STAKEHOLDER ROLES : COMMUNITY IN CSR

This year, Best four companies with CSR Reputation–Microsoft, The Walt Disney Company, Google and BMW–tied for the No. 1 spot.

Community = those members of society who are aware of, concerned with, or in some way affected by the operations and output of an organization.
   - As a community CSR my major concern is to make sure CSR of any company takes into account increased populations & scarce resources to ensure that global development is sustainable.

* Google
- Google has been criticized for the high amount of energy used to maintain its servers, but was praised by Greenpeace for the use of renewable source of energy to run them. Google has pledged to spend millions of dollars to investigate cheap, clean, renewable energy, and has installed solar panels on the roofs at its Mountain. Google also invested $39 million in wind power
- Invest in social entrepreneurs who are using technology to crack the code on the world’s toughest problems. Last year we invested in tech-based efforts to expand access to clean water, stop wildlife poaching, prevent the horrible practice of human trafficking and reduce poverty worldwide.
- Responding to natural disasters, tutoring kids in computer science or helping nonprofits collect real-time impact data
- In the past three years, Google has donated over $353 million in grants worldwide, approximately $3 billion in free ads, apps and products, and Googlers have volunteered approximately 6,200 total days of employee time to support nonprofits (a total of 150,000 hours).

	Issue	Indicator	Questions
Google	Intellectual Property & Privacy	Data on violation of privacy and ownership, as a community stakeholder, I need to have a guarantee that my information is safe, and intellectual property is preserved within a trusted company like Google.  Example: Privacy International has raised concerns regarding the dangers and privacy implications of having a centrally located, widely popular data warehouse of millions of Internet users' searches, and how under controversial existing U.S. law, Google can be forced to hand over all such information to the U.S. government.[56] In its 2007 Consultation Report, Privacy International ranked Google as "Hostile to Privacy", its lowest rating on their report, making Google the only company in the list to receive that ranking	How is the company keep on improving its terms that state, “You retain ownership of any intellectual property rights that you hold in that content?.”
	Abandonment of Unbiased Ranking for Google Shopping	Google has effectively abandoned its "Don't be evil" motto and that small businesses will be unable to compete against their larger counterparts. There is also concern that consumers who didn't see this announcement will be unaware that they're now looking at paid advertisements and that the top results are no longer determined solely based on relevance but instead will be manipulated according to which company paid the most	How can google help out, the community to effectively be able to shop based on better ranking from the google ads?
	Potential for Data Disclosure	-          Data Leaks (2009) On Google docs - Cookies (2007 updated for cookies to expire every 2 years) - Tracking through IP address, Doing so will help distinguish this legitimate server-side traffic from traffic which doesn't come from an end-user.	How can the company improve its services to meet demand, and conveniences without risking data disclosure to unintended users?

* BMW
- Preventing intercultural conflict and social instability is another global challenge. As a company that is active in over 140 countries, intercultural understanding is an integral part of our day-to-day work.
- It focus in Social Commitment: Resource Efficiency, Intercultural Innovation & Social Inclusion, and Road Safety.
- The focus of the Sport for Development Organization Magic Bus is on working with children affected by poverty and isolation. Outdoor and sports activities allow these children to play in an age-appropriate manner, to discover themselves and to develop their abilities.
- Emergency Aid
- Teacher Training Program for Primary school
- BMW Group engages in recyc­ling management throughout material life cycles.
Environmental Protection is outstanding!! http://www.bmwgroup.com/e/0_0_www_bmwgroup_com/verantwortung/svr_2012/umweltschutz.html

BMW	Issue	Concerns	Question
	(CO2) emissions	London 2012 Olympics, BMW does not deny that the cars are powerful. Indeed, the models that will be used during the Games are on average twice as powerful as the fleets of some mainstream mass-market manufacturers.	How the company did improve the status of its cars (CO2) emissions over time?
	Security Issue	There has been complains on BMW Security involving tampering with keys / locking programs of cars. This issue could risk accidental lock in the car	It’s more of a costumer concern, but it is community concern on safety especially when it comes to luxury cars locking programs. How does BMW deal with such issue in terms of better production and guarantee security to its users?

* My Role as a Community stakeholder is to make sure these two companies takes into account the increased populations & scarce resources to ensure that global development is sustainable.
- I have analyzed the two companies Google and BMW, and found out that their CSR have touched my three main pillars of concerns as a community stakeholder.
1. Economic progress – Local skill network, partnership
2. Social Justice – Aspiration, training, giving out local jobs
3. Environmental Protection – Involve Volunteer activities, recycling done by BMW for manufacturing process,

* Feedback:
- Analyze the companies based on:  Bottom-up CD programs which emanate from the grassroots level and closely involve community members are more successful than those that are developed top-down.

- General Questions
Based on Philanthropic Issue:
1. Is the firm the neighbor of choice?
2. Is the firm investing in Community Relation Program?
3. How does the firm sustain trust with in the Community?
      - How do companies that produce products (cars) that pollute have a positive reputation for social responsibility?
    - Does the firm have any Volunteerism program?
  - Does the firm invest on Strategic Philanthropic or Caused-related Marketing?

Based on Economic Issue:
4. How does the Economy affect Corporate Relation within the Community?
5. What roles does the firm play in the economic development program for the community?

Based on Legal Issue:
6.  Does the firm abide to the local laws in the community?
  Concerns about whether and how the company fit into existing communities, especially communities that threatened by Urban sprawl and small towns working to preserve a traditional way of life?

Based on Ethical Issue:
7. Does the firm provide leadership in tackling community problems?
8. Is the firm participating in CSR as part of the global trend or is it updated part of the business plan? 

Conclusion: There is no doubt these two companies deserve to be