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The Seven Azimuths!!!

"Think in terms of creating value for all of our stakeholders simultaneously. All stakeholders are interdependent and connected together. When you do this, you are thinking with Second Tier (Integral) consciousness"~ John Mackey

The word stakeholder conjures up images of early gold rushers bashing bits of wood into the ground to establish their claim.

The Seven Azimuths in CSR are:

1. Owner/Investor

~Generally owner show their responsibility in terms of ethics (ethical behavior, ethical investment) other than making profits.

2. Management:

~It is the management especially the CEO and the Board of Directors-especially the Chairman who drive any company is the key force behind whether it is socially responsible or not.

3. Employees:

~During eras of downsizing, employees have a hard time. Yet, most companies are aware that good-quality staff is crucial for business success. This is translated into human resource policies that emphasize career development, flexible work practices, training both on and off the job, profit-sharing, incentive schemes, a voice in management, and so on. The economics of any business makes it sensible to retain employees in whom many years of investment have been made. This human capital is every bit as important as physical capital, and it is surprising that business leaders have sometimes ignored this in the past.

4. Customers:

~Companies are riding the trend towards greater social responsibility to customers. Customer satisfaction turns into higher stack price returns.

5. Natural Environment:

~The strongest social movement to insist on responsibility has been environmental lobby. The organizations having sustainable school of thought gather around conservationist pole whereas the organizations having human development school tends towards possibilistic pole.

6. The wider community:

~Corporate responsibility is not a fringe activity. Businesses have always operated closely with government. A truly successful company is sensitive to the concerns of all those on whom it depends: investors, employees, customers, trading partners and the countries and communities in which it does business. What happens to society matters to us, because it happens to us?

7. Contractors/Suppliers.

~Should enterprises apply the same rules that they apply to themselves to their suppliers, subcontractors and trading partners? The answer to this shows the socially responsible behavior towards them. Social responsibility is enhanced through social partnership with these stakeholders.

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