沃达丰公司社会责任分析Analysis of Corporate Social
The report focuses on what the corporate social responsibility of Vodafone Australia is and how the company undertakes this responsibility. This report considers the industry characteristics of Vodafone Australia as a communication operator and further discusses its corporate social responsibilities and how the company adapt itself to the changing society.
1.1 Research aim研究目的
The purpose of this report is to evaluate the corporate social responsibility of Vodafone Australia and analyze its advantages and disadvantages. Through the analysis, the whole picture of Vodafone Australia’s corporate social responsibility can be identified. Furthermore, recommendations can be made accordingly.
2. Theoretical background理论背景
There is a long-standing research on corporate social responsibility. Since the second World War, along with the advance in science and technology and the intensification on socialization of production, economic power at the core of enterprise has an increasing impact on economic life. At the same time, the issues on labour, consumer and environment engendered by corporate governance are rising, which gradually attracts the widespread attention of society, government and enterprise on corporate social responsibility.
1953年，霍华德•R•伯恩在其著作《商人社会责任》中首次提出了商人的社会责任，这种社会责任依赖于执行、操纵、必须符合社会目标和价值观的行动的政策，这是研究的标志。社会责任思维。KeithDavis（1960）将社会责任定义为商人在决策和采取行动时除了直接的经济和技术利益外，还应考虑其他利益。约瑟夫.W.梅奎尔（1963）指出，企业不仅承担经济和法律义务，而且承担社会责任，这体现在经济和法律义务的基础上。1979年，卡罗尔指出，企业的社会责任包括对经济、法律、道德和自由决策的社会期望。几年后，他对企业社会责任理论进行了纠正和充实。20世纪80年代的利益相关者理论为企业社会责任的研究奠定了坚实的基础，为企业社会责任的实施提供了良好的分析工具。In 1953, Howard R. Bowen was the first person to put forward the social responsibility of businessmen in his book Social Responsibility of Businessmen depended on the policy on execution, manipulation, actions that must in accordance with social targets and values, which was a symbol of researching social responsibility thinking. Keith Davis (1960) defined social responsibility as businessmen should consider the interests besides direct economic and technological interests in making decisions and taking actions. Joseph W. MeGuire (1963) described that the enterprises not only undertake the obligation on economy and law, but also shoulder the responsibility for society, which is embodied on the basis of the obligation on economy and law. In 1979, Carroll illustrated that social responsibility of business consisted of a social expectation on economy, law, morality and free decision in a specific point. After several years, he rectified and enriched his theory about corporate social responsibility. Stakeholder theory in the 1980s laid a solid foundation for researching corporate social responsibility and provided an excellent analysis tools for the implementation of corporate social responsibility.
A large amount of scholars expressed their definition on the stakeholder. Hill & Jones (1992) thought that stakeholders put a bet in a single or multiple way, who may influence the enterprise’s activity or may be affected by the activity. Milton Friedman (1998) believed that stakeholders invested some enmity capital, human capital and financial capital or some valuable things and undertook the risks. It can also be said that they undertook the risks owing to corporate activity. Stakeholders had the rights on morality or law and the enterprises should assume obvious responsibility on the welfare of stakeholders. Although there is no united definition on corporate stakeholders at present, the range of corporate stakeholders include creditor, shareholder, supplier, employee, competitor, government and community and so on.
From the perspective of the commensal relationships between stakeholder and company, stakeholders invest their resources on the enterprises and expect to be rewarded. The relationships between them are interacted in that they will be affected by the activity of enterprise operation, and vice versa. From the angle of corporate morality, the enterprises bear the responsibility on safeguarding stakeholders in that the corporate activity can have an impact on stakeholders. Given that stakeholders affect the activity of enterprise operation, continuous operation of enterprises need to acquire the support of stakeholders and eliminate their negative influences on the enterprises as much as possible. The enterprises take active in shouldering the responsibility on stakeholders, which is a prerequisite for achieving these. That is to say, the enterprises should and must assume the social responsibility on stakeholders as an object.
According to the industry characteristics of stakeholders in the communication operation, stakeholders can be classified into three types. The first includes investor, commercial bank and other creditor in the company. The second consists of employee, operator, user, competitor with same industry, commercial partners, supervisor, media and non-governmental organization. The last incorporates ecological environment and resource environment. Vodafone pays more attention to establish a harmonious relationship with stakeholders and attaches importance to communication and interaction with stakeholders while developing the enterprise to construct a base on trust and cooperation. At the same time, Vodafone should give consideration to different demands of stakeholders and regard the interests of the stakeholders as their responsibility to create value and share success together.
3. Corporate Social Responsibility of Vodafone Australi
3.1 Company Profile
Vodafone Australia is an Australian telecommunications company providing mobile and fixed broadband services. Mobile network of Vodafone covers more than 22 million Australians, and the company has begun rolling out fixed services via the National Broadband Network. As of 30 June 2017, Vodafone’s customer base was approximately 5.7 million. Vodafone employs around 3,000 people at its Sydney, Melbourne, Brisbane, Adelaide and Perth offices, Customer Care Centre in Hobart and more than 120 company-owned retail stores throughout Australia.
In the official website of Vodafone Australia, the company emphasizes that the people and partners are the secret of Vodafone’s sustainability of business. The company always wants their people to be themselves at work, that’s why Vodafone focuses on creating an inclusive environment which welcomes diversity, equality and opportunity. The company believes that they need to invest in each individual to maximise their potential and elevate their performance. Besides, Vodafone has undertaken its responsibility to the community and society, its service and product are not only putting people first, which are also friendly to environment and with excellent performance. In the following, this report will discuss how Vodafone Australia undertakes its corporate social responsibilities, specifically discusses its communication with stakeholders, its protection on stakeholders, as well as its contribution to the community and society.
3.2 Communication with stakeholders
To government: strictly abide by relevant management rules of the government and make response to the government work.
To clients: Inquire clients’ opinion through multiple channels, understand client’s demand and feeling and improve the feedback reflected by clients as soon as possible.
To employees: constantly expand and improve communication mechanism and fully listen to the opinions and suggestions proposed by employees.
To investors: expose information accurately and timely in the attitude of being responsible to shareholder and establish smooth communication channels. Devote to communicate in a normalized way and manage stably to win the trust from capital market.
To value chains partners: lay out united and public purchase criterion and define normalized management policy to promote the industrial prosperity.
To industry: strictly adhering to industry regulations and policies, actively cooperate with the supervision of competent authorities of government, to compete with a rational attitude and jointly create a healthy and orderly competition environment.