1. Business revolution? Challenges and opportunities of CSR management Róbert Braun, Ph.D. Managing Director Braun & Partners Bulgaria 30 October 2008

2. The biggest business challenge of the 21st century: integrating social values of stakeholders into business operations. Background Important changes in structure of society in the 20th century New social role of companies (Milton Friedman) - stakeholder theories - reputational crises - environmental challenges Corporate Social Responsibility What is it?

3. 20th century: marketing- oriented company 21st century: responsibility- oriented company

4. UNDP CSR baseline study

5. CSR poll – international results n=3000 Companies do not only have to care about their shareholders/owners but also have to consider the interests of their other stakeholders, such as employees, local communities, customers, civil organizations, and the environment.

6. CSR poll – international results The majority of companies in my country do not only care about their shareholders/owners but they consider the interests of their other stakeholders, such as employees, local communities, customers, civil organizations, and the environment. n=3000

7. CSR poll in Bulgaria n=1000

8. Accountability Rating Bulgaria The top45 companies of Kapital100 + the five largest financial institutions were accessed by international methodology, developed by AccountAbility and csrnetwork Global 100 list is published in Fortune, local lists for the largest companies are published in Bulgaria, Greece, Hungary, Russia, South Africa and Turkey. The four dimension of the evaluation: –Integration of social, environmental and broader economic issues into business strategy –Management systems and governance for social, environmental and economic issues –Identification and engagement of stakeholders –Impact of company on environment, society and marketplace

9. The four domains of evaluation Integration of social, environmental and broader economic issues into business strategy Identification and engagement of stakeholders Impact of company on environment, society and marketplace Management systems and governance for social, environmental and economic issues

10. Responsibility-oriented company where we are Beginning of the road (even in the UK) Only the biggest companies are on the way of transformation There are only rudimentary management instruments Content (environment, organic products) is still more important than form (processes, breaks and counterweights; management systems)

11. Not the name, the change is important.

12. Why CSR/accountability matters stakeholder perceptions Reputation management - changing stakeholder expectations - changing social/cultural environment - revolutionary milieu Soft revolution

13. What is soft revolution? effective CSR Reputation management C(S)R Accountability Sustainability Transparency Social Branding Responsibility- oriented (post)modern company

14. Thank you for your attention. Contact bulgaria@braunpartners.hu http://bg.braunpartners.hu http://accountabilityrating.eu