1. The REPSONSE project Understanding and enacting CSR EU Kick-off meeting Brussels, 11th & 12th november 2004

2. What is Response ? The largest project on CSR ever attempted in Europe 2M Euros (incl. 1.1Million EU funding) 600 interviews in 40 multinational companies 4,000 managers surveyed About 1,000 managers involved in 8-10 training experiments Involving 18 academics + 5 Ph.D. students in 5 European (all EABIS members) and 2 US schools Actively supported by all the 5 EABIS business founders, plus IBLF and IISD Duration : 36 months, start 01/06/2004

3. Response objectives Study two fundamental questions: What do multinationals understand as their responsibilities towards society and how does that differ from what their stakeholders believe they should be? How do multinationals respond to societal demands? Understand how the answers to these questions vary across cultural, legal, industry and organizational contexts Identify and quantify the factors that contribute to explain why certain companies understand their stakeholders expectations better than others Test the effectiveness of different types of training approaches on the development of social consciousness in managers

4. Key Actors Moore - IBM Welvaert - J&J Bonfiglioli - Microsoft Wade - Shell Gregory - Unilever Zollo, Hockerts, White, Schneider, Hansen - INSEAD Neergaard - Copenhagen Bus. School (CBS) Perrini, Minoja, Tencati, Poguz – Bocconi University Gasparski, Lewicka - Leon Kozminski A. Peter Lacy Henri-Claude de Bettignies – INSEAD Tom Dunfee – Wharton Bruce Kogut – INSEAD Eric Orts – Wharton Peter Pruzan – CBS Jim Walsh – U. Michigan Members of RESPONSE Consortium Business Group Academic Advisory Board EABIS Business Secondment McLean, Mobbs, Uri – IBM Rotherham – IISD Simpson - IBLF + CommonSense (Le Roy) Impact (Hackl)

5. Response methodologies and planning Company level : In-depth study of CSR beliefs, behaviors and outcomes in 40 multinationals 4 sectors X 4 regions Outside in: SRAs and NGOs assessments + interviews Inside out: corporate + country managers and employees (documents analysis, interview, web-based survey) Individual level : Experiments on comparative effectiveness in developing social consciousness Planning : Pilot phase: June-Dec. 2004 Invitation to case study: Oct.-Dec. 2004 Case data collection: Jan. 05 – June 2006 Analysis: June-Dec. 2006 Dissemination and reporting: Jan-June 2007

6. Expected outcomes and deliverables Disseminating reports of synthetic results and list of promising outcomes for 4 key stakeholder groups : Research community : contributions to the advancement of knowledge on CSR, sharing of expertise By : publications in journals, presentations at conferences Industry organisations : Provide conceptual clarity on CSR and illustrate how companies can go about enacting CSR, shaping corporate training programmes Contribution to standards By: contacts & networking with IBLF, IISD (ISO), CSR Europe, WBCSD, … Politicians and public administration at all levels : Influence decisions on economic, sustainability and social policy issues Feeding of findings from 5th research area into political processes By : direct contact with involved EC DGs The general public, specific young people during education Raising public participation and awareness for CSR By : contact with business schools and EABIS