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Волк одевает овечью шкуру: Корпоративная Cоциальная Ответственность со стороны Табачной Промышленности Профессор Жерар Гастингс Онкологический Научный центр Великобритании по исследованиям Табачного Контроля Бизнес как он есть
Ключевым словом в формулировке Корпоративная Социальная Ответственность (КСО) является "корпоративная" потому что цель заключается в том, чтобы приносить пользу стабильность и успех корпоративному спонсору. Однако, несмотря на добрые намерения, крайне важно выявить неизбежные недоразумения. В случае с табачной промышленностью, отдачей для КСО становится респектабельность, законность и право продолжать производство, - и рост ее бизнеса. Иными словами, цена этому - больше курильщиков, больше зависимых и больше преждевременной смертности. Корпоративная Социальная Ответственность (также известная как заинтересованная сторона - «Стэйкехолдер» или причинно-связанный маркетинг), охватывает все виды деятельности корпорации - в том числе участие табачных многонациональных компаний - в управлении их взаимосвязью с широкой общественностью. Специальный доклад издания Экономист (Франклин 2008) делит эту деятельность на три слоя: Корпоративная благотворительность (пожертвование на добрые дела того или иного рода); управление рисками (щедрость, после некоторого ущерба репутации мероприятия, такие, как иск за контрабанду или причинения вреда потребителям) и стоимость создания (стратегическое использование хорошего стиля работы для создания конкурентных преимуществ). В том же докладе далее указываются преимущества Корпоративной Социальной Ответственности, которые включают в себя укрепление репутации, улучшение подбора персонала и отказ от "тяжелой руки правительственного регулирования" (Франклин 2008 год). Нурина Герц подтверждает, что "причинно-связанный маркетинг укрепляет корпоративный имидж, создает брэнды, создает информацию для прессы и рост продаж" (2001). Преимущества этого значительны, но в решающей степени их получит корпорация, не общество; акционер, но не гражданин.

Развертывание КСО, есть просто признание бизнесом, что он функционирует в социальном контексте в составе политических, нормативных, экономических, технологических и конкурентных сил, и что многое еще предстоит сделать в этой области в случае предоставления благоприятной возможности (Предприниматель 2003). "Корпоративное социальное реагирование", поэтому "относится к способности корпорации отвечать на социальное давление" (Фредерик 2006), а не ее способность делать добро. КСО является основной частью бизнес-процесса, которая, как и все другие компоненты, сознательно направленной на благо компании и максимизацию акционерной стоимости. Ниалл Фитжеральд, бывший генеральный директор "Юнилевер", не оставляет никаких сомнений относительно этого: "Корпоративная Социальная Ответственность является бескомпромиссным бизнес-решением". [Мы сделаем это] "не потому, что это приятная деятельность, которую необходимо выполнить или потому, что люди заставляют нас сделать это ..." [но] ", потому что это хорошо для нашего бизнеса" (Elliott 2003). Это соответствует конфиденциальной ответственности корпорации, которая имеет огромное значение для акционеров. Когда Милтон Фридман лихо утверждал, что "социальная ответственность бизнеса заключается в том, чтобы увеличить свою прибыль" это не было спорным аргументом, он заявил несомненную истину.
Национальный Институт Рака

Очень легко забыть эти "бескомпромиссные" реальности при рассмотрении отдельных примеров КСО. Поддержка программы ликвидации неграмотности в Бразилии (Филип Моррис), по сохранению биоразнообразия в Бангладеш (Бритиш Американ Тобако) и утилизации в Буркина-Фасо (Империал Тобако) все-кажется основано на собственной инициативе, очевидно необходимой деятельности; как можно чтобы ктолибо возражал против них? Последняя монография Национального Института Рака (см. диаграмму 1), однако, показывает, как табачные компании используют эти мероприятия, равно как и использование рекламы и разработку новой продукции, в содействии распространению табака.

Рисунок 1: Роль распространении

корпоративной

социальной

ответственности в табака

4. СтэйкехолдерМарктинг
Защита молодежи

3.Потребительски й Маркетинг 2. Иные средства маркетинга
Продвижение продукта Бесплатные образцы

Научные Семинары

Дизайн Продукции Ущерб здоровью

Спонсорство

1. Реклама в СМИ
Телевидение Журналы Кино

Ценообразование

Лояльные схемы

Точки сбыта

Радио

Пресс а

Распространение торговой марки Построение взаимоотношений

Интэрнет Упаковка Подготовка СМИ

Размещение Продукта

Распространение

Корпоративная Социальная Ответственность

Source: NCI (2008)

В центре фигуры показана реклама средств массовой информации, как наиболее очевидный инструмент в распространении табака. Сюда входят наряду с другими, такие виды деятельности, как пресса и состязания за спонсорство и основной потребитель маркетинговых функций разработки продуктов, ценообразования и распределения. Это, в свою очередь связывает стэйкехолдер-маркетингом и КСО - будь то отношение к табаку, как например, молодежная профилактическая работа, или более общее, как с ликвидация неграмотности или вторичной переработки. Единственное различие между обычным маркетингом и КСО, в центре фигуры 1, заключается в конечных целях потенциальных клиентов, последующих заинтересованных сторон и потенциальных регуляторов. Кроме того, потребительский и заинтересованный маркетинг в совокупности образуют синергетические и тщательно отточенные стратегии, основной

целью которого является, опять же, поощрение распространения табака и повышение успешности и прибыльности табачных компаний. Влияние этих трех внутренних слоев в поощрении распространения табака изображено на рисунке 1, хорошо понимает и много посвящает защите населения в целом и молодежи в частности, от последствий табакозависимости – Рамочная Конвенция по Табачному Контролю. То же мышление и строгий контроль теперь будет применяться для субъектов причинно-связанного маркетинга. Рамочная Конвенция признает необходимость такой широты видения, определив "табачную рекламу и продвижение", как "любые формы коммерческих связей, рекомендаций или действий с целью, результатом или вероятным результатом стимулирования продажи табачного изделия или употребления табака, прямо или косвенно" и "Спонсорство табака", как "любая форма вклада в любое событие, мероприятие или лицо с целью, результатом или вероятным результатом стимулирования продажи табачного изделия или употребления табака, прямо или косвенно" (Статья 1). Заключение КСО и причинно-связанный маркетинг являются частью стандартной бизнес-практики, используемой с целью сделать рабочую среду более благоприятной. Хотя там могут быть очевидны выгоды для общества, тем не менее, реальная цель заключается в интересах бизнеса. Это верно для табачной промышленности, как и для любого другого сектора. В недавнем докладе Бритиш Маркетинг Ассоциэйшн BMA (Гастингс и Ангус 2008) указывается на то, что "корпоративная социальная ответственность табачной промышленности является одной из форм маркетинга, и как таковая она должна быть запрещена в соответствии с положениями о запрете рекламы табака". Рамочная Конвенция была широко разработана для покрытия именно такого рода лазейки, она должна быть использована для устранения табачной КСО. Ссылки Эллиот Л (2003). Чистый агент. Интервью: Ниалл Фитцджеральд, сопредседатель и главный исполнительный директор, "Юнилевер". "Гардиан", 5 июля, с. 32. Франклин D (2008). Просто хороший бизнес. Экономист, Специальный доклад: корпоративная социальная ответственность. 17 января. Онлайн: http://www.economist.com/specialreports/displayStory.cfm?story_id=10491077 [1 Июль 2008 года] Фредерик В.С. (2006). Год 1978. Беседы на пеших прогулках: От социальной ответственности к социальной Оперативности. В корпорации, будь Хорош! Рассказ о корпоративной социальной ответственности. Dog Ear Publishing, с. 40.

Гастингс Г и B Ангус K (2008 год). Forever Cool: Влияние зрительных образов курения на молодежь. Лондон: Британская медицинская ассоциация совета по науке, июль. ISBN: 9781905545308. Н Герц (2001 тихий переход: Глобальный капитализм и смерть демократии. Нью-Йорк: свободная пресса, стр. 181. Предприниматель (2004). Принципы и практика маркетинга, 4-е издание. Непорочность: McGraw-Hill Интернэшнл ". Национальный институт рака (NCI). Р. Дэвис, Гилпин Е.А., Локен Б, Вишванат K и Wakefield MA (eds.) (2008). Роль средств массовой информации в пропаганде и сокращении потребления табака. НИР по борьбе против табака Монография Серия № 19. Бетесда, MD: Департамент здравоохранения и социальных служб, Национальные институты здравоохранения, Национальный институт рака США. NIH Pub. No. 07-6242, June.

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...sample. An example of a non-profitable sample could be dimensional sampling this is an extension to quota sampling. The researcher takes into account several characteristics e.g. gender, age, income, residence and education. An example of a profitable sample could be systematic random sampling. With the systematic random sample, there is an equal chance (probability) of selecting each unit (every nth person) from within the population when creating the sample. For my research I've chosen to use a non-profitable sampling methods simply because I am targeting young people on how music influences them. So I have specific age groups (16-19), which are allowed to answer the questionnaire in order to make my research more reliable. With my questions I've used four different methods in order to make my questionnaires more do able and reliable. I used opened questionnaires, which allows my samples to elaborate on their answers. I've also used closed question such as 'do you listen to music?’ as yes or no question are easy to tally up. I've used scaled questions in order to easily tally up and give general quantitative data and finally I have also used dichotomous which is the use fixed-alternative questions that can only be answered in one of the two indicated ways, such as 'A' or 'B', Agree or Disagree, True or False, Yes or No. This help is gaining quantitative and qualitative data. The questionnaires tally chart From my research...

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