Introducción A Aplicaciones Móviles

INDIVIDUAL COURSEWORK

CASE STUDY: ANGLO AMERICAN

BUSINESS ETHICS AND CORPORATE SOCIAL RESPONSABILITY

MARKETING MANAGEMENT

JAIME ALBERTO FLAUTERO VALENCIA

B0244PHPH0811

SCHOOL OF BUSINESS AND LAW

2012 02 – MBA SEMESTER 01

MARCH 2012

LONDON

EXECUTIVE SUMMARY 3

AREAS OF RESEARCH 4

KEY DEFINITIONS 4

THEORETICAL POSITION 6

OBSERVATIONS 8

ETHICAL AND FINANCIAL PERFORMANCE BALANCE 8

GROUP ASSIGNMENT CONCLUSIONS 9

GROUP EXECUTIVE SUMMARY 10

INDIVIDUAL CONTRIBUTION 11

REFERENCES 12

Executive Summary

The goal of this report is to give an approach of the marketing management case study of Anglo American, Business Ethics and Corporate Social Responsibility. This coursework is developed in two ways, the first one is consist on an individual research were it is necessary to read, understand and answer the questions of the topic, the second way is through a group presentation; in a group of seven students we gathered all the information, material and individual work of each member and merged it in a presentation, focusing on the questions of the case study.

In this document you will find the main sources of research, some marketing theoretical points of view and the relation with the case study and how these findings helped and were included into the final group presentation.

Areas of Research

The two main topics of research are Business Ethics and Corporate Social Responsibility. They are linked and initially we think that they are the same thing, however they are differences between them but the important link is that both must deal with the stakeholders.

It is important for business to identify the stakeholders, the role in the business and how they are affected.

Key Definitions

Here are the definition of the concepts involved with business ethics and corporate social responsibility, they are mentioned along this report and will be useful to understand this marketing strategy.

Ethics: The set of moral principles or values that shape the actions of either an individual or a group of individuals. Ethical principles therefore set a standard for behavior in a society [1]. The ethics focuses on the moral judgement and the will to do things in a right way for everyone.

Business Ethics: Is the ethics applied to business and how they must behave with the shareholders and stakeholders. The whole concept of business ethics must do not harm or even beneficiate the company, partners, customers, society and environment.

Corporate Social Responsibility (CSR): The activities of the company undertaken for the purpose of acting in a socially responsible manner to protect and enhance the various the various stakeholders that have an interest in the company, the community in which operates, the environment which surrounds it and society [1]. CSR is an extended approach of the business ethics, their purpose to go further than acting in an appropriate way.

The main components and activities that Corporate Social Responsibility must review are:

• Corporate Ethically

• Corporate Philanthropy

• Environmental/Green Marketing

• Social Activism/Community Involvement

Shareholders – Stockholders: Individuals who have purchased stock in the company. They have a vested interest in the operation of the firm. They expect the company to be a good steward of their investments.

Stakeholders: All the groups or publics that interact with and are affected by the operations of the firm. These publics include employees, partners, suppliers, customers, community members, governmental agencies, and social activist groups.

Corporate Image: the perceptions and impressions of an organization by the public as a result of interaction with the organization and the way the organization presents itself [4]

Theoretical Position

This case study provide four questions about the main ideas and the importance of acting ethically, include corporate social responsibility, how this approach was developed inside the company and the benefits for Anglo American.

1. What are business ethics? Give two examples of business practices that stakeholders would regard as ethical and two that might be considered unethical.

According to the definition in the previous section, business ethics is how companies must behave with the shareholders and stakeholders. The whole concept of business ethics must do not harm or even beneficiate the company, partners, customers, society and environment.

Ethical Practices:

Community Involvement: Home Depot (US) did a donation of 2 million of hours of community service, done by 50.000 employees.

Environmental Sustainability: Procter and Gamble (P&G) in 1973 started the initiative of research of Biodegradability Tests that led for better and less harmful detergents.

Unethical Practices:

Environmental Damage: In Ecuador Texaco (Chevron) was accused to pollute the rain forest and rivers around the Lago Agrio Oil Field.

Political Corruption: In Indonesia FreePort McMoran financed the policy to act violently against striking workers of the Papua Mines

2. The benefits of ethical business behaviour affect the business itself and the wider community. Taking an

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