If you live well in the future, you will think about these three points

In the past year, the interweaving of international conflicts and the new crown epidemic has brought many challenges to corporate operations, but a large number of outstanding enterprises have emerged in various fields, practicing corporate social responsibilities, and playing the role of the mainstay in social cooperation.

How do companies contribute social value while creating economic value? How to get better and more sustainable business value while achieving social value?

From the beginning of the establishment of the college, "responsibility" was an important part of the culture of the Yangtze River Business School. Recently, Professor Yan Aimin of the Yangtze River Business School uses the three concepts of the "Enterprise's Interests", "Social Capital", and "Social Innovation".

Share | Yan Aimin

Source | Changjiang Alumni Officer

Yan Aimin

Professor of Management of Changjiang Business School

Foreign affairs, campus construction,

Deputy Dean of Administrative Affairs, Alumni Affairs

Today, I want to share some recent thinking with you. Mainly three basic concepts:

First, the interests of the enterprise

The second is social capital

The third is social innovation

01 Enterprises need to create value for the interests of the interests

First of all, I want to use a picture to express the interests of the enterprise. We often talk about social responsibility for enterprises. What kind of organizations, individuals, groups, and enterprises have social responsibility?

It can be seen from this picture that any company is only a small part of the entire ecology, and the rest is the external environment of it. These are the stakeholders of the enterprise.

Whether it is from traditional business education or the attention of enterprises, it is often horizontal value chain that pays more attention to.

Enterprises have obtained a variety of raw materials from suppliers, converted into products and services, and provided them to buyers, consumers and markets. This is a horizontal process. The stakeholders at this level are extremely direct, and companies usually actively meet their value demands.

In addition to the input of materials, enterprises also need human and funds input. At the same time, enterprises will also be subject to social norms. The legitimacy and legitimacy of enterprises in the operation involve many organizations. In this sense, the interests of enterprises and the interests of the company will affect each other.

Today, the relationship between enterprises and the community is increasingly closer, and the contribution of enterprises to the community is becoming more and more important.

In traditional sense, enterprises provide employment opportunities for the community and promote economic growth, but may also intentionally or unintentionally affect the community, such as pollution, traffic jams, and improvement of local prices.

Enterprises should be responsible for not only all aspects that are directly linked to the production behavior of the enterprise. For indirect stakeholders, enterprises should also bear responsibility. This is to resolve the social responsibility of the enterprise as the responsibility of the enterprise to the stakeholder.

In the face of so many stakeholders, how should companies manage and satisfy? Especially when the value demands put forward by the relevant party are not consistent, how can the company decide?

Enterprises generally adopt a "priority" method. There are three important dimensions on scheduling priority:

First, whether these stakeholders are important to enterprises, whether the value demands they put forward are important;

Second, the legitimacy of the appeal;

Third, the urgency of appeal.

If the three dimensions are very advanced, that is, the core stakeholder of the enterprise, and the value demands proposed by the core interests cannot be discounted, and the enterprise must give priority to satisfaction.

Of course, the importance, urgency and legitimacy of the stakeholder will also transform over time.

For example, this epidemic we currently face has continuously improved its importance due to its strong urgency.

If the community and local government where the enterprise is located puts forward their demands on the enterprise during the fight against the epidemic, the enterprise must take the initiative and prioritize these requirements.

02 Enterprise is an important force for creating social capital

The second concept I want to introduce is "social capital".

Usually we are familiar with financial capital, and few people talk about social capital. In fact, in the Western management community, the concept of social capital has been proposed many years ago.

Social capital refers to the behavior model, organizational form, governance system, value concept, cultural atmosphere, etc. in order to solve social problems, promote social development and progress.

Since social capital is capital, it has some characteristics of capital, which can create, accumulate, precipitate, or change; it can inherit, sustainable, can be extended, and can be widely involved and practiced.

As a member of society, enterprises naturally participate in the creation of social capital. Social capital is the foundation created by all individuals, groups and organizations of society.

Just like a building, if there is no stable foundation, anything that looks glorious is not sustainable.

Social capital determines the healthy development of society and the integration of the civilized world. If a country, a nation, and a society want to influence other countries, nations, and society, they must have sufficient social capital to achieve leadership. This is the "soft power" proposed by Westerners.

Enterprises are an important force for creating social capital. Social innovation and business are the concept of actively transmitting to entrepreneurial alumni in recent years.

It is hoped that when the main model is unchanged, the factors that integrate the social value will be incorporated into the social value, so that while creating profits, it will also create social capital and contribute to the precipitation of social capital.

03 Single -gun horses cannot solve social problems

The last concept is "social innovation". Social innovation covers multiple aspects, including new ideas, new development models, and new methods to solve social problems.

The "granting people and fishing" advocated by the poverty alleviation stage allows the countryside to have hematopoietic function;

Rural population immigration to areas with bad natural conditions and lack of resources to areas with relatively friendly environment is social innovation.

In the process of urbanization in China, a large number of rural population flows into cities. By improving living conditions through migrant workers in the city, the innovative practice of "local entrepreneurship" has now appeared. Local enterprises use local companies to absorb the rural population so that they can take care of them while working together To the development of individuals and families.

Many times talking about innovation, paying more attention to content, technology and platform. In fact, new organizational forms are also an innovation. Nowadays, public welfare organizations are developing rapidly, but many organizations are doing it in a single shot. Almost all public welfare organizations seem to be raising funds, supporting the business raised by the good funds.

But is every organization good at raising funds?

I am afraid it is not the case.

Some public welfare organizations are good at raising funds, some organizations are good at discovering social problems, some organizations are suitable for research, and some organizations are good at finding people who need help, which involves win -win cooperation.

I have always felt that we should shift from the "guerrillas" to the "Big Corps" operation. Only the cooperation between government, enterprises, and social organizations can effectively solve social problems.

From the perspective of the actor, each of us can do something and we must do our best. I want to quote the poem I wrote: "The morality may be thin, and the good deeds need not be light."

The alliance is cooperation, which requires complementary resources and influence. I also quoted my poem: "Su Qin and the five kingdoms are prosperous, and Wu Shu's marriage Wei Wu is declining." We have to act and promote the sustainable development of society.

Finally, there are three main points of social responsibility and innovation of enterprises: there are three main points:

First, we must create value for all the stakeholders of the enterprise.

Second, enterprises must actively contribute and accumulate social capital, which is extremely important for the entire Chinese society.

Third, enterprises must participate and support social innovation.

Let us promote the power of public welfare together and make society better. thank you all!

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