CSR Strategizer

The CSR Strategizer delivers insight for companies intent on developing or further refining their CSR programs and communications. The research helps identify which CSR initiatives and communication strategies are:

  • Aligned with the company's core competencies, culture, values and capabilities.
  • Valued by senior management.
  • Important and motivating for employees.
  • Highly regarded by external stakeholders.
  • Likely to enhance the company's reputation, market share and customer loyalty.
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The CSR Strategizer uses a four-phase research framework to discover the dimensions of stakeholder engagement:

Phase 1: Setting the Stage through Qualitative Interviews

GlobeScan recommends in-depth interviews with senior managers to effect an executive germination of the agenda. This process helps prioritize initiative areas that capitalize upon and extend the company's existing core competencies and competitive advantage, and identifies potential risk management issues that could affect the organization in future.

Phase 2: Employee Surveying

GlobeScan surveys employees to crystallize the agenda. Employees are asked to respond to the initial CSR agenda set by the company's CSR Team and executives, by rating a short-list of CSR initiatives from several dimensions, usually as part of an on-line survey. Analysis of the results reveal those initiatives that are seen as most important, most in line with the company's culture and capabilities, and those that lead to the greatest level of employee motivation and interest.

Phase 3: Testing Initiatives with External Stakeholders

The CSR initiatives that are best suited to the firm are tested with external stakeholders via stakeholder and public opinion surveys. The surveys measure several dimensions of the proposed CSR initiatives, including importance, perceived social benefit, as well as their impacts on corporate reputation and the propensity for customers to switch to or remain with the company.

Finally, a three-dimensional matrix model helps prioritize the initiatives that are institutionally driven, publicly important and competitively advantageous.

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Phase 4: Applying the Research

After completion of this strategic research, clients will understand which specific initiatives and communications will lead to the most successful CSR strategy for their company, allowing their CSR team to plan strategically, communicate effectively and build a solid case for the program.

GlobeScan works with the client to ensure key people in the company have a thorough understanding of the methodology, findings, and implications of the research. In addition to helping set the strategic course for the company, GlobeScan provides advice, workshops, and custom presentations to help refine tactics that will provide for successful implementation of the research.