奥美内部资料倾情分享Abbott CSR 2-2008nullAbbott Laboratories
China citizenship and policy approach
Prepared by Ogilvy PR Worldwide, Beijing
March 10th, 2008Abbott Laboratories
China citizenship and policy approach
Prepared by Ogilvy PR Worldwide, Beijing
March 10th, 2008Agenda Agenda The Og...
nullAbbott Laboratories
China citizenship and policy approach
Prepared by Ogilvy PR Worldwide, Beijing
March 10th, 2008Abbott Laboratories
China citizenship and policy approach
Prepared by Ogilvy PR Worldwide, Beijing
March 10th, 2008Agenda Agenda The Ogilvy Team and CSR Approach
Overview of the Development of CSR in China
Best Practice Case Studies– Wyeth and Novartis
Abbott Brief
Abbott Global CSR Approach
Our Suggestion
Discussion nullCorporate Citizenship TeamnullXu Dan
Director Counsel
Scott Kronick
PresidentShannon Chou
Associate DirectorRain Bei, Senior Associate Healthcare TeamYvonne Gao
Senior Associate Maria Guimaraes
Senior Associate Public Affairs Project Leader The Butterfly Approach The Butterfly Approach The Corporate Citizenship ButterflyInternal
Stakeholder
AuditExternal
Stakeholder
AuditBrand Print Review/
AuditCompetitive
Market Sector
ReviewIssue/Cause
PlatformExpert
RegistryCitizenship AmbitionMeasurementCause-Related
Marketing
AdvertisingCSR
ReportsCommunity
EventsMedia
CoverageEmployee
CommunicationsGovernment
AffairsPartnership Review/ SelectionCreative Identity & Expression360 Integration PlanningCitizenship
Statement of
intentStakeholder
ReviewStakeholder
Value PropositionCorporate Citizenship AuditnullOverview of the Development of CSR in China
CSR IN CHINA - A TIMELINECSR IN CHINA - A TIMELINEImpactChina’s First CSR ConferenceDomestic Attention to CSRSino-European Conference on CSR Issues around child labor, sweatshopsSA8000 false reportsInternational scrutiny of business practices in ChinaPhase One:
The SeedsPhase Two:
Birth of “CSR”Phase Three:
Growing ExpectationsCSC 9000T Launched MEDIA CSR AWARDS 1996200020042008Guiding Policy on Social Responsibilities of National Enterprises from SASACCSR Case Study by SASAC & Tsinghua University “2007 CSR In China” Forum “China CSR Recommended Standard and Good Practice” published by CBSCD Key Findings - External Stakeholder Audit Key Findings - External Stakeholder Audit Key Factors for successful CSR Programmes:
Top Management buy-in and support
Employee buy-in and support
Projects directed towards government development goals: the development of a “Harmonious Society”International Companies and CSR in ChinaInternational Companies and CSR in ChinaIn general, International Companies:
Are ahead of the game but local companies are quickly catching up
Need to comply with their global standards in China
Most mentioned “most socially responsible enterprises” are BASF, Microsoft and GE
Findings: Key External stakeholder Audit Findings: Key External stakeholder Audit In general, International Pharmaceutical companies:
Have not generated much of an impression in terms of CSR initiatives
Can help to develop harmonious society by addressing: - Public health issues - Providing patient care - Training medical professionals training - Addressing pricing and product/drug safety issuesBayer, Johnson & Johnson and NovartisBayer, Johnson & Johnson and NovartisCommon Trends:
Engaging in partnerships with government organizations and NGOs
Launch training programs for medical professionals
Other public health initiatives
Bayer dominated two major areas in poverty alleviation and environmental protection
nullBest Practice Case Studies:
Wyeth and Novartis Wyeth – Comprehensive Involvement Wyeth – Comprehensive Involvement CSR Achievements:
2007: Recognized by the 21th Century Business Herald as “the most socially responsible enterprise”
Employee programs: - “Green Apple” and “Campus Recruitment” - Competitive compensation scheme - Codes of conducts: GMP; ISO9002; HACCP; ISO14001; OHSAS
Environmental programs: - Recycling - Energy saving - Media education campaign
Supply Chain Management: SOP
Suzhou factory remained in the top 10 company tax payer 7 years in a row
Other CSR Initiatives
Novartis – Motivating the AdvocatesNovartis – Motivating the AdvocatesCSR achievements:
CCTV Best Employer in 2007
Ranked one of the top 3 “most socially responsible pharmaceutical companies” in our CSR audit
CSR programs: - Employee programs: various trainings programs locally and abroad; job rotation; career path planning - Competitive compensation scheme - Friendly working environment
Case Studies - ConclusionsCase Studies - Conclusions Employees are the best CSR advocates and can be motivated
Trainings outweighs cash – Career Development
CSR projects take long-term commitment to prosper
Top Management support is essentialnullAbbott BriefAbbott Brief Abbott Brief Speaking Opportunities: Abbott global CSR Head
Seminars/Workshops/Forums: To attend and observe
China CSR Initiatives:
Toolkit development
CSR actions
Measurement and media coverage null
Abbott CSR Initiatives Abbott CSR Initiatives Abbott CSR Initiatives A Unified Global CSR Policy
Abbott CSR in China:
Projects managed from HQ and implemented by international NGOs
Philanthropic activities include donations of Abbott milk powder products and other poverty relief efforts
nullOur Suggestions CSR Related Opportunities CSR Related Opportunities High-profile speaking opportunities for Abbott global CSR head CSR Related Opportunities CSR Related Opportunities Workshops/seminars to attend and observe Abbott CSR initiatives Abbott CSR initiatives Abbott CSR initiatives Abbott CSR initiatives Environment
Poverty alleviation
Public health
Patient care
Medical professional training
Drug pricing
Drug safety
Key external stakeholder audit Abbott CSR initiatives Abbott CSR initiatives Meeting
government
needs
Green issues
Healthcare stations in remote western areas
Health system reform
Drug and food safety
Drug pricing
Abbott CSR initiatives Abbott CSR initiatives Abbott global
initiatives Affordability of Medicines
Intellectual Property Rights
HIV/AIDS
Product Safety
Uninsured Americans
Health Disparities in the US
Marketing and Sales Practices
Abbott CSR initiativesAbbott CSR initiativesAbbott CSR initiatives criteria Abbott CSR initiatives criteria Green IssuesGreen Issues
& Public HealthPublic HealthnullDiscussionTo Hear From You…To Hear From You… About Abbott in China:
Office locations
Overall business scope of the company in China
Employee skill sets
Employee programs/HR policies?
Where are Abbott's factories situated? and what is its relationship with its surrounding community?
To Hear From You….To Hear From You…. About your Business in China:
What is your business strategy for the next few years?
What problems does the company face in China?
Who are your partners in China?
What does your China supply chain look like?
Who is responsible for the overall supply chain management?
What codes of conduct are implemented at a factory level and across your supply chain in China?To hear from you….To hear from you…. Abbott CSR in China:
What are Abbott’s CSR objectives in China?
What information can you share with the general public?
Have you conducted any projects related to environment and health issues?
What CSR programs has Abbott conducted in China?
What global CSR policies, if any, would Abbott like to focus on in China?
nullThank you!
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