June 15, 2024

*** This newsletter specializes in the cutting edge CSR-focused “Complementarity Matrix of seven Duties of a Corporate.” The French Advertising and marketing Affiliation (Affiliation Française du Advertising and marketing) brings in combination a excellent a part of French lecturers that experience experience within the space of control and conversation. In 2020, at the instance of his appointment as President of the Affiliation, Alain Decorp sought after to anchor his pondering and the movements of the affiliation via taking sustainable construction into consideration. He proposed the manufacturing of a web based handbook: a Wiki e book “Advertising and marketing for a accountable society: Coaching in advertising and marketing and remodeling advertising and marketing” (“Advertising and marketing pour une société responsable”).


On that instance, this creator introduced a sequence of utility matrices, previous and new, for college students and executives with a view to perform a industry prognosis another way as a part of a extra sustainable manner. Specifically, the presentation incorporated a re-modeled model of the PEST matrix (i.e., the political, financial, socio-cultural, and technological research) specializing in power and virtual demanding situations on an international scale (it become the PESTEL-ID matrix) in addition to an enhanced SWOT matrix (i.e., the strengths, weaknesses, alternatives, and threats research) to broaden a extra moral and resilient imaginative and prescient, whilst proposing a diagnostic matrix for the sustainable conversation of an organization in response to 8 motion levers. However the primary level used to be to spotlight the compelling want for the improvement of a completely new diagnostic CSR-focused matrix for corporations.

In most cases, to toughen a extra moral corporate manner following the brand new degree of consciousness raised via the United Countries Schedule 21, all corporations’ job experiences start or finish with a materiality matrix, which highlights the goals to be completed or set via prioritization and investment. However the creator of this put up discovered that the materiality matrix didn’t make it conceivable to correctly make an preliminary stock of the corporate for managers with out beginning to concentrate on an all-out technique.

As well as, the usage of this matrix dietary supplements the easy truth of record or figuring out the spaces of the ISO 26000 global social accountability same old negotiated between states (the governance of the group, human rights, members of the family and dealing prerequisites, the surroundings, excellent industry practices, shopper problems, communities, and sustainable construction). Its use objectives at generating a mirrored image at the interactions between people and their environments in addition to the native and world affects of human job.

The mere reliance on explanatory diagrams, equivalent to those of the ISO 26000 requirements, poses the chance of forgetting a big a part of the interactions and reciprocity of views between the other pieces. Any excellent marketer this present day should have the abilities of a geographer or ecologist, this may permit him to raised perceive his marketplace surroundings and sustainable construction. In consequence, this creator proposed a brand-new CSR matrix: “the complementarity matrix of seven obligations of an organization: towards CSR advertising and marketing“. This matrix refocuses at the corporate as a big actor of alternate with its shoppers. This CSR manner is advanced via a focal point on 5 primary spaces:

  1. The felony context is known via the incentives and the laws of requirements to recognize, attempt for, or exceed.
  2. The context of the marketplace the place shoppers are at all times not easy extra transparency, materializing in an actual dedication to a extra cutting edge corporate, respectful of our surroundings and moral in its raison d’être or undertaking; with the corollaries of respecting native populations, the site-landscape-environment and supporting native employment.
  3. As for the commercial context, the matrix takes into consideration manufacturing prices, the lifestyles cycle of the services or products, and the reality of making, the relief or growth of a low-carbon manufacturing power device in a sustainable solution to be extra aggressive and from time to time much less depending on power providers; as for the monetary marketing strategy, it analyses transparency of corporate’s movements, such because the cost of taxes and the readability and correctness of its accounting operations.
  4. It follows the virtual context, which means the corporate’s recognize for the appliance of virtual rights for shoppers in addition to for workers and stakeholders; the similar is correct additionally for the environmental and behavioral have an effect on (dependancy) of the virtual sphere for stakeholders in addition to shoppers.
  5. In spite of everything, the matrix appears to be like at governance and control as on account of strategic choices and movements to promote items or products and services in the marketplace in a moral method.

CSR Advertising and marketing should be mindful the results of complementarity, from the native to the worldwide, from people to the surroundings by the use of the virtual size. It is necessary to spot the contributions or the reciprocity of views (fits, mismatches) in addition to the medians between well-being and well being throughout the corporate (native) and the societal values ​​advocated or wanted (world). Additionally it is very important to investigate the interactions between the golf green footprint (native) and the blue footprint (world), with out forgetting the connection between buyer orientation and the virtual size in addition to interior and exterior governance. The materiality of the development movements should then interact in brief, medium, and long-term making plans with regards to the priorities of the corporate and the expectancies of society.

The temporal and spatial-societal sides are very important on this new mind-set in regards to the marketplace and the aim of the corporate within the face of the demanding situations of the twenty first century, the matrix of complementarity can assist to attract a extra reasonable portrait of the state of present, the movements to be stepped forward and the goals to be completed.

Committing to a CSR manner calls for rethinking what you are promoting approach to broaden gross sales in keeping with the wishes of renewed shoppers. It should be sustainable with certain penalties for all of society, steadily within the context of relocating productive programs for the West. This has to happen in a moral method via an organization searching for monetary enlargement and the conclusion of (viable) benefit; then a collective accountability for an international international is dedicated via accountable advertising and marketing and conversation the place transparency should be a concept of motion with the mobilization and cooperation of all stakeholders (financial advantages, technique in any respect scales of the Earth, political efficiency, known social calls for and moral values).

We’re within the context of the Anthropocene which is a brand new geological age characterised via the appearance of people as the primary actor of environmental adjustments on Earth, for some exceeding geophysical forces. This age of people provides new accountability to their industrial movements via allowing for the worldwide and native affects of company job on our planet.

This new strategic matrix objectives to spot the complementarities provide or now not between the 2 spheres, native and world, people and surroundings.

Very similar to the motion of Netflix whose technique is to offer an inclusive framework and recognize for the diversities inside its corporate, with nice ingenious freedom (well-being, well being, and larger task flexibility) however having as a corollary an have an effect on on a societal scale during the inclusive message very steadily found in screenplays and tv productions (societal price).

It’s the similar with the golf green and blue footprint, and the interdependencies between the native and the worldwide. For instance for its provide chain, the Nike workforce lately indicated {that a} educate made it conceivable “to minimize the disturbances of the Provide Chain”. In August 2021, Nike deliberate a particular educate from Los Angeles to Memphis, a “one-off educate”. It’s a right away rail hyperlink between the biggest container ports within the nation and the corporate’s factories in Tennessee due to a partnership with native carriers for speeded up unloading and a redesigned carbon footprint (Inner governance, externally with railway companions and providers).

As for the Intel workforce (microprocessor), within the context of geopolitical wondering and other societal values ​​between The usa and Asia, but additionally resilience for its provide chain, it’s making an investment greater than 20 billion bucks in new chip production websites to construct two new technology-advanced factories in Ohio, business and advertising and marketing pondering (Made in USA/native) are found in its provide chain resilience.

On this sense, and increasingly more, a CSR technique accompanies or is superimposed on movements to relocate the productive programs of businesses within the West.

In spite of everything, with the instance of the BMW automotive workforce, members of the family and dialogues are incessant between the native and the worldwide, the corporate and its providers, and the blue and inexperienced imprints. Those dialogues are in detail connected and from time to time reply to one another in an overly short while. The German workforce is increasingly more asking its providers around the globe, and particularly for electrical automobiles, to align themselves in flip with the crowd’s carbon-environmental footprint goals. The relationships or representations of our international, extra sustainable, between belief and revel in of a manufacturing cycle, undergo trophies and competitions for the most productive cutting edge providers and input right into a discussion – mediation between all of the stakeholders and the manufacturing chains.

This new matrix is ​​dynamic in a backward and forward between the native and the worldwide, but additionally from the native (well-being and well being) to the native (inexperienced footprint) with, as an example, ergonomics at paintings and recognize for native populations, even native employment which matches hand in hand in what the stakeholders recall to mind a accountable corporate. The similar is correct on an international scale the place Societal Values ​​and the Blue Footprint reply to one another via certain representations of the motion to be undertaken via combining with efforts to maintain our biosphere. People and their environments spotlight an remark of the necessities of accountability between stakeholders.

In conclusion, it is important to be mindful the interactions between the “seven obligations (7Rs) which will dangle a extra vital personality within the match of crises, new competition, or new laws. This complementarity matrix, subsequently, has a strategic scope, because it engages the corporate internally and externally (clear CSR conversation). In spite of everything, it has the good thing about having a powerful spatial-temporal facet during the seek for medians which offers you a key to the stock of your corporate and put in force a CSR business plan.


R. for accountability or resolution for an “growth motion”. This matrix establishes on the strategic degree a fast industry prognosis making it conceivable to spot via record and simple classification the movements provide or accountable growth in each and every space or to spotlight shortcomings. This can be a grid for mirrored image and visualization permitting us to glimpse and later justify the location of the corporate during the seven primary pieces and their conceivable incorporation – justification in a Socially Accountable Investments Plan (SRI) from an international corporate (or Sustainability Reporting Gear – Combine ESG Compliance).

R.1 Smartly-being & well being is interpreted as toughen for the contentment and certain construction of staff on the interior degree, recognize for requirements and dealing prerequisites.

R.2 Societal, interpreted because the accompaniment of latest humanist societal values of inclusion and otherness on account of an incessant discussion between the corporate and society (cooperation, consciousness marketing campaign, environment an instance).

R.3 Inexperienced interior footprint interpreted as toughen in opposition to new manufacturing values – inexperienced logistics in additional sustainable purchases and consciousness of our surroundings as regards to the corporate and its have an effect on (local weather and biodiversity): symbol and panorama given on the native degree [Design / Manufacturing / Storage / Energy / Raw materials : supply chain].

R.4 Blue exterior footprint interpreted as toughen in opposition to a extra collective manner, networked on an international scale, cooperative and incentive with the very important function of Distribution-Delivery and Communique : provide chain. It additionally comprises the collection of companions for integration right into a extra sustainable manufacturing device with lowered affects in an international chain of unity (local weather and biodiversity). [Blue for Ocean = 70% of the world].

R.5 Buyer orientation interpreted because the very important components of Buyer Orientation during the buyer revel in in situ or on-line: accessibility & incapacity, well being, protection, safety, truthful practices (contracts & after-sales provider), consciousness of customers.

R.6 Virtual code interpreted as toughen in opposition to a courting of believe between the corporate, its staff, shoppers and the sovereign State in relation to the Virtual Rights of People (a), Worker / Robots / AI (b) and personal knowledge capture-exchanges (c). Virtual as a way of lowering inequalities and selling economies of scale and now not as a supply of war and unlawful keep an eye on.

R.7a Inner governance [1] interpreted as toughen in opposition to extra sustainable, clear and moral control at corporate degree.

R.7b Exterior governance interpreted as toughen in opposition to extra sustainable, clear and moral control on the degree of the corporate’s monetary actors, but additionally participation in alternate with institutional, social and NGO actors (advances for the global cooperation).

= R. International permitting a primary overview of the overall CSR audit of an organization appearing the shortcomings (a), the advances (b), the successes (c) and the questions (d).

International Duty for Pride (RGS) shoppers, staff, managers and stakeholders the place the standard of lifestyles, of eating items and products and services and of speaking is environment friendly within the pursuit of earnings for all.

Make a selection Bibliography

  • Aguilar, F. J. Scanning the industry surroundings. New York: Macmillan, 1967.
  • Alain Decrop, Audrey Bonnemaizon, Leila El Gaaied, Hélène Gorge, Charlotte Lecuyer, Fanny Reniou (2022), Ouvrage Wiki AFM. Advertising and marketing pour une société responsable. Se former au advertising and marketing et transformer le advertising and marketing, Affiliation française du Advertising and marketing.
  • Achmad, W. and Yulianah, Y. (2022). Company Social Duty of the Hospitality Trade in Knowing Sustainable Tourism Construction. Enrichment : Magazine of Control. 12, 2 (Apr. 2022), 1610-1616.
  • P. Ballester. Matrice de complémentarité des 7 responsabilités RSE d’entreprise. AFM. Advertising and marketing pour une société responsable. Se former au advertising and marketing et transformer le advertising and marketing, Affiliation française du Advertising and marketing, 21 p., 2022. ⟨hal-03704319⟩.
  • P. Ballester. Analyse des influences de l’environnement: vers un élargissement du modèle PESTEL aux regards des 17 objectifs du développement sturdy (SDG), le PESTEL-ID. Ouvrage Wiki AFM. Advertising and marketing pour une société responsable. Se former au advertising and marketing et transformer le advertising and marketing, Affiliation française du Advertising and marketing, 24 p., 2022. ⟨hal-03704652⟩.
  • Berque, A. (2019). An enquiry into the ontological and logical foundations of sustainability: Towards a conceptual integration of the interface ‘Nature/Humanity’. International Sustainability, 2, E13.
  • Bloch, Ernst, Le Principe d’Espérance Paris, Gallimard 1976.
  • Dahlsrud, A. (2008). How company social accountability is outlined: an research of 37 definitions. 836 Company social accountability and environmental control, 15(1), 1-13.
  • Epstein, Marc J. (2014). Making Sustainability Paintings: Highest Practices in Managing and Measuring Company Social, Environmental, and Financial Affects, Routledge
  • Marcel, Mauss, Essai sur le don. Forme et raison de l’échange dans les sociétés archaïques, PUF, coll. « Quadrige Grands textes », 2007, 248 p.
  • Mintzberg Henry, The case for company social accountability, Magazine of Industry Technique (pre-1986), Fall 1983, 14 p.
  • Nordhaus, William D. “Financial Expansion and Local weather: The Carbon Dioxide Downside.” The American Financial Evaluate, vol. 67, no. 1, American Financial Affiliation, 1977, pp. 341–46.
  • Porter, M. E., & M. R. Kramer. (2011). “Growing Shared Price.” Harvard Industry Evaluate, 89(1/2), 62–77.
  • Xia, Bo, Olanipekun, Ayokunle Olubunmi, Chen, Qing, Xie, Lin-Lin, & Liu, Yong (2018). Conceptualising the cutting-edge of company social accountability (CSR) within the building business and its nexus to sustainable construction. Magazine of Cleaner Manufacturing, 195, pp. 340-353.
  • Zaman, R., Jain, T., Samara, G., & Jamali, D. (2022). Company governance meets company social accountability: Mapping the interface. Industry & Society, 61(3), 690-752. SAGE.
  • Rifkin J. (2012), The 3rd Commercial Revolution: How Lateral Energy Is Reworking Power, the Economic system, and the Global, Palgrave Mac Millan, N.Y.
  • ISO 26000 and OECD Pointers – Sensible assessment of the linkages.


The perspectives, evaluations, and positions expressed inside all posts are the ones of the creator on my own and don’t constitute the ones of the Company Social Duty and Industry Ethics Weblog or of its editors. The weblog makes no representations as to the accuracy, completeness, and validity of any statements made in this website and may not be accountable for any mistakes, omissions or representations. The copyright of this content material belongs to the creator and any legal responsibility in relation to infringement of highbrow assets rights stays with the creator.