Essay on implementing a sustainable csr strategy

Implementing a sustainable CSR Strategy by using a System Mechanics Perspective: evidences from a Colombian case-study

Enzo Bivona


, Sonia Herrera Daza



During last decades, Corporate and business Social Responsibility (CSR) approaches received an evergrowing attention from both businesses and no profit organisations. However , usually organisations are not able to correctly implement a successful CSR strategy. Throughout the analysis of your case-study, this paper tries to demonstrates how a CSR strategy could fail in the long term if a open-loop logic is usually adopted. On the other hand, by making direct the reviews loops framework underlying a CSR technique, the system mechanics approach probably will better support decision manufacturers in applying effective CSR strategies capable to foster lasting long term development.

After discussing the main rewards and restrictions of the CSR concept reported in materials, the case-study is presented and the method adopted to introduce a CSR strategy is explored. Then, this kind of approach is reconsidered in a feedback point of view and presented with reference to the case-study researched. Finally, results and further feedback are discussed.

Keywords: corporate social responsibility, non income organisations, learning, system considering, system characteristics, Balanced Scorecard.

1 . Introduction

During last decades, Corporate Social Responsibility (CSR) tactics received an expanding attention by both businesses and no profit organisations (Kotler and Lee, 2005; Soonawalla and Alnoor, 2005). However , there may be still insufficient simple explanations on how companies implement CSR intentions. Furthermore, the analysis provided generally suffer of methodological incongruencies and very rarely take into consideration a system perspective (Porter, 2008). On account of the above feedback, organisations do not correctly put into practice a successful permanent CSR technique (Schwartz and Gibb, 1999). The purpose of this paper is always to analyse the concept of CSR also to understand how it is usually effectively released in a nonprofit organisation. To this aim, an analysis with the feedback (*)

Assistant Mentor in Business Administration, University of Palermo (Italy), Faculty of Political Sciences, Master Phil. in System Dynamics, University of Bergen (Norway), CED4 System Aspect Group, enzo. [email protected] this,, Related author


Emssanar ESS, Master in Managing Organization Growth through System Dynamics and Accounting Models, School of Palermo, [email protected] com


trap relationships underlying the design of a CSR approach in a Colombian non-profit business has been conducted.

Emssanar is known as a non-profit company aimed to offer health care insurance providers to the indegent and to foster socio-economic progress in the Southern of Colombia. This initiative started in 1994 in the Associated with Pasto inside the NariГ±o Region through a financial support with the national government. Emssanar at first founded like a cooperative, provided health care insurance companies to poor people. This service has been immediately appreciated in the area, and allowed the business to guide them with a growing volume of members. Based upon such a good result, the founders recognized the opportunity to offer other healthcare services. As a result, new partners' organisation were created. Especially, in 2002 the Emssanar Group put:


Emssanar ESS, a health care insurance company;


Emssanar IPS, a tiny chain of first aid private hospitals in different cities;


Emssanar pharmacy, chemist resellers.

As 2000, Emssanar Group mission was oriented not only to give health case services, nevertheless also to work a interpersonal redistribution of the resources produced by the Group. In order to improve this process, the management recognised the need to clearly implement a CSR approach.

Due to the intricacy related to the management of first aid private hospitals, pharmacy resellers and a...

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