Chapter 14: Comparing CSR approaches: Accenture and GrupoNueva
Aims of the exercise
- To identify differing approaches to CSR and corporate citizenship
- To compare two contrasting companies in respect of CSR
- To draw conclusions on key aspects of CSR goals and strategies which will be of aid in assessing CSR performance in other companies
Getting started
Both these companies are featured in case studies, SX 14.1 on Accenture and CS 14.1 on GrupoNueva. Read these case studies before doing this exercise. Go to GrupoNueva’s homepage at
www.gruponueva.com. Read the summaries under the different topics listed, including vision and values, governance and business strategy. Now go to the homepage of Accenture, at
www.accenture.com. Here you will also find topics listed. Look at the summaries under these topics. The topic, ‘About Accenture’ contains a variety of information, including Corporate Citizenship and Corporate Governance. Look at some of these entries.
Tasks
A. Questions
- Compare Accenture and GrupoNueva on the following topics:
- (i) Values and goals. Note that Accenture does not mention CSR, but speaks of corporate citizenship. Is this just another way of saying CSR, or does this difference in terminology represent a different approach?
- (ii) Business strategies
- (iii) Corporate governance
- Now, summarize your findings. Which of these companies would you consider to be closer to a CSR perspective?
- Cite your evidence from material on the corporate websites.
B. Reflection
- In what respect is the contrast between these two companies most obvious?
- What is the main message which Accenture is emphasizing on its home page?
- You will have noticed the theme of Tiger Woods, the golfer, on the Accenture website. In your view, how does this enhance (or weaken) the company’s image?
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