Integrating Strategy and Corporate Community Involvement in a Balanced Scorecard; Results from Action Research at Merck Thailand Ltd.

9th EURAM Conference, Liverpool, UK, May 11-14, 2009

36 Pages Posted: 31 Jul 2009 Last revised: 30 Jul 2014

See all articles by Erik G. Hansen

Erik G. Hansen

Johannes Kepler University (JKU) Linz

Martin Sextl

Technische Universität München - TUM Business School

Ralf Reichwald

Technische Universität München - TUM Business School

Date Written: May 11, 2009

Abstract

Increasingly large multinational corporations (MNCs) recognize the positive effects of Corporate Social Responsibly (CSR) on customers, employees, and talents. However, Small and Medium-sized Enterprises (SMEs) or local units of MNCs may not have the same spectrum of responsibilities, due to minor operations, with less scope, and fewer social and environmental issues. In these cases, we argue that a strategy which integrates Corporate Community Involvement (CCI) can be strong alternative to the broader concept of CSR. Still, to really make CCI accepted as a strategic approach amongst executives and employees, we argue that CCI should be integrated into strategic tools like the balanced scorecard. We thus develop a generic model for a Community-enabled Balanced Scorecard (CeBSC). Then, we apply this model in an actions research project in a subsidiary of a large chemical and pharmaceutical MNC. The paper ends with a discussion and conclusion.

Keywords: Corporate Community Involvement, Corporate Citizenship, BSC, sustainability balanced scorecard, responsible leadership, responsibility leadership systems

JEL Classification: M1, M14

Suggested Citation

Hansen, Erik G. and Sextl, Martin and Reichwald, Ralf, Integrating Strategy and Corporate Community Involvement in a Balanced Scorecard; Results from Action Research at Merck Thailand Ltd. (May 11, 2009). 9th EURAM Conference, Liverpool, UK, May 11-14, 2009. Available at SSRN: https://ssrn.com/abstract=1440327 or http://dx.doi.org/10.2139/ssrn.1440327

Erik G. Hansen (Contact Author)

Johannes Kepler University (JKU) Linz ( email )

Linz
Austria

HOME PAGE: http://www.jku.at/iqd/content/e288348

Martin Sextl

Technische Universität München - TUM Business School ( email )

Arcisstrasse 21
Munich, 80333
Germany

Ralf Reichwald

Technische Universität München - TUM Business School ( email )

Arcisstrasse 21
Munich, 80333
Germany

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