Managing Turnaround with Responsible Entrepreneurship: The Kedrion Case

ROLE OF THE CEO: MANAGING BEYOND MATRIX, Pramod Rao and Simantee Sen, eds., Icfai University Press, 2007

25 Pages Posted: 17 Dec 2010

See all articles by Mario Minoja

Mario Minoja

Università degli studi di Modena e Reggio Emilia (UNIMORE); Bocconi University

Giulia Romano

University of Pisa - Department of Economics and Management

Date Written: October 23, 2006

Abstract

In the present paper we argue that discipline and enthusiasm (or commitment) are two basic drivers of CSR within an organization. This distinction aims to capture “how” CSR is actually promoted and spread within an organization, while scholars seem to place greater attention on the “why”, that is the reasons for CSR. We explore this issue with the aim of Kedrion, an Italian, family – owned, medium – sized company, active in the hemoderivatives industry, that reacted to financial difficulties also by investing significant managerial resources to CSR and business ethics.

The Kedrion case suggests that discipline and enthusiasm can play very important, even if different, roles in promoting and spreading CSR within a medium – sized company. In case of discipline, CSR has as primary function that of reducing a firm’s risk profile and saving reputation, focusing on formal rules and specific organizational structures, and tends to have a relative loose linkage with corporate strategy. Instead, commitment and enthusiasm can become powerful drivers of a CSR when corporate strategy is inherently socially valuable, and a company’s decision makers put social value of corporate strategy at the core of both internal and external communication.

Keywords: CSR, business ethics, case study, Italy, corporate strategy

JEL Classification: M14

Suggested Citation

Minoja, Mario and Romano, Giulia, Managing Turnaround with Responsible Entrepreneurship: The Kedrion Case (October 23, 2006). ROLE OF THE CEO: MANAGING BEYOND MATRIX, Pramod Rao and Simantee Sen, eds., Icfai University Press, 2007. Available at SSRN: https://ssrn.com/abstract=1725194

Mario Minoja

Università degli studi di Modena e Reggio Emilia (UNIMORE) ( email )

Viale A. Allegri 9
Modena, Modena 42121
Italy

Bocconi University ( email )

Via Sarfatti, 25
Milan, MI 20136
Italy

Giulia Romano (Contact Author)

University of Pisa - Department of Economics and Management ( email )

Via Ridolfi, 10
Pisa, I - 56124
Italy

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