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1. Introduction介绍
本报告的重点是沃达丰澳大利亚公司的社会责任是什么，以及公司如何承担这一责任。本报告考虑了沃达丰澳大利亚作为通信运营商的行业特点，并进一步讨论了其企业社会责任以及公司如何适应不断变化的社会。
The report focuses on what the corporate social responsibility of Vodafone Australia is and how the company undertakes this responsibility. This report considers the industry characteristics of Vodafone Australia as a communication operator and further discusses its corporate social responsibilities and how the company adapt itself to the changing society.
1.1 Research aim研究目的
本报告旨在评估沃达丰澳大利亚公司的社会责任，分析其优缺点。通过分析，可以看出沃达丰澳大利亚公司社会责任的全貌。此外，还可以提出相应的建议。
The purpose of this report is to evaluate the corporate social responsibility of Vodafone Australia and analyze its advantages and disadvantages. Through the analysis, the whole picture of Vodafone Australia’s corporate social responsibility can be identified. Furthermore, recommendations can be made accordingly.
2. Theoretical background理论背景
对企业社会责任的研究由来已久。第二次世界大战以来，随着科学技术的进步和生产社会化的加剧，以经济实力为核心的企业对经济生活的影响越来越大。同时，公司治理所产生的劳动、消费者和环境问题也在不断上升，逐渐引起社会、政府和企业对公司社会责任的广泛关注。
There is a long-standing research on corporate social responsibility. Since the second World War, along with the advance in science and technology and the intensification on socialization of production, economic power at the core of enterprise has an increasing impact on economic life. At the same time, the issues on labour, consumer and environment engendered by corporate governance are rising, which gradually attracts the widespread attention of society, government and enterprise on corporate social responsibility.
1953年，霍华德•R•伯恩在其著作《商人社会责任》中首次提出了商人的社会责任，这种社会责任依赖于执行、操纵、必须符合社会目标和价值观的行动的政策，这是研究的标志。社会责任思维。KeithDavis（1960）将社会责任定义为商人在决策和采取行动时除了直接的经济和技术利益外，还应考虑其他利益。约瑟夫.W.梅奎尔（1963）指出，企业不仅承担经济和法律义务，而且承担社会责任，这体现在经济和法律义务的基础上。1979年，卡罗尔指出，企业的社会责任包括对经济、法律、道德和自由决策的社会期望。几年后，他对企业社会责任理论进行了纠正和充实。20世纪80年代的利益相关者理论为企业社会责任的研究奠定了坚实的基础，为企业社会责任的实施提供了良好的分析工具。In 1953, Howard R. Bowen was the first person to put forward the social responsibility of businessmen in his book Social Responsibility of Businessmen depended on the policy on execution, manipulation, actions that must in accordance with social targets and values, which was a symbol of researching social responsibility thinking. Keith Davis (1960) defined social responsibility as businessmen should consider the interests besides direct economic and technological interests in making decisions and taking actions. Joseph W. MeGuire (1963) described that the enterprises not only undertake the obligation on economy and law, but also shoulder the responsibility for society, which is embodied on the basis of the obligation on economy and law. In 1979, Carroll illustrated that social responsibility of business consisted of a social expectation on economy, law, morality and free decision in a specific point. After several years, he rectified and enriched his theory about corporate social responsibility. Stakeholder theory in the 1980s laid a solid foundation for researching corporate social responsibility and provided an excellent analysis tools for the implementation of corporate social responsibility.
A large amount of scholars expressed their definition on the stakeholder. Hill & Jones (1992) thought that stakeholders put a bet in a single or multiple way, who may influence the enterprise’s activity or may be affected by the activity. Milton Friedman (1998) believed that stakeholders invested some enmity capital, human capital and financial capital or some valuable things and undertook the risks. It can also be said that they undertook the risks owing to corporate activity. Stakeholders had the rights on morality or law and the enterprises should assume obvious responsibility on the welfare of stakeholders. Although there is no united definition on corporate stakeholders at present, the range of corporate stakeholders include creditor, shareholder, supplier, employee, competitor, government and community and so on.
From the perspective of the commensal relationships between stakeholder and company, stakeholders invest their resources on the enterprises and expect to be rewarded. The relationships between them are interacted in that they will be affected by the activity of enterprise operation, and vice versa. From the angle of corporate morality, the enterprises bear the responsibility on safeguarding stakeholders in that the corporate activity can have an impact on stakeholders. Given that stakeholders affect the activity of enterprise operation, continuous operation of enterprises need to acquire the support of stakeholders and eliminate their negative influences on the enterprises as much as possible. The enterprises take active in shouldering the responsibility on stakeholders, which is a prerequisite for achieving these. That is to say, the enterprises should and must assume the social responsibility on stakeholders as an object.
According to the industry characteristics of stakeholders in the communication operation, stakeholders can be classified into three types. The first includes investor, commercial bank and other creditor in the company. The second consists of employee, operator, user, competitor with same industry, commercial partners, supervisor, media and non-governmental organization. The last incorporates ecological environment and resource environment. Vodafone pays more attention to establish a harmonious relationship with stakeholders and attaches importance to communication and interaction with stakeholders while developing the enterprise to construct a base on trust and cooperation. At the same time, Vodafone should give consideration to different demands of stakeholders and regard the interests of the stakeholders as their responsibility to create value and share success together.
3. Corporate Social Responsibility of Vodafone Australi
3.1 Company Profile
Vodafone Australia is an Australian telecommunications company providing mobile and fixed broadband services. Mobile network of Vodafone covers more than 22 million Australians, and the company has begun rolling out fixed services via the National Broadband Network. As of 30 June 2017, Vodafone’s customer base was approximately 5.7 million. Vodafone employs around 3,000 people at its Sydney, Melbourne, Brisbane, Adelaide and Perth offices, Customer Care Centre in Hobart and more than 120 company-owned retail stores throughout Australia.
In the official website of Vodafone Australia, the company emphasizes that the people and partners are the secret of Vodafone’s sustainability of business. The company always wants their people to be themselves at work, that’s why Vodafone focuses on creating an inclusive environment which welcomes diversity, equality and opportunity. The company believes that they need to invest in each individual to maximise their potential and elevate their performance. Besides, Vodafone has undertaken its responsibility to the community and society, its service and product are not only putting people first, which are also friendly to environment and with excellent performance. In the following, this report will discuss how Vodafone Australia undertakes its corporate social responsibilities, specifically discusses its communication with stakeholders, its protection on stakeholders, as well as its contribution to the community and society.
3.2 Communication with stakeholders
To government: strictly abide by relevant management rules of the government and make response to the government work.
To clients: Inquire clients’ opinion through multiple channels, understand client’s demand and feeling and improve the feedback reflected by clients as soon as possible.
To employees: constantly expand and improve communication mechanism and fully listen to the opinions and suggestions proposed by employees.
To investors: expose information accurately and timely in the attitude of being responsible to shareholder and establish smooth communication channels. Devote to communicate in a normalized way and manage stably to win the trust from capital market.
To value chains partners: lay out united and public purchase criterion and define normalized management policy to promote the industrial prosperity.
To industry: strictly adhering to industry regulations and policies, actively cooperate with the supervision of competent authorities of government, to compete with a rational attitude and jointly create a healthy and orderly competition environment. #p#分页标题#e#
To public: increase the transparency of the enterprises, build a communication environment featuring transparency and openness, establish long-term and normalized communication mechanism, understand and respond to public opinion through multiple channels and regard social assessment as an important base on the improvement of operation work.
3.3 Protection on stakeholders
The development of employees and protection of interests. Vodafone provides equitable development opportunity for employees, stick to equity on man and woman an the policy of equal pay for equal work, pay attention to the health and safety of employees and stress development plan on the career of different positions through establishing scientific and complete performance incentive and feedback mechanism.
The protection on consumers’ rights and interests. The protection on consumers’ rights and interests is an eternal issue on the society. Consumers are the final users of products. The assessment of products and service are directly related to consumers’ interests, thus, consumers are also important groups of stakeholders. Mobile communication is a significant channel transmitting personal information, so it is so important to protect client’s information and privacy. Vodafone establishes a set of management system of data safety that includes technological process and operation process to intensify the clients’ awareness of protecting personal information, establish a system process cooperating with law enforcement office and strictly obey relevant laws and regulations of the nation.
Strengthen consumers’ illustration and consumers’ tutorship. Eradicate misunderstanding clients furthest and the emergence of damaging clients’ interests.
Governess spam message and reduce bad information transmission.
4. Conclusion
As one of the biggest wireless providers in Australia, Vodafone pays more attention to establish a harmonious relationship with stakeholders and attaches importance to communication and interaction with stakeholders while developing the enterprise to construct a base on trust and cooperation. At the same time, Vodafone gives consideration to different demands of stakeholders and regard the interests of the stakeholders as their responsibility to create value and share success together.
References
Carroll, A.B., Hatfield, J.D. (1985). An empirical examination of the relationship between corporate social responsibility and profitability. Acad. Manag. J. 28(2), 446-463.
Howard R. Bowen&Jean-Pascal Gond. (1953). Social Responsibilities of the Businessman. University of Iowa Press; Reprint (2013).
Jones T. M. (1995). Instrumental Stakeholder Theory: A Synthesis of Ethics and Economic, Academy of Management Review 20(2), 404-437.
Joseph W.McGuire. (1963).Business and Society. New York: McGraw-Hill, 1963, p.144.
Keith Davis. (1975). Five propositions for social responsibility. Business Horizon, (6), 19-24.
Milton Friedman. The Social Responsibility of Business is to Increase its Profits.
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