奥美内部资料倾情分的享.ppt

Abbott Laboratories  China citizenship and policy approachPrepared by Ogilvy PR Worldwide, BeijingMarch 10th, 2008 Agenda The Ogilvy Team and CSR Approach Overview of the Development of CSR in China Best Practice Case Studies– Wyeth and Novartis Abbott Brief Abbott Global CSR Approach Our Suggestion Discussion The Butterfly Approach CSR IN CHINA - A TIMELINE Key Findings - External Stakeholder Audit Key Factors for successful CSR Programmes: Top Management buy-in and support Employee buy-in and support Projects directed towards government development goals: the development of a “Harmonious Society” International Companies and CSR in China In general, International Companies: Are ahead of the game but local companies are quickly catching up Need to comply with their global standards in China Most mentioned “most socially responsible enterprises” are BASF, Microsoft and GE Findings: Key External stakeholder Audit In general, International Pharmaceutical companies: Have not generated much of an impression in terms of CSR initiatives Can help to develop harmonious society by addressing:- Public health issues- Providing patient care- Training medical professionals training- Addressing pricing and product/drug safety issues Bayer, Johnson Johnson and Novartis Common Trends: Engaging in partnerships with government organizations and NGOs Launch training programs for medical professionals Other public health initiatives Bayer dominated two major areas in poverty alleviation and environmental protection Wyeth – Comprehensive Involvement CSR Achievements: 2007: Recognized by the 21th Century Business Herald as “the most socially responsible enterprise” Employee programs: - “Green Apple” and “Campus Recruitment”- Competitive compensation scheme- Codes of conducts: GMP; ISO9002; HACCP; ISO14001; OHSAS Environmental programs: - Recycling- Energy saving - Media education campaign Supply Chain Management: SOP Suzhou factory re