The Surging Tide Of Soft Power Of Enterprises

Today, with the surging market tide and the rolling trend of globalization, the economic civilization dominated by cooperation, harmony and win-win situation calls for the soft power of enterprises with social responsibility as the core. Deng Zhenghong, an expert on enterprise survival management and founder of enterprise future survival management thought, believes that in today's economic globalization, it has increasingly become an important means for enterprises to enhance their own brand and image and to open up international and domestic markets (this article comes from the column of Bray Deng Zhenghong) which has been paid more and more attention by all walks of life, which is also a question of building a harmonious society An important topic to avoid. According to Deng Zhenghong's enterprise future survival management thought, consciously fulfilling the social responsibility of the enterprise as a corporate citizen reflects a positive survival state of the enterprise, and is also the starting point for the enterprise to pursue the core survival. An enterprise that attaches importance to and earnestly performs its social responsibility is also an enterprise responsible for its own future and destiny. The process of an enterprise to fulfill its social responsibility is also a process of establishing its own good public image, enhancing its market competitiveness and accumulating its soft power. With the advent of globalization and information age, the company scandals caused by the expansion of capital strength, environmental disasters caused by improper behavior, conflicts with employees, and lawsuits from consumers and other stakeholders may quickly put the company's reputation at risk globally (this article is from the column of Bray Deng Zhenghong) in consumers and investment The negative impression will be produced and the value of the company will be damaged. Gordon Davis, chief representative of the Democratic Association for international affairs in China, who has been committed to promoting corporate social responsibility for many years, commented that "corporate social responsibility is not a charitable act, but a prudent risk management method. It itself means good business opportunities, and can bring real profits for enterprises, which is conducive to the sustainable development of enterprises At present, many domestic enterprises have a higher understanding of the role and significance of soft power, but they have not paid enough attention to the guiding role of soft power in the operation and management of enterprises and the integration of resources, and most of them are "showing off". It's a big mistake to think that making corporate culture that has nothing to do with it will enhance its soft power, and that to make donations, public welfare and charity beneficial to the society is to fulfill social responsibility. (this article comes from the column of Barry Deng Zhenghong) is to show the soft power of enterprises. In fact, this is a big mistake. According to Deng Zhenghong's theory of enterprise soft power, the real enterprise soft power is to infiltrate the soul of "soft" into all aspects of production, operation, management and service, which is reflected in employees' recognition and recognition of enterprise value concept (that is, conscientious performance), and good evaluation of corporate behavior and business characteristics by the public, customers and relevant stakeholders. For example, when enterprises fulfill their social responsibilities, they should not only do some social charity, but also implement social responsibilities all the time. Instead, they should not only take advantage of their own interests, but also take the protection of the ecological environment and the public interests as the great interests. They should organize production, pay attention to environmental protection, develop products, pay attention to customer value, advocate effective utilization of operational resources, and carry out management. They should adhere to people-oriented and consistent management In the process of these ideas, once encountering obstacles, enterprises can consciously study and solve them, so that the operation of enterprises always conforms to the track of concept guidance. Many well-known multinational corporations have continuously started the "moral revolution" in the past decade. Sony Ericsson has been committed to the cause of environmental protection and launched the "Green Partner Program". Since the third quarter of 2005, all suppliers of Sony Ericsson must pass strict examination before they can become qualified "green partners" to control environmental protection from the source. Ford company abides by the concept of "enterprise is a social citizen". The Award activities of "Henry Ford Environmental Protection Award" have been launched in more than 50 countries and regions. On this basis, the "Wildlife Protection Award" has spread to more than 60 countries such as North America and Asia. In Epson, the protection of the natural environment has become one of the important work in the long-term implementation of its production and management, and has been integrated into the corporate culture of Epson. Epson believes that "the establishment of a good trust mechanism with external stakeholders is very important for the long-term development of enterprises." In order to achieve this goal, Epson has set up the corporate social responsibility (CSR) promotion department, which sets a unified goal in accordance with the same standards anywhere in the world, and requires itself to make maximum efforts to reduce the environmental load caused by enterprise activities according to the standard of an excellent corporate citizen. This is the soft power of enterprises. It has not only soft ideas, but also hard measures in action. Therefore, soft power can be transformed into strength and can play a guiding role more effectively. In 2005, the global brand sports shoes market was $24.2 billion, of which Nike accounted for 36.6%, Adidas accounted for 22.2%, while other manufacturers did not exceed 5%. Adidas is no longer the scene, Nike is a rising star. Nike can have today's brilliance (this article is from Bray Deng Zhenghong's column), in addition to its good management, attention and practice of corporate social responsibility is also the primary factor for its success. The experience of growing up with corporate social responsibility proves that it has become a trend to attach importance to and practice corporate social responsibility; enterprises must treat corporate social responsibility in the way of risk management to ensure the sustainable development of enterprises. Ten years ago, a global anti Nike wave hit the world's most famous sports brand enterprise. The incident stems from the fact that Nike in the United States employs a large number of child labor in outsourcing factories in developing countries such as Vietnam, and all workers work continuously for fifteen or six hours in a small, dark factory. (this article is from Bray Deng Zhenghong's column) after this incident was exposed by the media, Nike was attacked and resisted by various non-governmental industry associations, labor organizations, human rights organizations and news media in Europe and the United States, and was sued by the trade union, which led to a 10-year-old crisis. Nowadays, Nike and the term "corporate social responsibility" are closely bound together. Enterprises bear more social responsibilities in environmental protection, labor and human rights. As a heavy lesson, it has been deeply rooted in Nike's corporate culture. In 2007, Nike released the corporate responsibility report for 2005 and 2006, which announced a series of corporate goals for 2011, and further integrated corporate responsibility goals into its long-term development and innovation strategy. These goals set the basic standards for improving labor conditions in the foundry, becoming a "climate neutral" enterprise, promoting sustainable product design and innovation, and enabling youth movements to unleash their potential. Mark Parker, President and CEO of Nike, said: "we see corporate responsibility as a catalyst for development and innovation (this article is from the column of Barry Deng Zhenghong) that multinational companies play an equally important role as sovereign states in a sense. Corporate responsibility is an essential part of the overall strategy of how to use our brand strengths, the energy and passion of our employees, and the benefits of scale to achieve significant changes. " Mr. Deng Zhenghong, an expert on enterprise survival management and founder of enterprise future survival management thought, believes that in today's era, besides value innovation, the performance of enterprise's soft power is more realistic, which is to implement social responsibility to the letter, and to be in a highly responsible attitude to be anxious about the society, to think about the society's thoughts and to worry about the society's worries. Not only does the enterprise consciously perform, but also advocates and connects with each other We will work together with more enterprises to shoulder social responsibility and try our best to benefit the society and repay our hometown. Enterprises with this spirit are always respected by the society. Nowadays, multinational corporations play the same important role as sovereign states in a sense. In 2007, at the Davos summer Dalian annual meeting (this article is from the column of Barry Deng Zhenghong), the president of China Mobile, Wang Jianzhou, said: "global growth enterprises, including Chinese enterprises, will have better opportunities and face more challenges in the world. But these enterprises have to bear more social responsibility. " This year's meeting put forward a proposition: how to create cooperation in the absence of leadership and governance structure? In fact, in the process of globalization, due to the lack of a reasonable global governance structure, the responsibility of multinational companies in the face of globalization will become more and more unavoidable. Now the energy and environmental problems have become the focus of global attention. Enterprises must treat employees well while making profits. More and more multinational companies have become passive to active, and gradually gain recognition of corporate social responsibility. They not only incorporate "social responsibility" into their corporate strategy, but also begin to ask their partners and suppliers to accept the examination of labor protection standards and environmental protection standards. As a result, a "corporate social responsibility" movement is quietly rising in the world, and gradually evolved into a huge wave of corporate social responsibility. All countries and enterprises feel its existence and great influence. It has become an important standard for the society and the market to evaluate an enterprise. 175 large multinational companies with the most influence in the world initiated the establishment of the World Business Council for sustainable development. These companies are located in 35 countries, with annual revenues of $5.2 trillion. They are committed to the global sustainable development voluntarily. The purpose of this committee is to develop a model of sustainable development in the world, which can continue to develop and prosper while protecting natural ecology and achieving multiple social goals. In 1999, the United Nations formulated the global compact for enterprises to promote the "code of production for enterprises" campaign. After the introduction of ISO14000 environmental management system standards, NGOs have also launched the SA8000 enterprise Club (this article is from the special column of Barry Deng Zhenghong). These norms, contracts and codes of corporate social responsibility are not only accepted by more and more countries, international organizations and enterprises, but also set an example for many multinational companies, which have promoted the CSR movement around the world with its powerful influence. Deng Zhenghong believes that corporate social responsibility is not only the mission of enterprise survival, but also the reality that enterprises must face in realizing sustainable development; it is not only an appeal of morality and conscience, but also a constraint of morality and system; it is not only a concept and culture, but also a voluntary commitment of enterprises. In the period of system transformation and rapid economic development, in the era when energy, resources and environment have become the most severe challenges in the future, the residents' environmental awareness and sustainable development concept are not only reflected in the choice of products and the investment of currency votes, but also reflected in the praise and Sublation of manufacturers. In principle, the social responsibility of enterprises is highly consistent with the realization of economic goals. In this market environment where customers pay more and more attention to choose cooperative manufacturers with public trust and moral standards, the lack of corporate social responsibility will eventually be abandoned by users and the market. Deng Zhenghong's theory of enterprise soft power points out that enhancing corporate social responsibility is an important part of corporate culture and the core content of corporate soft power. At present, China's reform and development have entered a new stage. On the one hand, there is a huge potential for economic growth; on the other hand, there are defects in the mode of economic growth, and sustainable development is facing severe challenges. Corporate social responsibility includes two aspects (this article is from the column of Barry Deng Zhenghong): in the enterprise, it is necessary to construct a harmonious and win-win atmosphere among various stakeholders; outside the enterprise, it is necessary to take the initiative to undertake the obligations to the ecological environment and all social stakeholders. Therefore, financial objectives alone can not explain the full value of the existence of enterprises. Modern enterprise is a polyhedron. As an economic enterprise, it pursues profit maximization; as a legal enterprise, it should be a good "corporate citizen"; as a moral enterprise, it should bear social responsibility.