First
Middle East Corporate Social Responsibility Summit
Posted: 25 April 2004
World and regional experts to discuss impact of business
practices on development
The growing importance of Corporate Social Responsibility (CSR)
was emphasised today as over 30 experts from around the world addressed
the significance of this business practice at the first Middle East
CSR Summit in Dubai — organised by Shell and supported by
Dubai Development and Investment Authority (DDIA).
The three-day Summit opened by H.H Sheikh Ahmed bin Saeed Al Maktoum,
President of Dubai Department of Civil Aviation and Chairman of
Emirates Group, will demonstrate how companies that embrace CSR
can not only contribute to the long-term growth and development
of the region, but also realise its positive impact on their own
business operations.
Covering a wide spectrum of subjects, the Summit will look at the
obligations and opportunities that CSR presents, measurement of
its cost and benefits, business regulations in the Middle East and
mounting pressure on corporations to account for their environmental
and social performance. The Summit will also discuss case studies
of the best and worst examples of corporate behaviour and include
practical workshops on how companies can become good corporate citizens.
In his keynote address, Ron van den Berg, CEO (EP) & Chairman,
Shell Dubai explained his company’s definition of CSR: “Simply
put, CSR means managing your business in a responsible way, being
mindful of the environment and having respect for people. In reality,
it is bound up inextricably with Sustainable Development. In fact,
the two are now virtually synonymous.”
The fact that CSR is being seriously looked at by companies around
the world, and now in the Middle East, is underlined by the high
profile of speakers at the Summit. International names include Adrian
Godfrey, Director, WW Corporate Social Responsibility, Cisco Systems,
UK and Peter Diekman, Group Head Internal Audit, ABN Amro, The Netherlands.
Well-known regional speakers will include Habiba Marashi, Chairperson,
Emirates Environmental Group; and Salem Bin Dasmal, CEO, Dubai Tourism
Development Company.
Salem Bin Dasmal said: “Corporate social responsibility is
still a relatively new concept, but one that is spreading very rapidly
throughout the business world. It is necessary that companies in
the Middle East recognise and embrace this practice for the ultimate
benefit of the community and for themselves. For many industry and
business sectors, the Middle East is a high growth area, and CSR
must become a business protocol for not only attracting inward investments
but for long-term sustainable development.”
While the incorporation of CSR as a business practice may vary
across the world, more and more companies are realising its viability
and benefits. In a survey conducted by Ernst & Young in 2002,
it was revealed that 94 per cent of company executives believed
that the development of a CSR strategy can deliver real business
benefits. In the Corporate Reputation Watch published by Hill &
Knowlton 2002, one out of three international executives felt that
CSR initiatives increased sales.
Yet another finding - Pricewaterhouse Cooper’s Annual CEO
Survey – 71 per cent of CEOs said they would sacrifice short-term
profitability in exchange for long-term shareholder value when implementing
a sustainability programme.
As Lt. General Dhahi Khalfan Tamim, Commandant General, Dubai Police
Force said: “Companies should make an effort to look beyond
the bottom line and include a social and humanitarian perspective
to their operations. It is heartening to know that large companies
are already doing so, but a lot more needs to be done.”
Mr Van den Berg concluded: “The key point is that sustainable
development or CSR – whichever you call it – is not
a short-term PR exercise. Nor is it about making public statements
that have no direct bearing on decisions and options you have in
your business. It’s about driving sustainable thinking into
your strategy and planning – and the daily conduct of operations
– to make it a living reality.”
For more information see www.iirme.com/csr
Posted by Richard Price,
Editor Pipeline Magazine
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