以品牌價值觀點探討企業社會責任施行與成效：以Diageo為例

Abstract

企業試圖在消費者心中建立強勢品牌，因為品牌能夠企業的差異化工具以及競爭能力，而使得銷售增加並回饋到營業利潤。此外，消費者也願意支付溢價購買那些他們知曉且令他們信任的企業品牌所生產之產品及服務。第三方公信單位的年度全球品牌調查更證明了，品牌已勝以往更具價值，而品牌正如同其他重要投資，需要受到嚴實的保護已確保企業長存久治。\n\n企業社會責任的內容除了能夠強化與消費者間的情感聯繫，更能建立企業品牌和利害相關人之間的深層連結。透過企業社會責任的活動來促進品牌形象，鼓勵外部積極提供意見改善企業內部活動，最終對品牌形成正面效益。選擇自行公開揭露相關社會責任資料的公司，顯示了外部溝通活動和內部經營作業具有高度一致性，有助於建立品牌的聲譽，增加差異化的競爭優勢，更可以累積企業品牌價值。\n\n透過價值鏈以及鑽石模型工具，發現本研究之個案公司Diageo進行了企業能力的盤點，並觀察產業活動從策略角度切入，以發展全面性企業社會責任專案。對內從價值鏈著手進行創新活動，整合上中下游的商業夥伴，對外主動配合政府法規並與消費者建立誠信關係，徹底將社會責任融入企業營運之中，不僅有效降低產業中的營運風險及成本、增加核心能耐以創造產業內的競爭優勢、更協同利害相關人進行價值創造，最重要的是維護企業品牌聲譽，使其業務更具合法性，累積消費者新中的品牌形象並達成品牌價值的提昇。

Corporates intend to build up powerful brand images and grow brand value due to brand can differentiate corporates. Corporate social responsibility (CSR) has become an influenceal concept and tool for corporates’ self-promotion. CSR not only establishes emotional connection with consumers but also create linkage of corporate brand and various stakeholders. If corporates devoted into CSR and decided to spontaneously disclosure information to the public regarding internal operations and external communications, CSR activities can promote brand reputation, obtain competitive advantage and eventually accumulate brand value.\n\nBy using the strategic management tools of value chain and diamond model, the paper discovers that Diageo runs a very successful CSR program with outstanding performance. Diageo evaluates its corporate abilities and observes industry activities from strategy perspective both inside-out and outside-in to develop a comprehensive CSR project that takes economy, society and environment into consideration. CSR is fully integrated into business strategy and day-to-day operations to manage foreseeable enterprise risk. It results in enhancing core competence among other industry competitors, creating shared value with stakeholders, and last but not least is to stabilize corporate reputation to achieve the goal of intensifying brand value.