30+mba-第55部分
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with the German government being party to both strategies through the
participation of that country’s energy giant; E。ON。 All the while; Shell was
under pressure to match its historic profit growth。 Authenticity Consulting
(authenticityconsulting/misc/long。pdf) has a useful checklist to
help with decisions about resolving stakeholder conflict。
Whistle…blowers – an ethical longstop
Not surprisingly; the people most likely to know about unethical or socially
irresponsible behaviour are those working in the organization itself。 Governments
around the world have adopted measures to encourage a flow of
information on ethical problems and fraud from whistle…blowers – that is;
anyone employed or recently employed by a public body; business organization
or charity who reveals evidence of wrongdoing。 Whistle…blowers
have also been given a measure of legal protection。 In the United States
the Lloyd–La Folle。。e Act of 1912 started the ball rolling; giving federal
employees the right to provide Congress with information; to be followed
by a patchwork of laws covering such fields as water pollution; the environment;
the Sarbanes–Oxley Act (2002) to deal with corporate fraud and the
Whistleblower Protection Enhancement Act (2007)。 In the UK the Public
Interest Disclosure Act (1998) and various laws enacted by the European
Union and other governments provide a framework of legal protection for
individuals who disclose information。
Many firms too have established ways to a。。ract information on frauds
being mi。。ed against them; including 24…hour hotlines and corporate
ethics offices。 For example; Vodafone’s (vodafone/start/
responsibility/supply_chain/whistle…blowing。html) ‘Speak Up’ programme
– launched in 2006/07 – provides suppliers and employees working in its
supply chain with a means of reporting any ethical concerns。 Fewer than 10
Ethics and Social Responsibility 231
incidents were reported in 2006/07。 That low figure may be less to do with
the absence of ethical problems and more to do with the deeply ingrained
biases against whistle…blowing and a distrust of assurances that retribution
will not follow; especially in areas far removed from the watchful eyes of a
corporate ethics office。
These organizations can provide further background on the subject:
。 The National Whistleblowers Centre (whistleblowers):
Focuses on exposing government and corporate misconduct; promoting
ethical standards and protecting the jobs and careers of whistle…blowers。
。 Spinwatch (spinwatch): Monitors the role of public relations
and spin in contemporary society and has worked with whistle…blowers;
anonymously; on some of the most contentious issues: Northern Ireland;
the role of the media; genetic engineering; the oil industry; tobacco
smuggling; food and farming; and the war in Iraq; for example。
。 Whistleblower (whistleblower。uk): Run by journalists and set
up to allow people to sell stories to the media confidentially。 It has had
a measure of success; breaking the story on how the Richard and Judy
Show’s ‘You Say; We Pay’ petition was ripping off viewers。
。 Wikileaks (wikileaks): Its primary interest is in exposing
oppressive regimes but it offers an avenue for anyone who wishes to
reveal unethical behaviour in their governments and corporations; with
a degree of anonymity。
DOES BEING ETHICAL PAY OFF?
There is plenty of anecdotal evidence that ethical and socially responsible
organizations are be。。er places to work。 At the very least; being ethical
provides an organization with an insurance policy limiting its exposure
to a range of legal liabilities for faulty products; misleading advertising;
price fixing and discrimination at work; for example。 But evidence on
whether being ethical helps a business organization to bee and stay
more profitable is less clear。 Corpedia (h。。p://welerpedia);
a pliance and ethics training pany with clients in 60 countries;
including RadioShack; EMC; Xerox and PepsiCo; produces an index
of panies deemed ethical。 panies such as Intel; Starbucks; The
Timberland pany and Whole Foods Market are in its index; which
it claims has outperformed the S&P 500 by more than 370 per cent over
5 years。 The rather more scientific and prehensive FTSE4Good Index
Series (ftse/Indices/FTSE4Good_Index_Series/Performance_
Analysis。jsp) also shows the ethical panies to be ahead; though by a
rather smaller margin。 Over the 5 years to May 2008; the 400 panies in
the FTSE4Good Index were about 15 per cent ahead of the general index。
232 The Thirty…Day MBA
But that still begs the question of what constitutes ‘good’。 The FTSE4Good
Index sets out to measure the performance of panies that meet globally
recognized corporate responsibility standards。 For inclusion a pany
must be:
。 working towards environmental sustainability;
。 developing positive relationships with stakeholders;
。 upholding and supporting universal human rights;
。 ensuring good supply chain labour standards;
。 countering bribery。
It also excludes panies that have been identified as having business
interests in these industries:
。 tobacco producers;
。 panies manufacturing either whole; strategic parts; or platforms
for nuclear weapon systems;
。 panies manufacturing whole weapons systems;
。 owners or operators of nuclear power stations;
。 panies involved in the extraction or processing of uranium。
This only serves to highlight the problem of deciding what is ethical and
what is not。 For example; is mining uranium for nuclear power really
more harmful than; say; switching to biofuels which; aside from probably
releasing between two and nine times more carbon gases over the next
30 years than fossil fuels; will almost certainly cause food prices to stay
high; particularly in the developing world? Or is the motor industry; whose
products kill more people every year than the armaments industry; a more
ethical and socially responsible sector?
However; a small but growing band of business schools believe that
there is enough mileage in social responsibility and ethics to launch ‘green’
MBA programmes that emphasize a triple bo。。om line; also known as ‘TBL’
or ‘3BL’ – profit; people; planet。 Antioch University (antiochne。edu/
om/mba); New England; Dominican University (greenmba);
California and Duquesne University; (h。。p://mba。sustainability。duq。edu) in
Pi。。sburgh are among those offering such programmes。
Operations
management
。 Outsourcing
。 Production methods
。 Controlling operations
。 Maintaining quality
。 Information systems
To stay ahead; panies need to generate innovation; organize production;
collaborate with other panies and manage the performance of activities;
processes; resources and control systems used to deliver goods and
services。 Operations management is the catch…all title used to hold all these
disparate fields together。 O。。en in business schools the subject is afforded
a distinct syllabus of its own; as for example is the case at Cranfield School
of Management; Warwick and Bocconi; in Milan; Italy。 At Cardiff Business
School; Logistics and Operations Management are bundled together with
a strong emphasis on ‘Lean Thinking’ and in Barcelona’s Esade Business
School ‘Innovation’ is the partner subject。
However the subject is taught; the foundations if not the content
started out with the work of Frederick W Taylor。 Usually referred to as
the ‘father of scientific management’; he studied and measured the way
people worked; searching out ways to improve productivity。 His book;
The Principles of Scientific Management (1911; Harper and Row; New York);
showed how science could replace apprenticeship as the way to transfer
knowledge about how tasks should be done。 Though much misunderstood
and misapplied – the Soviet Union adopted his methods as the foundation
for its five…year plans – Taylorism; as his work became known; was the
spur to the many variants and extensions that are today bundled under
operations management。
10
234 The Thirty…Day MBA
The next big boost to the discipline took place with the introduction of
mathematical models used during the Second World War to make maximum
use of scarce resources。 Fairly mundane tasks; such as removing bo。。lenecks
in tank production; led to dramatic increases in output。 More esoterically;
operations research; as this branch of the subject became known; was used
to work out the optimum size of convoy to evade destruction by German
U…boats as well as the depth at which explosives would be most effective
against the submarines themselves。
MBAs; unless they have a strong background in mathematics; are unlikely
to be able to apply any of the techniques and tools described below
without expert help。 But they do need to be aware that such methods are
on hand and so can remend their application when the opportunity or
relevant problem arises。
OUTSOURCING AND THE VALUE CHAIN
The classic opening question in any business analysis that MBAs will find
themselves addressing with increasing frequency is: what business are we
in? Later in that analysis will e a more fundamental and challenging
question: what business should we be in? These are strategic boundary
questions that will be explored in more detail in Chapter 12; Strategy。 The
answers are also key to deciding what operations a business should and
should not undertake itself; and the answer will not always be the same; as
business petence and market opportunities change。
Figure 10。1 Maternity clothes value chain
Creative design → Purchase of materials → Make up garments →
Package and distribute → Retail through own outlets → Consumers
The business example shown in Figure 10。1 doesn’t have to do all the activities;
from creative design; through manufacture; to selling out from its
own retail outlets。 It is highly likely that there are other businesses be。。er
at certain elements of the process。 For example; most businesses don’t
retail the products they manufacture; and even within the same industry
different approaches are taken。 Dell only sells direct via the