Nâng cao trách nhiệm xã hội của doanh nghiệp việt nam hiện nay

THU'C TliN - KINH NGHIEM ^Nang cao frach nhiem xa hdi cua doanh nghiep Viet Nam hien • ThS LE THj THOM Dai hgc Noi vii Su edng hien cho xa hgi, hay cdn ggi Id ttach nhiem xa hdi Id didu cdn thiet vdi cac doanh ngMep Tuy nhien, khdng phai doanh ngMep ndo ciing biet each sir dung cac cdng cy trdch nhiem xa hgi dd tien tdi phdt trien ben viing Bdi viet dua mgt sd ggi y nhdm nang cao hidu qua ling i dyng cac cdng cy trdch nhiem xa hdi ttong xdy dyng vd phat trien thuong hieu cho cac doanh nghiep Viet Nam Men Day m^nh toan di^n vi^c tbyc hien trach nMem xa h$i cua doanh nghidp (CSR) CSR phdi b^ ngi^n tii nhiing ngudi lanh dao Can tiiay ddi tu vd ytiniccua cac nhd lanh dao doanh ngM^ ddi vdi CSR Hg can phai tin tudng vdo tam quan trgng ciia CSR, chii dgng Udn phong hd trg cdc boat dgng CSR cua doanh ngMdp Cdn tuydn truydn, giao dye ngi bg doanh ngM?p, trudc hdt Id lanh dao c%) trung, cdp cao vd CSR, phdi ldm cho hg Men rdng trach nMdm xa hdi khdng phdi cU bd ggn cdng tdc tii tMdn Cdng tae tuydn tn^dn, giao due rdt quan trgng bdi vdn dd dat la phdi ldm eho vide thyc Men CSR trd thdnh dgng eo ben CSR khdng pirn mdnh khde marketing de quang cdo binh dnh cho doanh ngM^p Trong mdt pham vi ndo kM doanh ngMdp thyc Men tdt CSR tM hinb anh thuong M^u ciia doanh ngMep se dua l£ii nMdu tMen cam ddi vdi khdch hang va nhimg khdch hdng tidm nang Tiiy nM&i, neu cM dat myc dich Id true loi vd thyc M?n CSR mgt cdch hdi hgt, sdo rdng va gid t ^ tM khaeh hang se nhanh chdng dugc chimg kidn sy that dudi sy ldm vide eua giditiuydnthdng KM dy, nidmtincua khdch hang cdn hi dd vd nMeu hon Id kM doanh ngMdp khdngfliycMdn hdnh dgng CSR nao CSR khdng phdi cM la lam tir tM?n nhu nM^ ngudi ldm tudng md cdn la sy tdng hgp ciia rdt nMdu nhiing tidu chuan khdc nua md doanh ngMdp can phdi thyc Mdn dd trd thdnh mgt doanh ngMep kinh doanh cd ^ dure vd ed tdm nhin phat trien cMen luge bdn viing CSR khdng thd thay thd cho cdc sdn phdm vd djdi vu chdt lugng tdt ciia doanh ngMdp Doanh nghi^ kinh doanh la dd ban sdn phdm dich vy ciia nunh Thanh bai hay khdng quydt dinh phdn Idn d sdn p b ^ Cho dii doanb ngWdp cd sue ddng gdp cho cpng ddng hay Id ldm tir t M ^ md sdn phdm ciia hg khong thd dap ling dugc nhu cdu cua khaeh hdng, gia ca khdng dii sue canh tranh dugc d trdn thi tnrdng thi sdm mudn, Idiach hang se khdngtieudiing sdn phdm niia, mac dii cd thd hinh dnh cua doanh nghidp van la m^ tdm guong vd dao diic Md mgt kM san phdm & khongtiduthy dugc tM vide kinh doanh cung nhanh chdng dd bd, vay loi nhudn lay td ddu dd doanh nghiqi tidp tue ddu tu va thyc Men CSR CSR khdng thay thd dugc cho Igi nhuan Cac doanh ngjii^ khdc khdng thd sdng nhd vao CSR, d6 phat tridn Idu ddi tM doanh ngM^ ciing cantata H nhudn Lgi nhuan va CSR cd thd song hanh,tiiycn dai bantillvide qudn ^ doanh nghi^tfieob ^ cd trach nMdm vdi xd hgi se dem lai tang tnrdng bai vung vd Igi nhuan Idn hem M^nh dan di^u tir cbo CSR Cau hdi "Ueu doanh ngMdp cd ndn chu dgng ^ tu vdo trdeh nMdm xa hgi hay hg cM noi tip trung vao lgi nhuan?" kbdi^ phdi de ddng tim dugc cdu lia loi Ly l u ^ chinh tri & 'b'uyen thong Sd thdng 5-2016 THU'C T I N - KINH NGHIEM thdng nhdt cua cdc doanh ngMdp Tuy nMen, cd thd cho rang, "hai didu dd thyc khdng khac nhau, img xir mgt cdch ed trach nMdm vdi xa hdi se mang lai sy gidu cd tttmg tuong lai!" Nhiing ngMen ciiu gdn day da dua nhiing chung cii xae dang vd sy tdn tai eiia mdi quan he Cd ngMen ciiu cM rdng, cac doanh ngMep cd trdeh nMem xa hgi thudng la nhiing doanh ngM^ boat ddng tdt hon, nhung nguyen nhdn - h? qua laitiiudngdi tiieo hudng khdc: Mgt kM cac doanh ngMep kidm dugc lgi nhuan, hg bat ddu ho^t ddng mgt each cdti:dchnMdm vdi xa hdi Ndu tiiua iS chdng chdt, y tudng vd trdeh nMem la cai ddu tien khdng cdn dugc de y niia Trong mdt thai gian ddi, chi pM sdn xudttiidpId ydu ^ hang ddu dd dat tdi cdng eua nhiing doanh ngMdp boat ddng ttong linh vyc xudt khdu Nhung nay, khdch hdng qudc td ddi hdi nhiing nha sdn xudt cua hg phdi tuan thu cdc quy dinh vd xa hdi vd mdi tmdng Hg yeu cdu ed sy gan ket vdi cgng ddng, cd CO chd chdng tham nhiing va bdo vd mdi trudng, bao vd siic khde Doanh ngMep phai ddi phd vdi tdt ca nhiing vdn dd tren nhdm thda man ydu cdu dat tir pMa khdch hang Ddn ddn, vide lam dd ttd mgt phdn cua cdng vide kinh doanh vd thiic ddy doanh ngMep phdi kbdng ngiing cdi thidn de ndng cao nang lyc canh tranh, tao thd manh giiip hg boat dgng Mdu qud hon Trong bdi cdnh, ndn Idnh te toan cau vua trai qua suy thodi va sy canh tranh ngdy cang gay gat hon, cac doanh ngMep, dac bidt la cac doanh ngMep Idn can phai cd nhiing cMdn luge phdt tridn phii hgp de cd the vugt qua gjai d o ^ khd khan ndy, phdt trien bdn viing Rdt nMdu do^ih ngMdp da n h ^tiiircdugc rdng, thyc Mdn tdt CSR Id giai phdp hiru hidu giiip ndng cao hinh anh, ndng cao gid tri vd vi thd eanh tranh ciia hg tren tin trudng Theo Bao cdo Trach nMdm xa hgi doanh ngMep toan cau nam 2013 cua Mang ludi Hidp trdc toan cau ciia Lien hpp qudc (UNGC) cho bidt: 96% giam ddc didu hdnh (CEO) tin rang nhiing vdn dd ben viing ndn phdi dugc Idng ghep ddy dii vdottongcMen luge va cdc boat ddng ciia cdng ty; 93% CEO tin rang, nhiing van de bdn vung se Idtiienchdt ddi vdi sy thdnh cdng ciia doanh ngMdpttongtuang lai; 88% CEO tin rdng, ndn Idng ghep bdn viing thdng qua chudi cung ung ciia hg Sd'thang 5-2016 Theo khdo sat ciia Hdi ddng doanh ngM^p vi sy phdttiidnbdn virng Viet Nam (VBCSD) vdtiiyctrang va nhu cdu xdy dyng Bao cao bdn viing cua doanh ngMep tai Vi^t Nam vdi cdu hdi danh gid nh$n thiic vd lgi ich eua vide thuc Men trdch nM?m xa hdi doanh ngMep "Lgi ich ma trdch nMdm xa hdi mang I^i la ^ ? " Phan Idn doanh ngMdp (cMem 76,5%) cho rang, fliyc Men trdch nMdm xa hgi se ndng eao uy tin ciia doanh ngMdp, chiing td cam kdt ttong viec thyc Mdn ttdch nMem xd hdi 43% sd ngudi dugc hdi nhdn thdy lgi ich ndng cao lgi thd c^nh tranh Mot ti I? tuongti^cho rang lgi ich lan nhdt Id cdifludnMen qud kinh doanh Tuy nhidn, cM cd khodng 2,1 % y kidn cho rang Igi ich ma ttdch nMdm xa hdi mang lai la sy minh bach va giiip doanh ngMep hoach dinh cMdn luge phii hgp Nhu vdy, phan ddng doanh ngMdp duge hoi chua nhgn thuc ddy du vd nhimg Igi ich ma Bdo cdo bdn vung mang lai Hoan thien hanh lang phap 1;^ tu pMa cac cu quan Nha nuorc Nhan thiic ciia cgng ddng va phuangtienthdng tin dai chiing vdi CSR ttong thdi gian gan day cd nhiing phat tridn tich eye M^t phdn ciing xudt phat tir biic xiic ciia cdng ludn qua nhiing vy d nMem mdi trudng nMdm dgc thuc phdm vd gian Idn thuong mai ngMdm ttgng Tuy nhidn, nhantiiitecua ngudi dan vd CSR cdn rat it va chua ddng ddu, qudn ly nha nudc Idng leo, van ban phdp luat khong satfliyetd (nhu sd tien phat qua th^) da din ddn tinh tr^g doanh ngMdp dd dang lach luat, chdi bd trach nhidm dao diic kinh doanh (cac vu nudc tuang nMdm M3CPD, sua nMem melamine, cay xang gian lan) hay gay d nMdm mdi trudng d miic ngMdmttgngttongthdi gian dai md khdng bi xir ly Cf Vet Nam, dieu kidntidnqi^dt vd quan ttgng la Nha nudc, cutiiela cac Bg va chinh quydn dia phuong cd trach nMdm hd trg, cd co che, chinh sdch phii hgp tidp vdn cho doanh ngMep; kidn quyet chd tdi thyc tM ludt Men cd trang kM vantidptue cai tMen cdc co sd p h ^ ly Can xdy dyng mdt hanh lang phdp ly bdt budc cdc doanh ngMdp phai thyc tM CSR mdt cdch ddy du va ngMdm tiic hon Didu Uen quan ddn ttach nhiem cua Nha nudc ttong vide tao mdi trudng vd khung phap ly cho doanh ngMdp boat ddng Khung phap ly chinh la bien phap cd Mdu lyc nhdt ddi vdi vide thyc Men CSR cua doanh ngMdp; ddng thdi, la gidi phap Ly lu^n chinh tri & Truyen thong 75 THLTC TI^N - KINH NGHIEM hd trg ddc luc eho giai p h ^ ve dao diic, lam cho cdc manh dd gidm sat CSR dgng CO 6ao diic thudng xuydn dugc ciing cd vd ngdy Xay dung cac boat dong CSR phu hop voi cdng cd Mdu lyc hon trdntiiyctd Vdt Nam dang ttong chidn lui^c pbat trien va tiem luc ctia doanb nghi^ bdi cdnh can thu hut ddu tu nudc ngodi, bdi vay, mudn Mudn tri phdt tridn kinh td tM khdng the khdng thu hiit dau tu hay md rong thi trudng nudc ngodi ddy manh cdng tdc ngMdn ciiu, sang tao ddi mdi \i tM doanh ngMdp can thuc Men tdt cac muc tidu lien xdy dyng thuong Mdu Cd vdn de ndy deu ctoi ho) phdi cd cdch tu mdi ttong hoat ddng kinh doanh quan tdi CSR Vet Nam hdu nhu chua cd cdc tMdt che dai dien, Cac doanh ngMdp cdn phdi xem xet nhiing "yeu t6 trung gian E)d Id ede to chiic pM cbinh phii NGOs, Mep mem" nhu Idng tin, sy tin nM^m, sy sdng tao,tinhthan hgi, nhdm Igi ich ddng vai trd rat Idn d cac nudc phdt ddng dgi, hinh anh, mdi trudng ldm vide, sy can b^g tridn Cdu tnie trur^ gjan taoracM pM dai dien, nhung giiia cdng vide vd euge sdng? xet tdngtiidnd gii^ giamtiiieucM pM dd nhiing ngudi Bdi vay, vide thuc Men CSR mdt cdch toan dien se ddn, cdng ddng don le dat cac muc dich xa hdi cua cd vai trd rat quanfrgng.Ngdy hdm nay, doanh nghigj nunh Vai trd ciia cdc Mep hdi d nudc ta rat fli^ Nhung thyc Men CSR nhu mgt ydu edu cdn phdi d ^ ung di ngudi diing ddu thudng la cac quan chiic vd huu mudn tang cudng cdng tac xudt khdu, nhung mai, nhu keo dai thdi gian lam vide Hdu nhu khdng cd su Men cdu ndy se trd ndn lan rdng vd manh mettongkhip thi dien ciia Mep hdi nguditidudimg cac vu vide d trudng chdu A Ban Ihdn nhimg khdch hdng ngi (fia Cling se Id mdt ddng lyc thuc ddy doanh n ^ g i thuc nMdm thuc phdm, mdi trudng vira qua Nha nudc t ^ trung hoan tMdn ludt vdtinhMdu lyc Men CSR CSR khdng phdi Id mdt sy thay 6&i mang tinh cdng ngh? ed the xay ttong chop nhodog, la frongfliycfluludt Cdc trach nhidm ngoai ludt (dao dire, tii tMen), co chd ty nguyen cdn dugc khuydn cd mdt qua trinh md neu khdng thyc Men dung thoi kMch vi dd Id su tuang tac giiia doanh ngM^ va xa diem, rdt ed the se bd 15 nMdu co hdi vd tham chi la that baifrongvide kinh doanh Do vdy, CSR khong dri hgi Nhd nudc cM nen gian tidp tdc ddng thdng qua Id trach nMdm ciia doanb ngMdp md cd y ngMa hon cac CO che nhu NGOs, Mgi hgi, mang ludi cgng ddng, cd, nd mang y ngMa Id mgt eo hdi md doanh nghiep giao due, ndng cao y thiic ngudi ddn cd dugc O nudc ta, mdi kM cd nhimg vy vi pham dao diic Den thdi didm van chua cd mdt djnh nghla kinh doanh, d nMem mdi trudng xay ra, ngudi ta thudng dd tat ca tgi Idi cho doanb ngMdp Tuy nMen, tiidng nhit vd CSR vd cM cd tiid ti^ can vdn dh CSR bang cdch nhin vdo lgi ich ciia nd, dd la Igi ich cho nhu da dugc bdn den, doanh ngMdp nao cung phdi ldy lgi ich lam nen tang, dd, hg ludn cd khuynh hudng doanh ngMdp vd Igi ich cho xd hdi Them vao do, tdi tMdu hda cM pM va tdi da hda lgi nhuan Trong bdi chiing ta ciing cd thd nhiti vao cdc khoang Igi ich tiem canh khung khd phap ludt khdng chat che, thdng nhdt, nang hong doanh n ^ e p va xd hgi CSR mang lai he Along thyc tM p h ^ luat hi budng Idng, kem Mdu dd ed dugc cdi nhm tdng quan vd sat thyc nhat ddi voi lyc vd ngudi ddn d tinh trang ydu the, khdng cd van dd CSR Vdn de ndy thd Men tren binh sau: Hinh 1: Trdeh nhiem xa hpi doanh nghiep kidnfliucva cdng cu de bao vd lgi ich cua edng ddng nhu MHI nay, tM nha nudc thyc chdt vd tinh tao mdi tnrdng tdt de cdc cdng ty lgi dyng va coi nhe frdch nMdm xa hdi ciia nunh Mudn dam bao CSR, Nha nudc can phai khuydn kMch vd phat ttien cac co chd "xa hdi dan sy" d dia phuong, dd lam ddi ttgng vdi doanh ngMdp Ddi trgng vdi doanh ngMdp khdng cd ngMa doanh ngMdp ludn ludn xdu Thyc ra, doanh ngMdp edtinhttunglapttongkMa canh hg ludn fltieh iing vdi mdi frudng chinh tti, p h ^ ly, xa hdi Tao ddi d day cd ngMa tao co chd xd hgi dii siic 76 Ly luan chinh tri & Ik-nyen thdng Sd'thang 5-2016 THM'C TI^N - KINH NGHIEM Qua Mnh trdn, cd thd nit mdt sd nhan xet: Hinh dd, ttong giai doan nay, Mtel Corporation da tan dung tinic thyc Men CSR ddu tien cdc doanh nghidp tidn thdi gian dd phdt tridn cdc ngMdn ciiu ciing nhu cac hdnh la dudi dang cac dy dn trgng didm (Pet Project) gia tri dem lai tu cac mdi lien he vdi stakeholders, vi Nhiing boat dgng ndy didn cung khd dm i vd khoa dy nhu nhimg Mdu bidt vd timg ddi tijgng stakeholder tmong nhung nhiing lgi ich thyc td mang lai cho cd hdn quan ddn cdc NGOs hoac ddi tac khac doanh ngMep cung nhu xd hdi lai rdt nhd Thii hai, tap tnmg vao kha nang gdy dnh hudng vd Hinh thiic thii hai thudng dudi dang cdc chuong gidi quydt van dd cua xa hgi Vi dy nhu, Coca Cola da trinh tu tMdn, nhdn ^ va cac chuang trinh mang nang thdnh cdng bdi nhdn thire dugc van dd cua cdng ddng tinh "quang bd, tuydn tmydn" Nhung chuong trinh ndy chinh Id vide hon 50% tre em d edc nudc dang phat nhm chung cM mang lai Igi ich nhdt dinh cho mdt bdn, tndn bi dnh hudng bdi chung tMeu mdu tMeu sat, hoac cho doanh ngMep hoac cho xa hdi Vi du, vdi cac vd san pham NutriJuice cua Cocacola cM ddnh phyc boat dgng tii tMdn, nhiing mdn qua ciia doanh ngM?p vu cho vide ldm gidm ti Id tMeu mdu d tte em da taoramdt lgi ich Idn cho xa hdi (di kem vdi dd Id ma khdng dimg cho myc dich thuong mai danhtiengeua doanh ngMep) Tuong ta nhu vay, cac Thit ba, tim Idem sy hd ttg tu chinh phu vd mat boat ddng CSR dugctiiycMdn dudi Mnh thiic "quang chinh sach va hd ttg trien khai Mtel chgn lya gido dye ba, tuyen tmydn'' trude het Id nhdm xay dyngtidngtam vd Coca Cola chgn chiing tMdu man tMeu sdt, chinh cho doanh n ^ d p kem theo mdt it lgi ich thuc sy cho la mgt sd nhiing van de vdn gianh dugc nMdu xa hdi, nMen, hinh thai cua CSR ddi kM se tidm sy quan tam tii pMa chinh phu va cdc bdn Udn quan an niirondu cd khoang each dang kd giira nhiing cam Do dd, Intel da cdng ttong vide ttao doi vdi kdt vdi hanh ddng thyc td cua doanh ngMdp ehinh phii nham phdt tridn ede chuong trinh cdng nghe Trudc tinh hinh Idnh ^ khd khan va IQ' vgng ciia phuc vu nhd ndng ttong quy trinh san xudt va quan ly cdng chiing, lamtiidndo dd cd thd tri mpt each Mdu ndng sdn cho ndng ddn Coca Cola da cdng qud cdc boat ddng CSR la mdt bai toan khd khdng cM frong vide ldi keo su iing hg ciia chinh phu dia phuong ddi vdi cac doanh ngMep Vet Nam Ngay ca Mtel Cor- vd cac trudng hgc ttong vice trien khai chuong trinh poration hay Cocacola ciing da phai duaranhiing quydt phdn phat nudc trai cay dinh dudng eho ede hgc sinh Ba didu kidn CO bdn tr&i dd gdp phdn ldm ndn dinh hdt siic khd khan, nMen hg da vugt qua vdi nhung cMen luge vd cdch tidp can Meu qua, phu hgp cdng vide tri cdc boat dgng CSR thai vdi tinh hmh thyc td Intel Corporation vdntidptue phat didm khd khan ciia nen kinh td Vi vay, cd the thay rang, tridn chuong ttinh hitel Edueafron tai nMdu nudc tren cdng cua mdt chuang trinh CSR khdng phai phy tiid gidi, va ed Coca-eola tai PMhpines ciing da thudc vao kinh pM nMdu hay it, md phutiiuOcvdo sy cho ddi mdt loaitinicudng dmh duang giup tre em quydt tdm giu viing cam kdt cua doanh ngMdp, ciing nhu ban dia chdng lai hgi chimg tMdu mdu tMeu sat la khd nang nhin thdy co hgi bidu Men vaifrdcdng dan xa tac nhdn gay nen sy cham phat tridn vd tinhtiidnvathe hgi cua doanh ngMep bdn canh thach thiic ciia cugc chat cua trd em, kdt qua giam dugc ddn 40,1% ti le tre khimg hoang tai chinh ddi vdi mdt cdng ty CM can tim em tMdu mdu tMdu sdt Day cd thd xem la nhiing nhiing eachtidpcan phii hgp vdi didu kidn kinh te va bdi hgc quy gid cho edc doanh ngMdp Vet Nam Hg nhu edu hire tMdt cua xa hgi,tillvide tim budng di cho da lam nhu the ndo 6% d^t dugc nhiing ket qud do? m^t chuang trinh CSR khdng phai la khdng thdn Thii nhat, hg da tun Idem nhung ddi tdcttongvide TAI LigU THAM KHAO thyc Men cac chuong trinh hanh ddng, ve cd ddi tac Nguyen Quoc Thinh - Nguyen Thanh Trung, 2004, Thuong thuc Men Idn doi tdc vd tai chinh Cac NGOs dugc xem hi^u vat nhd quan ly, Nxb CTQG An Thi Thanh Nh^n - Luc Thi Thu Hiicmg, Qudn tri xiic nhu Id edc ddi tugng ly tudng de cho phep chuong frinh dugc lan rgng va luih vuc boat dgng ciia chuang din thucrngmai xdy dimg vdphdt trien ihmnghieu, 2010, Nxb Lao dpng - Xa hoi trinh dugc cdng md rgng Cac ddi tac ve tai chinh Nguyen Dinh Cung va Luu Minh Diic, Trdch nhi^ xa hoi giifl) chia sd ganh nang tai chinh ciia cdc chuang trinh cua doanh n^iip: mdt sd vdn de ly ludn vdyeu cdu doi mdi tridn khai ma vdn dam bdo dugc Meu qua Ben eanh qudn ly nhd nudc ddi vdi CSR & Viet Nam Sd Ihdng 5-2016 Ly Inan chinh tri & 'A-uyen thong ... giai phdp hiru hidu giiip ndng cao hinh anh, ndng cao gid tri vd vi thd eanh tranh ciia hg tren tin trudng Theo Bao cdo Trach nMdm xa hgi doanh ngMep toan cau nam 2013 cua Mang ludi Hidp trdc... vdtiiyctrang va nhu cdu xdy dyng Bao cao bdn viing cua doanh ngMep tai Vi^t Nam vdi cdu hdi danh gid nh$n thiic vd lgi ich eua vide thuc Men trdch nM?m xa hdi doanh ngMep "Lgi ich ma trdch nMdm... chd "xa hdi dan sy" d dia phuong, dd lam ddi ttgng vdi doanh ngMdp Ddi trgng vdi doanh ngMdp khdng cd ngMa doanh ngMdp ludn ludn xdu Thyc ra, doanh ngMdp edtinhttunglapttongkMa canh hg ludn fltieh