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January 25,2007
麥當勞的blog
麥當勞，曾經是社運團體──特別是動物保護組織──大力撻伐的對象。這樣的企業，設置社會責任訊息的部落格，自然引起我的好奇。
這個blog的名字是：Open for discussion，由 Bob Langert，麥當勞的企業社會責任（CSR）副總裁所主持。
在說明設立 blog 的目的時，Bob Langert 提到了兩點：
簡言之，以 blog 為向利害關係人溝通的工具之一。
其次：
「我們可以談談」，這大概是這個 blog 所傳達出來的主要訊息了。
美國的商業週刊，前一陣子，才對麥當勞的CSR績效做出了 under-performing 的評價：
也因此，我特別看了看這個 blog 如何說明麥當勞的CSR策略。
基本的分類，有五個領域：balanced active lifestyles, responsible purchasing, people, environment, and community。balanced active lifestyles的部分，回應了商業週刊的負面評價了嗎？還看不出來。
至於網站上對話的情形，下面的例子，甚為有趣：
然後是麥當勞CSR副總裁的回應：
接著，是原留言者的回答：
Open for Discussion。從blog的名字，可以發覺麥當勞總部的用心，希望能成為與利害關係人對話的場所。但實際運作上，與傳統的「消費者專線」差異多大？一時之間還看不出來。
企業社會責任 blog，看起來，仍然是 an uphill struggle。
附帶說明：
麥當勞，乃是道瓊永續指數──一個著名的CSR index─的成員。
這個blog的名字是：Open for discussion，由 Bob Langert，麥當勞的企業社會責任（CSR）副總裁所主持。
在說明設立 blog 的目的時，Bob Langert 提到了兩點：
"We want to open our doors to CSR at McDonald’s--to share what we're doing and learn what you think. That's the purpose of this blog.
I want to use this blog to introduce you to some of the people, programs, and projects that make corporate social responsibility a reality at McDonald’s--to take you along with me as I engage with some of our internal and external stakeholders in various parts of the world and to highlight our accomplishments, as well as the challenges we continue to face."
I want to use this blog to introduce you to some of the people, programs, and projects that make corporate social responsibility a reality at McDonald’s--to take you along with me as I engage with some of our internal and external stakeholders in various parts of the world and to highlight our accomplishments, as well as the challenges we continue to face."
簡言之，以 blog 為向利害關係人溝通的工具之一。
其次：
"We want to hear from you because we are always learning and trying to improve. And you can’t learn--or improve--without listening. We live in a constantly changing world where the issues are complex and solutions anything but simple. With such complex issues, we may not always agree on the root causes or best solutions, but we can have a conversation."
「我們可以談談」，這大概是這個 blog 所傳達出來的主要訊息了。
美國的商業週刊，前一陣子，才對麥當勞的CSR績效做出了 under-performing 的評價：
Corporations disclose the value of physical assets and investments in equipment and property. But U.S. regulators don't require them to quantify environmental, social, or labor practices. Accountants call such squishy factors "intangibles." These items aren't found on a corporate balance sheet, yet can be powerful indicators of future performance.
If a company is at the leading edge of understanding and preparing for megatrends taking shape in key markets, this could constitute a valuable intangible asset. By being the first fast-food chain to stop using unhealthy trans fats, Wendy's International Inc. may have a competitive edge now that New York City has banned the additives in restaurants. McDonald's Corp., which failed to do so, could have a future problem.
（Beyond The Green Corporation, BusinessWeek, Jan. 29, 2007）
If a company is at the leading edge of understanding and preparing for megatrends taking shape in key markets, this could constitute a valuable intangible asset. By being the first fast-food chain to stop using unhealthy trans fats, Wendy's International Inc. may have a competitive edge now that New York City has banned the additives in restaurants. McDonald's Corp., which failed to do so, could have a future problem.
（Beyond The Green Corporation, BusinessWeek, Jan. 29, 2007）
也因此，我特別看了看這個 blog 如何說明麥當勞的CSR策略。
基本的分類，有五個領域：balanced active lifestyles, responsible purchasing, people, environment, and community。balanced active lifestyles的部分，回應了商業週刊的負面評價了嗎？還看不出來。
至於網站上對話的情形，下面的例子，甚為有趣：
Posted By: tobias webb on January 10, 2007
Comment: On the subject of cleanliness, McDonald's in Tottenham Court Road, London is one of the dirtiest places I have ever seen. The bathrooms are breaching health and safety laws. Time to keep them cleaner. And despite the hype, the food is still so greasy the last thing I bought in Mcdonald's went immediately in the bin in the 'restaurant'. Time to get the basics right as well as the 'blogging'.
然後是麥當勞CSR副總裁的回應：
Response: Tobias, I know we have met in the past, and I am quite familiar with Ethical Corporation, and I respect the work that you do. I really like the wide range of issues that you cover. I've noticed you are a blogger too! I want you to know that we have forwarded your impressions to the appropriate McDonald's management in Europe. As a company, we are committed to cleanliness and food quality so we value the impressions of customers such as yourself.-Bob
接著，是原留言者的回答：
Posted By: Tobias Webb on January 12, 2007
Comment: Thanks for the kind response Bob. Just to be clear, I am not anti-McDonald's in general. The company is more engaged in responsible business issues than many of its competitors as far as I can see. I know some former senior employees and have been very impressed by them and by what I have heard about your supply chain work. However at the same time I wrote what I wrote since I guess its important companies meet their basic committments. The store in question is extemely high traffic and I hope not representative of the company as a whole. Well done on your supply chain and transparency work in recent years. And for publishing my original rather challenging comment! Toby
Open for Discussion。從blog的名字，可以發覺麥當勞總部的用心，希望能成為與利害關係人對話的場所。但實際運作上，與傳統的「消費者專線」差異多大？一時之間還看不出來。
企業社會責任 blog，看起來，仍然是 an uphill struggle。
附帶說明：
麥當勞，乃是道瓊永續指數──一個著名的CSR index─的成員。
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