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BRIDGESTONE

BRIDGESTONE. CORPORATE SOCIAL RESPONSIBILITY. Antje Friedrich Evgeny Smyslenov Carmen Sotomayor. Outline. The Company Stakeholder analysis CSR at Bridgestone Corporate citizenship The scandal Opinions and effects Ethical foundations: Deontology Consequentialism Contractarianism

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BRIDGESTONE

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  1. BRIDGESTONE CORPORATE SOCIAL RESPONSIBILITY Antje Friedrich Evgeny Smyslenov Carmen Sotomayor

  2. Outline • The Company • Stakeholder analysis • CSR at Bridgestone • Corporate citizenship • The scandal • Opinions and effects • Ethical foundations: • Deontology • Consequentialism • Contractarianism • Ethics of virtue • Conclusion • Q&A

  3. Ranked No.1 tire manufacturer in the global tire market • Main competitors • Michelin • Goodyear • Continental • Europe • Asia/Oceania • Middle East • Africa

  4. Stakeholder Analysis INTERNAL STAKEHOLDER EXTERNAL STAKEHOLDER GOVERN- MENTS EMPLOYEES MEDIA MANAGER ENVIRONMENT OWNER COMPETITORS CREDITORS SUPPLIERS SHAREHOLDERS

  5. CSR at Bridgestone • Environment • 3 Areas of environmental • progress • 2 Strategies for growth • Tire Safety • Activities to communicate to people the importance of maintenance of the tires

  6. Corporate Citizenship • “For the welfare and happiness of all mankind” • Business + Public interest activities  Added Benefit • Social Activities Committee • Support employees’ social contribution activities • Global Projects

  7. The Scandal • Bridgestone Corp. admitted that subsidiaries had attempted to bribe middle men to sell marine hoses. • Bribe 150 million yen paid by overseas offices • News conference  Bridgestone executives apologized

  8. What Bridgestone says … • " Such acts betray the confidence that customers, shareholders and business counterparts have in our company" • "I expect the impact on our brand will be quite a big one," CEO Shoshi Arakawa said, adding he saw little impact on immediate earnings but did not know about the future

  9. As a result… • 8 executives were arrested in the US • Investigating lawyers found wrongdoing, dating back to 2003 but it could go back a further 15 years. • Bridgestone got fined by European Comission 58.5 million euros • The impact on the brand is a big one, the earnings immediately decreased and there is no sure about the future, admits the CEO, Shoshi Arakawa.

  10. After the scandal Bridgestone … • quit the marine hose business • prepared education program for employees • prohibited sales department to make decisions on their own

  11. The Ethical Foundations

  12. “I choose what is morally correct… regardless of the consequences that implies” Deontology • “One of our deontological duties is the duty to obey the law” (Gert, 1970) • US Department of Justice, the European Commission and the Fair Trade Commission of Japan  Violation of the law • “Right has priority over the Good” (SEP, 2007) • Marine hose business closed and people lost their jobs

  13. Whetheran act is morally right depends only on consequences Consequentialism • The success of the company has the moral priority which means moral rules can be broken as a cost for the end result • The people involved, even the ones arrested, might believe that even though their actions in themselves might be morally wrong, the ‘good’ end result legitimized their behavior

  14. Contractarianism Don't do unto others what you don't want done to you • Marine hoses scandal • 1st mutually beneficial • Revelation of scandal • more parties involved • Change of behavior • assure same treatment

  15. Contractarianism Don't do unto others what you don't want done to you • CSR reports – GRI • Member of a sustainability • project  acting good as long as it is mutually beneficial

  16. “What would _____ do?” Ethics of virtue • “Serve society with superior quality” • Safety driving • Bridgestone gives its time and resources for community-oriented environmental and social improvements

  17. Conclusion • very active in CSR • BUT … • several scandals in the past • tyre scandals • F1 scandal • bribery •  repeated involvement in scandals however suggest very thin moral motivation for CSR actions

  18. Thank You! Your questions are welcome

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