越来越多的企业开始在中国发布社会责任报告，进行社会责任营销活动，但是企业对自身社会责任表现的宣传往往与其实际的社会责任表现有所差距。国际营 销管理咨询公司胜三与中国可持续发展咨询公司商道纵横联合发布的《缩小社会责任差距报告2013》认为，其中的差距会减弱企业社会责任战略的整体一致性。
“为了更深入的发现企业社会责任形象与企业社会责任绩效方面的差距，我们与中国领先的可持续发展咨询公司商道纵横合作，分析了不同利益相关方对企业社会责任品牌建设活动的看法，”胜三总裁Greg Paull说。
商道纵横的总经理郭沛源博士表示，“本报告为缩小企业社会责任品牌和社会责任绩效之间的差距指出了方向，可以帮助企业增进其社会责任战略的整体影响。”
商道纵横从可持续发展研究的角度出发，重点分析了公司所披露的可持续发展信息；胜三的研究从消费者的角度出发，分析了公司在社会责任方面进行的市场 营销活动。通过结合商道纵横在可持续发展绩效分析方面的优势和胜三独有的社会责任营销活动和消费者感知度研究，这份合作报告对联想、中国移动、三星、大 众、可口可乐和蒙牛进行了个案分析。
报告对以下四个方面做出了详细解读：
通过综合研究企业社会责任绩效和企业社会责任形象，商道纵横和胜三的合作报告希望能在缩小两方面之间的差距上提供指南，帮助企业实现整体社会责任战略影响的最大化。
As the number of Corporate Social Responsibility (CSR) reports and campaigns multiply in China, there seems to be a growing disconnect between a brand’s CSR branding and actual sustainability performance, hindering brands from reaching the full potential of their CSR strategies, according to the new report Bridging the China CSR Gap 2013 released by the global marketing consultancy R3 and the Chinese sustainability research company SynTao.
“To further explore the CSR impact gap, we partnered with leading Chinese sustainability consultancy SynTao to identify the differences in viewpoint held among stakeholders regarding brand CSR activities,” said Greg Paull, Principal of R3.
SynTao’s General Manager Dr. Guo Peiyuan added, “This report offers guidance to ultimately bridge the CSR gap and improve the overall CSR strategy impact of companies.”
While SynTao’s analysis centers on assessing corporate communications from the sustainability analyst point of view, R3’s analysis examines brands through the eyes of consumers on the receiving end of marketing campaigns. Combining SynTao’s expertise on sustainability performance with R3’s proprietary research on CSR campaigns and consumer perception, R3 and SynTao’s joint report details case studies from Lenovo, China Mobile, Samsung, Volkswagen, Coca-Cola, and Mengniu.
The combined analysis brought four different areas to light:
By taking a holistic approach, R3 and SynTao’s joint report seeks to offer guidance and ultimately bridge the gap between performance and perception to help companies realize the greatest impact of their CSR strategies in a more effective manner.