The New Complementarity Matrix of seven Tasks of a Firm: Towards a CSR-Oriented Advertising and marketing

The New Complementarity Matrix of seven Tasks of a Firm: Towards a CSR-Oriented Advertising and marketing

*** This text focuses on the modern CSR-focused “Complementarity Matrix of seven Tasks of a Firm.” The French Marketing Association (Affiliation Française du Advertising and marketing) brings collectively a great a part of French teachers which have experience within the space of administration and communication. In 2020, on the event of his appointment as President of the Affiliation, Alain Decorp wished to anchor his considering and the actions of the affiliation by taking sustainable growth into consideration. He proposed the manufacturing of a web based guide: a Wiki guide “Marketing for a responsible society: Training in marketing and transforming marketing” (“Advertising and marketing pour une société responsable”).


On that event, this creator introduced a sequence of software matrices, outdated and new, for college kids and managers with the intention to perform a enterprise prognosis otherwise as a part of a extra sustainable strategy. Specifically, the presentation included a re-modeled model of the PEST matrix (i.e., the political, financial, socio-cultural, and technological evaluation) specializing in power and digital challenges on a worldwide scale (it turned the PESTEL-ID matrix) in addition to an enhanced SWOT matrix (i.e., the strengths, weaknesses, alternatives, and threats evaluation) to develop a extra moral and resilient imaginative and prescient, whereas proposing a diagnostic matrix for the sustainable communication of an organization based mostly on eight motion levers. However the main level was to focus on the compelling want for the event of a wholly new diagnostic CSR-focused matrix for corporations.

Typically, to help a extra moral firm strategy following the brand new degree of consciousness raised by the United Nations Agenda 21, all corporations’ exercise experiences start or finish with a materiality matrix, which highlights the goals to be achieved or set by way of prioritization and funding. However the author of this put up discovered that the materiality matrix didn’t make it attainable to correctly make an preliminary stock of the corporate for managers with out beginning to give attention to an all-out technique.

As well as, using this matrix dietary supplements the straightforward reality of itemizing or figuring out the areas of the ISO 26000 worldwide social accountability customary negotiated between states (the governance of the group, human rights, relations and dealing situations, the setting, good enterprise practices, shopper points, communities, and sustainable growth). Its use goals at producing a mirrored image on the interactions between people and their environments in addition to the native and international impacts of human exercise.

The mere reliance on explanatory diagrams, akin to those of the ISO 26000 requirements, poses the danger of forgetting a big a part of the interactions and reciprocity of views between the totally different objects. Any good marketer nowadays should have the talents of a geographer or ecologist, this may enable him to raised perceive his market setting and sustainable growth. Consequently, this creator proposed a brand-new CSR matrix: “the complementarity matrix of seven duties of an organization: towards CSR advertising“. This matrix refocuses on the corporate as a significant actor of change with its clients. This CSR strategy is developed by way of a give attention to 5 main areas:

  1. The authorized context is known by the incentives and the laws of requirements to respect, try for, or exceed.
  2. The context of the market the place customers are at all times demanding extra transparency, materializing in an actual dedication to a extra modern firm, respectful of the setting and moral in its raison d’être or mission; with the corollaries of respecting native populations, the site-landscape-environment and supporting native employment.
  3. As for the financial context, the matrix takes into consideration manufacturing prices, the life cycle of the services or products, and the actual fact of making, the discount or enchancment of a low-carbon manufacturing power system in a sustainable approach to be extra aggressive and typically much less depending on power suppliers; as for the monetary marketing strategy, it analyses transparency of firm’s actions, such because the fee of taxes and the readability and correctness of its accounting operations.
  4. It follows the digital context, which means the corporate’s respect for the appliance of digital rights for customers in addition to for workers and stakeholders; the identical is true additionally for the environmental and behavioral affect (habit) of the digital sphere for stakeholders in addition to customers.
  5. Lastly, the matrix seems at governance and administration as ensuing from strategic selections and actions to promote items or providers in the marketplace in an moral approach.

CSR Advertising and marketing should take note of the consequences of complementarity, from the native to the worldwide, from people to the setting by way of the digital dimension. It’s essential to establish the contributions or the reciprocity of views (matches, mismatches) in addition to the medians between well-being and well being throughout the firm (native) and the societal values ​​advocated or wanted (international). Additionally it is important to research the interactions between the inexperienced footprint (native) and the blue footprint (international), with out forgetting the connection between buyer orientation and the digital dimension in addition to inside and exterior governance. The materiality of the advance actions should then interact briefly, medium, and long-term planning in relation to the priorities of the corporate and the expectations of society.

The temporal and spatial-societal elements are important on this new mind-set concerning the market and the aim of the corporate within the face of the challenges of the twenty first century, the matrix of complementarity may help to attract a extra sensible portrait of the state of present, the actions to be improved and the goals to be achieved.

Committing to a CSR strategy requires rethinking your small business technique to develop gross sales based on the wants of renewed customers. It should be sustainable with constructive penalties for all of society, typically within the context of relocating productive techniques for the West. This has to happen in an moral approach by way of an organization in search of monetary development and the belief of (viable) revenue; then a collective accountability for a worldwide world is dedicated by way of accountable advertising and communication the place transparency should be a precept of motion with the mobilization and cooperation of all stakeholders (financial advantages, technique in any respect scales of the Earth, political efficiency, recognized social calls for and moral values).

We’re within the context of the Anthropocene which is a brand new geological age characterised by the appearance of people as the primary actor of environmental modifications on Earth, for some exceeding geophysical forces. This age of people provides new accountability to their business actions by bearing in mind the worldwide and native impacts of company exercise on our planet.

This new strategic matrix goals to establish the complementarities current or not between the 2 spheres, native and international, people and setting.

Much like the motion of Netflix whose technique is to supply an inclusive framework and respect for the variations inside its firm, with nice artistic freedom (well-being, well being, and elevated job flexibility) however having as a corollary an affect on a societal scale by way of the inclusive message fairly often current in screenplays and tv productions (societal worth).

It’s the similar with the inexperienced and blue footprint, and the interdependencies between the native and the worldwide. For instance for its provide chain, the Nike group just lately indicated {that a} prepare made it attainable “to attenuate the disturbances of the Provide Chain”. In August 2021, Nike deliberate a special train from Los Angeles to Memphis, a “one-off prepare”. It’s a direct rail hyperlink between the biggest container ports within the nation and the corporate’s factories in Tennessee because of a partnership with native carriers for accelerated unloading and a redesigned carbon footprint (Inner governance, externally with railway companions and suppliers).

As for the Intel group (microprocessor), within the context of geopolitical questioning and totally different societal values ​​between America and Asia, but in addition resilience for its provide chain, it’s investing greater than 20 billion {dollars} in new chip manufacturing websites to construct two new technology-advanced factories in Ohio, trade and advertising considering (Made in USA/native) are current in its provide chain resilience.

On this sense, and more and more, a CSR technique accompanies or is superimposed on actions to relocate the productive techniques of corporations within the West.

Lastly, with the instance of the BMW car group, relations and dialogues are incessant between the native and the worldwide, the corporate and its suppliers, and the blue and inexperienced imprints. These dialogues are intimately linked and typically reply to one another in a really brief time. The German group is more and more asking its suppliers all over the world, and specifically for electrical vehicles, to align themselves in flip with the group’s carbon-environmental footprint goals. The relationships or representations of our world, extra sustainable, between notion and expertise of a manufacturing cycle, undergo trophies and competitions for the very best modern suppliers and enter right into a dialogue – mediation between all of the stakeholders and the manufacturing chains.

This new matrix is ​​dynamic in a forwards and backwards between the native and the worldwide, but in addition from the native (well-being and well being) to the native (inexperienced footprint) with, for instance, ergonomics at work and respect for native populations, even native employment which fits hand in hand in what the stakeholders consider a accountable firm. The identical is true on a worldwide scale the place Societal Values ​​and the Blue Footprint reply to one another by way of constructive representations of the motion to be undertaken by combining with efforts to protect our biosphere. People and their environments spotlight an commentary of the necessities of accountability between stakeholders.

In conclusion, it’s essential to take note of the interactions between the “seven duties (7Rs) which may maintain a extra vital character within the occasion of crises, new rivals, or new laws. This complementarity matrix, subsequently, has a strategic scope, because it engages the corporate internally and externally (clear CSR communication). Lastly, it has the benefit of getting a powerful spatial-temporal side by way of the seek for medians which provides you with a key to the stock of your organization and implement a CSR advertising technique.


R. for accountability or reply for an “enchancment motion”. This matrix establishes on the strategic degree a fast enterprise prognosis making it attainable to establish by itemizing and simple classification the actions current or accountable enchancment in every space or to focus on shortcomings. It’s a grid for reflection and visualization permitting us to glimpse and later justify the positioning of the corporate by way of the seven main objects and their attainable incorporation – justification in a Socially Accountable Investments Plan (SRI) from a worldwide firm (or Sustainability Reporting Instruments – Combine ESG Compliance).

R.1 Properly-being & well being is interpreted as help for the contentment and constructive growth of workers on the inside degree, respect for requirements and dealing situations.

R.2 Societal, interpreted because the accompaniment of latest humanist societal values of inclusion and otherness ensuing from an incessant dialogue between the corporate and society (cooperation, consciousness marketing campaign, setting an instance).

R.3 Inexperienced inside footprint interpreted as help in the direction of new manufacturing values – inexperienced logistics in additional sustainable purchases and consciousness of the setting near the corporate and its affect (local weather and biodiversity): picture and panorama given on the native degree [Design / Manufacturing / Storage / Energy / Raw materials : supply chain].

R.4 Blue exterior footprint interpreted as help in the direction of a extra collective strategy, networked on a worldwide scale, cooperative and incentive with the important position of Distribution-Transport and Communication : provide chain. It additionally consists of the selection of companions for integration right into a extra sustainable manufacturing system with diminished impacts in a worldwide chain of solidarity (local weather and biodiversity). [Blue for Ocean = 70% of the world].

R.5 Buyer orientation interpreted because the important components of Buyer Orientation by way of the shopper expertise in situ or on-line: accessibility & incapacity, well being, security, safety, honest practices (contracts & after-sales service), consciousness of customers.

R.6 Digital code interpreted as help in the direction of a relationship of belief between the corporate, its workers, customers and the sovereign State when it comes to the Digital Rights of People (a), Worker / Robots / AI (b) and personal information capture-exchanges (c). Digital as a method of decreasing inequalities and selling economies of scale and never as a supply of battle and unlawful management.

R.7a Inner governance [1] interpreted as help in the direction of extra sustainable, clear and moral administration at firm degree.

R.7b Exterior governance interpreted as help in the direction of extra sustainable, clear and moral administration on the degree of the corporate’s monetary actors, but in addition participation in change with institutional, social and NGO actors (advances for the worldwide cooperation).

= R. International permitting a primary evaluation of the final CSR audit of an organization exhibiting the shortcomings (a), the advances (b), the successes (c) and the questions (d).

International Accountability for Satisfaction (RGS) clients, workers, managers and stakeholders the place the standard of life, of consuming items and providers and of speaking is environment friendly within the pursuit of income for all.

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