HEINEKEN'S
CORPORATE
SOCIAL
RESPONSIBILITY
Heineken's new department Corporate Affairs has the prime
responsibility of shaping Heineken's worldwide Corporate Social
Responsibility strategy (CSR). But what does Heineken mean by
that? Is it something that is only done to create good publicity
or is there a more significant strategic importance to CSR and
who is responsible for Corporate Social Responsibility?
Nowadays companies are more than ever before in the public
spotlight because they are important players in society. They play
an important role in the lives of employees, consumers, local
societies, business partners and investors. Companies have been
given a position of responsibility within society, which also brings
obligations with it. Society expects quality companies to do more
than just provide good products and robust financial results; they
are expected to run their business in a socially accepted manner.
Research has repeatedly shown that companies that do this well
are rewarded for doing so. They earn a better reputation and are
therefore in a better position to do business.
PAGE 4
