11 de junho de 2019

What I learned from reading Alexandra’s text.

Filed under: Organizações, Saúde e bem-estar — Tags:, , — Yure @ 08:59

Below, what I learned from reading Alexandra’s text.

  1. There are several ways to look at business accounting, so you need a variety of approaches to understand it.
  2. One such approach is “social accounting”.
  3. The “social balance”, one of the main concepts of the social approach to accounting, is rarely employed because it is misunderstood.
  4. What is the relevance of social responsibility as a marketing strategy?
  5. The goal of the text is to find a way to use social responsibility to improve the company’s brand and image.
  6. “Accounting” means the set of techniques for calculating and interpreting financial or other quantifiable data in order to determine, collect, record and classify information relevant to the company or organization.
  7. Accounting is a social application of mathematics: you calculate with social purposes.
  8. So it is a social science.
  9. Each accountant works in a specific area of ​​the company that employs them, so each accountant or group of accountants is responsible for one sector.
  10. The manager will require different types of data from each company accountant in order to gain an overall picture of the business’ progress.
  11. Accounting not only studies, but also controls the assets of a particular company.
  12. As there are “laws of physics,” that is, regularities that allow for the prediction of physical phenomena, there are “laws of accounting” that allow prediction of accounting phenomena.
  13. People are changing: they are worrying about the welfare of corporate employees, are worrying about the environment, are worrying about world peace…
  14. A company that does not keep up with rising humanitarian trends runs the risk of losing the confidence of its public.
  15. So the company must pay its employees (even if minimally) well, be “fair” and have environmental commitment, because such attitudes attract customers, such attitudes are profitable.
  16. Evaluating the company’s compliance with these trends is the task of social accounting.
  17. It produces data that shows, for example, how “green” (eco-friendly) a company is, how satisfied its employees are, how many women work there and things like that.
  18. Showing positive environmental data is necessary for any company.
  19. The change in consumer trends makes social accounting more demanded: the product must be cheap, healthy and ecologically-correct…
  20. The result of social accounting research is the “social balance sheet”.
  21. A good social balance, given the modern trends of consumption, can be used as a marketing tool, a kind of company advertisement.
  22. The social balance report has been used in Brazil since 1965, but is only taken seriously since the 1990s.
  23. The social balance is qualitative, not necessarily quantitative, as is the financial balance sheet.
  24. The social balance report is obtained by numerical means, by audition, by means of observation and by means of deductions.
  25. Social accounting has a descriptive and prescriptive role.
  26. Socially relevant data are jobs, labor relations, productivity, hygiene, compensation, employee attendance, among others.
  27. The target audience of a social balance report is the society around the company.
  28. Strategy is also about asking the right questions, not just answering them.
  29. Effectiveness is to do what is ordered, efficiency is to do what is commanded with the minimum of expenses and effort.
  30. Strategic planning: imagine what goal you want to achieve, outline the means to get there, set intermediate goals, and change the means employed, if necessary, depending on their ability to complete those intermediate goals throughout the implementation of the planned strategy.
  31. Strategic planning is always far-reaching, but it is not necessarily aimed at long-term results: it is sometimes possible to do something great in a short time.
  32. This involves resource allocation.
  33. Employees who are alienated from company processes cease to care about the success of the company.
  34. Strategic management is a situation where all managers (tactical and operational) think strategically.
  35. The “Plano Real” put an end to inflation.
  36. The times of sudden changes in the eighties and nineties was bad for Brazilian companies: every unexpected change in the economy hurt sales and profits.
  37. To plan is to think of the means to achieve an anticipated goal: what must be done, in what order and how everything should be done.
  38. It is necessary to collect data on the situation if we want to plan anything, as well as to define objectively and concisely what we want.
  39. Planning steps: formulating goals, checking our resources and strengths (to know which features of the company favor or constrain the pursuit of the goal), checking the resources and behavior of the environment (to know what forces around the company can be exploited favorably and which should be avoided or countered), strategy formulation.
  40. People know that the government, alone, is not able to solve the problems of the people.
  41. Such problems can only be mitigated by the joint work between public initiative and private initiative.
  42. Thus, people expect companies to be willing to help them with their social needs.
  43. Proposing this help is a marketing move, in this case, social marketing : the association between a brand or company and a particular, trendy, social cause.
  44. Some causes to “fight for” are hygiene, nutrition, health, transportation, education, housing and work …
  45. Defending such causes strengthens the brand.
  46. And increases it’s value .
  47. People like the idea that they can “make a difference” by buying a particular brand (the Ecosia search engine , for example, uses part of it’s ad revenue to plant trees and they even have a “tree counter”, só that the user can keep track of how many trees were planted with his searches).
  48. Partnering with an entity who fights for a social cause involves making “donations” to the entity, which improves the company’s image.
  49. The most common causes are public health, protection of basic human needs (such as food and shelter), child and adolescent protection , and environment preservation.
  50. Choose the cause you want to support wisely.
  51. If the consumer feels that the company’s effort to support a social cause is not enough, social marketing will not work.
  52. Social responsibility differs from philanthropy: the company is not doing charity.
  53. You have to be rich to be philanthropic .
  54. Other ways of improving the quality of the company’s image is, for example, not buying from suppliers who are not committed to environment preservation, not acquiring products from those who employ child labor and só on.
  55. Social responsibility is not a distinct activity but part of business management.
  56. Companies will become more dependent on society, employees and customers, so you have to start adapting to that.
  57. Characteristics of corporate social responsibility: plurality, comprehensiveness, sustainability and transparency.
  58. A company owes explanations to several people, not only to its shareholders .
  59. Transparency is a typical demand of globalization.
  60. Social and environmental reports should be mandatory.
  61. There is “strategic philanthropy”: a donation made to improve the company’s image so that, in the long run, it can achieve its financial goals.
  62. Government is not the only one that can solve social problems.
  63. A donation is not necessarily made in cash.
  64. Eco-efficiency is the incorporation of environmental management into business management.
  65. Marketing also has environmental impact.
  66. A company must invest in environment preservation to remain competitive.
  67. If no company in a given area invests in the environment, the first of them to change this will become a pioneer.
  68. The government is demanding companies to have environmental responsability.
  69. Not taking it into account can cause the company to be surprised by new legislations.
  70. Environmental legislation is severe in Japan, Germany and Sweden, and the companies there are not closing because of it.
  71. Unless the executives of a company are ecologically aware, the ecological attitudes of that company will only be superficial.
  72. Act as if the next environment protection bill has already passed.
  73. If your company is ecologically correct, other companies will want to do business with you.
  74. Gather information about your competitors.
  75. If the raw material supplier increases the price of their product or reduces its quality, the company that receives material from that supplier might lose credibility: it may increase the prices or the quality of the final product will fall.
  76. If the product of one company does not satisfy you, look for an equivalent product by another company.
  77. The five competitive forces: threat of replacement, the buyer’s bargaining power, the supplier’s bargaining power, veteran competitors, novice competitors.
  78. Three competition strategies: cheap product (lower price), different product (performs a task in a unique way), specialized product (increased quality in task execution).
  79. In order to lower prices without lowering quality, it is necessary to look for more efficient means of production, that is, to do better with the less resources.
  80. By doing so, a high quality product can be sold at a lower price.
  81. If the price is low and the cost of production is low, both the supplier will find it difficult to sell to someone else (because you can afford the raw material) and customers will end up choosing your product (because it is cheap).
  82. The different product strategy needs to be done by researching what buyers need, creating a tailored product.
  83. If the product is different and captivates the public, buyers will find it difficult to find a similar product and will have to stick with yours because thay will lack options.
  84. The company needs to tell its audience why that product is different.
  85. The strategy of the specialized product is employed by companies that only produce one type of thing, but, by doing only one type of thing, they do it very well.
  86. This is the case of companies that focus on niche markets.
  87. This strategy is a hybrid of the other two.
  88. The text brings a case study done with Natura, a cosmetics company.
  89. In 2005, Natura earned US $ 524,000,000 just selling its products.
  90. “Well being” is the harmonious relationship with oneself.
  91. “Welfare” is the harmonious relationship with what is external to oneself.
  92. Natura tries, through its products, to help the subject to have both.
  93. The ongoing quest for perfection is what improves both the subject and what is around him.
  94. Each person, and consequently each group of people, has the potential for improvement.
  95. The search for perfection and the search for truth are one.
  96. The vitality of a system depends on the diversity of its elements.
  97. In both the ecosystem and human relationships, diversity is important.
  98. Make your own concept of beauty: you do not have to accept the concept that others impose on you.
  99. Benefit your employee’s family.
  100. Your company should improve the community where it is stablished.
  101. If you engage in social causes, do not boast about it, or consumers will think you’re just acting on self-interest.
  102. Profit should be your main goal, but not your only goal.

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