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February 28 2013 Takafumi Ikuta Senior Research Fellow, Economic Research Center, Fujitsu Research Institute (FRI)
Copyright 2013 FUJITSU RESEARCH INSTITUTE
Issue
Building a business model which solves social problems is useful for BOP market development. Japanese companies should use CSR activities strategically.
Inclusive Business
CSR CSR activities
Corporate profit
profit
Social value
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Hundred million
6
4
3
3
2
2
0
90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11
FY
2
4
3 2 disaster area
Donations Support for
program
Self-planning
1
0 2004 05 06 07
FY
3
08
09
10
11
Source: Japan Keidanren
Copyright 2013 FUJITSU RESEARCH INSTITUTE
2%
22%
50%
Developing/Emerging countries
98%
28%
Fact : Only 7 cases (2%) of SCA were strongly related to core business
Source: FRI, based on Keidanren materials
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20
Total
20111,117 20121,128
20
Manufactures
2011591 2012598
20
Non-manufactures
2011526 2012530
15
15
15
6.6
10 6.9
8.7
10 4.2
3.8 5.3
4.0 0
2011
2012
2011
2012
Planning Involved FRI based on Toyo Keizai Inc.s CSR Companies Complete Guide Source:
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35
Total
20111,117 20121,128
35 30 25 20 22.5 15 10 5
Manufactures
2011591 2012598
35
30 25 20
Non-manufactures
2011526 2012530
30
25 20 15 10 5 0 2.3
27.8 23.9
15 16.6 10 5 12.5
18.5
3.1 2012
2.0 2011
2.5 2012
2.7 2011
3.8 2012
2011
Future business opportunity Ongoing business Source: FRI based on Toyo Keizai Inc.s CSR Companies Complete Guide
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2.7% 2.3%
0.0% 5.1%
0.4% 15.1%
3.1% 22.5%
0.9%
5.9%
1.4%
6.6%
72.1%
74.4%
Total
87.6% 100.0%
10% of total is involved or planning its BOP market activities with consideration of business development
7
Source: FRI based on Toyo Keizai Inc.s CSR Companies Complete Guide
Copyright 2013 FUJITSU RESEARCH INSTITUTE
So far
Present situation of Japanese companies 1. Corporate interest in BOP business or IB is increasing 2. Most companies do not use their CSR activities strategically in developing/emerging countries Existing gap between SCA and BOP market development Japanese companies should ask themselves: 1. Am I seriously thinking of developing business in BOP markets? 2. Can I change my thinking that CSR activitiesSCA? With change in thinking and management reform
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Corporate policy which clearly connects CSR and core business Close ties between CSR and overseas business divisions Introduce CSR evaluation index and PDCA cycle
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Materials supply
Manufacturing base
Not related
Market
No direct relation
Market
No direct relation
Rethink the need for activities whose connection to core business cant be explained
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Partnership Local partner Government Intl support agency Research agency etc.
Employee satisfaction
Risk management Reputation, branding
Business development
Visualization of activity results in terms of business and social benefits Communication strategy fitting into goals
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Low price and small sized retailfoodcomodity, health & sanitation, etc.
Job creation and industry developmentusing regional resource and labor force Infrastructure-buildingenergy, communications, financial, etc.
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