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Ignacio Jaquotot - Má zodpovedné podnikanie budúcnosť v kríze?
V týchto dňoch sa často ozývajú hlasy, že pre zodpovednosť v podnikaní nie je správny čas. Niektorí dokonca tvrdia, že tento trend, ktorý sa v posledných rokoch rozmáhal, nemá budúcnosť v ekonomike, ktorej výkonnosť sa zhoršuje. Počas plynulých mesiacov som neraz dostal otázku, či zodpovedné podnikanie má vôbec šancu prežiť krízu.
Odpoveď by sme mali začať vysvetlením, čo chápeme pod zodpovedným podnikaním. Problémom je, že nielen na Slovensku, ale aj vo svete sa koncept „strategického“ zodpovedného podnikania často zamieňa s niečím, čo môžeme nazvať sociálne aktivity, ako napríklad charita, sponzorstvo, spolupráca s mimovládnymi organizáciami. Je veľmi pravdepodobné, že znižovanie rozpočtov v jednotlivých firmách sa týchto aktivít skutočne dotkne.
Avšak popri sociálnych aktivitách tu máme aj už spomínané strategické zodpovedné podnikanie. Prvým krokom je, samozrejme, prijatie záväzku zodpovedne podnikať. Tento nový pohľad na biznis prináša zmenu hodnotových rebríčkov a zodpovedné konanie voči obyvateľom krajiny, v ktorej podnikáme. Berie do úvahy aj životné prostredie a udržateľnosť ekonomického modelu, v ktorom fungujeme.
Pozrime sa na niekoľko príkladov. Zodpovednosť napríklad znamená, že aj keď sa firmy snažia maximalizovať svoj zisk, nerobia to za každú cenu. Naopak. Musia mať na mysli hodnoty, ktoré ich vedú k zodpovednému riadeniu firmy. V tejto perspektíve by som rád vyzdvihol aktivity, ktoré vedú k zníženiu spotreby energie, pomáhajú v boji proti korupcii, eliminujú diskrimináciu, alebo podporujú politiku transparentnosti.
Aj súčasná kríza nám ukázala, aká dôležitá je transparentnosť napríklad aj vo finančnom systéme. Ak by sme mali určiť, kedy je potrebné zaviesť zodpovednosť ako kľúčovú stratégiu firmy, ten čas práve nastal. Počas krízy, kedy je dôvera zákazníkov, akcionárov, investorov a zamestnancov firiem na nižšej úrovni ako obyčajne, posilňovanie týchto programov sa celkovo na trhu hodnotí pozitívne. A zároveň sa môže stať faktorom, ktorý firmy odlíši a umožní im vyjsť z krízy silnejšie. Takto posilnené firmy budú mať kvalitný systém riadenia, uznanie verejnosti, transparentný systém obstarávania a pod.
Z uvedeného vyplýva, že kríza bude mať pravdepodobne nepriaznivý vplyv na charitu a sponzorstvo. Avšak zodpovedné podnikanie, ktoré firmy chápu ako obozretný prístup k biznisu a trvalo udržateľnú firemnú kultúru, môže kríza iba posilniť.
Ignacio Jaquotot
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