Responsible Business: Next Source of Competitive Advantage

Católica Lisbon School of Business & Economics

What are the topics?

Católica Lisbon School of Business & Economics

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Who should attend

Senior or middle management for whom the organization considers relevant to deepen their knowledge in this subject, in order to be able to leverage the “Responsible Business” agenda in the company.

About the course

There is a generalized conception that being a “Responsible Business” has become an unstoppable Macro Trend, where there is a general acceptance of the importance of companies to include, more and more, their social and environmental concerns in the definition of their business strategies.

A “Responsible Business” goes way beyond the Environment, being a subject that covers areas that go from Ethics to Local Communities; from the way companies treat their employees to the existing Diversity of gender and racial discriminations to the way suppliers treat their own employees, from the interaction with the Media, to the way Clients are treated.

To correctly balance all these “stakeholders” will continue to be a competitive advantage to companies, and the “business case for action” is increasingly more obvious. In this Program, participants will be provided with the necessary tools to empower them to define the best strategies to face all these challenges.

Key Benefits / Main Advantages

  • Increase consciousness of this Macro Trend;
  • Prepare participants for the internal debates in their companies, about the best strategy to follow in order to tackle these challenges;
  • Be introduced to processes and tools that can lead to the definition of these strategies.

Methodology

All themes will be addressed with successful (and unsuccessful) real cases of companies such as Unilever, Walmart, Nestlé, Coca-Cola, Apple, Ford, Lego;

Videos regarding the key players in the development of “Responsible Business” strategies, will also be viewed and debated;

There will be a “Simulation Game” (that includes a previous class discussion and preparation session): “Strategic Corporate Social Responsibility”. The simulation uses quantitative and qualitative metrics to develop and evaluate a management model which is socially responsible and where one can see the real impact of the company’s performance based on the decisions made, through a 5-year “Business Plan”.

There will also be other videos regarding the main players in the development of “Responsible Business” strategies.

Agenda

4h What is the context and why we have reached this point. Meaning of “Responsible Business” / Nuno Moreira da Cruz

4h Social Innovation / Filipe Santos

4h "Responsible Business" as Strategy. Porter and Chandler Models - Shared Value and Stakeholders / Nuno Moreira da Cruz

4h The "Business Case for Action". Great Trends / Nuno Moreira da Cruz

4h Leadership: The Practices That Make a Difference In This "New World" / Nuno Moreira da Cruz

2h Ethics in Business / João Luís César das Neves

4h Simulation Game / Nuno Moreira da Cruz

3h How can this affect the Company/Industry? The Creation of Value / Nuno Moreira da Cruz

1h CEO Panel|Responsible Business:Tell us your Experience / Guest Speakers / Nuno Moreira da Cruz

Experts

Filipe Santos

Filipe Santos is Visiting Professor of Social Entrepreneurship at INSEAD. He was a full-time faculty member of INSEAD since September 2003 and left in January 2015 to lead a new government initiative called Portugal Social Innovation that aims to catalyze a social investment market in Portugal to...

João Luís César das Neves

João César das Neves, born in 1957, married, father of four, is full professor at CATÓLICA-LISBON. Currently President of the Ethics Commitee of CATÓLICA-LISBON. Holds a PhD and BA in Economics (UCP), MA in Economics (Universidade Nova of Lisbon, Portugal) and MA in Operations Research and System...

Nuno Moreira da Cruz

Nuno Moreira da Cruz has a Law Degree at Universidade Católica Portuguesa in Lisbon, a Master’s degree in European Studies at the College of Europe in Bruges (Belgium) and an MBA in IE Business School (Madrid). He is also a Certified Coach (Escuela Europea de Coaching, Madrid) and Mentor for St...

Videos and materials

Responsible Business: Next Source of Competitive Advantage at Católica Lisbon School of Business & Economics

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Full disclaimer.

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