|
|
|||||
|
|||||
| Path: Main Street : Resources & Library : Research Articles : Feature Article |
International community initiatives must be appropriate for the countryAugust 28, 1995; Canadian FundRaiser
Companies embarking on international community initiatives need to understand clearly their limitations when they undertake an international program. Speaking at the Conference Board of Canada's 5th National Conference on Business and the Community: Engaged in the Future , Linda Thomas, Director, Corporate Communications and Distribution Systems for Canadian Airlines International Ltd., pointed out that in a world increasingly focused on international fronts, "already the borders are coming down and many international community initiatives are fully integrated with global and regional strategies. Ronald McDonald Children's Charities have already accomplished this with their global presence in 12 countries, yet their programs are targeted to regional beneficiaries," she said.
"All corporations engaged in international community initiatives must walk the line between corporate self-interest and purist philanthropy in their community support strategies. If their motivation in building an international strategy is tied more closely to corporate bottom line results than issues of social responsibility, then clearly it makes sense to apply a focused community investment strategy to any branch plant or subsidiary operations being considered offshore," she stressed.
Involve community in decision-making
These days companies have learned how to apply the lessons learned in North America to their activities overseas. Citing the Monsanto Chemical Corporation as an example, Thomas pointed to the difficulty they had in finding site locations because of community lobbying efforts to block potential site expansions. Ultimately, Monsanto began to initiate community investment programs that educated local markets about safety precautions in chemical handling; they involved the community in decision making, and started to actively support local education through scholarships and co-operative science training programs.Today Monsanto is an outstanding example of a company that partners with the communities it serves. Its experiences and partnership approach have saved many corporations from making similar mistakes with international venture start-ups.
According to Thomas, the trick is to put theory into practice. What works in one market may be inappropriate in another. "It is often difficult for North Americans to bridge the gap between their values, beliefs and communication styles, and those of other cultures, making it necessary to research thoroughly and seek local advice before embarking on any strategy," she said. Possible sources that can provide advice in local markets include: local government agencies, local businesses and business associations, international foundations and nonprofit centres, and even local media or key citizens in the community. And to better understand political climates and the long-term stability of local governments, information should be sought at home through the Department of Foreign Affairs and International Trade and the charities themselves. With ongoing operations and programs often on site, they are the most current source of information.
Make a budget - and double it
Canadian Airlines continues to employ a largely decentralized strategy internationally because of the varying nature of each country it serves. With 12 general managers stationed around the world, all including community investment as part of their responsibilities, they, along with their local staff, are the best source of advice for what works in their markets. Thomas' final word of caution for anyone thinking of launching international community initiatives: "Calculate the resources you think you will require and then double them, at least. Because of the extra challenge of thoroughly understanding international markets, it will take twice as long as you think it will to reach the level of comfort you need just to launch an initiative."
|
|||
