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Thursday 10 October 2013

Corporate Social Responsibility, Governance in the EU banking sector



The research focuses on corporate governance and corporate social responsibility in organisations in the European banking sector.

Corporate governance and corporate social responsibility have received a great deal of attention in the recent past with organisations seeking to improve on their accountability and transparency as a tool for ensuring survival in the increasingly competitive business environment (Kotler and Lee, 2005). Corporate governance details the approach that organisations take towards the planning and implementation of their objectives. It details their responsibility and accountability structures across the different levels of the organisation. On the other hand, corporate social responsibility entails the organisation’s approach towards the welfare of the stakeholders through the involvement in activities primarily geared towards the improvement of the welfare of the stakeholders (Habisch and Jonker, 2005). This study seeks to expound on the approach taken towards corporate governance and corporate social responsibility by organisations in the European banking sector.

The study reveals that corporate governance has taken centre stage in the banking sector since the onset of the global economic meltdown whose primary root cause is viewed as indiscipline and unaccountability in the financial sector. This unfortunate incident helped to underscore the influence of the financial institutions over the economic well being of any business environment. In order to restore public confidence in the sector, players in the banking sector have sought to become more accountable and transparent in their operations and reporting.  The study makes use of secondary data in its review of the corporate governance and CSR approaches taken by the banking corporations. The reliability of the secondary data is enhanced by the fact organisations tend to be keen on including their corporate governance and CSR undertakings in their annual reports, and where this is not done, a separate publication is officially made making it easier for secondary research into their position more reliable. On the whole, the research established that there is an overwhelming support for corporate social responsibility in the banking sector with over 90% of the surveyed organisations going beyond the regulatory minimum in their corporate governance practices (European Union, 2006).

The research focuses on the European banking sector with the aim to establish the prevailing perspectives on corporate governance and corporate social responsibility. It also compares these perspectives or attitudes with the type and amount of activities undertaken in consistency with the proclamations of the organisation’s executives and directors. The research expounds on the provisions of corporate governance as a whole in order to give further meaning in relation to the approaches taken by the European banks. Towards the importance of CSR to organisations, the research explores the established advantages of CSR to various industries on a global scale prior to outlining the views gathered during the survey of the European banks. This approach helps create understanding of the positions taken by these players. In general, this research seeks to bring to the fore the approach to corporate governance and CSR of the players in the European banking sector. The research questions that must be answered in order to exhaustively cover the objectives of the research are as follows:
·         How do the organisations perceive the concept of corporate governance and of what strategic importance is it to the organisation?
·         How is corporate social responsibility perceived by the organisations in the banking sector?
·         How important is CSR considered by the banking sector in relation to its contribution to the overall performance of the organisation?
·         What are the prevailing stakeholder interests in the banking sector and what expectations do these stakeholders have on the banking corporations?
·         What steps do the banks take towards meeting these expectations?
·         What regulatory frameworks exist concerning corporate governance and to what extent do the organisations comply with them?

Focus on corporate governance has been intensifying in the banking sector following the widespread failures that were witnessed in the sector at the onset of the global meltdown that saw the world economy suffer the worst recession in its history (Holme and Watts, 2000). With governments across the world gearing up to impose heavier regulations on corporate governance on organisations operating in their economies, the organisations in the banking sector in Europe have been undertaking various internal reforms in order to regain the fading public confidence (Welford, 2004). The effectiveness of any law is determined by the willingness of the targeted persons to implement both the letter and spirit of the law. This research therefore bears much relevance as it looks into the prevailing attitudes towards corporate governance practices that may be introduced through the legislation. It therefore provides regulators with an indication of the areas to look out for when designing and implementing corporate governance guidelines to be effected in the sector.

The study cuts across national boundaries in Europe due to the fact that the EU is increasingly unified in regulating business practices with most national legislations being subordinate to the EU regulations whenever a business’ operations extend beyond the border of the country in question. Moreover, legislations in the constituent countries tend to be realigned with the provisions of the regulations at the regional level. With most studies focusing on CSR by organisations that are mainly in general business categories, little focus has been channelled towards the banking sector which has in many occasions been seen as a laggard as far as CSR is concerned with their corporate governance practices being seen as merely the attempt to comply with prevailing regulations. This research is expected to provide input into the corporate practices in the banking sector with an aim of preventing the risk of recurrence of the events that led to the financial crisis of 2008.

The preoccupation with corporate governance practices is based on the assumption that for any organisation to sustain good performance, it must be governed with clarity, accountability and transparency (Amnesty International, 2004). Although most regulations apply to public companies, private companies tend to modify their corporate governance practices to beat the threshold set by regulation in a bid to inspire higher levels of confidence among stakeholders. Scholars have proven that the adoption of good corporate governance practices not only benefit the stakeholders, but also benefit the organisation. This is because the establishment of lines of accountability and transparency are crucial in ensuring the set operations are run as desired thereby resulting in higher levels of motivation among the employees who are able to execute their duties without hesitation (Amnesty International, 2004).

On the other hand, Corporate Social Responsibility relates to the organisation’s contribution towards the welfare of targeted stakeholders. These stakeholders could either be consumers, employees, regulatory bodies and the society in general and may involve undertaking activities in programs that are believed to improve the welfare of the society. It is the notion of ‘giving back’ where the organisations as corporate citizens endeavour to improve the society in which they operate. Involvement in CSR often enhances customer loyalty which in turn contributes to the high performance of organisations. This paper seeks to test the prevailing attitudes in the European banking sector against these established views relating to the benefits associated with the embracing of good corporate governance practices and the involvement in CSR activities.

This study mainly makes use of secondary data which is obtained from official publications of selected companies, industry reports, government agencies and other reliable research findings in related studies. The study takes into account 10 banks drawn from the United Kingdom, Germany, Switzerland, France, Netherlands, Belgium, Spain and Italy. The findings of the study are as discussed in chapter 5 of this research.

This section highlights the definition and theories related to corporate governance and Corporate Social Responsibility and the reasons for their emphasis by organisations and stakeholders. This section provides a possible reasoning of the European banking sector in the approach to corporate social responsibility and corporate governance.

Corporate governance and corporate social responsibility are closely related albeit with certain fundamental differences. Whereas corporate governance focuses on the internal practices of the organisations and the means to achieve its organisational goals, corporate social responsibility primarily focuses on stakeholder welfare and engages in activities geared at enhancing their welfare (Brammer and Pavelin, 2004). Corporate governance therefore relates to the manner in which the organisation formulates and implements their strategy as well as the approach they take in reporting and risk management activities. Corporate governance also elaborates on the duties of the board of directors and their relationship with the management teams of the organisations. It underscores the organisation’s commitment to accountability, transparency, and approach to risk management (Brammer and Pavelin, 2004). It also accords responsibility to various members of the board in relation to certain crucial functions of the organisations such as the audit committees, risk control committees, director remuneration committees and so on. In summary, corporate governance is about how organisations are structured and governed.

The general movement of organisational practices in relation to corporate governance seems to be edging towards more transparency and disclosure with some of these aspects being subjected to legislation in a bid to protect investors from misrepresentations that may influence them into making the wrong decisions (Crane and Matten, 2004). Investors therefore use corporate governance as an important tool for determining the accuracy with which they can estimate their returns on investment. Focus on the corporate governance practices in the financial sector was renewed following the financial meltdown whose origin was largely the failure in the financial sectors in the USA, with the failures in the UK financial sector closely following (Fairbrass and O’Riordan, 2008). Governments have in realisation of their role in promoting healthy business practices embraced the idea of putting together corporate governance guidelines which imposes certain requirements on businesses which are obligated to adhere to them (Fairbrass and O’Riordan, 2008).

The organisational corporate governance in the UK is governed under the UK corporate governance code 2010 (Bawaneh, 2011). This code was designed to regulate financial reporting in order to ensure the reporting is accurate thereby shielding investors and other stakeholders from the losses that may be occasioned by lack of the needed information or the misrepresentation of the same (Bawaneh, 2011). Similar legislations include the Sarbanes-Oxley Act which regulates corporate governance in the United States (Welford, 2004). Similar attempts in Germany have seen the development of the German Society of Investment Analysis and Asset Management, an umbrella body that seeks to sensitise organisations on the importance of providing accurate information for their investors’ use (Welford, 2004). These disclosures are normally contained in the organisations’ annual statements. These statements are produced after a thorough scrutiny by reliable external auditors who assure stakeholders that the information largely reflects the true position of the organisation at a particular time. The annual statements therefore contain more than just the financial status of the organisations.

The reiteration of the commitment to corporate governance is emphasised in most financial statements with the approach to governance and risk management explicitly provided for under the directors’ report segment (Claire and Robert, 2009). This identification under normal circumstances includes the identification of the sources of risks that the organisation anticipates and allows for the ways in which such risks can be countered. The statements also underscore the values that the organisation stands for and may give a brief explanation on the direction the organisation intends to take in subsequent years (Claire and Robert, 2009). This is especially typical of organisations in the UK. The requirements of the UK corporate governance regulations are largely reflective of the rest of the European Union’s regulations. Studies in the post meltdown period reveal a general movement towards more transparency and accountability in the banking sector in the European banking sector. Corporate governance is geared towards ensuring that decisions are made in the best interest of the corporate organisations. This has been the rationale behind the emphasis on the declaration of any conflicts of interests among the directors of the company before any decisions are made.
While legislations such as US Sarbanes-Oxley Act explicitly provides for the specific requirements to be adhered to, the legislations in the UK are generally broad and compliance generally has to do with disclosure and transparency (Branston, Tomlinson and Wilson, 2009). A glimpse into the Jordanian banking sector outlined the role of corporate governance as follows: the establishment of guiding corporate values that must be communicated to internal and external stakeholders in clear terms; the establishment and enforcement of the lines of responsibility and accountability throughout the organisation’s structure; the provision of the assurance that the board of directors is made up of independent individuals who are aware of their oversight roles and are qualified to execute the duties of directors and are free from undue internal or external pressures in their decision making; providing the assurance that the senior management are operating within a framework that enables them realign their activities with the overall goals of the organisation; assure stakeholders of the organisation’s commitment to accountability and transparency through the facilitation of internal and external audits that are free from any interference whatsoever; and provide the assurance that the remuneration systems adopted by the organisation are consistent with the regulatory requirements and are consistent with the organisation’s ethical values and largely meet the stakeholder requirements (Bawaneh, 2011).

Corporate social responsibility refers to the organisational commitment to ethical behaviour and the improvement of the quality of life of their stakeholders (European Banking Federation, 2008). It recognises the welfare and the expectations of various stakeholders and endeavours to have them duly complied with.  It comes with the responsibility to realign the organisation’s policies and practices in order to comply with the prevailing stakeholder expectations. In most cases, the stakeholders include employees, regulatory agencies, suppliers, special interest groups, and the society in general (Porter, 1985). Most issues that have been identified in relation to CSR involve the fair treatment of employees where the wages are above the minimum wages and their working conditions are acceptable, the contribution towards the sustainable environmental management through proper disposal of any company wastes and involvement in conservation initiatives, and undertaking social responsibility programs whose central goal is to improve the welfare of the society in general (Weiss, 1998).

There has been renewed focus on corporate social responsibility by corporate organisations in recent times. This has been in recognition of the contribution that positive image makes towards the good performance of organisations (Burke and Logsdon, 1996). Various theories, models, concepts, and themes have emerged to justify the organisations’ involvement in CSR activities. The understanding of the concept of CSR is not universal with many authorities variously describing them to include a range of different perspectives including involvement in the environment, provision of healthy working conditions with reasonable wages, involvement in social programs, and generally having the welfare of the various stakeholders in mind while in the course of conducting business activities (Daniels and Radebaugh, 2001). The stakeholders’ perspective in CSR involves the factoring in of the interest of various stakeholders prior to the design of activities geared at improving their welfare. Stakeholders can broadly be described as groups of individuals who can affect or be affected by the activities of a business entity. They form a critical component of the firm’s external environment often with the ability to contribute to the success or failure of such an organisation (Elkington, 2001).

The wide range of stakeholders presents a challenge to the managers to come up with a pragmatic approach to ensure that organisations meet the stakeholder expectations in the society. The definition process involves defining which stakeholder interests they are responsible for and to what extent their responsibility extends in relation to these interests. One of the ways of ensuring that organisations’ CSR activities meet stakeholder expectations is to engage such stakeholders in dialogues aimed at establishing their priorities and the impact that such activities would be expected to have (Burke and Logsdon, 1996). Certain dimensions in corporate strategy that contribute to the effectiveness of CSR activities have been identified as specificity, centrality, voluntarism, reactivity, and visibility (Burke and Logsdon, 1996). These elements help ensure that stakeholders appreciate the concern of the organisations towards them and therefore promote positive sentiments by stakeholders towards them.

It is also important to appreciate the importance of CSR and the reason for the rush to embrace CSR by organisations. In the increasingly competitive business environments, organisations are looking out for ways to portray themselves as social partners with stakeholders who are in turn expected to become loyal to the organisations (Burke and Logsdon, 1996). This in turn reflects on the bottom lines of such organisations.  Recent studies reveal that consumers tend to be generally more supportive of organisations that are viewed to be socially responsible as evidenced by the sincere involvement in activities aimed at improving the welfare of the society (Burke and Logsdon, 1996). Organisations that have demonstrated a sincere concern for the societal welfare tends to perform better than those who don’t in general terms (Elkington, 2001). Such organisations are able to generate high levels of customer loyalty which in many cases persists despite price differentials between them and their competitors. It therefore makes business sense for business executives to endorse investment in CSR activities in the interest of the long term sustainability of the organisations.

The growing expectations of organisations to be socially responsible are based on the view that organisations can be viewed as corporate citizens with the responsibility towards the society in general (Claire and Robert, 2009). In addition to the positive reaction by the consumers, involvement in CSR enables organisations to build their internal competencies and therefore gain a strategic advantage over other market players. This can be done through the attraction of top talent in the industry that later contribute to the innovation of products and business processes that enable the organisation position itself strategically in the market. Research has shown that employees generally prefer to work for organisations that are socially responsible in their view. The CSR record for any organisation is therefore one of the factors that such employees would take into consideration before deciding to commit themselves to work for them (Burke and Logsdon, 1996). This is also applicable to existing employees whose motivation levels go up dramatically on realisation that they are involved in what they would call ‘a noble course’. This leads to increased productivity which in turn translates to improved bottom lines. Organisations that are known to be socially responsible also tend to attract positive sentiments from investors. These investors who in most cases rely on their personal judgments in deciding where to invest tend to be supportive of such organisations (Holme and Watts, 2000). Socially responsible organisations are therefore more successful in raising capital in form of additional equity or debt due to their ability to inspire the cooperation of investors. As is common with the human nature, the fear of reprisals can be a powerful motivator for executives to engage in the desired CSR activities (Holme and Watts, 2000).

The threshold demanded by the society and the regulatory bodies is often reasonable and therefore easily achievable by organisations without the injection of heavy investments. Such requirements in most cases relate to proper treatment of employees who need to be paid at least a living wage, the reasonableness of the number of working hours demanded from the employees, and proper disposal of material wastes that emanate from the firm’s production activities (Maguire, 2004). Where such expectations are not complied with, there is often the risk of reprisals which may come in form of the boycotting on an organisation’s products or even heavy fines from the regulatory bodies. The avoidance of the negative effects associated with non compliance may therefore be one of the most sources of influence for organisations to undertake CSR activities and align their corporate governance practices in line with the stakeholder expectations.

The banks considered tended to have an overwhelming support for embracing of sound corporate governance principles. Most industry players make it explicitly clear regarding their corporate governance principles and their commitment to ensure that the outlined values are adhered to at all times. Even though there has been increased regulation on corporate governance with the EU providing guidelines on the practices that are expected of them, almost all of the major players in the industry have already fully complied with most providing information that far surpasses the mandatory requirements (Senthikumar, Ananth and Arulraj, 2004). This is mainly done to meet stakeholder expectations.

The approach towards CSR follows a four-fold process that advances from commitment, to strategy, then to implementation and finally to performance. On commitment, a majority of the organisations considered tended to emphasise their commitment to corporate social responsibility which in many cases they referred to as their corporate duty (Wise and Ali, 2009). The concept of corporate social responsibility was referred to using a number of terms including corporate duty, corporate sustainability, corporate duty, business ethics and triple bottom line among others (Wise and Ali, 2009). The EU defines CSR as among activities that are beyond mandatory legislation whose enforcement cannot be done under law (European Union, 2006). Only a minority tended to associate CSR activities with mandatory regulation. However, there seemed to be a commitment to CSR activities despite the absence of a legislation compelling organisations to undertake the activities. This underscored the commitment that the players in the industry tended to have towards involvement in CSR activities. The level of commitment to CSR can also be indicated by the presence or absence of written statements that outline their commitment to CSR (Fairbrass and O’Riordan, 2008). The outlining of the vision and objectives of an organisation’s approach to CSR is seen as a sign of commitment to the CSR activities and a willingness to be audited based on the commitments outlined in black and white. The presence of written statements among the majority of banking institutions in Europe can therefore be viewed as a sign of strong commitment to CSR in the banking sector (IDRT, 2011).

In relation to the correlation between CSR and corporate strategy, various issues were identified as constituting the organisations’ first line of offense as far as involvement in CSR is concerned. Some of the most cited concerns by players in the market in order of prevalence include indirect involvement in environmental and social issues via their customers; fair and respectable approach in their treatment of their employees; involvement in social specific issues; involvement in environment specific issues; factoring the financial welfare of their customers; and combating corruption, money laundering and bribery (European Union, 2006). As can be seen from the list, a number of issues fall within the purview of various legislations. However, it is generally accepted that legislation is extremely limited in its enforcement of various measures and organisations can ensure effectiveness only when they prove undying commitment to meeting stakeholder expectations in the cited issues (European Union, 2006). What may be observed in this ranking is the striking difference between the bankers’ view and that of environmental lobbyists who seem to believe that all of the world’s resources should be channelled towards promoting sustainable environmental management. This element is accorded a distant fourth position in the relative ranking of the sector’s perception of CSR areas of strategic importance to their organisations. This reasoning may be due to the fact that banks do not engage in activities that can have an adverse effect on the environment as compared to other players such as manufacturing firms, transportation industries or even extracting industries. Banks mostly attribute their main contribution to environmental degradation as indirect through their clients who are mostly involved in industries that contribute greatly to environmental degradation. Strategies are useless by themselves unless they are translated into actions. The ability of the organisation to fit its corporate strategies into generic strategies determines how useful these strategies can be in contributing to its overall performance (Holme and Watts, 2000).

Implementation of CSR activities is done through the adoption of fitting management systems, social and environmental reporting and accounting, adoption of codes of conduct, conformity with regulations on social responsibility, engagement of stakeholders in different forms to gain cooperation (Maguire, 2004). Corporate citizenship activities that involve making donations, employee volunteering, and setting up foundations that are established to cater for certain social needs is also a common tool (Cocris and Nichitean, 2011). The banks tend to make prominent use of the codes of conduct with over 90% of the banks taking cognisance of the international codes advocated for by the United Nations (European Union, 2006). A majority of the banks have also adopted some of the recommendations of UNEP on environment and sustainable development. About half of the organisations have explicitly provided for remedies for their indirect contribution to environmental degradation through their clientele. The most commonly management system for use in regulating CSR activities is ISO 14000 and about 70% of the major players in the European banking sector have acquired this certification (European Union, 2006). However, only a few banks have adopted EMAS which (environmental management system) is advocated for by the EU (European Union, 2006). This may be attributed to the fact that banks do not massively contribute to environmental degradation.

Banks are increasingly embracing stakeholder engagement in their approach to CSR. This usually involves joint designing of CSR activities and cooperation in these multi-stakeholder initiatives (Alexander, 2004). Banks mainly get involved in these forms of initiatives for activities where they are not as actively involved in form of the impact of their operations. Such areas include climate mitigation which banks only contribute to marginally and indirectly through their clientele. Sustainability reporting underscores the banks’ commitment to corporate governance and corporate social responsibility and has become a very popular instrument in the European banking sector (Cocris and Nichitean, 2011). Most banks follow the reporting format advocated for by GRI (Global Reporting Initiative) while a few use the ISAE 3000 (International Standard on Assurance Engagements) (European Union, 2006). Voluntary activities commonly engaged in include mitigation of climate change. Others include the promotion of gender equality where organisations promote work balance, eliminate any forms of gender discrimination and protecting their staff and customers from sexual harassment.

The main motivation for engaging in CSR for business executives is the anticipated positive impact that such engagements can have on their bottom lines. The vast majority view CSR undertakings as an instrument for promoting customer loyalty which in turn leads to sustained profitability of the organisations. Only a vast minority believe that CSR has no impact on their profitability.

Whereas corporate governance focuses on the internal practices of the organisations and the means to achieve its organisational goals, corporate social responsibility primarily focuses on stakeholder welfare and engages in activities geared at enhancing their welfare. Corporate governance therefore relates to the manner in which the organisation formulates and implements their strategy as well as the approach they take in reporting and risk management activities. Players in the European banking sector generally embrace sound corporate governance practices that are in most cases above the threshold set by the European regulatory authorities. This is due to heightened stakeholder expectations that the institutions seek to live up to. Corporate social responsibility in the European banking sector is largely embraced due to its perceived contribution to the welfare and sustainable profitability of these organisations. Most institutions reiterate their commitment to CSR through written memoranda and official publications which come in form of sustainable reporting. CSR priorities as observed in the banking sector mainly border on their indirect contribution through their clientele and their focus on providing their employees with fair working conditions and acceptable wage levels. This commitment is further underscored through their inclusion in the codes of conduct and adoption of management systems that are tailored towards ensuring that CSR activities are part and parcel of their generic strategies.

In consistency with the five elements associated with the effectiveness of CSR in promoting organisations’ generic strategies, CSR activities must be designed and implemented in a form that ensures specificity, centrality, voluntarism, reactivity, and visibility. These elements are essential in shaping public perception towards a company and are the strongest factors in improving customer loyalty. Specificity refers to the sharpness with which organisations focus the activities towards specific needs. An activity must be able to meet given needs in order to appear effective. Voluntarism refers to the lack of a legally compelling requirement that forces an organisation to undertake certain activities. Organisations should be keen to undertake activities well before legislation and public pressure forces them to undertake certain activities. Where activities are seen to originate from the organisation’s own initiative, stakeholder perceptions are influenced more authoritatively. Reactivity refers to the ability of organisations to react to prevailing situations that change from time to time. These situations cause variations in the needs of the stakeholders and the organisations need to accurately design programs that can meet these needs in a timely manner. Visibility refers to the fact that the programs must be seen on a public level. For an organisation to benefit from its CSR involvement, the activities must be visible to the stakeholders. Organisations should therefore embrace the use of publicity to focus on its activities with the aim of drawing attention to their achievements and concern for the society in general. These elements must of necessity be present if the organisations are to realise any benefits from their involvement in CSR.
This study also takes cognisance of the fact that the bulk of the studies relate to qualitative opinions on the impact of CSR on the performance of organisations. The study therefore recommends intensive research geared at establishing the specific contribution of these activities towards the overall performance of organisations.

For more theory and case studies on: http://expertresearchers.blogspot.com/

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