Though it may be costly, corporate social responsibility makes good business sense. Sherine El-Madany listened in on a seminar Corporate social responsibility is key to business success, concurred guest speakers at a seminar held at the German-Arab Chamber of Industry and Commerce (GACIC). "Our acting should not be driven by profitability and money-making only. Other factors such as social responsibility are essential, as they promote motivation, creativity, and productivity among workers," said Heribert Meffert, chairman of the executive board of the Bertelsmann Foundation, a charitable organisation consisting of nearly 600 companies in more than 50 countries dedicated to social issues. Meffert explained that corporate social responsibility was the recognition that business enterprises had an impact on society and the consideration of that impact on business decision-making. He added that it affirmed the rights of employees to equal treatment in the workplace and acknowledged that everyone should have the opportunity to land a job for which they were qualified and to be rewarded on the basis of ability and performance. The GACIC organised this event in order to show business people how to implement and develop a successful business culture which will enable them to be competitive in the global market. "Corporate social responsibility is a privilege to the developing countries especially Egypt where the business culture, corporate image, and the private sector are transforming," said Peter Göpfrich, executive director of GACIC. Speakers also highlighted the advantages of adopting corporate social responsibility for both the business enterprises and the society. "The dispute culture and the hierarchical war do not solve business problems, but the cooperation and the spread of ethics do," said Meffert. Furthermore, Meffert said corporate social responsibility was a key point of marketing because customers would choose products produced by companies that act responsibly. He continued saying that the spread of understanding and social activities among employees was complementary to marketing, as it would create a positive image of the enterprise in the marketplace. "Multinational enterprises, for example, try to promote basic values among employees of different cultures because they realise that a positive image lessens risks and promotes profit," he clarified. Meffert then listed different methods of acquiring and implementing successful corporate social responsibility. He mentioned various characters of the role model employee such as being tolerant, humble, competent, creative, and hard working. "The graduation certificate is not the most decisive factor of employment anymore," Meffert said. He added that employees should realise the importance of values and ethics and seek friendly relations with co-workers. In addition, he said that entrepreneurs should give workers free space and motivation for creativity and help them have joy while working. They should acknowledge and respect workers' accomplishments and performances, while being tolerant and give employees the chance to learn from their mistakes. "Management means to serve, motivate, and care for the corporation. Every person is important and is part of the profit," Meffert said. "Enterprises should not be led by profits only. They should contribute to the community and give back what they took," he added.
