汤姆斯.弗里德曼，《世界是平的》一书的作者。7月份在美国的Aspen Ideas Festival听了他的演讲，题目叫“绿色是下一个红色、白色和蓝色”。一个很怪异的题目。不过讲起来却很有趣，看看下面这些话就知道。听说，他准备就这一题材写一本新书。呵呵。这些话有些口语化，有些地方不好翻译。建议看原文。

Best-selling author and New York Times columnist Tom Friedman gave a presentation at the Aspen Ideas Festival in July this year, where I was also a pacticipant. The title of his presentation is quite weird: Green is the next red, white and blue. He said he is writing a book on this. His words were full of funs.

“We’re all talking about it and trying to the heavens but we really haven’t bought a ticket. Let’s get real for a second. When we talk about battling global warming, what are we talking about? We are talking about changing the weather. If we pulled it off, it would be the biggest project mankind has ever taken on since the Tower of Babel.”

"我们一直在谈论这个话题，我们想步入天堂，而我们却没有拿到门票。当我们谈论抗击气候变化的时候，我们说我们要改变天气。如果我们真能这样做，这将是开天辟地以来人类从事的最伟大的项目"

“What do we have to do to actually prevent the doubling of CO2 in the atmosphere between now and 2050? We have to conserve as much energy as we are now using as a world--13 trillion watts. We have to conserve that much…No one or very few people has actually been talking about the scale of what we need to do.”

"我们怎么才能避免到2050年，二氧化碳排放不会成倍上升呢？我们只能节约和我们现在能耗一样的能源规模。我们要节约那么多能源？但却没有人或很少人真的会谈论到这么庞大的削减规模"

“What I am trying to do is redefine green.”
"我想要做的是，重新定义绿色"

“Green is the new red, white, and blue. Unless we unbottle this idea and take it away from the two extremes who define it, you won’t begin to get change. Green is the answer to the three biggest issues facing us today: jobs, temperature, and terrorism.”
"绿色是新的红色，白色和蓝色。如果我们不能理解这一想法并从两个极端的绿色定义中摆脱出来，我们就不能开始改变。绿色是当前三大重要难题的答案：就业、气候和恐怖主义"

“The good news is that green has gone mainstream…Green has gone mainstream, but it hasn’t gone down the main street.”
"好消息是，绿色已经变成主流，但绿色并没有落实到人们的生活中"

“9/11 taught us that we are in a war with people who are funded by fuels and energized by our energy purchases.”
"9.11事件告诉我们，跟我们打仗的人们其资金其实是从我们的能源采购得来的"

“We are funding both sides of the war.”
"我们在花钱同时资助一场战争的对垒双方"

“You want to know plan B is for Iraq? Bring down the price of oil.”
"你想知道对付伊拉克的B计划吗？那就是让油价降下来"

“Green is actually the most geostrategic thing we could be doing now to promote the reform agenda in the Middle East.”
"绿色其实是最重要的地缘政治因素，我们可以通过它改变中东和平进程"

“The flattening of the world makes green hugely important both economically and obviously in terms of climate.”
"世界正在变平，这是的绿色变得尤为重要，不论是从经济上还是关于气候"

“I believe this is the foundation of the next great industrial revolution--green power. You can not make a product greener without making it smart.”
"我相信这是下一次大工业革命的基础——绿色能源。如果你不能让产品变得更聪明，就不能让产品变得更绿色"

“When I hear people say we can’t afford to be green, that’s utter lunacy. We can’t afford not to be green.”
"当我听到人们说，我们不能足以支付绿色，这简直是神经病，我们无法承受不向绿色转变"

“We don’t have green policy in this country despite all of the hype. We have green politics.”
"我们这个国家（美国）还没有绿色的政策，但是我们有绿色政治"

“So you’ll pardon me when I hear people say we are in the midst of a green revolution. You ever study a revolution in history? You ever seen a revolution where nobody got hurt? Welcome to the green revolution where nobody gets hurt. This isn’t a green revolution friends, this is a party. We are having a green party. It’s a lot of fun. But it’s a party. Do not kid yourself for one second.”
"你曾经学习过革命历史吗？你曾经看到过一场革命的发生却没有人受伤害？欢迎来到这场无人受伤的绿色革命。但我要告诉你，朋友，如果真是如此，这不是一场绿色革命，而只是一场绿色派对。我们正在一场派对中，派对总是充满趣味，但派对仅仅是派对，你不要自欺欺人。"

“Here’s the really hard thing. The people most affected the most aggrieved have not been born yet, and that means we have this really unusual challenge of stewardship. We have to act at scale with real sacrifice, real taxes, real things that produce a revolution--not a party. And we have to do it to prevent a gas that you cannot see, smell, or touch on behalf of a generation that hasn’t been born yet. It will be--if we do it--the greatest act of stewardship in our history.”
"这是目前最麻烦的事情。那些受到影响和伤害最大的人们还没有出生，这意味着，我们承担着异乎寻常的责任。我们必须要做出真正的牺牲，缴纳真正的税费，付出真正的成本去发动一场绿色革命，而不是派对。我们必须这么做，为了我们那些还没有出生的后辈们，去避免那些我们无法感知的污染。如果我们这么做，那这将是我们历史上最伟大的一次革命"

管理大师终于也来点评企业社会责任了！

最近一期的哈佛商业评论上，迈克尔.波特撰文评述了企业战略与社会的关系，这应该是波特第一次直接写关于企业社会责任的问题。光看摘要就觉得这篇文章会很有意思，因为它直接了当地指出，公司公益慈善战略与公司的核心竞争战略完全割裂是一种严重的浪费，对企业、对社会皆无益处。企业社会责任则是寻求企业价值与社会价值的统一，而且将是一种革命性的管理思维创新。

其实，波特在以前的一些文章当中也曾经提起过类似的观点。我记得一篇文章是写绿色竞争力的，另一篇文章是写公司慈善的竞争优势的。好几年前出版的。里面也是将企业环境管理和慈善活动与公司竞争力联系起来看待的。

波特开始谈CSR，哈佛商业评论也谈CSR，看来，主流商业社会这次是玩真的了。

麦肯锡其实也已经发表过两三篇关于企业社会战略的文章了，也值得一读。

The guru of strategic management finally began to talk about CSR.

In the recent issue of Harvard Business Review, Prof.Michael E Porter published a new paper about society and strategy, which might be the first essay of Porter directly on CSR. The abstract looks quite interesting as it directly goes to the point that corporate chartity strategy and corporate business strategy are frequently disconnected with each other, which is a great waste of resources and would not benefit company and society. It says that CSR would be a new strategy to combine mutual benefits of company and society, and it might become a brand new management philosophy.

Actually, Porter did mention similar points in his previous work. As I remember, his papers on environmental competitiveness and corproate philanthropy advantages have expressed a similar concept that company should look at environmental management and corporate giving strategically. These papers were published a few years ago.

Porter began to talk about CSR, so does Harvard Business Review. It sounds that mainstream business is taking CSR serious.

P.S. McKinsey has also released some articles/reports on corporate social strategy, which are worth reading.

有一段时间没有上来写blog了。原因是公司启动了一个小小的研究项目，人力不多，所以很多时间都花费在项目调查上面了。这个项目做的是企业社会责任报告的调查，目的是摸清楚中国现在的状况，除了要看一大堆报告以外，还需要做一些调查访问。这个过程也挺有意思的，学到不少东西，也听到不少东西。反正家家有本难念的经，企业也不容易，NGO也不容易。呵呵。

整理了一下，发现国内还是有不少企业社会责任报告了，只是名字不一样。

我在中国企业社会责任机构指南上画了一个表格，有兴趣可以去看看。

中国企业社会责任报告一览

It has been a long time since my last pot. The reason is that we SynTao just started a small project, and I spent a lot of time on that.

The project is about CSR reporting study in China. Purpose of this project is to identify the current sitatuon of CSR reporting in China, and figure out the future development by conducting a survey.

The survey is with a lot of fun and new findings. NGO, business, media, all have different concerns on CSR reportings.

Meanwhile, I notice that there are several CSR reportings now available in China.

I sort out these reports on a webpage of China CSR Map.

If you want to know more, please check "List of China CSR Reports"

Yesterday, I was asked by a media friend who was now organizing a CSR conference. She wanted to have some dispute during a panel discussion, and asked me what was the right topic that was able to trigger hot arguement.

I replied to her immediately, discuss the topic "Shall we organize more CSR company Award Ceremony"?

This topic hit my mind for some days particularly when I heard about the Award Ceremony by CSRChina.com.cn and CCTV, PKU. This ceremony was quite big. (click here to visit their website)

I just took a quick look at the winners' list, and found some familiar names as well as new names. It is ok. What surprised me most was that the ceremony also annouced some more special winners with specific titles, such as Best Environment Contribution Company, Best Philanthropy Company, etc.

Then, a question goes to my mind, i.e. whether the organizer designs the title of the winners first, or identifies the winning companies first. It is a ridiculous question, but it is a question that I had when I saw the winner list.

So, shall we organize more CSR Company Award Ceremony? I think the answer is positive if such ceremony can provide real incentives to company with best practices. It is something like university award outstanding students with scholarship. But the question is, whether the criteria is objective, whether the selecting process is transparent, and whether companies face different barriers to joining the competition. It does not make sense if we can not realise the above-mentioned points, and award any companies that you happen to meet...

昨天，有个媒体朋友准备办一个企业社会责任的会议，其中有一个观点交锋的环节，问我什么问题最容易产生火药味？

我不加思索就说，“我们要不要做企业社会责任评选”？？

之所以这么快就说出来，确实是因为我这段时间一直在思考这个问题，尤其是看到最近csrchina.com.cn和中央电视台做的调查和评选后，更触动了我对这个问题的思考。

上周四，中国企业社会责任调查成果发布[点击进入]。非常隆重。中央电视台新闻频道的当家主持释数在列。

看了一下他们的最具社会责任企业名单，既有比较熟悉的企业，也有比较陌生的企业。这倒是没什么。奇怪的是跟在这20家企业后面，还有若干家专项奖获得者，诸如环境保护贡献奖、公益奖等等。

看到这个，我就产生了一个疑问，到底是先有了奖项设置，还是先有获奖企业。我知道这是一个很无稽的问题，然后我所看到的却让我联想到这个问题。

我们到底要不要做企业社会责任评选？评选作为对先进企业的一种精神嘉奖，自然是值得提倡的，就如同学生评奖学金一样。问题在于，评选标准是否客观，评选过程是否公开，参选企业是否面临着不同的准入门槛。如果不能做到这些，而是“人人有礼”、皆大欢喜，或者有功者有份，这就不太妥当了。

“你”当选《时代周刊》年度人物!
——从CSR的角度进行剖析

昨天看新闻说，《时代周刊》评选出2006年年度人物，吃了一惊。因为这个人并不是商业大亨，也不是政坛老大，而是坐在电脑面前的“你”和“我”。

评选的理由也很简单，总编说了：“这真实地反映了是你，而不是我们，正在改变信息时代。”确实，博客、视频共享网站YouTube、社交网站MySpace、网上百科全书Wikipedia等的自创性内容，已经形成互联网革命的新一波趋势，吸引数以百万计的用户。

看了这条新闻，想想前段时间看到过的爱德曼咨询公司的一份咨询报告《个人媒体时代的公关传媒》，不禁有了一些思考：这对CSR意味着什么？

这是一个很有意思的问题，而答案也很简单。信息技术和个人媒体的发展改变了整个商业经营的外部环境，每一个企业必须严肃认真考虑每一个利益相关者的利益，并且迅速有效做出回应。也就是说，企业需要越来越关注社会责任。

其实，我所看到的国外商学院教授写的关于CSR的书，多数都是从营商环境这个角度开始谈的（可以参考我原来写过的若干篇书评）。这些营商环境包括环境问题、社会问题的变迁等等。譬如说，公司之所以不得不积极回应NGO的质疑，是因为在一个越来越成熟的公民社会，NGO的态度和行动可以影响到很多公众行为，有时候甚至影响到投资人和政府行为。正是因为这些千丝万缕的联系，企业也不敢轻视NGO的存在。

在信息技术和个人媒体飞跃发展的今天，营商环境也会发生急剧的变革。红心鸭蛋、嗑药多宝鱼这些原来都会被封锁掉的消息，现在可以在一夜之间传遍大江南北。“你”和“我”都可以是其中的助力者。这种无组织存在的力量经过信息技术的加工，能够瞬间凝聚在一起，给企业以致命一击！企业与利益相关者，强弱之势此消彼长。这就是时代周刊年度任务对CSR的启示。

P.S.爱德曼咨询还有另外一份关于Blogsphere的报告，题目叫“博客时代的企业社会责任和可持续发展”。不过，和我本文讲的内容不同，这份报告主要是告诉大家什么人在利用blog推动CSR和可持续发展。但也值得一读。

Time Magazine: Person of the Year is YOU!

-----What it means to CSR

Today, Time Magazine said that the Person of the Year is YOU! "Yes, you. You control the Information Age." the cover story said!

It is an amazing story. And it is true that nowadays, each person as an individual has more freedom and feasibility to get their voiced heard. Blog, YouToBe, etc. all these new business models provide convenient ways to express your own opinons. So, the Time magazine said, it is an age of "Digital Democracy"! This really indicates a change of communication paradigm.

Actually, many organizations have noticed such change. I remember I read a special report issued by the Edelman Consulting firm, entitled "Public Relationship: Communications in the age of personal media". This report addresses the consequence of the use of blog and its impact of corporate reputation management.

So, what does it mean to CSR? it is an interesting question.

I think the answer is simple, i.e. it changes the operational environment of business, which requires companies to adopt a stragegy that can efficiently respond to stakeholders' concerns. The more efficiently, and more socially responsible.

I read some CSR books written by business schools. Most of these books start the story with the change of the operational environment, which includes economic environment, social environment and ecological environment. For instance, a company begins to concern NGO's campaign because NGOs become stronger and bigger, and their campaigns can mobilize many the power of customers, sometimes even investors. All companies have to adapt to such social environment changes.

The fast development of personal media and so-called digial democracy will have a fundamental impact of business operational environment. Imagine, a customer who is not satisfied with a product would write a criticin his/her blog, and this might be spread through internet in a very short time. Company would face great challenging if this critic gets echoes from the others.

Therefore, all companies need to be more careful about their social performance, environmental performance, etc. And CSR is a way to realize this goal.

Just a small comment, perhaps will write a longer/formal article about this.

Also, Edelman Consulting recently released another report "CSR and Sustainability in the BlogSphere". It looks at a different aspect of blog issues, i.e. to identify who are using the blog tools to support CSR/sustainability development/campaign.

Below is an ariticle published on China Dialogue, a UK based environment website. The article is about corporate environmental issues in China.

中国企业环境管理的新展望 2006年12月8日

中国企业在不断促进环保的生产和经营。但郭沛源说，许多商家仍对环境管理的认识存有误解。企业引入好的环境标准可以降低成本和开启新兴市场。

The future of environmental management

China's companies are cleaning up their act, writes Peiyuan Guo, but many in business still harbour misconceptions. Rather than hindering growth, environmental standards can save money and open up new markets.阅读文章

The previous article is a book review that I wrote for a magazine. The title of that book is called "The Corporation: the Pathological Pursuit of Profit and Power". You can easily search through internet for more details.

I enjoyed reading this book very much. It includes a lot of interviews with great people including Milton Freeman, CEO of BP, CEO of Pfizer, etc.

As the author of the book is a professor of law, in this book, he started with the history of corporation. You will find out how people developed the concept and institutional arrangement of company and corporation. In a word, people create company to do something that individual and other type of group cannot do.

However, the pathological pursuit of profit and power drives the company to an extreme, that is, do whatever a company can do to protect the interest of shareholders. For this purpose, companies can neglect the nature, neglect the local people, and others. This goes to the debate of corporate social responsibility. Whether a company should operate for shareholders, or for stakeholders?

The author does not give answer in the book, but provides views of different people, such as businessmen, economics and NGOs.

The author also interviewed a trader, who said something interesting and worth thinking. The trader said, no trader would consider environment when trading unless environment becomes a commodity that is tradable in the market!

Well, it is hard to say AGREE or DISAGREE with this trader, but the words give us a message to re-consider the way to do philanthropy.

The author also developed a documentation film based on this book, which is also very interesting.

最近又写了几篇稿子，这是其中一篇，应该很快就会刊登。这本书我觉得真是不错的，看Video的时候更加过瘾。那个时候都想组织一次观片会了，呵呵。可惜这本书和Video都没有中文版。

驾驭脱缰之马

——评《解构公司：对利润和权力的病态追逐》

公司有没有生命？这似乎是一个很滑稽的问题：公司既没有心跳，也没有呼吸，怎么会是一个有生命的个体呢？可是，再仔细想想，如果公司没有生命，为什么它犯了错误后需要承担法律责任，乃至公司所有人或管理人被追究刑事责任？要知道，没有生命的东西，譬如一张桌子，一辆汽车，是从来不会被推上被告席，也不会被人们所颂扬或咒骂的。因此，从某种意义上说，以法人身份存在的公司已经被赋予了人的特征，其许多行为方式已然带有浓重的经济人色彩。而赋予公司这些特征的，正是我们一手修订的法律。

人吃五谷杂粮，难免会出现生理或心理的疾病。那么，公司会不会也有这样的疾病呢？答案是肯定的。公司在追逐利润的过程中，肆意攫取资源、破坏环境，甚至践踏公理，都是这些病症的表现。要治疗这些病症，就要对公司进行彻底的解剖和诊断，找出病灶并对症下药。Joel Bakan的《解构公司：对利润和权力的病态追逐（The Corporation: the Pathological Pursuit of Profit and Power）》就是这样的一本书。作者把公司看作是病人，还很具讽刺意味地提供了确凿的“证据”，指出公司患有漠视他人感受、人际关系不能持久、为自我利益而持续诈欺、罪恶感等心理疾病，并根据其文献研究和人物访谈给出了一剂“处方”。

除了一个简短的介绍外，全书共分为六章。第一章“公司成为主流”讲的是公司的起源，记载了公司从发生到发展，再到成为当前经济领域主流形态的全过程。第二章“一般意义的商业”讲的是公司的一般特性，解剖了公司运转的基本原理。第三章“嫁祸于人的机器”揭露了公司将内部私人成本外部化的动机和伎俩，及对环境与社会的影响。第四章“公司与民主政治”讲的是公司如何将触角从经济领域延伸到社会、政治领域，并发挥重大影响。第五章“无限公司”讲的是公司势力的无限制扩张，以及公司为了实现扩张而所采取的五花八门的手段。第六章“清算”讲的是我们应该采取什么措施遏制公司对利润和权力的病态追逐，以及公司应该如何拯救自己。这本书看上去就像是一本公司“病历”，结构完整，叙述清晰，逻辑性很强。

在作者看来，公司永远处于对利润和权利的病态追逐中，原因很简单——公司的根本目的是股东利益最大化。在这样一种动机的驱使下，公司可以做出很多令人意想不到的事情。例如，六十多年前，IBM公司为追求利润，居然为德国纳粹提供自动打孔机，并将其用于集中营的管理；三十多年前，通用汽车公司为了节约成本，缩短了汽车油箱与车尾之间的距离，导致其产品在一次追尾事故中发生爆炸，酿成惨剧。当前，公司的经营手法更是推陈出新，无所不用其极。书中介绍说，有的营销公司专门让职员假扮成普通行人，在大街上大声讨论某个产品的好处，以便让路人“不小心”听到，达到营销的目的。

为增加公司利润，公司会使出浑身解数，尽可能将公司内部成本外部化，让公众与社会为公司的自私行为买单。公司非法排污就是一种典型的成本外部化行为。本来，公司应该依据政府法律法规引入污水处理技术和设施，使得处理后的污水能够达到规定的标准。然而，公司为了降低成本，污水未经处理就直接排放，从而将公司成本全部转嫁给周围社区的居民和河流下游的居民。政府要花钱治污，老百姓要花钱买干净水，这都是变相为公司买了单。作者认为，这是公司本性使然，因为公司天生就是一架“嫁祸于人的机器”，与公司规模无关。书中就引述了跨国公司监督组织（Multinational Monitor）的一项研究，该研究列出了通用电气公司从1990年到2001年之间的违规案件，其中就有不少涉及到环境污染的问题。譬如：1990年10月11日，通用电气因纽约工厂污染被处以17.6万美元的罚款；1993年3月2日，通用电气和其他公司因在加州违规倾倒化学品被处以9600万美元的罚款；1995年9月2日，通用电气因污染纽约河流及空气被处以150万美元的罚款；1997年2月22日，通用电气因污染新罕布什尔州地表水和影响供水安全，被勒令采取清理污染的措施；1998年10月，通用电气因石棉污染问题被英国政府勒令缴纳20亿英镑的处理费用；1998年10月26日，通用电气因污染饮用水被波多黎各政府勒令采取清理污染的措施。

这是一个残酷、却不争的事实。一名在商品交易所工作的交易员Carlton Brown就用非常精辟的词语概括了这一事实。他说，当9-11恐怖袭击发生的时候，他的第一直觉是，“哇！黄金价格要上涨多少啊？”事实证明，他所有客户都因为金价暴涨获取了巨额收益。他说，大家都知道环保是个好东西，可是任何一个交易员都不会在交易的时候考虑环境的因素，除非有一天环境资源能够作为商品在市场上交易！

Carlton道出了一个非常重要的事实，那就是：公司不会主动关注环保等公益事业，除非它能够从中获益。这句话看似冷酷，但如果将它倒过来，却也别有意味：要想公司关注和参与环保等公益事业，就要先告诉它能够得到什么好处。Interface公司的案例就可以为我们提供很好的启示。Interface原来是美国的一家普普通通的地毯生产商。十多年前的一天，该公司的一名客户向Interface公司提出了一个问题：Interface和环境保护有什么关系？它为环境保护做出了什么贡献？这个问题引起了Interface管理层的高度关注，并且还专门成立了一个工作小组为公司制定了一个全球范围的环境政策框架。此后，Interface因为在可持续发展方面的卓越表现而在全球地毯行业中一枝独秀、傲视同侪，成为全球最大的地毯制造商。这家公司也因为实现了经济和环境的双赢，而为人们津津乐道。

当然，好处不一定体现在营业额的增加上面，如果采取环境措施可以降低企业运营风险，也可以看作是一种正面的收益。正如辉瑞制药的总裁Hank Mckinnell所说，如果你的公司宗旨是牺牲别人利益成全自己的利润最大化，那么所有人都会将你的公司看作是一个毒瘤，你的生意也就难以为继。为此，不少公司都摆出一副很慷慨、慈善、环保的姿态，以缓和公司与公众的紧张关系，这就是公司推行企业社会责任的最初动机（当然，企业社会责任的内涵远不止慈善和环保，更不纯粹是一种公关手段，限于篇幅，在此不展开论述）。英国石油的总裁John Browne也说过，如果想赢得公众的接受和信任，我们必须积极推动企业社会责任。在这一问题上，连一贯主张自由市场的诺贝尔经济学奖得主Milton Friedman也表示赞同，他在接受该书作者采访的时候说，如果公司管理层将社会和环境价值作为最大化股东利益的一种手段，那么，管理层的做法是没有问题的。不过，该书作者对于公司的这种自律行为却没有多大的信心。身为大学法学教授的他坚信，要约束公司对利润和权力的病态追逐，必须首先采取法律法规的手段，他甚至在该书最后一章就明确列出了五个要点：（1）政府需要制定完善的法规对公司进行有效约束；（2）有关法律法规需要由政府机关强有力执行；（3）预防原则应当作为制定环保、健康和安全规章的最重要原则；（4）改进执法体系，将更多权限下放，交给最直接和公司、社区打交道的地方部门；（5）强化和保护那些监督公司行为的工会或其他工人组织。

真是一本难得的好书，视角独特且内容丰富，运用大量案例和访谈全景展示了公司这一独特组织的发生和发展，对其进行了病理学解剖，回答了“公司为什么会产生”、“公司为什么会不择手段追组利润”、“公司为什么要参与政治”、“如何约束公司”等问题。这些问题，不但公司管理人员和政府官员要了解，民间社团的管理人员同样要了解。古语云，知己知彼，百战不殆，如果你连公司是什么都不懂，你又如何能够驯服和驾驭这匹脱缰之马呢？

在该书的基础上，作者还专门组织拍摄了一部同名记录片，收录了40名受访者的采访记录，内容亦相当精彩。可惜这本书和DVD目前在中国市场还找不到，也没有中译本。

These two days, I am in NingXia autonomous region and join the CSR seminar organized by CANGO. It is interesting to take part in such seminar, because that is my first time to talk about CSR in western China. Though I have participated and sometimes spoken in many CSR events in Beijing, Shenzhen and even in overseas, CSR in western China is still a new subject to me.

This morning, I took part in the first seminar and gave comments at the end of it. The subject of the morning was about CSR issues in social governance. Key departments of the government authority in Ningxia participated in this meeting.

Those officials were quite frank this morning, and shared their views on CSR and the difficulties that they are facing. No need to say, CSR is a very new issue to them, and they cannot tell how the interactive relationship between CSR and their respective goverment responsibility.

I summarized this seminar by telling them a reletively comprehensive concept of CSR and suggest them think about this issue from the perspective of entrepreneurs...

I try to be simple and directly to the points, which I think is the best way to communicate with local officials.

This afternoon, the seminar would be about CSR and NGOs.

中文的稿子贴在MSN Space上了，内容和上面的英文差不多，连接如下：

http://guopeiyuan.spaces.live.com/blog/cns!61EE1D327ADADB5!225.entry?_c11_blogpart_blogpart=blogview&_c=blogpart#permalink

This is just a short English brief for the previous Chinese review of the Book "Building Tomorrow's Company". This is an old book, which was published firstly in 2002, and I happened to see its Chinese translation from the library of Tsinghua University.

The book was written by Philip Sadler and it had a very long but interesting story. In early 1990s, the RSA invited the wellknown management expert, Charles Handy to make a speech with the topic of "what is the purpose of company?" This speech was said to trigger further interest and research of some big companies. Then 25 companies worked together and produced a report "Tomorrow's Company", published in 1995. One year later, a think-tank named Tomorrow's Company was founded in UK. Philip Sadler was invited to join the Board, and led the research team.

In his research, Philip noticed the change of company's approach to sustainable development. More and more companies were not just using their financial performance to measure their development. After gathering enough case studies and other materials, Philip published this book in 2002.

The book consists of three parts, (1) The changing environment of business, (2) what companies have been doing, and (3) inclusive leadership and organization. The book provides a thorough background introduction about why companies need to concern sustainable development and how they can consider the interest of stakeholders.

It was an early book talking about corporate social responsibility. It raises/discusses some very new concepts, for instance, stakeholders, triple bottom line investment, etc. It also mentions many important organizations, such as WBCSD, GRI, etc.

If you are an entry level reader, this book would help you a lot understand some important concepts and scope of CSR.

The pity of this book is that some translation words in its Chinese edition are not that correct, and sentences are not that fluent in Chinese.

点击此处查看这本书的详细情况

Below is an article from Fortune magazine by Lester Brown. Mr.Brown is an important figure in food security and sustainable development. A decade ago, he raised the question that China could not feed such a big population. And even if China could make that, China did not have enough water to plant crops. Such disputes have been lasting for a long time globally. Some of his books have been translated and introduced to China, such as "Plan B 2.0".

In the Fortune article, Mr.Brown argued that the echanol boom is starting to cut into the world's grain supply. That means, because the development of biofuel, more grains have been used to produce energy, instead of food, which would undermine the food security of the United States, and even the whole world.

I think this is a critical issue. But it is hard to get a conclusion shortly. Some people still greatly support the development of biofuel. One Chinese scientist is opimistic on this. He has two points: First, biofuel can be also produced by using non-food crops, not necessarily grains and corns. Second, in China, there are a lot of margin lands, which cannot be used to grain-farming, but can be used to produce biofuel materials.

I have no idea.

莱斯特.布朗是美国地球政策研究所的所长，他在中国很有名，因为当年曾经说过中国养不活这么多人口，从而会给世界带来黄祸；然后又说中国即使能生产那么多粮食，也没有足够的水去浇灌庄稼。这些言论都在学术、经济、政治领域引起了巨大争议。他的书《B模式》还被翻译成中文了。有兴趣的可以去看看。

最近，布朗在《财富》杂志撰文指出一个问题，"The echanol boom is starting to cut into the world's grain supply"，意思是说，乙醇燃料的生产会影响世界粮食供给。他这篇的文章的题目还很吓人，叫"Appetite for Destruction"，指的就是这个“能够摧毁世界的胃口”。乙醇燃料的生产需要很多玉米等粮食作物作为原材料，于是乙醇燃料的发展会侵占很多粮食资源，从而会影响粮食供给。他说，即使全美国的作物都用来生产乙醇，都不足以满足美国1/6的汽车燃油供应。所以他觉得这种替代能源很危险。可行的办法应该是提高能源效率，并且发展混合动力车和电动汽车（使用风能发电）。

我估计这种争议可能要持续一段时间，现在双方都只是各执一词，很难说服另一方。中国有一个院士就曾经就这个问题提出意见，支持在保障粮食安全的前提下，推动生物质能的发展。他对生物质能引起粮食安全的问题比较乐观，原因有两个。第一，生物质能的原料不一定非要是主食作物，可以是甘蔗、秸秆等；第二，中国有大量边际土地，这些土地如果不用来种植生物质能原材料作物，也只能作为荒地丢弃。他的观点似乎也有道理。

-------------------  以下是这篇文章的全文

http://money.cnn.com/magazines/fortune/fortune_archive/2006/08/21/8383659/index.htm

Ethanol could leave the world hungry
One tankful of the latest craze in alternative energy could feed one person for a year, Lester Brown tells Fortune.
By Lester Brown
August 16 2006: 5:39 AM EDT

(Fortune Magazine) -- The growing myth that corn is a cure-all for our energy woes is leading us toward a potentially dangerous global fight for food. While crop-based ethanol -the latest craze in alternative energy - promises a guilt-free way to keep our gas tanks full, the reality is that overuse of our agricultural resources could have consequences even more drastic than, say, being deprived of our SUVs. It could leave much of the world hungry.

We are facing an epic competition between the 800 million motorists who want to protect their mobility and the two billion poorest people in the world who simply want to survive. In effect, supermarkets and service stations are now competing for the same resources.

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This year cars, not people, will claim most of the increase in world grain consumption. The problem is simple: It takes a whole lot of agricultural produce to create a modest amount of automotive fuel.

The grain required to fill a 25-gallon SUV gas tank with ethanol, for instance, could feed one person for a year. If today's entire U.S. grain harvest were converted into fuel for cars, it would still satisfy less than one-sixth of U.S. demand.

Worldwide increase in grain consumption
The U.S. Department of Agriculture reports that world grain consumption will increase by 20 million tons this year, roughly 1%. Of that, 14 million tons will be used to fuel cars in the U.S., leaving only six million tons to cover the world's growing food needs.

Already commodity prices are rising. Sugar prices have doubled over the past 18 months (driven in part by Brazil's use of sugar cane for fuel), and world corn and wheat prices are up one-fourth so far this year.

For the world's poorest people, many of whom spend half or more of their income on food, rising grain prices can quickly become life threatening.

Once stimulated solely by government subsidies, biofuel production is now being driven largely by the runaway price of oil. Many food commodities, including corn, wheat, rice, soybeans, and sugar cane, can be converted into fuel; thus the food and energy economies are beginning to merge.

The market is setting the price for farm commodities at their oil-equivalent value. As the price of oil climbs, so will the price of food.

In some U.S. Cornbelt states, ethanol distilleries are taking over the corn supply. In Iowa, 25 ethanol plants are operating, four are under construction, and another 26 are planned.

Iowa State University economist Bob Wisner observes that if all those plants are built, distilleries would use the entire Iowa corn harvest. In South Dakota, ethanol distilleries are already claiming over half that state's crop.

The key to lessening demand for grain is to commercialize ethanol production from cellulosic materials such as switchgrass or poplar trees, a prospect that is at least five years away.

Malaysia, the leading exporter of palm oil, is emerging as the biofuel leader in Asia. But after approving 32 biodiesel refineries within the past 15 months, it recently suspended further licensing while it assesses the adequacy of its palm oil supplies. Fast-rising global demand for palm oil for both food and biodiesel purposes, coupled with rising domestic needs, has the government concerned that there will not be enough to go around.

Less costly alternatives
There are truly guilt-free alternatives to using food-based fuels. The equivalent of the 3% of U.S. automotive fuel supplies coming from ethanol could be achieved several times over - and at a fraction of the cost - by raising auto fuel-efficiency standards by 20%. (Unfortunately Detroit has resisted this, preferring to produce flex-fuel vehicles that will burn either gasoline or ethanol.)

Or what if we shifted to gas-electric hybrid plug-in cars over the next decade, powering short-distance driving, such as the daily commute or grocery shopping, with electricity?

By investing not in hundreds of wind farms, as we now are, but rather in thousands of them to feed cheap electricity into the grid, the U.S. could have cars running primarily on wind energy, and at the gasoline equivalent of less than $1 a gallon.

Clearly, solutions exist. The world desperately needs a strategy to deal with the emerging food-fuel battle. As the world's leading grain producer and exporter, as well as its largest producer of ethanol, the U.S. is in the driver's seat.

Lester R. Brown is president of the Earth Policy Institute and author of "Plan B 2.0: Rescuing a Planet Under Stress and a Civilization in Trouble." 

Brief: This is an article for Fortune Chinese magazine. I wrote this piece on behalf of China CSR Map project. The key of this article is to talking about the relationship between stakeholders and corporations, and how a company can do CSR by engaging stakeholders.

Part-1 origin of CSR
This part reviews the origin, and the concept of CSR. I have to say, CSR is not a totally new concept. It can be traced back to hundreds of years ago. However, in a modern society, CSR matters more than before as many companies are tradable in the stock exchange.

Part-2 who are stakeholders?
Stakeholder is a very broad concept. Any one that can impact business operation materially or potentially can be called stakeholders. For instance, as for a paper mill, paper consumers, employees, citizens living along side the river are all stakeholders.

Part-3 from quarrels to dialogue
The best way to engage stakeholders is to build up dialogue. There are a lot of examples that can demostrate the power of dialogue, for example, the Dragon Recycling, and the China-Germany Hangzhou Project.

Part-4 how far away from China
I points out some challenges among the CSR areas:
First, misunderstanding on CSR
Second, companies know why, but do not know how.
Third, lack of CSR stakeholders information.

上几个月《财富》中文版的朋友来约稿，于是写了一篇文章，谈CSR中的利益相关者参与。全文可以从http://www.fortunechina.com/archives/200608-50.htm 下载。

CSR:公司与利益相关者的联姻

特约作者: CSRI
 
有关什么是企业社会责任（CSR），并没有统一的定义，不同的机构可能会有自己的界定。总的来说，这些定义都不能逃脱一个共同的基础──三重底线理论（Triple Bottom Lines）。该理论认为，公司的行为不仅要考虑经济底线，还应当考虑社会底线与环境底线。它最早是由英国学者约翰•埃尔金顿（John Elkington）于 1980 年提出的，现在已经成为 CSR 的一个理论基础。

CSR 有深厚的历史渊源。在西方，CSR 可以追溯到数百年前的宗教教义。一些教派明文规定教徒做生意不要在物质上损害邻人、不要在身体上损害邻人、不要在精神上损害邻人，建议教徒避免超强度和超长时间使用劳动力，严禁教徒涉足武器、酒精、赌博等生意。在东方，CSR 的理念则可以追溯到春秋战国时期。古人提出了“不义而富且贵，于我如浮云”、“君子爱财，取之有道”等观点。这些观点后来发展成为儒商文化的思想基石。

既然 CSR 是一种古已有之的传统，现在我们讨论它，是不是老调重弹呢？不是。现代公司治理制度的演变，赋予了 CSR 新的内涵。过去，很多公司都是私人所有，企业管理者通常就是企业的所有人，股东的利益可以和其他人的利益清晰地区别开来。现在，公司逐步向现代公司治理制度转型，不少公司的股票可以在交易所公开买卖。这使得股东结构时刻都可能变化，今天的消费者可能成为明天的股东，今天的股东也可能因为不认同公司理念而出售股票。因此，现代公司不得不关注更广泛的人群的利益，以确保公司价值的稳定增长。此外，现代公司规模越来越大，涉及业务越来越多，全球经济和社会发展的交互性越来越强，这都使得 CSR 的问题变得越来越复杂。如何实施和管理 CSR，成了现代西方公司战略的重要内容。

实施 CSR 的策略，大体可以分为三类。第一类是指企业参与捐赠等慈善活动，譬如今年年初星巴克公司向中国宋庆龄基金会捐赠 150 万美元。这一类活动通常与企业的核心业务没有太紧密的联系。第二类是指企业通过改进工艺、加强管理，减少企业经营对社会、环境的影响。譬如，有的银行实施贷款环境审核制度，尽可能避免对污染严重的企业提供贷款支持。第三类是指企业通过业务创新，将经济、社会、环境利益糅合起来，其产品既能带来盈利，又可以推动社会进步。譬如，有的汽车公司生产混合动力车，污染少，油耗低，在油价居高不下的市场中颇具竞争力。当前，多数企业开展的社会责任活动属于第一类或第二类，仅有很少企业能够实施第三类策略。
 

Wang Hua: An Econometrical Analysis of China's Pollution Levy System

Brief: The levy system of Polluter Pay Principle (PPP) was launched in the 1980s, and was reformed in 2003. From the 1980s to 2003, the pay for pollutions was required only if you had used up your quota, and the amount of the pay depended on the pollution that most violated the standards. However, this had been changed since new regulation was released. Now, the principles are: (1)pay if you pollute; and (2) all pollutions are considered in calculating the amount of the fine.

According to Wang's econometical analysis, he said:
- the richer area can collect fine more easily;
- it is difficult to levy on state-owned enterprises; and

Wang also said that currently, the punishment of PPP is not heavy enough (means, very cheap) to threaten companies. Therefore, companies prefer paying for pollutions rather than dealing with the pollutions by themselves.

王华讲座：中国排污收费制度的计量经济学分析

摘要：中国的排污收费制度从80年代开始，到2003年重大改革，推出《排污费征收使用管理条例》。2003年7月之前，中国排污制度是按照超标收费的原则，以违规最严重的污染物计算。

王华博士通过计量分析，得出了一些有关企业排污收费的因素：

- 富裕地方，收费高
- 国企，收费难
- 大企业多的地方，收费多

王华认为，目前中国排污收费的标准还是太低，企业宁愿交钱排污，也不愿意自己处理，因为自己处理的费用相比起来更高。所以，这样的排污收费标准事实上是没有对企业造成足够的压力的。科学的制度应该将收费的标准定在企业污染治理边际成本以上，这样才能使得边际社会惩罚（MSP）往边际社会损失（MSD）靠拢，实现合理的均衡。

今天去听了世界银行王华博士的讲座。

王华博士在中国做的最著名的项目就是China Green Watch，在镇江和呼和浩特做企业环境信息公开的试点。
我在撰写一份研究报告“中国企业环境信息披露”的时候曾经阅读过他的很多文章，对他的研究很感兴趣。

王华博士今天讲了两个问题。

第一个是企业环境信息公开的问题。他通过对比各国情况，总结出企业公开环境信息的几种模式：

- 非正规模式，多见于部分发达国家和欠发达国家
- 污染物排放量公开，多见于发达国家
- 企业环境表现评级的公开，多见于发展中国家。中国的试点项目就属于这一类型。

根据企业的环境表现，政府会给他们挂上绿色、蓝色、黄色、红色和黑色的牌子，前两种是合格的，后三种都需要整顿。

目前，江苏省已经有超过一万家企业加入了这一评级项目。

第二个议题是利益相关者圆桌对话制度。

所谓圆桌对话，就是将与污染问题有关的利益相关方请到一块，提出各自的问题，并寻找解决办法。
其中，比较重要的案例是丹阳市举办的乡镇企业污染控制报告会。中央一台以“人民管污染”为题对此事进行了正面报道。
在报道中，一个污染企业的副总讲，“本以为和环保局搞好关系就可以了”，后来发现这是不对的，“我最近的就是农民，就是村民”，所以企业需要倾听农民的声音。
王华博士讲，圆桌对话的机制就是设计这样一个制度，让弱势群体的呼声能够被企业和政府了解。他认为，这种机制的关键有几条：

- 捕捉信号-能够尽早及时、反馈和预测
- 平衡利益-能够保证透明、协商与参与
- 实施决议-能够做出决策、保障实施

我个人觉得，这是近些年来，国际社会对政府治理提出的一些新的思路，类似的提法其实还有很多，譬如参与式治理、公私合作等，表达的意思都是让更广泛的利益代表参与决策

，他们能够发出他们的呼声。

Today I went to Tsinghua and listened to Dr.WangHua's lecture.

Dr.Wang, senior economist of the World Bank, has done a lot about environment and economy in China. Among those projects, the most famous one is the China

Green Watch Program, which established pilot projects in Jiangsu and Inner Mongolia.
I read some of his work during my research on the report "Corporate Environmental Reporting and Disclosure in China", and therefore I was interested in his

research.

Dr.Wang's speech consisted of two parts. The first part is about corporate information disclosure.
All over the world, there are three types of corporate information disclosure:

- Informal disclosure, normally used by some developed countries and less developed countries
- Dislosure of Pollutions, normally used by developed countries
- Corporate Environmental Ranking, normally used by developing countries, such as China.

Based on corporate environmental behavior, government would authorize companies with different colors, i.e. Green, Blue, Yellow, Red and Black.
So far, there are over 10,000 enterprises that have joined this program in Jiangsu Province.

The second part is about the roundtable stakeholder dialogue.
This dialogue is to bring together the stakeholders of pollutions, such as entrepreneurs, NGOs, and local communities. By this means, Wang said that poor

people's voice can be heard by corporate managers.

Dr.Wang has carried out some pilot projects in China.

[CSRI comments] Stakeholder dialogue is a popular word in governance. There are also some other words expressing the same meaning, for instance, Engaged

Governance, Participated Governance, and Public Private Partnership. All these actions aim to make the poor voices heard by government, business and public.

下面是8月17日召开的CSR Roundtable上记录的一些要点。

Below are some key points from the CSR Roundtable held by GTZ on August 17.

商务部WTO司 柴小林 发言

中国对CSR的态度可以概括为：

-          CSR的发展是中国经济发展的内在需求，是外贸工作的重要一环

-          企业社会责任能够帮助企业提高国际竞争力，规范外贸

-          出口企业面临CSR的挑战；各个国家的经济发展水平不同，应根据各自的情况推行企业社会责任，中国政府呼吁各国能够加强沟通，实施企业社会责任，推动贸易自由化

-          商务部一直非常重视中国企业社会责任的发展，6类企业招标中，要求企业满足环境法规和养老金的规定，将扩大范围，积极引导出口企业实践企业社会责任

-          加强中德之间企业社会责任合作的途径。我们需要探索一套符合中国国情的企业社会责任实践，相互尊重

Ms.Chai from WTO Division of Mofcom, PRC

Chinese attitude on CSR can be summarized as:

-          Developing CSR is an internal demand of Chinese economy, and is also an important concern in international trade between China and the world

-          CSR can enhance the corporate competitiveness, and self regulate exporting

-          Exporting companies face CSR challenges. When a country advocates CSR, it should consider the reality of other countries. Chinese government would like to keep dialogue with all countries, implement CSR strategies, and facilitate free trade

-          Mofcom is always concerned with CSR development in China, and requires companies to strictly follow laws and regulations such as environment and pension fund issues

-          Mofcom would be pleased to strengthen the cooperation on CSR between German companies and Chinese companies. We need to respect each other and find out a solution

Points from Q&A 问答期间的要点：

China is aiming a balance of policy, not any extreme end

中国希望寻求一个平衡的政策，而非走向极端（意指只顾经济和完全不顾经济）

The need to reach a common understanding, and it is an inherent need of China to increase economic efficiency, and achieve sustainable development

We do not want to see any CSR things as trade barriers

不希望看到CSR成为贸易壁垒

CSR is a good thing, but we do not want to go to another extreme that some countries would take this as a non-tariff barrier to trade

Sherin Lin and Lars Doemer introduced the FIT5 program

TUV 介绍FIT5工厂培训项目

FIT5 Factory Improvement Training tries to improve corporate CSR performance from five aspects, including:

1. Communication; 沟通

2. Human resource management; 人力资源管理

3. Lean manufacturing; 生产

4. Occupational health and safety; 职业健康与安全

5. Social accountability. 社会责任

This project is jointly initiated by TUV, InWent and CSR ASIA

该项目是TUV、InWent和CSR Asia共同发起的。

Outcome control 如何衡量产出

-          Communication 企业是否有建立起顺畅的沟通渠道，如何倾听你的员工

-          Human Resources 如何对新员工进行岗前培训，文件记录等

-          Lean Manufacturing 工厂绩效，更多在于长期的影响，工作效率

-          Social Accountability 工资、工时、歧视、性骚扰

-          OHS 提高意识，对于有基础的工厂，会帮助他们建立一套管理系统

还拍了许多别的照片，more photos available here 自己去yahoo看吧

昨天早上乘坐红眼航班从曼谷回来，结束了为期三天的会议。会议讨论的是不丹研究所(Centre for Bhutan Studies)提出的“Gross National Happiness”议题，中文翻译过来可以称之为“国民喜悦度”。不丹提出这个东西，希望替代GDP（国民生产总值），似乎他们已经作了很多研究。不过，对于一个只有不到一百万人口的国家，什么统计方法都是可行的，可是放大到1000倍人口的国家，就很难讲了。和绿色GDP一样，GNH在如何量化一些指标方面同样面临着挑战。

I just returned from Bangkok the day before yesterday after a three-day conference. The subject of the conference was about the so-called Gross National Happinesss, a national account statistisc system raised by Centre for Bhutan Studies. They thought GDP is not an appropriate indicator to measure social and economic development and therefore raised this new concept. However, there were still a lot of arguements about the methodology and feasibility of this GNH idea.

湄公河流域的国家对这个GNH的提法似乎比较感兴趣，从缅甸、越南、柬埔寨、老挝都来了不少参加会议的人。

Several countries along the Great Mekong River Sub-region attended this conference.

除了第一天在曼谷市区的Chulalongkorn大学(朱拉隆功大学,号称是泰国历史最悠久的大学)开会以外，第二、第三天的会议被挪到距离曼谷100多公里以外的一个荒郊野岭了。会场很简单（下图），住在小木屋。除了蚊子多一点以外，倒是蛮有意思的。

The first day's meeting was in Chulalongkorn University, which is said to be the oldest university in Thailand. The rest of the meeting was moved to a small rural place with simple life. Pictures are shown below.

泰国有很多地方都印有浓重的中国痕迹。譬如下面这张图，是寺庙的门上画的图案，我觉得好像关公啊。看来关公被请到泰国做守门了。另外，在会议上碰到很多华裔，多数是爸妈或者爷爷一辈从中国的东南沿海移民到泰国的，很多已经不懂中国话。

Thailand is a country with similar culture to China. Take the below picture for example, the guardian is also widely used in China.

There are some Thai Chinese participating in this conference. Normally they could not speak Chinese as they were born in Thailand, but their father, mather or grandparent were from South China.

还拍了许多别的照片，more photos available here 自己去yahoo看吧

[Note] This is a long article by Guo Peiyuan, for the collection of GreenCamp 10th Anniversary Book. It is written in Chinese and here provides a short English intro.

Part-1 Foreword

Entrepreneurship, a popular word recently used by western economists, features the characters of enterprisers when they create, operate and sustain a business. The essence of Entrepreneurship is the aspiration of continous development and enterprisers' ability of on-demand innovation.

Entrepreneurship seems nothing to do with non governmental organization(NGO) and it is not the case. Recent development of international NGOs has demonstrated the close relationship between governments, enterprises and NGOs. Consequently, NGO campaigners also need to understand entrepreneurship, and apply it to NGO operation.

Part-2 Work with companies

Public-private partnership provides us many good examples of business-NGO cooperation. The Global Alliance for Improved Nutrition (GAIN) is one of these NGOs. They work closely with food producers in developing countries to improve nutrition. In China, GAIN partners with sauce plants and milk-powder makers, introduces new technology and produces iron-rich sauce and nutrition-enhancement powder. Both parties involved in this partnership can benefit from the project. As for GAIN, they can use the production hardware of the plants and don't need to build up the whole marketing network. As for companies, they get advanced but free technology, thus can produce better products and make more money.

Though it has been found out to be a win-win model, not so many NGOs in developing countries like China can see this scenario and are willing to partner with business sectors. Take China for example, many grass-root NGOs have some misunderstandings. Grassroots always regard themselves as a "third party" which is supposed to monitor the other two parties (government and business). From this perspective, NGOs naturally should fight against government and business. To keep their unbiased status, NGOs stick to simple and poor working conditions. They are afraid that they would be deadly criticized if they get any money from companies and become "rich".

These doctrines are not true any more. Many international organizations have work close with business sectors as it can benefit both parties and help NGOs realize their social development goals. World Wildlife Fund, Oxfam International, World Vision Internation, etc have maintained good partnership with well known multinational companies. Furthermore, some leading NGOs are even created by one or more companies. Examples include the Ford Foundation, Shell Foundation, World Business Council for Sustainable Deveopment, etc. Chinese NGO campainers should learn these new developments.

Part-3 Dialogue with entrepreneurs

Though some NGOs find it important to communicate with entrepeneurs, they cannot talk to them effectively as they do not speak "business language". Consequently, some of my friends working in NGO sector think that it is very difficult to dialogue with entrepreneurs. Some even complain that company managers look down at NGOs.

Accordingly to my experiences, in most cases, this embarrassing situation should attribute to NGO side. Many NGO campaigners are not that professional when they ask businessmen for sponsors. Some of them are poor in writing skills hence cannot submit a well-written, completed and convincing proposal. Some do not have a clean idea about what their business partners can benfit from the project, and what the cost-benefit balance would be if a company makes the sponsorship.

Therefore, NGOs should try to be more professional and improve their communication skills. One of the best ways is to learn the business language, by which businessmen can understand what you say. In a business world, you need to think about the demands of your clients. Therefore, as a NGO, you need to identify your right partners and their wants first before you approach to them. Also, in a business world, everyone is busy and has few time to listen to a seller with simple ideas. Therefore, you need to learn the story of "Elevator Pitch", prepare your presentation as best as you can, directly go to the point that can catch your clients' attention, and try to be clear and concise. This is the entrepreneurship in NGO sector.

Part-4 Entrepreneurship and NGO operation

NGOs should not only understand entrepreneurship, but apply it to NGOs' operation.

From a perspective of organizational behavior, NGO is the same organization as a company, but with different missions. NGO is working for a specific social development while corporation is for profits. Therefore there must be something common in these two kinds of organization. With these common spirits, NGO leaders can manage a firm well and corporate managers can switch to be NGO leaders easily. However, the real situation is that many entrepreneurs lead NGOs after their retirement while few NGO leaders can go to a firm. This illustrates the power of entrepreneurship that NGOs should learn from business world.

With this kind of entrepreneurship, NGO leaders can develop on-demand strategies for the organization and seek new solutions, technical or institutional, to improve the performance of the organizations. In the past decade, a few NGOs in China can realize this fact because a small grassroot would not demand a complicated organizational structure. A passionate and capable figure might be enough to lead the NGO to a great success.  However, when a grassroot grows to a large-size organization, a set of professional and completed organizational arrangements are not only important, but necessary. For instance, large NGOs should make decisions in a democratic way; large NGOs need to manage bigger amount of money and therefore they need to establish an independent finance department; large NGOs also need to get more project managers to operate different projects at the same time. In such situation, enterprises' experiences are very important as in almost every company you will find a board meeting to discuss decision, an accounting department to deal with financial affairs and several project managers to run various projects. Without these, NGOs cannot grow healthily.

In a word, after over ten years' development, Chinese NGOs should try to learn the spirits of entrepreneurship and enhance dialogues with business people so that they can further develop in a better way.

[P.S. In the original Chinese essay, I also mention the story of China GreenCamp for College Students. This is a 10-year-old student environmental organization who organizes summer ecological field trip every year. I skip this part in English edition.]

（一）引言

在西方国家，企业家精神（Entrepreneurship）已经成为区域经济发展、企业创新等研究领域中炙手可热的概念。经济学家试图用它来解释企业，尤其是中小企业对区域经济发展的作用，管理学家也想用它揭开企业得以不断创新、持续发展的秘密。按我的理解，企业家精神一词所描述的是企业家的一种特有气质，它能够使企业从无到有、从小到大，通过有效的管理和创新跨越企业成长路上存在的种种障碍。企业家精神的精髓是企业家对组织成长的持久不断的内在的渴望以及那种随需应变的能力。这种内在渴望使得企业家不断追求技术和制度上的创新，而随需应变的能力则帮助企业家敏锐地把握市场的脉搏，并迅速通过创新推出最适应市场的产品和服务。这就是市场经济中，企业生存壮大过程中显现的一幅惊险刺激的图景。

看到这里，在非政府组织（NGO）领域工作的朋友一定会发出这样的疑问：企业家精神是企业家的事情，与我何干？其实不然。近年来国际NGO领域的一些变化表明，企业和非政府组织的关系已越来越密切，NGO工作者同样需要了解企业家精神，并将企业家精神应用到NGO的管理中去。这就是本文所要探讨的问题。

（二）与企业合作

大量国际成功案例表明企业与NGO之间越来越密切的关系，公私合作模式是其中比较有代表性的一个。所谓公私合作（Public Private Partnership），指的是公共部门（主要是政府部门或NGO）和私营机构（主要是私营企业）合作起来，在开展项目，推动社会发展的同时又帮助企业盈利。下面这个案例可以帮助我们理解这一合作模式的互动机理。

全球营养改善联盟（GAIN）是一家致力于改善发展中国家人们健康、营养水平的国际NGO。公私合作是这家NGO开展活动的主要模式，即通过与发展中国家的生产商合作，帮助他们改进工艺技术，从而提高产品的营养成分，最终达到改善消费者福利的目的。该机构在中国就有“铁强化酱油项目”和“面粉强化营养项目”，都是与国内一些地方的酱油厂、面粉厂合作实施的。GAIN如此积极地与大大小小企业合作的原因并不复杂。如果GAIN放弃与企业的合作，要完成同样的项目，它就需要自己建设厂房、引进生产线、雇用生产工人，最后还要将产品通过市场渠道卖给需要的人。这个过程相当复杂，对于GAIN来说，为达到同样的效果，显然需要付出更高的成本。反观企业一方，则这一合作能够让他们免费得到更好的技术，而且经过改良的产品可以有更好的销路。此外，提高消费者的健康水平还能够帮助企业塑造良好的形象。有这么多好处，企业又怎么会拒绝呢？所以，这是一种双赢的合作模式，能够发挥NGO和企业各自的比较优势。

这个案例告诉我们，NGO和企业合作是必要的。

公私合作模式与我们了解的传统意义的NGO运作模式有所不同。当NGO一词最初引入中国时候，同时还引进了另外两个词语，它们分别是“非营利组织（NPO）”和“第三部门（The Third Party）”。实际上，这三个词汇指代的是同样的东西，也就是我们所说的民间团体。所谓第三部门，是相对政府（第一部门）和企业（第二部门）而言的，使用这一词语似乎在NGO和政府、NGO和企业之间放上了一条楚河汉界。另外，有关NGO的理论中也有一条，说NGO是其他两个部门失灵的产物，正因为有些社会问题政府和企业都解决不了，才需要NGO的存在。上述种种，构成了我们对NGO的先入为主的认识，它使很多人对NGO的理解教条化，使人们认为NGO的存在纯粹就是为了监督政府和企业，因而NGO