Importance of outcomes Measurement of CSR programmes - Case Nokia

Abstract

Abstract: Objectives of the Thesis The objective of the thesis was to find out how companies measure the societal and business outcomes of their CSR activities as well as to find out the reasons why outcomes measurement is considered important. The focus was on the societal aspect of CSR, and all programmes studied were community related CSR programmes. The programmes studied were categorised according to a framework of CSR action types modified from Halme and Laurila (2009). A fourth category of integration with society was added to the framework to complement the three prior ones, namely relationship to core business, target of responsibilities, and expected benefit.

Methodology and Data Collection The research was conducted as a single case study examining six community CSR programmes of Nokia, a large global mobile phone manufacturer based in Finland. Nokia was selected as the case company due to its extensive engagement in different types of CSR activities. The six programmes studied include Corporate giving, Nokia Helping Hands, BridgeIT, Nokia Data Gathering, Village Phone, and Make a Connection. Data for the thesis was collected through a documentary analysis complemented with interviews. The secondary data analysed included documents such as Nokia’s CSR reports as well as information on the corporate website. Moreover, detailed reports of programme evaluation conducted on BridgeIT and Make a Connection were analysed more thoroughly. Two interviews were conducted for more thorough understanding of the specific case at hand.

Main Findings The six CSR programmes were categorised according to their characteristics, and the two first ones were concluded to fall into the category of Philanthropy whereas the others provided examples of CSR Innovation. Outcomes measurement was considered extremely important not only by Nokia but its non-profit partner IYF also. Both parties recognised that outcomes measurement is especially important for continuous learning and improvement. Nonetheless, there have not been official measurement efforts for all programmes. Finally, it was concluded that there is some evidence suggesting that, as was proposed by Halme and Laurila (2009), the opportunities for shared value and mutual benefit are greater for CSR Innovation than Philanthropic activities.