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October 12, 2004

戦略的フィランソロピー

ちょっと古い話になるが。
2年程前のHBRに載ってた話を思い出した。

「戦略的フィランソロピー」

企業には、メセナ、フィランソロピーといった”義務”が存在するが、
名目上のボランティアや名を売る目的での資金援助がまだまだ多く、
それがどの程度当該企業の収益に貢献しているかハッキリ計れない活動も多い。

文化貢献、地域援助が義務とは言え、リターンが曖昧な名目に金を出すほど現在の企業に余裕は無い。
従来より日本企業の低収益体質が問題視され、量的拡大による誤魔化しは効かなくなってきている。
銀行も将来的な収益性が望めない案件には投融資を控える時代だ。

そこで、非常に重要となるのが、「戦略的フィランソロピー」。
昔に持ち出された言葉ではあるが、以前より企業の存在と社会的利益の関係に注目している私にとって、
これこそが企業活動の本質ではないかと思っている。

例として挙がっていたのが、シスコ。
発展途上国に専門学校を作り、教育を導入し、さらにそこの卒業生を自社のエンジニアとして使い、
現地に雇用を生み出し経済を活性化させると同時に、自社に必要な技術を備えた労働力も確保する。

これこそが、企業の将来的成長戦略と同調した地域貢献だ。

地域に協力し、その地域が企業に協力し、互いを高めながらさらなる高みを目指していく。
簡単に言えば利害の一致だが、そういった関係を地道に構築することがいかに難しく大事なことであるかが覗える。

最近、防災の研究に関り、同様の事例が目につく。
地震・水害。
大規模広域災害から身を守るのは住民自身、公的機関だけではない。
地域密着で活動を行う中小企業にとって、地域は顧客であり、労働力であり、基盤だ。
各々技術を要する企業こそが、企業市民として、地域と足並みを揃え災害への備えを行っていける。またその必要がある。
自助・公助・共助で言うところの共助に当たる。

カンバン方式で在庫圧縮を実現する東海地方の大企業は、
自ら音頭を取り関係各企業へも防災活動への参与を促し、
地域の安全安心へ貢献し防災力を高めると同時に、
自社の部品流通が経済活動が災害被害によって止まってしまわないよう災害リスクのヘッジも行っている。
イザと言う時には地域からの強力な支援も期待できるだろう。

これこそが、企業の将来的成長戦略と同調した地域貢献。

「戦略的フィランソロピー」

これからビジネスを創り出そうとする世界に飛び込む自分にとっての、一つのキーワードである。

  

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