Friday, August 24, 2007

Corporate Social Responsibility: Whole Foods vs. Cypress Semiconducter

My colleague Mark Cohen pointed me to an interesting debate on Corporate Social Responsibility in REASON Magazine ("Free minds and Free Markets") between three libertarians: Whole Foods CEO John Mackay, Milton Friedman, and Cypress Seminconductor's TJ Rogers, who makes an appearance in John Stossel's intriguing "Greed" video.

Professor Friedman's classic argument is that since shareholders can contribute to charity if they want, the corporation should return as much money as possible to shareholders to let them pursue their own goals. Indeed, Mr. Rogers' employees can afford to be altruistic, partly because they have jobs at Cypress:

My company, Cypress Semiconductor, has won the trophy for the Second Harvest Food Bank competition for the most food donated per employee in Silicon Valley for the last 13 consecutive years (1 million pounds of food in 2004).

Mr. Rodgers goes on to criticize Whole Foods for donating 5% of its profit to charity by arguuing that corporations add far more to society by maximizing "long-term shareholder value" than they do by donating time and money to charity. Mr. Mackay responds by turning the usual principal-agent relationship between shareholders and managers on its head:

I believe the entrepreneurs, not the current investors in a company's stock, have the right and responsibility to define the purpose of the company. ... At Whole Foods we "hired" our original investors. They didn't hire us. .... We first announced that we would donate 5 percent of the company's net profits to philanthropy when we drafted our mission statement, back in 1985.

The most interesting, and paradoxical, argument comes from Mr. Mackay who says that one cannot maximize profit by trying to maximize profit:

...we have not achieved our tremendous increase in shareholder value by making shareholder value the primary purpose of our business. ... In the profit-centered business, customer happiness is merely a means to an end: maximizing profits. In the customer-centered business, customer happiness is an end in itself, and will be pursued with greater interest, passion, and empathy than the profit-centered business is capable of.

1 comment:

  1. "Shareholders " vs "Stakeholders"

    How many time have we debated this topic in our B Schools?

    Countless, Right? But what everybody seems to overlook is that by corporate social responsiblity we do not mean just donating cash but "encouraging" a cause we (the sharholders) believe in. For the minority that feels that CSR is "robbing shareholders", we could put across this as an investment in "holistic" marketing. Because every dollar invested in CSR is going to make its way back to the company cauffers in the long-run.