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    • Caso / Dirección Estratégica

    • The Bertelsmann Reinhard Mohn Fellowship: CSR as Cultural Exchange

    • Ganly Kate; Mair, Johanna

    • IESE (España)

Sigla: DG-1491-E
Resumen:
The Reinhard Mohn Fellowship is an initiative of Bertelsmann AG. It reflects Bertelsmann's ongoing commitment to fostering social, cultural and individual development by aiming to reward and sponsor people with leadership qualities who have demonstrated enterprise, creativity and entrepreneurial spirit. It provides for up to five social entrepreneurs from all over the world to be selected from a group of applicants to undertake a one year program offering them the opportunity to experience corporate culture, work on projects in various divisions and build networks within Bertelsmann's global group of media companies. The idea behind the initiative is not only to provide a unique opportunity to socially innovative young entrepreneurs but also to allow the company to benefit from their contrasting points of view and differing sets of experiences. The case aims at stimulating students to think about innovative ways in which companies can contribute to society. It also allows for a discussion of the process of gaining and keeping momentum for social initiatives within large companies. Questions which might be posed include: who benefits from the initiative? Is the program a success? Can its impact be measured? And, above all, can it be replicated or provide a role model for other companies? In particular, the case allows for an interesting discussion on corporate responsibility initiatives in privately held companies.

Palabras clave:  Corporate Culture; Corporate Entrepreneurship; Social Entrepreneurship; Private Company; Social Responsçibility
Áreas:  Leadership and People Management
Departamento:  Dirección Estratégica
Año de los hechos: 2002-2005 Área geográfica: Europe, Germany
Nº de páginas: 26 Fecha de publicación: 27/03/2006 Fecha de revisión: N/A Idioma: Inglés
Material complementario:
Nota del instructor: DGT-55-E


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