23.5Consulting in specific functions and areas of business

In the previous two sections, we have viewed consulting in corporate responsibility in its totality, emphasizing its strategic and general management nature and the need to treat it as a core dimension of the business. We have dwelt on these questions because of their relative novelty and importance to companies and consultants that want to make a good start. Indeed, a fragmented and haphazard approach, merely reacting to external influences and requirements as they occur, is not one that we recommend. It is in the interest of every business to have an overall view of all its activities and relationships where questions concerning social responsibility may arise, a fair assessment of both its economic and social performance, a framework for dealing with these questions, and a basic policy to which decision-makers can refer in handling particular issues.

In practice, however, most questions of ethics and responsible behaviour are addressed in connection with specific decisions. For example, company policy may well adhere to the principle of ethical advertising in general terms, but applying that principle consistently requires considerable understanding of consumer psychology (including child psychology, cultural sensitivities, etc.) in addition to the knowledge of general corporate policies and ethical advertising. There are various elements and issues of ethics and social responsibility in product liability and quality, intellectual property, productivity, supplier selection, competition practice, recruitment and staffing, personnel management, staff education and training, management of employee pension funds, safety and health protection – indeed in virtually everything that a business does or chooses not to do.

There is, however, a fundamental implication for consultants. Corporate responsibility generalists will probably focus on broader, interdisciplinary and strategic issues, especially when companies start taking their social responsibilities seriously and need assistance with general orientation, concepts, assessment, relationships, strategies and policies. Conversely, in specific technical fields and functions, there is likely to be little scope for these generalist approaches. Some consultants may find a niche for themselves by specializing, for example, in advice on ethical advertising. However, all consultants intervening in special fields and areas of business should be aware of the general framework and principles of corporate responsibility, and versed in the social and ethical aspects of their special fields of intervention. The same