CSU-CCA Group

Deals with the concept of how to orchestrate a consistent CSR strategy consolidating many diverse social initiatives started within a business group. The CSU-CCA Group (CSU-CCA) is one of the leading retailing businesses in Central America. The Group includes the Corporacion de Supermercados Unidos (CSU), a supermarket chain, and the Corporacion de Companias Agroindustriales (CCA), in charge of fresh- and private-label product storage and distribution for CSU supermarkets. The CSU-CCA Group was involved in several social programs for both its personnel and other members of the communities in which it operated. Some of these programs were institutionalized, while others were not. In some cases, the Group's involvement had stemmed from a personal initiative driven by one of its employees or managers, although the programs were not aligned to company strategies. By mid-2002, the Group made a corporate decision to articulate its social engagements within its business strategy as a means of becoming more effectively involved in the communities in which it operated. Accordingly, in May 2002, the Corporate Affairs Department (CAD) was created to oversee corporate social responsibility issues and external communications with stakeholders. The CAD reported to the CSU-CCA Board Chairman. Discusses the role of Manuel Zuniga, Corporate Affairs Department Director and Social Responsibility Committee member, who, at the next meeting, will need to propose an overall CSR strategy for the Group, including a recommendation as to which social ventures to support and which not to. He would also need to answer other questions: How should the company draw away from the programs it would no longer support while preventing the alienation of those in charge of them? How should CSU-CCA develop future programs? How should it go about raising personnel awareness of, and commitment to, social programs?