commerce germany OFFICIAL PUBLICATION OF THE AMERICAN CHAMBER OF COMMERCE IN GERMANY December 2014 • VOL 12 • ISSUE 5 €7.70 Bringing Down the Trade-Talk Wall: Eighth Transatlantic Business Conference Cover Story: Doing Well by Doing Good Investment Region: Thuringia Growth Company Forum: Helping Start-Ups Business Barometer: Keeping a Positive Outlook BIG SOLUTIONS FOR A GROWING PLANET Dan Hickman, Fellow Reaction Engineering, Core R&D Dow combines the power of science and technology to help address many of the world’s most challenging problems. Together, the elements of science and the human element can solve anything. ®™The DOW Diamond Logo is a trademark of The Dow Chemical Company © 2014 www.dow.com amcham germany viewpoint Corporate Social Responsibility: More Transparency and Commitment Needed Managing with foresight, dealing fairly with employees, taking responsibility for society and the environment – these are the pillars of corporate social responsibility (CSR). For Germany, an exporting country committed to the social market economy, the question of corporate respon- sibility plays a key role in complying with international labor and social standards. By means of CSR, companies underscore that they want to give something back to the societies whose re- © BMAS sources and infrastructures they use. Many German and European companies accept this respon- Andrea Nahles sibility and attach increasing importance to integrating CSR into their core business activities. By Federal Minister of Labor and Social Affairs doing this, they also gain clear competitive advantages. After all, there is growing demand among consumers for products manufactured in a socially and environmentally responsible manner. Companies that enjoy an excellent reputation among the general public are the first to see job applications from well-trained specialists. And business partners and investors develop more trust in companies that base their strategies on transparent and sustainable principles. For too many companies, But not all companies are aware of this. That was brutally demonstrated when the responsibility ends at their Rana Plaza clothing factory in Bangladesh collapsed in April 2013, leaving 1,100 peo- own factory gates ple dead and twice that number injured. For too many companies, responsibility ends at their own factory gates, while the working conditions in suppliers’ operations and at production sites in emerging countries are overlooked. How can we change that? In my view, a major step forward would be for as many companies as possible to systematically examine their business activities in order to gain a clear understanding of the social consequences. Some may feel this requires extra effort, but it is essential for responsible conduct. That is the only way to tackle negative effects and reinforce positive outcomes. For these reasons, I very much welcomed that the European Commission further developed its under- standing of CSR in 2011, placing greater focus on companies taking responsibility for their impact on society. We need greater transparency, greater responsibility and greater commitment when it comes to respect for human rights and compliance with international agreements on labor and social standards. Especially in Germany, we need a discussion on how political leaders and the business community can work together to see these standards are implemented around the globe. As the world’s fourth-largest economic power, it is appropriate for Germany to take a leading role in this area. That also applies to the upcoming implementa- tion of international framework agreements such as the United Nations Guiding Principles on Business and Human Rights and the recently adopted EU directive on CSR reporting requirements. In this process, I con- sider it important to mobilize companies that have done too little in the past as well as to encourage those already living up to their responsibility to develop even further. Good work worldwide is a core objective of CSR. It is one I would like to strongly champion in the years ahead. Those who would like to join me in this effort are very much welcome! Networking at Its Best Annual Membership Meeting on May 8, 2015, in Berlin Our Annual Membership Meeting constitu- you to the 112th Annual Membership Mee- tes the highlight of each year's calendar of ting in Berlin. If you would like to sponsor events. this event, please contact: This year’s motto is Digital Transformation Monika Kreutz – New Opportunities for Transatlantic Part- T +49 30 288789-22 nership. We look forward to welcoming E [email protected] For more information, visit www.amcham.de December 2014 commerce germany 3 contents cover stories 6 Corporate Social Responsibility: Doing Well by Doing Good 14 Eighth Annual Transatlantic Business Conference: Bringing Down the Trade-Talk Wall from amcham germany members 13 executive member spotlight: Innovation in the Field – A Sustainable Approach to Africa’s Agriculture 24 member know-how: Outsourcing of Strategic HSE Management; Responsibility for People and the Environment amcham germany member support 10 policy issues: TTIP Committee Meets with US Embassy Representative 18 investment region: Thuringia Taking Center Stage 19 key studies: Business Barometer – US Companies Maintain a Positive Outlook amcham germany events 9 special report: Growth Company Forum Fosters Start-up Scene 20 event report 26 special event report: Patron and Executive Member Roundtable chamber news 22 Board Meeting Features Tricultural Executive Dinner 22 amcham germany in the press 23 BizCamp Nurtures the Next Generation of Business Leaders 25 new members 27 chamber calendar December 2014 commerce germany 5 cover story Corporate Social Responsibility: Doing Corporate commitment to advancing social well-being benefits all of us – including the companies that take a strategic approach to their activities. Three AmCham Germany member companies explain how doing good helps them do well. Scouting the Right Corporate Social Responsibility Project Do a good turn daily” – the traditional Public Health, AstraZeneca launched the Young support for projects, fundraising, in-kind dona- boy- and girl-scout slogan has long since Health Program to improve the quality of young tions and – last, but not least – volunteering. found its way into business. This concept people’s lives worldwide. Since needs differ After all, the program’s success also substantially “is about far more than just being a do- among regions, we draw support from local part- depends on the commitment of our employees gooder. Corporate social responsibility (CSR) has ners in 18 countries. Our shared goal is to reach who personally participate either by acting as become a key component of corporate strate- 1 million young people over a period of five years mentors or providing direct local assistance. On gies because companies that properly use their to encourage them to take responsibility for their our CSR action day AlleZusammen (everyone potential by assuming responsibility will reap own health. together), for example, our employees rolled up advantages others will not. One example of this program at work is their sleeves to serve a good cause, and – just A commitment to society certainly has a posi- our project for homeless children in Hamburg. like with the scouts – an exemplary community tive effect on a company’s image – but this is not We have teamed up with the local association spirit quickly became the order of the day. the only added value these kinds of activities gen- basis & woge to commit ourselves to helping erate. CSR projects also foster staff development, improve the long-term living conditions of home- team building and employee motivation. When less youth in Germany. We support healthcare choosing such projects, the golden rule is to con- projects like hygiene classes sider the core business and not just provide fi- and employment opportunities nancial assistance, but also the needed expertise. that foster personal responsibil- ity and offer new prospects for CSR projects also foster staff Taking responsibility these young people that extend development, team building beyond life on the street. and employee motivation As a pharmaceutical company, we decided to work on behalf of healthcare – because health Creating community spirit Dirk Greshake Managing Director is society’s greatest asset, and promoting it is AstraZeneca Deutschland our daily business. Working with experts at Plan Our Young Health Program www.astrazeneca.de International and the Johns Hopkins School of rests on three pillars: financial 6 commerce germany December 2014 ▸ ▸ Consider the core business Well by Doing Good ▸ ▸ Take note of heightened ESG risk ▸ ▸ Create structure to manage sustainability Sustainability Management as Part of Daily Life he simultaneous and balanced pursuit of most sustainable led to the The standardized, universal business, environmental and social-policy creation of a clear structure to objectives is a demanding task for any introduce sustainability man- management structure has Tcompany. To achieve business goals and agement within the group. enabled the group to anchor effectively use financial resources, companies This structure includes stan- sustainability into its daily work need strategic orientation as well as adequate dardized steering committees management tools. and a uniform reporting sys- Prof. Gerhard Prätorius As an example, consider the sheer size of the tem for sustainability through- Head of Sustainability & Political