FINAL MASTER THESIS (FMT) SEPTEMBER 2012

MSc Sustainability & CSR (Corporate Social Responsibility)

RESPONSIBLE WELLBEING ENVIRONMENT

GLOBAL ETHICS

GLOBAL RIGHTS

Construction of the foundations for a normative model based on the paradigm of Sustainability. An approach to the implications of the new situation in the company and its Corporate Social Responsibility.

AUTHOR: JESS MARTN GONZLEZ SUPERVISOR: DRA. MARA JOS BAUTISTA-CERRO

Construction of Construccin dethe lasfoundations bases para un formodelo a normative normativo modelbasado based on en the el paradigma paradigm of de Sustainability. la Sostenibilidad. An approach Aproximacin to the a implications las implicaciones of the del nuevo new situation contexto in the en company la empresa and its y en Corporate su Responsabilidad Social Responsibility. Social Corporativa.

Contextualization of the FMT

WARNINGS

-LIMITS OF GROWTH(1972). -BRUNDLAND REPORT(1987). -WORLD RESOURCES INSTITUTE (2005). -ROYAL SOCIETY (2012)

-LOSS OF BIODIVERSITY. -ECOLOGICAL FOOTPRINT ABOVE RENEWAL CAPACITY. -INEQUALITY GAP WIDENING. -378,81 (PPM) CO2 (2009). -SUBJECTIVE WELLBEING IN EUROPE STABILIZED AND DECREASING (2000).

-CONSCIOUS AND SENSITIVE PEOPLE EMERGE. -ENVIRONMENTAL GROUPS, NGO`s AND HUMAN RIGHTS GROUPS INCREASE. -MORE SOCIAL COMPANYS INCREASE. -BUTN (GROSS NATIONAL HAPPINESS INDEX)

FMT

Jess Martn Gonzlez

Construction of Construccin dethe lasfoundations bases para un formodelo a normative normativo modelbasado based on en the el paradigma paradigm of de Sustainability. la Sostenibilidad. An approach Aproximacin to the a implications las implicaciones of the del nuevo new situation contexto in the en company la empresa and its y en Corporate su Responsabilidad Social Responsibility. Social Corporativa.

Problem
KEY ISSUE: SUSTAINABILITY. WILL WE BE ABLE TO SURVIVE? IF SO, HOW? COULD I DESIGN A WAY?

Goal
MAIN -CONSTRUCTION OF THE FOUNDATIONS FOR A NORMATIVE MODEL BASED ON THE PARADIGM OF SUSTAINABILITY. AN APPROACH TO THE IMPLICATIONS OF THE NEW SITUATION IN THE COMPANY AND ITS CORPORATE SOCIAL RESPONSABILITY. SUBORDINATE - Analyze and describe the systemic relationships among the various subsystems in the light of different paradigms. - Make a guide with the processes that occur in the paradigm shifts or in the change of values.

Structure of the Master Thesis

TRUTH - SCIENCE - PAST. REFLEXION

BEAUTY - ART - FUTURE.

EVALUATION

Improvement circle

DESIGN

GOODNESS -PHILOSOPHY - PRESENT

ACTION

FMT

Jess Martn Gonzlez

Construction of Construccin dethe lasfoundations bases para un formodelo a normative normativo modelbasado based on en the el paradigma paradigm of de Sustainability. la Sostenibilidad. An approach Aproximacin to the a implications las implicaciones of the del nuevo new situation contexto in the en company la empresa and its y en Corporate su Responsabilidad Social Responsibility. Social Corporativa.

Methodology
Complexity and interdisciplinarity mainly

Human Needs (Mallmann 1973)

TOOLS
Spiral dynamic Theory (Beck&Cowan 1996)

AQAL Model (Wilber 1996)

FMT

Jess Martn Gonzlez

Construction of Construccin dethe lasfoundations bases para un formodelo a normative normativo modelbasado based on en the el paradigma paradigm of de Sustainability. la Sostenibilidad. An approach Aproximacin to the a implications las implicaciones of the del nuevo new situation contexto in the en company la empresa and its y en Corporate su Responsabilidad Social Responsibility. Social Corporativa.

Economic Paradigm and Sustainability Paradigm

DIFFERENT CONCEPTIONS OF SUSTAINABILITY

WEAK SUSTAINABILITY

STRONG SUSTAINABILITY

SUPER STRONG SUSTAINABILITY

GUDYNAS (2004)

FMT

Jess Martn Gonzlez

Construction of Construccin dethe lasfoundations bases para un formodelo a normative normativo modelbasado based on en the el paradigma paradigm of de Sustainability. la Sostenibilidad. An approach Aproximacin to the a implications las implicaciones of the del nuevo new situation contexto in the en company la empresa and its y en Corporate su Responsabilidad Social Responsibility. Social Corporativa.

Primary normative Model. (Elaborated by the author)

GROWTH
RESPONSIBLE WELLBEING / ACHIEVEMENT

LIVING
ENVIROMENT / EXISTENCE

NEEDS AS POTENTIALITY

PHYSIOLOGICAL NEEDS

DIRECT AND CONSCIOUS CONSUMPTION SERVICES

PROVISION OF RESOURCES

CULTURAL NEEDS

PSYCHOSOCIAL NEEDS

INDIRECT AND UNCONSCIOUS CONSUMPTION SERVICES

ASSIMILATION OF WASTE

ETHICS OF VIRTUES

ENVIRONMENTAL ETHICS

CIVIL AND POLITICAL RIGHTS

ENVIRONMENTAL RIGHTS

DIALOGICAL ETHICS

ETHICS OF SOLIDARITY

ECONOMIC, SOCIAL AND CULTURAL RIGHTS

SOLIDARITY RIGHTS

GLOBAL ETHICS / PERFECTION

GLOBAL RIGHTS / COEXISTENCE

FMT

Jess Martn Gonzlez

Construction of Construccin dethe lasfoundations bases para un formodelo a normative normativo modelbasado based on en the el paradigma paradigm of de Sustainability. la Sostenibilidad. An approach Aproximacin to the a implications las implicaciones of the del nuevo new situation contexto in the en company la empresa and its y en Corporate su Responsabilidad Social Responsibility. Social Corporativa.

Foundations of a Normative Model for Sustainability. (Elaborated by the author)

GROWTH
RESPONSIBLE WELLBEING / ACHIEVEMENT
DIRECT AND CONSCIOUS CONSUMPTION SERVICES

LIVING
ENVIROMENT / EXISTENCE

NEEDS AS POTENTIALITY

PHYSIOLOGICAL NEEDS

PROVISION OF RESOURCES

ETHICS OF VIRTUES

CIVIL AND POLITICAL RIGHTS

ENVIRONMENTAL ETHICS

ENVIRONMENTAL RIGHTS

CULTURAL NEEDS

INDIRECT AND UNCONSCIOUS CONSUMPTION SERVICES

PSYCHOSOCIAL NEEDS

ASSIMILATION OF WASTE

DIALOGICAL ETHICS

ECONOMIC, SOCIAL AND CULTURAL RIGHTS

ETHICS OF SOLIDARITY

SOLIDARITY RIGHTS

GLOBAL ETHICS / PERFECTION

GLOBAL RIGHTS / COEXISTENCE

FMT

Jess Martn Gonzlez

Construction of Construccin dethe lasfoundations bases para un formodelo a normative normativo modelbasado based on en the el paradigma paradigm of de Sustainability. la Sostenibilidad. An approach Aproximacin to the a implications las implicaciones of the del nuevo new situation contexto in the en company la empresa and its y en Corporate su Responsabilidad Social Responsibility. Social Corporativa.

A New Vision of the Model with Spiral dynamics. (Elaborated by the author)

FMT

Jess Martn Gonzlez

Construction of the foundations for a normative model based on the paradigm of Sustainability. An approach to the implications of the new situation in the company and its Corporate Social Responsibility.

Approach to the company and its Corporate Social Responsability

VALUES: TOLERANCE FOR UNCERTAINTY, INSIGHT, LEARNING, FLEXIBILITY, ABILITY TO REFLECT, INTEGRITY, SYSTEMS THINKING, LONG-TERM ORIENTATION. VALUES: INSPIRATION, INTERDEPENDENCE, RESPONSIBLE LIVING FUTURE GENERATIONS, WISDOM, SUFFICIENCY, ABILITY TO FORGIVE.

RESPONSIBLE ENVIRONMENT WELLBEING GLOBAL ETHICS GLOBAL RIGHTS

VALUES: RESULTS, SELF ESTEEM, REWARD, CONTROL, QUALITY, PRODUCTIVITY, COMPETITION, IMAGE, SATISFACTION, INNOVATION, CAREER ADVANCEMENT, ENTREPRENEUR.

VALUES: HARMONY CONSENSUS, EQUALITY, TRUST, HONESTY, PARTICIPATION, OPENNESS, TEAMWORK, CONFLICT AVOIDANCE

VALUES: RESPECT, PERSONAL POWER, STRENGHT, TERRITORIAL RIVALRY,INTIMIDATION, LOYALTY TO PERSONS, HEDONISM.

VALUES: ORDERLINESS DUTY ,LOYALTY, OBEDIENCE, DISCIPLINE , GUILT, CONFORMITY, PERMANENCE, CLARITY JUSTICE.

FMT

Jess Martn Gonzlez

Construction of Construccin dethe lasfoundations bases para un formodelo a normative normativo modelbasado based on en the el paradigma paradigm of de Sustainability. la Sostenibilidad. An approach Aproximacin to the a implications las implicaciones of the del nuevo new situation contexto in the en company la empresa and its y en Corporate su Responsabilidad Social Responsibility. Social Corporativa.

Conclusion
I KEEP six honest serving-men (They taught me all I knew); Their names are What and Why and When And How and Where and Who.(Rudyard Kipling 1902)
WHAT WHY WHEN HOW WHERE WHO
ENVIRONMENT BASIC NEEDS OF ALL PEOPLE.

MAXIMUM RISK - DISAPPEARANCE OF THE HUMAN SPECIES.

AS SOON AS POSIBLE. WARNINGS SINCE DECADES.

EMERGE AT HIGHER LEVELS. CONSCIOUSNESS. EDUCATION.

MAIN FOCUS: RESPONSIBLE WELLBEING AND GLOBAL ETHICS.

ALL OF US

FMT

Jess Martn Gonzlez

Construction of the foundations for a normative model based on the paradigm of Sustainability. An approach to the implications of the new situation in the company and its Corporate Social Responsibility.

References

- Aracil, J., 1995. Dinmica de Sistemas. Madrid: Isdefe

- Beck, D. y Cowan, C., 1996. Spiral Dynamics: Mastering Values, Leadership, and Change. Oxford: Blackwell. - Bengoechea, A., 2011. Economa y Medio Ambiente. Mster en Sostenibilidad y Responsabilidad - Social Corporativa. UJI-UNED, no publicado. - Comisin Mundial sobre el Medio Ambiente y el Desarrollo (Comisin Brundtland), 1987. Informe Nuestro Futuro Comn, Oxford:Oxford University Press. - Gudynas, E., 2004. Ecologa, economa y tica del desarrollo sostenible. 5 ed. Montevideo: CLAES - Kipling, R., 1902. Just So Stories: for Little Children. Oxford World Classics 2009 ed L Lewis - Mallmann, C.A., 1973. On the Satisfaction of Human Aspirations as de Development Objetives, ensayo presentado en el simposio sobre Ciencia, Tecnologa y Valores Humanos, Ciudad de Mexico, 2-3 de julio de 1973 - Meadows, DH., Meadows DL., Randers, J. y Behrens, W., 1972. The limits to growth. New York: Universe Books. - Millennium Ecosystem Assessment (Program), & Millennium Ecosystem Assessment. (2005). Ecosystems and Human Well-Being: Our Human Planet: Summary for Decision Makers (Vol. 5). Island Pr. - Royal Society, 2012. People and the planet. London: The Royal Society Science Policy Centre. - Wilber, K., 1996. A brief history of everything. Boston: Shambhala.

FMT

Jess Martn Gonzlez