How David Cooke implemented corporate social responsibility at Konica Minolta Australia

Gayle Avery*, Narelle Hooper

*Corresponding author for this work

Research output: Contribution to journalOther journal contribution

3 Citations (Scopus)


Purpose: This interview demonstrates how CEOs can focus on CSR to engage the workforce and change the culture and performance of an organization. Design/methodology/approach: This article reports on an interview with Dr David Cooke, Managing Director of Konica Minolta Australia. Findings: By introducing CSR to the firm, and in particular pursuing the UN’s Sustainable Development Goal (SDG) #8 against human trafficking, the MD not only changed the management style and culture in the organization, but also enhanced commercial results. Performance improved across many measures: revenue, profit, market share in a declining marketplace, highest number of units placed into the Australian market, increasing prestige associated with the company’s brand, and becoming an employer of choice. Research limitations/implications: The findings are consistent with the literature on corporate sustainable investment, but further studies are needed to fully understand the processes involved in changing culture and improving performance via CSR. Practical implications: This interview clearly shows the steps that the new CEO took in radically changing the culture of his organization by adopting CSR extensively. Social implications: The power of business is vital to pursuing societal goals, and the case of Konica Minolta Australia demonstrates that doing so also benefits the company. Originality/value: This study clearly explains how a corporate culture was changed and performance enhanced through a strategy based on investment in social issues.

Original languageEnglish
Pages (from-to)38-44
Number of pages7
JournalStrategy and Leadership
Issue number3
Publication statusPublished - 2017


  • Corporate social responsibility
  • Culture change
  • Firm performance
  • Sustainable development goals


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