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DOMESTIC STRATEGY The
objectives of the domestic strategy are to: 1)
market
SA 8000 to the Japanese business community; The
United Kingdom’s Ethical Trading Initiative (ETI) provides a suitable
model for introducing SA 8000 into Japan. ETI was established in 1998 to
verify ethical procurement management in some of the United Kingdom’s
larger corporations, including the Body Shop International, Levi Strauss
& Co, and J. Sainsbury. Each company adopted a basic code that was
developed and agreed to by the participants. Each company also agreed to
undergo reviews of its procurement management system and to correct any
unethical trading practices uncovered by the review. All the reviews and
updates on companies’ progress are published by ETI. ETI
has non-profit status and its own administrative staff. However ETI
received funding from the government for its first three-year program.
The government also participates in ETI’s board meetings, as does the
U.K. chapter of the Council on Economic Priorities. ETI
provides a good model for how CEPAA might introduce SA 8000 in Japan
because: 1)
The
United Kingdom is a developed country, as is Japan. To
accommodate Japan’s unique economic, political, and social
circumstances, CEPAA’s strategy in Japan will need to be somewhat
different from the ETI strategy. Japanese consumers, for example, are
not yet as concerned with social responsibility as the United
Kingdom’s consumers. In the United Kingdom, it was consumers’
demands that convinced the government and business community to initiate
ETI. In Japan, consumers’ lack of concern might become an obstacle. The
domestic strategy has three components: ·
Research
Strategy ·
Political
and Legislative Strategy ·
Media
Strategy It
is designed to be implemented over one year, following which an
international strategy will be implemented (see next section). To
facilitate the strategies, an Asian CEPAA office should be established
in Tokyo. The
objective of the research strategy is build a base of information to
support and implement the political, legislative and media strategies.
Research will be conducted on: 1) The
relationship between labor standards and public policy (trade and
development); Given
that international labor standards are not well studied in Japan, this
research will need to be carried out by well-respected scholars if it is
to provide a credible basis for launching a national dialogue on the
subject. Research
on the Labor Standards and Public Policy in Asia ·
International Development Center of Japan (IDCJ) IDCJ
was established in 1971 as Japan’s first think tank. It specializes in
the field of development and cooperation. Although six governmental
agencies (MOFA, MITI, the Ministry of Transport, the Ministry of
Construction, the Economic Planning Agency, and the Ministry of
Agriculture, Forestry and Fisheries) finance IDCJ, the Center is an
independent research institute. In fact, one of IDCJ’s principles is
that it remain “neutral from any interest, government or private.”[24] IDCJ
conducts research on interdisciplinary and integrated topics, which
means it is well suited to study of the relationship between labor
standards and public policies (trade and development). IDCJ also
conducts international symposia. One of its recent symposia was
“International Conference on Asian Transitional Economies: Challenges
and Prospects for Reform and Transformation.”[25] ·
Institute of Development Economics (IDE) The
Institute of Development Economics (IDE) is one of the largest social
science research institutes in the Asian region. IDE is an affiliate of
the Japan External Trading Organization (JETRO), so it has strong ties
to MITI, and it is well funded. IDE is recognized for producing quality
macroeconomic analysis, regional studies, and sector-based studies. It
is one of the designated economic research centers of the Asia Pacific
Economic Cooperation (APEC), and it engages in international exchanges
among foreign think tanks. ·
Sanwa Research Institute Corporation (SRIC) SRIC
is an affiliate of Sanwa Bank, which is one of Japan’s largest
financial institutions. Despite the fact that Sanwa Bank finances 50
percent of SRIC’s budget, SRIC is relatively independent from the
bank. SRIC is well known for its superior economic forecasting
capabilities. It recently began participating in feasibility studies for
Official Development Assistance (ODA) programs. SRIC
studies trade, international organizations, industrial policy,
infrastructure, labor relations, education, environment, international
economic policy, intellectual property, and official development
assistance. Like IDCJ and IDE, SRIC has participated in development
research. For example, SRIC recently worked with the Central Bank of
Mongolia on research concerning policy formulation to promote
Mongolia’s economic development.[26] · Pacific-Asia Resource Center (PARC) A
non-profit organization, PARC has become involved in investigations of
labor conditions in overseas factories managed by Japanese businesses.
PARC’s resources are not as large as those of the research institutes
listed above. As a result, however, PARC is somewhat more independent
and neutral. Moreover, as a NGO, PARC has more flexibility in developing
its own research agenda. Research
on Corporate Governance and Public Awareness in Japan ·
Asahi Cultural Foundation (ACF) ACF is a partner of the Council on Economic Priorities (CEP)—CEPAA’s
parent body. Each year, ACF reviews Japanese corporations’ conduct
using CEP’s social responsibility scoring system. ACF is an affiliate
of the Asahi Shimbun, one of the largest newspaper publishers in Japan.
Ms. Mitsuko Shimomura, a former Asahi Journal editor, currently chairs
ACF. (The journal was dissolved in 1993, but during its existence it
often published articles on social causes.) ·
Asahi Shimbun Asahi
Shimbun conducts research for feature articles. The paper is well known
for its left-of-center political position, and its editorials are often
critical of government policies. The paper also supports labor union
causes. ·
Nikkei Shimbun Nikkei
Shimbun is the largest economic newspaper in Japan. Its broad coverage
of social and economic events is highly respected. Nikkei often conducts
polls concerning the public’s support for the government. The
objective of the political and legislative strategies is to build
support within Japan for using international labor standards generally
and SA 8000 specifically in establishing a Japanese version of the
United Kingdom’s ETI. The strategies include the following components: Coalition
Building Building a coalition that represents a broad array of interests will
help in getting international labor standards on the GOJ’s trade and
development policy agenda. After labor issues are on the government’s
agenda, SA 8000 can be put forth as the most favorable solution to the
problem of reconciling free trade with labor measures. The
following stakeholders should be involved in the coalition: (See
Exhibit 12 for a more detailed list.) ·
Political Parties Both
majority and opposition parties should be mobilized. At present,
coalition groups including the Liberal Democratic Party (LDP), the Komei
Party (KP), and the Liberal Party (LP) control the Diet. Each of the
parties has different characteristics that can be useful for promoting
the concept of labor standards and SA 8000. The
Democratic Party of Japan (DPJ) is influential even though it is not
part of the coalition that controls the Diet. Mr. Yukio Hatoyama was
elected as president of the DPJ in 1999. His family has long been
involved in politics, but Hatoyama himself was a professor at Sensyu
University prior to throwing his hat into the political arena. He holds
a Ph.D. degree from Stanford University. Given that the DPJ is committed
to improving civil rights, it is likely to be open to the idea of
international labor standards and the SA 8000 system. ·
Government Agencies Government
agency participation in the coalition will help persuade the business
community to become involved in establishing an ETI-like program in
Japan. MOFA, MITI and JICA will be particularly important, but MOL and
JBIC should also be invited to join. Government participation will also
be important because the government could provide financing for
developing an ETI-like program. ·
Labor Unions The
Japanese Trade Union Confederation (JTUC or “Rengo”) has regained
strength through its efforts to protect workers rights during Japan’s
economic recession. JTUC is a member of the International Confederation
of Free Trade Unions (ICFTU). ·
Universities Japanese
universities’ research on business ethics lags behind such research at
U.S. and European universities. Nevertheless, a few colleges could be
helpful in promoting the concept of labor standards in Japan. Mobilizing
Japanese students on labor issues is one means of quickly raising the
general public’s awareness of these issues. Reitaku and Sophia
Universities should be targeted first. Universities can also promote
labor standards issues by holding forums or lectures on the topic. CEPAA
might explore the possibility of giving a university lecture or
organizing a series of lectures in cooperation with faculty members. Other
than the Reitaku and Sophia, the following universities and colleges
should be targeted: Tokyo
Area: University
of Tokyo, Waseda University, Keio University, Hitotsubashi University,
Tsuda College, Ochanomizu Women’s College, Tokyo Christian Women’s
College, Nihon Women’s College, Gakusyuin University, Aoyoma Gakuin
University, and International Christian University (ICU). Kyoto/Osaka
Area: Kyoto
University, Doshisha University, Ritsumeikan University, Ryukoku
University, Kwansei Gakuin University, Osaka University, and Kobe
University. ·
Non-Governmental Organizations (NGOs) Japanese
consumer groups have some power to affect political decisions. It was
pressure from consumer groups, for example, that convinced the Ministry
of Agriculture, Fisheries and Forestry (MAFF) to require labeling for
genetically modified foods. Accordingly, consumer groups should be
included in CEPAA’s coalition in Japan. Although
Japanese NGOs, are not very influential, some are involved in overseas
development assistance programs. The Association of Medical Doctors of
Asia (AMDA) and the Japan International Volunteer Center (JIVC)
frequently participate in ODA’s programs. Their know-how in developing
countries should be fully utilized to the coalition’s advantage. The
coalition may also want to seek out the assistance of international
NGOs, such as Oxfam and Care International. Their capacity to manage
projects in developing countries is stronger than those of the Japanese
NGOs. ·
Business Associations The
Keidanren has expressed its interested in SA 8000 and should also be
asked to endorse it and perhaps sponsor some of CEPAA’s promotional
activities. In December 1999, Keidanren representatives visited CEPAA to
learn about SA 8000.[27]
The
Japan Chamber of Commerce (JCC) represents small and medium size
companies. The JCC assisted in organizing CEPAA’s 1999 meeting in New
York for Japanese businessmen. Education
Educational
activities will need to be organized to help the Japanese public, as
well as Japanese policymakers, learn about international labor
standards. Toward this end, seminars should be held at universities,
with most concentrated in Tokyo where the largest number of stakeholders
live. Fund
Raising In
order to establish an ongoing labor standards efforts, a neutral
administrative body will be needed (this body can be modeled after
ETI’s). The coalition should ask the GOJ to finance this body for some
initial start up period—just the United Kingdom’s government funded
ETI for its first three years. Religious
groups and foundations in Japan might also be a source of funding. The
Nippon Foundation (the former Sasakawa Peace Foundation), the Soka
Gakkai Society and the Toyota Foundation are possible financial sources.
(See Exhibit 9 for a list of foundations.) Corporations should also be
asked to contribute. Workshops The
coalition should ask representatives of government agencies to make
presentations at CEPAA’s four-day workshops that introduce SA 8000 to
specific companies. According to CEPAA Executive Director Eileen
Kaufman, it is possible that CEPAA will hold an SA 8000 introductory
training course in Tokyo in July 2000.[28] Legislative
Actions In
1998, the Japanese Diet passed a law prohibiting child pornography and
prostitutes. This case should be used as a precedent for looking at
labor standards issues. Although the Japanese labor law protects
worker’s rights in Japan, it does not require Japanese companies to be
responsible for labor standards in their overseas factories. Legally
obligating Japanese businesses to be responsible for labor standards in
all their factories will make Japanese businesses eager to learn about
auditing systems such as SA 8000. The
objectives of the media strategy are to educate the public on the
importance of labor standards, to persuade the GOJ to put labor
standards issues on its policy agenda, and to introduce SA 8000 as a
solution to the conflict between trade and labor. Public
Relations Consulting Firms Public
relations firms can be expensive, but they provide an efficient means of
reaching target audiences. Recommended PR agencies are listed below.
(See Exhibit 6 for contact information). · Fleishman-Hillard Japan, Inc. Fleishman-Hillard
is one of the largest PR consulting firms in the United States and the
fourth largest agency worldwide. FH Japan was established in 1997; its
president once worked for Honda Motors’ government relations office in
Washington, DC. (The author worked at FH during the summer of 1999.) ·
Cosmo Public Relations Corporation Cosmo
is a leading PR agency in Japan. The president of the corporation
graduated from a U.S. college and worked for McKenzie & Company, a
major U.S. management consulting firm, prior to assuming her current
position. Cosmo previously developed a PR strategy for improving public
awareness on health issues. ·
Burson-Marsteller Tokyo, Inc. Burson-Marsterller
(BM) is the oldest PR agency in the United States. The company’s
Japanese branch has been open for 25 years. ·
Dentsu Public Relations Co., Ltd. With
some 200 employees, Dentsu is the largest PR agency in Japan. The
company is an affiliate of Dentsu, Inc., the largest advertisement
agency in Japan. Setting
up a Public Forum As
a first step, a public forum on international labor standards should be
organized. Academic figures, representatives from business, and
governmental officials should all be invited. The Keidanren, Japanese
labor unions, international organizations (ADB, WB, ILO, OECD), and mass
media companies (Asahi, Japan Times, Nikkei) should be asked to sponsor
the forum. (See Exhibit 13 for a draft plan of the forum). Mass
Media Newspaper,
television, and magazine contacts should be cultivated. ·
Newspapers 1)
The Asahi Shimbun (The Asahi Newspaper, Inc.) Asahi,
Mainichi
, Yomiuri, Sankei, and Nihon
Keizai are national newspapers, and each has its own English
newspaper. The Japan Times is
the oldest English newspaper in Japan. The Financial
Times and the New York Times
will cover the Japanese economic and social events to report to European
countries and the United States. · Television Television
is the most important element of the media strategy because video
footage of laborers working in poor conditions is the most effective
means of conveying to the pubic the importance of labor standards. Japan
has five large television stations.
See
Exhibit 14 for more information about news programs that might cover
trade and labor issues. ·
Magazines ·
Sekai
(The World).
This monthly magazine covers social, economic and political ·
Books CEPAA
consultant Maki Saito will soon publish a book on corporate
responsibility in Japan. The marketing campaign for her book should be
used to heighten awareness of labor standards issues. Towards
A Fair Global Labour Market: Avoiding a new slave trade,[29]
a new book by Canadian scholars, might also help in promoting a public
dialogue on the relationship between trade and labor standards. Its
publishers should be contacted to see if it might be possible to
translate the book into Japanese. · Celebrities Celebrities
can help attract attention to labor standards issues. Their presence on
television programs, in Tokyo forums, and at universities lectures will
help draw public and media attention to labor standards issues. Three
possible people are listed below: 1)
Ms.
Misako Konno Konno
is an actress and the current Global Goodwill Ambassador of the United
Nations Development programme (UNDP). She frequently visits developing
countries to draw public attention to development issues. Her connection
with the UNDP could help promote recognition of SA 8000 within the
organization. 2)
Mr.
Takehito Nakata Nakata
is an honorable Ambassador of the United Nations Volunteers (UNV). His
son, Atsuhito Nakata, was shot to death in Cambodia in 1994 when he was
working as a UN volunteer assisting with the administration of the
country’s elections. Since his son’s death, Nakata has worked to
promote the principles of the United Nations and assist people who get
involved in development programs. 3)
Ms.
Ayako Sono Sono
is chair of the Nippon Foundation, one of the largest foundations in
Japan. She is a Christian, a graduated of Sacred Heart Women’s
University in Tokyo, and a well-known writer. INTERNATIONAL STRATEGY The
objective of the international strategy is to put international pressure
on the GOJ to address labor standards and promote SA 8000 to Japanese
businesses. The strategy also aims to gain widespread recognition of SA
8000 within the international community because such recognition will
make the standard more appealing to businesses in Japan and around the
world. The
strategy targets foreign government officials and major international
organizations. Some activities may be carried out in specific Asian
countries, however most activities will be conducted in Japan because
all the relevant international organizations have offices in Japan. The
international strategy will parallel the plan for the UNDP’s
Asia-Africa Network for Artisan Development campaign,[30]
which is aimed at developing awareness of artisan products in Asian and
African countries and promoting trade in these products worldwide.[31]
Specifically, the international strategy will include both a political
strategy and a media strategy. I.
Political Strategies The objective of the political strategy is to advance
the domestic strategy by creating a force for change in the
international political arena. Possible actions include: 1)
Coalition
building Coalition
Building The following international organizations have
already addressed the issue of labor standards and should be included in
the coalition. (See Exhibit 8 for these organizations’ contact
information.) ·
The Organization for Economic Cooperation and Development (OECD) The
Japanese office of the OECD provides information on current OECD
activities and OECD economic and political data. It is located in
Akasaka and maintains a library that is open to the public. ·
The International Labour Organization (ILO) The
Tokyo office of the ILO is housed in the United Nations University (UNU)
building. While the ILO’s main office in the Asia-Pacific region is
based in Bangkok, Thailand, the current head of that office is Japanese.
The close relationship between the ILO’s Tokyo and Bangkok offices
will help in gaining ILO assistance for promoting SA 8000 in Japan. ·
The United Nations Development Programme (UNDP) The
UNDP’s Tokyo office is also located in the UNU building. ·
The Asian Development Bank (ADB) The
ADB has close links with the GOJ. Although the ADB’s Tokyo office was
established only in 1997, ADB presidents over the past 10 years have all
been Japanese. CEPAA participated in the November 1999 ADB meeting in
Manila. ·
The World Bank (WB) The
World Bank’s interests are similar to those of the ADB. By building
contacts with the Japanese office of the WB, CEPAA may be able to
influence future projects coordinated by the WB in Asia. Japan is the
largest donor to the WB. ·
Labor Unions and NGOs in the Asian Region CEPAA
has already held workshops in Asia to teach labor unions and NGOs about
SA 8000. These unions and NGOs can play an important role in pushing the
GOJ to address labor issues. ·
Representatives of the Asian country government Enhancing
support for the Japanese initiative among Asian governments will help
push the GOJ to address labor issues. Cooperating
with International Organizations II.
Media Strategy The international media strategy is designed to
complement the domestic media strategy and will focus on developing
informational media pieces. If possible, all of these pieces should be
developed in cooperation with international organizations because such
co-sponsorship will help legitimize and draw attention to the pieces.
Similarly, media events supported by the international organizations
will draw more attention than events sponsored by Japanese interest
groups alone. Specific informational pieces that should be
developed include: ·
Leaflets, booklets, newsletters, and brochures These informational materials concerning labor
standards and SA 8000 can be broadly circulated in business communities
worldwide. Such documents should be published in multiple languages. · Video As part of its Asia-Africa Network for Artisan
Development campaign, the UNDP has created a 20-minute film on artisans,
their way of life and the ecologically friendly products they produce.
The film will be broadcast via international media, such as BBC
Television, CNN, and the Discovery Channel. CEPAA should consider making
its own short film about labor standards and SA 8000. The film could be
used in broadcasts, as well as at workshops and lectures. Collaboration
with international organizations that already have film making expertise
could help defray costs, as well as build stronger ties between such
organizations and CEPAA. NEGOTIATION STRATEGY The
objectives of the negotiation strategy are to: 1)
persuade
Japanese businesses to use SA 8000 in their commercial transactions, 2)
get
agreement that labor standards issues should be put on the Japanese
trade and 3)
promote
the use of SA 8000 by Japanese businesses and their suppliers in Asia. A
CEPAA office should be established in Tokyo to supervise the
negotiations (among other things). CEPAA should first negotiate with
Japanese companies. Then, the Keidanren should be asked both to begin
promoting SA 8000 and to join with CEPAA in negotiating with the GOJ.
Finally, CEPAA should support negotiations between the Japanese
corporations and their suppliers. The
negotiation strategy is designed to address the interests, possible
actions, and objective criteria of each party (see Exhibits 11 and 12 ).
Short-term
Preferred Outcomes Long-term
Preferred Outcomes Domestic
Negotiation In
order to convince domestic government authorities and business
representatives to promote and/or adopt SA 8000, the following steps
should be taken: 1.
Gain
strong support from the Keidanren. With Keidanren support for SA 8000, 2.
Build
a coalition that includes the Keidanren, academics, research institutes,
labor 3.
Expand
the coalition to include the media and GOJ agencies such as MOFA, MITI 4.
Support
negotiations between Japanese corporations and their suppliers in Asia. 5.
Educate
the Diet members. 6.
Educate
the general public through various media. International
Negotiation International
efforts should be planned to support CEPAA’s domestic actions.
International organizations should be kept informed of CEPAA’s efforts
in Japan and should be encouraged to develop cooperative programs with
Japanese government and corporate entities. Specific actions should be
to: 1.
Keep
international organizations informed of initiatives in Japan and
Japanese (See exhibit 16 for sample questions and answers concerning the negotiation.) back to Title Page[24] The International Development Center of Japan (IDCJ), IDCJ’s principles. <http://www.nira.go.jp/tt-home/idch/e3.html> [25] Ibid. International Exchange Activities. [26] The Sanwa Research
Institute Corporation (SRIC), Partial
Project Records: Project Assistance. [27] Personal communication with Maki Saito, December 3, 1999. [28] Personal communitcaiont with Eileen Kaufman, February 7, 2000. [29] Ozay Mehmet, Errol Mendes and Robert Sinding, Towards a Fair Global Labour Market: Avoiding a new slave Trade, Routledge, New York and London, 1999. [30] The MOFA, Asia / Africa Cooperation Programme. <http://www.mofa.go.jp/region/africa/ticad2/list98/privatesec/2_1_57.html> [31] The UNDP program is planned for the years 1999 through 2002, and it encompasses a wide range of actions, including an international media campaign, annual workshops in individual countries, database building, and study tours. International organizations, NGOs, and national governments (including Japan) have all offered their support to it. |
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