 What we believe guides how we act. That is true of individuals, and it’s true of corporations. This section of the 2008 CSR report is devoted to outlining the Core Values of Reynolds American and its operating companies, and the Guiding Principles and Beliefs that shape our actions.
Shortly after the creation of Reynolds American in 2004, we identified the core values that animate how we approach our businesses. At RAI and its operating companies, we are:
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Principled: We do the right thing. We treat every person with respect, fairness and integrity, and we embrace diversity. |
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Creative: We encourage new ideas to build our business. We encourage and reward innovative thinking and new, savvy ways of doing things. |
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Dynamic: We translate ideas into actions with boldness and speed. We leverage our knowledge and imagination to generate innovative business-building initiatives. |
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Passionate: We believe in our values and strive to win. Our pride and our dedication to high performance drive us to deliver the best results. |
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We take these values, and their application to our work, seriously. In fact, employees’ annual performance appraisals include an individual assessment of how the employee lived the core values that year. This assessment can – and does
– affect employees’ salary and bonus levels.
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Reynolds American and its operating companies are committed to Corporate Social Responsibility. The companies will continue to engage stakeholders; to act, where appropriate, on their ideas and suggestions; and to report results. Reynolds American and its operating companies have focused CSR efforts against seven main issues, or planks, to address the core expectations stakeholders have for our businesses. This logo, which symbolizes stakeholder engagement as a driver of the initiatives around each of the seven CSR planks, will be used to report on CSR programs and results.
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More on the CSR Model
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