Is it the order or the order giver?

Any crisis is a good indication of a man’s mettle, or a company’s heart.

The recent mega-disaster brought about by typhoons Ondoy and Pepeng, for example, has given us examples of how individuals and business entities behave and react to changes in their environment.

Some take the new challenges in a positive view and adapt, while others defy and defend the status quo. Some take the short term view while others look at the bigger picture and position themselves as positive agents for change.

Below are examples of how individuals and companies face new challenges in our fast changing environment.

The challenge of EO 839

Executive Order 839 was issued by President Gloria Macapagal as an aftermath of the devastation brought about by Ondoy and Pepeng. The Order called for the temporary freeze in the prices of petroleum products as the consuming public cope with the debilitating effects of the natural calamities.

The Order was greeted by a defiant howl voiced out by one business firm that has been in the country for almost a century. Pilipinas Shell chairman Edgar Chua, was widely quoted issuing dire warnings of product supply disruptions and shortages and investment pull-outs in reaction to the temporary price freeze order issued by the President last Oct. 23.

Not satisfied, Shell went to court questioning the validity of the EO and asking for an order to restrain the joint task force composed of the departments of justice and energy from implementing the price freeze.

On the other hand, the consuming public who is benefiting from the ordered reduction in fuel prices are surprised by the strong demand of groups like the Management Association of the Philippines (MAP) and the Makati Businessmen Club for President Macapagal to immediately rescind the order, never mind the temporary relief being enjoyed by the public.

The question in the mind of many is whether the defiant reaction of these groups is due to the EO per se or because of who issued the Order? Are they just riding on the unpopularity of the President and making this another sign of protest against her administration? Is she now perceived as a lame-duck president and is expected to blink first?

Would they have reacted the same if someone like the late Tita Cory ordered a temporary prize freeze for the benefit of the suffering public?

The challenge to extend genuine help

On the other hand, the crisis brought about by Ondoy and Pepeng has been able to draw from even small companies like new oil player Flying V, which has just 200 service stations across the country, a genuine desire to help those affected by floods.

Flying V under the leadership of Chito Villavicencio initially did what most did: distribute relief packages to the residents of Metro Manila affected by the floods. But the company continued with better offers to help.

One week after Ondoy struck, the oil firm started giving away a complete oil change package each to a thousand car owners whose vehicles were affected by the flood. This was expanded eventually to become a program called Oplan: Balik Andar designed to assist private motorists get their cars back on the road.

Two weeks later, Flying V gave away, again a complete lubricant package each to a thousand jeepney drivers in recognition of their urgent need to get servicing for their jeepneys to make them once again road worthy.

Aware also of how jeepney drivers were affected by the loss of opportunity to work, Flying V charged only P200 for a lubricant package that would otherwise have cost more than P1,200.

Then, as if this was not enough, Flying V had to get involved in rehabilitation work by putting to work some P300,000 raised through its typhoon fund drive. Details are not yet firm, but the oil company wants to encourage jeepney drivers to become small entrepreneurs, perhaps put up stores to sell lubricants, greases or spare parts.

The challenge to look at bigger picture

Aware of the crisis that has passed and the inevitability of more and worse to come, there are other companies who choose to look at the bigger picture and to respond to new challenges by being a productive force for change. An example is the Ayala conglomerate, which recently declared that its business principle starting today will not just be about profit and loss.

Concretely, the six companies that form the Ayala group will start to measure also their contribution to employment, how much taxes they have paid, the investments that they will make, and how they affect their communities and the environment.

This also means that they will be adopting a scorecard that will go beyond just governance, and embrace concepts such as adherence to a triple bottom line, sustainable development, and accountability for its action as a business.

This may sound a bit too theoretical for many businessmen, but coming from the 175-year-old Philippine conglomerate, one will surely be able to notice major policy changes within the next years that will be influenced by this new thinking.

Crises have a way of bring out the best in us – or the worst. We must remember though that this is a result of an action, one that we are very much in control of.

2009 Philippine Collegiate Championship update

De La Salle Green Archers, 2008 Philippine Collegiate Champion and UAAP 6th placer, start their uphill climb to rejoin the “Sweet 16” elite group of the 2009 Philippine Collegiate Championship games. The Green Archers are competing with three other contenders for one Finals seat at stake in the Naga Zonal games starting Nov. 12 to 14 at the University of Nueva Caceres Gym, Naga City.

According to Bro. Bernie Oca, DLSU representative to the UAAP Board, the Green Archers are ready and eager to defend the crown they won last year against their perennial rival and current UAAP champion, Ateneo Blue Eagles. The team will benefit with the presence of their current coach, Franz Pumaren, and the incoming coach, Dindo Pumaren.

Challenging the Green Archers are the Southern Luzon-Bicol region champion, University of Nueva Caceres Greyhounds, the UCLAAI champion, St. Francis of Assissi Doves and the NCAA-South champion, Don Bosco Technical Colleges Grey Wolves.

For updates on progress of teams as they continue the journey in the 2009 Philippine Collegiate Championship games, visit the official website, www.CollegiateChampionsLeague.net or send email enquiries to [email protected].

Should you wish to share any insights, write me at Link Edge, 25th Floor, 139 Corporate Center, Valero Street, Salcedo Village, 1227 Makati City. Or e-mail me at [email protected]. For a compilation of previous articles, visit www.BizlinksPhilippines.net.