The Role of Corporate Sustainability in Asian Development: A Case Study Handbook in the Automotive and ICT Industries (Advances in Business Ethics Research (7))

This book examines the challenges faced by seven multinational companies - Intel, Lenovo, Samsung Electronics, ZTE, BMW Hyundai Motor Company, Mahindra and Mahindra - in their endeavour to contribute to the economic, environmental and social development of Asia. The lessons learned from the examination of these business practices may directly contribute to an increase in the practice of sustainable management and may as such contribute to positive economic, environmental and social impact of companies in this region. The cases are highly relevant for management theoreticians seeking to deepen our understanding of corporate sustainability in an area where scholars, practitioners and policy-makers can expect new questions, problems and challenges in the years ahead. The book is also of high interest to policy review agencies, policy makers and welfare economists seeking to support the development of a comprehensive sustainability framework for managing social and environmental issues in the context of Asia. Preface 6 Contents 9 Chapter 1: Toward Inclusive Economic, Social and Environmental Progress in Asia: An Introduction 10 The Economic Development and Sustainability Nexus in Asia 10 Perspectives on Sustainability in Asian Business: Toward a Distinctively ‘More’ Integrative Approach 12 Book Overview – Seven Illustrative Company Cases 14 References 16 Chapter 2: Catalyzing Social Innovation – How Intel Helped to Create a Vibrant Social Ecosystem in China 19 Origins of Intel’s Approach to CSR in China 19 Evolutionary Learning: Intel’s Journey to CSR 3.0 22 Catalyzing Social Innovation Through CSR 3.0 24 The Intel Teach Program 29 Innovation Initiative for Nonprofits 30 Helping China’s Medical Sector 31 Contribution to Low Carbon Management 31 Improving Care for the Elderly 31 The Value of CSR 3.0 to Intel 32 CSR 3.0: Implications for Practitioners in China Today 33 Five Steps to Launch a CSR 3.0 Strategy 34 Concluding Thoughts 35 References 35 Chapter 3: Lenovo’s Venture Philanthropy: Evaluating and Planning 36 Introduction 36 Empirical Study: CSR, China and Lenovo 37 CSR in the PC Industry 37 CSR in China 39 Lenovo’s Corporate Development 45 Lenovo’s Internal Context 47 Background to Lenovo’s VPP Initiative 49 Design and Implementation of Lenovo’s VPP 51 Discussion 58 References 58 Chapter 4: From Corporate Social Responsibility to Disruptive Innovation: Samsung’s Green Memory Initiative 61 Section 1: Setting the Stage 61 Corporate Social Responsibility (CSR) and Its Increasing Relevance 61 The Unique Case of Electronics Industry 62 CSR at Samsung Electronics – Green Management Initiative 64 Section 2: Samsung’s Green Memory 65 Green Management Vision and Framework 65 Eco-Product Development 66 Green Memory as an Outcome of the Green Management Initiative 67 Section 3: Towards a Disruptive Green Innovation 70 Disruptive Green Innovation 70 Data Storage Market 71 The Case for Green Memory Solutions 72 Will Green Memory Disrupt the Data Storage Market ? 74 Challenges Ahead for Samsung Electronics 76 Conclusion 77 References 78 Referenced Public Articles and Report 79 Chapter 5: ZTE (CN) Case – Eliminating Digital Chasm 80 Introduction 80 Background of the Company 81 Ideas of ‘Tomorrow Never Waits’ 82 Ethiopia Communications Enhancement 83 “ZTE iCity” Smart City Solution 84 ZTE Smart Education Solutions 86 ZTE Smart Healthcare Solutions 87 Committed to Customers 88 Health and Safety of Products 89 Looking Forward 90 References 91 Chapter 6: BMW i Story: Revolutionizing Sustainable Mobility in Korea 92 Introduction 92 Electric Vehicles (EVs) 94 Sustainability in BMW 95 Technological Advancement 97 Carbon Fiber Reinforced Plastic (CFRP) 99 Optional Range-Extending Gas Engine 99 Renewable, Recycled, and Sustainable Materials 100 E-Mobility 101 Comparison on E-Mobility Between Nations 102 Value Chain in E-Mobility 103 Future of E-Mobility 104 Automobile Industry in Korea 105 Production and Sales Review 106 Environmental Requirements 108 Emission Regulations 108 Fuel-Efficiency 108 Recycling 108 BMW Group Korea 109 BMW Group Korea’s Sustainable Management Efforts 111 BMW Electric Cars in Korea 112 BMW Korea Future Fund 115 Junior Campus on the Road Across the Nation for Science & Creativity Education 115 Talent Share and Mentoring Project for Adolescents Aspiring to Become Engineers 116 From Idea to Start-up: Support Undergraduates’ Brilliant Ideas 117 Hope & Share School: A School Where Everyone’s Happy 118 Green Future Camp –Cultivation of Environmentally-­Conscious Future Talents 118 BMW Korea Donates Vehicles for Research Purposes 118 ‘E-Mobility: Paradigm Shift and Development Plan’ – Joint Conference on E-Mobility with the Ministry of Environment 119 Implications on Sustainability in the Context of Asia 119 Conclusion 121 References 122 Chapter 7: Hyundai Motor Company Case – Fostering Social Enterprises 123 Backgrounds and Examples of the CSR Trend 123 CSR Trend in Auto Industry 123 Social Activities of German Car Manufacturers 124 Automobile Industry in Korea – Comparing with German Automobile Industry 126 Social Demands of Social Enterprise in Korea 127 Hyundai Motor Company in the Korean Automobile Industry 128 Hyundai Motor Company (HMC) 128 History 128 Global Sales 129 Geographical Operations 129 HMC and CSR 130 CSR Philosophy 130 CSR Structure 131 Research Method 131 Global Conference on Corporate Social Responsibility (CSR) and Globalization 132 Global Conference on the Role of Corporate Sustainability in Asia’s Development 132 Constant Interviews with Extensive Research 133 HMC Corporate Reports, Website and Media Coverage 133 HMC and Social Enterprises 133 Fostering Representative Social Enterprises 134 Easy Life 135 Easy Move 135 HMC and Youth Social Enterprises 135 Eocho Creative Hub 136 Motivation 136 Main Contents 136 Cooperation Model 136 Key Success Factors 137 H-OnDream Audition 137 Motivation 137 Main Contents 138 Cooperation Model 138 Key Success Factor 139 Moving Forward: H-Jump School 139 Program Structure 139 Key Success Factors 140 Overall Summary and Evaluation 141 Performance 141 Results 141 Exemplary Cases 142 Outlook on Future Challenges 142 Future Plan 143 H-Village Project 144 About ‘Chang-shin Dong’ 144 Key Points 145 Programs 145 Furniture in the Streets 145 12 Columns 145 Village Space Network 145 Culture and Art Internship for Youth in Chang-shin Dong 145 Sound Scenes 145 Travel of Leftovers 146 Production of Archive Videos and Books 146 References 146 Chapter 8: Mahindra & Mahindra – Mainstreaming Sustainability Through Knowledge Building 148 Case Overview 148 Introduction 149 Chapter Outline 149 Knowledge Management and Sustainability 149 Knowledge Building, Knowledge Management and Sustainability in India’s Automotive Industry 152 Sustainability 152 Mahindra & Mahindra 153 Background 153 Organization and Governance Structure 154 The Mahindra Approach to Sustainability 156 Assessing Internal Strengths, Challenges and Stakeholder Expectations 156 Strengths 156 Challenges 157 Stakeholder Expectations 158 Defining the Approach 159 Organizing for Sustainability 160 Raising Awareness 161 Creating Management Buy-in 162 The Mahindra Sustainability Road Map 164 Achievements and Outcomes to Date 165 External Collaborations and Partnerships 165 Conclusion 166 References 168 Front Matter....Pages i-ix Toward Inclusive Economic, Social and Environmental Progress in Asia: An Introduction....Pages 1-9 Catalyzing Social Innovation – How Intel Helped to Create a Vibrant Social Ecosystem in China....Pages 11-27 Lenovo’s Venture Philanthropy: Evaluating and Planning....Pages 29-53 From Corporate Social Responsibility to Disruptive Innovation: Samsung’s Green Memory Initiative....Pages 55-73 ZTE (CN) Case – Eliminating Digital Chasm....Pages 75-86 BMW i Story: Revolutionizing Sustainable Mobility in Korea....Pages 87-117 Hyundai Motor Company Case – Fostering Social Enterprises....Pages 119-143 Mahindra & Mahindra – Mainstreaming Sustainability Through Knowledge Building....Pages 145-165