year-old Peter Drucker. With Drucker’s encouragement, the Bright China ManagementInstitute was launched. It now has 25,000 alumni and operates programs in 10provinces and Hong Kong with a staff of 22 full-timers and 10 part-timers.In 2006, the institute was renamed the Peter F. Drucker Academy. The academy trainsabout 5,000 students per year and is targeting 10,000 per year by 2009. The curriculumfocuses on management, incorporating the best management tools and including onlyDrucker-based material with an emphasis on social responsibility. A nonprofit institution,the academy donates all its profits to promoting Drucker’s legacy across China. In fact,it has a department dedicated to social responsibility, which acts as a lighthouse to helpothers chart their management principles. In 2007, the academy donated Drucker archives named “Window to Drucker” to eight universities, launched free Drucker seminars for 2,200 students, and helped student leaders set up Drucker Societies. Theacademy is doubling its efforts in 2008.The Bright China management team’s third strategic investment is in the Bright ChinaFoundation, established to help educate and build entrepreneurial capabilities in ruralareas and prisons. Since 2003, Bright China has invested in the foundation, which hasprovided scholarships to over 19,000 students. Its entrepreneurship program operatesin six rural provinces and is targeting to train 16 million vocational students and a millionprisoners over the next five years. Each of Bright China’s investments is linked to itsoverall goal: to help create a sustainable, functioning society in China with a new kind of managerial culture, and where the level of health care and services for the lessfortunate is elevated. Bright China’s management team is currently revisiting its missionand purpose with the aim of again broadening it to capture emerging socialopportunities, all in the spirit of better serving the society in which it operates. For example, an effort is under way to support the needs of the emerging socialentrepreneurs in Hong Kong.The Bright China model of linking profit, nonprofit, and education under a broader organizational umbrella would be unusual in any nation. That this model was developedin China is compelling evidence of the power of management determination against allodds.
CSR: From Theory to a New Business Practice
Social responsibility will be built into the business theory that drives not just theseorganizations, but many of their competitors
Reprinted from: The Next Management Revolution: Investing in Social AssetsBy Elizabeth Haas Edersheim and Craig Wynett, 06/01/2008