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Corporate Environmental Management Project Report

CSR Strategies for SONY
(With Reference to Indian Electronics Industry)
Submitted By:
Sandeep Srivastava Roll No. 09, ISEM-05 NITIE - Mumbai

Guided By:
Prof. Shirish Sangle

National Institute of Industrial Engineering Mumbai – 400 087

CSR Strategies for SONY December 2006 Page 2 of 17 .

............... CSR View of SONY:.........................................11 Natural Environmental Conservation at Sites:...................................................11 8................7 Product Recycling:.........................................11 8..............................7 6..............................1 For Shareholders:........................................13 8...13 8. The Way Forward:................................................6 5...8 7.................. Conclusion:.................................................................................... Sony Group Environmental Vision:.......................................................11 7.................12 8.............. Introduction:.......................................................................................................................................2 For Customers: ...................3 2................................................1 Corporate Governance:..............6 Environmentally Conscious Products and Services:.8 7......................................................15 10............................................................1 Reversing the Adversity of Outsourcing:..............7 Crisis Management:.....12 8............................................5 Narrowing the Digital Divide:...................................................6 6................................................12 8......................6 6.........3 Supply Chain Management:................................................10 7......................................................................................................5 5...............................................................................................16 Page 3 of 17 ..........................2 Compliance:............................5 4............5 5.........1 1....................................................11 Employee Travel:...... References:.....................................14 8........................................5 5.......12 Female Representation:.9 7...................10 7..................................................10 Sustainable Food Service:........................... Table of Contents: CSR Strategies for SONY........................................2 Better Management of E-waste:................................................................................................4 Safety of Female Employees:....................................................4 3......1 Approaches to Environmental Issues:..............6 6...........................................................6 6...........................8 Global Warming Prevention Measures at Sites:.........3 Trade Union of Professionals:........................................................................................................................13 8..........................10 7.....CSR Strategies for SONY 1..14 8............................................4 For the Community: ... Management-oriented CSR Practices:....................................14 9..................................... Table of Contents:..8 7.............................................9 Green Building Design:..10 7...9 Resource Conservation at Sites:.....................9 7...............................6 Responsible Content Use and Privacy of Data:.........................10 7...........................................8 Trade-in and Take-back Option:...........11 8.........10 7...................................10 Chemical Substance Management at Sites:...............14 8............3 For Employees: ................ About SONY Group:................2 Approach to Business Activities:...............................................11 8.........................3 Energy Saving and Resource Conservation:...................................5 Reduction of Environmental Impact in Logistics:..............4 Management of Chemical Substances in Products:.... People-oriented CSR Practices:.........

Introduction: Corporate Social Responsibility (CSR) can be defined as the set of practices and behaviours that firms adopt towards their labour force. the role of CSR has evolved considerably over the years. CSR is still perceived as a philanthropic practice. With the recent economic development in India. and legal. Originally considered an extraneous practice. Combining profit-making and profit-sharing. traditional sectors are becoming more and more diversified.CSR Strategies for SONY 2. This definition of CSR focuses primarily on what firms actually do in these domains as opposed to what they ought to do. although not necessarily practiced consistently. However. towards the environment in which their operations are embedded. the electronics sector is now commonly divided into the following groups: consumer electronics. CSR not only pertains to what the corporations do and how. firms. and the engagement of stakeholders at various levels. For many. in which all stakeholders share a common goal of achieving working conditions that are safe. Page 4 of 17 . It is the product of ongoing interactions between the state. while being simultaneously profitable. CSR can be an effective business strategy. towards authority. business practices founded on ethics. e-waste management falls under the realm of CSR in this sector. The nature of diversity in this one sector requires a careful examination of the scope for CSR as a philosophy. telecom equipments and cables. but also pertains to the development of relationships between stakeholders. but rather as an evolving process suited to the nature of business within this sector. electronics instrumentation. The immense possibilities of the electronics sector. reinforce the importance of CSR and CSR awareness in this sector. For example. and methodology for better business practices. electronic components. and other civil society actors. but gradually perceptions of CSR as more than an aspect of the philosophy of business are gaining prevalence. strategy. and computer hardware. CSR as a philosophy and practice is not a new concept within India. CSR in relation to policies and practices in the electronic hardware and manufacturing sector has a serious impact on a large segment of unorganised workforce employed within this sector directly or indirectly. CSR should not be viewed just as a philanthropic practice within the electronics sector. and is considered by some to be a wellintegrated component of business practice. and towards civil society. Similarly. secure. The future of CSR in the electronics sector will be largely based upon how the sector itself develops. The ways in which CSR is being integrated into the electronics sector vary because the issues and needs within this sector are so dynamic. and a commitment towards community have been long-standing characteristics of the business world.

including shareholders. Entertainment (such as motion pictures and music). Sony adopted a ‘Company with Committees’ corporate governance system under the Japanese Company Law. 4. local communities and other organizations.1 CORPORATE GOVERNANCE: Sony is committed to strong corporate governance. With this history. Not only does it represent a wide range of businesses. but also it remains globally unique. Its aim is to fully leverage this uniqueness in aggressively carrying out our convergence strategy so that it can continue to emotionally touch and excite its customers [10]. CSR View of SONY: The core responsibility of the Sony Group to society is to pursue the enhancement of corporate value through innovation and sound business practices. Sony has witnessed plethora of changes in its management structure to achieve its CSR objectives. business partners. thereby promoting the prompt and efficient management of the Sony Group. Page 5 of 17 . About SONY Group: The Sony Group is primarily focused on the Electronics (such as IT products & components). Sound business practices require that business decisions give due consideration to the interests of Sony stakeholders. In addition to complying with the requirements of laws and regulations. Sony’s management has brought about various CSR initiatives as a part of its commitment for sustainable society. customers. Management-oriented Practices: CSR Sony celebrates the 60th anniversary of its founding in 2006. Sony also has introduced its own mechanisms to help make its governance system even more sound and transparent. suppliers. Under this system. including strengthening the separation of the Director’s function from that of management and advancing the proper functioning of the statutory committees. employees.CSR Strategies for SONY 3. the Board of Directors defines the respective areas for which each Corporate Executive Officer is responsible and delegates to them decision making authority to manage the business. and Financial Services (such as insurance and banking) sectors. 5. The Sony Group recognizes that its businesses have direct and indirect impact on the societies in which it operates. Game (such as PlayStation). The Sony Group will endeavor to conduct its business accordingly [1]. As a part of this effort. 5.

respect human rights. confidence and satisfaction.1 FOR SHAREHOLDERS: Sony strives to provide timely. Since the start of its operations. Sony believes it is essential to develop bonds of mutual trust. 6. accurate and understandable disclosure of corporate information to shareholders and investors worldwide and proactively communicates with them through its investor relations (IR) activities. and equal opportunity means providing all suppliers with a level playing field. 6.3 SUPPLY CHAIN MANAGEMENT: Sony bases its selection of suppliers and OEM suppliers on objective standards. transparency and equal opportunity in its procurement operations. 6. People-oriented CSR Practices: Sony’s stakeholder mainly involves its shareholders. transparency means not acting arbitrarily. customers. adopted and implemented the Sony Group Code of Conduct. Sony is committed to fair business practices. fair. protect the environment and adhere to the Sony Group’s basic policies on the safety of products and services. in order to reinforce the company’s worldwide commitment to integrity and help assure resources are available for employees to raise concerns or seek guidance about legal and ethical matters. fair business practices mean purchasing according to established policies and procedures. Sony has considered customer satisfaction (CS) as Page 6 of 17 .2.1 PRODUCT QUALITY AND CUSTOMER SATISFACTION: Sony is wholeheartedly committed to improving product and service quality from the customer’s viewpoint. compliant. Sony has established a Compliance Office at its corporate headquarters and regional offices around the world.2 COMPLIANCE: Ethical business conduct and compliance with applicable laws and regulations are fundamental aspects of Sony’s corporate culture. Sony expects these parties to comply with applicable laws. To this end.2 FOR CUSTOMERS: Customers form a vital audience of CSR initiative in Sony and it adopts chiefly two strategies to cater them: 6. In Sony’s procurement operations. Sony’s goal is to gain its customers’ total trust. full. employees and community and it adopts various practices to cater the CSR needs of all its stakeholders to the best possible way. 5.CSR Strategies for SONY 5.

which is essential in conveying management policies to employees and encouraging employees to voice their opinions.3. To this end. Sony is focusing on promoting diversity among its personnel as a significant component of CSR and believes firmly in the importance of understanding and reflecting diverse views in its business operations.3 FOR EMPLOYEES: As of the end of fiscal 2005.3. Accordingly.3 HUMAN RESOURCES SYSTEM AND PERSONNEL DEVELOPMENT: Sony aims to build an appealing workplace that inspires the fulfillment of the creative and innovative potential of all Sony employees. 6. All workplaces around the world share common policies and visions while respecting the diverse cultures and practices of the countries and regions in which they operate.500. Sony also values communication between management and employees.2 MAKING PRODUCTS EASIER TO USE: With technological innovation.1 EMPLOYMENT AND EMPLOYEE–MANAGEMENT RELATIONS: It is the policy of the Sony Group to adopt sound labor and employment practices and to treat its employees at all times in accordance with the applicable laws and regulations of the countries and regions in which it operates. healthy. Sony also strives to provide employees with sufficient opportunities.CSR Strategies for SONY fundamental to its operations and has therefore given top priority to providing customer-oriented products and services. efficient work environments free from discrimination 6. the total number of Sony Group employees was approximately 158.2. 6.3. Sony has undertaken various CSR measures for its employees like: 6. 6. The Sony Group Code of Conduct enacted in May 2003 establishes the following general provisions as the basis for human rights related rules and activities throughout the Group:  Equal employment opportunities  Prohibition of forced and child labor  Sound employment/working conditions  Safe.2 DIVERSITY AND EQUAL OPPORTUNITIES: Sony is committed to respecting human rights and providing equal opportunities. products are becoming increasingly advanced and multifunctional while at the same time also becoming more complicated. education and training like:  Employee Opinion Surveys  Work-Life Balance Page 7 of 17 . Sony has identified ‘usability’ as an essential aspect of product quality and is taking steps aimed at making it easier for people to use Sony products and services.

1 APPROACHES TO ENVIRONMENTAL ISSUES: Sony recognizes how closely linked its business activities are to environmental issues. 7. to help address the needs of communities in regions around the world where Sony conducts business.2 LOCAL INVOLVEMENT: With the goal of fostering positive relationships with the communities in which they operate.3.4 FOR THE COMMUNITY: Community-initiatives form an integral part of any CSR leader and Sony also practices different measure to address many of the community-based CRS issues.CSR Strategies for SONY     Awards for Employees Contributing to the Creation of Sony Value Developing Future Business Leaders Fostering Local Leaders Employee Training Designed to Satisfy a Variety of Needs 6. Some of the Employee Volunteer Initiatives are:  Someone Needs You [1]  Sony Matching Gift Program [1] 6. 6. 7.4. on the global as well as regional levels and is committed to applying the following strategic approaches to the four key environmental issues outlined below. Sony Group companies.4. It utilizes eco-efficiency to manage progress toward the target. offices and foundations engage in a variety of activities to address local needs and encourage employees to play an active role in their communities through an extensive employee volunteer activity support system.4 WORK ENVIRONMENT AND OCCUPATIONAL HEALTH & SAFETY: Sony strives to adopt sound labor and employment practices and to maintain a healthy. It has taken initiatives for risk assessment of workplaces and combating HIV/AIDS among its employees and community members. 6. Sony Group Environmental Vision: The Sony Group Environmental Vision presents a vision and basic approaches for environmental management activities throughout the global Sony Group with the aim of creating a sustainable society.1 SOCIAL CONTRIBUTION ACTIVITIES: Sony undertakes a wide variety of social contribution activities in fields in which it is best able to do so. safe and productive work environment. Page 8 of 17 .

after-sales services.CSR Strategies for SONY 7. The cycle begins with the initial planning for new business activities and continues through the product and service development.2 APPROACH TO BUSINESS ACTIVITIES: Sony is committed to a program of continuous improvement of global environmental management systems throughout the entire business cycle. 7.3 ENERGY SAVING AND RESOURCE CONSERVATION: Sony continues to implement measures aimed at reducing the environmental impact of its products throughout their life cycles.3 MANAGEMENT OF CHEMICAL SUBSTANCES: Sony will maintain strict control over the chemical substances it uses.1. product use.4 NATURAL ENVIRONMENT: Sony recognizes the importance of maintaining the earth’s biodiversity by protecting the ecosystems that make up the earth’s forests and oceans and the wildlife they sustain. marketing and after-sales service  Post-use resource management 7. and will take constructive steps wherever possible to contribute to the preservation of the natural environment. The Sony Group Environmental Vision defines Sony’s approach to the following eleven topics:  Compliance with regulations  Corporate citizenship  Disclosure of information and effective corporate communications  Education  Business planning  Research and development  Planning and design of products and services  Parts and materials procurement  Site management  Distribution. sales. while taking steps wherever possible to reduce. substitute and eliminate the use of substances that are potentially hazardous to the environment.1. These Page 9 of 17 .1. Efforts will include reducing the volume of materials and water consumed and recycling and reusing these and other resources wherever possible. 7. 7.1 GLOBAL WARMING: Sony is committed to reducing energy consumption and emissions of greenhouse gases generated by business activities throughout the life cycle of Sony products and services. 7. marketing. disposal and recycling phases.1.2 NATURAL RESOURCES: Sony will continue to improve resource productivity in its manufacturing processes.

Sony is tasked with the collection and recycling of end-of-life products. Through its unique ideas and innovative technologies. energy conservation is promoted and renewable forms of energy that do not emit greenhouse gases are being introduced. Sony creates products that offer new ways to have fun and give better image and sound quality. Accordingly. At all of Sony’s sites. energy is used efficiently. which contribute to global warming. which are to provide greater pleasure and exert less of an impact on the environment. At the same time. improving packing procedures and increasing transportation efficiency.8 GLOBAL WARMING PREVENTION MEASURES AT SITES: Sony is making extensive efforts to reduce its emissions of greenhouse gases.5 REDUCTION OF ENVIRONMENTAL IMPACT IN LOGISTICS: Sony is working to reduce the environmental impact arising from the transportation of parts and products by realizing a modal shift. Sony also creates better ways to be environmentally conscious.4 MANAGEMENT OF CHEMICAL SUBSTANCES IN PRODUCTS: Sony recognizes the importance of efficient supply chain management in facilitating management of chemical substances in its products. 7. reduction or elimination of a range of hazardous chemical substances. and testing to gauge progress at various stages up to and including shipment. design and engineering stages. setting targets for reducing power consumption and resource use. 7.7 PRODUCT RECYCLING: With the aim of effectively using limited resources and respecting the principle of extended producer responsibility. Sony has deployed an advanced management system to facilitate the control. 7. 7. Page 10 of 17 . 7.6 ENVIRONMENTALLY CONSCIOUS PRODUCTS AND SERVICES: Sony designs its products from two perspectives.CSR Strategies for SONY measures encompass performing life cycle assessments at the planning. Sony is committed to developing new recycling systems tailored to the requirements of different regions and countries. The goal is to utilize a range of recycling methods to achieve zero landfill waste.9 RESOURCE CONSERVATION AT SITES: Sony sites pursue various ways to use resources efficiently while also reducing waste generation. while providing greater stamina. 7.

8. some other corporate is outsourcing some of its non-core processes to Sony (e. Sony is striving to achieve unequivocal. Sony is also in the process of shifting many of its manufacturing operations to India mainly because of the availability of the cheap labour. There are many CSR strategies that Sony can adopt to cater to the needs of the stakeholders of electronics industry. and that anyone interested would be given assistance in retraining. As the business of outsourcing has boomed. Sony is also continually looking for substances to use as alternatives. sustained reductions in the use and emissions of certain chemical substances that may be hazardous to the environment as well as people.CSR Strategies for SONY 7.g.10CHEMICAL SUBSTANCE MANAGEMENT AT SITES: Recognizing the potential long-term impact of chemical substances. At the same time.11NATURAL ENVIRONMENTAL CONSERVATION AT SITES: Sony is taking steps to reduce the environmental impact of its business activities. 8.. So. and consumers voiced anger and concern over the loss of domestic jobs. Sony can take significant steps to handle this problem. 8. The Way Forward: Sony is undoubtedly one of the leaders following best CSR practices all over the globe.2 BETTER MANAGEMENT OF E-WASTE: Growth in electronics industry has resulted in rapid increase in the use and disposal of electronic products. In case.1 REVERSING THE ADVERSITY OF OUTSOURCING: Traditional mindset says that outsourcing and CSR doesn’t go hand-inhand. finding a new position within Sony. As a result. huge quantity of e-waste has been generated. it is working to preserve the environment surrounding its sites by cooperating with local communities in such areas as resource recycling. greening and ecosystem protection. but as the same time it can keep on adapting to upcoming sustainability changes and updating its CSR offerings. Page 11 of 17 . It can make sure that none of its employees would suffer involuntary redundancy. employees. unions. This case of reverse investment by Sony can create a significant local employment opportunity that can further be enhanced by upgrading the existing facilities [6]. or finding a position elsewhere. Sony can acquire the unit doing that job previously and make it a wholly owned subsidiary. Sony can participate in off shoring and yet can achieve public commitment to CSR. the transfer of service jobs to low-cost providers in developing country like India emerged as a hot-button issue. 7. As a result. Apple laptops use batteries of Sony).

health and enterprise opportunities that results from limited or nonexistent access to technology. Sony is being required to provide access to technology to underserved communities (usually poor and rural communities) as part of its CSR initiative. Sony can implement pre-employment screening of all vendors. Page 12 of 17 . which generally do not get due considerations. 8. processes. Sony should sell its in-house ewaste not on the basis of who offers the best price but instead on the basis of whose recovery and recycling is done in an environmentally or socially sound manner [6]. including drivers of their cabs. Their methods. are primarily in the informal sector. Moreover.5 NARROWING THE DIGITAL DIVIDE: The digital divide threatens global and national social equity due to the restricted access to educational. 8. There are incidents of rape and tragic murder of female employees when they used to board for their workplaces.4 SAFETY OF FEMALE EMPLOYEES: Sony is a research-driven organisation and a good percentage of the workforce comprises of the female population. This will help these workers to put their issues before the management in much more comprehensive and transparent way and will help Sony to understand the work-related problems of this segment.3 TRADE UNION OF PROFESSIONALS: Sony can facilitate its R&D employees and other employees related to non-manufacturing domain to form a trade union of professionals and get it affiliated with Registrar of Trade Unions. first of its kind in India [12]. who collect the e-waste. and disposal methods are not environmentally or socially responsible. and can share digitised record and radio frequency with police [13] [14]. Sony can help such recovery recyclers in organising themselves and can provide them with training related to state-of-art practices on collection and segregation of e-waste as only a small part of e-waste is hazardous so its segregation from nonhazardous is a crucial activity. Sony can realize the importance of self-defence and assist its employees in handling any situation. This can be implemented in similar way as what has been done for the Union of ITES Professionals. Female employees can be trained to cope with variety of situations such as sexual harassment and robbery.CSR Strategies for SONY Recovery recyclers. 8. Moreover. This issue will affect all sectors of the industry and all sectors should address it. The undeserved sector of society forming the bottom of the pyramid represents a massive potential market for Sony that it can tap by such initiatives [5]. In this context.

recycling. Sony can allow customers to trade in old Sony products for credit toward the purchase of new Sony products. Sony can have a multifaceted plan to respond consistently and effectively to any kind of event. In this regard.6 RESPONSIBLE CONTENT USE AND PRIVACY OF DATA: In the information age. bomb threats. Threats could include events involving injuries to multiple employees. This is similar to what has been adopted by Bell – Canada for its unique customer handset take-back program [5]. floods. Page 13 of 17 .7 CRISIS MANAGEMENT: Sony is basically a manufacturing-based organisation and hence its operations as well as stakeholders are prone to many natural disasters like earthquake. By engaging stakeholders in this way.8 TRADE-IN AND TAKE-BACK OPTION: As a part of its CSR philosophy. This would encourage customers to return used equipment to Sony for recovery or recycling in efficient and environmental-friendly way. but also to understand the attitudes and expectations of our stakeholders on privacy and security issues related to Sony's business. sensitive and confidential data is routinely stored in or transmitted across computer networks. customers and stakeholders. customers with no plans to purchase new Sony products or to use trade-in credits can still send equipment to Sony for proper treatment. customers. severe weather and earthquakes. protection of computers from viruses and prevention of human rights violations through abuse of data. and other crises affecting multiple buildings. Sony can adjust its policies and practices for managing these issues as the environment and expectations change [2]. These situations include fire alarms. critical business functions. or the community. Sony can design its offerings in such a way to ensure customer privacy. They can have a Safety and Security Team that is responsible for day-to-day monitoring of events that may adversely affect the well being. There could also be a Theatre Crisis Management Team to respond to situations within a geographical region that pose threats to employees. crimes in progress. Moreover. And hence it becomes ethically important for equipment manufacturers to ensure the safety of such data. and suspicious odours.CSR Strategies for SONY 8. Through this program. from a local site emergency to a large-scale community disaster to a health pandemic. property. At the same time. Consumer trust and confidence is critical to Sony's business and hence a core component of Sony's CSR policy can be to create products that protect data. and environmentally sound disposal. 8. The objective is not only to meet the legal requirements for managing private information. recovery. 8. etc. safety and security of employees. power outages. tsunami. Sony can refurbish many of these activities and then can donate it for charity purpose to the needful through NGOs.

and indoor environmental quality. Sony can also encourages the use of public transportation through commuter benefits programs. Sony’s cafeterias can purchase locally sourced fish when available and follow the Monterey Bay Aquarium Seafood Watch guidelines for sustainable seafood. It can also encourage its cafeterias to participate in composting and recycling such as conversion of waste vegetable oil to bio-diesel for use in powering traditional diesel vehicles [2]. materials selection. Since Sony is expanding its business in developing countries in India. it can seek LEED certification for its new manufacturing centre facilities in the United States. The result is superior flavour and nutritional value as well as reduced emissions associated with transport.11EMPLOYEE TRAVEL: By encouraging home and remote tele-working. India. which may qualify in their current state [2].S. salmon served should be wild. including:  Subsidized public transportation passes  Rides home for car-poolers in an emergency  Intra-campus shuttle services 8. It can also purchase meat and dairy products free of growth hormone and antibiotics. 8.9 GREEN BUILDING DESIGN: The U. Sony can serve the food need of its employees in a healthier and environmental-friendly way. Electronics industry is less attached to the traditional Page 14 of 17 .CSR Strategies for SONY 8. designed to protect the ocean from over-fishing. In addition. as well as for many of its existing buildings. Sony can help its employees contribute to their business anywhere at any time. In this regard. Green Building Council has developed guidelines under its Leadership in Energy and Environmental Design (LEED) certification governing sustainability. and other countries. Sony can purchase seasonal and regional produce from local farmers within a 150-mile radius of campus and serves it within 48 hours of harvest.12FEMALE REPRESENTATION: Sony can take a lot of step for the welfare of its female employees and to have their significant contribution both at managerial and well as workforce level. water savings. which reduces real estate costs for the company and decreases rush-hour commutes and the pollution associated with them [2].10SUSTAINABLE FOOD SERVICE: Sony employs thousands of employees and taking care of their well being is one of the most important component of its CSR activities. For example. and tuna served is caught with dolphin-safe techniques. 8. energy efficiency. not farmed.

counselling against harassment & abuse. Conclusion: Electronics sector in general and Sony in particular. Corporate responsibility is firmly anchored in Sony's values and is integrated into its corporate business principles. It needs to be embedded in the way it do business . There are significant gaps between the performance of leadership companies and their competitors. The first of these includes work-life balance initiatives.in human resources. a sense of isolation in technology companies. so we have both opportunities for positive change and proven leadership models with which those solutions can be enacted. health and safety. Sony can take many steps to overcome such barriers. is a leader in corporate social responsibility despite a number of core challenges. family planning programmes. first aid training. environment. public affairs. investor relations.CSR Strategies for SONY business model and more open to an equal workplace. It also firmly believes that a company’s social responsibility profile would require an endless list of ingredients and to identifying priorities for future action. its commitment of socially responsibility and environmentally conscious. the most significant under-representation of women is at the board level and hence Sony should make a point of recruiting female board members and should offer training and mentorship possibilities to potential board candidates. In particular. raising awareness of HIV/AIDS. and its understanding that its actions improve the health of its own business as well as the health of the global community. and such leader companies are routinely at the top of environmental and employee relations rankings. and. Sony should try to address four major barriers for women that are exclusionary corporate culture. 9. taking into account not only economic but also environmental. purchasing. corporate responsibility is simply good management and its not extra or superfluous. quality. Page 15 of 17 . Its CSR practices demonstrate its culture of giving back. and every other aspect of the corporate life. legal. special clinics for pregnant mothers. Other initiatives include career advancement through training in skill and knowledge building activities. In the dictionary of Sony. a lack of strategic and objective recruitment. and lack of support to deal with competing demands of work and family. which range from installing a health-centre in factories for employees to conducting health and hygiene-related programmes which include raising awareness of sexual and reproductive health. community and workplace performance. Sony undoubtedly believes that corporations have a responsibility to consider the broader effects of their operations on the communities in which they do business. which includes the provision of IT-related training and empowering women through training in language skills [5]. Sony's vision and strategy are to drive increasing sustainability.

July 2006 CISCO Corporate Citizenship Report 2006 .info/21OCT2004.thehindu. 2006 HP 2006 Global Citizenship Report .Europe.indiatimes. University of California.CSR Strategies for SONY 10. Berkley Maximizing the Benefits of CSR for SMEs participating in Regional and Global Supply Chains .Richard Welford.Ritu Kumar.sony. Inc. London.html [11] http://www.com/fe_full_story.Hewlett-Packard Development Company.ASK-Verité The State of CSR in India 2004 .References: [1] SONY CSR Report 2006 .Canadian Business for Social Responsibility CSR Bulletin for the ICT Sector . 2006 Intel Global Citizenship Report 2004 .html [12] http://www.ht m [13] http://www.Intel Corporation. 2004 Corporate Social Responsibility Trends in the High-Tech Sector .SONY Corporation.CISCO Systems.pwc.com/2006/01/26/stories/2006012617190400. TERI .eicc.cms [15] http://www.com/extweb/industry. University of Hong Kong [2] [3] [4] [5] [6] [7] [8] [9] [10] http://www.nsf/docid/ E44DA7E59D1E4C19852570D2007527C9 Page 16 of 17 .financialexpress.Tira Foran.php? content_id=113277 [14] http://timesofindia.net/SonyInfo/CorporateInfo/index.com/articleshow/1410984. United Kingdom Corporate Social Responsibility At Nine Multinational Electronics Firms In Thailand: A Preliminary Analysis .

CSR Strategies for SONY [16] http://www.cgi/2140.com/news/article.html Page 17 of 17 .socialfunds.