L GHT I UP

Let’s Shine Light from the Dark!

Introduction
Schneider Electric (SE) is a cooperation which has been famous for not only how excellent and profitable their
businesses but also how their businesses achieve society's expectations.
Light it up Vietnam is an annual project of SE which aims for ensuring accessibility of electricity for off-grid
communities by supplying Mobiya Solar Lamp solution. Even though SE has achieved some remarkable successes, this
project is still struggling with some hurdles:
Off-grid communities are not empowered to engaging in their development through the project.
The fundraising campaign does not effectively deliver the company’s shared values to employees and society.
This poster will analyze mistakes of the old project in “Methodology” and “Researches and Findings”; provide
solutions in “Recommendation” then summarize and add our group comments to enhance the project in “Conclusion”.

Methodology Researches & Findings

To evaluate issues, the old project will be examined based on CSR theories in 6 Core Characteristics of CSR
“Researches and Findings” section. Particularly, 6 Core Characteristics of CSR (Crane,
Matten and Spence 2014), Stakeholder Theory (Alhammadi 2018) in Integration perspective
under scope of Triple Bottom Line and CSV concept will be applied to figure out what • The local community’s unawareness happened (Green & Peloza • Despite the benefit towards a
characteristics of CSR; what differences between social value and business value; what 2011) due to no information with regards to the long-term benefit sustainable future with
bottom line (People, Planet, Profit) that old project failed to achieve. of sustainable electricity accessibility has been made. renewable energy is long term
• The ownership experienced by locals the is different from that of for every individual including
In terms of solutions, recommendations will be designed in two steps: Developing a women, that of women’s
distinct CSR strategy and Integration CSR strategy into business (Crane, Matten and true customers (Lombart & Louis 2014). Without after-sale
services, the communities will be left unsatisfied since they would income is still a short- term.
Spence 2014). In particular, the recommendations will set various goals for different
assume Schneider Electric only cares about their brand
stakeholders (off-grid communities, women, employees and society), present benefits of
images/profit rather than heighten the citizen’s life quality.
each solution and how to achieve deliver goals and values through integrating Marketing –
• Lack of engagement from the employees and the public is a
CSR strategy into businesses (Sanclemente-Téllez 2017).
result of the company's inability to plan out a rational competition
to convey the long-term mindset that CSR is to be done daily
rather than a one-off campaign.

Recommendation Multiple Stakeholders Beyond

Orientation Philanthropy
Question 1: Local Communities & Women
Stakeholder Theory

LOCAL COMMUNITIES AND WOMEN

Distributing Mobiya Warranty Long-term jobs for women

Give a free trial for KOL  Reinvesting the $1800 for each 10 households bought  Not only provide financial
(the director) in these lamp into 6-month warranty to create jobs for women. aid but also give them a
places in two weeks tool to make their living.
 Collab with Women Union, list down lowest-income
Sale the lamp for the  Collaborate with
women and ask for the willingness to become
vocational school to give
local people at the price maintenance for our products. educational access for
18$ (discounted price) women in learning the
 The company trains the chosen women in 2-3 weeks about
Volunteer employees in everything on how to repair these machines (Connect to basic skills of fixing
the company come to electric devices.
Vocational Training).
each household (or via
forum) to train people  Each woman will be paid $20/monthly (base wage) and
on how to use it $3/time (commission) for 6 months.
effectively.  Women are responsible for fixing and maintaining, in the
case of the lamp has some problems.

Question 2: Implementing campaigns in daily routine

Donate 120,000 VND each person (Included

water and accessories while jogging).
Extract a part of Lawrence S. Ting Memorial fund
to support “Light it up”.
Marketing Mobiya Lamp to increase sales (For
each Mobiya Lamp – 30$ is sold, SE will help off-
grid women receive new income source).
Golden Coin for donating by growing Cute Pig in Momo
application
• Receiving food or Golden Coin from satisfying
enough walking step every day (500/2000 steps – Creating Shared Values (CSV)
foods, 4000 steps – 1 Golden Coin)
• Receiving food from utilizing Money Transfer or
Payment services on Momo (300 grams/1 Purchase,
3 times/day)
• Receiving food from answering questions of Momo
and share on Facebook (300 grams/1 time, 3
times/day)

Benefits: Deliver shared

values to
stakeholders

Educate long-
term mindset
References:
that CSR is daily
• Crane, A, Matten, D & Spence, L 2014, Corporate social responsibility: readings and cases in a global context, 2nd edn, Routledge, Abingdon, NY.
small conducts • Freeman, RE & Dmytriyev, S 2017, ' Corporate Social Responsibility and Stakeholder Theory: Learning From Each Other', Emerging Issues in Management, no. 1, pp.
7-15.
• Alhammadi, A 2018, ‘Corporate social responsibility: concepts, perspectives, and link with corporate performance: literature review’, International Journal of
Win-win strategy Business and Management Review, vol. 6, no. 2, pp. 1-14.
between SE company • Aminu, H, Harashid, H & Azlan, A 2015, ‘Corporate Social Responsibility: A Review on definitions, core characteristics and theoretical perspectives’, Mediterranean
and others’ networking Journal of Social Science, vol. 6, pp. 83-95.
relationships • Sanclemente-Téllez, JC 2017, ‘Marketing and Corporate Social Responsibility (CSR). Moving between broadening the concept of marketing and social factors as a
marketing strategy’, Spanish Journal of Marketing – ESIC, vol. 21, no. 1, pp. 4-25.
• Porter, M & Kramer, M 2006, ‘Strategy & Society: The Link Between Competitive Advantage and Corporate Social Responsibility’, Harvard Business Review, vol. 84,
issue 12, pp. 78-92.
• Lombart, C & Louis, D 2014, ‘A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction,
Conclusion: trust and loyalty to the retailer)’, Journal of Retailing and Consumer Services, vol. 21, no. 4, pp, 630-642.
In conclusion, even though “Light it up” project has achieved many remarkable milestones, it has to be reconstructed in • Green, T & Peloza, J 2011, ‘How does corporate social responsibility create value for consumers?’, Journal of Consumer Marketing, vol. 28, no. 1, pp.48-56.
pursuing long-term goals for off-grid communities, women, employees and society. Particularly, two recommendations above • Freeman, RE, Hörisch, J & Schaltegger, S 2014, ‘Applying Stakeholder Theory in Sustainability Management: Links, Similarities, Dissimilarities, and a Conceptual
should be integrated and implement into business strategy as well as daily routine for helping company achieve both social Framework’, vol. 27, no. 4, pp. 328-346.
expectations and their businesses’ values. • Maignan, I & Ferell, OC 2004 ‘Corporate Social Responsibility and Marketing: An Integrative Framework’, Journal of the Academy of Marketing Science, vol. 32, no.
1, pp. 3-19.