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Corporate Social Responsibility is an integral part of a business now days because the customers expect the companies to act in a sustainable and ethical way. This evolves the necessity of ethical marketing and Corporate Social Responsibility for doing a business globally. All the growing firms are now trying to enter into commercial collaborations with non-profit organizations, or work solely to do their part towards society (Cunningham 1997; Mescon and Tilson 1987; Ross, Stutts and Patterson 1991). As Dell is one of the best companies doing business globally, Corporate Social Responsibility is understood and has been practiced well since last decade. Dell has implemented many activates regarding this concept and is still looking to enhance these activities in order to act their part towards society. There are many social programs which have been launched during last decade and many more to come. Some of these programs are discussed below:
Dell Social Innovation Competition
Dell had organized the competitions for bringing ideas to change the world. Recently, Dell has awarded one college group with $50,000 in seed funding. In the whole process of these competitions, hundreds of new ideas had emerged and improved.
Forest Protection and Logistics
Dell is using two-sided approach to reduce the virgin tree fiber use and has increased forest friendly paper use. In 2009, Dell collaborated with one of the best transportation and logistics providers who are keen to deliver damage free and timely deliveries.
Dell is anxious to prepare generation composed of young people from all over the world for having a pool of talented youngsters to serve the company and society through educational initiatives. To make this vision practical, Dell has launched a signature program "Dell TM YouthConnect". This program would be focusing upon making partnerships with nonprofit and nongovernmental organizations. With the budget of over $8 million, 350,000 students would be targeted in 26 organizations in eight countries. These eight countries include India, Mexico, Brazil, China, South Africa, United Kingdom, Morocco and France.
Dell TM YouthConnect
Greener Products and Packaging
Dell has emphasized on greener products and their packaging and have stressed on the use of bamboo as a raw material for this purpose. The main reasons behind selecting bamboo are its local availability, ability to grow quickly (24 inches a day), its strength and durability and it promote healthy soil. In addition to the above features, bamboo packaging is certified as compostable and is verified by Soil Control Lab.
Dell's Greener Products and Packaging
The bamboo is used in about half of the Inspiron Models and Dell Streak. 25 percent post-consumer material is used in boxes. Furthermore, Dell is working with Unisource Global Solutions which is bamboo packaging supplier, to ensure the meeting of highest standards for all the processes.
Dell has aimed to reduce its wastes of packaging with a weight of 20 million pounds by shrinking its volume of cube up to 10 percent and 40 percent increase in recycling contents inside the packaging.
Dell is committed to environmental concerns so much that it has topped the ranking for Newsweek's Greenest Companies in America for 2010. Dell was at number 2 position last year but its hard efforts and commitment to social activities have made it possible to top this category.
There was a survey done by Boston College Center for Corporate Citizenship and Reputation Institute and it was released that in a public perception survey (U.S. companies), Dell was among top 50 companies.
Easy Recycling for Home and Business
Dell offers responsible and safe recycling option for individuals and businesses. There are different options for disposing old equipment and are offered absolutely free. These options are to drop off, to donate or to arrange a pick up. Dell is the first company in United States who banned the export of non-working electronics to developing nations to prevent health, safety and environmental issues. By coordinating with Dell in recycling, we can control electronic wastes by keeping these wastes away from entering landfills as well as cleaning our places from the equipments that we do not need by disposing or donating responsibly. Customers have some other options while selecting Dell for recycling their equipments as business customers can have some confidential data, Dell provide them Asses Recovery Services so that they can protect their sensitive data.
Efficient Carbon-Neutral Operations
Dell is working of producing operations that are carbon-neutral operations. The idea is to minimize the use of energy and emissions of GHG from operations, maximize the purchases of green power and offset the remaining GHG emissions responsibly. Dell has maintained ISO 14001:2004 certification for manufacturing its operations worldwide that is backed by product development and recycling globally which are also certified through ISO 14001. Dell is one of the safest workplace with an impressive health level (better than average health level in the industry).
Energy Efficient Products
Dell aimed to make their desktop systems and laptops more efficient as up to 25 percent. To catch their aim, Dell has launched a campaign 'green by design' for all of its products. These products will be composed of such components that are most energy efficient i.e. integration of Energy Smart and ENERGY STAR as well as exceeding the environmental standards. Dell's multiple displays like E1909WDD, E207WFP, and G2410 etc contain 25 percent recycled content in chassis plastic. LED laptop displays are brought into the market because they consume 43 percent less power even at maximum brightness which has resulted in remarkable cost as well as carbon savings.
Dell TM Green Store
It is a one stop solution that has aimed to facilitate in finding energy efficient products, waste reduction and minimizing the environmental impact. This store combines small and medium products covering different categories i.e. desktops, servers, laptops, monitors, workstations, printers and accessories that are built by considering environmental impact.
Water Saving and Treatment
Water is not used in Dell's manufacturing processes, but they use water in cooling systems, rest rooms, landscaping and general cleaning. Dell has remarkably improved water usage by improving irrigation systems and replacing old equipments with the efficient ones. One stunning feature of Dell's operational system is that its assembly processes are free of excreting industrial wastewater. Furthermore, Dell has located its production facilities in suburbs that provide municipal sewer treatment. Even on-site sanitary sewage treatment is done at some production facilities.
There was an announcement on diversitybusiness.com regarding top 50 organizations for work force diversity. Online elections were happened and over 500,000 diversity business owners got the opportunity to be a part of this election. Dell stood at first place in the list of year 2010 and is named as the number one company in Unites States providing multicultural opportunities. Dell aims to create a culture that can get them access to highly talented workforce, retaining them and provides growth opportunities to them. Dell also sponsors various recruiting events regarding diversity.
Dimensions of Diversity
Source: Workforce America!:Managing Employee Diversity as a Vital Resource,by Marilyn Loden and Judy B. Rosener
Human Rights and Workplace Safety
Dell admits that Business can do a role in protecting human rights but navigating this role is a complex thing to do. Dell culture has a central focus on understanding national laws, values, and different cultures. Workplace safety is an integral part of human rights in Dell culture. It includes some key initiatives discussed below:
Behavior based safety whose primary focus is upon preventions from injuries through person to person behavior observations, changing unsafe behavior through positive reinforcement and developing proactive behavior in human resource.
Employee-led safety and emergency response teams which are made under the conditions of Occupational Health and Safety Assessment Series (OHSAS) and programs based upon Voluntary Protection Programs (VPP).
Ergonomics programs which are used to identify the problems and give solutions to motion related activities to prevent injuries over time.
Workplace health and safety training programs to provide instructions regarding instruments, ergonomics and emergency responses.
Stretching at work shifts start in manufacturing areas so that muscles strains can be prevented during workday.
Partnerships with Academic Institutions
Dell often recruits talent from universities and colleges that have minority populations. Dell has sustained a strong relationship with United Negro College Fund (UNCF). Dell offers graduate and undergraduate students paid internships, financial assistance, hands-on training and housing travel as a part of successive planning for Dell's upcoming human resource. Dell had extended support for Howard University in supply chain management programs. Furthermore, Dell has collaborated with GLBT community in University of Texas to conduct an on-site information session for graduate and post graduate students.