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The definition of Corporate Social Responsibility is a responsibility that required by the law for a firm to trail long term goals that are good for the society and the continuing devotion by business to behave ethically and contribute to economic development while improving the quality of life of the workers and their families as well to the local community and society at a large scale.
Corporate social responsibility means conducting business in an ethical way and the interests of a wider community while responding positively to emerging societal priorities and expectations. It's also a willingness to act ahead of regulatory confrontation and being a good citizen in the community.
1.2 BACKGROUND OF TOSHIBA
In the year of 1939, Toshiba was merged by Hisashige and Ichisuke when Shibaura Engineering Works and Tokyo Electric, leaders in their relevant fields, to build an integrated electric equipment manufacturer. The Tokyo Shibaura Electric Company officially changed its name to Toshiba in 1984. Since its initiation, Toshiba has strived to expand their technologies that will benefit the world. Over the past 130 years, Toshiba has introduced a number of innovative firsts in Japan such as incandescent lamps (1890), X-ray tubes (1915), radio transmission tubes (1919), the double-coil light bulb (1921), cathode ray tubes (1924), radar (1942), transistor televisions (1959) and notebook computers (1989).Toshiba's historical focus on research and development has brought numerous new ideas to life.
1.2.1 MISSION OF TOSHIBA
To be a premier consumer electronics company which manufactures and sells innovative and technologically advanced products as it endeavors to improve the quality of life within the global community.
1.2.2 VISION OF TOSHIBA
As a global company, they strongly believe that the challenges faced in our environment offer huge opportunities, with the potential to create a value to both Toshiba and the society in large. Through sustainable products and services, with the help of continuous development, they contribute to a better quality of life for everyone on the planet. Through their organized Environmental Vision 2050 programme, Toshiba is determine to reduce our environmental footprint while offering products and services that help businesses and consumers to reduce theirs.
The aim of Environmental Vision 2050 is to improve the eco-efficiency of all Toshiba's business processes and goods by a factor of five by 2025 and by a factor of ten by 2050, which compared with 2000, will allow people to "lead richer lifestyles in harmony with the earth."
Toshiba aims to make Environmental Vision 2050 a reality by pursuing two corresponding approaches: The Energy Approach, which seeks the finest energy mix for a steady supply of reliable energy & climate change lessening. On the other hand, the Eco Products Approach focuses on creating Earth-conscious goods based on an evaluation of customer value & environmental effects.
Toshiba offers one of the most broad environmental solutions to any global company because of its ability to improve eco-efficiency in both its energy services and electronic goods worldwide. The company plans to continue to rise in their business and mitigating its environmental impact as well with the impact of society in large.
Toshiba believes that the key challenge today is achieving environmental sustainability while supporting the proposed population and economic expansion worldwide during the next several decades.
SECTION 2: Corporate Social Responsibility Activities
As a global company, Toshiba had done numerous activities listed below for the corporate social responsibilities.
2.1 Toys For Tot
Toshiba America Group participated in many activities in helping the underprivileged children such as Toys for tot, the Angel Tree, the Christmas for the Need and the Operation Santa Clause program in Orange country, Pittsburgh, and Chicago, and other communities where Toshiba operate.
Toshiba America Consumer Product (TACP) employees purchased gifts to the local children from financially struggling families on Christmas Day. They brought the Christmas gifts to the Centre for Family Resources and act in a costume of Santa Claus to hand over the gift to the children.
Toshiba Tree Planting Project
Toshiba group is planning to plant a total of 1.5 millions-tree forest by 2025 as part of Toshiba's Environmental Vision 2050. In additional order, they also prune and thin the tree for a proper forest management.
They carried out this project worldwide, In May 2009, Toshiba group donated around 80'000 saplings to the National forest in State of California, United State to restore the forest which was burn in a forest firein 2007. Their employees also did participate in this project as a volunteer.
Other than California, Toshiba group also have their Tree planting project in Ontario in Canada, New York, Texas, New Jersey, Ome City in Japan, Tama City in Japan and various more places worldwide. Many of the Toshiba employees including its management have volunteered, to join in the effort to help protecting their environment.
The Objective of this Project is to protect the forest and to ensure their healthy growth while developing them in accordance in local condition. Through these activities, Toshiba group contribute by creating ecosystems required for the growth of diverse biological species.
To support education in developing countries
In many areas of Asia and Central America, many countries inadequate and unfortunate educational of facilities, a large numbers of children don't even have a chance to have their primary school education. Therefore, the Toshiba Group came up with solutions by building up schools, donated supplies, and sending volunteers around the world to help to improve the school environment. As an integral part of local activities in China, Toshiba group and the China Youth Development Foundation are building two "Toshiba Hope Elementary School." every year. This event was organized by China Toshiba Group where they donated 400,000 rmb annually (about 600 million yen) for the construction funds. On the other hand, Toshiba Group also continuing to donate a number of school supplies to the school. At the end of the year 2008, a total amount of 15 schools had been aided.
Toshiba Youth Conference for a Sustainable Future 2008
Toshiba Group held the Toshiba Youth Conference for a Sustainable Future 2008 in July 2008. Toshiba Youth Conference for a Sustainable Future 2008,is a camp program sponsor by Toshiba International Foundation and was held in Japan. High school students such as from Japan, Thailand, as well as United State joined in together to discuss environmental issues for a week. A total of 19 students from the three countries live together with teachers and volunteers chosen among from the Toshiba group employees who had interest in the environment problem. The benefits of this activities is to ensure the younger generation gain more knowledge about the environment issues, let alone realize how important the environment is to us.
Toshiba Youth Conference for a Sustainable Future also was held again in 2009. Other than Japan, countries such as Thailand and United State high school,as well as Poland high school students also did attend this conference. This will enhance more young students from different countries to have more opportunities to discuss regarding the environmental problems and share among the people around the world.
From 2004 onwards, an Award called Ashita (Japanese for Tomorrow ) was presented by Toshiba group for those who have made an extraordinary involvement to build up and promote a good corporate responsibility activities throughout the Toshiba group worldwide to gain the trust of nation and to make sure the community have a better future.
This Award will let the employees to be more motivated while taking the social responsibility.
SECTION 3: Benefit for Corporate Social Responsibility
The benefits of an organization hope to gain from its involvement in corporate social responsibilities activities are depending on the type of the business they do. Some business will benefit by creating shareholder value. In the current world, investors are investing in companies which have good corporate governance. A responsible business company is the key to its finance and helps to protect it from instability. Other than that, Corporate Social Responsibilities also helps a company to increase efficiency by conserving environment and recycling. Management and employees relations were also crucial in bringing good customer service, productivity and product innovation. Corporate Social Responsibilities activities done by a company will also secure equity and debt capital easily. Other business will benefit by attracting, retaining and developing motivated and committed employees. Some organizations will benefit by winning and retaining new consumers and business customers. It will also improve business reputation and positive publicity. As a result, the organizations can maintain and improve their operating license to operate from the local communities. Networking and speaking opportunities is also a major boost to most of the organizations.
A business with lesser stakeholders to please, their greatest concern appears to be their customers and their own capability to improve the demand for goods efficiently. Business are indicative of that fine managed corporate responsibility actually supports business objectives, particularly among large corporations where improved compliance, status and relationships has been shown to boost shareholders value and profitability. Incorporating corporate responsibility into a business core tactic can also improve its charisma as an employer.