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Corporate Environmental Responsibility: A Case on ITC Limited
Case Title:
Royal Philips Electronics' CSR Drive: Turning Social Innovation into a Sustainable Business Opportunity!
Publication Month and Year : 2010
Authors: J Aagja, J Thadamalla and S Chaganty
Industry: Engineering, Electrical and Electronics
Region:India
Case Code: CSR0071IRC
Teaching Note: Not Available
Structured Assignment: Not Available
OR
Abstract:
The Netherlands-based Royal Philips Electronics, a global leader in health care, lifestyle, and lighting, had been striving hard to integrate people-centric solutions into its products. The drive to improve people's quality of life led the company to reach out to the emerging markets, specifically people at the bottom of the world economic pyramid. The company began focusing on social innovations and made a major move in India with the introduction of a woodstove - a smokeless, fuel-efficient low cost stove. Analysts were of the view that such a product would not only boost Philips' CSR (corporate social responsibility) initiatives but also enhance its competitive scope in these emerging markets. But the challenges in tapping the business opportunities prevailing at grass root level were numerous and critics were sceptical about Philips' success in transforming a social innovation into a sustainable business opportunity.
Pedagogical Objectives:
- To analyse the role of CSR initiatives in an organisations' growth strategy.
- To understand the opportunities and challenges at the bottom of the pyramid.
- To analyse the economic dimensions to the CSR initiatives
- To analyse sustainability issues associated with social innovations.
Keywords : Philips, Corporate social responsibility, Bottom of the pyramid, Saral and Sampoorna, Smokeless cooking solution/s, Fuel efficient stove, Social innovation, Woodstove, Collaborative partnership, Sustainability, Dow Jones Sustainability World Index, Eco-friendly, Strategic philanthropy
