Business Case Studies,Corporate Social Responsibility Case Study, Corporate Social Responsibility at ASUS

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Corporate Social Responsibility at ASUS

Code : CSR0074

Year :

Industry : Computer Hardware and Electronics

Region : Taiwan

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Structured Assignment :Not Available

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ASUS: A Brief Profile The name ASUS came from the last four letters of PegASUS, the winged horse of Greek mythology that represents the inspiration for art and learning. ASUS represented the strength, creative spirit, and purity symbolized by this regal and agile mythical creature, soaring to new heights of quality and innovation with each product it introduced to the market....

ASUS: The journey ASUS was founded in Taipei in 1989 by four people T.H. Tung, Ted Hsu, Wayne Hsieh, and M.T. Liao, who had previously worked at Acer as computer engineers. Until the early 2000s, Taiwan-based motherboard manufacturers including ASUS had not established leading positions in the computer-hardware business. Intel Corporation used to supply any new processors to more established companies like IBM first, and the Taiwanese companies had to wait for around six months for production after IBM received their engineering prototypes...

Social Responsibility Though already involved in charity donations and activities, ASUS formally set up the ASUS Foundation in 2008 to have the resources integrated effectively and to give back to society. Activities promoted by ASUS Foundation were:

  • Sponsoring culture, art, and music activities
  • Narrowing the digital divide
  • Environmental conservation
  • As part of its CSR activity, ASUS collected old PCs from its employees and customers and recycled them for donation to needy users including elementary and junior high schools, and aboriginal communities. ...

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    Environment Responsibility ASUS had – since September 2006 – been running a free notebook take-back and recycling program for its United States customers. According to experts, ASUS was the first Taiwanese company to provide such a service in the United States. In April 2008, ASUS joined hands with Intel and Tsann Kuen Enterprise to launch “PC Recycling for a Brighter Future” in Taiwan, a collaborative take-back program with the objective of collecting and recycling old notebooks, PCs, and LCD monitors in a bid to benefit needy communities as well as the environment....

    Greenasus ASUS was fully committed to creating a sustainable future. The company believed in adopting an eco-friendly approach in every aspect of its business. Keeping this in mind, in 2000, ASUS established the GreenASUS program and subsequently implemented it company-wide in all areas from strategy and research development, procurement, manufacturing and quality control to sales and marketing. Subsequently, ASUS created the GreenASUS philosophy – from internal practices to production processes, to green products and environmentally-aware employees....

    Serasus ASUS constituted the SERASUS (Social and Environmental Responsibility) committee in July 2006 to promote CSR. The ASUS SERASUS Committee was led by the CEO and was composed of representatives from departments devoted to labor rights, environment, and health and safety at the organizational level....

    Eco Design According to ASUS, all products caused environmental degradation at some time or the other,– during raw material extraction, manufacture, distribution, or use or at the disposal stage. In order to avoid environmental degradation by using the concepts of ecodesign, the European Union employed the Integrated Product Policy (IPP) to review the environmental impacts of different stages of a product life-cycle and to adopt the most effective approach to minimize the impact....

    Eco Labels Through the years, ASUS had been aggressively promoting green products. Since 2008, ASUS had the N Series and Bamboo Series notebooks registered as EPEAT (Electronics Products Environmental Assessment Tool) Gold level notebooks, and these products were among the first to be awarded the EU Ecolabel certificates and comply with Energy Star requirements. In 2009, ASUS increased the number of products registered as EPEAT Gold level to all ASUS product lines....

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