A PROJECT REPORT ON
CORPORATE SOCIAL RESPONSIBLE INITIATIVE OF SAMSUNG
TO THE UNIVERSITY OF MUMBAI
AS A PARTIAL REQUIREMENT FOR COMPLETING THE
M.COM (ADVANCE ACCOUNTS) SEMESTER II
SUBJECT: STRATEGIC MANAGEMENT
TALARI VEENA BABURAO
ROLL NO.: 51
UNDER THE GUIDANCE OF
MRS. MINU THOMAS
SIES COLLEGE OF COMMERCE AND ECONOMICS,
PLOT NO. 71/72, SION MATUNGA ESTATE
T.V. CHIDAMBARAM MARG,
SION (EAST), MUMBAI – 400022.
This is to certify that Talari Veena Baburao
of M.Com (advance accounts) Semester II (academic year
2013-2014) has successfully completed the project on
CSR initiatives of Samsung under the
Guidance of Mrs. Minu Thomas.
I, Talari Veena Baburao
Student M.Com (Advance Accounts) Semester I (academic year
2013-2014) hereby declare that, I have completed the project on
CSR initiatives of Samsung .
The information presented in this project is true and original
to the best of my knowledge.
Roll No.: 51
I would like to thank the University of Mumbai, for introducing
M.Com( Advance Accounts.) course, thereby giving its students a
platform to be abreast with changing business scenario, with the
help of theory as a base and practical as a solution.
I am indebted to the reviewer of the project Dr. Minu Thomas
,my project guide who is also our Principal for her support and
guidance. I would sincerely like to thank her for all her efforts.
Last but not the least; I would like to thank my parents for
giving the best education and for their support and contribution
without which this project would not have been possible.
TALARI VEENA BABURAO
6 – 10
Chapter 1: Introduction to corporate social
Rational of the study
Chapter 2 : Introduction to Samsung
11 - 13
14 - 21
Chapter 3 : introduction of corporate social
responsibility of Samsung
Chapter 4 : Samsung‘ s CSR Initiatives
Chapter 5 : Samsung awards for its CSR Initiatives
35 - 41
41 – 42
21 - 35
Chapter 1 : Introduction to corporate social responsibility
Corporate Social Responsibility is a complex concept, with no universally accepted definition or
format for evaluation. Difficulties also arise when attempting to evaluate a business or
corporation‘s performance with respect to a particular issue, in this case ageing. CSR‘s
complexity lies in a number of reasons, most notably the broad scope for interpretation of CSR
for each actor involved.
CSR is titled to aid an organization's mission as well as a guide to what the company stands for
and will uphold to its consumers. Development business ethics is one of the forms of applied
ethics that examines ethical principles and moral or ethical problems that can arise in a business
environment. It is widely accepted that CSR adheres to similar principles but with no formal act
Corporate social responsibility (CSR, also called corporate conscience, corporate
citizenship, social performance, or sustainable responsible business/ Responsible Business) is a
form of corporate self-regulation integrated into a business model. CSR policy functions as a
built-in, self-regulating mechanism whereby a business monitors and ensures its active
compliance with the spirit of the law, ethical standards, and international norms. CSR is a
process with the aim to embrace responsibility for the company's actions and encourage a
positive impact through its activities on the environment, consumers, employees,
communities, stakeholders and all other members of the public sphere who may also be
considered as stakeholders.
CSR has been defined as ―a concept whereby companies integrate social and environmental
concerns in their business operations and in their interaction with their stakeholders on a
voluntary basis‖ (European Commission, 2001). However, as the World Economic Forum (2002)
recognised, definitions and approaches to Corporate Social Responsibility (CSR) vary, with
terms such as corporate citizenship, corporate responsibility and sustainable development also in
common usage.. This section will consider the various terms and definitions that have been used
in Corporate Social Responsibility‘s stead, viz.: Corporate governance, Corporate citizenship and
A common approach to CSR is corporate philanthropy. This includes monetary donations and
aid given to local and non-local non profit organizations and communities, including donations
in areas such as the arts, education, housing, health, social welfare, and the environment, among
others, but excluding political contributions and commercial sponsorship of events.
Another approach to CSR is to incorporate the CSR strategy directly into the business strategy of
Another approach is garnering increasing corporate responsibility interest. This is called Creating
Shared Value, Or CSV. The shared value model is based on the idea that corporate success and
social welfare are interdependent.
Potential benefits of implementing a CSR approach
Better anticipation and management of an ever-expanding spectrum of risk.
Effectively managing social, environmental, legal, economic and other risks in an
increasingly complex market environment, with greater oversight and stakeholder
scrutiny of corporate activities, can improve the security of supply and overall market
Improved reputation management. Organizations that perform well with regard
to CSR can build reputation, while those that perform poorly can damage brand and
company value when exposed. Reputation, or brand equity, is founded on values such as
trust, credibility, reliability, quality and consistency. Even for companies that do not have
direct retail exposure through brands, their reputation as a supply chain partner -- both
good and bad -- for addressing CSR issues can make the difference between a business
opportunity positively realized and an uphill climb to respectability.
Enhanced ability to recruit, develop and retain staff. This can be the direct result of
pride in the company's products and practices, or of introducing improved human
resources practices, such as ―family-friendly‖ policies. It can also be the indirect result of
programs and activities that improve employee morale and loyalty.
Improved competitiveness and market positioning. This can result from
organizational, process and product differentiation and innovation. Good CSR practices
can also lead to better access to new markets.
Enhanced operational efficiencies and cost savings. These flow in particular from
improved efficiencies identified through a systematic approach to management that
includes continuous improvement.
Value of CSR .
The most researched and proven financial benefits of effective strategy CSR can be found in the
areas of human resources and talent management , reputation and branding and operational cost
savings . It‘s clear that employees are significantly interested in, more loyal to companies that
proven commitment to corporate social responsibility. As a result, CSR can be used as an
effective strategy to recruit and retain top talent, which has obvious positive implications for the
Core elements of CSR
The Government of India released guidelines to assist companies in India to understand the new
voluntary Corporate Social Responsibility Code. As per these guidelines, the core elements that
one must consider while establishing such a CSR policy are as follows:
1. Care for Stakeholders – Respect the interests of all your stakeholders such as
shareholders, customers, suppliers, society at large
2. Ethical functioning – Ensure that your Company maintains the highest levels of
standards in ethics, transparency and accountability.
3. Respect for Workers‟ Rights and Welfare – Ensure fair treatment of all employees by
instituting policies covering key aspects such as safety, hygiene, training, healthcare,
grievance redressal, anti-discrimination etc.
4. Respect for Human Rights – Ensure that there are no Human Rights violations in the
operations – either with employees, customers, society, production, labour etc.
5. Respect for Environment – Ensure sustainability of key natural resources and optimal
utilisation of land, water, energy to minimize the impact on the environment.
6. Social and Inclusive Development – Respect the area that you work in and the people
that work for you. Include the community through economic and social improvement
RATIONALE OF THE STUDY
This study aims at analyzing the Corporate Social Responsibility of Samsung. The study of
Samsung profile includes Introduction to Corporate Social Responsibility, brief overview of the
company, corporate social responsibility policy and initiatives of Samsung towards education,
employment and towards community.
Source of Data: Secondary Source through surfing internet.
Chapter 2: Introduction to
Samsung SDS, Samsung C&T Corporation, Samsung ElectroMechanics, Samsung Electronics, Samsung Engineering, Samsung
Ever land, Samsung Fine Chemicals, Samsung Fire & Marine and
life Insurance, Samsung Heavy Industries, Samsung Securities, etc
Geographic areas served
Samsung Town ,Seoul, South Korea
Dr. Oh-Hyun Kwon
US $268.8 Billion ( F.Y2012)
US $30.1 Billion (F.Y 2013)
Apple , Nokia, Sony, Dell, HP, and many others.
For over 70 years, Samsung has been dedicated to making a better world through diverse
businesses that today span advanced technology, semiconductors, skyscraper and plant
construction, petrochemicals, fashion, medicine, finance, hotels, and more. Our flagship
company, Samsung Electronics, leads the global market in high-tech electronics manufacturing
and digital media.
Through innovative, reliable products and services; talented people; a responsible approach to
business and global citizenship; and collaboration with our partners and customers, Samsung is
taking the world in imaginative new directions.
Samsung is known globally for its electronic product and it is one of the successful brands in the
electronic industry. It is an established company almost all around the world. Samsung today
owes much of its success to its Value Innovation Programme. With 6 design labs staffed by 450
people it is serious about understanding what it is consumers need long before considering the
technologies required to deliver them. It believes (and, to be fair, evidence suggests) that success
in consumer electronics can only ever be short term and there is therefore a pressing need for
continuous innovation in order to develop new technology platforms and create products that are
first of its kind in the marketplace.
Samsung Electronics is part of one of the largest multi-billion dollar corporations in the world. In
2007 it exceeded the $100bn mark in annual sales for the first time in its history. This makes it
one of the world's top three companies in the electronics industry where only two other
companies, Siemens and Hewlett-Packard, have posted larger revenues. The name Samsung
literally means ‗three stars‘ or ‗tristar‘ in Korean, reflecting the Samsung Group‘s dominance in
two further sectors: Samsung Heavy Industries and Samsung Engineering and Construction. If
you are talking innovation in Samsung walks the walk and is now the established leader in
consumer electronics, providing a range of leading-edge premium products and, in their own
words, ‗leading the digital convergence revolution‘. In so doing Samsung has made a remarkable
transformation from copy-cat manufacturer to become Asia's most valuable technology
VISION AND MISSION SAMSUNG is dedicated to developing innovative technologies and
efficient processes that create new markets, enrich people's lives, and continue to make Samsung
a digital leader.
Introduction to Samsung CSR.
Samsung is one of the world‘s largest consumer technology companies, with a focus on mobile
phones, televisions and tablets. They also produce medical and healthcare technologies, as well
investing in renewable energy.
1. Employee Relations :
In its reporting on diversity, Samsung places heavy emphasis on hiring people local to the area
they locate to, as well as gender diversity and a prohibition on child labour (Samsung
Electronics, 2012). Samsung has made conscious efforts to diversify its workforce, with a
particular focus on women, people with disabilities and high school graduates, implementing
schemes such as Samsung Barrier Free, which rates buildings the company inhabits based on
how they meet the accessibility needs of people with physical disabilities .
b. Planned entry/exit programmes
Like many global companies, Samsung‘s retirement options vary depending on where and in
which group its employees are based. Samsung Electronics monitors staff turnover, updating its
HR policies as it deems necessary. It also has a career development centre, which is available to
employees who are retiring but wish to find another job or start a business of their own
(Samsung Electronics, 2009).
c. Mentoring Programmes
Samsung makes use of both mentoring and training programmes for employee development,
particularly for foreign and female employees. Samsung also operates a number of mentoring
programmes as part of its support for employee volunteer programmes, detailed below.
Employee flexibility options for employees differ across the various Samsung groups. In 2009,
Samsung Electronics introduced a flexible work schedule in its TV, mobile and consumer
electronics and expanded to all divisions in 2010.
2. Customer Relations
a. Product/service design and accessibility
Samsung is involved in a wide range of industries, from shipbuilding to chemicals, it is most
widely known for its electronic products, from smart phones and tablets, to televisions,
particularly its flagship ―Galaxy‖ range of Android OS powered products. Samsung Electronics
designs according to an accessibility statement that promises to ―develop innovative technologies
that broaden accessibility for everyone‖ and ―build and online content environment that is
convenient for every user‖ (Samsung Electronics, 2012). Samsung also produces other phones
designed for accessibility, such as the Samsung ―Haven‖, which also has a large, bright display
and buttons, ―One-touch‖ access to emergency numbers and a management feature that can store
health related information such as allergies and medication (Samsung, 2012).
b. Premises location/design
Although Samsung has a very limited number of retail stores worldwide, its presence in Europe
is limited to third party shops. It also has an online shop, though this is not available in every
territory, nor does it stock a complete range of Samsung products. The Samsung website itself
provides a number of tutorials on how to use the website and adjust computer settings to fit the
customer‘s needs in its guides.
Although Samsung produces a wide variety of products, including handsets designed specifically
older people, the bulk of its promotional spending is in aid of their Galaxy range of devices.
Samsung are also a worldwide partner of the Olympics, and featured prominently in the London
2012 Games. Released in September, 2012, a video titled ―The Next Big Thing is Already Here‖,
features young people all waiting enthusiastically for a new, unnamed phone (Samsung Mobile
a. Company Programmes
The majority of Samsung‘s community programmes have an environmental focus. However, it
does operate a number of socially focused initiatives. Founded in 1989, the Samsung Welfare
Foundation is dedicated to developing childcare services in lower income areas of South Korea
and its primary programmes all have a focus on children and teenagers (Samsung Welfare
Foundation, n.d.). The foundation is in line the priorities identified by Samsung Electronics in
1995; the disabled, environment preservation and ―informatization‖ for society (Samsung, 2008).
Samsung also runs the Samsung Digit ALL Hope programme, which provides funding for
technology projects that focus on the empowerment of young people or those with disabilities.
b. Participation in other initiatives
The majority of Samsung‘s partnerships are internal, with internal companies partnering together
to achieve common goals. However, again, these initiatives are focused on the environment, with
no attention paid to the elderly or age related issues.
Corporate Social Responsibility of Samsung.
Based on the belief that integration of CSR into business activities is essential for sustainable
growth, Samsung Electronics makes every effort to listen to the views of internal and external
stakeholders and incorporate them into CSR initiatives.
The recent rise in CSR related inquiries from external stakeholders has increased the need for
timely and transparent information disclosure. In response, Samsung Electronics set up a new
external request handling system to facilitate communication with stakeholders. In 2010, we
received 96 requests from external stakeholders. We effectively responded to these inquiries
through cooperation with the HR, environment and IR departments. Presently, we are expanding
the scope of issues covered in the Sustainability Report and information disclosure via the Web
to communicate CSR issues more effectively.
Vision & Direction CSR
Through active social contribution activities, all Samsung Electro-Mechanics employees put
their best effort to make happy society by assisting and sharing love with local communities.
Social contribution activities for making helping society is mandatory business supporting
activities for corporations. Through sharing-management, Samsung Electro-Mechanics will lead
sharing and assisting corporate culture and bright and happy society by fulfilling social
responsibilities and duties through sharing management.
Compiled with the G3 Guidelines of the Global Reporting Initiative (GRI) and AA1000APS, the
2011 Samsung Electronics Sustainability Report includes the company's profiles as well as its
economic, environmental, and social performance indicators to ensure the full sharing of
information across all sectors. As a new feature in comparison with the previous report, this
report contains the company's CSR vision and strategies. The financial data included in this
report generally represents the corporation's consolidated figures that encompass the
performances of Samsung Electronics' overseas plants. The environmental and social
performance information mainly reflects the domestic subsidiaries of Samsung Electronics. The
data that pertains only to the performance of its headquarters has been footnoted accordingly.
Samsung Electronics will continue to strengthen its data collecting process to expand the scope
of its reporting for future periods.
Corporate Social Responsibility initiatives taken by Samsung.
Samsung has made many CSR initiatives in education, employment, environment & health and
Samsung Smart School
Education : Educating our tomorrow : Samsung is dedicated to improving the use of
technology in education, applying employee expertise to empower youth around the world.
Bridging the Divide :Access to smarter learning environments can lead to enhanced
student performance and reduce the digital divide.
Shaping the Future :When students receive smart education and skills training, they‘re
better equipped for the future.
Smarter Education :Samsung is providing students with access to smarter learning
Samsung Tech Institute
Employment and Community : Samsung provides employees and local residents with the
means to accomplish their goals and improve their community.
Providing meaningful employment opportunities to more people :
As an equal opportunity employer, Samsung is helping more people full fill their dreams
with meaningful employment opportunities.
Investing in local communities :
With its domestic and international reach, Samsung is dedicated to being a respected
company and contributing to the development of the communities it operates in.
Pursuing shared growth strategies
Samsung is always open to cooperating with anyone when it comes to mutually
Samsung LED Solar Lantern
Environment : Samsung practices environmental responsibility throughout its operations
for the benefit of the global community.
Responsible supply chain and product life cycle
Samsung is proud to have strong principles and clear guidelines for protecting the
environment while also regularly assessing partners supplying raw materials on their
worksite safety and environmental protection practices.
By leveraging eco-friendly processes and technology, Samsung is sharing its green
management vision with both employees and consumers.
Responsible facility management
Samsung protects the environment through its green activities, which minimise energy
consumption and reduce carbon emissions
Samsung brings Mobilised medical care to Rural Areas
Health and Medical : Samsung seeks to address the need to increase Healthy Life Expectancy
with the convergence of IT technology.
Leading A Longer, Healthier Life
People are living longer and Samsung is using technology to create personalised and
efficient healthcare solutions so the longer years are about quality, not just quantity.
Meeting Unique Needs
Samsung is developing innovative product solutions to meet the unique needs and
improve the lives of the differently-abled.
Reaching Underserved Communities
Samsung is ensuring remote and underserved communities have access to healthcare by
providing critical medical technology.
Samsung's CSR Initiatives :
Samsung's CSR program in India places substantial focus on providing quality education to
underprivileged children in the country. The company is in the process of setting up Samsung
Smart Classes at Navodaya Vidyalayas in different parts of the country. This initiative is helping
bridge the digital divide in the country while at the same time improving the quality of education
being provided in these schools.
Samsung to Initiate its „Nanum Village' Project in Baidpura Village, Greater
Samsung to improve infrastructure, health and education facilities in the village
Samsung today announced the launch of its ‗Nanum Village' project in India, with the
adoption of Baidpura village near its Noida manufacturing facility. One of the first of its kind
CSR initiatives by Samsung in India, the Nanum Village project will see Samsung bringing in
several improvements in the infrastructure, health and education facilities in the village.
Mr. B.D. Park, President and CEO, South West Asia, Samsung Electronics and Mr.
Rama Raman, Chairman and CEO of Noida and Greater Noida launched the project in the
presence of Ms. Grace Lee, Head of Community Relations, Samsung Electronics and Mr.
Hiralal Gupta, District Magistrate of Gautam Buddh Nagar along with other officials from
Greater Noida Authorities.
Speaking on the occasion, stated Mr. B. D. Park, President and CEO, South West Asia,
Samsung Electronics, "The ‗Nanum Village' is one of our global corporate social
responsibility programs and we are happy to introduce this program here in India. There is a
strong principle of sharing that underlines harmonious living in communities. The Nanum
Village concept evolves from this principle to provide residents with benefits that will
improve the quality of their life."
As part of its Nanum Village initiative, the Company will construct a community
centre for Baidpura residents at the Sri Sant Vinobha Bhave Inter College, which will house
recreation facilities, a library as well as computers for the benefit of the community. With
education as a strong focus for its Corporate Social Responsibility initiatives, the Company
plans to set up a Smart Class in the school. By providing computers, tablets and Smart board
in the Samsung Smart class, the Company plans to enrich the quality of education being
provided to the students and open up a whole new world of possibilities for them. The
Company will also carry out other health and community development initiatives at Baidpura
going forward. The Nanum Village project in Noida is the latest addition to several CSR
projects undertaken by Samsung in India.
Samsung ; CSR initiative in Sriperumbudur, Tamil Nadu
A group of volunteers from Samsung Electronics' headquarters in Korea have been working in
Sriperumbudur, Tamil Nadu and now in Delhi, for the past three weeks, as part of the
Company's global employee volunteer program. The volunteers set up a Samsung Smart Class
in the Keeranallur Government High School, carried out repair works in the school, taught
students basic hygiene and involved them in various physical education activities. Some
volunteers also supported health check-up camps organised by Samsung India in around 10
villages in Sriperumbudur. Samsung volunteers are currently working in the Sarvodaya
Secondary School, Sawada carrying out educational activities.
SRIPERUMBUDUR (Tamil Nadu): Strengthening its commitment to contributing to the
communities where it operates, employees from Samsung Electronics‘ headquarters in Korea
participated in a unique employee volunteer program, focused on educational initiatives in
India. As part of this Program, these volunteers set up the first Samsung Smart Class in the
Keeranallur Government High School in Sriperumbudur, Tamil Nadu.
Mr. R. Suryanarayan, District Education Officer, Kancheepuram along with Mr. Ookki Kim,
Managing Director, Samsung Chennai factory inaugurated the Samsung Smart Class. ―It is a
proud moment for us as we inaugurate the Samsung Smart Class in the Keeranallur
Government High School ‖, said Mr. Ookki Kim, Managing Director, Samsung Chennai
Factory. ―The Samsung Smart Class that has been set up by Samsung volunteers will
undoubtedly contribute to improving the quality of education provided to the students in this
school. Samsung‘s employee volunteer program is one of Samsung Electronics‘ global CSR
programs. Through our Corporate Social Responsibility programs, we are harnessing our
legacy of innovation to transform communities and their lives for the better while opening a
new world of possibilities for them.‖
The Samsung Smart Class is equipped with 20 computers and will be the first step towards
ensuring that the 300 students of this school from classes 6 to 10 get basic computer education
on a regular basis. The Samsung Smart Class is one of several initiatives that the volunteers
undertook. Besides setting up the computers, they also helped improve other facilities in the
school by carrying out repair works on the water tank and toilets. They regularly interacted
with the students and taught them basic hygiene and involved them in various physical
education activities. In addition, some volunteers also supported Health Check up camps
organised by Samsung India in around 10 villages in Sriperumbudur.
Speaking on the occasion, Nohcheon Park, the group leader of the volunteer team from Korea,
stated, ―We are happy that our work has come to fruition today with the inauguration. We
hope that the Samsung Smart Class will serve as an enabler to help these children realize their
potential. We are thankful to Samsung Electronics for giving us the opportunity to come here
and participate in this initiative.
Samsung CSR Initiative in Bangalore
Mahatma Gandhi once said- “The best way to find yourself is to lose yourself in the
service of others.”
Employees of SRI-B strongly believe in the same.
SRI-B SEVA is one such initiative by Samsung R&D Institute India - Bangalore(SRI-B).
Promoted by Samsung R&D Institute India - Bangalore and driven by it's employees, the
Foundation works in Bangalore Karnataka with key focus on providing education and social
support for underprivileged children SRI-B SEVA currently supports a non-funded orphanage
housing around 100 young children whose lives suffer paltriness of parental affection and a
paucity of resources.
Employees donate on voluntary basis for this cause. That apart, special occasions and festivals
call for a celebration to add colours of smile in the lives of the young ones. SRI-B SEVA also
involves these children in all its grand happenings like the annual celebrations.
This apart, SRI-B SEVA also organizes blood donation camps for various blood banks and
hospitals in Bangalore and also other donation drives like books, clothes, old PCs etc.
Corporate Social Responsibility of Samsung in world wide.
Samsung Engineering seeks to improve conditions around the world through our social
contribution programs. Company-wide, we utilize our strengths and resources to benefit local
communities and help children and families in need. Individually, our employees are
encouraged to take part in the many volunteer programs offered by the company.
Working in cooperation with our project sites and regional offices around the world,
Samsung Engineering ensures that our corporate social responsibilities are fulfilled
everywhere we do business. These global CSR efforts include, but are not limited to,
providing financial support to children from low-income families, training and employing
people from local communities, building schools for children who do not have access to
education, and building communal facilities.
BUILDING LIBRARIES : Children ought to have a clean, safe, well-lit environment in
which to learn, but for many communities around the world, the resources necessary to make
that happen are simply too scarce. Realizing this need, Samsung Engineering has been
transforming neglected schools and community centers into children's libraries at sites all
around the world, including India, Iraq, and Bolivia. The project, which began in 2012, has
become a huge success, so we plan to expand the program to include even more regions and
BOOK DONATION : With library buildings being refurbished all around the world, the next
task for Samsung Engineering was to fill those libraries with books, so we run a parallel
program through which we donate books in the names of guests who visit Samsung
Engineering's corporate promotion center located at the head office in Seoul. By building
libraries and filling them with books, we can invest in the future.
TECHNICAL SCHOOL : Samsung Engineering will begin building technical schools near
some of our major project sites in order to train local men and women in basic technical skills,
such as welding and carpentry. After the schools are built, we will then offer employment
opportunities to graduates. By providing people with the skills to earn a living, creating jobs
where they are needed, and securing a global network of qualified human resources, Samsung
Engineering is able to benefit the communities we work in while strengthening our corporate
standing in the region.
DISASTER RESOURCE PARTNERSHIP : In June 2013, Samsung Engineering became
a member of the World Forum's Disaster Resource Partnership (DRP), a new private-public
model for disaster response. Through this partnership, Samsung Engineering has pledged to
aid communities damaged by fires, earthquakes, major storms and other natural disasters. The
DRP program includes an emergency response team made up of technical experts and project
managers who can provide support for temporary housing and materials as well as financial
3 Keys To Samsung's Latest CSR Initiative
Samsung Electronics America just announced the winners of its latest corporate social
responsibility initiative, Solve for Tomorrow, and there are lessons to be learned by other
companies from Samsung‘s approach.
The Samsung Hope for Children, the company‘s philanthropic initiative focused on helping
children lead healthier, smarter and more sustainable lives. More than 1,600 schools from across
the country entered the contest that kicked off in August with essay submissions on how STEM
(Science, Technology, Engineering and Math) can help the environment in their communities.
Seventy-five classrooms — 25 from each of three categories: rural, suburban, urban — were
selected as semi-finalists and received a Samsung camcorder, laptop and Adobe editing software
to create videos to compete in the video phase of the contest that answered the challenge: How can
STEM help improve the environment in your community? Winners were selected based on an
online voting process. ―The excitement this contest creates is wonderful,‖ said David Steel,
Executive Vice President of Corporate Strategy of Samsung Electronics North America. ―The
public voting portion of the contest received a strong response from the online community. That
kind of support is fantastic. We hope that the challenge of this contest, together with the
technology for winning schools, will help spark students‘ passions to pursue careers that help
improve the world through STEM.‖
In a recent conversation with Steel we discussed why this program was a success. I believe there
were three keys that were important and that can be used by other companies as they formulate
their CSR initiatives.
1. Relevant focus: Samsung has focused on improving the lives of children as the umbrella for all
its philanthropic efforts globally. This program helped support STEM programs in education,
which are strategically important to Samsung‘s workforce needs. And it utilized products from the
company‘s portfolio in relevant ways that also met the expressed needs of educators.
2. Partnerships: Samsung did not approach this program in a heavy-handed manner, but chose to
partner with the National PTA and the National Environmental Education Foundation. By
involving these organizations, Samsung assured the program met real needs in the communities
the company hoped to impact. It also better understood the sensitivities of teachers and parents so
that the program could be executed in a manner that best connected with the desired audience:
3. Participation: This program was not simply a grant of funds or products. It was a wellorchestrated series of participatory activities, including writing essays, producing videos, sharing
social posts and voting online. The activities not only broadened an understanding of Samsung‘s
support but assured that the recipients of the prizes were willing, eager and prepared to put the
prizes into action immediately.
Corporate Social Responsibility taken for and by the employees of Samsung
Samsung recognizes that your choice of workplace is affected by more than benefits and
compensation. Many in the workforce want to work for an employer who will value them and
help them reach their fullest potential, while preserving work-life balance. Others are also
concerned by what their employer is doing to help the environment and those in need.
Samsung's commitment to sustainability and good corporate citizenship is strong. Here are some
examples of how Samsung Mobile is not just a great place to work, but how we're also doing our
part and giving back.
As an electronics company, we have a tremendous opportunity to do work that positively
impacts the environment. We constantly design eco-friendly products that are energy efficient
and help consumers reduce their carbon footprint. We also have set up the Recycling Direct
program, which helps consumers needing to dispose of their old electronics find the most
environmentally friendly way to do so.
Citizenship and Service
A commitment to bettering our communities runs deep at Samsung, both among our employees
and as part of our corporate culture. Samsung's charitable programs have raised more than $25
million for more than 300 school and community-based foundations and charities in the United
States since 2002.
The main focus of our social contributions is making the lives of children better, especially by
promoting education and health. For instance, through Solve for Tomorrow, Samsung and its
partners donated $1 million worth of technology to public schools. Meanwhile, Four Seasons of
Hope supports charities sponsored by famous U.S. sports stars.
Our corporate sponsorship benefits many local and national organizations focused on improving
lives. Highlights of this sponsorship include our work with Habitat for Humanity, providing
funds, appliances and volunteers to build a house for a family in need, and recently, a matchingdonation program for UNICEF's Haiti Earthquake relief efforts. Other beneficiaries of Samsung's
efforts in 2010 include the Cricket Charity Golf Tournament in San Diego, the Greater Dallas
Korean School, the Atlanta Area Boy Scouts Golden Eagle Breakfast and the Curing Kids'
Cancer Golf Tournament.
Our employees are also generous in donating of their time and money to community service.
Samsung volunteers have worked with the following organizations:
Habitat for Humanity is one way Samsung gives back to the
community by building a home for a needy family from the
ground up. Samsung maintains an annual budget near
$100,000 and donates over 300 volunteer hours annually.
Samsung provides food to area food pantries, soup kitchens
and meal delivery service. Samsung wants to promote
goodwill in the community and allows employees to help
those in need around the holidays.
Employees were invited to wear jeans to work if they
donated money to the foundation. Employees paid $5 to
wear jeans to work one day – $20 for the whole week. All
funds went to support the foundation in the Dallas area in
the name of Samsung Telecommunications America.
Each day, local patients depend on 1,100 blood donors.
Each employee's single donation has the potential to help an
average of three patients. The blood drives keep the local
blood supply strong and available to those whose lives
depend on it
Cricket Charity Golf Tournament – Keeping with the
tradition of years past, the tournament will benefit Rady
Children's Hospital of San Diego with a focus on helping
low-income families impacted by cancer. Approximately 3
Children get diagnosed with cancer every year in San Diego
& with Rady Children's Hospital serving approximately
80% of ALL pediatric cases in San Diego, we are confident
that our efforts will make a difference in people's lives.
Employees donated new, unwrapped toys for needy
newborns to 12 year old during the toy drive. The primary
goal of Toys for Tots is to deliver, through a new toy at
Christmas, a message of hope to less fortunate youngsters
that will assist them in becoming responsible, productive,
Samsung CSR Initiatives with other partners.
Samsung and ENERGY STAR Celebrate in Atlantic City on ENERGY STAR Day :
Samsung and ENERGY STAR celebrated ENERGY STAR Day with festivities at the Boys &
Girls Club of Atlantic City. In light of the severe damage that the Club suffered from Super
storm Sandy one year ago, the Boys & Girls Clubs of America, ENERGY STAR and Samsung
partnered to unveil the refurbished Pennsylvania unit of the Boys & Girls Club of Atlantic City.
They celebrated the accomplishments in teaching Club members and their families about the
importance of saving energy and protecting the environment from climate change.
Samsung and ENERGY STAR Give Back to Local Communities in Need in New Orleans :
Samsung and ENERGY STAR kicked off its ENERGY STAR Day celebrations with Rebuilding
Together in New Orleans. Rebuilding Together gathers hundreds of volunteers to help improve
the homes and lives of low-income homeowners nationwide.
This year, Rebuilding Together in New Orleans offered the opportunity for ENERGY STAR
partners to take on one house and make it more energy efficient for a local family-- naming it the
"ENERGY STAR House." EPA and its partners came together to give this home an energy
efficient makeover, bringing energy savings to a family in need.
"Samsung is a good company and I'm glad they're working with Rebuilding Together to do this
for us," said Bertha Lucas, whose home was severely damaged in Hurricane Katrina in 2005.
"I'm really grateful because I couldn't afford to buy another washer and dryer. I'm just so grateful
and so thankful."
Jimmie Johnson Foundation, Lowe‘s and Samsung Award Third Annual Team Up For
Technology Grant :
Team Up for Technology grant, a partnership between the Jimmie Johnson Foundation, Lowe‘s
and Samsung Hope for Children.
―Team Up For Technology is a great program because it addresses a critical issue in education –
the need for adequate technology to prepare students for their futures,‖ said Johnson. ―All of the
schools‘ submissions were fantastic. We are thrilled to partner with Samsung and Lowe‘s to
provide P.S. 193 Gil Hodges with this year‘s $48,000 makeover.‖
The Team Up For Technology program encourages parents, teachers, administrators and
children‘s advocates nationwide to nominate their school to receive a technology makeover. In
its third year, more than 2,000 nominations were received through the Foundation‘s website and
Twitter account. In the past three years, more than $210,000 in cash and product has been
awarded through this program.
2014 Boston Film Festival Showcases Samsung's Solve for Tomorrow Campaign
The Center for Corporate Citizenship at Boston College is holding its 6th annual Film Festival.
This year Samsung has entered a video showcasing our Solve for Tomorrow initiative.
At the heart of the three-minute video Samsung entered in this year‘s festival is a 2011 contest
finalist, a school in the remote village of Kokhanok, Alaska. In the two years since documenting
their project in a short video for the contest, Kokhanok School has used their technology prize
package in many innovative ways, not only to improve opportunities for students but to
transform the community.
Samsung technology is being put to work to benefit everyone in the village, from exploring ways
of harnessing wind energy and further reducing dependence on fossil fuels to reviving the
ancient native Yupik heritage and language by allowing villagers to check out laptops and Yupik
audio books from the community library.
SAMSUNG AWARDS AND RECOGNISATION IN CSR
Samsung gets Golden Peacock Award for CSR initiative
Samsung Electronics has been awarded the prestigious Golden Peacock Award 2012 for its CSR
program, Samsung Hope Project, for the second consecutive year. The award recognizes
Samsung‘s CSR initiatives in the areas of Education, Sports, Arts and Culture.
New Delhi, India: Samsung Electronics, was awarded the prestigious Golden Peacock Award
2012 for its CSR program, Samsung Hope Project, for the second consecutive year.
The Golden Peacock Award was given away by H.E. Humaid Mohamed Obaid Al Qutami, UAE
Minister of Education and Justice M. N. Venkatachaliah, Chairman, Institute of Directors and
former Chief Justice of India. Ruchika Batra, GM-Corporate Communications, Samsung South
West Asia HQ was given the award in the presence of eminent leaders from the industry. The
Award recognises the Company‘s CSR initiatives in the areas of Education, Sports, Arts and
―We are proud to receive the prestigious Golden Peacock Award for our CSR program, Samsung
Hope Project for the second consecutive year. At Samsung, we are committed to giving back to
the community and our projects in the areas of education, culture, sports and community
development are aimed at making a positive difference in the lives of the beneficiaries,‖ states B
D Park, President & CEO, South West Asia HQ, Samsung Electronics and MD, Samsung India.
Samsung Hope Project represents Samsung Corporate Social responsibility initiatives in the area
of Education, Culture, Community development and Sports. Some of the Company‘s initiatives
in the area of education include running e-learning centres in different parts of the country;
Samsung Wheels of Hope, a mobile computer lab that gives children studying in government and
government-aided schools access to internet and notebooks/tablets and also awards scholarship
programs to those in need.
Samsung has recently partnered with two NGOs – Smile Foundation in Delhi and AID India in
Tamil Nadu, to provide quality education to underprivileged kids. Under the ‗Samsung Super
Kidz Program‘ children from 100 villages in Tamil Nadu will benefit from AID India‘s vast
experience and will learn Tamil, English, Math, and Science through innovative teaching
techniques. Mission Education, established in the year 2003, is the flag ship programme of the
The programme reaches out to more than 12000 children across 19 states in India. Through
Samsung‘s support, Smile Foundation will reach out to children at two centres in New Delhi and
Noida. The program will enroll children in the age group of 6-16 years in bridge courses and
equip these children by making them ready for education programmes at formal schools.
Samsung India wins the prestigious Golden Peacock Award for its CSR initiatives
• Samsung recognized with the Golden Peacock Award‘ for the third time
Bangalore, January 22, 2014: Samsung Electronics Co. Ltd, a global leader in technology has
been awarded the prestigious 'Golden Peacock Award for Corporate Social Responsibility
2013‘for its Samsung Smart School initiative. The Award recognises Samsung‘s work to
improve the quality of education provided to underprivileged children in the country through its
Ms. Ruchika Batra, Director, Samsung India, received the award on behalf of the company from
Shri Nikhil Kumar, Hon‘ble Governor of Kerala.
Commenting on the award, Mr. Ravinder Zutshi, Deputy Managing Director, Samsung India
said, ―We are delighted to receive the prestigious Golden Peacock Award for the third time over
the past few years. For Samsung, Corporate Social Responsibility involves extending our legacy
of innovation to create value for society by addressing societal needs and challenges. Through
our initiatives to improve the quality of education, such as the Samsung Smart School project,
we hope to open newer possibilities that positively transform people's lives.‖
The Samsung Smart School initiative seeks to address the digital divide in the country by
providing students an interactive learning environment in the classroom, facilitated by Samsung
products like the Smart board, laptops and tablets. Several Smart Classes have been set up in
Navodaya Vidyalaya schools across the country in the Year 2013. Most recently the Company
has set up a Samsung Smart Class in Sriperumbudur in Tamil Nadu. Samsung is also partnering
with Industrial Training Institutes (ITIs) in the country to enrich the quality of course content
relevant to its business.
The Golden Peacock Awards are bestowed annually under various categories since 1991 and are
recognized worldwide as the hallmark of corporate excellence in areas of innovation, quality,
training, governance, environment management and corporate social responsibility. The rigorous
selection process includes expert evaluation of applications by members from various sectors,
benchmarking against best management practices, site visits and presentations from the
Samsung Receives The American Legion Patriot Award
The nation's largest organization of wartime veterans today presented its prestigious 2013 Patriot
Award to Samsung for its sustained contributions in education, marking the first time the award
has been given to a corporation. Announced at its National Convention, The American Legion
recognized Samsung for its generosity in providing $5 million in education scholarships to
nearly 1,700 descendants of U.S. war veterans.
Yang Kyu Kim, president and CEO of Samsung Electronics North America, accepted the Patriot
Award on behalf of Samsung.
―Samsung is honoured to accept the 2013 Patriot Award, and we are very grateful to The
American Legion for their recognition,‖ Mr. Kim said. ―In addition to furthering our mission to
support students pursuing STEM education, providing scholarship funds to direct descendants of
wartime veterans allows Samsung to show gratitude and respect to those who risked their lives
fighting the Korean War.‖
In addition to Samsung, other recent winners of the American Legion Patriot Award include
former U.S. Rep. Ike Skelton (2012 honoree) and Afghanistan veteran Greg Gadson (2011
Samsung Recognized For Its CSR Investments Made In 2011-2012 :
Samsung Electronics West Africa has been recognised by the Association of Ghana Industries
and the Ghana Chamber of Commerce for investments made in communities and for corporate
social responsibility activities it implemented in 2011 and 2012, at a colourful ceremony held in
Receiving the award, Corporate Marketing Manager of Samsung West Africa, Tracy Kyei
expressed Samsung‘s gratitude to the organisations for their recognition and stressed that
‗Samsung will continue to make meaningful impact in the community in which they operate. Our
success will ultimately be measured by the lives we touch with the things we do. We have
always been driven by a passion to impact lives and this we will do wherever we operate.
Samsung C& T recognized as the leading social- contribution company in Asia.
Samsung C&T recently received recognition in Singapore as a socially responsible and respected
global corporation. Samsung C&T received the ARCA award in the social contribution category
in front of an audience made up of ambassadors from around the world and VIP guests from key
This year‘s categories were environmentally friendliness, social contribution, personnel, and
leadership, and Samsung C&T took home the award in the social contribution category.
For the social contribution category, judges from CREATIVE Group and Channel News Asia
evaluated the candidates based on their corporate achievements, public reputation, and
contributions to the communities. For Samsung C&T, receiving this reward is synonymous with
recognition for its contributions to the communities through successful execution of its many
projects in the region and its active CSR programs taking place around the globe.
[ CSR] Samsung having the 7th caring company award
In line with our long-term commitment to consistent, Corporate responsibility with HK Red
Cross & Haven of Hope Charity associations. It is an honor to be having the Caring Company
Award for 7th consecutive years. Caring Company Award.
[CSR] Poly U wins Samsung‘s to advance hospitality technology.
Equipped with advanced computing facilities and specialized software for the industry, the
Samsung Digital Lab for Hospitality Technology has been set up on the university campus. It is
officially unveiled today (30 October) by Mr Brian Kim, President of Samsung Electronics Hong
Kong Co. Ltd.; Prof. Suleyman Demokan, PolyU Vice President (Academic Development); and
Prof. Kaye Chon, Director of SHTM.
―Samsung‘s goal is to empower young people with opportunities to excel and to benefit their
local communities,‖ said Mr Kim. ―With Hong Kong‘s potential as a leading city for
international conferences and window to the world‘s largest market, China, there is a strong
demand for creative, talented people in the tourism industry. The Samsung Digital Lab will
provide these students with an inspirational and flexible learning environment that is conducive
to creativity. We hope it helps them to reach their full potential and ultimately contribute to
Hong Kong‘s sustained status as an internationally competitive economy.‖
Companies have a lot of power in the community and in the national economy. They control a lot
of assets, and may have billions in cash at their disposal for socially conscious investments and
programs. Some companies may engage in "green washing", or feigning interest in corporate
responsibility, but many large corporations are devoting real time and money to environmental
sustainability programs, alternative energy/cleantech, and various social welfare initiatives to
benefit employees, customers, and the community at large.
Corporate Social Responsibility not only ensures that companies conduct their efforts with
integrity, it encourage a responsible way to do business in the marketplace. CSR is a strategic
imperative that provides companies with real business value. It is something that has become
increasingly important to Samsung ‗s customers and continues to remain a business imperative
for Samsung .
CONCLUSIONS INITIATIVES TAKEN BY SAMSUNG TO PROMOTE CSR
Making CFC gas free compressors.
Making the home appliances 5 star rated.
Launching fresh tech refrigerators in the market.
Launching televisions with easy view technology .
Although it is based in a country with a rapidly ageing population, Samsung has little in the way
of structured programmes addressing age related issues. Although its partnership with Great call
means that it has produced products explicitly designed with accessibility in mind, its
advertisements and marketing for its flagship range suggest that this attitude does not extend
entirely through the company.