(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
environmental and sustainability education project, they come to the same purpose of “ returning
back to the society and environment”, especially for Nokia, what has been taken out for the
business economics activities. Instead of TARC and Nokia Malaysia, DiGi Telecommunications
Sdn. Bhd., which is a local mobile communications company, has also been a participant of
GCNM, has participated in the event organized by TARC.
Online Interview with Nokia Malaysia
An online interview is conducted with a local representative of Nokia regarding view of CSR.
“CSR is about returning back to the society and environment what has been taken out for the
business economics activities”. It is due to a more affluent and knowledgeable consumers,
organizations are expected to do so and ignoring this will be doing so with risk to the
organization acceptance by the society or consumers.
On a scale of one to ten, CSR has been rated as ten for reputation building through CSR.
The importance of CSR has been highlighted with the case of BP Gulf oil spill and BP shareprice
has been halved. The reflection of how a ruined reputation through a behavior could do to
a company. It is therefore believed that a good CSR rating does help in increasing the
organization bottom-line. A good CSR rating also attract people to join the organization that is
seen a responsible company. However, there is a difference between having a top CSR rating
and the actual performance of the organization in its handling of the environment where it
operates.
As in the view of interviewee, it is important to practice CSR as leadership means
responsibility. Therefore Nokia Malaysia includes sustainability (CSR) consideration in all they
do from creating sustainable products to solutions that enable people to improve their
livelihoods, make environmentally conscious choices, to minimizing ecological and carbon
dioxide footprint.
As stated in the interview, “business benefits and improving our sustainability go hand in
hand. We see real business opportunities that mobile technology can offer in driving
environmental and social improvements and continue to pursue these opportunities in all our
operations around the world”. It is emphasized about Nokia’s vision that “a world where
everyone being connected contributes to sustainable development”, and its effort in the campaign
conducted in the college, “recycle a phone, adopt a tree”.
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