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The Asian Media & Mass Communication Conference 2010 Osaka, Japan Conclusion Referring to the Global strategic plan for CP proposed by Valor (2007), the CSR conduct of Nokia Corporation in Malaysia, together with a non-profit educational institution, and a local mobile service provider shall be assimilated into the strategic plan as below: Action checkpoint. Reporting social performance Communication campaign: • ECOnnect • Nokia • TARC • DiGi Defining social and economic indications Contract with non-profit partner (with TARC go green project, and other further projects Global warming Nokia Departments: • Devices sustainability Team – design for environment issue • Market Sustainability Team – manage the interface with all the public in general Corporate giving Nokia’s main objective when making corporate donations is to invest in progress that are preventive in bringing together expertise from all sectors, private, public and civil society. 1) Environmental and sustainability education projects in Malaysia 2) Recycle a phone; adopt a tree through phone donation to Nokia Kiosk Non-profit educational organization Figure 3: Strategic plan for CP of Nokia Malaysia, referring global strategic plan of Valor (2007) 373
The Asian Media & Mass Communication Conference 2010 Osaka, Japan It is highlighted that CSR has been conducted strategically and operationally in the country based on the global strategic plan suggested by Valor (2007). Though Malaysia has been analyzed with the conduct of strategic plan for CP, it has been criticized that it has completely lost its way as far as the marketing strategy is concerned (http://fortheplanet.wordpress.com/2007/03/11/marketing-strategy-nokia-still-not-learning/). Nokia, has also been described as “idea jump on environment bandwagon by the warmist (http://www.thewarmist.com/2010/01/nokia-idea-jump-on-environment.html). Whatever the critics and conduct, examining into the relationship is essential here. When Mohamed Zairi (2000) describes triple bottom line as finance, environment and society, it is now in placed with 3P’s in this new era as profit, planet and people. Instead of 4P’s in marketing mix, 3P’s is a reflection of new marketing mix to be considered and counted. If CSR has been counting on triple bottom line, which is now in place with 3P’s, as a new marketing mix, adding on the role of communication like PR campaign in connecting the 3P’s, the intersection of 3P’s would be an area of communication that contributes the connection, be it IMC, marketing communication or just communication alone. Finally it is concluded that communication is needed in CSR but it has not been much discussed in Malaysia. References Abdul Rashid, M. Z. & Ibrahim, S. 2002. Executive and management attitudes towards corporate social responsibility in Malaysia. Corporate Governance 2(4): 10-16. Andersen, Mette & Skjoett-Larsen, Tage. 2009. Corporate social responsibility in global supply chains. Supply Chain Management: An International Journal 14(2): 2009. Argenti, P.A. 2007. Corporate Communication. Ney York: McGraw-Hill Higher Education. Austin, J.E. 2000. The Collaboration Challenge. New York: Jossey-Bass. Azlan Amran & S. Susela Devi. 2008. The impact of government and foreign affiliate influence on corporate social reporting: the case of Malaysia. Managerial Auditing Journal 23(4): 386- 404. Caroll, A.B. 1979. A three-dimensional conceptual model of corporate performance. Academy of Management Review 4(4): 497-505. Caroll, A.B. 1991. The pyramid of corporate social responsibility: toward the moral management of organizational stakeholders. Business Horizons. Available from: < http://www.cbe.wwu.edu/dunn/rprnts.pyramidofcsr.pdf>. 374
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