A PROJECT REPORT ON

CORPORATE SOCIAL RESPONSIBLE INITIATIVE OF SAMSUNG

SUBMITTED

TO THE UNIVERSITY OF MUMBAI

AS A PARTIAL REQUIREMENT FOR COMPLETING THE DEGREE OF

M.COM (ADVANCE ACCOUNTS) SEMESTER II

SUBJECT: STRATEGIC MANAGEMENT

SUBMITTED BY:

TALARI VEENA BABURAO

ROLL NO.: 51

UNDER THE GUIDANCE OF

MRS. MINU THOMAS

1

SIES COLLEGE OF COMMERCE AND ECONOMICS,

PLOT NO. 71/72, SION MATUNGA ESTATE

T.V. CHIDAMBARAM MARG,

SION (EAST), MUMBAI – 400022.

CERTIFICATE

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.

_________________ ___________________

(Project Guide) (Course Co-ordinator)

___________________ ___________________

(External Examiner) (Principal)

Place: _____________

Date: ___________

2

DECLARATION

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.

Place: _____________

Date:_____________

3

___________________

TALARI VEENA BABURAO

Roll No.: 51

ACKNOWLEDGEMENT

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

ROLL NO.51

4

INDEX

Sr. No Title Page no.

1 Chapter 1: Introduction to corporate social responsibility

6 – 10

2 Rational of the study 10

3 Research methodology 10

4 Chapter 2 : Introduction to Samsung 11 - 13

5 Chapter 3 : introduction of corporate social responsibility of Samsung

14 - 21

6 Chapter 4 : Samsung’ s CSR Initiatives 21 - 35

7 Chapter 5 : Samsung awards for its CSR Initiatives 35 - 41

8 Conclusion 41 – 42

9 Bibliography 43

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Chapter 1 : Introduction to corporate social responsibility

Introduction

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

of legislation.

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,

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communities, stakeholders and all other members of the public sphere who may also be

considered as stakeholders.

Definition.

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

Corporate sustainability.

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CSR APPROACHES

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

an organization.

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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

stability.

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.

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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

bottom line.

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.

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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

activities.

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.

RESEARCH METHODOLOGY

Source of Data: Secondary Source through surfing internet.

Chapter 2: Introduction to

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Name Samsung

Industries Samsung SDS, Samsung C&T Corporation, Samsung Electro-

Mechanics, Samsung Electronics, Samsung Engineering, Samsung

Ever land, Samsung Fine Chemicals, Samsung Fire & Marine and

life Insurance, Samsung Heavy Industries, Samsung Securities, etc

Founder Lee_Byung-chul

Geographic areas served World wide

Headquarters Samsung Town ,Seoul, South Korea

Current CEO Dr. Oh-Hyun Kwon

Revenue US $268.8 Billion ( F.Y2012)

Net income US $30.1 Billion (F.Y 2013)

Employees 427,000 (F.Y.2013)

Main competitors 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.

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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

company.

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.

Chapter 3

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 :

a. Diversity

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PROFILE: SAMSUNG

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.

d. Flexibility

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

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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.

c. Marketing

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”,

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features young people all waiting enthusiastically for a new, unnamed phone (Samsung Mobile

USA, 2012).

3. Community

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.

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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

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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

medical.

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

environments.

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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

beneficial innovation.

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

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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.

Responsible products

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

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providing critical medical technology.

Chapter 4

Samsung's CSR Initiatives :

In India

 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 Noida

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

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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

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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

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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

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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.

CSR Projects

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,

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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

communities.

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.

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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

contributions.

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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.”

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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:

youth.

3. Participation: This program was not simply a grant of funds or products. It was a well-

orchestrated 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

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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.

Environmental Initiatives

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

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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 matching-

donation 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.

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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,

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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,

patriotic citizens.

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.

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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. 

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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.

Chapter 5

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.

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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

Culture.

“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

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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

Smile Foundation.

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

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CSR initiatives. 

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

shortlisted organization

Samsung Receives The American Legion Patriot Award

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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

honoree).

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

Accra.

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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

Asia-Pacific countries.

 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 7 th 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

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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.”

Conclusion:

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 .

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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.

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golden-peacock-award-for-its-csr-initiatives

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