||尋找一個台灣的企業社會責任模範 – 台灣本土企業奇美實業的個案研究
||Seeking A CSR Role Model in Taiwan – A Case Study of A Local Taiwanese Enterprise Chi Mei Corporation
||Institute of International Management (IIMBA--Master)(on the job class)
||Brian C. Shih
Corporate social responsibility
Beneficence and Philanthropic behavior has long been a difficult practice within Taiwanese society due to the collective cognition and culture toward philanthropy embodied by a Chinese proverb, “Go out of your way to keep the good deeds you do unknown”, this attitude is considered as a moral virtue. Thus, practicing Corporate Social Responsibility (CSR) is still often associated with hypocritical or self-serving behavior in the minds of many people in Taiwan.
This secondary data-mining and in-depth interview research method employed qualitative research, and has allowed this researcher to verify whether the research target is a good role model for other Taiwanese firms, a local Taiwanese enterprise which has been practicing CSR without losing its competitiveness. Financial reports from the last 20 years have proven to us just how the 50-plus year old Chi Mei Corporation has successfully developed a CSR strategy within the Taiwanese society. Not only has the research target company successfully integrated CSR into its business operations, but it seems as well to have become imbedded in the corporate custom and has positively influenced other Taiwan-based transnational corporations to integrate CSR policies into their business operations and organizational culture. This research verifies the target company financial viability and productivity it having performed better on the return of investment on employee welfare, society, and the environment.
TABLE OF CONTENTS V
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 CSR and SRI in Taiwan. 4
1.3 Research Motivation and Purposes. 8
CHAPTER TWO LITERATURE REVIEW 12
2.1 CSR Development. 12
2.2 The Coming of the SRI Era. 14
2.3 Definitions. 15
2.3.1 Definitions of CSR. 16
2.3.2 Definitions of Stakeholder. 21
2.4 International CSR Principals. 22
CHAPTER THREE RESEARCH METHODOLOGY AND TARGET COMPANIES 28
3.1 Research Target Company. 28
3.1.1. Introduction of Research Target Company. 29
3.1.2. Introduction of Benchmarking a Company. 31
3.1.3. Comparison of Target and Benchmarked Companies. 33
3.1.4. Target Company’s CSR on Employee Dimension. 36
3.1.5. Target Company’s CSR on Community/Society Dimension. 37
3.1.6. Target Company’s CSR on Environmental Dimensions. 38
3.2 Research Method, Scope and CSR Indices. 39
3.2.1. Indices of CSR performance. 42
CHAPTER FOUR RESEARCH FINDINGS 46
4.1 Comparative Data Analysis of CSR Costs. 46
4.1 Comparative Data Analysis of Returns on CSR Related Investments. 52
4.3 Interview Findings. 63
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 73
5.1 Conclusion. 73
5.2 Limitations and Suggestion. 75
Appendix 1: Data from 2001~2010 annual financial reports of Chi Mei Corporation. 81
Appendix 2: Data from 2001~2010 annual financial reports of Formosa Plastics. 83
Appendix 3: Chronicle of the target company. 85
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