Sunteți pe pagina 1din 17


Introduction Current vision and value statements: HPs objectives are customer loyalty, profit and growth, market leaders, commitment to employees, leadership capability, and global citizenship. Their values are more focused towards passion for customers, trust & respect for individuals, achievement & contribution, results through teamwork, meaningful innovation and uncompromising integrity. Social responsibility is one of the foundational objectives of this company that was started since 1940. Since 1987 HP is more active towards all the spheres of responsibilities. Current programs related to the three spheres and the environment: ECONOMIC SPHERE: HP is fully aware that the decisions the company makes affect the economy and environment. HP makes conscious decisions to help and better the lives of all stakeholders and the economy. HP offers product recycling services in all 56 areas where the company is located and to reuse hardware units. It is important for HP to give financial value to all of the groups of stakeholders and at the same time indirectly benefit others outside of the stakeholder relationship. POLITICAL SPHERE: HP must abide by many rules and regulations in the IT world, specifically privacy issues. HP takes an accountability approach on the privacy issue, meaning that they make a commitment to ensure data is private. HP is not only ensuring that they take the appropriate means to follow the rules and regulations but they are going above and beyond by promoting the ethical practices outside of the company. CIVIL SOCIETY SPHERE: HP is heavily involved in building civility and community. The company focuses on three major areas, education, health, and

community. Each focus area has individual programs that support, educate, and inspire people to achieve. In addition HPs education programs and health programs, HP also supports other initiatives, such as U.S. National Lab Day, HPs pro-bono legal program, Social Innovation Camp in Brussels, Technology Ignites Dreams program in China, EnAble India, and many others. Recent events related to current programs: In November 2010, HP has donated one million dollar for two years to mHealth Alliance to show their strong obligation towards global health from both a business and social impact perspective. (Gabi Zedlmayer, VP of Global Social Innovation, HP). In Sept 2010 HP has introduced a free product called HPs Smart Web Printing. HP's Smart Web Printing--a browser plugin that helps to cut down on paper waste by allowing grabbing only the portions of Web pages users want and consolidate them into a single printed document. ( id=32D6D90F-1A64-6A71-CEE51C8779323670) As Africa continues to face the challenge of e-waste, in Sept 2010 HP and the Irelandbased Camara education organization have teamed to set up a plant in Kenya to refurbish computers in order to reduce hazardous toxic pollution. ( id=311F9F56-1A64-6A71-CEE9D84DD86C593B) In Oct 2010, HP has launched a contest to honor their best and brightest service reps as well as give donation to charitable organization. ( Reported stakeholder view of programs and actions of the company:

Hewlett Packard, Inc. (HP) views stakeholder engagement as a top priority. Stakeholders report successful communication with HP. HP's groundbreaking commitment of paying one million dollar to Alliance Summit demonstrates the rising importance of mobile technology in improving health, and the leadership of the information and communication technology industries to improve lives around the globe," David Aylward, executive director of the Alliance, said in a statement. Regarding HPs smart web printing, there is mix of reviews from the users. People are complaining about compatibility issues, download issues, difficult to use. On the other side who have installed and have used successfully are agreeing with the fact that, it is saving the overall paper usage and printers ink usages. Most African countries lack the capacity and regulatory frameworks to dispose the computers in an environmentally friendly way, government officials say. In this kind of situation HPs initiative along with Camara about implementing a recycling plant in Kenya was greatly appreciated by government officials. HP was partnered with CARE to empower women and girls as change agents in fighting poverty and its impact around the world. 2. Economic: HP is fully aware that the decisions the company makes affect the economy and environment. HP makes conscious decisions to help and better the lives of all stakeholders and the economy. Corporate Culture: Stakeholder engagement is integral to global citizenship, and HP works to build strong, mutually productive relationships with diverse stakeholders. Here is the list of how the company affects specific groups: Suppliers through our purchase of goods and services

Employees through wages paid Customers through sales Governments through tax payments Communities through social investment Investors through dividends and our financial performance

It is important for HP to give financial value to all of the groups and at the same time indirectly benefit others outside of the stakeholder relationship. HP relies on its products to help the economy. Investors: HP is a publicly traded company that has many different types of investors. Stockholders and other investors are kept up to date through quarterly and annual reports, annual meetings, video conferences and live webcasts about their earnings announcement and the evidence of their awareness towards their relationship with the Investors. The CDP chose HP as part of the CDP Carbon Disclosure Leadership Index for both the Global 500 and the S&P 500 rankings in 2009. Suppliers: HP has maintained positive relationships with its suppliers because they can affect the product, schedules, and social and environmental issues. In 2009, HP collaborated with Students and Scholars against Corporate Misbehavior (SACOM) on a pilot labor rights training program at two of their suppliers in China. With the support of HP, local NGOs have provided training to approximately 4,500 workers with the intention of helping workers understand their labor rights and to raise issues about their working environment. For suppliers HP has provided Supply chain social and environmental responsibility program, procurement management process Supplier diversity program to enhance their social, ethical and environmental programs and

performance. HP is a founding member of the Sustainability Consortium, an independent organization made up of industry, retailers, governmental and non-governmental organizations, and academic partners that are developing the science, data and methodologies to support a framework for measuring and communicating sustainability attributes for consumer products. Employees: HP would not be a successful company without reliable employees. This stakeholder relationship is maintained and improved through HP initiatives such as: annual employee surveys, networking groups, open door policy, meetings and performance reviews. In addition, HP offers employees resources and tips on subjects such as saving energy and helping local schools apply for HP educational grants. More than 50 employee councils at HP sites around the world support local implementation of corporate initiatives, including global citizenship. They are encouraging employees to participate in their Power to Change program that promoted turning computers and printers off when not in use to conserve resources. The HP Sustainability Network helps employees learn about and share environmental practices that benefit both the company and the planet. There are currently 26 chapters across all of the regions. Projects includes conducting on-site energy audits, eliminating the use of polystyrene foam cups at work and creating organic gardens on HP campuses. HP in Canada encourages participation in the Green Advocates training program, which educates and empowers employees to become ambassadors of the companys environmental initiatives. HP launched the Eco Solutions Advocate program for U.S. employees in 2009. The program educates HP employees about environmental issues and HPs commitment to environmental sustainability, and provides employees with the resources they need to talk with

customers about HPs environmental stewardship and solutions. Stakeholder engagement is integral to global citizenship, and HP works to build strong, mutually productive relationships with our diverse stakeholders. 2. Political: HP continues to work with governments and industry associations to support appropriate regulations and standards for issues such as privacy, electronic waste and climate change. The HP Standards of Business Conduct (SBC) embody the fundamental principles that govern ethical and legal obligations to HP. They pertain not only to conduct within the company but also to conduct involving customers, channel partners, suppliers, competitors and government agencies. HPs ethics and compliance office provides the oversight, support and resources to maintain a culture of integrity, and is reinforced by numerous compliance functions across the business, including the privacy office, U.S. public sector compliance, global trade, anti-corruption and environmental functions. In recognition of their commitment to ethical leadership and global citizenship, HP was selected by Ethisphere Institute as one of the worlds most ethical companies in the year of 2010. HP honors human rights, Support and respect the protection of human rights and ensure that their business partners and suppliers do the same, ensure that child labor, prison or forced labor, and physical punishment are never permitted in any operation of HP or their business partners and suppliers. In addition it is HPs responsibility to maintain a safe and secure work environment, comply with safety, health and security policies and procedures; correct or report any health and safety threats; do not sell, possess or use illegal drugs or create a safety risk through drug use of intoxication during

the business hours and property. HP complies with laws and governing international trade. Governmental agencies: Governmental policies and priorities related to global citizenship are having a direct impact on accessing and competing in numerous markets. In 2009, Federal Acquisition Regulation FAR was updated to require use of the Electronic Product Environmental Assessment Tool (EPEAT) when purchasing personal computer products such as desktops, laptops, and monitors. HP has the broadest portfolio of EPEAT Gold-rated products in the industry, which is the highest level of certification achievable. HP has also built the relationship with diversified suppliers for fulfilling contracts with federal and many state agencies in the United States. HP has maintained a Corporate Supplier Diversity Program Office for more than 30 years in the United States and belongs to more than 20 supplier diversity organizations in the United States, Canada and Europe. They continued to expand their supplier diversity programs. 3. Civil Society: Enterprise Customers and Consumers: HPs free, online HP Carbon Footprint Calculator helps customers understand and identify ways to reduce the environmental impact of their computing and printing. Enterprise customers can use the tool to build a baseline estimate of their HP products carbon footprint. HPs Enterprise Innovation as a Service offers customers and organizations access to innovation support services, tools and expertise to help them accelerate progress to achieve successful outcomes across a spectrum of business issues, including environmental sustainability and corporate responsibility. Consumers are increasingly attuned to a broad spectrum of global citizenship issues, including the environment, human rights and labor practices, privacy

and philanthropy. HP continues to educate consumers about ways they can be more sustainable as well as their progress in reducing their own environmental impact. HP introduced the HP Eco Highlights label in 2008, helping customers easily identify and understand the environmental attributes of a specific HP product, tool or service. The World: In addition, HP offers many products that meet eco-label programs, including EPEAT, ENERGY STAR, Chinas Energy Conservation Program, Germanys Blue Angel and Japans Green Mark. In Brazil, HP teamed with Akatu Institute, a nonprofit organization that educates and mobilizes citizens about environmental responsibility, on a program called Conscious Choice that raised approximately $560,000. HP promoted products that help consumers reduce their environmental impact and donated a portion of the sales to the Akatu Institute. Proceeds were used to develop and distribute materials to 2,000 schools in Brazil to raise awareness of conscious consumption and environmental sustainability. These educational initiatives are in addition to the efforts to improve the environmental performance of HP products through Design for Environment (DfE) program. HP has set a goal to help customers save 1 billion kWh of electricity by 2011, relative to 2008, through a variety of product design strategies in HPs high-volume HP desktop and notebook PC families. Through efforts such as these, HP is working to make it easier for consumers to choose products that help them reduce their environmental impact. HPs efforts to educate consumers about global citizenship go beyond environmental sustainability. In 2009 HP introduced Create Change, a program encouraging customers to select one of several partner nonprofit organizations to receive 4 percent of their purchase of HP products from HP Direct, HPs U.S. home/home office online store. Create Change allows

customers to display support for select organizations using digital badges and social media alerts. Piloted in the United States, Create Change reached more than 40,000 people and generated $50,000 in donations to nonprofit organizations. NGO & Local Communities: HP meets with NGO representatives to gain insight on environmental and social issues. HP is involved with local communities through employee volunteers, disaster relief efforts, philanthropy and tours of facilities. HP has volunteering and giving programs that help employees get connected to the community. This helps HP to develop global citizenship strategies. HP encourages employees and retirees to get involved in their local communities, serving as mentors, volunteers and engaged citizens. More than 4,500 HP employees donated over 52,000 hours of expertise to volunteer projects in local communities in 2009 and it will continue to raise in the current year and upcoming years. Byron Nelson championship golf tournament - In 2009, HP sponsored Byron Nelson championship golf tournament, a premier PGA TOUR event held annually in Irving, Texas. More than 300 HP employees volunteered their time at the event, which raised approximately $4.4 million. Since its inception in 1968, the Byron Nelson championship has raised more than $112 million to help thousands of troubled and at-risk children and their families. HP Forest - This year, 150 HP employees from Costa Rica volunteered to plant trees as part of the HP Forest: Oxygen from Costa Rica to the World program. This three-yearold initiative supports HPs efforts to address climate change. Habitat for Humanity - In the Philippines, HP formed a special partnership with Habitat for Humanity. HP funded and HP employees participated in building ten homes in

Caloocan City, Metro Manila. In honor of this partnership, Habitat for Humanity named the street where the houses are located Hewlett-Packard Lane. HP Israel Doing Well Day - HP Israel teamed up with the nongovernmental organization MATAN to serve local communities. More than 300 HP employees took part in charitable activities that focused on three areas: financially distressed people, children in danger and the environment. 4. Environment Global environmental impacts: Energy The worlds demand for energy has climbed as growing prosperity has transformed lives around the globe. While the information technology (IT) industry accounts for only 2 percent of GHG emissions worldwide, it has the potential to help mitigate the other 98 percent. HP has developed sophisticated tools Advanced Meter Infrastructure solution, HP Power Assistant for managing power usage, measuring carbon emissions and optimize the PCs settings that saves energy consumptions. Energy producers such as Hydro One, Gas Natural and Sempra Energy are already using HP products, services and consulting in their smart metering initiatives. Their Instant-on Technology for printers virtually eliminates warm-up time cutting a printers energy use by up to 50 percent. HP estimated that for HP monochrome LaserJet products alone, Instant-on Technology helped customers avoid 1.3 million tons of CO2e emissions in 2009, equivalent to removing more than 240,000 cars from the road for one year. HP is also dramatically increasing the efficiency of data centers. HP is re-designing data centers to be substantially more efficient and to use local, renewable energy resources. HPs Halo solutions already save energy and GHG emissions by replacing travel with video

collaboration. Digital printing, using HP products such as Indigo presses, minimizes overruns, reducing wasted energy. And HP is leveraging breakthroughs in photonics that use light to transmit data, dramatically reducing energy consumption while increasing bandwidth. These innovations present HP and its customers exciting opportunities to decrease energy use. HP believes that the success of the business requires commitment to environmental sustainability. In a world being reshaped by climate change, volatile energy prices and growing scarcity of natural resources, HP is actively focusing on designing products and services to be energy efficient, use fewer materials and be more easily recyclable. Sustainable design minimizes environmental impact across the entire life cycle while helping customers reduce costs, create efficiencies and increase productivity. Climate change presents significant environmental, social and economic challenges and opportunities for HP, customers and society. HP is collaborating with organizations such as Worldwide Wildlife Fund (WWF) to demonstrate business leadership in addressing climate change, advance industry standards for energy efficiency and reduce GHG emissions throughout the economy. HP has launched the Global Workplace Initiative to reduce the space they occupy and use resources more efficiently, thus reducing HPs climate impact. New data centers in Texas and the UK use innovative design features to excel in energy efficiency. They introduced a new goal to reduce the GHG emissions from HP-owned and HP-leased facilities to 20% below 2005 levels by 2013 on an absolute basis. According to NewsWeek, HP is one of the top 10 Greenest companies in the US. Because they make products with a relatively small environmental footprint and are devising ways to save energy and reduce waste, Hewlett-Packard's current IT systems use 66% less energy than those designed in 2005.

Recommendations and Proposal for continuing and expanding CSR activities in the upcoming years: HP is very committed to each sphere and is continually meeting goals and making new goals towards their social responsibilities. HP stays true to its objectives and it can be seen and heard from stakeholders. HP will continue to support national disasters through financial means, technology equipment donations, pro-bono services from HP experts, and the company will match employee donations. HP will Continue supporting for additional help to mHealth Alliance and manage the allocation of the donation to be utilized in a more appropriate and meaningful way. HP Technology team will address the issues related to Smart Web Printing and take it to the next level where they can sell the advance version of the product to the commercial firms on a subscription basis, also marketing team should involve with this initiative to create more awareness about this product through advertising. As Africa continue to face the challenges of e-waste, HP has taken a first step in setting up plant in Kenya in alliance with Camara. However that would not be enough. HP will team up with other organization in south-Africa to set up more plants for refurbished HP products as well as open up collection centers for used products. HP will continue to work with CARE and other similar non-profit organizations towards incorporating mobile technology for the people for their healthier lives.

HP will maintain and enhance open communications with their stakeholders and make the efforts to get them become integral part of the CSR activities.

Like in May 2009, HP joined representatives from civil society organizations and other EICC and GeSI members at a roundtable in Amsterdam to share information and expertise about the industrys supply chain, HP will continue to share and learn through such kind of conferences.

HP will continue to expand HP Sustainability Network by adding more chapters in upcoming years.

HP will continue to enhance and re-designed their existing facilities and data centers with their energy efficient initiatives.

In addition to maintaining and enhancing above initiatives, I would also like to emphasize more focus on the following areas in the upcoming year through new initiatives. HPs Responsibility towards employee: Luxurious guesthouse for Vacation - a tool for team building effort and investment. The goal of organization is to build highperformance, result oriented and highly motivated employees who take pride in and find a sense of accomplishment and meaningful way of living life through their work. Such kind of culture is really important for organization to grow rapidly. Organization should also contribute towards employees healthy and happy family life as well as towards building a sense of responsibility among them. HP has taken this seriously and demonstrated their responsibility towards their employees through various programs and policies. I would like to propose investing in real-estate by building guest houses at different tourist locations or near their major offices at different locations. Provide

accommodation to their employees at the minimal rates during their vacation time with family. It provides dual benefits to the company and employees. Due to inexpensive accommodation near the tourist locations like Florida, Vegas, LA or such locations outside the country, employees will be motivated to spend their vacation time at such places. It helps employees to save some expenses. They also feel more comfortable, relax and homely by staying in luxurious corporate guesthouse as compare to hotels. It strengthens the interest of employees and their family to work for such company. Though the saving is small they recognize that and try to stick with the company for a longer period. On the other side, HP already spends millions of dollars for the team building efforts through different programs, training and conferences. This one can be prove more effective towards the ongoing team building efforts. Imagine an employee along with the family staying for few days at a common place during their vacation time along with other 10-20 employees from different offices and locations with their family outside the work environment. Most of the time they go back home after the vacation with a new family based relationships. Such kind of relationship could stay forever and would benefit company in many aspects like team building, bringing employees together who are located across the globe. Provide such kind of benefit to the employees on a reward basis based on their contribution for the company. It would encourage employees to work harder for the company. Company could ask employees to contribute few hours of their vacation time along with their family towards the local community services. This would be such a great tool in team building as well as to create a sense of social responsibility within their employees and their family especially their kids who are foundation of the

future world. As the real-estate market is in favor of buyers at this time and the interest rates are low this is really a good time for making such kind of investment. It would help company in growing their physical assets and attract more investors. Company could utilize such facility for their annual conferences as well as accommodation for employees while travelling for their work objectives. It would help company to save significant expenses. Responsibility towards community: Education HP is already involved widely in providing education to their customers and suppliers. However there are certain countries that have always been overlooked. Internet and computer is now integral part of human life. There are many states and villages within few countries are still do not have computer and do not have skills to use such technology. HP is selling verity of products in the technology area. Such regions are a potential market for HP to grow their business at the same time help the community through education and provide a media for such community to move along with the advancement of technology. I would like to recommend HP to make alliance with other technology providers and with non-profit organization in such community to open up cyber centers. Such kind of centers not just provides facility to use computer and internet but also help community to learn and educate about this technology. That would help people to learn new technology skills that eventually opens up new job opportunities for the people live in small villages and helps them to live better life. Out of thousands of hours of contribution of HPs employees if they could spend some time in educating people in such community, this would help HP to build a unique relationship with the community.

On the other side, this can open up a new market and customer segment for HP that would significantly contribute towards the growth in revenue and profit for the company. Responsibility towards environment: Recycling Plant One of the foundational core products of HP is printing media and cartridge. Improper disposal of print cartridges would impact the environment very badly. Their alliance with retailers in US has significantly reduced the improper disposal of cartridges by offering store credit to the customer for disposing used printer cartridges at the retail stores. However such kind of facility and reward offering is not available in many other countries. They should work with retail stores or open up their own centers to sell and collect the used cartridges for disposal. Implementing recycling facility is kind of a joint effort of HP, retail stores and the local Town or state. This kind of recycling facility benefits environment, people and company. People will benefit by getting merchandize credit for disposing cartridges for recycling at the store. It will reduce the carbon exposure to the environment. People get motivated to buy HPs cartridges as they can get some credit back at the time of disposal of used cartridge and they can use that for their next purchase. This way it would contribute towards increasing sales of HPs product. Reference: 1. 2. Jon L. Jacobi 09.11.2010 kl 22:43 | PC World (US) 3. Michael Malakata

09.11.2010 kl 14:29 | Computerworld Zambia 4. 5. 6. Speech by Dave Packard to HP Managers March 8, 1960 The HP Way - 7. Other References: Waddock Leading Corporate Citizens Blog entries Research conducted by Bridget Sears