TECHNOLOGY COMPANY CSR:

CASE ANALYSIS OF PANASONIC

HASSAAN AHMAD KHAN FA19-BAF-047

ABDULLAH FA19-BAF-008
MUHAMMAD ABDULLAH FA19-BAF-073
SYED ALI ABBAS FA19-BAF-018
HUZAIFA TARIQ FA19-BAF-052
ABDAR ZAFAR FA19-BAF-005
 SUMMARY:

PANASONIC WAS FOUNDED IN 1918 BY KONOSUKE MATSUSHITA IN JAPAN. IT USED TO SELL

DUPLEX LAMP SOCKETS AND BICYCLE LAMPS AT THAT TIME.
KONOSUKE MATSUSHITA WENT ON A BUSINESS TRIP TO THE U.S AND WAS SURPRISED TO SEE THE
HUGE GAP BETWEEN THE AMERICAN AND JAPANESE ELECTRONIC INDUSTRIES.
THE MAIN DIFFERENCE BETWEEN THE TWO WAS THAT THE AMERICAN INDUSTRIES GAVE
IMPORTANCE TO THEIR CORPORATE SOCIAL RESPONSIBILITIES.
PANASONIC LAUNCHED ITS "ENVIRONMENTAL CHARTER" IN 1991. THE IMPLEMENTATION OF THE
NEWEST ECOLOGICALLY FRIENDLY TECHNOLOGIES AND PROCEDURES WAS MANDATED BY THIS
CHARTER.
PANASONIC IS AIMING TO BECOME THE NUMBER ONE GREEN INNOVATION COMPANY IN THE
ELECTRONICS
INDUSTRY AND THEY ARE PLANNING TO DO IT FROM TWO WAYS:
1. GREEN LIFE INNOVATION: AIMING TO MAKE GREEN LIFESTYLE BECOME A REALITY
CONTINUED…

CSR ACTIVITIES OF PANASONIC:

 REDUCTION IN CARBON EMISSIONS (0.33 MILLION TONNES)
 RESOURCE CYCLE (INDIVIDUAL PRODUCT RESPONSIBILITY )
 ENERGY STAR (WINNER 5 CONSECITIVE YEARS, 445 LABELED PRODUCTS)
 KID WITNESS NEWS (10,000 CHILDREN FROM MORE THAN 650 SCHOOLS IN 26 COUNTRIES)
 PANASONIC SCHOLARSHIP (END OF APRIL 2009, 278 STUDENTS GOT FUNDS)
 PANASONIC PROFESSORSHIPS AND LECTURE SERIES (MASSACHUSETTS INSTITUTE OF
TECHNOLOGY IN 1975 AND WHARTON SCHOOL OF THE UNIVERSITY OF PENNSYLVANIA IN 1991)
 PANASONIC TRUST (1600 ENGINEERS AND PROVIDED SUPPORTING FUNDS WITH VALUE OF £1.4
MILLION)
 Q1- DOES PANASONIC HAVE ANY INCENTIVES TO MOVE BEYOND GREEN WASHING?

GREEN WASHING:
GREEN WASHING MEANS MAKING AN UNSUBSTANTIATED CLAIM TO DECEIVE CONSUMERS INTO
BELIEVING THAT A COMPANY'S PRODUCTS ARE ENVIRONMENTALLY FRIENDLY OR HAVE A GREATER
POSITIVE ENVIRONMENTAL IMPACT THAN THEY DO.
PANASONIC GREEN PRODUCTS:
 PANASONIC HAS A LINE OF VIERA FULL HD 3D TVS THAT HAS A FEATURE OF ENERGY STAR 4.0 RATING.
 PANASONIC HAS WORKED ON THE CREATION OF SOLAR ENERGY PANELS, FUEL CELLS FOR ENTIRE
HOMES, INCREDIBLY EFFICIENT LED BULBS, AND NEXT-GENERATION BATTERY CELLS TO POWER
ELECTRIC VEHICLES.
 PANASONIC MAKES A RANGE OF LAPTOPS CALLED TOUGHBOOK’S THAT ARE DESIGNED TO
WITHSTAND THE WORLD’S TOUGHEST ENVIRONMENTAL CONDITIONS.
 PANASONIC’S HIGH-DEFINITION VISUAL COMMUNICATIONS SYSTEM ENABLES BUSINESSES TO
CONDUCT MEETINGS IN FULL HD OVER THE INTERNET, ELIMINATING THE NEED TO TRAVEL TO
MEETINGS.
 PANASONIC’S LINE OF HOME FANS WITH A FEATURE OF THE GREEN MANUFACTURING PROCESS, WERE
CONTINUED…

PANASONIC AND GREEN WASHING:

 HENCE FORTH GOING GREEN IS NOT ONLY PANASONIC MARKETING STRATEGY BUT ALSO,
THEY ARE WORKING HARD TO TRANSMIT THEIR PRODUCT AS GREEN OR
ENVIRONMENTALLY FRIENDLY THEREFOR PANASONIC IS NOT GREENWASHING RATHER,
THEY ARE IMPLEMENTING GREEN STRATEGY IN THEIR WORKPLACE AND YET THEY HAVE
ALL INCENTIVES TO WORK EVEN MORE HARDER TO ACCOMPLISH THEIR CLAIMS OF GOING
GREEN AND BECOMING NUMBER ONE GREENER ELECTRONIC COMPANY
Q2- WHAT BENCHMARK DATA WOULD MAKE PANASONIC’S
CSR ACTIVITIES MORE CREDIBLE?

ITS VERY IMPORTANT FOR FIRMS TO CONDUCT DIFFERENT CSR ACTIVITIES , BUT THE TRUTHFULNESS AND
THE CREDIBILITY OF THESE ACTIVITIES IS ALSO VERY IMPORTANT ,

THE CSR REPORTS ARE ASSURED BY THE GLOBAL CONSULTING FIRM, MAKING PEOPLE MORE CONVINCED
BY WHAT HAS BEEN SAID IN THE ENVIRONMENTAL REPORT AND SUSTAINABILITY REPORT.

OTHER BENCHMARK DATA TO CHECK THE CREDIBILITY OF PANASONIC’S CSR ACTIVITIES INCLUDE:
 PANASONIC’S LINE OF HOME FANS WITH A FEATURE OF THE GREEN MANUFACTURING PROCESS, WERE
AWARDED
 THE 2010 ENERGY STAR “PARTNER OF THE YEAR AWARD.”10
 PANASONIC HAS A LINE OF VIERA FULL HD 3D TVS HAS A FEATURE OF ENERGY STAR 4.0 RATING
 Q3- WHICH OF THESE ACTIVITIES IS PR, AND WHICH IS CSR
ON SPECIFIC ISSUES AREA, WHICH IS TO LOWER COSTS?
ACTIVITIES IN PR:
 KID WITNESS NEWS:
STARTED IN U.S AND NOW RUNNING SUCCESSFULLY ACROSS THE GLOBE. THEY LEND VIDEO
CAMERAS AND OTHER ELECTRONIC PRODUCTS TO ELEMENTARY AND JUNIOR HIGH SCHOOLS WHICH
INCREASES CREATIVITY.
 PANASONIC SCHOLARSHIP:
STARTED IN 1998 ON COMPANY’S 80TH ANNIVERSARY WHICH AIMS TO NURTURE THE EMERGING
ASIAN LEADERS AND TO PROMOTE THEIR COMMUNICATION AMONG VARIOUS COUNTRIES.
 PANASONIC PROFESSORSHIP AND LEADERSHIP SERIES:
STARTED IN 1978 IN MASSACHUSETTS INSTITUTE OF TECHNOLOGY IN THE FIELD OF COMPUTERS
SCIENCE AND ROBOTICS, AND IN WHARTON SCHOOL OF THE UNIVERSITY OF PENNSYLVANIA IN 1991 IN
MANUFACTURING AND LOGISTICS.
 PANASONIC TRUST (UK):
THE GOAL IS TO ENCOURAGE AND SUPPORT THE PROFESSIONAL DEVELOPMENT AND RETRAINING OF
ENGINEERS IN THE UK.
 CONTINUED…
ACITIVITIES IN CSR:
 CO2 EMISSION REDUCTION:
PANASONIC WAS AIMING TO REDUCE 0.3 MILLION TONS ON GLOBAL SCALE BY THEIR ACTIVITIES
HOWEVER THE COMPANY WAS ABLE TO REDUCE A TOTAL OF 0.84 MILLION TONS OF C02 IN THREE YEARS
I.E., 2010-2012.
 RESOURCE CYCLE:
PANASONIC IS ALSO SUPPORTING INDIVIDUAL PRODUCER RESPONSIBILITY (IPR) TO PROMOTE
RECYCLING IN MANY WAYS. IN JAPAN, PANASONIC HAS CONTRIBUTED TO THE DEVELOPMENT OF HOME
APPLIANCE RECYCLING LAW. PANASONIC HAS ALSO DEVELOPED ECOLOGY NET EUROPE (ENE) I N WHICH ALL
END-OF-LIFE PRODUCTS ARE RECYCLED BY HIGH QUALITY RECYCLERS.
 ENERGY STAR:
ENERGY STAR IS A JOINT PROGRAM OF THE U.S. ENVIRONMENTAL PROTECTION AGENCY AND THE U.S.
DEPARTMENT OF ENERGY IN ORDER TO SAVE MONEY AND PROTECT THE ENVIRONMENT THROUGH ENERGY
EFFICIENT PRODUCTS AND PRACTICES. IN 1992 ENERGY STAR WAS INTRODUCED AS A VOLUNTARY LABELING
PROGRAM TO IDENTIFY AND PROMOTE ENERGY EFFICIENT PRODUCTS AND TO REDUCE GREENHOUSE GAS
EMISSIONS.
 Q4- ARE THE THIRD PARTIES REALLY RELIABLE SOURCES OF
CREDIBILITY?

 THIRD PARTIES INVOLVES INDIVIDUALS OF PARTIES THAT ARE OUTSIDE THE FIRM
 THIRD PARTIES ARE PRIMARILY INVOLVED WITH THE FIRM
 YES THIRD PARTIES ARE RELIABLE SOURCES OF CREDIBILITY
 INFORMATION PROVIDED BY THIRD PARTIES ARE ACCURATE
 INFORMATION PROVIDED BY THIRD PARTIES ARE UNBIASED BECAUSE FIRM CANNOT INFLUENCE
THIRD PARTIES
 PANASONIC GOT ITS INDEPENDENT ASSURANCE FROM KPMG