Nintendo Csr Activities

Topics: Corporate social responsibility, Nintendo, Business ethics Pages: 7 (2228 words) Published: April 30, 2012

CSR has gained importance in the business world during the last twenty years. CSR has become one of the most important concepts in business. Business ethics can be regarded as themoral values and principles that govern the actions of a person, or a group of people, in a business environment, defining what is right and what is wrong.Businesses nowadays need to consider the effect of their actions on their stakeholders; choice based purely on financial gain may end the business in an undesired state. This reportaims tocritically examine a Nintendo’s CSR activitiesusing relevant CSR theories. We selected Nintendo Co., Ltd as we believe it will help us understand the theories and examine the different practices that the global businesses can use to improve their CSR. A brief history of Nintendo

Nintendo Co., Ltd. Is an international company located in Kyoto, Japan, it wasfounded on September 23, 1889 by Fusajiro Yamauchi. Nintendo initially started by producing handmade cards, TheCompany had also tried several small businesses, such as a cab company and a love hotel. Nintendo eventually developed into a video game company, and became one of the most influential in the industry, and Japan's third most valuable company.

Nintendo’s CSR activities as seen through different perspectives Corporate Social Responsibilities (CSR) is a form of corporate self-regulation integrated into a business model. It acts as a built-in, self-regulating mechanism in which a business monitors and ensures its active compliance with the spirit of the law, ethical standards, and international norms. (Saether, Kim T.; Ruth V. Aguilera).By analyzing Nintendo’s CRS activities we found that they are considering three components of sustainability which are economic, Social and environmental.(Harris 2000)

Environmental perspective
A company must maintain a stable resource base and at same time avoid over exploitation of renewable resources and maintenance ofatmospheric stability. Nintendo is concerned with doing their part to help environment by e researching new ways to make products, more environmentally-friendly as possible from planning, development, production and after-sales service. Nintendo designed standards for eco-friendly products that respect the global environment and improve energy efficiency to reduce CO2 emissions. Moreover they selecting materials with a lower environmental load from the viewpoint of appropriate chemical substance control and selecting recyclable packaging materials. Nintendo offers many recycling options to consumers and businesses to help minimize the waste disposal of video game products such as "Take Back Program at no cost. In the year 2010, Nintendo of America processed 860 tons of returned products (U.S. and Canada) of which 65% was reused and 35% recycled. They also requiredfrom their recycling partners to be certified in Quality, Health and Safety, and Environmental management systems (e.g. ISO 9001, 14001 and 18001). Nintendo was awarded LEED Gold Status by the U.S. Green Building Council, placing it among the nation's top-rated buildings for sustainability and environmental friendliness.

Social Perspective
Is the integration of the social concerns in the business, which means distributional equity, adequate provision of social services including health and education and gender equity. Nintendo offers employees different programs to improve healthy lifestyle choices, such as subsidized transportation options including the free use of an onsite Zip car and bus passes. Give them the opportunity to relax and spend time with family though earned vacation, sick and holiday time. An on-site corporate fitness center and subsidized membership to sponsored fitness clubs, or a health club allowance. A free confidential Employee Assistance Program (EAP) to assist employees dealing with legal or financial issues, lifestyle planning, stress management, child/elder care planning, and...
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