We are living at an age where the customer or the consumer has been brought at the center stage of business enterprises. This consciousness has been necessitated by the rudiments of marketing which stipulate that every product or services should be innovated with the customer in the mind. But beyond providing these goods and service there has also emerged the need to care about the welfare of the consumers in terms of their health, environment, education and general wellbeing. Corporate social responsibility has come up to fill this gap. In this discourse, we are going to look at International Business Machines (IBM) and its social responsibility initiatives.
In underscoring the importance of social responsibility Hollender and Breen (2010) point out that in today’s world the society has become a ‘virtual’ licensor for businesses in operation. It has therefore become increasingly important to win the approval of the society: that has become the prerequisite for business survival and therefore a prescription for success since it paves the way for business organizations to begin producing stellar economic and social goods. (p. 9)
The business organizations that that operate with a sense of mission do not only attract the best of human capital but also yield better returns. This is because such organizations inspire people to invest all of their inventiveness to the betterment of their companies. This is best demonstrated by the fact that all most of the business organizations that been entered into the annual Fortune 100 Best Place to Work have a principle purpose that goes yonder than the bottom line. Purpose inspires passion, which is instrumental in the transformation of the desires of the individuals into exceptional corporate performance. (Hollender and Breen, p.8)
The end of the road is not yet reached for corporate responsibility but it is rather evident that the outer
Cited: IBM (2010) Corporate Responsibility Summary (Online) Available at: http://www.ibm.com/ibm/responsibility/bin/downloads/IBM_CorpResp_2010.pdf (Accessed on: November 21, 2012) Kale, V., (2009) A Guide To Implementing Oracle Siebel CRM 8.x. New Delhi, Tata McGraw-Hill Education. Hollender, J., & Breen, B., The Responsibility Revolution: How the Next Generation of Businesses Will Win. San Francisco C.A., John Wiley & Sons.