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Case: The Era of Corporate Citizenship: Peroduas Advertising with a Social Dimension
Summary
- Perodua: Home-grown compact car maker in Malaysia (est. 1993)
- Since 1999, the company had been integrating social messages into its corporate
advertisements seeking to enlighten the local audience about various social issues and
values.
- Governmental emphasis on encouraging the use of commercial advertisement to
promote social good.
- With the emergence of ASEAN FREE TRADE AREA, competition among car
manufacturers rose in Malaysia, Peroduas corporate leaders and its management had
to rethink how corporate ads emphasizing on social aspects could sustain profitability
and reputation in the long run.
The primary
responsibility of
business is profit
maximization.
Obligation of
management is to
satisfy stockholders
for their investment.