Corporate Social Responsibility and ts

Views On Going Green n

Kuala Lumpur


By Puteri Afzan Shakira Nabila
Student number :- 109020873


Contents
Chapter 1
ntroduction
Research Problem
Research Questions
Research Methodology
Research mplication
Chapter 2
Research Materials
Literature Review
Analysis of Literature Review
Chapter 3
Conclusion
References


Introduction
Before diving into the issue of "Corporate Social Responsibility
and ts Views On Going Green n Kuala Lumpur we must first
clarify the definitions, to leave no element of uncertainty when
exploring the issue.
"CSR is about how companies manage the business processes
to produce an overall positive impact on society.
(Baker, M, 2011)
There are many different viewpoints and definitions on what
CSR means to different organizations and companies and
therefore by using this definition from Baker, we can have an
easy and simplified version of the definition we could refer to.
Going Green however is metaphorical in the sense that it refers
to being more environmentally friendly. n terms of colloquial
language "going green is synonymous with the idea of entities
seeking to become more environmentally aware of their
surroundings and the conscious of the impact of their business
processes towards the environment. n this research study we
are going to focus on the area of Kuala Lumpur as the scope of
study would be too large if we were to go global.
To give a better understanding of the current environmental
situation in Kuala Lumpur, we must give a subjective response
as there are many conflicting opinions regarding the level of
pollution there is in the city.
t is often thought that Kuala Lumpur is the very beating heart of
Malaysia, being its national capital as well as the centre of
economic, political, and social development. n terms of
infrastructure Kuala Lumpur is thought to have the most
innovative architecture as well as the highest level of urban
development. This may be true however the level of pollution
and urban decay the city has also ranges in the highest
categories of what Malaysia has to offer.
Now that we have a firm grasp on the definitions and meanings
of the respective elements in the study, we can further clarify
how Corporate Social Responsibility's views on Going Green in
Kuala Lumpur.
Malaysia has many prominent companies and that these
organizations as part of fulfilling public appeal will promote
corporate social responsibility as one of the many facets of their
respective companies and that environmental protection and
improvement is also a primary factor in their operational
procedures.
The question here in lies what is the appropriate approach in
measuring the level of involvement of this companies in relation
to Corporate Social Responsibility (CSR) to the environment.
Research ProbIem
f we were to record and measure all the companies in the
many different industries Malaysia has to offer then the data will
be to expansive for one research paper to present. Therefore
we find companies that accurately fulfil the requirements in
terms of Corporate Social Responsibility to the environment.
Another issue will arise in measuring the level of involvement
they have to wards that particular issue as some companies do
not disclose financial information unto the public. Therefore we
must compile a list of the many operations that particular
companies has in terms of Corporate Social Responsibility
towards improving the environment in Kuala Lumpur. The
different areas and facets of Kuala Lumpur will also be to large
for this type of study to measure, hence we must allocate a
certain region within the city to actively record, measure , and
correlate the data we will potentially find through the research
that we have conducted.

Research Questions
Question 1: On what particular level does the respective
company's Corporate Social Responsibility initiative has
impacted on the improvement of the environment.
Question 2 : How much resources or effort did the company
give in terms of 'Going Green'?

MethodoIogy
Literature Reviews
Secondary Research


Research ImpIications
One of the purposes of my research is to accurate explore the
level in which a company should partake in terms of improving
the environment to make a substantial difference in Kuala
Lumpur. To identify what are the factors for public or private
companies to consider in terms of initiating CSR in a particular
area of the city. This is because by exploring these elements
we can find the balance in what a company should and should
not do in terms of fulfilling their responsibility to the public. We
can also find out what are the improvements needed in terms of
Corporate Social Responsibility and how this improvement can
impact upon the improvement of Kuala Lumpur's environment.

Chapter Two
Research MateriaIs
n this current chapter we aim to use our research materials in
terms of the literature reviews and secondary research to find
information regarding the impact of Corporate Social
Responsibility initiative of the respective companies in Kuala
Lumpur and how they've impacted on the betterment of the
environment. We must stipulate that this research study is
purely qualitative and subjective in terms of the data that we
correlate and that finding key facts and figures as well as
statistics depends on the privacy policy of the respective
organizations.. Through analyzing the results of our research,
the primary aim is to give clarification to the research questions
that was mentioned previously, which are :
Question 1: On what particular level does the respective
company's Corporate Social Responsibility initiative has
impacted on the improvement of the environment.
Question 2 : How much resources or effort did the company
give in terms of 'Going Green'?
iterature Review


|alakoff wIns 2010 Award for envIronmental CSF
|AY 11, 2011 8Y $#

|alakoff CorporatIon 8erhad was the wInner of the 2010 P|'s CSF Award for the
EnvIronment for Its contrIbutIons towards envIronmental rehabIlItatIon and
boostIng energy effIcIency.
EnvIronmental conservatIon coupled wIth energy effIcIency Is a key aspect of
|alakoff's CommunIty PartnershIps. |alaysIa's largest Independent power
producer Is ImplementIng envIronmentfrIendly InItIatIves across Its operatIons,
undertakIng grassroots CSF programmes that Impact local communItIes and target
stakeholders. t has also kIckstarted enterprIsewIde thought leadershIp InItIatIves
on "green" energy, and the company has Installed grIdIntegrated solar panels In
sIx schools as part of Its Creen Schools programme, whIch wIll be extended to 20
schools.
ts CSF efforts also Include:
The haIakoff hangrove InItIatIve: ThIs Is aImed at raIsIng awareness and
partIcIpatIon of the communIty In conservIng the envIronment through
collaboratIon wIth reputed stakeholders. The company has made an InItIal
Investment of F|200,000 for thIs InItIatIve that covers four hectares wIth 9,J00
saplIngs. An annual research grant has also been set asIde for scholars Involved In
envIronmental conservatIon, especIally mangrove/tree plantIng.
Energy EffIcIency Lecture SerIes: |alakoff plans to organIse specIal talks by
leadIng energy effIcIency experts to raIse awareness on the topIc and dIscuss
cuttIngedge solutIons. These talks wIll be followed by QEA sessIons to be
answered by the guest speakers.

The PrIme |InIster's CSF Awards, launched by the |InIstry of Women, FamIly
and CommunIty 0evelopment In 2007, aIms to recognIse companIes that have
made a dIfference to the communItIes In whIch they operate through theIr
Corporate SocIal FesponsIbIlIty (CSF) programmes.

THERE IS AN EXAMPLE OF A CSR REPORT FROM SONY AND IT
PRESENTS FINALCIAL INFORMATION AND FRAMEWORKS TO
IMPROVE THE ENVIRONMENT. I LEAVE IT TO UR CHOICE IF U
WANT TO PRINT OR NOT IT IS 70 pages long but in my opinion is good Ior
ur dissertation. Heres the link.
hLLp//wwwsonycommy/corporaLe/resources/en_M?/pdf/CS82007_allpdf
lf you don'L wanL [usL deleLe Lhls page buL remember Lo check your conLenLs page for maLchlng page
numbers

AscoLL RecycIes urnILure or A Good Cuuse
October 19, 2011 by admin
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Since its serviced residence business started more than 25 years ago,
The Ascott Limited (Ascott), through various green and social efforts,
has been doing its part for the environment and communities where it
operates. One of its serviced residences in London has recently
embarked on a socially-innovative project to recycle and, at the same
time, reach out to the underprivileged.
As part of Ascotts refurbishment programme in Europe and Asia,
Citadines Trafalgar Square London is being restyled to give the
apartments a new contemporary look and the public areas, a welcoming
ambience synonymous with a homely living room.
"Stylish, modern furniture have been specially chosen to complement
the new interior design. Hence, we were looking for an innovative yet
socially responsible way to recycle the existing furniture, all of which are
still perfectly usable, said Mr Ben Adams, Residence Manager of
Citadines Trafalgar Square London.

Citadines Trafalgar Square London
Working with social enterprise Exsel CC, Citadines Trafalgar Square
London has made the existing furniture available to low-income families
in West Lancashire and other groups in need, such as victims of
domestic abuse who are learning to live independently. Local charitable
organisations within the wider community of Lancashire have also been
supplied with the furniture for redistribution.
The furniture will also provide the raw materials for education and
training in programmes relating to upholstery and upcycling. nstead of
ending up in the local landfill, the recycling project has saved and
redistributed over 40 tonnes of furniture to those who truly need it.

Citadines Trafalgar Square London - Restyled Apartments
"While Citadines Trafalgar Square London gets a new look in time for
the 2012 Olympics, we are glad to be able to recycle our existing
furniture and help to improve the home conditions of the underprivileged.
We hope that this will make a difference to the lives of the beneficiaries,
said Adams.
The newly refurbished Citadines Trafalgar Square London will be ready
by January 2012. Located just steps away from Nelsons Column in
Trafalgar Square, the serviced residence is a short walk from the
Houses of Parliament, Big Ben and Westminster Abbey. t is close to
Buckingham Palace, St Jamess Park and the National Portrait Gallery
which houses one of the greatest European art collections in the world.
Surrounding the serviced residence are busy streets lined with shops
leading down to Covent Garden and Oxford Street. With its close
proximity to the River Thames, Citadines Trafalgar Square London also
offers easy access to the Southbank Centre and its wide selection of
theatres, bars and restaurants, as well as the London Eye observation
wheel.


RecycIIng CumpuIgn Lo euLure LIe IrsL oI ILs KInd RecycIIng VendIng
MucIIne In MuIuysIu
September 28, 2011 by admin
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Tetra Pak (Malaysia) Sdn Bhd, Nestl (Malaysia) Berhad and Tesco
Stores (Malaysia) Sdn Bhd are collaborating for a second consecutive
year to organise a recycling campaign aimed at driving awareness on
the importance of recycling and increase the collection of used beverage
cartons. The campaign kicks off today for two months in 14 Tesco
Hypermarkets and five schools in the Klang Valley.
This year's campaign will also feature a first of its kind recycling vending
machine where consumers can slot in their used beverage cartons to
redeem Nestl MLO packs and collect Tesco Clubcard points. For every
10 Nestl branded packet drinks that consumers bring to Tesco to
recycle, they will be entitled to a RM1 rebate off their purchase for a
MLO UHT (1litre) pack. Additionally, Tesco Clubcard members will be
entitled to redeem 1 Clubcard point for every used beverage carton that
they recycle at the vending machine.


(From Left-Right) Ms. Maye Yap, Conservation Programme Manager,
Malaysian Nature Society, Ms. Vivian Yap, Marketing Director, Tesco
Stores (Malaysia) Sdn Bhd, Mr. Peter Vogt, Managing Director, Nestle
Malaysia Bhd., Mr. Anders Wester, Managing Director, Tetra Pak
(Malaysia) Sdn Bhd, Datuk Haji Mohd Zaini bin Mohd Nor, Chief
Executive Officer, Solid Waste and Public Cleansing Corporation and
Pn. Rohayah bt Mohamad Sarif, Headmistress, Sekolah Kebangsaan Sri
Kelana.
The event which was held at Sekolah Kebangsaan Sri Kelana was
officiated by Datuk Haji Zaini Bin Mohd Nor, Chief Executive Officer of
Solid Waste and Public Cleansing Corporation. n the dialogue session
during the launch event, Datuk Zaini commended Tesco Stores
(Malaysia), Nestl Malaysia and Tetra Pak (Malaysia) for organising
such recycling campaigns.
"Environmental campaigns such as this one today offer opportunities for
more Malaysians to get on the recycling bandwagon. More importantly,
Malaysians will also be incentivized when they practice recycling during
this campaign and discover that beverage cartons can also be easily
recycled, said Zaini.
Beginning 1 October until 30 November, consumers are encouraged to
bring their used beverage cartons to any of the 14 participating Tesco
Hypermarkets in the Klang Valley. Additionally, in an effort to educate
the younger generation on the importance of recycling, five schools have
been selected and provided with a recycling vending machine. The
selected schools are SK Sri Kelana, SK Ampang Campuran, SJK
Pandamaran B, SJK Pui Ying, and SK Pusat Bandar Puchong (1). All
the used beverage cartons collected from the 14 Tesco Hypermarkets
and five schools will then be sent to a paper mill where it will be
processed into recycled paper and other items such as roofing sheets,
pencil cases or CD holders.

Datuk Mohd Zaini, Chief Executive Officer, Solid Waste and Public
Cleansing Corporation, (second from right) showing the receipt of proof,
after demonstrating how to recycle beverage cartons with the recycling
vending machine.
"We are very honoured to be a part of this recycling campaign for a
second year. At Tesco, we understand that our success comes from
behaving responsibly and earning the trust of our customers, suppliers
and stakeholders. We are committed in helping and encouraging our
customers to go green and our aim is to mobilize collective action
among customers and suppliers to help protect the environment and
combat climate change, said Vivian Yap, Marketing Director, Tesco
Stores (Malaysia) Sdn Bhd.
"As the leading nutrition, health and wellness company, environmental
stewardship is one of the priorities for Nestl. This recycling campaign
with Tetra Pak and Tesco truly resonates with our philosophy of creating
shared value, and by supporting initiatives to recycle or recover energy
from used packaging, we are doing our part in helping to sustain the
environment, said Peter Vogt, Managing Director, Nestl (Malaysia)
Berhad.
oubIing Up Efforts
Last year, the recycling campaign managed to successfully raise more
than RM34,000 for the benefit of the Malaysian Nature Society (MNS).
For every kilogram of used beverage cartons collected jointly, Tesco
Stores (Malaysia), Nestl Malaysia and Tetra Pak (Malaysia) donated
RM10 to MNS. Last year's funds were used to support conservation
efforts for the Belum-Temengor Rainforest Complex. This year's
campaign will aim to double the amount donated so that MNS can
continue to focus on its conservation efforts especially in getting the
Temengor Forest Reserve gazetted as a protected area.

Students of Sekolah Kebangsaan Sri Kelana trying out the recycling
vending machine.
MNS' Conservation Programme Manager, Maye Yap expressed her
gratitude to companies like Tetra Pak (Malaysia), Nestl Malaysia and
Tesco Stores (Malaysia) who are leading the way in driving awareness
on the importance of recycling and preserving the natural heritage like
the BelumTemengor Rainforest Complex. "We are very grateful for this
ongoing support from all of the three companies and we believe this
recycling campaign is a good initiative to drive home the message that
environmental preservation and recycling should be adopted as a
lifestyle, she said.
There are still many who do not know that beverage cartons are fully
recyclable and Tetra Pak (Malaysia) hopes that through this initiative,
more people will take the effort to recycle their beverage cartons.
"As a leading provider of processing and packaging solutions, one of our
main focus areas is to operate our business sustainably, in harmony with
the environment while creating profitable growth. Tetra Pak beverage
cartons are sourced from sustainably managed forests to ensure that we
keep to our philosophy. This recycling campaign also provides an ideal
platform for us to further build awareness amongst the public that
beverage cartons are fully recyclable, said Anders Wester, Managing
Director of Tetra Pak (Malaysia) Sdn Bhd.

%esco boosLs conLrIbuLIons Lowurds CoIguLe cIurILy cumpuIgn
August 8, 2011 by admin
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Colgate-Palmolive Marketing Sdn Bhd (Colgate), a leading brand for
dental care in Malaysia, launched a collaboration with Tesco Stores
(Malaysia) Sdn Bhd to boost contributions for its Mari Beramal Bersama
Colgate charity campaign at Tesco Ampang recently.
Mari Beramal Bersama Colgate is an annual charity campaign by
Colgate held in conjunction with the month of Ramadan. During the
campaign period, a portion of proceeds from the sale of special Colgate
Maximum Cavity Protection or Colgate Kayu Sugi toothpaste packs will
be allocated for charity.



Mr. Tim Golding, Chief Operating Officer of Tesco Stores Malaysia and
Mr. ssam Bachaalani, Managing Director of Colgate-Palmolive
Marketing Sdn Bhd launching the Mari Beramal Bersama Colgate dan
Tesco charity campaign at Tesco Ampang
This year's campaign, which will run from the 1 August until the 30
September, aims to achieve RM150,000 in total contributions for 15
orphanages under the Social Welfare Department of Malaysia, which is
an arm of the Ministry of Women, Family and Community Development
a goal of RM10,000 per orphanage.
For this year's campaign, Tesco Malaysia will match Colgate's 20 sen
contribution for every sale of a Colgate toothpaste charity twin pack at
any of its 43 Tesco stores nationwide. The combined 40 sen contribution
from each charity pack will go on to help in providing necessities for the
15 orphanages, which are from all over Malaysia.
Mr. ssam Bachaalani, Managing Director of Colgate-Palmolive
Malaysia, said, "Colgate is very happy to join hands with Tesco Malaysia
in boosting contributions for the Mari Beramal Bersama
Colgate campaign. Last year's highly successful campaign garnered a
total of RM200,000, which far exceeded the original target of RM120,000
and demonstrates the continuous and generous support of Malaysians.
Mr. Tim Golding, Chief Operating Officer of Tesco Malaysia, added, "The
Mari Beramal Bersama Colgatecampaign strikes a chord with Tesco
Malaysia's motto of 'Because We Care' a simple phrase that
represents our belief that our people, customers, suppliers, and the
communities we operate in should do their part to help others and make
a huge impact in everyone's lives.



Children from one of the charity recipient homes present a thank you
card to Mr. Golding and Mr. Bachaalani
"t is Tesco Malaysia's pleasure to partner with Colgate in this simple yet
meaningful charity campaign, which gives Malaysian shoppers the
opportunity to practise generosity especially during the month of
Ramadan through the simple act of buying toothpaste a daily
necessity, he added.
This is the fourth consecutive year of the Mari Beramal Bersama
Colgate charity campaign. Since 2008, Colgate has collected a total of
RM386,000 over three campaigns, which has helped orphanages and
charity homes throughout the country.

Celebrity radio DJs were on hand to entertain the children and the crowd at the launch of
Mari Beramal Bersama Colgate dan Tesco at Tesco Ampang
making a big impact in the lives of these children, concluded Mr. Bachaalani.

ew reporL IdenLIIIes besL wuys Lo meusure
compuny`s ImpucL on envIronmenL
July 25, 2011 by admin
Filed under nitiatives

Executives looking for the best ways to measure and value their
company's impact on the environment need look no further than a new
report produced by the Network for Business Sustainability. Called
"Measuring and Valuing Environmental mpacts, the report is
specifically designed to help senior executives and decision-makers new
to sustainability choose the right tools to measure their company's
environmental impact.
Growing public awareness of environmental issues and increasing
government oversight have motivated companies to measure their
environmental impacts, but this interest has also contributed to the
proliferation of tools available to measure such impacts. Managers can
become confounded by the vast array of options.
"This report is a high-level guide, explains Dr. Tima Bansal, executive
director of NBS and a leading researcher in the area of business
sustainability, "that recommends tools and additional resources for
measuring and valuing environmental impacts, including an actionable
four-step process. The report also identifies the pros and cons of the
most common tools, enabling managers to select among them
depending on their specific needs.
The report is a condensed version of NBS's systematic review of the
entire body of research on measuring and valuing environmental
impacts. Synthesizing data from 180 studies and 20 tools, the review
presents the most comprehensive compilation of high-quality knowledge
on this topic to date.
Dr. Pamela Kaval was the lead researcher on this report. Before
becoming a consultant in the United States, Kaval was an associate
professor at the Waikato Management School at New Zealand's Waikato
University. n addition to the systematic review she conducted for the
Network for Business Sustainability, her consulting work has included
conducting an Ecosystem Service valuation of the Colorado River
Watershed for the Nature Conservancy; writing standards guidelines for
forest valuation as a member of the Cost E45 European Forest
Valuation Action Management Committee; valuing biodiversity and
native birds in New Zealand; and writing a chapter in the upcoming book
Ecosystem Services in Engineered Systems.
Kaval was supported by the project's guidance committee, which
included Karen Clarke-Whistler (TD Bank Group), Andrew Wilczynski
(TELUS), Blair Feltmate (University of Waterloo), Luc Robitaille (Holcim)
and Dror Etzion (McGill University).


naIysis of iterature Review.
Through the examination of the literature reviews, my results
were conclusive in determining that companies within Malaysia
such as TESCO, Ascott, and Colgate contribute a significant
amount of time as well as resources to their respective
corporate social responsibility initiatives and that some of the
innovative methods in which they preserved the environment of
Kuala Lumpur must be commended. However, there were
limited materials in which there was none or very little evidence
of companies 'openly announced' their involvement in terms of
CSR to improve the physical environment but it was evident
that they improved the cultural and social environment.

"This report is a high-level guide, explains Dr. Tima Bansal, executive
director of NBS and a leading researcher in the area of business
sustainability, "that recommends tools and additional resources for
measuring and valuing environmental impacts, including an actionable
four-step process. The report also identifies the pros and cons of the
most common tools, enabling managers to select among them
depending on their specific needs.

n terms of my previous statement of not being able to measure
accurately the impact companies have on the environment, NBS has
devised a method in which most it could be calculated and therefore
affirming the notion that there is a measurable quantity in which we can
measure the level of impact a certain company has on the environment,
may it be built or natural.


Chapter 3
oncIusion
n the final stages of my dissertation, would like to reaffirm the
fact that in terms of Corporate Social Responsibility and its
views about 'Going Green in terms of the Kuala Lumpur
environment, most companies have a positive outlook on the
idea and that CSR initiatives are being formulated and in
operations at present. This qualitative study presented an
informational insight into the intentions of companies within
industries in Malaysia to keep the environment safe as well as
improve it in reference to pollution. A point to note out is that
there is already a standard or framework with reference to
Bursa Malaysia, for future or current companies to have a
guideline in conducting a Corporate Social Responsibility
nitiative.
n conclusion, would like to state that the current perspective
of privately or publically listed companies in Malaysia on idea of
Corporate Social Responsibility in terms of preserving the
environment of Kuala Lumpur is still apparent and feasible.
Through the use of CSR Malaysian companies can show to the
public and to the world that the


ReIerences
1. http://www.mallenbaker.net/csr/deIinition.php BAKER DEFINITION
2. hLLp//wwwklsecommy/webslLe/bm/abouL_us/Lhe_organlsaLlon/csr/downloads/csr_wrlLe
uppdf 8u8SA Ll1
3. hLLp//wwwanugerahcsrmalayslaorg/2011/03/11/malakoffwlns2010awardfor
envlronmenLalcsr/ AnuCL8AP
4. hLLp//wwwcsrdlgesLcom/2011/09/recycllngcampalgnLofeaLureLheflrsLoflLsklnd
recycllngvendlngmachlnelnmalaysla/ ASCC11
5. hLLp//wwwcsrdlgesLcom/2011/10/ascoLLrecyclesfurnlLureforagoodcause/ 8LC?CLL
6. hLLp//wwwcsrdlgesLcom/2011/08/LescoboosLsconLrlbuLlonsLowardscolgaLecharlLy
campalgn/
7. hLLp//wwwcsrdlgesLcom/2011/07/newreporLldenLlflesbesLwaysLomeasure
companyL28099slmpacLonenvlronmenL/ nLW 8LC81