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Multinationals' earthquake relief efforts
By Bao Dao (China Daily)
Updated: 2008-05-26 10:54 Expanding CSR activities Still, there is a long way to go before multinationals can completely win over the Chinese people who are increasing looking at a number of factors such as environmental protection to assess a company's CSR practice. Zhang Shenwei, a researcher at non-profit Samsung Economic Research Institute (SERI), suggests multinationals find new approaches and expand the scope of their CSR activities. "Multinationals used to focus on environmental protection, disaster relief, anti-poverty, educations when talking about their CSR practices. In fact, a focus on their contribution to the Chinese economy by expanding employment, introduction of advanced technologies and expanding the supply chain can equally improve their corporate citizenship images," says Zhang. The researcher cites US-based Dell as an example. The PC maker has been notorious in China due to problems with quality, and delivery as well as its slow response to public relationship crisis and its executives' improper attack on its Chinese rival Lenovo. However, its corporate image was been significantly improved when Peking University released a report last year which found Dell has contributed, directly and indirectly $36.4 billion to China's GDP and has offered nearly 1.5 million jobs. "Dell's effective control on manufacturing and supply chain management has had a spillover effect (on China's economy)," Zhang says. (For more biz stories, please visit Industries)
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