Professional Documents
Culture Documents
Being one of the top sales leaders makes this company as the center of consumers’ attentions.
To retain the existing customers and as to provide good deed as long as to maintain its
business ethics besides mainly doing business, this company does its responsible towards the
publics as their customers. Its corporate social responsibility is to pursue the enhancement of
corporate value through innovation and sound business practices.
The Sony Group recognizes that its business has direct and indirect impact on the societies in
which it operates. Sound business practices requires that business decisions gi.ve due to
consideration to the interests of stakeholders, including shareholders, customers, employees,
suppliers, business partners, communities and other organizations. The Sony Group endeavors
to conduct its business accordingly.
There are a few CSR activities that the Sony Group is trying to pursue in strengthening its
business ethics which are among those activities are focused on product responsibility,
community and environment.
Business Ethics (Corporate Social Responsibility)
Product Responsibility
In this CSR activity, the Sony Group is giving efforts to improve product and service quality as
well as to strengthen supply chain management. Through this product responsibility, it
guarantees to ensure that they improve their quality management, responsiveness and
customer service as well as the usability of the product.
The Sony Group is committed to improve the product and service quality from the customer’s
viewpoint with the aim of maintaining and enhancing customers’ trust, confidence and
satisfaction. To achieve this, Sony Group has its own philosophy and policy to give priority to
provide customer oriented, high-quality products and services as an operating foundation. The
co-founder of this group has came out with this philosophy to find ways to comply with or
exceed legally mandated standards n all aspects of its business activities in order to keep the
customers safe and satisfied with the products and services. To strengthen this philosophy,
Sony formulated the Sony pledge and Quality that rules out the company’s basic policy on
product and service quality on product and service quality in electronic business.
Moreover, Sony is trying to introduce new product quality improvement measures into all
processes, from development, planning, design and manufacturing measures into all activities.
This effort includes the measures such as establishing the position of Corporate Executive in
Charge of product Quality and Safety, appointing personnel within each product and business
group who are set to be responsible for quality, holding regular Quality Strategy meetings to
discuss the strategies and set policies as well as formulating corporate quality standards applied
to Sony’s electronic products.
Not only that, Sony use two-way communication with its customer to measure its product and
service quality by allowing the customers to actively provide feedback to improve its products.
Customers can make complaints, give suggestions and ideas as well as file reports of
malfunctions of the products at the Customer Information Center. These complaints are further
evaluated by the responsible groups so that improvements in product quality can be achieved in
a timely basis.
Not only Sony allows customers to give feedback to know where the product went wrong, the
group also allows the employees to corporate in improving the quality as they view it is
important to detect product quality-related problems early. Thus, the group formed the Product
Quality Information Channel to collect information about product quality-related which includes
the reports of problems so as opinions from Sony Group Employees.
To improve its responsiveness and customer service capabilities, Sony uses the internet as the
effective tool to communicate and reach to its customer. This includes FAQs section, downloads
of manuals and prompts information about products and services. Furthermore, repair and
service networks are provided worldwide to the customers. This is to ensure that customers get
full satisfaction with the products and services.
Community.
Sony undertakes a wide variety of social giving activities to deal with the needs of communities
in regions around the world where Sony carry out their business. Sony strives to have a positive
impact through these activities by making effective use of its resources, namely, its
technologies, products, business activities and personnel.
Sony’s main concern is on activities in two areas: promoting education for children which are the
next generation, and contributing to the building of a sustainable society. In the area of
education for children, Sony focuses on providing support for science education, and arts
education in the areas of music and film, which allows Sony to use its huge entertainment
resources.
As a company with worldwide operations, Sony also attempt to fulfill its responsibilities as a
global business citizen by providing emergency disaster relief and by implementing different
activities in association with international organizations and nongovernmental organizations
(NGOs).
The Sony Foundation for Education attempt to encourage children’s interest and creativity
through science. The Foundation does this with the mission of helping children in Japan mature
into individuals who are always open to challenges.
3.1 Science
Sony Science Education Program for Children has promoted science education for children
continuously since its inception in 1959 as the Sony Fund for the Promotion of Science
Education.
3.2 Music
Sony Music Foundation create programs every year that recommend children the prospect
to enjoy performances by world-class artists. In 2006, the Foundation offered programs to
coincide with the first performance in Japan of a new production of the lyric comedy Les
Paladins by France’s well-known Compagnie Montalvo-Hervieu that combines baroque opera
and modern dance.
Sony Corporation donated the digital cameras used in this digital photo project for children,
organized by UNICEF. The aim of this initiative was to provide children in areas distressed by
the Pakistan Earthquake with a means of sharing their perspectives and fostering creativity and,
in the process, to contribute to the healing process.
4. Sony Volunteer Program.
Someone Needs You is a global, in-house volunteer program designed to enhance community
relationships. Some of the activities are at:
Environment
1. Product recycling
To use limited resources effectively and respect the principle of extended producer
responsibility, Sony is promoting the collection and recycling of end-of-life products and the
design of products conducive to recycling. Sony is committed to the development and efficient
operation of new recycling systems harmonized to the social needs of different regions and
countries.
To ensure the effective use of resources, Sony strives continuously to improve resource
productivity through enhancement of its business processes. Sony also acknowledges the
importance of recycling end-of-life products and extracting resources for reuse. As a
manufacturer, Sony recognizes its responsibility for ensuring the appropriate disposal of end-of-
life products and complying with applicable national and regional laws and regulations. Sony
harmonizes its collection and recycling programs accordingly around the world in compliance
with applicable laws and regulations, including the Home Appliance Recycling Law in Japan, the
EU Directive on Waste Electrical and Electronic Equipment (the WEEE Directive) in Europe and
the Electronic Waste Recycling Act in the state of California, as well as other U.S. state-enacted
recycling laws. Sony’s Green Management 2010 plan contains two targets related to recycling.
These are to continuously increase the volume of resource recovery from end-of-life products
and to continuously improve its reused/recycled materials utilization ratio. There used recycled
materials utilization ratio refers to the percentage of reused/recycled materials, by weight, to a
product’s resource input. Accordingly, Sony strives not only to increase recycling but also to
ensure the efficient use of recycled resources. To achieve these targets, Sony implements
product collection programs and development and adoption of new recycling technologies.
Moreover, to facilitate an increase in the volume of reused/recycled product resources, Sony
promotes the incorporation of recycling considerations into product development and design. In
fiscal 2006, Sony recovered 36,355 tons of resources from end-of-life products and its resource
reusing/recycling ratio was approximately 3%.
References
1) Website http://www.sony.com.my