CSR az innováció szolgálatában. A Tungsram, mint a kormány-stratégiai partner vállalata CSR tevékenységének esetalapú vizsgálata

Abstract

THE AIMS OF PAPER CSR-mapping of Tungsram as a strategic partner of Hungarian government stands in focus of study. Based on its objective, authors attempted to capture complex analysis: they wanted to outline company's CSR activities and related processes, from identifying stakeholders to involving them, through process management, till measuring and evaluating practices. METHODOLOGY Authors conducted document-analysis and two semi-structured interviews. Methodology was supplemented by a quantitative survey focusing on employee satisfaction, as well. MOST IMPORTANT RESULTS Parallel to dimensions of previous literature processing, Tungsram's CSR objectives are (i) driven by business decisions and business decision-makers, (ii) the company's CSR activities go beyond statutory principles and regulations, and (iii) the company is working to promote sustainable and less environmentally friendly technologies through the development and market introduction of innovative solutions. Connecting to research and innovation centers, as well as representative implementation and testing of some complex “smart-solutions” projects are crucial when consolidating presence in international markets. For this, strategic business cooperation with government provides an appropriate and flexible framework. RECOMMENDATIONS The transforming market, the strategy that is still taking shape, and the restructuring process following separation from the former multinational owner, are supported by a CSR organization that has not yet been boned. At the same time this department is shaping its own vision and aware that it is no longer need to localize actions dreamed at headquarters of a multinational company, but to develop and execute specific „Tungsram-focused” actions. Not only evolving corporate strategy but CSR programs itself are designed to support innovation-management, which - through systematic development of programs and feedback of standard indicator systems - can further support Company's domestic and foreign market operations and goals.