On_Co-Operate_Responsibility

------------------------------------------------- CORPORATE SOCIAL RESPONSIBILITY CORPORATE SOCIAL RESPONSIBILITY  is a form of corporate self-regulation integrated into a business model. CSR policy functions as a built-in, self-regulating mechanism whereby business monitors and ensures its active compliance with the spirit of the law, ethical standards, and international norms. The goal of CSR is to embrace responsibility for the company's actions and encourage a positive impact through its activities on the environment, consumers, employees, communities, stakeholders and all other members of the public sphere. Furthermore, CSR-focused businesses would proactively promote the public interest (PI) by encouraging community growth and development, and voluntarily eliminating practices that harm the public sphere, regardless of legality. CSR is the deliberate inclusion of PI into corporate decision- making ,that is the core business of the company or firm, and the honouring of a triple bottom line: people, planet, profit. INTRODUCTION In this project, the main focus is on the activities carried out by one of the leading sports goods manufacturers, PUMA, in the field of CSR. How the company has managed and undertaken efforts for welfare of the community by helping the under-privileged through various initiatives in the sports sector. These activities are spread across the world and have gained PUMA various accolades and awards. They have been classified under : * PUMA.Peace : “The goal of our PUMA.Peace initiative is to create programs that foster a more peaceful world than the one we live in today,” - Jochen Zeitz, Chairman and CEO of PUMA * PUMA.Vision: PUMA works towards a better world for generations to come through the PUMAVision platform * PUMA.Creative: Through the establishment of the PUMA.Creative Documentary Fund, the company will dedicate financial support, creative counsel and industry recognition to international documentary filmmakers, whose creative storytelling highlights social justice, peace and environmental issues. PUMA. Peace In December 2010, PUMA received the AWARD FOR BEST CORPORATE SOCIAL RESPONSIBILITY (CSR) INITIATIVE at the prestigious Peace and Sport Awards 2010 for its PUMA.Peace program and multilayered campaigns to support global peace Six awards were given to recognize people and initiatives in sport, which made key contributions to social stability in the world during the previous year, at a gala event on December 1 for over 500 distinguished guests from the world of politics, sports, the private sector and civil society. Through the initiatives of PUMA.Peace, PUMA is providing real and practical expressions of this vision by strategically implementing long-term partnerships, creating initiatives and raising global awareness for these projects. PUMA.Peace works to inspire and educate individuals around the globe that peace is possible and utilizes sport as a vehicle to achieve this goal. PUMA continues to raise awareness for the United Nations International Day of Peace; an annual day of global ceasefire and non-violence on September 21, and partners with the non-profit organization that inspired the days creation, Peace One Day. In 2010, over 3,000 One Day One Goal commemorative football matches were played around the globe on or around Peace Day in every UN Member State. RELIEF FOR JAPAN In March 2011, PUMA supported Actor Josh Duhamel and the American Red Cross as part of the actor’s Relief Run for Japan which took place in Santa Monica. Hundreds of kids and celebs came to join Duhamel and his wife, Fergie, who also celebrated her birthday on Sunday, and participated in a two mile run to support the cause. Duhamel, who has been an advocate for the America Red Cross since last year, was decked out in PUMA, including red and white PUMA Faas 500s, as he lead the Los Angeles kids, adults, and celebrities on the charity run. PUMA North America will be donating shoes to the American Red Cross for the victims of Japan’s earthquake. PUMA, as well as the rest of the PPR family, were deeply affected by the natural disasters in Japan. PUMA and the rest of the PPR Luxury Group brands are donating a combined 2 million Euros to the French Red Cross, who has been working alongside the Japanese Red Cross to face the aftermath of the disasters. In addition to PUMA’s Award for the Best Corporate Social Responsibility (CSR) Initiative, five other Peace and Sport Awards were won, including: * Grand Prix for the Peace and Sport Image of the Year, * Award for Best Peace Project from an International Sports Federation, * Award for the Sports Event for Peace of the Year, and * Award for the Sports Non-Governmental Organization of the Year. PUMA.Peace will continue to develop initiatives that promote and support peace across the globe. ONE DAY ONE GOAL CAMPAIGN : 3,000 FRIENDLY MATCHES SEPTEMBER, 2010 Peace One Day’s One Day One Goal, supported by PUMA.Peace, is a monumental campaign to encourage goodwill football matches globally on Peace Day; a day of global ceasefire and non-violence. Through the One Day One Goal campaign, PUMA.Peace and Peace One Day bring together communities and individuals from all walks of life to help build relationships and promote inter-cultural cooperation and respect. Children in South Africa celebrate Peace Day In addition to the regular Peace Day games, 21 One Day One Goal Unity Matches also transpired, supporting peace building efforts and strengthening a fragile peace in many regions. The unity matches included a game played in the formerly war-torn Democratic Republic of Congo, an inter-ethnic match in Ghana, and a high profile game at the national stadium in Haiti. To help support key One Day One Goal goodwill matches, PUMA.Peace provided PUMA fair trade One Day One Goal footballs and PUMA One Day One Goal T-shirts using ‘Cotton Made in Africa’ (supporting subsistence farmers in Africa). AN INCREDIBLE DEMONSTRATION OF THE POWER AND COMMON LANGUAGE OF FOOTBALL AND PEACE COMBINED IN ACTION : A soccer tournament was held between September 17-21 in a camp of 50,000 refugees in ‘Jalozai’ near the city of Peshwar in Pakistan. A total of 300 kids took part in the tournament. PUMA.Peace program recognizes the power of sport to bridge divides and unites people around the world through a common language. PUMA. VISION PUMA announced its new partnership with the South African Football Association on Tuesday, June 7th in Johannesburg. PUMA has become the official technical supplier to the SAFA. PUMA will provide the official playing kits for all associated South African teams, including the National ‘A’, Youth and Women’s teams. PUMA is also SAFA’s official partner in relation to replica kits, fanwear and other merchandise.  In line with PUMA’s CSR commitment to Africa, all proceeds from replica home shirts sales will be donated to the SOS Children Villages in South Africa, a cause designated by the South African Football Association.           Stephen Pienaar and members of the South African Football team launch the new PUMA partnership and kit in Johannesburg Featuring the very latest innovations of PUMA technology, the kit incorporates performance enhancing fabric through moisture wicking properties, mesh inserts on the side for improved ventilation and embossed fabric to enhance the optical appearance. The shirt will also feature both the Protea and SAFA badges.      South Africa will become the twelfth current African international team to be currently outfitted by PUMA, the German company is also supplying : * Egypt, * Ghana * Ivory Coast * Cameroon * Algeria * Senegal * Morocco * Togo * Burkina Faso * Malawi * Namibia.            As part of the brand’s commitment to Africa, PUMA continues to support a number of grass roots and charitable initiatives across the continent.  * In 2010, the sportlifestyle brand launched the Africa Unity kit – the official FIFA sanctioned third kit of all PUMA sponsored African national football teams, with proceeds from global sales supporting biodiversity causes in Africa.  * Later the same year, 10,000 durable footballs were delivered to various football projects across a number of West African countries. * PUMA was also the official sponsor and fanwear supplier of the 2010 Orange African Cup of Nations in Angola.  * In 2009, PUMA incorporated the use of sustainable cotton sources from Africa into its product ranges, supporting the Aid by Trade Foundation’s ‘Cotton Made in Africa’ initiative, developed to improve the living conditions of African cotton farmers and promote environmentally responsible farming practices.         “PUMA’s presence in African football really speaks for itself, their technical innovation and excellence is of course important, but more so is the heritage and support they have demonstrated for this continent over a number of years” -- Kirsten Nematandani, President of the South African Football Association BUSINESS ETHICS PROJECT REPORT ON INITIATIVES INCORPORATED BY “PUMA” IN THE FIELD OF CORPORATE SOCIAL RESPONSIBILTY. BY: NACHIKET V. KALE T.Y. B.M.S., SECTION ‘C’ ROLL NUMBER: 70 PEACE ONE DAY CELEBRATION WITH ADIDAS AT PUMA IN LONDON SEPTEMBER, 2010 In the spirit of Peace One Day, London’s Tottenham Court Road Office hosted a fun-packed after-work party with Adidas on September 21st. Capturing the spirit of Puma JOY, a party took place with various games – such as ping pong, foozball, and pool. Mixed Puma & Adidas teams in were decked out in One Day One Goal t-shirts and created a fun and festive atmosphere. First time in their famous history these two brands owned by the same family, yet fierce rivals made peace and came together to set an example for others ACKNOWLEDGMENT I would like to thank Prof. Archana, the faculty for Business Ethics for assigning such an enlightening topic for project work and giving the choice of selecting the company for the same. This has really helped in understanding the meticulous efforts & innovations the companies take to carry out their corporate social responsibilty, and what impact it has on the society as a whole. INDEX * ACKNOWLEDGMENT * CORPORATE SOCIAL RESPONSIBILITY   * INTRODUCTION * PUMA. PEACE * RELIEF FOR JAPAN * ONE DAY ONE GOAL CAMPAIGN * PUMA. VISION * PEACE ONE DAY CELEBRATION WITH ADIDAS * BIBLIOGRAPHY BIBLIOGRAPHY * www.wikipedia.com * http://vision.puma.com/us/en/ * http://peace.puma.com/us/en/' * http://creative.puma.com/us/en/