IBM India: Localizing a Global Model of Corporate Citizenship
(8 pages of text)
In 1999, IBM India became a wholly owned subsidiary of IBM Corporation and established a presence in 14 cities across the country. True to its integrated philosophy of corporate citizenship, as the parent company expanded business operations to growth markets around the world, it rolled out citizenship initiatives in those markets. In 2011, IBM International Foundation awarded a grant of US$100,000 to IBM India for Smarter Villages, an India-specific project whose goal was to bring rural Indian villages to technological parity with cities by setting up supply chains and introducing micro financing and other services to create opportunities for an increase in farmer incomes. IBM India management hoped that, if successful, the project could be embedded in the organizational fabric of the global company and thus would reflect its own responsible leadership. The question was whether it would be possible to inculcate a spirit of stakeholder engagement and inspire volunteerism among the company’s young workforce.
The case is aimed at postgraduate students of management and is best suited for discussion in courses on corporate reputation and strategic leadership. It can be used in management development programs where the discussion will help executive audiences learn about the following:
- Integration of overall corporate and business strategy with societal concerns.
- The approach of embedding corporate citizenship in the fabric of the organization.
- Business benefits and social capital accruing from being a leader in corporate citizenship.
Information, Media & Telecommunications
India, Large, 2012
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