Philanthropic activities by Japanese companies in Thailand in the era of CSR : a cale study of the Redemptorist Vocational School and Panasonic Thailand

Abstract

To find out how Japanese companies in Thailand commit their philanthropic activities. Main objectives in accordance with this aim are to explore the features of philanthropic activities by Japanese companies in Thailand, as well as to explore the philanthropic activities from both points of view, a recipient's and a company's. Firstly, philanthropic activities by Japanese companies in Thailand are researched based on documents and an interview with the Japanese Chamber of Commerce to achieve the first objective. Then, a case study of philanthropic activities at the Redemptorist Vocational School for people with disabilities by Panasonic Thailand is done to reach out the second objective. Philanthropic activities may be divided into two types, ones by individual companies and ones through the Japanese Chamber of Commerce (the JCC). The philanthropic activities by Japanese companies in Thailand have some unique characteristics. First they are influenced by Thai values, which emphasize Buddhism and the royal family. Second they often deal with social problems of Thai society. Lastly though awareness of the environment is high they are not so committed to it. As to the JCC, since it represents japanese companies in Thailand, its philanthropic activities are used to develop good relationship with the Thai government and its bodies. It is reluctant to cooperate with NGOs because of its responsibility to manage its fund. In the case study both the company and the recipient are investigated to get a more complete picture of corporate philanthropic activities. It is found through the interviews with school people that Panasonic Thailand contributes a lot to the school. Panasonic supports the school by providing the curricula, knowledge, technology, and equipments. The sustainable supports are impacted by human relationship, company's policies, and the factors of the Thai society. Through the interviews with people with Panasonic Thailand and the lectures, it is revealed that the principles of Panasonic are infused into the employees, which motivates them to contribute to the school willingly. The idea of CSR originated in the West is transformed into the company's principle. When it is applied to Thailand some changes are made to adapt to the society. It is also revealed that the company does not share information on philanthropic activities with other companies and the activities are not publicized neither by the company nor the school. It can be explained in Thai social context and common values between Japanese and Thai cultures, which emphasize trust-building and long human relationship rather than strategic CSR activities for business. Philanthropic activates by Japanese companines in Thailand can improve co-prosperity of Japanese companies in Thailand and Thai society.