BruTEL’s “Going Paperless” Initiative

Abstract

Subject Area

Marketing Management, Consumer Behavior.

Study Level

This case is suitable to be used in advanced undergraduate and MBA/MSc level.

Case Overview

This case highlights the challenges that a telecommunications company encountered with regard to implement the green concept as a part of a corporate social responsibility (CSR) program. Progresif Cellular Sdn Bhd (PCSB) is a telecommunication company that was established in 2014. PCSB integrated its CSR on 2017 to comply with the nation’s vision of 2035. The CSR initiatives were Education, Arts and Culture, Environment, and Entrepreneurship. This case revolves around the challenges of implementing PCSB’s third CSR pillar which was related to conserving the environment. In addressing this agenda, PCSB wanted to implement “going paperless” concept by launching e-billing system. Paperless or e-billing is an electronic version of bill statement that customers can view and pay online. After launching the e-billing system, PCSB realized that the older generation of the customers did not accept the “paperless” concept properly. Statistics revealed that 57% of young customers are using it, whereas only 37% of the older citizens are using it. It made PCSB concerned that how to motivate the senior citizens to go “paperless” in order to save the environment.

Expected Learning Outcomes

Using this case, the students will be able to:

• understand the challenges that are related to going green initiative;

• evaluate the pros and cons pertaining to going “paperless”;

• understand the need for building awareness among young and older population for a better implementation of green act.

Citation

Idris, D.S.R.P.H. and Ismail, H.K.R.H. (2019), "BruTEL’s “Going Paperless” Initiative", Quoquab, F. and Mohammad, J. (Ed.) Green Behavior and Corporate Social Responsibility in Asia, Emerald Publishing Limited, Leeds, pp. 141-146. https://doi.org/10.1108/978-1-78756-683-520191016