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Marketing Management, Consumer Behavior.

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

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.

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.

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.

This case discusses Bank Islam Brunei Darussalam’s (BIBD) social responsibility initiative. Social marketers are committed to people’s health and well-being; they are not profit-oriented and are seeking a larger market share than commercial marketers. One such example is “Community for Brunei” the Corporate Social Responsibility (CSR) initiative by BIBD. It is an online marketplace designed to help small businesses, highlighting different social and philanthropic causes that are important to Bruneians’ nurturing identity. BIBD assists the country’s small, medium, and micro entrepreneurs to actively and competitively expand their businesses through the Brunei community. It aims to help ease and transform the marketplace for struggling entrepreneurs during the pandemic. The Brunei Community Platform uses technology to bring communities together and provide an online ecosystem with integrated digital payment gateways as part of their efforts to encourage a digital society driven by a cashless economy. Other than a digital marketplace, the Community for Brunei has evolved into a social charitable platform conducting charity drives in collaboration with other non-government organizations as well as a donation platform enabling the community to donate and give back to the nation in difficult times such as the COVID-19 pandemic. As part of BIBD’s overall commitment to maintain the United Nations Sustainable Development Goals, events related to Community for Brunei also guards urban areas to ensure its safety, resilience and sustainability. BIBD’s CSR projects also promotes sustainability in consumption and clean production patterns, and takes urgent action by responding to climate change and its impact. The key takeaways of BIBD’s digital platform Community for Brunei is not only to accept but to fully embrace digitization of today’s businesses to not only continue thriving in this very restricted and scarcely resourced environment but to also open up opportunities to enter their goods and services into the global market. It has also become a community-driven and socially responsible platform providing a place for the society to give back to the community.