Pfl and Cisco Case

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Introduction The Partnership for Lebanon was an initiative that was started in the wake of the 2006 war in Lebanon. The PFL called upon five powerful U.S. companies to help repair the infrastructure, economy and social wellbeing of Lebanon in its post war state. The participating companies included Cisco Systems, Microsoft, Intel Corporation, Ghadari Inc and Occidental Protroleum. Although the initiative saw widespread initial success in the areas is sought to improve, including emergency relief, job creation, developing ICT infrastructure, workforce training and education, there were growing concerns from the PFL project manager that the project may not be able to maintain its sustainability in the long term. This concern was rooted in the fact that Cisco alone had invested over $15 million into the initiative within the first three years, and was not sure if it could continue providing this kind of capital in the future. Cisco, one of the main contributors to the project, has an outlook of corporate social responsibility as more than just a box to check off in its daily operations. Cisco is an Internet communications company, which throughout its history has been very open to embracing change and innovation. The company places customer satisfaction at the forefront of its business plan and giving back to the community is part of its core values and is infused in its corporate culture. The employees buy into this philosophy, and the company has been named by Forbes as one of the best companies to work for. Tae Yoo, Cisco’s senior vice-president of Corporate Affairs, sums up the company’s attitude towards giving back by stating, “We believe our social investments contribute to our long-term sustainability as a business while also helping to build a stronger, healthier global community.” CSR Lessons It is clear that Cisco stresses the importance of CSR

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