2016 Fiscal Year Annual Research Report
Management Strategies of Humantarian Support by Global Enterprise after the Great Tohoku Kanto Earthquake - Lessons Learnt for Future Disasters
|Research Institution||University of Tsukuba |
Pohl Martin 筑波大学, 人文社会系, 准教授 (40580105)
|Project Period (FY)
2014-04-01 – 2017-03-31
|Keywords||Humanitarian Help / Japan / Germany / Triple Disaster / Tohoku Earthquake / CSR / Management|
|Outline of Annual Research Achievements
The research was focussing on the question if humanitarian help is an enlightened self-interest of companies - or if companies involve due to the personal interest of its top-management. Two approaches can be found: patronage (German: Maezenatentum) and sponsorship. Whereas patronage is mainly focused on individual decisions of the top-management, sponsorship is rather embedded in company strategies such as its corporate social responsibility or its marketing activities. As a result, activities done within the approach of patronage may not be deducted from taxation, whereas expenses done as sponsorship may be subject of tax-deduction.
As expected, examples for both phenomena can be found, sometimes even they combine both approaches. Example: The Vice-CEO of Bosch Japan was personally active involved in help, both behind the scenes and openly (in TV), same as the company as such collected globally from its associates money and doubled the amount out of company revenues. In additions, products of the company were donated.
Although it was originally not target of the research, it was found that Japanese companies followed the same strategy. That suggests that this social behavior is embedded in human kind as such. This is a positive result.
However, a fundamental problem turns out with sustainability. Six years after the earthquake support has come to an end, even though many people are in need. Furthermore, many companies being questioned did not evaluate their activities on sustainability. Here is the need for improvement, and it is management which has to provide it.