case study

A Case Study of Telstra from the Aspect of

Environment and Human Rights

Introduction

Being the largest telecommunications company, Telstra is owned by the state federal in Australia. The Australian telecommunications business is a leading ISP in Australia with such wire communications as HFC, CDMA, satellite, GSM as well as ADSL digital mobile network. According to the business that Telstra has achieved in the world, the world ranking of Telstra is thirteenth of all the telecommunications companies. Telstra is also the strongest telecom carrier in the Asia-pacific sector. Moreover, Telstra is the leading telecommunications and information services company in Australia, providing communications services and competing in all telecommunications markets. There is a diverse range of business in Telstra, offering 16 million mobile services and 7.5 million fixed voice services and 3 million retail fixed broadband services. It is believed in Telstra that the more people they are connected, the more opportunities and responsibilities they have. That is also the reason why more and more attentions are being paid to affairs relevant to corporate social responsibility and stakeholders.

In this case study, with a further understanding of Telstra, concepts of Corporate Social Responsibility and Stakeholders would be firstly given. Then, performances that Telstra have achieved in corporate social responsibility and relevant stakeholders would be given, especially the aspects of human rights and environmental protection. Finally, there would be a conclusion towards the case of Telstra.

Concepts of CSR and Stakeholders

Corporate Social Responsibility (short for CSR) nowadays receives more and more attention in the public. It has been a discipline in the business and management consensus among staffs on the importance of jointing corporate social responsibility as a future discipline to encourage sustainable socioeconomic development in organizations, and even countries around the world (Memon, Robson and Khattak, 2014). CSR is calling for more responsibilities of corporate for the community, staffs, surrounding environment and consumers while it is producing beifits and taking the legal responsibilities for stockholders at the same time. According to Arnold (2013), corporate social responsibility has also been the theary on ethical business management. Corporate social responsibility requires enterprises not to regard making profits as the only target and operate beyond the original theories, emphasize that enterprises should attach great importance to consumers’ values in the process of manufacturing products, pay attention to its efforts to environment, consumers and social development. That is what has been called a social intangible performance of a company (Segerlund, 2010). According to theary of stakeholder, the best way for an enterprise’s long-term survival and prosperity is to consider and meet the needs of stakeholders to a greatest extent, for stakeholders could impose great influence on the development of an organization. Take Telstra as an example, stakeholders would affect the promotion of business in the process of organization’s pursuit of economic beifits. The increasing importance of the stakeholder has made the stakeholder environment more complex to manage (Schepper, Dooms and Haezendonck, 2014). Hence, attentions have been paid to improve the conditions of stakeholders, which would be demonstrated in the following sectors.

As what has been mentioned above, CSR is a kind of behaviors that companies are undertaking more responsibilities actively. Stakeholders in organizations refer to people who are profitably relevant to the affairs in the organization. Every stakeholder in a society is closely connected to the success of the company. With the needs of stakeholders being met, competitive advantages would also been established (Avlonas & Nassos, 2013). With the rapid development of the economy and society, the company should be responsible to both the profits and the interests of stakeholders who mean it should undertake the social responsibility accordingly (Matilainen, 2013). Generally, there is an increasing pressure and self-demand on companies up-to-date. Many multinational companies from Europe and the United States start to make commitments for social responsibilities. To group with requirements from the public, companies would react via occupational health, environment or the social responsibility authentication.

Performances in Terms of Human Rights in Telstra

In terms of human right in Telstra, resources and skills have been gathered and used to help people and communities in Telstra. It is obvious that the protection of human rights would lay a foundation in the establishment of peaceful community where interests of individuals and units would be fairly respected. Multinational corporations view their human rights obligations or the regulatory dynamic as a trend for human rights’ being entering into operational management (Islam and Mcphail, 2011). Since policies have been the promotion and protection of respect for human rights, human rights protection has also been embodied in Telstra. It is believed in Telstra that people in the community do not just serve the community; they are a part of it and call for a greater range of engagement in it. In Telstra, there are measures and programs

l  Discrimination Against Individuals

With the belief that technologies challenge and change lives of people, Telstra is always taking a lead in addressing accessibility issues through Disability Action Plan (Telstra.com, 2014a). There is also well established agency for disabilities in Telstra. What is more, Great careers and opportunities are being provided to individuals, including male and female individuals. With an elimination of discrimination in the workplace, employees are greatly inspired to get more opportunities and obtain more achievements in business.

l  Careers and opportunities

Aiming at making Telstra a place for work and trying to improve the image and enhancing the communities, opportunities are provided to make people take part in the local communities and other issues. In this process, both the employers and employees would be involved. More employments have been created for individuals and the development and promotion are also clear enough for staffs. Not only opportunities for work and career development have been provided in Telstra, but also opportunities for learning and sharing would be provided, which greatly expand the horizon of individuals in organization (Telstra.com, 2014b).

l  Public Welfare

In Telstra, it is believed that individuals are not separate from each other. Affairs in volunteering and giving are well organized. Issues that matter individuals and community in Telstra would be seen as the affairs of the whole company. Public welfares could be achieved in the form of donation in a wide range. Employees are also being encouraged to contribute their time and skills to help others who are in great need of help (Telstra.com, 2014c).

Performances that have been achieved in Telstra could act as a guideline for both people inside the organization and people and units that are relevant to business in Telstra. Human rights should be respected. However, actions speak louder than words. Take Telstra for an example, it is some of the achievement of corporate social responsibility. What is more, interests of stakeholders would also be concerned. However, though there are methods towards human rights, concepts of legal human rights and bare human rights should be clearly defined in organizations (Mooney, 2012). Ways to ensure the implementation of human rights protection should be found.

Performances in Terms of Environmental Protection in Telstra

Corporate commitment is always needed in the process of business operation. With a full range of services and products have been provided to the consumers, the way that technology influences the environment is front of organizers’ mind. Some achievements have been obtained through social commitment in Telstra, especially in the aspect of environmental protection. In the case of Telstra, ways are being innovated to minimize the impacts that have been imposed on the environment. It is suggested to actively take measures towards environment. Through decreasing the effects of the operations on environment, people should work hard to reduce the influences from services and products offered and take the environment into consideration when making operations. In the case of Telstra, negative issues need to be addressed. There are several key areas relevant to environment protection in Telstra. Measures in several different key areas that help with the environment have been implemented (Telstra.com, 2014d).

l  Paper consumption (print directories)

l  Eco-designed ICT products

l  E-waste

l  Environmental regulatory compliance

l  Sustainable sourcing

l  Greenhouse gas emissions and energy

l  Green information and communications technology (ICT) services

With those ongoing measures to help with the environment and to undertake commitment to environment, there are other achievements in environment protection in Telstra. About99% of the waste has been recycled. Also, as the waste accounts for a large part of the mobile muster, about 14 tones of phones and the related accessories are being processed every year. In the aspect of business activities, the members in eco chaepions are calling for environmental-friendly actions in these places. In addition, Telstra prepare the training for engineers of the next generations on the basis of proper rules. In this situation, those people not only mater the skills in engineering, but also care about the environmental development (Telstra.com, 2014e). It is of great importance to design a system of environment protection for companies to adhere to corporate social responsibility. The performance of corporate social responsibility will lead to the achievement of overall new image in society.

Conclusion

Corporate practices on the basis of the social responsibility and profits of stakeholders are of great importance to organizational operations. It builds a good relationship with the public for a virtuous cycle for the sustainable development of enterprise operation and creates favorable space. Problems caused by enterprises’ lack of social responsibility on society act as a breakthrough point and require companies to undertake more responsibilities to the public. Analysis, which is in face of the public and community and both consumers and enterprises developments, is closely related to the issues that how to carry out public relations practice in corporate social responsibility. However, in the case of Telstra, there would both be the positive and negative aspects, companies should pay more attention to the improvement of the management and implementation of CSR and the protection of stakeholders.

 

References:

Arnold, D. G. (2013). Ethical theary and business. 9th ed. Boston: Pearson Education.

Avlonas, N., & Nassos, G. P. (2013). Practical Sustainability Strategies: How to Gain a Competitive Advantage. Hoboken: Wiley.

Memon, Z.A., Wei Y., Robson, M.K. and Khattak, M.A. (2014). Keeping track of ‘corporate social responsibility as a business and management discipline: case of Pakistan. Journal of Cleaner Production, vol.74, no.2, pp.15-17.

Matilainen, A. (2013). Forest companies, corporate social responsibility, and company stakeholders in the Russian forest sector. Forest Policy and Economics, vol.31, pp.44-49.

Mooney, A. (2012). Human rights: Law, language and the bare human being. Language and Communication, vol.32, no.3, pp.169-181.

Islam, M.A. and Mcphail, K. (2011) Regulating for corporate human rights abuses: The emergence of corporate repoating on the ILO's human rights standards within the global garment manufacturing and retail industry. Critical Perspectives on Accounting, vol.22, no.8, pp.790-810.

Segerlund, L. (2010). Making corporate social responsibility a global concern norm construction in a globalizing world. England: Ashgate.

Schepper, S.D., Dooms, M. AND Haezendonck, E. (2014), Stakeholder dynamics and responsibilities in Public–Private Partnerships: A mixed experience. International Journal of Project Management, vol.32, no.7, pp. 1108-1122

Telstra.com. (2014a). Creating a New Great Place to Work. Retrieved September, 5, 2004, from http://www.telstra.com.au/aboutus/community-environment//sustainability-report/our-people/

Telstra.com. (2014b). Why Work Here . Retrieved September, 5, 2014, from http://careers.telstra.com/Why-Work-Here#page=/Why-Work-Here/Amazing-People/Social-events&filter=*

Telstra.com. (2014c). Volunteering & giving. Retrieved September, 5, 2014, from http://www.telstra.com.au/aboutus/community-environment/volunteering-giving/ 

Telstra.com. (2014d). Better Environmental Outcomes. Retrieved September, 5, 2014, from http://www.telstra.com.au/aboutus/community-environment//sustainability-/environmental-stewardship/

Telstra.com. (2014e). Environment. Retrieved September, 5, 2014, from http://www.telstra.com.au/aboutus/community-environment/environment/