Sam­sung sur­vey shows ben­e­fits of good cor­po­rate cit­i­zen­ship

New Straits Times - - Business - The writer is chief ex­ec­u­tive of­fi­cer of the Malaysia Au­to­mo­tive In­sti­tute.

KUALA LUMPUR: Con­sumers be­lieve that cor­po­rate cit­i­zen­ship ac­tiv­i­ties are gen­uinely ben­e­fi­cial and ex­pect cor­po­ra­tions to con­trib­ute to so­ci­ety’s well-be­ing.

These are the find­ings from a re­cent study in nine coun­tries across South­east Asia and the Ocea­nia re­gion, con­ducted by Kadence Sin­ga­pore and com­mis­sioned by Sam­sung Elec­tron­ics Co Ltd.

The re­search also re­vealed pos­i­tive at­ti­tudes around cor­po­rate com­mu­nity en­gage­ment as well as con­sumer opin­ions on cit­i­zen­ship ini­tia­tives.

Data was gath­ered from 1,916 on­line con­sumer in­ter­views in nine coun­tries across South­east Asia and Ocea­nia, in­clud­ing Sin­ga­pore, Malaysia, In­done­sia, 1,300 trainees with the Malaysian Skill Cer­tifi­cate as at De­cem­ber last year. This cer­ti­fi­ca­tion opens up greater op­por­tu­ni­ties for those who pre­fer the skills route to suc­cess.

With that in mind, my ex­pe­ri­ence has taught me that skills and knowl­edge op­por­tu­ni­ties are ev­ery­where. The im­por­tant ques­tion is sim­ple — does the pas­sion ex­ist to make the best of these op­por­tu­ni­ties?

I be­lieve that there is a need for whole-hearted par­tic­i­pa­tion from all in­dus­try play­ers to put coun­try on the road to­wards au­to­mo­tive suc­cess.

We must re­alise, and im­plant this in the gen­er­a­tions to come — that there must be a par­a­digm shift in our mind­sets that the Thai­land and Aus­tralia.

Brand per­cep­tion was also found to be el­e­vated upon knowl­edge of a brand’s com­mu­nity en­gage­ment ef­forts.

Four in five re­spon­dents or 80 per cent, in­di­cated that be­ing aware of Sam­sung’s cor­po­rate cit­i­zen­ship pro­grammes would lead to a sig­nif­i­cantly more pos­i­tive im­pres­sion of the brand.

“While it has long been ac­knowl­edged that com­mu­nity out­reach has an im­pact on brand aware­ness and per­cep­tion, our study reaf­firms that con­sumers still view these ac­tiv­i­ties as in­te­gral el­e­ments to­wards a re­spon­si­ble cor­po­rate cit­i­zen,” said Sam­sung Elec­tron­ics South­east Asia and Ocea­nia vice-pres­i­dent of cor­po­rate mar­ket­ing, Irene Ng. pur­suit of ed­u­ca­tion, be it aca­demic, skills or self-learned is a life-long en­deav­our.

This mind­set should be to­wards the end goal of a suc­cess­ful ca­reer, and not just to land a well pay­ing job.

It all starts with know­ing who we are, our strengths, weak­nesses, and most im­por­tantly. de­vel­op­ing pride in what we have, and want to achieve.

Find out what they are pas­sion­ate about. Find out what they love do­ing. Then, match their pas­sion to the right op­por­tu­ni­ties that will turn their po­ten­tial into tan­gi­ble con­tri­bu­tions to our na­tion.

Au­to­mo­tive jobs are not just for those that work on the pro­duc­tion line. The in­dus­try also re­quires en­gi­neers, sales­men, sketch artists, fab­ric weavers, bankers and in­surance agents among oth­ers.

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