Wang Shiliang1; Hu Chenguang1; Shi Jie1; Li Hui2; Zhang Zhongyuan1; Zhang Gang
(1-School of Management, Zhejiang University, Hangzhou 310058, China; 2-DunAnHoldings Group Co., LTD,Hangzhou 310052, China)
Abstract：A private firm founded in 1987, DunAn has always stuck to its core values of ‘integrity, respectability and professionalism’ and firmly grounded its development on the motto which views that ‘values derive from responsibilities’. Within 25 years DunAn has grown into a successful group company that intertwines the development of business with that of corporate social responsibility. This teaching case presents the route of evolution of corporate social responsibility at DunAn Group. It focuses on the kind of thinking that Mr. YAO Xinyi (group president) and and his managershad gone through in order to build DunAn into a respectable enterprise that seeks wealth through constructing healthy business environments, and that vies for the sustainable development of the firm with that of the larger social milieu. To do this the teaching case articulates a temporal logic embodied in the evolution of corporate social responsibility at DunAn. The firm has undergone a series of stages, from passively responding to environmental changes in socially responsible ways to actively seeking social responsibility at a more strategic and elevated level. To a certain degree, the teaching case reveals a general pattern of the evolution of corporate social responsibility, the wide scope of corporate social responsibility and how sustainable development of corporate social responsibility can be achieved in the long term.
Keywords: corporate social responsibility; strategic corporate social responsibility; elevated corporate social responsibility; evolution; DunAn Group
