Ch. 3- Ethics and Social Responsibility

What are ethic and social responsibilities? Why do companies do this? BlackBerry is a clear example of this definition. Research In Motion is involved in many community activities and sponsorship opportunities. 

Unfortunately, one of their recent ‘involvements’ was during the wake of Haiti Disaster. Blackberry users received a BlackBerry Messenger message with regards to the relief fund setup.

Over the past few days some BlackBerry owners have received a new BBM stating that RIM is donating 35 cents every time the BBM is passed on. According to RIM, that's not true.

The message was marked with a Red Cross symbol. It read:

"Because of what has transpired in Haiti recently, BlackBerry has decided to help out and give 35 cents for the cause when you pass this message along to your friends on BBM (btw how blackberry sees this is through their Red Cross symbol)."

This fake fundraising message put BlackBerry in a bad social light. Especially since the Haiti efforts were something not to be taken lightly. RIM responded to this falsification of information stating it was indeed a ‘spam’ effort and made sure the public was aware.

Research In Motion has been involved in numerous sponsorships, most notably sporting events and fundraising campaigns. Blackberry has sponsored the Asian Tour, a golfing event and the Formula 1 racing event.

BlackBerry is the current sponsor for U2’S 360 degree 2010 Tour. This comes after it sponsored the Black Eyed Peas World Tour. They have been backing large groups as these for some time now and have branded everything imaginable at these events. Commercials have been made and distribution materials given out at the event, etc.

BlackBerry teamed up with eBay this past month to support the Motion Picture & Television Fund which is caring for the entertainment community. The MPTF provides healthcare, child care, residential living and care for older adults, as well as social and charitable services.

RIM is an intricate part of the Canadian workforce and the community as a whole. Internally, RIM provides healthcare services, onsite massage services and discounted gym memberships to promote the wellness of their employees. They support education and are involved many charitable events even having a Philanthropy Team established that is responsible for reviewing new proposals and continuing their community involvement.

This involvement is crucial in surviving in an ever-changing world and enables the company to gain support by those a part of these causes. Although very little support and social responsibility has been placed in the America’s, Research In Motion continues to be a valuable link to the societal chain in Canada, its home base.

If I were them I would start placing emphasis to support events/places in the U.S just like what they are doing in Canada and other places because mainly most of their sales do come from the U.S and what better way to show their appreciation that to actually do something for the U.S.