Modul 1Case 1. IBM–A Front-Runner i

Modul 1
Case 1. IBM–A Front-Runner in Sustainability
During the 1970s, IBM produced mainframe computers, adding machines, typewriters, and telephone
routing systems—much of the advanced information technology of the time. The company was the one of the
largest corporations in the world and ranked seventh in the 1976 Fortune 500 list of largest U.S. corporations.45
However, IBM’s component manufacturing processes produced large amounts of benzene-based materials that are
carcinogenic. In an effort to take the lead in corporate responsibility, IBM established one of the first
environmental programs of its kind in 1971.
The company implemented a three-pronged program that attempted to track waste from creation to
disposal, to reduce IBM’s reliance on toxic chemicals, and to reduce the amount of toxic waste released during the
manufacturing process. IBM incrementally reduced toxic waste by 220,500 tons from 1987 to 2011, a dramatic
achievement. IBM has been able to accomplish this, in part, by recycling 44 percent of the hazardous chemicals
used in its manufacturing processes. The company has also changed manufacturing processes to eliminate or
reduce the use of hazardous materials.
Throughout the late twentieth century, IBM was an industry leader in its efforts to address a variety of
environmental issues. For example, in the 1980s, scientists noticed a hole in the ozone layer of the stratosphere
over Antarctica that protects the earth from harmful ultraviolet radiation. In response, IBM worked to reduce its
use of ozone-depleting chemicals, such as chlorofluorocarbons, and in 1989, IBM led the IT world in its reduction
of such chemicals.
Today, the company has expanded its initiative beyond toxic waste management. Its programs now seek to
reduce energy use, conserve water resources, create energy efficient products, spearhead safety in the use of
nanotechnology, and combat climate change. IBM has also focused on the use of environmentally preferable
substances and materials, and it continues to work to reduce or eliminate its reliance on heavy metals and
carcinogens. The company reduced greenhouse gas emissions in 2011 by 3.2 percent.
IBM works with the International Organization for Standardization (ISO) to create international standards
for toxic and nontoxic waste reduction, water purification, efficient energy utilization, and waste emissions. In
many cases, IBM helped ISO to develop a specific standard and then became the first company to demonstrate
compliance with that standard. In 2011, IBM became the first corporation to meet ISO standards on energy
management systems. The practice of meeting sustainability standards helps IBM maintain market share because
the European Union, the United States, and other countries often give preference in awarding contracts to
companies that have ISO certification. Maintaining market share is more challenging for IBM than it was in the
company’s early days because many companies now compete with IBM. Samsung, Hewlett- Packard, Nippon
Telephone and Telegraph, Apple, Dell, and other companies have crowded the market. By 2012, IBM had
dropped to 19 on the Fortune 500 list.
Leveraging ISO certification helps IBM in its efforts to maintain market share and increase its revenue. In
fact, the company has found that corporate responsibility has given it a better bottom line. During 2011, IBM
spent $114.5 million on its environmental initiatives. During the
same period, savings from environmental policies totaled at least $139 million.Company reports indicate that in
each of the past 20 years, the savings from its sustainability and environmental stewardship programs have
exceeded the costs.
IBM also has an expansive community and corporate citizenship program. For instance, the company has a
program to match employees with community service needs. Over 220,000 IBM employees and retirees have
participated in this volunteer program in areas such as education, economic development, health care, disaster
relief, and environmental programs. IBM also provides employees to serve as teachers for inner city schools
throughout the world. The company continues to pay its employees as they work in the schools. Finally, the
company utilizes its technology in cities worldwide to help struggling governments find solutions to problems
with traffic, emergency services, and infrastructure.
As a company, IBM has set up a steering committee and working group to draft goals and implement CSR
strategies. IBM built an electronic meeting platform called Jams, which facilitates online brainstorming and
engages a wide range of stakeholders. Since 2001, this platform has not only facilitated the collaboration of
300,000 IBM employees from all over the world, but it has also brought thousands of people from government
agencies, nonprofits, corporations, and educational institutions together to identify and address the world’s
greatest challenges. IBM has been a front-runner in environmental stewardship, and the IT giant has set
challenging goals for itself in other areas of CSR.

Hasil (Bahasa Indonesia) 1:

Modul 1Kasus 1. IBM-A terdepan dalam keberlanjutanSelama tahun 1970an, IBM diproduksi komputer mainframe, menambahkan mesin, mesin tik, dan teleponrouting sistem — banyak informasi lanjutan teknologi waktu. Perusahaan adalah salah satuperusahaan terbesar di dunia dan peringkat ketujuh dalam daftar Fortune 500 1976 terbesar US corporations.45Namun, proses manufaktur komponen IBM menghasilkan sejumlah besar berbasis benzena bahan-bahan yangkarsinogenik. Dalam upaya untuk memimpin dalam tanggung jawab, IBM didirikan yang pertamaprogram lingkungan dari jenisnya pada tahun 1971.Perusahaan menerapkan program tiga protes yang berusaha untuk melacak limbah dari penciptaan sampaipembuangan, untuk mengurangi ketergantungan IBM pada bahan kimia beracun, dan untuk mengurangi jumlah limbah beracun dilepaskan selamaproses manufaktur. IBM secara bertahap mengurangi limbah beracun oleh 220,500 ton dari 1987 hingga 2011, secara dramatisprestasi. IBM telah mampu mencapai hal ini, sebagian, dengan daur ulang 44 persen bahan kimia berbahayadigunakan dalam proses manufaktur. Perusahaan juga telah berubah proses untuk menghilangkan manufaktur ataumengurangi penggunaan bahan berbahaya.Sepanjang akhir abad kedua puluh, IBM adalah pemimpin industri dalam upaya untuk mengatasi berbagaiisu-isu lingkungan. Sebagai contoh, pada tahun 1980an, para ilmuwan melihat sebuah lubang di lapisan ozon stratosferover Antarctica that protects the earth from harmful ultraviolet radiation. In response, IBM worked to reduce itsuse of ozone-depleting chemicals, such as chlorofluorocarbons, and in 1989, IBM led the IT world in its reductionof such chemicals.Today, the company has expanded its initiative beyond toxic waste management. Its programs now seek toreduce energy use, conserve water resources, create energy efficient products, spearhead safety in the use ofnanotechnology, and combat climate change. IBM has also focused on the use of environmentally preferablesubstances and materials, and it continues to work to reduce or eliminate its reliance on heavy metals andcarcinogens. The company reduced greenhouse gas emissions in 2011 by 3.2 percent.IBM works with the International Organization for Standardization (ISO) to create international standardsfor toxic and nontoxic waste reduction, water purification, efficient energy utilization, and waste emissions. Inmany cases, IBM helped ISO to develop a specific standard and then became the first company to demonstratecompliance with that standard. In 2011, IBM became the first corporation to meet ISO standards on energymanagement systems. The practice of meeting sustainability standards helps IBM maintain market share becausethe European Union, the United States, and other countries often give preference in awarding contracts tocompanies that have ISO certification. Maintaining market share is more challenging for IBM than it was in thecompany’s early days because many companies now compete with IBM. Samsung, Hewlett- Packard, NipponTelephone and Telegraph, Apple, Dell, and other companies have crowded the market. By 2012, IBM haddropped to 19 on the Fortune 500 list.Leveraging ISO certification helps IBM in its efforts to maintain market share and increase its revenue. Infact, the company has found that corporate responsibility has given it a better bottom line. During 2011, IBMspent $114.5 million on its environmental initiatives. During thesame period, savings from environmental policies totaled at least $139 million.Company reports indicate that ineach of the past 20 years, the savings from its sustainability and environmental stewardship programs haveexceeded the costs.IBM also has an expansive community and corporate citizenship program. For instance, the company has aprogram to match employees with community service needs. Over 220,000 IBM employees and retirees haveparticipated in this volunteer program in areas such as education, economic development, health care, disasterrelief, and environmental programs. IBM also provides employees to serve as teachers for inner city schoolsthroughout the world. The company continues to pay its employees as they work in the schools. Finally, thecompany utilizes its technology in cities worldwide to help struggling governments find solutions to problemswith traffic, emergency services, and infrastructure.As a company, IBM has set up a steering committee and working group to draft goals and implement CSR
strategies. IBM built an electronic meeting platform called Jams, which facilitates online brainstorming and
engages a wide range of stakeholders. Since 2001, this platform has not only facilitated the collaboration of
300,000 IBM employees from all over the world, but it has also brought thousands of people from government
agencies, nonprofits, corporations, and educational institutions together to identify and address the world’s
greatest challenges. IBM has been a front-runner in environmental stewardship, and the IT giant has set
challenging goals for itself in other areas of CSR.

Hasil (Bahasa Indonesia) 2:

Modul 1
Kasus 1. IBM-A Front-Runner dalam Keberlanjutan
Selama tahun 1970-an, IBM diproduksi komputer mainframe, menambahkan mesin, mesin ketik, dan telepon
sistem-jauh routing teknologi informasi canggih waktu. Perusahaan adalah salah satu
perusahaan terbesar di dunia dan peringkat ketujuh di 1976 Fortune 500 daftar terbesar AS corporations.45
Namun, proses manufaktur komponen IBM diproduksi dalam jumlah besar berbasis bahan benzena yang
karsinogenik. Dalam upaya untuk memimpin dalam tanggung jawab perusahaan, IBM didirikan salah satu yang pertama
program lingkungan dari jenisnya di tahun 1971.
Perusahaan ini menerapkan program tiga cabang yang berusaha untuk melacak limbah dari penciptaan ke
pembuangan, untuk mengurangi IBM ketergantungan pada bahan kimia beracun , dan untuk mengurangi jumlah limbah beracun dilepaskan selama
proses manufaktur. IBM secara bertahap mengurangi limbah beracun oleh 220.500 ton 1987-2011, dramatis
prestasi. IBM telah mampu mencapai hal ini, sebagian, dengan mendaur ulang 44 persen dari bahan kimia berbahaya
yang digunakan dalam proses manufaktur. Perusahaan juga telah berubah proses manufaktur untuk menghilangkan atau
mengurangi penggunaan bahan berbahaya.
Sepanjang akhir abad kedua puluh, IBM adalah pemimpin industri dalam upaya untuk mengatasi berbagai
masalah lingkungan. Sebagai contoh, pada 1980-an, para ilmuwan melihat sebuah lubang di lapisan ozon di stratosfer
di atas Antartika yang melindungi bumi dari radiasi ultraviolet yang berbahaya. Sebagai tanggapan, IBM bekerja untuk mengurangi nya
penggunaan bahan kimia perusak ozon, seperti chlorofluorocarbons, dan pada tahun 1989, IBM memimpin dunia IT di pengurangan
bahan kimia tersebut.
Saat ini, perusahaan telah memperluas inisiatif luar pengelolaan limbah beracun. Programnya sekarang berusaha untuk
mengurangi penggunaan energi, melestarikan sumber daya air, menciptakan produk hemat energi, ujung tombak keamanan dalam penggunaan
nanoteknologi, dan memerangi perubahan iklim. IBM juga telah difokuskan pada penggunaan lingkungan lebih
zat dan bahan, dan terus bekerja untuk mengurangi atau menghilangkan ketergantungan pada logam berat dan
karsinogen. Perusahaan mengurangi emisi gas rumah kaca pada tahun 2011 sebesar 3,2 persen.
IBM bekerja dengan Organisasi Internasional untuk Standardisasi (ISO) untuk membuat standar internasional
untuk pengurangan beracun dan tidak beracun limbah, pemurnian air, pemanfaatan energi yang efisien, dan emisi limbah. Dalam
banyak kasus, IBM membantu ISO untuk mengembangkan standar tertentu dan kemudian menjadi perusahaan pertama untuk menunjukkan
kepatuhan terhadap standar itu. Pada tahun 2011, IBM menjadi perusahaan pertama untuk memenuhi standar ISO pada energi
sistem manajemen. Praktek memenuhi standar keberlanjutan membantu IBM mempertahankan pangsa pasar karena
Uni Eropa, Amerika Serikat, dan negara-negara lain sering memberikan preferensi dalam pemberian kontrak untuk
perusahaan yang memiliki sertifikasi ISO. Mempertahankan pangsa pasar yang lebih menantang bagi IBM daripada itu di
hari-hari awal perusahaan karena banyak perusahaan kini bersaing dengan IBM. Samsung, Hewlett-Packard, Nippon
Telephone dan Telegraph, Apple, Dell, dan perusahaan lain telah ramai pasar. Pada 2012, IBM telah
turun menjadi 19 pada daftar Fortune 500.
Sertifikasi ISO Memanfaatkan membantu IBM dalam upayanya untuk mempertahankan pangsa pasar dan meningkatkan pendapatan. Pada
kenyataannya, perusahaan telah menemukan bahwa tanggung jawab perusahaan telah memberikan garis bawah yang lebih baik. Selama tahun 2011, IBM
menghabiskan $ 114.500.000 pada inisiatif lingkungan. Selama
periode yang sama, tabungan dari kebijakan lingkungan mencapai setidaknya $ 139 laporan million.Company menunjukkan bahwa di
masing-masing 20 tahun terakhir, tabungan dari keberlanjutan dan program kepedulian terhadap lingkungan telah
melebihi biaya.
IBM juga memiliki komunitas yang luas dan corporate citizenship program. Misalnya, perusahaan memiliki
program untuk mencocokkan karyawan dengan kebutuhan pelayanan masyarakat. Lebih dari 220.000 karyawan IBM dan pensiunan telah
berpartisipasi dalam program relawan ini di berbagai bidang seperti pendidikan, pembangunan ekonomi, kesehatan, bencana
lega, dan program lingkungan. IBM juga menyediakan karyawan untuk melayani sebagai guru sekolah dalam kota
di seluruh dunia. Perusahaan terus membayar karyawannya karena mereka bekerja di sekolah-sekolah. Akhirnya,
perusahaan menggunakan teknologi dalam kota di seluruh dunia untuk membantu berjuang pemerintah mencari solusi untuk masalah
dengan lalu lintas, layanan darurat, dan infrastruktur.
Sebagai perusahaan, IBM telah mendirikan komite pengarah dan kelompok kerja untuk menyusun tujuan dan menerapkan CSR
strategi. IBM dibangun platform pertemuan elektronik yang disebut Kemacetan, yang memfasilitasi curah pendapat secara online dan
melibatkan berbagai pemangku kepentingan. Sejak tahun 2001, platform ini tidak hanya memfasilitasi kolaborasi
300.000 karyawan IBM dari seluruh dunia, tetapi juga telah membawa ribuan orang dari pemerintah
lembaga, organisasi nirlaba, perusahaan, dan lembaga pendidikan bersama-sama untuk mengidentifikasi dan mengatasi dunia
tantangan terbesar. IBM telah menjadi terdepan dalam kepedulian terhadap lingkungan, dan raksasa TI telah menetapkan
tujuan yang menantang untuk dirinya sendiri di daerah lain dari CSR.