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As it endeavors to transform itself into a Social Value Innovator, NEC is working to improve its CSR activities
based on stakeholder engagement, as emphasized in the ISO 26000 international standard for social
responsibility. In this section, NEC highlights dialogue with people in Great East Japan Earthquake-damaged
areas in the third year of reconstruction and presents a consumer issues case study from discussions with NPOs
who are experts on core subjects of ISO 26000.
Dialogue with CRF
Dialogue in Minamisanriku
Town, Miyagi Prefecture
Dialogue with an NPO (CRF) for Transforming into a Social Value Innovator
In fiscal 2013, the NEC Group continued initiatives to support
restoration from the Great East Japan Earthquake.
Some employee volunteers “voiced their concerns
whether our activities are truly useful for the people in
disaster affected areas.” Others asked, “What do local
people really need?”
So, in February and March 2013, a full two years after the
disaster, more than 100 local residents and NEC Group
employees gathered in two dialogue sessions about how
restoration efforts might unfold in the third year.
One opinion from a resident was that, “Very often our
discussions among ourselves don’t go beyond the ideas
stage. I get the impression that things become more feasible
when we talk with companies.” Another said that, “When we
locals talk among ourselves we tend to hold back, but when
people from companies participate in discussions, we can
In May 2013, NEC held a dialogue with the representatives
of CSR Review Forum–Japan (CRF), an alliance of civil
organizations. The gathering covered consumer issues, a
core subject of ISO 26000, in discussing how BtoB entities
like NEC can create social value that reflects the perspectives
of consumers.
The session drew on a case study in which NEC
collaborated with a customer (an airport authority) to design
an airport flight information system from the perspectives of
general users. The system earned considerable praise from
the฀customer.฀Participants฀from฀CRF฀and฀NEC’s฀Universal฀
Design, customer satisfaction, information security, and think
tank units exchanged opinions on the importance of
consumer perspectives.
speak frankly.” One view from attending employees was that,
“I’d like to move forward by matching the support we can
offer in volunteer activities and in areas in which it would be
best to take part as a business.” Another opinion from an
NEC person was that, “We learned what people want from
us through these discussions.”
Looking ahead, the NEC Group will work as one to
continue to assist with recovery efforts in the disaster-
affected regions.
One opinion from the CRF participants was that NEC’s aim
to boost competitiveness by combining its marketing and
technological capabilities with consumer and social design
perspectives would be the key to becoming a Social Value
Innovator under the “Mid-term Management Plan 2015.”
CRF said that it looked forward to NEC deploying this
approach company-wide.
Dialogue with Miyagi Prefecture’s Minamisanriku Town
—Toward the Third Year of Restoration
STAKEHOLDER ENGAGEMENT
42
NEC Corporation
Annual Report 2013
II
Sustainable Development