Schwittay, Anke / 2009. Taking Prahalad high-tech: The emergence and evolution of global corporate citizenship in the IT industry.
Journal of Corporate Citizenship, 33: 97-107.

In this paper, I analyse the emergence and evolution of e-Inclusion, HP’s flagship global corporate citizenship programme, as a landmark in the history of corporate citizenship in the IT industry. This programme, which existed from 2000 to 2005, was the first explicit attempt by a major high-tech company to operationalise the theories of C.K. Prahalad, by implementing a direct and an indirect bottom-of-the-pyramid (bop) strategy. The first led to the development of pilot programmes that worked directly with the rural poor to test bop products, services and business models and to create new sources of income for project participants. The second strategy saw e-Inclusion establish collaborations with public-sector organisations which until then had been peripheral to HP’s business, but were recognised as vital for e-Inclusion’s operations and HP’s emerging market success. I argue that important lessons can be drawn from this flagship corporate citizenship programme, which can make current IT initiatives more sustainable and meaningful.

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Sector: Education, Enterprise Access
Region: Southern Africa Central America South Asia