Intel Corporation's 'World Ahead Program' in Brazil

Abstract: Around mid-2006, Intel launched its community development program called the Intel World Ahead Program in Parintins, Brazil. The case discusses in detail the World Ahead Program which was to be implemented over a five-year period and was an endeavor to spread the benefits of Information Communication Technology across the developing or less developed regions in the world. It highlights Intel's efforts in digitalizing Parintins in association with local partners and the benefits the city enjoyed as a consequence of the various initiatives undertaken by the company.

Issues:

» To learn about the importance of corporate social responsibility (CSR) of a global company in new market development and developing sustainable business.

» To show the role played by NGOs and partners in increasing the effectiveness of CSR activities.

» To show how the CSR activities could go about benefiting not just the target community but also the government, local partners, the business prospects of the company itself, as well as the economy of the region.

» To learn the necessity for creating CSR initiatives based on understanding the needs of the target population, instead of offering an initiative based on the convenience of the company.

Contents:

Keywords:

Corporate social responsibility, CSR, Market development, Emerging markets, Information Communication Technology, Digital inclusion, Healthcare, Intel, AMD

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