are pushing forward sustainable development in Malaysia · Appendix ... Group Corporate Affairs...

Malaysian-German Chamber of Commerce and IndustryDeutsch-Malaysische Industrie- und Handelskammer

Organized by

In cooperation with Endorsed by

How German Multinationals are pushing forwardsustainable development in Malaysia

National Key Result Areas

Final Report

In partnership with

Premium partner Outdoor media partner

Corporate Responsibility Conference 2012. Final Report.

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Table of Contents 1. Preface ............................................................................................................................. 2

1.1. Background of the Conference ................................................................................... 3

1.2. The Next Steps. ......................................................................................................... 4

2. A Dialogue on the Corporate Responsibility Landscape ............................................. 6

3. Proceedings of the Conference ..................................................................................... 8

3.1. Monday, 1 October 2012 ............................................................................................ 8

3.2. Tuesday, 2 October 2012 ........................................................................................... 9

3.2.1. Press Conference ................................................................................................. 9

3.2.2. Corporate Responsibility Conference Breakout-Session Reports........................ 11

4. Exhibition ...................................................................................................................... 21

5. Advertisement ............................................................................................................... 22

6. Wrap Up – Main Conclusions of the Conference ........................................................ 23

7. Appendix ....................................................................................................................... 24

7.1. Speakers & Moderators ............................................................................................ 24

7.2. Conference Program ................................................................................................ 33


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1. PREFACE

The Malaysian-German Chamber of Commerce & Industry (MGCC), in cooperation with German federally owned agency Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH, endorsed by National Key Result Area Against Corruption/Malaysian Anti-Corruption Commission, Government of Malaysia and supported by Multinational Corporations Allianz Malaysia Berhad, Bayer Co. (Malaysia) Sdn Bhd, B. Braun Medical Industries Sdh Bhd, Infineon Technologies (Malaysia) Sdn Bhd, Katchi Group Sdn Bhd, Mercedes-Benz Malaysia Sdn Bhd, SGL Group Malaysia, Siemens Malaysia Sdn Bhd and TUV Rheinland Malaysia Sdn Bhd, hosted a conference entitled Corporate Responsibility Conference 2012 on Sustainable Strategies by German Businesses in Asia on 2 October 2012 in Kuala Lumpur. This business community conference discussed key CSR trends and issues in Malaysia including regional aspects and created a dialogue built on best practices and case studies of German companies and organizations in various CSR areas. The insights into the policies and strategies of renowned German players as well as practical tools to implement such goals in business processes will strengthen and stimulate similar developments in Malaysia and the Asian region. Around 180 delegates from different stakeholder groups, mainly the middle and senior management of private listed companies, but also Small-and-Medium-Sized Enterprises, NGOs and the academic world joined the inaugural event.

The purpose of the conference was to raise awareness of CSR policies, strategies and initiatives among German businesses in Malaysia and the ASEAN region and to help understand how those companies can have a positive impact on the Malaysian landscape, therefore, supporting the roadmap of the Governmental Transformation Plan (GTP) and the Economic Transformation Plan (ETC) to turn the country into a developed, high-income nation by 2020.

We were particularly privileged by the participation of Dato Mohammad Medan Abdullah, Senior General Manager, Group Corporate Affairs Division, PETRONAS and Mr. David Oberhuber, Country Head of the GIZ Office in Bangkok. This marked the mutual interest for the Southeast Asian as well as German parties and an overlapping vision and mission.

The first session set the scene by discussing CSR activities of German-based multinational corporations as well as German government funded organizations in Malaysia, taking into consideration challenges and main differences between Europe and Southeast Asia.

The second session very much focused on the fundamental issue necessary for ethical business behavior in a company: tools and methods for transparency, due diligence and accountability. Which practices are put in place to avoid corruption and guarantee compliance with laws?

The third session was designed to concentrate on Myanmar as an example of, in this case, an emerging country, and the challenges related to entering an upcoming market in terms of human rights, responsibly supply chain management and anti-corruption practices.

The fourth session was dedicated to the broad topic of Occupational Safety & Health, covering it from the perspective of the employee as a valuable factor in the dynamic organizational process of CSR in an Asian context.

The fifth session discussed the socio-cultural and economic issue of road safety in Malaysia, combining the perspectives of technological/commercial advantages, innovation, behavioral change and the overall social cause.

The sixth session concentrated on the topic of responsibility all along the supply chain, paying particular interest in resource intensive industries such as agriculture and


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petrochemical industry and how they address the issue of production responsibility.

The seventh session discussed the nexus between innovation and fighting for a social cause. How can Multinational Corporations encourage sustainability and innovation in its industrial processes? What are the company‟s drivers towards sustainable development?

The final session focused on the final act of CSR activities: Measuring the results and reporting the sustainability performance. In this context, we were interested in getting to know the ways of reporting and how it can affect your shareholder value and investor‟s attention.

In his keynote remarks, Dato Mohammad Medan Abdullah, Senior General Manager, Group Corporate Affairs Division, PETRONAS, referred to the Multinational Corporation‟s widespread CSR engagements encompassing community building, education as well as corporate governance and sustainable business practices. Partnering strategically with international players in form of collaborations and joint ventures, a sound set of values embracing a socially responsible and sustainable development is necessary to guarantee a long-term shareholder value and trust of the brand. Over the last 38 years, PETRONAS has successfully created a company employing about 48,800 people in more than 20 countries, globally, with revenue of US$97.4 billion (RM309.73 billion) and ranking on the 68th spot on the Fortune Global 500 list this year. As an energy company, PETRONAS is particularly committed to proving their social performance and following their seven results area as part of their Corporate Sustainability Framework.

Following the representative from PETRONAS, Mr. David Oberhuber, Country Head of the GIZ office in Thailand, highlighted in this keynote address the German governments international engagement in sustainability by cooperating with the private sector in form of a Development Partnership with the Private Sector (DPPs) and the necessity of Multinational Corporations to be the forerunner in innovative solutions for sustainable business practices. Sustainable development can be the link between international development cooperation and the vision and mission of private businesses.

1.1. BACKGROUND OF THE CONFERENCE

Any development centered purely on economic growth is not sustainable. With Malaysia catching up as an emerging economy transforming into a high-income society, the concept of Corporate Social Responsibility (CSR) has become more and more important in production processes, business practices and corporate ethics. Malaysia has been offering German companies a growth market for its exports, services and soft skills development. Is it also a chance for the German Private Sector to assist the country in tackling development issues and developing regional partnerships?

What are the main issues and in which way do German responsible businesses make positive impacts on working and living conditions in Malaysia? In which way can responsible corporate business of German MNCs support the country’s national transformation?

In Malaysia: As early as September 2006, Bursa Malaysia, the country's stock exchange, launched a framework for the implementation and reporting of CSR activities of listed companies. In November 2011, Bursa Malaysia launched a Business Sustainability Program in order to assist and encourage Malaysian public-listed companies to integrate sustainability into their business strategies. The program includes the publication of a sustainability guide for company directors and the introduction of a Sustainability Knowledge Portal on Bursa Malaysia‟s website. Taking this a step further, the Malaysian government


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CSR Germany (www.csrgermany.de) – The CSR Internet portal of Germany‟s four leading business organizations BDA, BDI, DIHK and ZDH

included sustainability as one of the three goals highlighted in the New Economic Model. In 2010, the government allocated RM 100 million for a CSR development fund. The New Economic Model also addresses other CSR related matters, such as a commitment to significantly reduce carbon emissions, which is supported by a RM 1.5 billion Green Technology Fund for research and development towards environmental sustainability.

The German angle: The number of companies which have made CR / CSR an integral part of their corporate commitments and corporate strategies is constantly growing in Germany. The leading German business associations BDA (Association of Employer Federations), BDI (Federation of German Industry), DIHK (Association of German Chambers of Commerce and Industry) and ZDH (German Confederation of Skilled Crafts) recognize CSR as a priority and a vital contribution of companies to the realization of the concept of sustainable development. The apex associations engage in this topic in a national as well as international policy dialogue, thus supporting individual businesses in their voluntary and responsible initiatives. In October 2010, the Federal government, hand in hand with the private sector, adopted a National Engagement Strategy and the National Strategy for Corporate Social Responsibility (Action Plan for CSR) with the aim of strengthening and increasing CSR on the part of enterprises and public institutions in Germany. This aims at supporting CSR conscious enterprises to act as role models, at creating further incentives for adopting CSR and at providing assistance for implementing CSR in everyday business conduct. In addition, the German government engages in the international promotion of CSR. It supports fair trade and backs responsible, sustainable engagement by companies in developing countries, for example through programs to support development partnerships with the private sector such as develoPPP.de.

Homepage of developpp.de


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1.2. THE NEXT STEPS

CREATING A COMPETENCE CENTER ON CORPORATE RESPONSIBILITY

AND SUSTAINABLE BUSINESS PRACTICES

In cooperation with partners from the German corporate and public sector the Malaysian-German Chamber of Commerce and Industry (MGCC) plans to establish a knowledge center to provide support services in Malaysia for corporate responsibility and sustainable business practice initiatives, programs, trainings, information, research and consultancy (working title: Competence Center for Corporate Responsibility and Sustainable Business Practice). These services will be available to all companies in Malaysia as well as to public sector entities.

After an initial start-up period of 2 years, the center shall become self-sustainable. During the start-up there will be a requirement of co-financing by partners, whereas the remaining finance requirements will be generated through fees charged for individual activities.

Based on the outcome of the Conference and the findings of a Corporate Responsibility survey conducted among MGCC members, the following areas highlight topics of particular interest and urgency as well as ongoing activities by individual German companies:

Compliance / Anti-Corruption

Carbon/GHG Reduction

Sustainable Supply Chain Management

Road Safety

These fields are initial ideas, which should be extended or complemented by the ideas of the partners.

The Competence Center will be designed to drive corporate responsibility and sustainable business practice issues in Malaysia by:

Establishment of a platform located at the MGCC strengthening the voice of the German private sector in corporate responsibility and sustainability issues in Malaysia and beyond

Creating a CR network of the corporate sector and connecting it to other interested parties, such as CSR practitioners, governmental bodies, NGOs etc.

Improving the co-ordination and information exchange regarding the conceptualization and implementation of corporate responsibility between all stakeholders

Providing advisory and consultancy services for the conceptualization and implementation of corporate responsibility projects (targeted are SMEs)

Conducting basic and further in-house training together with external coaches

Organizing workshops, seminars and conferences based on the interest of the member organizations

Conducting research including case studies and best practices as well as drafting documents and strategy papers („White Papers‟) for the dialogue between stakeholders

Developing regional activities in the ASEAN region to broaden the reach and the scope of initiatives


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2. A DIALOGUE ON THE CORPORATE RESPONSIBILITY LANDSCAPE

During the one-day Corporate Responsibility Conference 2012, 27 international speakers and moderators discussed how Malaysia and the ASEAN region can leverage on CSR initiatives and experiences with particular tools put into practice by German businesses. The speakers at the conference represented a multifaceted variety of backgrounds and perspectives. Perspectives and assessments came from partnering organizations such as Mercedes-Benz Malaysia, Allianz Malaysia Berhad, BAYER Co. (Malaysia) Sdn Bhd, TÜV Rheinland Malaysia Sdn Bhd as well as representatives from the National Key Result Area (NKRA) Against Corruption/Malaysian Anti-Corruption Commission and Ministry of Human Resources.

In order to attain this goal, relevant stakeholders from the private and public sector such as representatives from the middle and senior management of MNCs, governments representatives, NGOs and local universities came together to discuss key issues in the capacity building and knowledge transfer bringing forth a socio-economically and environmentally sound business development in Malaysia and beyond.

The conference was organized by the Malaysian-German Chamber of Commerce and Industry (MGCC) in cooperation with German federal agency Deutsche Gesellschaft fur Internationale Zusammenarbeit (GIZ) GmbH, endorsed by the National Key Result Area (NKRA) Against Corruption and supported by our partners Allianz Malaysia Berhad, BAYER Co Malaysia Sdn Bhd, B. Braun Medical Industries Sdn Bhd, Infineon Technologies (Malaysia) Sdn Bhd, Katchi Group Sdn Bhd, Mercedes-Benz Malaysia Sdn Bhd, SGL Group Malaysia, Siemens Malaysia Sdn Bhd, TÜV Rheinland Malaysia Sdn Bhd.

The 180 delegates were updated on current policy standards, Corporate Responsibility strategies and initiatives of private businesses and organizations aiming at the implementation of CSR tools and instruments for a sustainable future in Southeast Asia.

Case studies by Germany-based Multinational Corporations such as Allianz Malaysia Bhd, Mercedes-Benz Malaysia and Infineon Technologies (Malaysia) Sdn Bhd particularly highlighted CSR issues of specialized sectors and how to adapt to a foreign market and culture.

Welcome remarks by HE Dr. Günter Gruber, Ambassador of the Federal

Republic of Germany to Malaysia

Keynote address by Mr. David Oberhuber, GIZ GmbH Office Bangkok/Thailand

Keynote address by Dato Mohammad Medan Abdullah, Senior General Manager, Group Corporate Affairs Division, PETRONAS


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The conference focused on the following areas of interest:

German CSR activities in emerging markets

Good Governance / Integrity / Anti-Corruption

Sustainable Strategies for Emerging Markets (Case Study of Myanmar)

Occupational Safety, Health and Environment

Road Safety and Cause Related Marketing

Responsible Supply Chain Management

Innovation linked to Sustainability

Reporting Issues

In which way can German businesses support CSR activities in emerging markets? How are the issues addressed and what are the challenges? What are the potential alliances to enable capacity building for an emerging market and high-income society?

Participants came from: Kuala Lumpur City Hall (DBKL), PETRONAS, PricewaterhouseCoopers Advisory Services Sdn Bhd, SIRIM, Majlis Amanah Rakyat (MARA), YTL Corporation Berhad, Universiti Utara Malaysia, Universiti Tunkul Abdul Rahman, Universiti Kebangsaan Malaysia, Rohde & Schwarz Malaysia Sdn Bhd, MONIER Sdn Bhd, Ministry of Higher Education, Malaysian Automotive Association, LCTH Corporation, KPMG Management & Risk Consulting Sdn Bhd, Felda Holdings Berhad, EU-Malaysia Biomass Sustainable Production Initiative (Biomass-SP), 1 Malaysia Development Berhad, Asian Football Confederation, CSR Asia, Cypark Resources Berhad, BASF Malaysia and many more.

The one-day conference was followed by a two-day workshop in the premise of the MGCC), entitled „Embedding CSR into your company: How to get buy-in from your board, management, suppliers and stakeholders‟ and conducted by sustainability expert Toby Webb from UK-based Ethical Corporation. The workshop was organized as a combination of short presentations, detailed case studies and interactive small group discussions and practical sessions. It was the objective to provide practical ideas on how to best address the challenges of communication the opportunities and business case for corporate social responsibility and sustainability. The workshop provided the participants – among them many representatives from Dewan Bandaraya Kuala Lumpur (DBKL) - with great opportunities to network with other companies and exchange on the lessons and experience learned.

Delegates at the Conference: A captivated audience Delegates in the Foyer at the Exhibition Area


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3. PROCEEDINGS OF THE CONFERENCE

3.1. MONDAY, 1 OCTOBER 2012

Reception hosted by the German Embassy at the Residence of the Ambassador of the Federal Republic of Germany to Malaysia

On the occasion of the Corporate Responsibility Conference on How German Multinational Corporations are pushing forward sustainable development in Malaysia and beyond, the German Embassy hosted a reception at the Residence of the German Ambassador to Malaysia, Dr. Günter Gruber. Mrs. Christiane Gruber, Officer of Economic Affairs and Protocol and Dr Ernst Röder-Messell, Counselor for Economic, Commercial and Environmental Affairs, represented the Embassy. The reception at the Residence focused on a networking among the participants, VIPs and international speakers.

From left to right: Dr. Matthias Ludwig, President & Managing Director, Infineon Technologies (Malaysia) Sdn Bhd; Mr. Roland Folger, President & CEO, Mercedes-Benz Malaysia Sdn Bhd; Mr. Herbert Dittmar; Managing Director, BAYER Co. (Malaysia) Sdn Bhd; Dr. Volker Seidl, Director of Business Management, BASF PETRONAS Chemicals Sdn Bhd; Dr. Ernst Röder-Messel, Economic Counsellor, Embassy of the Federal Republic of Germany to Malaysia; Prof. Dr. Rebecca Chung-Hee Kim, Assistant Professor of CSR and International Management, Nottingham University Business School Malaysia; Ms. Julia Langendorf, Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH Thailand; Mr. Thomas Lehmann, Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH Thailand; Mr. Daniel Thomann, Head of Programme

Management, II, sequa gGmbH; HE Dr. Günter Gruber, Ambassador of the Federal Republic of Germany to Malaysia.

Mr. Roland Folger, President of Mercedes-Benz Malaysia Sdn Bhd and Dr. Matthias Ludwig, Managing Director of Infineon Technologies (Malaysia) Sdn Bhd

From left to right: Ms. Bernadette M. Puspawati, Katchi Group Sdn Bhd; Prof. Dr. Rebecca Chung-Hee Kim, Nottingham University Business School Malaysia; Dr. Sundari Ramakrishna, WWF Malaysia; Ms. Malathy Ramakrishnan, Allianz Malaysia Bhd; Ms. Ng Siew Gek, Allianz Malaysia Bhd.

Ms. Leena Wokeck, Director of the CSR Asia Center at the AIT; Mr. Jens Reisch, Chief Executive Officer, Allianz Malaysia Bhd.


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In his opening remarks, Ambassador Dr. Günter Gruber highlighted the interest of the German government to encourage sustainable development and an exchange of ideas between Germany and Malaysia.

Mr. Alexander Stedtfeld, Executive Director of the Malaysian-German Chamber of Commerce and Industry (MGCC), thanked all partners in making this event possible. He particularly welcomed the guests from Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH who supported the MGCC in its activities in pushing forward the issue of sustainable development by co-organizing this bilateral event. The joint interest of addressing particular timely topics in this conference could be clearly seen.

Last but not least, Mr. David Oberhuber, Country Head of the GIZ Office in Bangkok, welcome the initiative and first time cooperation with the Malaysian-German Chamber of Commerce and Industry (MGCC) in this scale.

The conference will provide an important push in this field bringing corporate and public players together in shaping Malaysia‟s future in sustainable mobility.

The networking session counted around 60 participants at the Residence of the German Ambassador and kicked off the meeting of minds in a relaxed and talkative way. Representatives from the public and private sector, governmental bodies and NGOs came to together to exchange ideas and experiences in vivid conversations.

3.2. TUESDAY, 2 OCTOBER 2012

3.2.1. Press Conference

A press conference in the Bunga Raya Room included press representatives of The Malaysian Reserve of the International Herald Tribune, Bernama, Oil & Gas Malaysia and News Straits Times. Following the opening statements by Mr. Alexander Stedtfeld, HE. Dr. Günter Gruber, Ambassador of the Federal Republic of Germany to Malaysia, Mr. David Oberhuber, Country Director Malaysia & Thailand, Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH, Ir. Lee Swee Eng, President, MGCC and Dato Mohammad Medan Abdullah, Senior General Manager, Group Corporate Affairs Division, PETRONAS,

At the press conference (from left to right): Mr. Alexander Stedtfeld, Executive Director, MGCC, Mr. David Oberhuber, Country Director, GIZ Office Thailand & Malaysia; Ir. Lee Swee Eng, President, MGCC; HE. Dr. Gunter Gruber, Ambassador of the Federal Republic of Germany to Malaysia; Dato Mohammad Medan Abdullah, Senior General Manager, Group Corporate Affairs Division, PETRONAS


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Copy of the article in the „Malaysian Reserve‟ on 5 October 2012.

the journalists brought up questions related to German expertise in the CSR area.

The interest of the media was more focused on how Malaysian companies can benefit from the best practices in CSR and expertise that the Germans have to offer.

Following the conference, an article published in the „Malaysian Reserve‟ focused on Ir. Lee Swee Eng‟s remarks on how Malaysia can to learn from the German companies, can invest in the German landscape of, among others, energy efficiency, and kick off joint ventures in the West European country.

Mr. David Oberhuber, Country Director, GIZ Thailand

HE Dr. Gunter Gruber, Ambassador of the Federal Republic of Germany to Malaysia.

Dato Mohammad Medan Abdullah, SGM, Group Corporate Affairs Division, PETRONAS


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3.2.2. Corporate Responsibility Conference Breakout-Session Reports

Session 1 – GERMAN CSR SUCCESSES REVISITED. CSR IN GERMANY AND MALAYSIA. A SIMPLE ONE-WAY ROAD FROM NORTH TO SOUTH?

Dr. Jochen Weikert (Senior Manager, Private Sector Cooperation, Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH), Jens Reisch (CEO, Allianz Malaysia Berhad), Puvan J. Selvanathan (Chair of the UN Working Group on Human Rights & Business (Geneva) and Head of the Sustainable Agriculture Initiative UN Global Compact (New York))

Background

The German federal government replaced its broad sustainability strategy from 2002 and adopted the „National Strategy for the Corporate Responsibility of Companies‟ and the 'CSR - Action Plan' on 6 October 2010. With the 'CSR Action Plan', the federal government, hand in hand with Germany‟s private sector, intends to strengthen and develop the corporate responsibility of companies and public institutions in Germany. The objective is to increase the role of responsible companies as leading examples.

In addition, the German government engages in the international promotion of CSR. It supports trade and backs responsible, sustainable engagement by companies in developing countries, for example through programs to support development partnerships with the private sector such as develoPPP.de

In Malaysia, with the government‟s direct aim to become a high-income society in 2020, many initiatives were launched to make the country more reliable for its business practices and attractive for foreign investment. To stay competitive, the government launched the „Silver Book‟ in 2006, a manual on corporate sustainability, and at the same time the local stock exchange launched a framework for listed companies. Malaysia, and other ASEAN countries alike, has been offering German companies a growth market for its exports, services and soft skills development. Is it also a chance for the German Private Sector to assist the country in tackling development issues and developing regional partnerships?

Dr. Jochen Weikert (GIZ Gmbh) emphasized the different starting points in a globalized world: In densely regulated, industrialized countries CSR as a voluntary activity goes beyond statutory regulations („beyond compliance‟). In contrast, in less regulated regions, developing and transition countries CSR is considered as an approach towards furthering

From left to right: Ir. Swee Eng Lee, President of the MGCC; HE. Dr. Gunter Gruber, Ambassador of the Federal Republic of Germany to Malaysia; Dato Mohammad Medan Abdullah, Senior General Manager, Group Corporate Affairs Division, PETRONAS; Mr. Alexander Stedtfeld, Executive Director of the MGCC; Mr. David Oberhuber, Country Head, GIZ Office Thailand/Malaysia


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“Corporate Social Responsibility refers to responsible activity on the part of businesses with the aim of using their available leeway to foster sustainable development.”

(BMZ policy paper, Special 171)

compliance with statutory social and ecological minimum standards („towards compliance‟). Development Partnerships with the Private Sector can have an impact on developing and transition nations.

As a unique example of German multinational‟s CSR initiative, Mr. Jens Reisch (Allianz Malaysia Berhad) introduced its own „Allianz4Good‟program, the Group‟s central unit responsible for promoting CR and further integrating sustainability into all

areas of Allianz business. Touching on the constant assessment of emerging trends or issues, the company identifies in which way those developments could create a business case and make most „business sense‟. Depending on the core business of each company, particular topics of interest (in this case financial literacy and risk management) in terms of corporate responsibility would evolve. Mr. Reisch emphasized the fact that the corporate responsibility strategy cannot just be copied to the Malaysian context but needs to be localized which leads to a number of challenges. In this case, the local definition of CSR as charity or philanthropic activities needs to be changed to the understanding of long-term partnerships. This requires a change in the mindset. He advocates a mindset that CR has to be integrated into different business levels, in product and services, business practices and ethics. However, he mentioned the difficulty of monitoring and measuring the impact of Allianz4Good on the wider public sphere.

Session 2 – THE BIGGER PICTURE. TOWARDS A BETTER CORPORATE GOVERNANCE, COMPLIANCE AND INTEGRITY

Dato‟ Hisham Nordin (Director of the NKRA Corruption Delivery Management Office, Government of Malaysia), Herbert Dittmar (Managing Director, BAYER Co. (Malaysia) Sdn Bhd), Rohizwan Ahmad (Head of the Legal & Compliance Department, Mercedes-Benz Malaysia Sdn Bhd), Datuk Paul Low Seng Kuan (President, Transparency International Malaysia)

Dato‟ Hisham Nordin (NKRA Against Corruption) informed about the Government Transformation Plan‟s Seven National Key Result Areas, most importantly the area of fighting corruption in the country which cannot be measured by statistics alone. The organization aspires to reduce corruption through enforcement and compliance, enhance transparency to improve the score in the corruption perception index and, therefore, improve the public perception on the integrity of national services. After all, public participation as well as critical public press is the key issue to achieve a cultural change. Eventually, 27 initiatives against corruption were set up, highlighting the importance of courts and judges as well as persecutors. A success story is the increase of trials (arrest cases brought to trial 59,4%); also the whistle blowing act is an important achievement. The so-called GTP 2 will be launched in 2013 and will include public support and education (prevention secretariat in teacher‟s training college; training of MPs; incorporate anti-corruption element in textbooks in primary and secondary schools) as a new element; also improves enforcement agency, grand corruption and government procurement.

Herbert Dittmar (BAYER Co. (Malaysia) Sdn Bhd) spoke about Bayer‟s „Ultimate Corporate Responsibility = Sustainability‟ approach, meaning that economic, social and ecological strategic objectives must definitely be of equal weight. Furthermore, he emphasized that it is a crucial point to have an independent verification of the results. He shared with the audience Bayer‟s internal „W.I.N.S.‟ tool; standing for Worldwide Integrity is Necessary for


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Success, which is valid for all employees. 10 principles of business conduct are put in place, namely fair competition, integrity in business dealings, principle of sustainability, upholding foreign trade laws, safeguarding equal opportunity in securities trading, proper record-keeping and transparent financial reporting, fair & respectful working conditions, respecting the legally recognized rights of others, keeping corporate and personal interests separate and cooperating with authorities. BAYER‟s compliance initiatives in Malaysia include a mandatory compliance committee, a compliance hotline, signing the W.I.N.S. letter, signing the Corporate Integrity Pledge in July 2012, regular trainings for employees as well as a sustainable business conduct as an integral part of the performance review.

Mr. Rohizwan Ahmad (Mercedes-Benz Malaysia Sdn Bhd) wrapped up the session by discussing Daimler‟s standards of business conduct, based on the corporate values passion, respect, integrity and discipline. The integrity code is the binding normative standard for all business activities, followed by the Corporate Policies & Guidelines. He also spoke about the Sales Business Partner Integrity Management (BPIM), highlighting Daimler‟s requirement for integrity as an attitude, particularly binding for its business partners. Furthermore, Mr. Rohizwan explained Daimler‟s Mandatory Consultation Process as direct government sales transactions are especially exposed to compliance risk. A question from the audience as to what can be the role of the Chamber of Commerce in fighting corruption was answered by the panelists, that these organizations can report cases of corruption, serve as a neutral facilitator for private companies to organize workshops/conference etc. and that the foreign private companies have the mandate and influence to ask their local subcontractors to sign the integrity pledge and comply with their regulations. Furthermore, it was stated that it is the obligation of the government to educate the next generation to become sensitive towards cases of corruption and create awareness and change the perception.

Session 3 – SUSTAINABLE STRATEGIES FOR DOING BUSINESS IN EMERGING MARKETS – THE CASE OF MYANMAR

Leena Wokeck (Director of the CSR Asia Center, Asian Institute of Technology), Dr. Matthias Dühn (Legal Counsel/Head of Compliance Asia/Pacific and India, MAN Truck & Bus Asia Pacific Ltd), Khine Khine Nwe (Joint Secretary General, Republic of the Union of Myanmar Federation of Chamber of Commerce & Industry (UMFCCI)), Daniel Thomann (Head of Programme Management II, sequa gGmbH), Dr. Jochen Weikert (Senior Manager, Private Sector Cooperation, Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH).

Myanmar has been at the centre of international attention since general elections in 2010. The government has embarked on a rapid process of socio-political and macroeconomic

Datuk Paul Low comments on the speakers‟ contributions in the session.


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reform that, has drawn significant attention from around the world and prompted the suspension of most international sanctions against Myanmar. With a population of approximately 60 million and abundant natural resources, international investors and businesses are looking to Asia‟s latest frontier market for economic opportunities.

Advancing sustainable development in Myanmar requires the proactive engagement of the private sector. Domestic and international companies will play a key role in realizing the country‟s substantial potential for development as it emerges from international isolation. Local expectations are high for companies entering the market to help move the reform process toward more sustainable economic development. Comprehensive CSR practices will be essential to ensuring that the private sector contributes to economic growth in Myanmar in an inclusive, equitable, and environmentally responsible way, and that investment practices contribute to rather than jeopardise sustainability and development objectives.

Rapid change and sustainability challenges facing Myanmar call for effective collaboration between international cooperation and development partners and foreign and local businesses. Given the specific sustainability and compliance challenges in the country, there should be a focus on job creation, income generation, professional skills development, technological and other human resource capacity development, and technology transfer. Capacity and institution building efforts will need to include leaders from government, civil society, as well as business.

Specific entry points could include forming common principles for responsible investment in Myanmar and providing guidance for implementation, for example, in partnership with UMFCCI efforts, local capacity builders, and relevant government agencies and departments. Some challenges to be tackled include implementing high CSR standards consistently and managing specific risks effectively, including transparency and corruption, human rights, labor rights, responsible supply chain management, and community conflicts (disputed land titles in particular).

Information about the investment landscape and sustainability and compliance risks, as well as opportunities to contribute proactively to sustainable development, is likely to remain in high demand. Ongoing monitoring of developments, research, and guidance should be paired with training and advisory services for companies to help them manage sustainability and compliance risks and contribute to sustainable development in Myanmar.

Dr. Jochen Weikert in discussion with Ms. Khine Khine Nwe. Dr. Weikert opens the panel for Q & A.


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Case studies, developed by tracking successful investments in Myanmar, will be another important tool for promoting and disseminating best practices. Other areas for cooperation include supporting the development and implementation of common principles for investment in Myanmar, and building capacity among leaders from government, civil society, and business, especially SMEs, to shape and support the growth of the private sector.

Finally, development and international cooperation partners can play a role in helping companies develop effective sustainability and risk management strategies. Sustainability strategies for doing business in Myanmar will need to be shaped by robust policies, effective risk assessment and risk mitigation strategies, grievance mechanisms, and comprehensive stakeholder engagement. These will need to be based on comprehensive CSR strategies and the highest standards of good governance, which demonstrate leadership, nurture a culture of accountability and responsibility, create incentives related to social responsibility performance, promote fair opportunities, and establish two-way communication with stakeholders. This applies to core operations as well as value chains and a company‟s wider sphere of influence, from job creation to skills development, responsible supply chain management, products and services, community engagement, and involvement in public policy and advocacy for sustainable development in Myanmar.1

Session 4 – UP THE ANTE. TARGETING A ‘MORE HUMAN’ RESOURCE MANAGEMENT. ISSUES OF OCCUPATIONAL SAFETY, LABOR LAW AND WORKPLACE PRACTICES.

Dr. Khatijah Jumangat (Head of Department, Safety, Health & Environment, Infineon Technologies (Malaysia) Sdn Bhd), Ir. Hj. Saiful Azhar bin Mohd. Said (Director, Major Hazard Division, Department of Occupational Safety & Health, Ministry of Human Resources), Prof. Dr. Rebecca Chung-Hee Kim (Assistant Professor of CSR and International Management, Nottingham University Business School Malaysia), Freda Liu (Presenter & Producer, BFM 89.9)

Dr. Khatijah Jumangat (Infineon Technologies (Malaysia) Sdn Bhd) kicked off the panel by presenting the companies best practices in Occupational Safety & Health as part of Infineon‟s CSR approach. As one of the first semiconductor industry companies, Infineon joined the UN Global Compact initiative and supports its 10 Principles. Likewise, Infineon has been following its EHS Management system IMPRES, an abbreviation for Infineon Integrated Management Program for Environment, Safety & Health, since 2005. She introduced the Great Place to Work ® - Study which kicked off in Germany in 2010 and measures the relationship between employees and management, the relationship between employees and their jobs/company and the relationship between employees and other employees. Another model, the so-called YIP – Your Idea Pays, is a productivity incentive scheme for employees, rewarding people based on the company‟s target and operational performance results. Infineon‟s CSR concept applies to the entire company. Infineon considers CSR to be an integrated, holistic approach that encompasses corporate values, processes and goals.

1 Taken from “Sustainable Strategies for Doing Business in Emerging Markets: The Case of

Myanmar”, published for the Corporate Responsibility Conference, developed by CSR Asia for the German Agency for International Cooperation (GIZ) GmbH


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“We are continuing to play a pioneering role in matters of vehicle safety.” Dr. Thomas Weber, member of the Board of Management of Daimler AG with responsibility for Group Research and Mercedes-Benz Cars Development.

Ir. Hj. Saiful Azhar bin Mohd. Said (Department of Occupational Safety & Health, Ministry of Human Resources) emphasized that Occupational Safety & Health (OSH) is an integral part of CSR and he talked about the moral and social aspect of CSR as well as the incentives mobilizing it. Prof. Dr. Rebecca Chung-Hee Kim wrapped up the panel by introducing the concept of CSR as a dynamic organizational process, including the perspective of the employee as an integral, value driven ingredient of CSR.

Session 5 – CAUSE RELATED MARKETING AND SOCIAL ENVIRONMENT ENGAGEMENT

Alveen Yeo (Senior Manager, MBC Planning, Product Management and Pricing, Mercedes-Benz Malaysia Sdn Bhd), Ir. Fuad Abas (Acting Director of Vehicle Safety and Biomechanics Research Centre, Malaysian Institute of Road Safety Research), Zakri Khir (Chief Executive Officer, Allianz General Insurance Company (Malaysia) Berhad), Alexander Stedtfeld (Executive Director, Malaysian-German Chamber of Commerce & Industry)

Road safety is a business and sustainability issue. It is of concern for internal and external stakeholders alike as it has an impact on the public safety, environment, economic performance and state budget. Product Manager Alveen Yeo (Mercedes-Benz Malaysia Sdn Bhd) highlighted the commercial and R&D aspect of road safety from an automobile industry player‟s perspective. For Daimler AG, it is obligatory to undertake activities outside of its business operations that benefit communities around them and, therefore, tackle safety issues from a technological as well as educational approach. On the one hand, the technological aspect is embedded in the company‟s DNA to provide adequate safety technology to prevent, protect, response and rescue drivers, passengers and pedestrians. On the other hand, Daimler kicked off the world‟s first and only road safety initiative,

MobileKids, in 2001 and has mobilized target groups in Germany, India, Malaysia, Israel and Italy. Complimenting the MobileKids initiative, the Mercedes-Benz Driving Experience (MBDE) initiative educates drivers, not only passengers, in driving safely.

Saiful Azhar (Major Hazard Division, DOSH) and Prof.

Dr. Rebecca Chung-Hee Kim (Nottingham University

Business School Malaysia)


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Road safety from an insurance company‟s perspective was presented by Mr. Zakri Khir, CEO of Allianz General Insurance Company. As the world‟s largest car insurer (50 million cars insured by Allianz), Allianz has clear responsibility for risk management and driver safety. Furthermore, Allianz has to consider the business aspect in terms of reducing claims (focus on business) while road traffic accidents reduce drastically. As a Global Corporate Supporter of the UN Decade of Action for Road Safety 2011-2020 donating at least USD150,000 a year, the Multinational Corporation is very serious about its impact through road safety advocacy campaigns.

Ir. Fuad Abas (Director of Vehicle Safety and Biomechanics Research Center, Malaysian Institute of Road Safety Research) pointed out the fact that the main reason for purchasing cars, the awareness of Malaysians of „safety features‟ as the most important feature when choosing a car. Furthermore, potential car buyers are even willing to pay extra for the safety features.

Session 6 – MORE THAN REPUTATION BUILDING: RESPONSIBLE SUPPLY CHAIN, INDUSTRIAL PRODUCTION AND PRODUCT RESPONSIBILITY

Manineth A. Pulido (Lead Auditor and System Certification Manager, TUV Rheinland Malaysia Sdn Bhd), Khairudin Hashim (Head of Group Sustainability & Quality Managemente, Sime Darby Berhad), Dr. Volker Seidl (Director of Business Management, BASF PETRONAS Chemicals Sdn Bhd), Toby Webb (Founder, Ethical Corporation)

System Certification Manager Manineth A. Pulido kicked off the session by outlining the requirements for ISO 26000 as a guiding document implementing Social Responsibility in different organizations, not only businesses. As there is a variety of standards, tools and management systems demonstrating compliance to CSR, it might be difficult to identify the adequate strategy or certification for one‟s own company, depending on the international approach or industry. After all, applicability still very much depends on the nature of the organization and the industry/customer requirements. TÜV Rheinland Star (STAR = Sustainability, Trustworthiness, Accountability, Responsibility) as an integrated solution reassuring investors and customers. According to Ms. Pulido, it testifies to a responsible corporate strategy that is aimed at a long-term success.

Alexander Stedtfeld

(Executive Director, MGCC);

Zakri Khir (Allianz General

Insurance Company Berhad;

left picture) and Alveen Yeo

(Mercedes-Benz Malaysia

Sdn Bhd, right picture)


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Representing the palm oil industry, Mr. Khairudin Hashim from Sime Darby Berhad explained the certification types available to demonstrate sustainable agriculture. As a founding member of the Roundtable on Sustainable Palm Oil, a multi-stakeholder initiative that aims to promote the growth and use of sustainable palm oil, including environmental and social NGOs, banks and investors, growers, processors, manufacturers and retailers, Sime Darby is at the forefront of criticism regarding deforestation in Malaysia. Representing the chemical industry, Dr. Volker Seidl (BASF Petronas Chemicals Sdn Bhd) explained the special Verbund-Concept as an example of sustainable production, integrating different production processes and reducing GHG, air pollutants and emissions to water. However, the difficulty in the industry will continue to be the difficult role of industry player to cooperate in a joint approach to develop initiatives to push forward sustainable production. In the following discussion it was made clear that overregulation is counter effective, however, businesses should engage its suppliers in a partnership in which the German Multinationals can educate the smaller businesses on standards, techniques and particular processes, especially in the realm of Safety & Health of chemical industries.

Session 7 – DRIVING INNOVATION THROUGH SUSTAINABILITY

Dr. Jayanthi Naidu Desan (Managing Director, Energio Sdn Bhd), K. Anand Gopal Menon (Chief Technology Officer, Smart Grid and Head of Engineering for LMV & Smart Grid, Siemens Infrastructure & Cities Sector in ASEAN Cluster, Siemens), Dr. Sundari Ramakrishna (Conservation Director, WWF Malaysia)

Can finding solutions for social issues have an impact on the competitive edge of a company and benchmark the industry player from the rest? What role are sustainability products and

services playing in the bigger picture of innovation? Dr. Jayanthi Naidu Desan commented on the link between competitive advantage and CSR in her presentation and included examples by companies such as GE, China Mobile, Nokia etc. She referred to the value of sustainability as a game changer in the chain of creation, production and consumption.

In which way a German Multinational Corporation capitalizes on the nurturing and prolonged investment in innovative knowledge development and transfer was highlighted during the presentation by Mr. Anand Gopal (Siemens Infrastructure & Cities Sector in ASEAN Cluster). Highlighting Siemens‟ innovation strategy is consistent within all business areas (e.g. technology strategy, patent strategy, R&D resource strategy

From left to right:

Thomas Brandt (General Manager, MGCC); Toby Webb (Ethical Corporation); Manineth A. Pulido (TÜV Rheinland Malaysia Sdn Bhd); Dr. Volker Seidl (BASF PETRONAS Petrochemicals Snd Bhd); Khairudin Hashim (Sime Darby Bhd)

Alexander Stedtfeld (MGCC) and Dr. Jayanthi Desan (Energio Sdn Bhd)


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and people/skills). Furthermore, he highlighted Siemens‟ culture of innovation, enabled, among others, through the Siemens Corporate Innovation Process (CIP) promoting growth through innovation for inventors and innovators as well as the „Inventor of the year‟ award, best-practice sharing and the „top+ innovation‟ award. Providing networks as breeding grounds for innovation, offering entry programs to students, nurturing cooperation with leading research institutions all over the world as well as providing Venture Capital in technology companies and venture capital funds strengthens the role of the business in the overall global economy.

Dr. Sundari Ramakrishna (WWF Malaysia) highlighted that resource intensive companies have the highest impact on their physical and social environments. That is the reason why they have to adopt sustainable practices early on. Agriculture is the biggest threat as food production uses nearly 70% percent of the world‟s fresh water. In that respect, better technological innovations can have a positive impact on the protection of natural resources for global sectors such as the food industry. She then brought forward the Coca Cola Company – WWF Partnership as an example of collaborating with a Multinational Corporation in protecting ecosystems and natural resources. As another point not to be missed, she referred to the problematic of packaging and tools towards sustainable way of packaging.

Session 8 – OVERCOMING THE STATS’ GAME. HOW TO MEASURE AND PROMOTE ETHCIAL BUSINESS THE RIGHT WAY – CHANCES AND LIMITS IN ACCOUNTING, REPORTING AND COMMUNICATING

Toby Webb (Founder, Ethical Corporation) and Jack Cunningham (Associate Director, PricewaterhouseCoopers Advisory Services Sdn Bhd)

This session was designed as a panel discussion between Toby Webb (Ethical Corporation) and Jack Cunningham (PricewaterhouseCoopers Advisory Services Sdn Bhd) and focused on the key issues of reporting on sustainability which, at times, can be uncomfortable. Both agreed to the fact that the development should go to Integrated Reports allowing investors to recognize the importance of CSR in an economic context. Toby Webb referred to pilot programs running for integrated reports which will show results in 2013. However, it was mentioned that the Malaysian Stock Exchange, in contract to other countries, should push harder to work against the impression that CSR reports are simply PR exercises but, in fact, can attract direct foreign investment. During the panel, the importance of using social media as a tool for transparency was mentioned. Initially, businesses struggled with social media, yet, there is an opportunity for companies to create image stories from their CSR initiatives which include their achievements.

Jack Cunningham emphasized that the purpose of reporting and its benefit is that it uncovers information that people want to know about and how to improve things. It helps to understand what is going on in the organization and can be used as a management tool. Reporting is a tool box that gives the opportunity to do more things. Generally, it was remarked that it is difficult to comment on what is recommended to improve in reporting in

Dr. Jayanthi Naidu Desan and Anand Gopal (Siemens Infrastructure & Cities Sector in ASEAN Cluster).


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Bursa Malaysia as there is no standard way (even not in the UK) and every report is slightly different. The challenge is that every organization is different and wants to report its own way. They encourage using a structure with a global framework. Additionally, it was said that it is not possible to really compare companies with each other but companies can only compare to themselves. Therefore, it would be helpful to standardize on elements such as accident rate, water consumption, GHG emission and use social media to track the companies‟ development.

Thomas Brandt (MGCC) presents a token of appreciation to Toby Webb (left, Ethical Corporation) and Jack Cunningham (right, PricewaterhouseCoopers Advisory Services Sdn Bhd)


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4. EXHIBITION

Display of CSR initiatives in the Foyer of the InterContinental Kuala Lumpur /

Presentation of 6 booths

Our partnering companies had the opportunity to display in individual platforms relevant content on their in-house CSR strategies, mission and vision.

The exhibits displayed gave some hands-on insight in these socioeconomic projects and sparked an intensive exchange and many discussions between the delegates while examining the booths. The organizations showcasing different approaches were:

PETRONAS, Allianz Malaysia Berhad, NKRA Against Corruption, Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH, Clean Batik Initiative (CBI), Katchi Group Sdn Bhd.

Impressions from the Exhibition Area in the Foyer of the Intercontinental Kuala Lumpur.


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5. ADVERTISEMENT

Katchi Group Sdn Bhd Outdoor Advertisement Campaign

In the context of the „Corporate Responsibility Conference 2012‟ marketing process, the Malaysian-German Chamber of Commerce & Industry was awarded an advertisement campaign hosted by out-of-home media specialist Katchi Group Sdn Bhd (previously known as Stroeer Malaysia Sdn Bhd). In a campaign running from September to October 2012 (4 weeks), the conference was promoted via the product line „Megalight‟, a fully glass fronted advertisement screen, placed in the urban environment of Kuala Lumpur district, at main roads and junctions, e.g. at Kuala Lumpur Convention Centre (KLCC). Providing a total partnership value for rental of RM250,000, the specifically designed poster promoting the Corporate Responsibility Conference 2012 was strategically placed in a network of 66 spots in greater Kuala Lumpur. Additionally, production, including printing, installation and maintenance) was managed by Katchi Group Sdn Bhd.

This campaign strategically placed the timely agenda of the conference in the urban context and, eventually, attracted interest from stakeholders outside the Chamber network.

Clockwise: Jalan Sultan Ismail,

Jalan Raja Laut, Jalan Ampang / Jalan Tun Razak

In front of Public Bank, Jalan Ampang


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6. WRAP UP – MAIN CONCLUSIONS OF THE CONFERENCE

Corporate Responsibility has held a long tradition in German business practices. The concept of the „decent merchant‟ (Ehrbare Kaufmann) as a way to describe participating in the business world in a responsible and sustainable manner taking into consideration all stakeholders and the society at large has been implemented in Germany since the Middle Ages.

How can this concept be translated to a non-European context, taking into consideration regional socio-cultural, political and economic parameters? How can Malaysia leverage on German business practices, forming strategic alliances with all stakeholders involved?

Corporate philanthropy has a long tradition in the Southeast Asian country. However, the government has pushed forward corporate sustainability and responsibility on the agenda, by introducing the Silver Book, mainly for Government Linked Companies (GLCs) in 2006. In the same year, the Malaysian stock exchange introduced a framework for the implementation and reporting of CSR related activities for its listed companies. Those actions were accompanied by installing a Socially Responsibility Investment Index in Malaysia and setting up a local chapter of the United Nations Global Compact, which today counts more than 70 signatories. Bursa Malaysia has not launched a Sustainability Index in 2011 as promoted, so in 2013 more incentives might come.

The high number of participants at the „Corporate Responsibility Conference 2012‟, mainly from the middle and senior management level, is evidence of the high interest of German and Malaysian industries alike to further explore options of implementing strategies for sustainable behavior in the value chain of the company.

The positive comments and feedback of participants and media during and after this initial bilateral event of different stakeholders and the synchronized contributions by policy makers, different industries, research institutes and NGOs signal the relevance. The Malaysian-German Chamber of Commerce and Industry provided an excellent platform to exchange and discuss ideas, visions and experiences in Malaysia as well as in Germany.

Quality and number of participants are indicators for the need and awareness of Corporate Sustainability and Responsibility in the Malaysian business environment, which needs a pro-active involvement of different stakeholders, including government officials, Multinational Corporations (MNCs), Small-Medium-Sized Enterprises (SMEs) and NGOs such as the Malaysian-German Chamber of Commerce and Industry (MGCC) as a neutral partner. MGCC will be able to provide a platform to bring all stakeholders together for further cooperation, such as workshops/seminars/breakout sessions integrating exchange, discourse, and proposals. Most importantly, representatives from the business sector pushed forward the demand to set up roundtables to improve communication and discourse.

Economic potential, trends and innovative developments in the industry need a platform for exchange in Malaysia. It can provide important insights and instruments to decision-makers in Malaysia so that a move towards a paradigm shift in industrial behavior can be realized and Rio Earth Summit 20+ will not only be lip service to the world.


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7. APPENDIX

7.1. Speakers and Moderators

Ir. Fuad Abas Acting Director of Vehicle Safety and Biomechanics Research Centre, Malaysian Institute of Road Safety Research (MIROS)

Ir. Fuad Abas joined Malaysian Institute of Road Safety Research in 2008 as Research Officer of Vehicle Safety and Biomechanics Research Centre, where he currently is the Acting Director of the centre. Ir. Fuad is a Professional Engineer registered with the Board of Engineers Malaysia, and he is also a Fellow of the Board of Engineers Malaysia, as well as the President of Malaysian Society for Occupational Safety and Health (MSOSH). He was conferred Bachelor of Engineering in Mechanical from Brighton University, United Kingdom in 1975.He served as a Mechanical Engineer with National Electricity Board of Malaysia before joining Universiti Putra Malaysia (UPM) as an academic staff in Department of Mechanical Engineering. After retirement from UPM, he joined Vehicle Safety & Biomechanics Research

Centre (VSBC), MIROS up to the present.

Rohizwan Ahmad Head of the Legal & Compliance Department (Senior Manager), Mercedes-Benz Malaysia Sdn Bhd

Since October 2011, Rohizwan Ahmad is Head of the Legal & Compliance Department (Senior Manager) at Mercedes-Benz Malaysia Sdn. Bhd. From 2008-2011, he was working as a Senior Legal Counsel at Dunham-Bush Holding Berhad and set up and managed the Legal & Administration department. As a Legal & Corporate Affairs Manager at Motorsports Commission of Malaysia, he set up the organization and managed the department from 2006-2008. Previous roles brought him to the Chemical Company of Malaysia Berhad and its group of companies, Pembangunan Sumber Manusia Berhad and Messrs Nik Hisham Ainul Azam & Fakihah, Advocates & Solicitors. He was called to the Malaysia Bar in March 2002.

Prof. Dr. Rebecca Chung-Hee Kim Assistant Professor of Corporate Social Responsibility and International Management, Nottingham University Business School Malaysia

Dr. Rebecca Chung-Hee Kim specializes in Corporate Social Responsibility (CSR), business ethics and International Management issues. She is Assistant Professor at Nottingham University Business School Malaysia and staff member of the International Centre for CSR (ICCSR), UK. She is supervising various dissertation projects at the Universities of Nottingham, Cambridge and Strathclyde, UK. Previously, she taught at Strathclyde and Edinburgh University Business School on Corporate Social Responsibility (CSR), Management of International Relationships and Management across cultures. Since 2007, Dr. Rebecca Chung-Hee Kim has held various speeches and presentations about CSR and published various articles about CSR, CSR‟s link with human and Asian values and international business.


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Jack Cunningham Associate Director, PricewaterhouseCoopers Advisory Services Sdn Bhd

Jack Cunningham is an Associate Director in PwC Malaysia‟s sustainability & climate change team. A native of the United Kingdom, he has 10 years‟ experience in environment, energy and climate change policy, corporate sustainability strategy, monitoring, reporting and verification, governance and stakeholder relations. He has consulted for a wide range of public and private sector clients with a diverse portfolio that covers the UK and European Union Governments and their agencies and also has commercial experience in two FTSE-100 listed companies; ITV plc, the UK‟s largest commercial television broadcaster and J Sainsbury plc, the UK‟s third largest grocery retailer.

Dr Jayanthi Naidu Desan Managing Director at Energio

Dr. Jayanthi Naidu Desan is the Managing Director at Energio Sustainability, a sustainability strategy consultancy, advising companies and institutions in realizing their sustainability strategies. She started her career as a prosecuting officer with the Securities Commission of Malaysia before taking up academic positions in Malaysia and the UK. She has wide experience working at Board and Senior Management levels with clients and business partners. Dr. Jayanthi Naidu Desan was previously the Executive Director of the Malaysian Centre of Regulatory Studies, University Malaya. As an experienced trainer, she has also conducted training and provided lectures for institutions across Asia, Europe and the Middle East, in various sustainability and community investment areas. She holds an LLB (Hons) and LLM (Distinction) from University Malaya. She has a PhD in the area of sustainable corporate practices from Queen Mary,

University of London, United Kingdom.

Herbert Dittmar Managing Director of Bayer Co. (Malaysia) Sdn Bhd

Herbert Dittmar is the Managing Director of Bayer Co. (Malaysia) Sdn. Bhd and Head of the Bayer CropScience business in Malaysia. Mr. Dittmar is a veteran of 22 years of the Bayer Group, and has held various positions of increasing responsibility at Bayer‟s Headquarters in Leverkusen, Germany, and in the Philippines and Indonesia. During his career, he has worked in the agrochemical, animal health, and consumer goods industries, managing Global Business Units within Headquarters as well as country organizations. Prior to moving to Malaysia in 2009, Herbert Dittmar was located in the United States, where he was the Vice President

for the Global Portfolio and Project Management/Marketing within the Consumer Products Business Unit of Bayer CropScience.


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Dr. Matthias Dühn Legal Counsel/Head of Compliance Asia/Pacific and India, MAN Truck & Bus Asia Pacific Ltd

Dr. Matthias Dühn is Legal Counsel/Head of Compliance Asia/Pacific and India for MAN Truck & Bus Asia Pacific Ltd. His responsibilities include compliance and legal support, such as anti-corruption, antitrust- and competition law, privacy and data protection, money laundering and white-collar crime. He is also involved in M&A activities, risk management and setting-up of internal control systems. After earning his PhD in law, Dr. Matthias Dühn worked as in-house counsel for Infineon Technologies AG in Munich and as a corporate lawyer for Baker & McKenzie LLP in Frankfurt. He received a Master Degree in Securities and Financial Regulation from the Georgetown University Law Center in Washington DC in 2006. Afterwards, Dr. Dühn built up the law practice of Rödl & Partner in Ho Chi Minh City in 2007 and worked as the Executive Director of the European Chamber of Commerce in Vietnam.

Khairudin Hashim Head of Group Sustainability and Quality Management, Sime Darby Berhad

Khairudin Hashim worked with the R&D Center of Sime Darby Berhad as an agricultural scientist on oil palm, rubber, cocoa and fruits for 16 years. Subsequently he served as the Group Quality and Environment Manager for the next 9 years at Head Office. This was followed with a stint as the Head of Sime Darby Plantation R&D Center for 8 years prior to his appointment as Head of Group Sustainability and Quality Management beginning November 2011. His qualifications include a Bachelor in Agricultural Science, Masters in Agricultural Science (Plant Pathology) and Masters in Management (Total Quality Management).

Dr. Khatijah Jumangat Head of Department, Safety, Health & Environment (SHE), Infineon Technologies (Malaysia) Sdn Bhd

Dr. Khatijah Jumangat is the Head of Environment, Safety & Health (ESH) Department at Infineon Technologies (Malaysia) Sdn. Bhd. Her function involves the coordination of Occupational Safety/Health, Industrial Hygiene, Radiation Protection, Environmental Protection, ESH System Certification and Corporate Social Responsibility. The management of Environment, Safety and Health of the Infineon Melaka Plant includes implementation of ESH improvement programs, conducting ESH training & awareness programs, conducting

annual plant ESH audits and safety & health inspections and audits on critical suppliers and waste vendors. She earned her Doctor of Philosophy in Polymer Chemistry at the Queen Elizabeth College, University Of London, UK and has previously worked as a lecturer in Chemistry at the University Melaya and as a research chemist with Siemens Semiconductor Sdn. Bhd.


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Freda Liu Presenter & Producer, Bfm 89.9 – The Business Station

Freda Liu is a producer and presenter on BFM 89.9, Malaysia‟s only business radio station. Hosting Enterprise, she has conducted over two thousand interviews with CEOs and Captains of various industries such as Julian Assange, Marketing Gurus Jack Trout & Al Ries, Dr Stephen Covey, Financial Gurus Robert Kiyosaki and Kim Kiyosaki, Godfather of Mind Maps Tony Buzan and MP Tony Pua. Freda Liu has spent more than a decade in the communications industry with an international public relations consultancy (Edelman PR Worldwide) to working as the

Communications Manager for IBM in Malaysia and across Asia Pacific. She is a Certified Professional Coach from Corporate Coach Academy, accredited with International Coach Federation. She also has a Master Certification in Neuro-Semantics Neuro Linguistic Programming from the International Society of Neuro Semantics.

Datuk Paul Low Seng Kuan President of Transparency International Malaysia

Datuk Paul Low is currently the President of Transparency International Malaysia, the national chapter of Transparency International, the independent, non-governmental and non-partisan organization committed to fighting corruption. Datuk Low had served on several key agencies of the Malaysian government, including the National Economic Action Council (NEAC), Malaysian Industrial Development Authority (MIDA), Malaysian Institute of Economic Research (MIER) and Malaysian Services Development Council (MSDC). He had also been involved actively in international multilateral organisations including APEC, WTO and ASEAN. He was President of the Federation of Malaysian Manufacturers (FMM) from 1997 to 1999, and is currently one of the Vice-Presidents. On April 1, 2011 he was appointed as Deputy Chairman and a Commissioner of the

Enforcement Agency Integrity Commission.

Ir Hj Saiful Azhar bin Mohd Said Director, Major Hazard Division, Department of Occupational Safety & Health, Ministry of Human Resources (MOHR)

Ir. Hj. Saiful Azhar b. Mohd Said is an Engineer by profession and

currently, he is the Director, Major Hazard Division, Department of

Occupational Safety and Health (DOSH) Malaysia. He started his

career as a Factory and Machinery Inspector in 1988 and had served

DOSH as a director in Melaka and then Terengganu until 2004. He was

the director of Policy and Research Division until end of 2011 on which

he was given an opportunity to develop an OSH Master Plan 2011-

2015. OSH MP15 provides a strategic vision, direction, action

framework to encourage organization to give higher priority to OSH and

to boost national OSH performance.


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Dato’ Hisham Nordin Director, NKRA Corruption Delivery Management Office, Government of Malaysia

Dato‟ Hisham Nordin is a graduate in Mechanical Engineering from Sunderland University. He started his career as an Engineer with a construction firm. Along his career path he has joined a consultant and a reputable developer. Dato‟ Hisham Nordin was working as a Manager with Indah Water Konsortium, a National Privatization of the Sewerage Services, before he was appointed Special Officer to the Minister of Education, personally monitoring Parliamentary Affairs of the Ministry. Prior to become a Lab Leader for NKRA- Corruption, he was a Special Officer to

the Minister to the Prime Minister‟s Department. Currently he is the Director of the NKRA Corruption Delivery Management Office, Government of Malaysia.

Khine Khine Nwe Joint Secretary General of the Republic of the Union of Myanmar Federation of Chamber of Commerce and Industry (UMFCCI)

Khine Khine Nwe is Joint Secretary General of the Republic of the Union of Myanmar Federation of Chamber of Commerce and Industry (UMFCCI), chairing Corporate Social Responsibility and Industrial Relations Committee. She is also Secretary General of Myanmar Garment Manufacturers Association (MGMA). Being the Honorary Principal of UMFCCI Training Institute and Chairman of Myanmar Garment Human Resource Development Center (MGHRDC), she is very active in human resource development activities. She was an Instructor in Assumption University, Bangkok, Thailand,

teaching Business English before she becomes involved in doing business of her own. She operates a garment factory, Best Industrial Co, Ltd., in which she takes the position of Deputy Managing Director.

Manineth A. Pulido Lead Auditor and System Certification Manager at TUV Rheinland Malaysia Sdn Bhd

Manineth A. Pulido works as Lead Auditor and System Certification Manager at TUV Rheinland Malaysia Sdn. Bhd. She is auditing a wide range of Management Systems for companies which seek certification for their compliance. As such, she built up vast experience in system auditing for a managament systems including ISO 9001, ISO14001, OHSAS 18001, QC 08000, and SA 8000. Furthermore, Manineth Pulido conducts public trainings. She is responsible for the System Management Certification Department, the coordination of logistic activities for the auditing group and inspires the sales team to acquire new clients and maintain existing customers.


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Dr. Sundari Ramakrishna Conservation Director, WWF Malaysia

Dr. Sundari Ramakrishna overseas the entire Conservation Department comprising of 135 staff and the department is divided into marine, terrestrial and policy & education units where 90 conservation projects are based in Sabah, Sarawak and Peninsular Malaysia respectively. She previously led the Malaysia Office of Wetlands International as its Executive Director and until recently (2007-2010) served as the Malaysian Environmental NGO Coordinator for the 20 member environmental NGO coalition, managing the secretariat, providing leadership and delivering technical outputs on a DANIDA-funded biodiversity project. Sundari has a Bachelor of Science from Panjab University, India; Diploma of Education from London University and a Ph.D. in

Marine Microbiology from University of Malaya.

Jens Reisch Chief Executive Officer, Allianz Malaysia Berhad and Allianz Life Insurance Malaysia Berhad

Jens Reisch joined Allianz Group Life Insurance in Stuttgart as an apprentice in 1983. He joined PT Asuransi Allianz Utama Indonesia, a general insurance company in Indonesia as a special trainee in 1992. He then was appointed as the first Sales and Marketing Director of PT Asuransi Allianz Life Indonesia, a life insurance company in Indonesia, from its establishment in 1996 until 1999. He was subsequently appointed as the Branch Manager of Allianz Sales Branch in Landshut Germany until 2003. Prior to Mr. Reisch‟s appointment as Chief Executive Officer (“CEO”) of Allianz Malaysia Berhad and Allianz Life Insurance Malaysia Berhad in August 2010, he was the CEO of Allianz Life Indonesia since 2003 and the Country Head of Allianz in Indonesia since 2007. Mr. Reisch

has more than 20 years experience with the Allianz Group.

Dr. Volker Seidl Director of Business Management, BASF PETRONAS Chemicals Sdn Bhd

Dr. Volker Seidl studied Physics and holds a doctoral degree in Engineering. He joined BASF in 2000 and held several positions in BASF‟s engineering department, Research & Development, and at BASF Investor Relations. In 2010 he was appointed Director of Business Management at BASF PETRONAS Chemicals, responsible for Strategic Marketing, Marketing Operations and Logistics. BASF PETRONAS Chemicals is a 60/40 joint venture between BASF, one of the world‟s largest chemical companies, and Malaysia‟s state-owned PETRONAS. BASF PETRONAS Chemicals is operating an integrated chemical production site in Kuantan, Malaysia and delivers its chemical products to customers throughout Asia Pacific.


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Puvan J Selvanathan Chair of the UN Working Group on Human Rights & Business (Geneva) and Head of the Sustainable Agriculture Initiative, UN Global Compact (New York)

Puvan J Selvanathan is the Chair of the UN Working Group on Human Rights & Business (Geneva) and Head of the Sustainable Agriculture Initiative at the UN Global Compact (New York). An Architect by profession, he holds an MBA and a Doctorate in Corporate Sustainability. Early in his career he developed townships at his own firm; then innovated and designed 'e-government' systems and PPPs, including writing Mozambique‟s E-Government Strategy as a model for Public Sector reform in emerging nations. He has advised public and private sector organizations on business ethics and good governance, and was President of the World Business Council for Sustainable Development‟s Malaysian chapter. In recent years, as Chief Sustainability Officer at Sime Darby, the world's largest producer of sustainable palm oil with 120,000 employees across 20 countries, Puvan established the Group Sustainability function. He strategized and

implemented sustainability for all the businesses of Malaysia‟s largest conglomerate in Plantations, Property, Energy & Utilities, Motors and Healthcare.

Alexander Stedtfeld Executive Director, Malaysian-German Chamber of Commerce and Industry

Alexander Stedtfeld leads the Malaysian-German Chamber of Commerce and Industry (MGCC) as its Executive Director since March 2008. The Chamber is the business link between Malaysia and Germany offering a comprehensive range services, custom tailored to the needs of the private sector. MGCC is a highly regarded interlocutor with a strong network amongst governments and their authorities as well as enterprises and business associations in both countries. Among the strategic areas of the Chamber are the promotion of environmental friendly and energy efficient technologies and processes and an education program based on the German vocational dual training concept. Alexander Stedtfeld believes in identifying and developing business opportunities in a service-orientated and sustainable way in close cooperation with and through a continuous dialog between all stakeholders, including private sector enterprises, business associations,

government institutions and politics.

Daniel Thomann Head of Programme Management II, sequa gGmbH

Daniel Thomann is the Head of Programme Management II of sequa gGmbH, a globally operating development organization funded by the four major German business organizations (DIHK, ZDH, BDI, BDA) and GIZ. sequa carries out projects and programs of international cooperation. After Mr. Thomann finished his studies of Agronomy and Economics of the Tropics and Subtropics in Bonn and Berlin in 2002, he stuck to this future-oriented economic sector and started to work for GIZ (Gesellschaft für Internationale Zusammenarbeit) in Ghana. Soon he changed to the German-Bolivian Chamber of Commerce and Industry and finally was employed at sequa gGmbH as project director. Since then he was involved in several projects worldwide covering private sector development and capacity building of chambers and business organizations, with a special focus on corporate

responsibility, compliance / integrity and green economy.


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Toby Webb Founder, Ethical Corporation

Toby Webb is founder of Ethical Corporation, and co-founder of Stakeholder Intelligence. Stakeholder Intelligence is an advisory, training, facilitation, and research company based in London, with a global network of experts. SI designs and runs training and engagement programmes for business. SI also provides research and benchmarking services to companies all over the world and advises some of the leading companies in the space on tactics and strategy. Toby is founder of the company alongside his role as Chairman of Ethical Corporation, and Lecturer in Corporate Responsibility at Birkbeck College, University of London.

Dr. Jochen Weikert Senior Manager, Private Sector Cooperation, Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH

Since mid 2009, Jochen Weikert is in charge of Corporate Social Responsibility (CSR) related aspects in development cooperation at the Private Sector Cooperation unit of German International Cooperation (Deutsche Gesellschaft für Internationale Zusammenarbeit GIZ) in Berlin. In this capacity, he counsels the German Federal Ministry for Economic Cooperation and Development (BMZ) and other development actors. Jochen Weikert studied Sociology, Economics and History at the Technical University Darmstadt and at the Free University Berlin. He did Post-Graduate Studies at the German Development Institute (DIE-GDI) in Bonn and a PhD degree at the Institute for Development

and Peace (INEF) of the University Duisburg-Essen. As a project manager at InWEnt – Capacity Building International since 2004, he implemented CSR-related projects in China and Latin-America and organized global conferences on issues of business in development. Currently, his work focuses on conceptualizing CSR in German development cooperation and CSR and transnational corporations from “the global South”, with particular emphasis on the Chinese discussion.

Leena Wokeck Director of the CSR Asia Center, Asian Institute for Technology (AIT)

Leena Wokeck is the Director of the CSR Asia Center at the Asian Institute for Technology (AIT). She has worked on sustainable development, responsible business practices, accountability and transparency with CSR practitioners and sustainability experts in the private sector as well as international organizations, NGOs and development agencies. Having previously worked for the Global Reporting Initiative (GRI), she has extensive experience in sustainability reporting and global multi-stakeholder processes. Leena Wokeck holds an MSc in International Relations and Transnational Governance from the VU Amsterdam, the Netherlands, a BA in International Studies from the University of Birmingham, UK, and has studied Cultural Anthropology and International Law at the University of Cologne, Germany.


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Alveen Yeo Senior Manager, MBC Planning, Product Management and Pricing, Mercedes-Benz Malaysia Sdn Bh

Alveen Yeo is the Senior Manager of Product Management for Mercedes-Benz Cars in Malaysia. He started his career in publications in 2002, writing about his only passion, cars. In 2006, he joined Daimler-Chrysler Malaysia as a Manager for Product Management. With a keen interest in doing his bit to preserve the environment and those living in it, he has been making the most of his position in Mercedes-Benz Malaysia as the Senior Manager of Product Management since 2008, to bring safer and more environmentally compatible cars to Malaysians.


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7.2. CONFERENCE PROGRAM, 2 October 2012

8.00am - 8.30am Arrival & Registration of Guests

8.30am - 9.00am Opening Remarks: President of the Malaysian-German Chamber of Commerce & Industry,

Ir. Lee Swee Eng

Welcome remarks: Ambassador of the Federal Republic of Germany to Malaysia, HE. Dr. Günter Gruber

Keynote Speech I: David Oberhuber, Country Director GIZ Bangkok

Keynote Speech II: Dato Mohammad Medan Abdullah, Senior General Manager

Group Corporate Affairs Division of PETRONAS

9.00am - 10.00am Press Conference

9.00am - 10.30am Break-Out Session I

01: German CSR Successes revisited. CSR in Germany and Malaysia. A Simple One-Way Road from North to South?

02: The Bigger Picture - Towards a better Corporate Governance, Compliance and

Integrity.

10.30am - 11.00am Coffee Break

11.00am - 12.30pm Break-Out Session II

03: Sustainable Strategies for Doing Business in Emerging Markets - The

Case of Myanmar.

04: Up the Ante - Targeting a 'more human' resource management. Issues of Occupational Safety, Labor Law and Workplace Practices.

12.30pm - 2.00pm Lunch

2.00pm - 3.30pm Break-Out Session III

05: Cause Related Marketing and Social Environment Engagement.

06: More than Reputation Building: Responsible Supply Chain, Industrial Production and Product

Responsibility.

3.30pm - 4.00pm Coffee Break

4.00pm - 5.30pm Break-Out Session IV

07: Driving Innovation through Sustainability.

08: Overcoming the Stat's Game: How to measure and promote Ethical Business the

Right Way - Chances and Limits in Accounting, Reporting and Communicating.

5.30pm - 5.45pm Closing Remarks

Mr. Alexander Stedtfeld, Executive Director of the Malaysian-German Chamber of Commerce and Industry

5.45pm - 7.30pm Networking Reception

are pushing forward sustainable development in Malaysia · Appendix ... Group Corporate Affairs...

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