Chapter 14 You Only Live Once: A CSR Initiative by Azman Hashim IBS Students

Structured Abstract Subject Area Business Ethics, Corporate Social Responsibility. Study Level This case is suitable to be used in advanced undergraduate and MBA/MSc level. Case Overview This case demonstrates the dilemma of a team of students who initiated a CSR project under the supervision of their Business Ethics, Responsibility, and Sustainability (BERS) course lecturer Dr Qanitah at Azman Hashim International Business School, UTM. The team faced challenge in getting sufficient sponsorship from the outside parties involved. In order to create awareness about CSR issues among general public, the team came up with a project plan and named it as You Only Live Once (YOLO). Two weeks before the YOLO project, one of the main sponsors withdrawn the agreement to sponsor the event. Lack of sufficient funding could contribute to the failure of the YOLO project. Dr Qanitah and the team were in a dilemma to sort out this issue. Expected Learning Outcomes By utilizing this case, the students will be able to: understand the need for undertaking CSR initiatives; expose to the obstacles faced by organizer with regard to the sudden withdrawal of sponsorships; and understand the importance of building awareness about CSR among general public.