On September 23, 2020, the final evaluation results of the 11th National 100 Excellent Management Cases Award were announced. The original local case “creating warm feelings with fruits in urgent difficulties: corporate social responsibility practice of Pagoda Group during the pandemic” developed by postgraduates under the guidance of faculty Zheng Yaozhou and Tang Yipeng from the Department of Human Resource Management of our School, was successfully selected into the National 100 Excellent Management Cases. This is the third case of the team after two cases were selected into the National 100 Excellent Management Cases last year.
At the “darkest moment” of the pandemic in Wuhan, the case development team was deeply moved by many anti-epidemic deeds, and decided to meet the needs of MBA course “Enterprise Ethics and Social Responsibility”, select the anti-epidemic deeds in Wuhan of a national leading enterprise in fruits, Shenzhen Pagoda Industrial (Group) Corporation Limited to develop corporate social responsibility cases, and record the history of national anti-epidemic action, especially in the heroic city of Wuhan.
Under the support of Pagoda Group, the case development team conducted nine online and offline interviews with the Chairman and Vice President at the Group Headquarters, suppliers and fruit growers, franchisees and employees in Wuhan, as well as front-line medical workers, and kept more than 150,000 words of interview recording and more than 20,000 words of case development log. In the process of case development, the team members were moved by the heroic deeds of many ordinary people, and they really felt a kind of persistence and innovation power in our national spirit.
This case describes the measures taken by Pagoda to overcome the difficulties in various links such as epidemic prevention, fruit picking, transportation and business operation, and their behaviors of fulfilling social responsibilities for different stakeholders, so as to present the corporate social responsibility practice and innovation of Pagoda Group during the pandemic period. The purpose is to use a real case to guide students to think about how an enterprise fulfills its social responsibility in a strategic and innovative way in response to major emergencies.
On June 14, the case had been put into use in Tencent Classroom of MBA course “Enterprise Ethics and Social Responsibility” in our school before submitted to the selection of the National 100 Excellent Management Cases. On September 22, when the case was used again in the whole case teaching classroom of postgraduate course “Management Case Analysis” in our school, Xu Yanlin, President of Pagoda Group was invited to the classroom and participated in the case teaching.
