One of the things I liked about my new company is that it had an active social responsibility agenda. One of its social programs was called “Associate Social Responsibility” or “ASR” for short. By the way, BMW calls its employees “associates”. They organised a charity event in our two plants to sell my daughter’s book “Sinderella” and to use the proceeds to support their good work in China. Many colleagues came up to buy the book and to also have a chat with my daughter, who flew down from Shanghai. It was a memorable day for me as I felt proud to be her dad and at the same time proud to be part of this new company.
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