Roshn vs Emaar – Corporate Social Responsibility (CSR) Analysis

Academic project for Ethics and Community Service (ETHIC 305) course.
Analyzed and compared CSR initiatives of Roshn (Saudi local company) and Emaar (UAE international company).
Evaluated 5 CSR initiatives of each company against the "Ten Commandments of Social Responsibility" framework.
Provided recommendations to enhance social, environmental, and ethical impact of CSR activities, including innovative solutions like the proposed Smart Sensory Flooring System for community welfare.
Skills applied: CSR Analysis, Business Ethics, Stakeholder Engagement, Benchmarking, Research, Report Writing.

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Instructor Name: Dr. Hayfa Albassam
















Student ID Student Name
2230003477 Razan Alotaibi
2230007140 Alanood Alghamdi
2230001801 Norah Al-mass
2230006519 Dalal Albarrak
College of Business Administration
Ethics and Community Service - ETHIC 305

Roshn VS. Emaar
Real Estate Companies
Final project

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Table of Contents


1.0 Executive Summary ............................................................................................................. 4
1.0 Executive Summary .................................................................................................... 3
2.0 Main body of the report ............................................................................................... 3
2.1 Business ethics and CSR, its importance to business organization ..................................... 3
2.2 Background of Roshn as a local company .................................................................... 4
2.3 Background of Emmar as an international company ....................................................... 4
3.0 Literature Review ...................................................................................................... 4
4.0 Discussion, evaluation, and benchmarking ....................................................................... 5
4.1 5 CSR initiatives of Roshn as a local corporation ........................................................... 5
4.2 5 CSR initiatives of Emaar as an international corporation ............................................... 6
4.3 Evaluate the five (5) CSR initiatives of Roshn and Emmar corporation ............................... 7
4.4 Benchmark the Roshn with a similar line of business located internationally, particularly The
Ten Commandments of Social Responsibility .................................................................... 7
5.0 Conclusion .............................................................................................................. 10
6.0 Recommendation ...................................................................................................... 11
7.0 Appendix and Reference ............................................................................................. 13

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1.0 Executive Summary
This project seeks to analyze the corporate social responsibility (CSR) policies for two of the
Real Estate firms – Roshn, which is a local Saudi Company backed by the Saudi Investment
Fund, and Emaar, which is a well-known Emirati Company established by Mohammed Al-
Abar. The study describes the role of CSR in enhancing or diminishing corporate ethics,
corporate reputation, and sustainability, alongside contributing to financial and social
performance.
The objective is to analyze five CSR activities for each company, assess their adherence to
ethical standards, and propose strategies to enhance their social and environmental impact. The
project highlights the significance of CSR in fostering trust between corporations and society
and its positive effects on financial returns .
The analysis includes a definition of CSR, detailed reviews of Roshn’s and Emaar’s
backgrounds, a literature review of CSR and ethical standards, and an evaluation of the
companies’ CSR activities against the "Ten Commandments of Social Responsibility." The
findings emphasize the need for improved transparency and engagement with stakeholders to
enhance community interaction and sustainability .
Key recommendations include promoting environmental sustainability through collaborations
with for-profit and non-profit organizations, increasing awareness of CSR among employees
and communities, and implementing strategic initiatives to strengthen corporate reputations
and social contributions.

2.0 Main body of the report
2.1 Business ethics and CSR, its importance to business organization
Business ethics refers to the principles, policies, and values that govern how companies and
individuals conduct business activities. These ethics go beyond legal boundaries to form a code
of conduct that guides employees' actions at all levels, helping to foster trust between a
company and its customers.
Corporate Social Responsibility As always, a business should be able to meet the needs of
shareholders, but in a way that does not endanger employees, the environment, society, or the
community in which the business is situated — social responsibility. Of course, finance and
revenue are extremely important, but they should be subordinate to the needs of society as a
whole, the customers, and the employees as well. In fact, studies have suggested otherwise,
that financial performance increases because of good governance and ethical practices.
Corporate Social Responsibility: Why It Is Important? More often than not, CSR activities are
seen as being demonstrated in disadvantaged communities, the marginalized, or the
environment. This should change for these two reasons. Firstly, it is important performance-
wise as it makes trustworthy connections between the organizations and their stakeholders. It
increases their goodwill amongst customers, investors, and the broader community by showing
how much effort and attention they put into issues that revolve around the social and natural
environment. As a result, companies are likely to enjoy increased sales, enhanced brand loyalty,
and a well-motivated workforce.
Developing a strategy and averting risk is yet another important factor, and it is helpful in this
case. Companies are often faced with threats of reputational loss, operational loss due to legal

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issues, and immense financial losses as well. However, there are options that can help deal with
these threats. As a case study, let’s take the management of environmental concerns: when
activities associated with it are conducted properly, the amount of attorney’s fees that arise
from environmental violations easily diminishes.

2.2 Background of Roshn as a local company
ROSHN Real Estate Corporation is an obvious Saudi real estate developer supported by the
Government Investment Fund. The group is renowned for being focused on the development of
resilient and vibrant communities which are consistent with the vision of the Saudi Vision. ROSHN
focuses in housing and property development with the aim of responding to the increasing need in the
country for quality housing units at affordable prices. The company incorporates cutting-edge
designs, energy-efficient technologies, and community solutions into its projects to ensure a
long-term good influence on the environment and society. ROSHN works with cultural
organizations through its flagship initiative, "Yuhyeek." ROSHN's many efforts strive to
provide healthy, inclusive, and sustainable lifestyles to all Saudi people.

2.3 Background of Emmar as an international company
Emaar Real Estate Company is a real estate development company headquartered in the United
Arab Emirates, specifically Dubai City, founded in 1997 by its founder Mohammed Al Abar.
It is one of the most valuable real estate companies.
One of its prominent works is Burj Khalifa, which is classified as the tallest tower in the world.
One of its works is Dubai Mall, the largest shopping mall in the world. It has multiple projects,
such as Dubai Marina and Amar Beachfront. It has investment properties around the world,
like India, Egypt, and so on. Emaar was left to integrate advanced technology and sustainability
in developments that will make the future more prosperous.

3.0 Literature Review
Business ethics, CSR, different parameters found in the ten commandments of social
responsibility, critical evaluation of literature review
Corporate social responsibility (CSR) and business ethics are essential for making sure that
companies run sustainably while meeting societal and ecological needs. Business ethics focuses
on concepts such as responsibility, justice, and transparency and helps the firms to take ethical decisions
preventing them from making unethical choices. Moral theories including the utilitarian and the
deontological assist business in resolving ethical issues which in turn improves their reputation and
profitability in the long term. There is also this concern, which goes beyond ethics, and that’s what the
CSR is about. The four tiers of Carroll's CSR pyramid are philanthropic (voluntary efforts), legal
(compliance), ethical (fair practices), and economic (profit). Companies like Unilever and
Patagonia illustrate CSR by incorporating sustainability and social responsibility into their
fundamental strategies. The Ten Commandments of Social Responsibility provide a useful
foundation for CSR, emphasizing values like proactive problem-solving, stakeholder
participation, compliance with industry standards, and environmental sustainability.
Supporting community activities, upholding a written code of conduct, and ensuring that CSR
initiatives are aligned with the company's financial objectives are all key commandments.

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These commandments help firms match their business practices with ethical standards and
societal expectations.
The literature study on Business Ethics and CSR provides a broad framework but excludes
numerous critical perspectives. For example, stakeholder theory emphasizes the need to engage
all stakeholders (Commandment 2) and advises that organizations should be inclusive in their
decision-making. However, Shareholder Primacy, which is more widely used in traditional
business practices, may argue that enterprises should prioritize maximizing shareholder value,
which could contrast with the Ten Commandments' greater inclusion. On the subject of
proactive problem-solving (Commandment 1), Institutional Theory questions the concept of
voluntarily proactive behavior. To prevent problems many agencies should first start change instead
of doing it in response to laws and external pressures. At the same time, Agency Theory would argue
against the notion that firms have a self, internal, motivation to be responsible. It suggests that managers
might push their self-interest instead, dealing with CSR picture only when it complies with their
personal incentives and not when they have some moral value to these issues. Commandments such
as supporting community initiatives (Commandment 5) and ensuring environmental
sustainability (Commandment 6) are viewed differently in the Resource-Based View (RBV),
which emphasizes the availability of resources to carry out these practices. Companies with
few resources may struggle to integrate these projects despite their ethical value. Thus, distinct
theoretical views offer diverse insights into the issues of CSR implementation based on the Ten
Commandments.

4.0 Discussion, evaluation, and benchmarking
4.1 5 CSR initiatives of Roshn as a local corporation
1- Yuhyeek Program :
Yuhyeek Program for social responsibility from Roshen is based on five main pillars of
development: environmental sustainability, education, innovation, community development, in
addition to arts and culture, and public health, where we are committed through its initiatives
to achieve #sustainable_impact and support all segments of society, as well as supporting
events such as marathons and walks. It participates with organizations such as Zahra Breast
Cancer Association in national awareness campaigns.
2- Home Renovation :
Roshen has collaborated with the Tarmeem Charity Association, through which 75 homes were
renovated in seven different regions across the Kingdom of Saudi Arabia, which helped
improve the living conditions of needy families.
3- Investing in Art and Culture :
Roshen supports art and culture in Saudi Arabia through its cooperation with the Ministry of
Culture. The company participated in organizing the Islamic Art Biennale and the Diriyah
Biennale Foundation, which are events that aim to enhance the sense of national unity. In
addition, the works of local artists are displayed in the company’s sales offices, providing an
important platform to market and support local art.
4- Education and Vocational Training :
Roshen develops training and educational programs for its employees in various fields, such
as real estate and engineering, to ensure the development of their skills and enhance their

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functional capabilities. The company also supports education through scholarships and other
educational projects targeting youth groups.
5- Supporting Health Initiatives from Roshen :
Supports several health initiatives such as cooperation with the Ehsan platform to support
cancer patients and needy families. The company also organized breast cancer awareness
campaigns in cooperation with the Zahra Breast Cancer Association. Roshen also provides
activities and programs to promote the integration of people with special needs into society.

4.2 5 CSR initiatives of Emaar as an international corporation
Emaar Property Company contributed to the development of the community and was keen on
the social responsibility of companies for being an important worker in the development of the
company and has carried out many initiatives, environmental, social, and community welfare,
including:
1- Emirates Planting" initiative for planting mangroves:
Emaar Company participated in the Emirates Planting initiative to plant mangroves, which
helps in carbon absorption and storage. One of the advantages of this tree is that it adapts
to climate change, where it planted 364 mangrove trees and may reach 100 million trees by
2030.
2- Switching from plastic to glass
Emaar has replaced plastic cans with glass cans in all its hotels to make the future greener,
and this has saved the cost of plastic packaging. Emaar uses Winnow Analytics technology
to enhance efficiency and sustainability and reduce hotel food waste.
3- Green Building Certificate:
Emaar has obtained the LEED Platinum certification from the U.S. Green Building
Council. This indicates that Emaar is committed to sustainable practices and demonstrates
that distinguished buildings are important in the issue of environmental responsibility.
4- Sustainability of Dubai Hills Park:
This park combines providing a lively social life and sustainable design, characterized by
an innovative way of managing rainwater. The garden contains two main pools for water
retention, a valley system that stores rainwater and an intelligent irrigation system. This
makes it a model of sustainable civilizational design.
5- Recycling awareness campaign:
Emaar has worked to educate citizens and residents about recycling and introduce them to
ways and means of how to reduce and reuse waste. It distributed battalion posters via email
and published them in public places and within complexes. This initiative contributes to
reducing waste and promoting responsible management of resources.

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4.3 Evaluate the five (5) CSR initiatives of Roshn and Emmar corporation
LOCAL CORPORATION
INTERNATIONAL
CORPORATION
Name: Roshn Name: Emaar
Initiatives 1 2 3 4 5 1 2 3 4 5
Ten Commandments
1. Proactive in taking action to correct
problems before they impact the
company
✓ ✓
2. Seek input from all impacted
stakeholders on any problem that
needs to be addressed
✓ ✓
3. Use industry standards as a
benchmark and voluntarily internally
regulate our corporate behavior
✓ ✓
4. Admit to the public when mistakes
have taken place
✓ ✓
5. Active in supporting community
social programs
✓ ✓
6. Active in ensuring environmental
sustainability in the actions of the
company
✓ ✓
7. Aware of any changes that occur in
the corporate social environment
✓ ✓
8. Establish and maintain a formal
corporate code of conduct
✓ ✓
9. Committed to publicly supporting
social causes
✓ ✓
10. Profitable to financially support
the company’s social responsibility
agenda
✓ ✓

4.4 Benchmark the Roshn with a similar line of business located internationally, particularly
The Ten Commandments of Social Responsibility
Proactive in taking action to correct problems before they impact the company, Emaar performs
better than Roshn in proactive measures because it has initiated global-scale programs such as
the Mangroves Planting and the Sustainability of Dubai Hills Park, which tackle wide-ranging
environmental problems with modern technologies such as smart irrigation. On the contrary,
Roshn concentrates on domestic projects such as Home Renovation and the Yuhyeek Program
that complement Saudi Vision 2030 but are not on the same global level, scale, and
technological innovation as Emaar’s initiatives. To be able to meet the benchmark set by
Emaar, Roshn can expand its horizons to include intra-country and international issues, develop
tools to predict future threats and invest in sustainable technologies while establishing
international collaborations in order to amplify its proactive efforts.

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Seek input from all impacted stakeholders on any problem that needs to be addressed. Owing
to its international footprint and established practices of approaching many communities, such
as those initiated through the Recycling Awareness Campaign and Mangroves Planting, Emaar
is better placed than Roshn to consult with affected stakeholders. On the other hand, Roshn
works well in a local environment with focus programs such as Home Renovation and
Yuhyeek, where they largely partner with charities and organizations in Saudi Arabia,
somewhat of a systematic approach that does not solicit input from many more stakeholders.
In this sense, Roshn could improve by embedding stakeholder engagement practices,
establishing project feedback systems, and having wide local and international stakeholders
involved in their projects in the repudiation of strategies offered by Emaar.

Use industry standards as a benchmark and voluntarily internally regulate our corporate
behavior. Emaar's satisfaction with international norms is well exemplified by its endorsement
of the LEED Platinum Certification of Compliance and other sustainability measures. This
indeed shows a resolve to self-regulate one’s corporate activities in order to adhere to some
international benchmarks. On the other hand, Roshn seems to be concentrating more on the
localized programs under Yuhyeek, which are all right in terms of national objectives but are
devoid of such international standards. In order to compete with Emaar’s lead, Roshn might go
after such certificates as those recognized in international scope, including LEED and/or
‘embrace’ the UN Sustainable Development Goals (SDGs) and develop internal mechanisms
on self-compliance, so that policies and approaches instituted would conform to those
standards.

Admit to the public when mistakes have taken place. Neither Emaar nor Roshn does well in
public communication about their culpability, as there is little evidence that either company
has provided any revelations of errors or miscalculations within their company operations.
While both organizations make public the relevant successes achieved through CSR, no strong
culture to embrace mistakes and failures as a learning opportunity is evident. Roshn and Emaar
would do better if they instituted proper reporting systems, reported any problems or
shortcomings noted in their sustainability reports, and provided information on how these
problems were resolved.

Active in supporting community social programs Roshn excels in supporting community social
programs through impactful initiatives such as One such program is the Yuhyeek Program,
which covers environmental protection, education, and health, while another is the Home
Renovation Program that enhances the living standards of poor families in the country. As these
programs encompass the social aspect that complements the Saudi Vision 2030, it is highly
commendable. In the case of Emaar, they have the Mangroves Planting and Recycling
Awareness Campaigns. However, they seem more inclined towards addressing environmental
issues, not social ones. In order for Roshn to reinforce its position, it may also include
community development projects, the changes of which are expected to be long-term and
include global best practices. In this regard, Roshn will set an example of what real community
development should be.

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Active in ensuring environmental sustainability in the actions of the company Roshn, through
the Yuhyeek Program which incorporates local initiatives that are in alignment with its
community projects focused on Saudi Vision 2030, managed to earn a ranking of 4 owing to
its commitment to environmental sustainability. However, its scope and impact are confined to
the nation, and it doesn’t have any advanced technologies or international certifications that
could have helped to take it to the next level. By contrast, Emaar scored a 5 owing to actually
implementing projects like the Mangroves Planting Project around the sea, which has
international recognition for helping to combat environmental issues and also earned them the
LEED Platinum Certification that helps them comply with the best sustainability practices. The
use of revolutionary approaches like harvesting rainwater and smart irrigation systems at Dubai
Hills Park made Emaar out-stage its competitors in the global environmental arena. The most
notable variation can be found in the extent of their efforts between the two, with Emaar clearly
leaving Roshn behind as it managed to reach out to a larger and more challenging global
market.

Aware of any changes that occur in the corporate social environment Due to being aligned with
global trends and respecting international standards, such as the US Green Building Council-
Limited IE at Emaar shifted I managing development, pest control, and other environment
amenities, EAs Well INitiatives such As & 19, Emaar scored a higher 5. These integrated
innovative practices allowed Emaar to incorporate modern technologies into its projects, such
as smart irrigation systems and other sustainability technologies, which corresponded to the
adequate attitude towards actual needs regarding the changes in CSR expectations. On the other
hand, the other company, Roshn, has partially been successful in this regard as they scored
three, as they maintain a balanced focus on localized efforts, like the Yuhyeek Program Home
Renovation Initiative that resonates with Saudi Vision 2030 approaches, yet have a little to no
scope of global applicability. Regionally or universally, Roshn has room for improvement by
He/She, including internationally recognized frameworks, such as the United Nations
Sustainable Development Goals (UN SDGs) or GRI Standards, thus ensuring that the overall
scope of the corporate social environment is still relevant. The major difference in scores
reveals that Emaar can perform in global terms adopting changes in a relevant and appropriate
manner, while Roshn is performing in peripheral and vacuous strategies.

Establish and maintain a formal corporate code of conduct. A rather impressive score of 4 was
awarded to Emaar, which scored such marks mostly due to its strong formalized corporate code
of conduct, which is expected to be put in place in an organization if that organization is known
globally. Surprisingly, there has been no such evidence found in public for Emaar corporation's
policies and conduct codes. However, his alignment with other internationally recognized and
accredited would suggest a firm practices good governance and ethical conduct towards its
employees and other stakeholders. Roshan, on the other hand, scored 3, and that is because
there is little evidence available that points to the existence of a formalized code of conduct
within the organization. Despite this, the company showcases strong attempts with local
programs like the Yuhyeek Program while preventing the effectiveness of these measures by
centers of strong ethical branding by refusing to have a basis for codifying all initiatives. In
Such circumstances, they could clearly formalize objectives in a measurable and verifiable way
and align themselves with the existing international ethical frameworks in a clear way by

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mission statements and Codes of Conduct, adding measures of monitoring dissemination to
increase transparency. It comes as no surprise that Roshan’s efforts seem to be directed toward
a specific region, while the opposite holds true for Emaar, which seems to operate in a global
context.

Committed to publicly supporting social causes, Roshn has been given marks of 5 for its strong
adherence to socially responsible practices through endorsing programs like the Yuhyeek
program, which incorporates education, environmental sustainability, arts and culture, and
public health. Its collaborations with the Zahra Breast Cancer Association and concrete
initiatives like the Home Renovation Programme reflect Roshn’s commitment to tackling
social issues and empowering poorer strata of society in accordance with the objectives of
Saudi Vision 2030. On the other hand, Emaar has been marked with a score of 4 for focusing
on Mangroves Planting and Recycling Awareness Campaigns as the primary business
endeavors, which, while helpful in creating a negative impact, focus more on environmental
issues and do not target social-encompassing a wider perspective. This difference in the marks
awarded explains why Roshn has a more robust and holistic activity towards engaging in social
issues, unlike Emaar, who narrowly or rather majorly concentrates on sustainable development
initiatives.

Profitable to financially support the company’s social responsibility agenda, Emaar’s score of
5 reaches an eye because of his capacity to financially back up businesses and investments in
the amount of the CSR action strategy. His reach enables him to fund big initiatives such as the
Mangrove Planting Project, the building of certified green buildings, and even programs with
Islamic principles such as Dubai Hills Park. Emaar’s financial strength provides them the
leverage to have a wide range of corpus allocation to their CSR initiatives, which have varying
levels of impact and global visibility. On the other hand, Roshn has scored only a 4 because of
its localized efforts under the scope of programs like the Yuhyeek Program and Home
Renovation Program, which are well-funded but not in scope with Emaar’s international
coverage. Roshn is able to ‘fund’ its CSR agenda robustly within Saudi Arabia. The ability to
scale up models to fund regionally or globally would create more competitive advantages for
them. It is noteworthy that all other scores reflect competitive strength for undertakings that
are significantly less in geographic impact than Emaar’s effort.
5.0 Conclusion
The comparative analysis of CSR initiatives in two companies, 1-Roshen and 2-Emaar, focuses
on values that align business strategies with ethical and sustainable practices. Roshen, as a local
company, emphasizes community-focused initiatives such as education, health, and cultural
development, which fulfills its commitment to Saudi Vision 2030. In contrast, Emaar, an
international entity, integrates advanced sustainability technologies and environmental
responsibility, which reflects its global outlook.
Both companies represent the importance of CSR in enhancing social trust, enhancing
corporate reputation, and driving sustainable development. However, the assessment indicates
that while Roshen excels in grassroots community engagement, Emaar sets a higher bar in
environmental innovation and global standards. In the future, both companies can leverage
these strengths to achieve greater social impact and long-term success .

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6.0 Recommendation
❖ Recommendation: Smart Sensory Flooring System :
Furthering the Corporate Social Responsibility of the company and enhancing the
quality of life for the disabled and elderly population, it is recommended that Roshen
carry out a SMART SENSORY FLOORING SYSTEM. This under-research and
development solution will primarily focus on MOVEMENT MONITORING,
HEALTH DETERMINATION, SAFETY, and IMPROVEMENT OF the LIFESTYLE
of people with mobility difficulties. Such a system will create a safe situation and
enhance the quality of life, support everyday activities, provide smart navigation, and
engage in health care and obstacle recognition in order to help the users achieve their
purposes.

❖ Initiative Overview
The reasoning is based on the application of smart flooring systems, which are now
embedded with special sensors designed to trace in real time the movements, balance,
and other health conditions of the occupant. The system will send signals to caregivers,
family members, or emergency personnel whenever the situation requires them,
especially in guiding the user within the house or avoiding obstacles.

❖ Implementation Process for Roshen to Development of Smart Sensory Floors :
Steps to Develop the System:

- Work with sensor companies such as Texas Instruments and Bosch Sensors in
designing pressure and motion sensors with high levels of accuracy.
- Work with smart home technology companies Google Nest and Alexa, among
others, to embed the sensors into an ecosystem that enables data collection and real-
time monitoring.
- Approach a number of healthcare relevant technology companies such as Philips
Healthcare and Medtronic in order to introduce, for example, fall detection and
health monitoring with medical reliability.

Partnerships and Collaborations :

- Key Partners: Saudi Universities (e.g., King Saud University; King Fahd University
of Petroleum and Minerals) for joint research, testing, and optimization work for
the system.
- Saudi Research Centers (e.g. King Abdulaziz City for Science and Technology) to
obtain funds and to carry out common field studies.
- Healthcare Providers: Conduct the systems’ tests in the settings of assisted living
buildings and incorporate the data collected towards the improvements of the
system.
- Social Welfare Organizations: Collaborate with the Saudi Ministry of Human
Resources and Social Development to install systems in the relevant social centers.

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Convincing Stakeholders :
- Provide evidence using dashboards such as indications of reduction in Fall incidents
and independence measure indicators.
- Perform an NPV to show the anticipated savings to healthcare over a long period
of time.
- Run advertising activities, including presentations of users and their assistants/care
providers.

Field Studies and Pilot Program :
- Begin a pilot program in 50 – 100 households of the elderly and disabled in densely
populated areas.
- Carry out field studies together with Saudi universities to assess user satisfaction
and the effectiveness of a given system.
- Assess opinions to make alterations to a system before it is rolled out on a bigger
scale.
- The way the system evaluates and distinguishes between its users.

❖ In order to monitor each user’s health accurately while using the flooring system,
Roshen outlines in its proposal that it will utilize various advanced technologies:
Gait Analysis :
- The way of walking is unique for every individual (length of steps, pressure applied,
and weight distribution). These parameters will be captured by the sensors and they
will be used as identifiers.
- How it works: AI algorithms of the flooring system match patterns of movement of
the customer with the customer profile and registration that the specific customer
has created .

Weight and Physical Characteristics :
- How it works: Each user’s weight and length of the user’s stride are already stated
in the system. The flooring uses the weight and the distance registered in its memory
and compares it with real-time happenings for identification purposes.

Tagging System :
- Smart tags or bracelets are used which connect wirelessly to the flooring system by
users. These devices assist the system to recognize whose foot it is that is treading
on the floor .

- Why it’s important: This adds extra vividness of detail retrieval especially where
there are several users in a single household.

Machine Learning :
- The system relies on machine learning to help increase its accuracy as time goes by
because it tracks changes in the way people move (for example, when a user is sick
or has grown older) .

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- Working mechanism: The AI, through its deep learning, can identify specific
normal movements of every user and highlight abnormalities like unsteady walking
or staying still for long periods.

Health Activity Inspection Features :
- The floor maintains a record of physical activity performed and monitors whether
a person is overworked or has balance problems. In the event an individual falls or
acts out of the ordinary, an alert is raised and passed to the intended carers or family
members .

❖ The Adverse Effects :
- Increased Security or Protection: Preventing and identifying falls, and other
abnormalities allow dangers to be averted or significantly lessened while ensuring
appropriate medical intervention is provided in a timely manner .
- Greater Freedom: With the advancements made with this particular system, users
will have unfettered grace and agility in traversing within their residences without
the assistance of caregivers.
- Reduces Anxiety – Family members and caregivers are able to get pictures and be
notified every now and then that their charge is okay.
- Societal Perspective The system strengthens the Saudi Vision 2030 by enhancing
the assistive nature for the susceptible people .

This multi-pronged strategy makes certain that the Roshen Smart Sensory Flooring System is
not only sophisticated in terms of technological capabilities but also changes lives by
addressing the disabilities of the aged people and other groups of people, enhancing the scope
of Roshen as a company that focuses on novel CSR projects.

7.0 Appendix and Reference

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Dhai Al-Mutairi (2023). ROSHN reaches for ‘bigger social impact’ in Saudi Arabia. [online]
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8 Dec. 2024].

Gulf Insight 360. (2023). ROSHN’s New Initiatives Aim for Greater Social Impact in Saudi
Arabia. [online] Available at: https://gulfinsight360.com/roshn-initiatives-social-impact-
saudi-arabia/?amp=1 [Accessed 8 Dec. 2024].

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Real (2023). ROSHN strives for long-term social impact in Saudi Arabia. [online] Cityscape
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Twin, A. (2024). What Is Business Ethics? Definition, Principles, and Importance. [online]
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Mishra, G. (2023). Importance of Corporate Social Responsibility: Creating Positive Impact
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https://www.linkedin.com/pulse/importance-corporate-social-responsibility-creating-impact-
magazine.

Xpropert | Buy and Rent Real Estate in UAE - Dubai. (2024). Everything About Emaar
Properties in Dubai: History, Projects, and Achievements - Xpropert | Buy and Rent Real
Estate in UAE - Dubai. [online] Available at: https://xpropert.com/everything-about-emaar-
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