CSR

Strategy impacts on society, being cognizant of impacts on society in the process makes
the corp. responsible in the eyes of society, since society is directly impacted by the
chosen path

CG – corporate fairness / transparency / accountability

Position translates to a unique value proposition to the target market

From shareholder view (value translates to ROI)  stakeholder view (shape larger
society, across communities and environment)

If CSR seen as costs that outweigh benefits, carried out bcos mandatory / regulatory /
seen as just “must do” ….”feel good” … NOT sustainable !!

If not Center stage, and connected to core business…… will die slowly

Friedman – Only responsibility is to make profits, within rules of the game. We pay taxes
that are used for social causes.

Aruguement for CSR – 51 of top 100 largest economies are corporations. 49 are nation
states !!!!

RCC - Responsible Corporate Citizen – Championing a social cause / Social giving

(GIVE)

            Not take away from society – ex: child labour

             Give something back, since resources come from resources

            Fair, transparent and accountable

            Mitigating harm

CRM – Cause Related Marketing  / PR effort – gives to society and build a reputation

(GIVE to GET)

            Doing good but also getting back

            AMEX – 1 cent towards statue of liberty

            Controversial – undermines traditional philanthropy

            Ex: Pantene and American Cancer

Strategic CSR – Corporate Social Responsibility – goes beyond raising the corp profile,
improves competitive context / balancing social benefits and economic benefits

(GIVE to GET)

            Neatly integrated into corp strategy

            Getting something back from what it gives – prius and the market leap

            Nestle in India – helping rural dairy farmers

            Cargills FC – help rural and competitive context

            MAS – Women Go Beyond

           

SRB – Socially Rezponsible Business – CSR is the very purpose

(DO and GET)

                        CSR is the very purpose of business

                        Giving to get (CRM) --------- Doing and Getting

Def’n - “Profitable serve the socio-economically disadvantaged people….”

CK Prahalad – Bottom of Pyramid – a SRB way

                        Aravind Eye Hospital – Only 40% pay, that too a low cost.