CORPORATE SOCIAL

RESPOSIBILITY
CSR
The term "corporate social responsibility" came in to
common use in the early 1970s.

 The goal is embrace responsibility for, an encourage a

positive impact through its activities on the
environment, consumers, employees,
communities, stakeholders and all other members of
the public sphere.
BRAND DIFFERENTIATION
 CSR can play a role in building customer loyalty
based on distinctive ethical values.
CSR , NOT OUR
JOB………………
Corporate social responsibility argue that capitalism
does enough for society by generating economic
growth and creating jobs

 A business only needs to pursue and deliver profit to

be a positive contributor to society. In their view, it is
the role of government to make and implement social
policy, not corporations.
(cont.)
Permutations of CSR are not worth the cost. He
berates corporate philanthropy as "borrowed virtue"
because managers are giving away shareholder's
money. He asserts that most CSR is "probably
delusional" - in that its private costs likely exceed the
public benefits produced.  Clive Crook The Economist
Survey of Corporate Social Responsibility
(cont.)
 Nor he says is it smart to use CSR to "privatize public
policy.“
Governments should be making and carrying out
public policy using regulation and taxes, not
corporations.
 CSR can unleash loose and dangerously
uncoordinated issues that will often do more harm than
good. 
CSR, BLANKET
COVERING…………….
Proponents of this view argue that CSR is nothing
more than public relations and warn all not to trust any
CSR initiative because in the end, all it represents is a
ploy to distract attention away from otherwise
rapacious behavior that is detrimental to society.
(cont.)
“Businesses are legally required to do everything in
their power to make money, and that more often than
not, their financial interests will conflict with the
broader interests of society, and they will always act in
their own self-interest.”    The Corporation: The
Pathological Pursuit of Profit and Power by  Joel
Bakan,
Eg: Bad Apple in Barrel?
Staff in their Chinese iPod factories workers working
for 15 hrs shift, received 27 pounds/monthy, they lived
in dormitories housing 100 people and no outsiders
were allowed, working in slave conditions.( BBC
report)
CSR, ESSENTIAL…………………
 Michael Porter casts CSR as "an inescapable priority
for business leaders in every country."

CSR will be much more than a cost, a constraint, a

charitable deed - it can be a source of opportunity,
innovation which will have competitive advantage." 
(cont.)
 Healthy society ultimately creates expanding demand
for business, as more human needs are met and
aspirations grow.

The mutual dependence of business and society

implies that both business decisions and social policies
must follow the principle of shared value - ie, that the
choices made must benefit both sides.
(cont.)
The essential test that should guide CSR is not whether
a cause is worthy but whether it presents an
opportunity to create shared value - that is, a
meaningful benefit to society that is also valuable to
the business." 
Eg: AIRCEL

• “Save our Tigers”

• “Aircel Donate Phone Program”
• Utilizing all the weapons in the marketing armour:
celebrities, new media, PR etc. But it’s visibility
may well be it’s strength and weakness
EG: BSNL
Taken up a project to maintain and clean some long
distance Rajdhani trains.
Will take care for up-gradation, cleaning and
maintenance of these trains.
CSR INDIA

2010 was a outstanding year due to the contribution

towards the community development & social

welfare.
 CSR is playing a vital role in developing the society

and also enhance the people to enrich their life.

(cont.)

TVS electronic participated with the government

to improve the sanitation in a village called

Tiruvidenthai.
CSR ISSUES IN INDIA
Huge and growing population,
Mass urbanization and a move away from a traditional
agricultural based economy,
Massive poverty alongside increasing and booming
wealth,
 With the specters of HIV/AIDS alongside diseases of
the world’s neediest people..
CONCLUSION
 Social responsibility into the business will likely
demand a radical transformation of the culture, values,
and operating systems of most large corporations.

Society has a right to set expectations of businesses,

but these don't have to kill economic growth and jobs.
There is no reason why business can't be socially
responsible and commercially successful.
THANK YOU