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Corporate SocialCorporate SocialResponsibilityResponsibility
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Corporate SocialCorporate SocialResponsibility (CSR)Responsibility (CSR)
Carroll¶s Four Part DefinitionCSR encompasses the economic, legal,
ethical and discretionary (philanthropic)
expectations that society has of organizations
at a given point in time
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Pyramid of CSR Pyramid of CSR
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BUSINESS
DECISION
INTERNAL
ENVIRONMENT
EXTERNAL
ENVIRONMENT
Business is a product of environment
Impact on the environment
Why Corporate SocialWhy Corporate Social
Responsibility ?Responsibility ?
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STRONG EMPL
OYER BRANDS PAY ATTENTIONTO CSR
WHY??CSR IS LINKED WITH
1. a company¶s core business objectives and
2. a company¶s core competencies,
3. ULTIMATELY , LEADING TO PR OFIT
,or positive financial return to the
company.
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Strategic CSR Strategic CSR y Identify a small number of social impacts
where the company can make a significant
contribution to society while improving the
long-term competitiveness of its businessy Create a social dimension to the value
proposition
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Aaker¶s modelAaker¶s modelBrandessence
Core
Extended benefit(CSR)
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CSR asCSR as
An Effective tool for building a brand
Generates brand equity
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Brandequity
Brandloyalty
Brandawareness
Perceivedquality
Brandassociation
Other brandassets
Value tocustomer
Value to firm
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CSR as a tool inCSR as a tool in AIDAAIDAprincipleprinciple
Attention:- Grab attention of customersInterest :- Generating interest in people
Desire :- Develop desire in them to purchase
the service
Action :- Turn it into action
In this way, Turn suspects into prospects
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P
ROSP
ROS
& &
CONSCONS
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Arguments for SocialArguments for Social
ResponsibilityResponsibility
overall corporate strategy
reputation enhancement, talent attraction/ retention,
brand differentiation,
access to new markets,
customer loyalty,
license to operate in new countries/
communities.
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Arguments against SocialArguments against Social
ResponsibilityResponsibility
y Business is not equipped to handle social activities
y Social responsibility would create excessive costsfor business.
y Dilutes the primary aims of business
y Business has enough power, and social involvement
would f urther increase its power and influence.
y Business is not really accountable to society.
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CSR CSR
yyLIC Golden Ju bilee FoundationLIC Golden Ju bilee Foundation
yLIC GJF su pported projects Infrastr ucture, Schools, GJ scholarship
,health &sanitation services
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CSR CSR
yWaste management
y
Response to tsunami disaster yResponse to Mumbai floods
yResponse to Kashmir earthquake
y
Help for underprivileged children
yyBharti foundationBharti foundation
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CSR CSR yyWipro careWipro care
Edu
cation for children Makkala jagriti (NGO) ± learning centre
Help in disaster relief(pushpavanam)
Infrastr ucture for school(bangalur u)
Olcott high school(Chennai)
Disaster management
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Thanks
from
CHINTAN SHAH
JATIN PATEL
SACHIN SINGH
ABHISHEK MISHRA
TAHZIB PATEL