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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