In
this article, the authors give an alternative view of
corporate social responsibility. According to them,
CSR is "about how companies manage the business
processes to produce an overall impact on society".In
modern marketing, one of the basic questions that almost
all business people ask is, what does corporate social
responsibility mean and how to go for it? At the same
time, corporate social responsibility has been viewed
as a relevant constraint to business, and a large number
of managers have assigned a high place for social responsibilities,
together with the targetted profit.
Most
of the organizations discharge their corporate social
responsibility by starting social trusts, anti-pollution
measures, adapting villages or all-round progress and
development, starting family planning clinics for the
benefit of the workers and residents, and allocating
a fixed percentage of the profits to train unemployed
engineers and technicians. Also, some community development
activities, like provision of drinking water facility,
conducting social audit on a voluntary basis, providing
medical, recreational facilities, conducting tournaments
to promote sport talents, undertaking consumer education
campaigns, avoiding unethical, deceptive advertising
and so on are also known patterns. We can cite certain
examples likeBajaj Auto running Samaj Seva Kendra at
Akrudi near Pune since 1975; Larsen and Toubro spending
Rs. 5 cr annually on social projects viz. health care,
mother care, child care, population control etc., Tata
Steel doing a lot for employee welfare and running Community
Development and Social Welfare Department since 1958,
taking care of educational and vocational training needs
of the underprivileged in and around Jamshedpur; Associated
Cement Company (ACC) doing something for medical care,
rural development activities and environmental conservation
etc. |
