1. Definition of CSR
2. Objectives of CSR
3. 5 Dimensions of CSR
4. Cases on CS
5. Recommendations and Conclusion
Definition of CSR
• It is known as:
– Corporate Citizenship
– Corporate Responsibility
– Responsible Business
The voluntary actions that business can take, over
and above compliance with minimum legal
requirements, to address both its own competitive
interests and the interests of wider society. **
** www.csr.gov.uk (UK Government)
Objectives of CSR
• Positive outcomes arise when business takes
up a CSR policy such as:
1. Company benefits
• Improve financial performance
• Enhanced brand image recognition and reputation
• Product safety and decrease liability
• Attract and retain employees
• Increased sales and customer loyalty
2. Community benefits
• Product safety and quality
• Corporate product safety and involvement
3. Environmental benefits
• Greater material recyclability
• Better product durability and functionality
• Environmental management standards
Issues of CSR
• “Shared value” defines as policies and operating practices that
enhance the competitiveness of a company while
simultaneously advancing the economic and social conditions
in the communities in which it operates. **
• It has blurred the boundary between pure business activities
and CSR activities.
– “Project Shakti” project of Hindustan Unilever Limited (HUL) –
enhance the direct rural reach of the company and empowering
– Whether research expenses will be considered as CSR spend as
“environmental sustainability” is classified as CSR activities.
9** Asish K Bhattacharyya (2013)
• Global company (24th Jan 1964) – produces
footwear, clothing, equipment and accessory
products for the sports and athletic market.
• It is the largest seller of such garments in the world
– approximately 19,000 retail accounts in US and
around 140 countries around the world.
Case: Harrasement & Abuse
• Workforce profile: 58% of them are young adults between 20 and 24 years
old, and 83% are women.
• In Indonesia, 30.2% of the workers had personally experienced, and 56.8%
had observed, verbal abuse.
• An average of 7.8% of workers reported receiving unwelcome sexual
comments, and 3.3% reported being physically abused.
• 73.4% of workers are satisfied with their relationship with direct line
supervisors, 67.8% are satisfied with management although a subsequent
investigation has been made.
** http://www.sourcewatch.org/index.php?title=Nike (February, 2012)
• It is a Petroleum Industry Company.
• British Multinational oil and gas company
headquater in London, England.
• It was founded in 1909.
Case: environmental pollution
• In 20th April 2010 – explosion at BP’s deep water rig in
the Gulf of Mexico.
• The chief executive, Tony Hayward make a mistake
after mistake while their crude continued to gush,
literally and figuratively.
• Although BP has fired Hayward, paid restitution,
enhanced its drilling standards and sponsored several
feel-good TV commercials, it failed to regain the trust it
** Forbes Online (2012)
International Organizations Governments
• International organizations
– Undertake further research and produce a CSR guidebook.
– Provide a resource for advice and training for government.
(e.g. Health and safety, labor issue, environment
– Establish a CSR Training institute – improve CSR
knowledge and skills.
– Encourage accountability and reporting.
– Award schemes and the media to highlight companies
who leads on social and environmental issues.
– Ensure laws are obeyed by implementing regulations
and, encourage negotiated and voluntary agreements.
• Business Associations
– Be transparency/ Global Reporting Initiative.
– To create a common framework for voluntary reporting of
the economic, environmental and social impact of
– To appear more trustworthy and push up the standards
of other organizations at the same time.
• Corporate social responsibility (CSR) can be looked at as
what a company doesn't do. As long as a business does not
anything unethical, it is being responsible to its internal and
• It is an unethical for a socially responsible company, for
– to mistreat the environment (emitting excessive pollution),
– does not engage in foggy financial practices (misrepresent its financial
– does not misrepresent its products and,
– does not disrespect its employees and customers.
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