CORPORATE SOCIAL RESPONSIBILITY
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15-10-2010, 09:07 AM


Prepared by:
MISS HASHIMA KAKKAR
RAHUL MANKOTIA
RUPINDER WALIA


.doc   social responsibility of business final copy.doc (Size: 82 KB / Downloads: 115)


ABSTRACT

The literature on strategic integration of corporate social responsibility (CSR) in business models is still underdeveloped. We therefore borrow from the theory on strategic management to organize this contribution according to the process of strategic management. After a review of the few strategic CSR approaches, an explorative case study methodology is adopted to study the management of a CSR proxy, viz. This study provides insight into what actions a company takes at every stage of CSR management, into the strategic logic of these actions, and into the different challenges the company faces. This article includes what is Corporate Social Responsibility, Why should business be socially responsible, why has CSR become important, potential benefits of implementing a CSR approach, Real firms are reporting real benefits from CSR, Implementing corporate social responsibility, Organizing for CSR, The moral purpose of business

INTRODUCTION

There is growing recognition of the significant effect the activities of the private sector have—on employees, customers, communities, the environment, competitors, business partners, investors, shareholders, governments and others. It is also becoming increasingly clear that firms can contribute to their own wealth and to overall societal wealth by considering the effect they have on the world at large when making decisions. Business opinion polls and corporate behaviour both show increased levels of understanding of the link between responsible business and good business. Also, investors and financial markets are beginning to see that CSR activities that integrate broader societal concerns into business strategy and performance are evidence of good management. In addition to building trust with the community and giving firms an edge in attracting good customers and employees, acting responsibly towards workers and others in society can help build value for firms and their shareholders. It must be recognized up front that CSR still creates a degree of confusion and controversy.
Is the promotion and implementation of socially and environmentally preferable corporate conduct a function of business or government? Is the implementation of CSR practices a cost or a value-enhancer? Is it just public relations? In part, the problem stems from definitional issues, and a perception in some quarters that CSR is more about philanthropy, rather than “doing business” and responding to shareholder interests. The central thesis of this guide is that CSR is an integral part of the new business model. Properly understood, CSR should be seen as the way that firms—working with those most affected by their decisions (often called “stakeholders”)—can develop innovative and economically viable products, processes and services within core business processes, resulting in improved environmental protection and social conditions.

This approach manifests itself in many forms, including high profile statements made by many corporate CEOs. Launching General Electric’s “Ecomagination” vision of “a cleaner, healthier world,” Chief Executive Jeffrey Immelt underlined the company’s commitment to find the “big answers for the big questions”—climate change, health, water—and to develop solutions, working in partnership with governments and civil society;3 in other words, aligning core business strategy with the changing social and environmental context.


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#2
15-10-2010, 04:10 PM

Presented by:
Ms. HASHIMA KAKKAR
RUPINDER WALIA
RAHUL MANKOTIA


.ppt   CORPORATE SOCIAL RESPONSIBILITY.ppt (Size: 155.5 KB / Downloads: 84)


Abstract

The literature on strategic integration of corporate social responsibility (CSR) in business models is still underdeveloped.
After a review of the few strategic CSR approaches, an explorative case study methodology is adopted to study the management of a CSR proxy,
This study provides insight into what actions a company takes at every stage of CSR management, into the strategic logic of these actions, and into the different challenges the company faces
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27-08-2013, 04:08 PM

Corporate Social Responsibility



.docx   Corporate Social .docx (Size: 13.25 KB / Downloads: 12)

INTRODUCTION

CSR should be seen as a tool to help secure a sustainable competitive advantage by integrating social and business goals. Competitive advantage can be built through the pursuit of competitive strategies such as corporate social responsibility, customers strategies such as customer relationship management, excellent/quality service delivery, cost leadership, distribution, differentiation and a host of others.
CSR is a strategic systems approach that examines and influences the behavior of a company while preserving its competitive advantage. The organization (Airtel) is using this strategy because it acknowledges and accepts its responsibility towards its stakeholders to sustain long term mutual value.
Bharti Airtel founded the Bharti Foundation in 2000, with the vision: “To help underprivileged children and young people of our country realise their potential.” Through the foundation, several initiatives were started such as the Bharti Computer Centers, which have provided computer learning to more than 130,000 children in five states; the Bharti Library Programme, aimed to encourage reading habits of children; and the Mid-day Meal Programme, in which Bharti Foundation has supported Akshaya Para in providing meals to 43,000 children per day in 292 government schools.
According to the company, “Corporate Social Responsibility is a way of life at Bharti.” Airtel has been looking after the needs and interest of its stakeholders, including employees, consumers, and communities, along with the environment. Its mission recognizes stakeholders: “Airtel is strongly committed to being a responsible corporate citizen. Providing a platform to leverage the potential of the citizens of tomorrow and concern for the environment are our top priorities.”
With primary CSR focus on education and environment, Bharti Airtel has committed Rs 200 crore to support CSR initiatives over the 2006-08 period. Bharti Airtel founded the Bharti Foundation to provide facilities like computer education, library, mid-day meals etc. to help underprivileged children. Airtel launched the CII-Bharti Woman Exemplar Award in 2005 to promote women’s empowerment at the grassroots. The company has won several awards including India’s Most Customer Responsive Telecom Company Award and the Golden Peacock Award for Corporate Social Responsibility.
Anxture:

CSR Programs:

Community:


• Customer: Airtel has been implementing consumer-focused programs, such as the Consumer Privacy Policy, which retrains the sending of promotional messages and the Consumer Contact Program, where employees, including senior managers, contact five customers every month to obtain feedbacks.
• Employees: It has launched the ‘Empower Program,’ an initiative to help employees and their families deal with stress.
• Human Rights: Airtel launched the CII-Bharti Woman Exemplar Award in 2005 to promote women’s empowerment at the grassroots. It seeks to recognize women who have excelled in the fields of primary education and literacy, health, micro-finance and enterprise. This is a joint initiative by the Bharti Foundation and the Confederation of Indian Industry (CII).

Environment:

• 5,000 sites are using a green-shelter system that provides cooling for four hours in the Base Transceiver Station. This system saves cost and reduces pollution. Airtel also shares 25% of its mobile cell sites, which contribute to decrease environmental disturbance. Internally, the company has implemented a wastage reducing campaign to decrease paper consumption.

Education:

• Bharti Airtel founded the Bharti Foundation in 2000, with the vision: “To help underprivileged children and young people of our country realize their potential.” Through the foundation, several initiatives were started such as the Bharti Computer Centers, which have provided computer learning to more than 130,000 children in five states; the Bharti Library Program, aimed to encourage reading habits of children; and the Mid-day Meal Program, in which Bharti Foundation has supported Akshaya Para in providing meals to 43,000 children per day in 292 government schools. For the coming years, the foundation has plans to start a large number of primary schools in rural areas across the country. It will also provide teacher’s training facilities.

Health:

• HIV: Red Ribbon Caravan: The company supported the Rajasthan State AIDS Control Society in a campaign to create awareness about HIV/AIDS. A caravan of five vans traveled in 32 districts of Rajasthan.
• Donations: Airtel donated item such as woolens to Kalakar School; medicines, stationery, and clothes to the Missionaries of Charity Home for Destitute; and water bottles to Kashmir’s earthquake-affected area in October 2005.
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