CORPORATE SOCIAL RESPONSIBILITY

NMIMSNMIMS-04 APRIL 2010

PART I
WHAT IS CSR? WHY IS IT REQUIRED

IMPACT OF GLOBALIZATION
INTEGRATION OF FINANCIAL MARKETS CHANGES IN GOVERNANCE STRUCTURES IT REVOLUTION MULTI COUNTRY PRODUCTION OF GOODS EFFECT ON SMES MIGRATION OF WORK FORCE INJUDICIOUS USE OF RESOURCES CLOUT DISPLAYED BY FINANCIAL INSTITUTIONS IRRESPONSIBLE BEHAVIOUR BY MNCS

ROLE OF BUSINESS IN SUSTAINABLE DEVELOPMENT COLLABORATION WITH SOCIETY AND GOVT TO CREATE A QUALITATIVELY BETTER WORLD TO LIVE IN BUSINESS IS DEPENDENT ON SOCIETY FOR GROWTH AND PROSPERITY STAKEHOLDER CONCEPT SYSTEMS APPROACH OWNERSHIP CONCEPT .

DISCRETIONARY AND DEMANDING EXPECTANTEXPECTANT-DOMINANT.STAKEHOLDER TYPES LATENTLATENT-DORMANT. DEFINITIVE NONNON-STAKEHOLDERS .DANGEROUS DEPENDENT.

CHALLENGES IN STAKEHOLDER ENGAGEMENT ASSESSING KEY STAKEHOLDERS AND THEIR CONCERNS EFFECTIVE MANAGEMENT PROGRAMMES.MEASUREMENT AND COMMUNICATION OF PERFORMANCE RESPONSE TO STAKEHOLDER VIEWS COMMUNICATION OF VALUES CONSISTENT AND ACCURATE INFORMATION COMMITMENT AND ACCOUNTABILITY .

MILLENNIUM DEVELOPMENT GOALS ERADICATE EXTREME POVERTY AND HUNGER ACHIEVE UNIVERSAL PRIMARY EDUCATION PROMOTE GENDER EQUALITY AND EMPOWER WOMEN REDUCE CHILD MORTALITY IMPROVE MATERNAL HEALTH COMBAT HIV/AIDS.MALARIA AND OTHER DISEASES ENSURE ENVIRONMENTAL SUSTAINABILITY GLOBAL PARTNERSHIP FOR DEVELOPMENT .

THE TRIPLE BOTTOM LINE SOCIAL ECONOMIC ENVIRONMENTAL .

WHAT IS CSR? CORPORATE SOCIAL RESPONSIBILITY ENCOMPASSES THE ECONOMIC. LEGALETHICAL AND PHILANTHROPIC EXPECTATIONS PLACED ON ORGANIZATIONS BY SOCIETY AT A GIVEN POINT OF TIME CORPORATE SOCIAL RESPONSIVENESS REFERS TO THE CAPACITY OF A CORPORATION TO RESPOND TO SOCIAL PRESSURES .

WORLD BUSINESS COUNCIL FOR SUSTAINED DEVELOPMENT . WHILE IMPROVING THE QUALITY OF LIFE OF THE WORKFORCE AND THEIR FAMILIES AS WELL AS OF THE LOCAL COMMUNITY AND SOCIETY AT LARGE.WHAT IS CSR CSR IS THE CONTINUING COMMITMENT BY BUSINESS TO BEHAVE ETHICALLY AND CONTRIBUTE TO ECONOMIC DEVELOPMENT.

SOME FACTS WHILE 94% OF THE COMPANIES BELIEVE THAT DEVELOPMENT OF CSR STRATEGIES CAN DELIVER REAL BUSINESS BENEFITS ONLY 11% MADE ANY SIGNIFICANT PROGRESS IN IMPLEMENTING STRATEGY IN THE ORGANIZATION CEOS ARE FAILING TO RECOGNIZE THE BENEFITS OF IMPLEMENTING CSR STRATEGIES DESPITE INCREASING PRESSURES TO DO SO CSR PROGRAMMES INFLUENCE 70% OF ALL CUSTOMER PURCHASING DECISIONS .

EMERGING TRENDS DRIVERS ARE PHILANTHROPY.THE ETHICAL COINDIAMODEL. THE STATIST MODEL. IMAGE BUILDING.THE LIBERAL MODEL AND THE STAKEHOLDER MODEL BRAND QUALITY MORE IMPORTANT THAN CSR BANKING TOPS IN THE LIST OF CSR ACTIVITIES WHILE CONSTRUCTION IS AT THE BOTTOM INCLUSIVE GROWTH . EMPLOYEE MORALE AND ETHICS(IN THAT ORDER) CSR AN EXTENSION OF PHILANTHROPY FOUR MODELS CO-EXIST IN INDIA.

THEORIES OF CSR FRIEDMAN CONTRACT THEORY SOCIAL JUSTICE THEORY RIGHTS THEORY DEONTOLOGICAL THEORY STAKEHOLDER THEORY TRUSTEESHIP THEORY .

CASE FOR CSR ‡GOVERMENTAL FAILURE/DECREASE IN GOVERNMENTAL INFLUENCE ‡INCREASING POWER AND INFLUENCE OF CORPORATIONS ‡NEED FOR CORPORATE ACCOUNTABILITY ‡NEED FOR TRANSPARENCY ‡CORPORATE CITIZENSHIP .

THE STAKEHOLDER CONCEPT ‡LEGALLY BINDING CONTRACTS ‡RIGHTS AND CLAIMS TO CORPORATIONS ‡PROTECTION OF EMPLOYEE RIGHTS ‡SPECULATIVE INTERESTS OF SHAREHOLDERS ‡STAKEHOLDER¶ S ABILITY TO INFLUENCE CORPORATE DECISIONS ‡CORPORATE GOVERNANCE .

CARROLLS 4 PART MODEL philanthropic Desired by society Expected by society ethical Required by society legal economic Required by society .

THE MORE WE ARE SUCCESSFUL IN THE DISCOVERY.NOVARTIS CORPORATE CITIZENSHIP AT NOVARTIS BEGINS WITH THE SUCCESS OF OUR CORE BUSINESS.THE GREATER THE BENEFITS WE CAN OFFER TO ASSOCIATES AND SHAREHOLDERS. PATIENTS. . HEALTH CARE PROFESSIONALS AND OTHER KEY STAKEHOLDERS. MANUFACTURING AND MARKETING OF NEW MEDICINES.DEVELOPING.

ARGUMENTS FOR AND AGAINST CSR FOR  CREATING SHAREHOLDER VALUE  REPUTATION  STRATEGICBRANDING  OP EFFICIENCY  PRODUCTIVITY AND QUALITY  ACCESS TO NEW MARKETS  HUMAN AND INTELLECTUAL CAPITAL .

CONTD--CONTD--AGAINST  MONEY RIGHTFULLY BELONGS TO SHAREHOLDERS  POLITICIANS MUST DEAL WITH SOCIAL ISSUES  INVESTMENT ON CORE BUSINESS  MORE A PUBLICITY STUNT  POWER AND RESPONSIBILITY DO NOT NECESSARILY GO HAND IN HAND .

THIS IS HALLMARK WE BELIEVE THAT OUR PRODUCTS AND SERVICES MUST ENRICH PEOPLES LIVES AND ENHANCE THEIR RELATIONSHIPS THAT CREATIVITY AND QUALITY IS ESSENTIAL TO SUCCESS THAT THE PEOPLE OF HALLMARK ARE OUR COMPANY¶S MOST VALUABLE RESOURCE THAT DISTINGUISHED FINANCIAL PERFROMANCE IS A MUST THAT OUR PRIVATE OWNERSHIP SHOULD BE PRESERVED .

THE VALUES THAT GUIDE US ARE--ARE--EXCELLENCE IN ALL WE DO ETHICAL AND MORAL CONDUCT AT ALL TIMES INNOVATION IN ALL AREAS OF BUSINESS AS A MEANS OF ATTAINING AND SUSTAINING LEADERSHIP CSR TO EACH COMMUNITY IN WHICH WE OPERATE .

PART II DEVELOPING A CSR STRATEGY .

CSR ASSESSMENT ORGANIZATION¶S VALUES AND ETHICS EXTERNAL AND INTERNAL DRIVERS KEY CSR ISSUES THAT COULD AFFECT THE ORGANIZATION KEY STAKEHOLDERS CURRENT CORPORATE DECISION MAKING STRUCTURE HUMAN RESOURCES AND BUDGETARY IMPLICATIONS EXISTING CSR INITIATIVES .

ASSESS BY--BY--ASSEMBLING A CSR TEAM DEVELOP A WORKING DEFINITION OF CSR REVIEW CORPORATE DOCUMENTS. PROCESSES AND ACTIVITIES IDENTIFY AND ENGAGE KEY STAKEHOLDERS .

DEVELOP STRATEGY BY--BY--BUILD SUPPORT WITH SENIOR MANAGEMENT AND EMPLOYEES RESEARCH WHAT BUSINESS IS DOING PREPARE A MATRIX OF PROPOSED CSR ACTIONS DEVELOP ACTIONS AND THE BUSINESS CASE FOR THEM DECIDE ON DIRECTION.APPROACH AND FOCUS AREAS. .

POSSIBLE BUSINESS CASE LEVERAGING CSR COMPETITIVE ADVANTAGE STAKEHOLDER INFLUENCE SHORT AND LONG TERM GOALS COSTS VS BENEFITS CHANGES ORG MAY BE REQD TO MAKE RISKS/THREATS .

IMPLEMENTING CSR STRATEGY DEVELOP AN INTEGRATED CSR DECISION MAKING STRUCTURE PREPAREAND IMPLEMENT CSR BUSINESS PLAN SET MEASURABLE TARGETS AND IDENTIFY PERFORMANCE MEASURES ENGAGE THOSE TO WHOM CSR COMMITMENTS APPLY DESIGN AND CONDUCT CSR TRAINING ESTABLISH MECHANISMS FOR ADDRESSING PROBLEMATIC BEHAVIOUR CREATE INTERNAL AND EXTERNAL COMMUNICATION PLAN .

AREAS OF CSR IMPLEMENTATION LABOUR/HUMAN RTS HR ENVIRONMENT CG ECO DEVP ETHICS ACCOUNTABILITY CSR .

CSR AT WORKPLACE REMUNERATION ETHICAL HR PRACTICES HEALTH/SAFETY WORK LIFE BALANCE AGE OF EMPLOYEES DOWNSIZING DIVERSITY IN WORK CULTURE PRIVACYCONCERNS FOR FREEDOM CONSISTENCY ACROSS DIFFERENT WORK ENVIRONMENTS TELECOMMUTING/WORKING FROM HOME WOMEN AT THE WORKPLACE .

CSR AND THE ENVIRONMENT AIR PLOOUTION WATER POLLUTION SOIL POLLUTION DEGRADATION OF THE ENVIRONMENT DESTRUCTION OF LIVELIHOOD INDUSTRIAL ACCIDENTS/WASTE DISPOSAL E WASTE .

CSR INTERVENTIONS EMPLOYEE VOLUNTEERING INFRASTRUCTURAL SUPPORT FINANCIAL SUPPORT PRODUCT/SERVICE SUPPORT .

IMPORTANCE OF NGO PARTNERSHIPS INVOLVE GOVT AND NGOS CHOOSE NGOS DISPLAYING COMPETENCE AND GOOD RESULTS OVER TIME CAPABILITY TO ADVANCE PROJECTS ON A LARGE SCALE REPUTATION/RELIABILITY PROFESSIONALLY MANAGED PREDOMINANT POSITION IN SECTOR INDEPENDENCE FROM COMPANY AND AUTHORITIES .

PART III CSR MONITORING. MEASUREMENT AND REPORTING .

MONITORING AND MEASUREMENT MONITORING THROUGH NGOS EMPLOYEE LOYALTY CSR COMMITTEE PERFORMANCE PERFORMANCE INDICATORS GLOBAL REPORTING INITIATIVES KPIS ACCOUNTABILITY 1000 SERIES TBL .

MITIGATION OF RISKS ENVIRONMENT MGT .REPORTING CORPORATE SUSTAINABILITY REPORT INTERNAL AND EXTERNAL STAKEHOLDERS INFORMATION ABOUT CHALLENGES AND ACHIEVEMENTS COMMITMENT TO ENVIRONMENTAL AND SOCIAL RESPONSIBILITY PERFORMANCEPERFORMANCE-CODE OF CONDUCT. CG.

MEASUREMENT AND MONITORING TOOLS EMPLOYEE AND CUSTOMER SURVEYS PUBLIC ATTITUDE AND TRUST SVYS EMPLOYEE SAFETY WASTE MGT POSITIVE AND NEGATIVE MEDIA COVERAGE PEER AND EXPERT EVALUATION IMAGE AMONG FINANCIAL ANALYSTS AND REGULATORS PERCEPTION AMONGST STAKEHOLDERS .

CSR PROGRAMMES EDUCATION HEALTH LIVELIHOOD CREATION SKILL DEVELOPMENT EMPOWERMENT OF WEAKER SECTIONS ENVIRONMENT .

COMPANIES TAKING CSR INITIATIVES TATA GROUP INFOSYS BHARTI ENTERPRISES HCL ITC WELCOME GROUP ONGC SAIL ORCHID CHEMICALS AND PHARMA NDTV AIRCEL .

ENVIRONMENT ISSUES E WASTE MANAGEMENT . PROMOTING ENTREPRENEURSHIP RELIANCERELIANCE. KPMG.UPLIFTMENT OF TRIBALS IN SASAN INDIAN PAINT INDUSTRY MAKING PAINTS MORE ENVIRONMENT FRIENDLY FINANCIAL SERVICES-NEASING OF CARBON FOOTPRINTSSERVICESFOOTPRINTSRENEWABLE ENERGY ETC.HSBC.SOME INITIATIVES IBMIBM. MAX NEWYORK LIFE.PROJECT DRISHTI NDTVNDTV-GREENATHON AIRCELAIRCEL-SAVE THE TIGER COPENHAGENCOPENHAGEN. SCB ETCE CHAUPAL ADOBE.

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