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Introduction

According to Carroll (1991), CSR or Corporate Social Responsibility is a practical and


sustainable plight or proposal by an organization or big corporate companies to work
ethically and back society and employees in societal and economic growth with
delivering better standard and model of life for their employees and their near one
together with community and public near them altogether. Generally many companies
activities cause a many of harmful effects on the surroundings. In order to compensate
that many corporate companies have come up with initiative to support an idea of
balancing the revenue with an initiative of moral movement by supporting the social
cause. In other words CSR is a chosen set of activities by a company to work in a
social financial, public and genuinely viable way.
According to, Bartlett (2010) business ethics are considering the matter or issues that
result from the atmosphere around the firm or business and how company employees
and management will deal with it ethically. Such subjects are looked at, like
responsibility of beneficiary, social responsibility by company, management and
shareholder affairs, illegal practices, corruption and any bias in business ethics.

About Company

Amouage has been reflecting the alchemistic heritage and the wonderful traditions of
luxury perfume creation since it was founded in Oman in 1983. Sabco Group,was
established in 1977 during the early years of the Renaissance. Over the years, Sabco
LLC has developed all new projects undertaken by the Group. Many of the companies
now operating successfully in the Group. Devoted to creating finely blended perfumes,
Amouage uses only the highest quality and rarest ingredients sourced from around the
world, bringing true artistry to the perfumes. The long lasting and innovative fragrances
sing and tell a different story with creative integrity, and in recent years, Amouage has
extended its product offer to include Bath, Home and Leather Goods, all of which reflect
innovation, attention to detail and luxury.
Adopting an inventive approach, Amouage fragrances are developed according to
Creative Director, Christopher Chongs inspirational brief, and created by world-
recognised perfumers in Paris, Grasse, Geneva and New York.

Sold in over 65 countries in the worlds most premier department stores and with 18
stand-alone retail shops in key, opinion forming cities in Italy, United Kingdom, Malaysia,
Oman, Dubai, Kuwait, Qatar, Saudi Arabia and Bahrain, Amouage has become a truly
international luxury brand.

Theories of four part Model of CSR:-


CSR is a four part model of devised by Carroll : legal responsibility, ethical responsibility
, philanthropic responsibility and economic responsibility. A true CSR means satisfaction
of all four parts consecutively and it delivers the followings offer.
CSR encompasses the economic, legal, ethical and philanthropic expectations placed
on organizations by society at a given point of time.'(Mill , 2011)

Economic responsibility
Shareholders demand a reasonable return.
Employees want safe and fairly paid jobs.
Customers demand quality at a fair price.
Legal responsibility
The law is a base line for operating within society.
It is an accepted rule book for company operations.
Ethical responsibility
This relates to doing what is right, just and fair.
Actions taken in this area provide a reafcompanyation of social legitimacy.
This is naturally beyond the previous two levels.
Philanthropic responsibility
Relates to discretionary behavior to improve the lives of others.
Charitable donations and recreational facilities.
Sponsoring the arts and sports events.

Velasques, (2010)
Evaluation of the application of this model to the organization:-
The company is operating in domestic and international market both, therefore it is
important for it to fulfill its responsibility towards all stakeholders (shareholder and
owners, government and towards the society).It is dealing in export of services as well
as manufacture of products for these services.

The model has four levels:

Economic Responsibilities The economic responsibilities are the foundations on which


all other rests. All the organisations are operating to generate profit or in other words try
to be profitable. The organisations are required to find the ways for generating the profit
which can be morally, ethically and legally allowed and accepted.
Legal Responsibilities Law is society's codification of right and wrong. All the firms are
required to play by the rules of the game and obey what is stated in law of the host
country and follow all relevant rules and regulations set.

Ethical Responsibilities Firms are obliged to do what is assumed right and just. They
should act ethically towards the concerning issue surrounding the area of operation and
try to avoid harm to the community and general public.

Philanthropic Responsibilities All the firms should contribute resources to the community
and improve the quality of the life of the people connecting to them and act as a good
corporate citizen. All the companies operating around the world are trying to maximise
their profits, these companies are there to generate profit but generating profits one
should be well aware that there are some responsibilities which should be fulfilled, for
the companies it is important to operate in a manner consistent with maximising
earnings per share.

A more common approach to CSR is corporate goodwill. This includes monetary


donations and aid given to nonprofit organizations and communities. Donations are
made in areas such as the arts, education, housing, health, social welfare and the
environment, among others, but excluding political contributions and commercial event
sponsorship.

Corporate Social responsibility of Amouage


The SABCO group management had mentioned in 2009 about the corporate social
responsibility of the company will be to work in retort to the necessities of society and
improving lifestyle of individuals around it. He also pledges appreciation and credit to
companys clients and customers. The company will keep influencing for constant
development and also understand the resulting effects on environment and more
participation in CSR.
As per the CSR strategy of Amouage, company working on sensible and steady
development of society and surroundings by the all possible activities of Toyota firm
everywhere. They also pledge to fulfill with local and global standards for business
activities with morality and reliability. With the help of proper interaction with stake
holder company is intended to maintain strong relationship.
Same time Amouage pays attention to participation of management with sponsors and
customers in order to be a part of steady growth. Amouage believes it is significant step
to build and maintain firm relationships with its stakeholders by perfect and authentic
interaction. Company focuses on its stakeholders in order to back the initiative and
work in conjunction with it. (Mahfoudh et al. (2011)

Business Ethics

To know the moral behavior it is needed to assess theories on ethical and moral factors
relating to stakeholder which define the right or wrong opinion for a specific condition.
Here a various business ethics theories are considered, like the utilitarian, rights &
justice, Egoism and Ethics of duties.

Both Egoism and utilitarianism define true and false created on result of an idea. As per
to Beauchamp and Bowie (2011) theory of egoism is An action is morally right if the
decision maker freely make a decision in order to follow either their short-term
requirements or long-term interests. Likewise Holmstrom (2009) mentioned that an
action is morally true if outcome is in the highest profit for a number of people affected
by the this act.

Parker (2013)mentioned that Rights and Duties theories are key factor in knowing true
or false in business. These theories help several decision makers of specific
attachment. Morals and ideas about true and false were not based on a specific
condition as well as on efforts of other act.

If virtue and ethical theories are considered, principles deals with the social customs
defining moral and immoral. Ethical theory and moral philosophies give strategies for
account of correct or incorrect deeds when solving people conflict. Not all moral ideas
are acknowledged by all.

Collin (2012) states, Responsibility is to conduct the business in harmony with their
[shareholders] needs, which generally will be to make as much money as possible
while compliant to the basic rules of the society, both those embodied in rule and those
personified in ethical practices. He also mentions that if society has set several ethical
and moral types with corporate law, then the duties of business to non-shareholders will
be met with legitimate business practices.

Business ethics is focusing on how moral standards apply to business organizations


and behavior. As such, it cannot be understood separately from the general ideas of
ethics, and the general ethical theories apply to business ethics as well. The role of
ethics in management is also dependent on the level of responsibility the company is
willing to take. Ethical Management is an specific kind of management that is related
not only with the technical, financial and legal viewpoints of a business, but which
distinguishes and manages the values that operate at the core of any company. These
values concern everyone in the organization and all of the share holders William
(2007)).

Cultural Diversity
A culturally diverse workforce may include individuals with different religious beliefs.
There may be times when employees' religious beliefs clash with the organization's
diversity policies. An atmosphere of inclusion where women have the same
opportunities for promotion as men can generate several ethical challenges. In some
countries, women are legally subordinate to men. Male and female workers from these
countries may find it difficult to adjust to a diverse, inclusive work environment where
men report to women, and women occupy top executive positions. (Velasques, (2010))

Employee Discrimination
Discrimination based on a person's ethnicity, race or culture may manifest itself in a
number of ways in the workplace. For example, when the policies for a business
discriminate against persons of certain ethnicities or races, or when an individual
receives unequal treatment due to his ethnicity. Federal and state laws prohibit
discrimination in the workplace.

Ethical Implications of Sexual Harassment

Sexual harassment constitutes acts such unwelcome sexual advances which affects an
individual's employment. Sexual harassment constitutes a form of workplace
discrimination . Victims of sexual harassment may bring a complaint against a
perpetrator based on discrimination. An employer has the responsibility of preventing
workplace sexual harassment and taking action before it happens. Employers
accomplish this by establishing sexual harassment and reporting policies. If an
employer fulfills this obligation, he may not be liable if harassment occurs. However,
some states such as California require an employer to take responsibility of harassment
acts by his managers.

Equal Opportunity and Affirmative Action

Some companies have reneged on promises they made regarding pension programs.
HR has an ethical responsibility to make sure that any benefits offered to employees
actually pay as intended. This means monitoring company-managed benefits as well as
insurance companies to make sure there are no financial problems that would
shortchange employees.

It is the company's policy to provide equal opportunities irrespective of race, colour,


nationality, ethnic or national origin, sex, mental or physical disabilities, age, marital or
civil partnership status, actual or perceived sexual orientation, gender re-assignment,
religion or belief. All employees must behave in a responsible manner. Under no
circumstances will discrimination, harassment, bullying or behaviour which is likely to
cause offence be tolerated by the company. Any breach must be reported to your
manager.
Working Conditions

HR must work to maintain safety standards and clean working conditions for employees
based on Occupational Safety and Health Administration requirements. Employees also
have the right to expect a workplace free of sexually suggestive signs or comments, and
disabled employees must have access to the building. HR must make sure lighting and
air quality are adequate.

Sustainable Development
The company is committed to equality of opportunity for all job applicants. The company
will therefore consider for employment ex-offenders with spent criminal convictions on
their individual merits.
companies incorporate both financial and sustainability elements in justifying their CSR.
European companies have a leading role in the CSR movement as a sustainable devel-
opment opportunity (Rosenberg, 2006).One source of ongoing CSR commitment is
reflected in the number of articles focused on the need for corporations to take an active
role in poverty reduction efforts.
Conclusion

This review has explained corporate governance from various theoretical and practical
viewpoints. Hence, it can be argued that corporate governance is more of a social
relationships rather than process orientated structure. In addition, ethical theories
focused on the view that the shareholders aimed to get a return on their investments.
Crane K. I (2007)

The Corporate Social Responsibility (CSR) refers to operating a business during a


manner that accounts for the social and environmental impact created by the business.
CSR means that a commitment to developing policies that integrate accountable
practices into daily business operations and to reporting on progress created toward
implementing these practices. Business ethics theories comprise of ethical values or
codes a company puts into practice to make sure that all employees act with acceptable
behavior.

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