SUMMARY:

1. The views on social responsibility are the classical, managerial, and public. The
classical view believes that the social responsibility of business is profit
maximization through economic efficiency. The managerial view stresses the
balance of interests among employees, customers, suppliers and the local
community. The public view is concerned with harmony between operation and
public interest.
2. From the ancient times up to the medieval period, the immoral practices of
businessmen were despised because they did not use their wealth for public service.
Thomas Aquinas defended the presence of business as long as this was helpful in
promoting the interest of the community.
3. Under the mercantilism and the industrial revolution, the capitalists became strong
and exploited their workers. Such situations produced social reformers like Owen
and Marx.
4. The historical phases of social responsibility are profit maximizing management,
trusteeship management, and quality of life management.
5. The arguments for social responsibility are long-run self-interest, public image,
viability of business, business resources, and social problems for profit. On the
other hand, the arguments against social responsibility are profit maximization,
lack of social skills, higher product cost, and lack of social accountability.
6. Excess wealth should be shared with the less fortunate. This is a Christian view. In
the same manner, corporations with vast resources should perform their social
responsibility.
7. The basic rights of consumers are the right to safety, the right to be informed, the
right to choose, the right to be heard.
8. Social responsibility encompasses education, employment, civil right, pollution
control, conservation and recreation, culture and arts.
 SOCIAL RESPONSIBILITY

OBJECTIVES:

 To understand the definition of social responsibility as well as its views/ perspective

 To see the historical background and phases of social responsibility
 To explain how the business became popular and powerful
 To discuss the arguments for and against social responsibility
 To explain the topics on profit maximization and social responsibility as well as the
social responsibility of the business to the consumers and to the community

INTRODUCTION

In your daily life, you perform a number of activities. For example, brushing your
teeth, listening to your parents, showing respect to elders obeying traffic rules on road etc.
Why do you perform all these activities? It is because you live in a family as well as in a
community. This is true in case of business also. As we know, every business operates
within a society. It uses the resources of the society and depends on the society for its
functioning. This creates an obligation on the part of business to look after the welfare of
society.

Social responsibility of business refers to all such duties and obligations of business
directed towards the welfare of society. Let us take an example. A drug-manufacturing firm
undertakes extensive research and thus, produces drugs which are qualitatively superior. It
also provides scholarships or fellowships to the family members of its employees for
studying abroad. We find, in both the cases, the drug-manufacturing firm is carrying out
its social responsibility. In case of the former, it is a part of its routine business function
while in the latter case it is a welfare function.

A good business is also a good citizen. As well as making a profit by supplying

products or services that people want to buy, it can be a positive influence on the rest of
society, including - in the case of multinationals - local communities spread across the
globe. An enlightened business recognizes that it is in its own interests to be socially
responsible, since an enhanced public image is more likely to be attractive to investors,
employees, customers, consumers, suppliers and host governments.

WHAT IS SOCIAL RESPONSIBILITY?

Social responsibility is an ethical framework and suggests that an entity, be it an

organization or individual, has an obligation to act for the benefit of society at large. Social
responsibility is a duty every individual has to perform so as to maintain a balance between
the economy and the ecosystems. A trade-off may exist between economic development,
in the material sense, and the welfare of the society and environment, though this has been
challenged by many reports over the past decade. Social responsibility means sustaining
the equilibrium between the two. It pertains not only to business organizations but also to
everyone whose any action impacts the environment. This responsibility can be passive,
by avoiding engaging in socially harmful acts, or active, by performing activities that
directly advance social goals. Social responsibility must be intergenerational since the
actions of one generation have consequences on those following.

Businesses can use ethical decision making to secure their businesses by making
decisions that allow for government agencies to minimize their involvement with the
corporation. For instance if a company follows the United States Environmental Protection
Agency (EPA) guidelines for emissions on dangerous pollutants and even goes an extra
step to get involved in the community and address those concerns that the public might
have; they would be less likely to have the EPA investigate them for environmental
concerns. "A significant element of current thinking about privacy, however, stresses "self-
regulation" rather than market or government mechanisms for protecting personal
information". According to some experts, most rules and regulations are formed due to
public outcry, which threatens profit maximization and therefore the well-being of the
shareholder, and that if there is not an outcry there often will be limited regulation.

PERSPECTIVE ON SOCIAL RESPONSIBILITY

People’s attitudes, values, and management culture differ. Consequently, each has
a social responsibility in society since every individual, body, or institution makes up a
society. Businesses have different viewpoints on social responsibility as well and they are
as follows:

 Classical View – The primary responsibility of of business is profit maximization.

The obligation of management is to satisfy the stockholders for their investments.
Supported by Milton Friedman, one of the most effective advocates of economic
freedom and enterprise.
 Managerial View – Doers do not emphasize profit maximization and interests of the
stockholders. Its purpose is to balance the interests of the employees, customers,
suppliers, and the local plant community is the role of the managers of big business.
 Public View – It includes the needs and interest of the whole society and contrast
with the classical and managerial views. Establishes harmony with both businesses
operations and public interests.
  Christin View – Excess wealth should be given to the less fortunate. Wealthy
individuals have a responsibility to share their blessings to the poor. A successful
corporation should perform its social responsibility more by returning a fair portion
of its profits to the people in form of social services.

HISTORICAL BACKGROUND

In a modern context, the history of social responsibility can be traced to a now

infamous article by Milton Friedman published in 1970. In the New York Times, this
Nobel-Prize-winning economist wrote that social responsibility is a "fundamentally
subversive doctrine in a free society.” He believed that the only responsibility that a
corporation has is to the shareholder.

A counterpoint to Friedman’s perspective comes from John Elkington in Cannibals with

Forks in 1999. Elkington introduced the concept of the “triple bottom line,” making the
case that concern for society and the environment can coexist with an ambition for profits.
W. Edwards Deming also contributed to the progress of social responsibility. At least two
of his famous 14 Points on Quality Management speak directly to social responsibility
theory:

 End the practice of awarding business on price alone

 Drive out fear

Since these early debates and transformative moments, social responsibility has gained
traction and credibility. Trends have moved from corporate social responsibility (CSR)
programs, to sustainable development, to sustainability, to social responsibility (SR).

As a demonstration of activity and participation in social responsibility initiatives, there

are 1.7 million feet certifying per day around the world through the United States Green
Building Council’s LEEDS program. Additionally, more than 6,800 companies and
organizations participate in sustainability reporting through the Global Reporting Initiative.

THE CONNECTION BETWEEN SOCIAL RESPONSIBILITY AND QUALITY

It is important for quality professionals to understand the history of social

responsibility; there are many similarities to the quality movement.

In the early days of quality there were debates about quality costs and everyone’s
responsibility to quality as opposed to end-of-the-line inspection. The social responsibility
movement started with debates about a corporation having any responsibility to society. It
is now recognized that people, planet, and profit are mutually inclusive. Just as quality
leads to profit, responsibility leads to sustainable profit.
 Quality ideals such as those promoted by W. Edwards Deming in his 14 Points and
Genichi Taguchi with the quality loss function apply to social responsibility. Sustainability
is an ideal state, as is quality an ideal state. The aims and ideals of social responsibility, as
a path to sustainability, make SR a natural and progressive extension of the quality
practitioner’s professional competency.

HOW DO BUSINESS BECAME POPULAR AND POWERFUL

Business ruled during the years after the Civil War. Just before the Civil War,
Congress passed legislation allowing businesses to form corporations without a charter
from the U.S. government. After the Civil War, these corporations came to dominate much
of American business, and, in the process, to define American life.

The era of Big Business began when entrepreneurs in search of profits consolidated
their businesses into massive corporations, which were so large that they could force out
competition and gain control of a market. Control of a market allowed a corporation to set
prices for a product at whatever level it wanted. These corporations, and the businessmen
who ran them, became exceedingly wealthy and powerful, often at the expense of many
poor workers. Some of the most powerful corporations were John D. Rockefeller’s
Standard Oil Company, Andrew Carnegie’s Carnegie Steel, Cornelius Vanderbilt’s New
York Central Railroad System, and J.P. Morgan’s banking house. These corporations
dominated almost all aspects of their respective industries: by 1879, for example,
Rockefeller controlled 90 percent of the country’s oil refining capacity. Much of the public
saw the leaders of big business as “robber barons” who exploited workers in order to amass
vast fortunes.

In 1882, Rockefeller further solidified this control by establishing a monopoly or

trust, which centralized control of a number of oil-related companies under one board of
trustees. As a result, Rockefeller owned nearly the entire oil business in the United States,
and he could set prices at will. Companies in other industries quickly imitated this trust
model and used their broad market control to push prices higher.

Trusts integrated control of many companies, both horizontally by combining similar

companies, and vertically by combining companies involved in all stages of production.
Trusts were used to gain control of markets and force out competition.

THE GOVERNMENT AND BIG BUSINESS

In the early years of the Industrial Revolution, the government maintained a hands-off
attitude toward business. The government, and much of the nation, believed in the
principles of laissez-faire economics, which dictated that the economic market should run
freely without government interference. According to the theory, free, unregulated markets
led to competition, which in turn led to fair prices of goods for consumers. The government
did not want to interfere in the free market.

Any concern for the plight of the poor during this time was minimized by the tenets of
social Darwinism, which became popular in the late 1800s. Social Darwinism adapted
Charles Darwin’s theory of evolution, “survival of the fittest,” to the business world,
arguing that competition was necessary to foster the healthiest economy (just as
competition in the natural world was necessary to foster the healthiest, or fittest, species).
Proponents of social Darwinism adhered to a “help those who help themselves”
philosophy: government shouldn’t invest in programs for the poor, because the poor had
no positive impact on the nation’s financial health. The rich, meanwhile, were strong, hard
working citizens who contributed to national progress, and, as such, should not be subject
to government regulation. Prominent social Darwinists included Herbert Spencer and
Andrew Carnegie, whose essay promoting free market economy, “The Gospel of Wealth,”
was published in 1889.

HISTORICAL PHASES OF SOCIAL REPSONSIBILITY

 Phase 1: Profit maximizing management – Business’ primary responsibility to

society is to underwrite the country’s economic growth and to oversee the
accumulation of wealth.
 Phase 2: Trusteeship management – Corporate managers need to maintain an
equitable balance among the competing interests of all groups with a stake in the
organizations.
 Phase 3: Quality of life management – Managers have to do more than achieve
economic goals, but they should manage the quality-of-life by helping develop
solutions for society’s ills.

ARGUMENTS AGAINST SOCIAL RESPONSIBILITY

Keith Davis elaborately discussed the various points put forth by classical
economists in support of their contentions in an article under the style, “The Case For and
Against Business Assumption of Social Responsibilities”. This article was published in the
“Academy of Management Journal” in June 1973.

Milton Friedman, the Nobel Laureate also vehemently, criticized the concept of
assumption of social responsibility. Here we shall give a brief account of the points cited
by Milton Friedman and others.

1. Businessman should mind his Business: The only business of a devoted businessman is
to do his business efficiently. He should concentrate only in his line of business. He should
not get involved in the social matters. If his attention is diverted into social problems, the
survival of his business unit itself shall become a question.

2. Burden of Additional Costs: The businessman should confine his activities to his
business only. Any assumption beyond the economic necessities and legal obligations or
stipulation would mean some additional costs.

3. Lack of Competence: The outlook of business managers is primarily economic and

technological. They are not trained nor they do have possessed the requisite skills or
resources to determine which project is socially desirable and needs support. Hence, if their
judgment fails, the amount spent on such projects shall become a waste.

4. Dilution of the Principal Purpose: Improving economic productivity and maximizing

profitability are the twin basic objectives of any business enterprise. Diversion of business
interests into social actions shall amount to over looking of these two objectives. Failure to
fulfill this basic mission will lead to a failure of the business both in its economic and social
roles.

5. Business should not be given too Much Power: Social action programmes should be left
to the Government and other Social Welfare Organizations. If business were given a chance
to involve itself in such programmes also, it would lead to excessive concentration of
power.

6. Deterioration of Free Enterprise Economy: Assumption of unrelated social

responsibilities shall lead to the deterioration of the free enterprise economy. In a free
enterprise economy, there can be or should be one and only social responsibility of business
to use its resources and engage in only those activities which can increase the profits of the
business enterprise.

7. Lack of Accountability: Responsibility and accountability should go together. There is

no means or mechanism to ensure accountability from business to public. Hence in the
absence of any mechanism, it is meaningless to talk about responsibility to the society.
Such a proposition is not logical also.

ARGUMENTS FOR SOCIAL RESPONSIBILITY

 Public expectations: Public opinion now supports businesses pursuing economic

and social goals
 Long-run profits: Socially responsible companies tend to have more secure long-
run profits
 Ethical obligation: Responsible actions are the right thing to do
  Public image: Businesses can create a favourable public image by pursuing social
goals
 Better environment: Business involvement can help solve difficult social problems
 Discouragement of further government regulation: By becoming socially
responsible, businesses can expect less government regulation
 Balance of responsibility and power: Businesses have a lot of power and an equally
large amount of responsibility is needed to balance it
 Shareholder interests: Social responsibility will improve a business' share price in
the long run
 Possession of resources: Businesses have the resources to support public and
charitable projects that need assistance
 Superiority of prevention over cure: Businesses should address social problems
before they become serious and costly to correct

PROFIT MAXIMIZATION AND SOCIAL RESPONSIBILITY

Ever since the publication of Milton Friedman’s book; Capitalism and Freedom,
there has been constant debate of corporate social responsibility and profits, both in the
business world, as well as the academic field. The debates now transcend to another level,
whether businesses exist for ‘reason‘ or profits.

“There is one and only one social responsibility of business — to use its resources and
engage in activities designed to increase its profits so long as it stays within the rules of the
game, which is to say, engages in open and free competition without deception or fraud.”

-Milton Friedman

Put his argument in simplicity, Milton thinks that social responsibility is a clear cut
between ‘expenses‘ and ‘investments‘; there is no mid-way between the two. In the
business world, most money-spending activities fall into either of the two categories.
Expenses are the economic costs that businesses incur to earn its revenue. Examples of
such include energy bills of a factory, car rental costs and so forth. A profit maximising
business would cut back all possible expenses in order to maximise the profits in the fixed-
sized pie composed of either expenses or profits; the logic is that spending one more dollar
on electricity for nothing would just decrease one dollar of profits.

Investments, different from expenses, are assets and items that are bought with a
hope to generate income stream or appreciation in value in the future. As an example, an
airline would buy a new fleet of planes for flying new routes, and hopefully, generate more
profits in the future. In this case, Milton takes the side that every cooperate social
responsibility is an investment. This criterion can also apply to compensation structures of
corporate organisations. A higher pay, considered as a socially responsible behavior, is
justified from the firm’s point of view if it can induce employees into working harder, and
subsequently a higher revenue that is more than covering the pay rise.

However, most ordinary investors, they take the opposite side. To most, they
formulate their arguments around the fact that cooperate social responsibly is disarming
the business from its money-making tricks. It is entirely understandable though. According
the research carried out by economic consulting firm EPG, Fortune 500 companies alone
spend more than $15 billion a year on corporate responsibility. To put the scale of resources
employed in perspective, a typical space operation for NASA moon exploration with
astronauts costs around $750 million; $15 billion is more than enough to sponsor 20 NASA
operations of such forms.

As a matter of fact, social responsibility programmes of corporates are not funneling

to the same end. Most donations, indeed, are in-kind donations, such as drug development
corporates donating free drugs for government and NGO health programmes, and software
producers giving free software to universities. The underlying reasons for corporates
contributing to social responsibility are down to their missions statements and visions. As
an example, the access to medicines is a cornerstone of Pfizer’s commitment to health care;
for that, Pfizer offers drugs for free and at a saving.

Despite the fact that resources are delivered to different strata of society, does it
mean that firms with corporate social responsibility and existing for a ‘reason‘ are not
taking the route of profit maximisation?

The answer to this question is no. However, the exact logical deduction to answering
this question is often neglected. There are no less than three reasons for the explanation.

First, the corporate social responsibility often earns media coverage for firms. How
expensive is it to have media coverage precisely nowadays? Even if traditional newspapers
are fading into the background as more and more people turn to e-newspapers, a full-page
colour advertisement in WSJ global edition costs nearly $400,000. Imagine if the corporate
social responsibility of the firm is given media coverage, for half a page in WSJ, the
corporate automatically saves $200,000 on potential advertising. Most corporate social
responsibility involve only volunteering works, which takes on the free time of workers.
In other words, having social responsibility is a cost-efficient way to achieve marketing
purpose and media coverage.

The dividend of social responsibility does not end here. The second benefit of it is
higher social statuses of corporates within the local areas. Firms may thus have a stronger
lobbying power, and be able to earn social licenses to keep their businesses running. Take
a firm in the coal mining industry as an example, it causes serious pollution and may deter
the overall development of the area surrounding it. It may be of overall social interest to
stop the firm from operating. However, with a good social responsibility programme and
relationship between local parties, firms may be granted exploration rights, and possibly
franchise in the local areas. The potential market barriers and right to ‘do business,‘ enable
the firm to reap the profits that it might be unable to obtain, when without the social
responsibility.

The third boost of having a robust social responsibility programme is uplifting the
overall business development of the firm. In fact, investors prefer purchasing stocks from
these companies than otherwise. Investors feel that they are contributing to a change in the
society, even though it is small for most investors. Investors of socially responsible firms
are also shown to keep stocks for a longer time. With that, managers can pursue long-term
gain, rather than a smaller short-term one. The longest-running Socially Responsible Index
(SRI), started in May 1990, has been performing competitively since inception—with
average annualized total returns of 9.51% through December 2009 compared with 8.66%
for the S&P 500, according to The Forum for Sustainable and Responsible Investment.

Social responsibility is achieving the greatness that we may neglect when just
looking at earning reports. Profit maximization and corporate social responsibility once
seemed like a two-way road, in reality, they may be a coin with two sides. What constitute
the sides are the same – money.

THE EIGHT BASIC CONSUMER RIGHTS

1. Right to Basic Needs - which guarantees survival, adequate food, clothing, shelter, health
care, education and sanitation. With this right, consumers can look forward to the
availability of basic and prime commodities at affordable prices and good quality.

2. Right to Safety—the consumer should be protected against the marketing of goods or the
provision of services that are hazardous to health and life.

3. Right to Information—the consumer should be protected against dishonest or misleading

advertising or labeling and has the right to be given the facts and information needed to
make an informed choice.

4 Right to Choose—the consumer has the right to choose from among various products at
competitive prices with an assurance of satisfactory quality.

5 Right to Representation—the right to express consumer interests in the making and

execution of government policies.

6 Right to Redress— the right to be compensated for misrepresentation, shoddy goods or

unsatisfactory services.
7 Right to Consumer Education- which is the right to acquire knowledge and skills
necessary to be an informed customer.

8 Right to a Healthy Environment—the right to live and work in an environment which is

neither threatening nor dangerous and which permits a life of dignity and well-being.

SOCIAL RESPONSIBILITIES OF BUSINESS TOWARDS COMMUNITY

The business owes a great irresponsibility to the community in various directions.

Some of the major areas where business can and does contribute towards community
welfare as a part of its social responsibility are:

1. In the field of Industry

An important social responsibility of business/industry is to help rural areas by

introducing “self help” and “earn-while-you-learn” programmes. Initially, such
programmes may be labor intensive in areas like pottery, carpentry, weaving, spinning,
industry based on agriculture, farming, dairy farming, pig rearing, poultry and storage, etc.,
so employment opportunities could be provided in rural areas. For this purpose, business
experts should survey areas that need improvement, skill requirement, financial assistance
etc.

2. In the field of Agriculture

As a social responsibility, a large business house can play an important role in

agricultural development, to provide full-time employment to the vast unemployed rural
labour force. For this purpose, the business should get the survey done by its experts in the
field of climate, soil conditions, breeding of livestock facilities for irrigation and water
supply and actual supply of fertilizers seeds, pesticides, expertise, and finances. Non-
agricultural activities seeking linkage with the agricultural sector and the industrialized
sector can also be developed.

3. Housing Facilities

The social responsibility of business in this sphere is great, specially because a

major proportion of the rural population is doomed to diseases, squalid existence in
hopelessly ill-planned and filthy houses. Therefore, business can play a major role by
extending financial aid, by providing material and manpower support, home building
practices etc. In urban areas, slum clearance schemes, one or two room tenements with
facilities for sanitation should be provided in labor colonies.

4. Transportation
 Business and other agencies can help the government by undertaking studies and
programmes of technical and financial assistance to develop cheap public transport,
increasing the operational efficiency and utilization of road capacity, enhanced licensing
procedures, more rational and scientific estimates for vehicle fleet size and manpower for
different modes of transport, improved maintenance and replacement policy for the spares,
and structural changes in urban and rural layouts.

5. Health and Education

Business organizations have their responsibility towards improvement of the quality

of the people of the community. They can and should be engaged in works like improving
drainage system, adequate clean drinking water facility, enhancing sewage disposal
system, waste management, pollution control, improving sanitation, construction of toilets
etc., which will prevent many water-borne diseases. Medicines can be distributed free of
cost, offering healthy food to children, sick people, pregnant mothers and aged people.
Organizing camps should be conducted to treat minor ailments.

The problems responsible for ill-health in the rural areas need solution, for they
result from lack of health education, unhealthy environment, unclean habits of living,
poverty, poor diet, and the social culture. These problems can be solved through medical
help, and the help of social workers. Besides, rural education could provide individuals
with knowledge and skills to enable them to manage their families, to participate in cultural
and economic life and to sharpen problem-solving capabilities.

6. Industrial Aid to Education in Urban Areas

Progressive individual businessmen and individual business houses are running or

supporting schools, colleges and technical/professional educational institutions. In fact, it
is a part of modern social responsibility of business that it should support educational
programmes, more particularly technical education. In some cases, they help by lending
the services of their specialists (as visiting experts) and giving financial help.

7. Social Audit On Factual Assessment

This should be done by trained and professional personnel to show the social
performance of business. The term “social audit” generally means “a comprehensive
evaluation of the way a company discharges all its responsibilities to shareholders,
customers, employees, community and the government”
COMPLIANCE CHECKLIST FOR CORPORATE SOCIAL RESPONSIBILITY

Companies that choose to conduct their operations in a socially responsible

manner act ethically with regard to their outside interactions. Ensuring that your company
complies with social responsibility requirements entails evaluating how you treat all
parties with whom your company has business relationships. It also involves taking steps
to see to it that your products don't have harmful effects, and that you are a beneficial
presence in the communities in which you are active.

 Employees
A socially responsible company treats its employees with respect and creates a
positive working environment. It helps employees achieve their potential at work and
supports them in work-related issues. This includes the following checkpoints: paying a
living wage; providing a safe and secure work environment; providing benefits to reduce
stress from medical and monetary worries; eliminating discrimination in work-related
matters; promoting fairly, according to ability and achievement; addressing any sexual
harassment issues; and acknowledging employees' special efforts and dedication.
 Customers
Customers want products and services that perform as promised, delivered on time
at fair prices. To act toward customers in a socially responsible manner, your company
has to: treat customers ethically and with integrity; refuse to provide large gifts or special
payments in return for orders; make pricing clear and understandable; invoice the correct
amounts, supported by adequate documentation; inform customers immediately regarding
problems with product quality or delivery times; and quote competitive prices, free from
price-fixing agreements with competitors.
 Suppliers
Companies complying with the requirements of social responsibility treat
suppliers ethically and fairly, allowing them to compete on a level playing field, and
awarding contracts to those providing the best value. Socially responsible corporate
behavior includes: paying the agreed amounts on time; stating your requirements clearly,
with appropriate references to specifications and quality standards; refusing large gifts or
special payments in return for favoring a particular supplier; and compensating suppliers
fairly for changes you make to their orders.
 Environment
Some foreign countries have less strict environmental standards than the United
States, but socially responsible companies minimize their environmental impact, even
when not required in these types of jurisdictions. Such companies take the following
initiatives: reduce waste generation; reduce use of heating, cooling and fresh water;
reduce the consumption of non-renewable resources; eliminate harmful byproducts of
manufacturing; and support sustainable development practices.
 Community
Ensuring that the community in which your company is active benefits from your
presence is an effective way of improving your company's image. A socially responsible
company identifies community needs and takes initiatives that help solve local problems.
Typical examples are: supporting education of the local population; investing in local
health care; helping with needed infrastructure projects; supporting local cultural
initiatives; and encouraging and paying for employees to become involved in local
organizations.
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 Chapter 6:
SOCIAL
RESPONSIBILTY OF
MANAGEMENT

Renalee M. Leyesa

CPET-3101