CORPORATE

SOCIAL
RESPONSIBILITY
Subject Faculty: Ms. Purnendu Sharma 

Submitted by:  Harshil Chopra

Jinny Sebestian
Jyoti Rawal
Nikita Daniel
Nishtha Verma
Ujjawala Jain
 ACKNOWLEDGEMENT

In preparation of our assignment, We had to take the help and guidance of some respected
persons, who deserve our deepest gratitude. As the completion of this assignment gave us much
pleasure, We would like to show our gratitude Ms. Purnendu Sharma, Corporate Social
Responsibility Faculty, of Nift Kangra, for giving us good guideline for assignment throughout
numerous consultations. We would also like to expand our gratitude to all those who have directly
and indirectly guided us in making this assignment.

We also thank Nift Kangra for giving us such an opportunity to explore more with constant
learning. However, it would not have been possible without the kind support and help of many
individuals and institution. Our thanks and appreciations also go to our classmates in developing
the assignment and people who have willingly helped us out with their abilities.
Corporate Social Responsibility
Corporate social responsibility is perceived to be one of the most vital things that
businesses hiring foreign companies face. In other words, multinational companies
reconsider the need to integrate moral, legal, environmental, and social concerns
into the decision-making process.
The broadest definition of corporate social responsibility is concerned with the
relationship between global corporations, governments of countries and individual
citizens.
Social responsibility also requires a responsibility towards the future and towards
future members of society.

Globalisation Impact of Globalisation on CSR

Globalisation is a dynamic set of
social processes that is
transforming our present social
condition of nationality into one of
globality, characterised by tight
global economic, political, cultural,
and environmental interconnections
that make most of the currently
existing borders and boundaries
irrelevant.
It is a process which integrates
world economies, culture,
technology, and governance. This
is because globalization also
involves the transfer of information,
skilled employee mobility, the
exchange of technology, financial
funds flow and geographic
arbitrage between developed
countries and developing countries.
Its key components include the
deregulation of interest rates, the
removal of credit controls, and the
privatisation of government-owned
banks and financial institutions.
Recent economic developments
such as trade liberalisation and
deregulation have significantly
constrained the set of political
options open to states.
Globalisation supports this evolution of
corporate social responsibility to a great
extent in the globe. Globalisation makes the
public and organizations recognize and
understand the negative consequences, such
as the increasing income inequality, the
exploitation of labour, and environmental
unsustainability. Since multinational
corporates and their business further deepen
this trend of the negative consequences,
corporate responsibility is paid more attention
to by the public and international community.
One of the reasons is more competition is not
always more profit; another reason is
consumer expectation is not only related to
the cost of products but also related to
quality, proper production process and
environmental sensitivity.
CSR has four kinds of social responsibilities:
economic, legal, ethical, and philanthropic.
Business organisations have to comply with
laws and regulations as the ground rules
under which they must operate. Globalisation,
as defined in terms of the deterritorialization
of economic activities, is a key factor in
CSR.It is argued that CSR can be seen as a
pyramid with economic responsibilities as the
primary incentive underpinning all other
business responsibilities.
Example of China
China is considered as the second largest economy experiencing
the rapid and stable economic growth and development, even in the
term of financial crisis. Globalisation has greatly contributed to this.
However, this process of globalisation has resulted in increasing
pressure on environment and resource, labour relations and work
conditions, human rights and community development because of
the foreign firms seeking the labour force of cheaper cost and
natural resource.
Today, the Chinese Government recognized and understood the environmental
pressure and the effect on the further development of economy and society. In terms
of See (2008), a ‘Harmonious Society’ policy proposed by Chinese President Hu Jintao
is dedicated to developing a Chinese own development approach. One element of this
policy is the sustainable development and social responsibility. Moreover, the Chinese
Government has encouraged the private sector to implement corporate social
responsibility.

Communication Technologies and CSR

Exchange of information is another aspect of globalisation. Information can easily be
transferred from one country to another. The rapid changing of the market requires also
quick transfer of knowledge and efficient using of that knowledge and information.
With the fourth industrial revolution, corporates have decided to include technology
into CSR as well. Companies are now providing free Wi-Fi and computer labs are
being set up in remote villages of India, by Google, Apple and Microsoft.

Who to provide and what to provide?

This is when technology steps in through social media, system software and other
technological advancements. This has made CSR easier to communicate. Technology
has brought in CSR to communicate with the people for whom the CSR is performed.
Due to the technological advancements it is easier to know what the people really
want.
Conclusion
During the process of globalisation, the firms can maximize the efficiency and performing
firms' business through the worldwide allocation of resources. More and more companies
concentrate on the implementation and development of social responsibility. The global
problems and negative consequences, such as global warming and climate change, the
increasingly unequal distribution of income and welfare, the abuse and invasion of human
rights and others. These elements promote the focus and implementation of corporate
social responsibilities when multinational corporates use international business and trade.
The competition not only brings more value and interests for their consumers but also
makes firms rethink their concerns.
Business organisations have also to comply with laws and regulations as the ground
rules under which they must operate. These legal responsibilities establish the
ground of fair operations and are represented as the next layer on the pyramid.
Globalisation is particularly affecting business ethics in three major areas – culture,
law, and accountability. Writing CRS strategies is an important step but
implementing them can be a different story as the good intentions do not always
come into practice as planned. The legal issues are closely linked with ethics and
law. As soon as a company leaves its home territory, the legal framework becomes
very different. Globalization leads to a growing demand for corporate accountability
where business ethics can respond to stakeholders' claims.
Impact of environmental and other global forces on CSR

Environmental CSR is the duty to cover environmental consequences of a particular

company’s operations, products and facilities.
The major components are elimination of waste and emissions, maximizing energy
efficiency and productivity and minimizing practices that may adversely affect
utilization of natural resources by coming generations.

Some of the major aspects of environmental CSR:

Role of Packaging:
Packaging plays a great role in environmental sustainability by protecting products,
preventing waste and enabling efficient business conduct.
Sustainable packaging is a relatively new addition to the environmental considerations for
CSR.

For example, Cisco outsources all of its manufacturing and has over 600 suppliers. To
avoid any problems, Cisco’s packaging team undertakes a painstaking process to create
more effective and environmentally friendly packaging. In 2012, the company eliminated
757,000 pounds of paper and plastic waste for one product line alone.

Role of Clean Energy

Deployment of renewable energy systems can make a big impact on CSR activities of
companies as clean energy is one of the best methods to mitigate climate changes.

For example, to meet tremendous energy needs, Adobe has invested in alternative energy
sources that can generate power directly on-site, such as wind turbines and fuel cells at its
California facilities.

Role of Environmental Reporting

Environmental information like greenhouse gas emissions, waste generation, energy
consumption, use of transport can improve the transparency of industrial activities, thereby,
providing a powerful tool to fight environmental degradation.

For example, United Kingdom’s Carbon Reduction Commitment Energy Efficiency

Scheme forces all organizations and companies having electricity demand greater
than 6,000 MWh per year to participate in the mandatory scheme, which applies to
more than 5,000 entities until now.
How to reduce your environmental impact
You can reduce your business' environmental impact in many ways. For example, you can:
create products that can be recycled
optimise your product life cycle
source responsibly (eg using recycled materials and sustainable timber)
reduce packaging
buy locally to save fuel costs
create an efficient (and fuel-efficient) distribution network
work with environmentally-conscious suppliers and distributors
Even the simplest energy efficiency measures can generate savings and make a difference
to your business. For example:
switching off lights and equipment when not in use
reducing the use of water
reducing the amount of paper you waste
CSR as competitive advantage for business organizations

Competitive advantage usually comes into play when companies compete to provide
the customers with better services then their rivals. These factors allow the company
to gain more profit. The same strategy can be applied to the current scenario of
Customer Social Responsibility companies not just do it for the welfare of the society
but to compete with rival companies. Over the years CSR has been impacted by a lot
of factors Some companies push CSR practices so that they don't look inferior to the
rival companies.

This helps in the company build:

Brand Awareness: The company will always outshine its rival companies and
helps the financial performance as well. The brands gets associated with that
particular initatives. For eg. P&G and the Shiksha campaign.

Customer loyalty and trust: Building a good rapport

with the customers is important and researches have
shown that people are more likely to be associated
with brands that are socially responsible.
This trust includes things like transparency about where
your products came from (Starbucks), or the calculable
results of your company’s CSR efforts (Apple).

Customer Engagement: Customers want to have

that sense of belongingness with them of
contribute towards the betterment of the society.
For eg. ITC limited has classmates product that
contribute Re. 1 from every purchase towards the
education of the underprivileged.
 Customer advocacy: As social
media continues to play a big role in
advocacy marketing, corporate
social responsibility acts as fodder
for customers who want to spread
the word about their responsible and
sustainable purchases. This is
especially true for customers who
are willing to spend more on
products from companies with a
notable CSR strategy.
Lenovo's #pitchtoher was a great
initiative by Lenovo. Partnered with
Yuwa an NGO to teach girls
technology.

CSR and Competitive advantage will pose a promising future for the business only if
the company's interest along with the social and environmental needs are coordinated
in an effective manner. Doing so will positively the community and the company. And
if doing so benefits the finances then other companies will feel pressured into
practicing responsible corporate behaviour. The three management processes
namely strategy, responsibility and stakeholder are the foundation for linking CSR with
competitive advantage. Competitiveness of a company is directly influenced by CSR
as because it helps enhance the company vision in a more sustainable manner
through the strategies put in place. This also helps the company to form better
relationship with its primary stakeholders via stakeholder management.

Companies Reputation
Nowadays reputation is marked through internet, social media, newspapers, magazines,
articles, and journals. With these instant methods of communication businesses have
realized the importance of reputation and it has become vital for a company’s survival.CSR
can help in maintaining the reputation of the firm. A company’s Corporate reputation can be
described as people’s views and feelings towards the company which are mainly based on
its upcoming projects and history when compared with its competitors. The company’s
reputation is assessed mainly by the company’s customer, employees, stakeholders, and
competitors. The company’s values, products and services, work environment and growth
prospects are the main things on which a company’s reputation rely.
Some multinational companies with high reputation, such as Wal-Mart, Starbucks, Nike and
McDonald’s fulfilled corporate social responsibility in brand-building to rebuild corporate
reputation, image and corporate culture, thus enhanced the influence of brand.