co

DEPARTMENT OF MANAGEMENT STUDIES

In partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

Name of the Faculty : Dr.Dhanalakshmi R V

Designation: Associate Professor

CORPORATE EXPOSURE SEMINAR REPORT

On

CORPORATE SOCIAL RESPONSIBILITY

BY

CHARAN J

1NH21BA034

Submitted to

DEPARTMENT OF MANAGEMENT STUDIES

NEW HORIZON COLLEGE OF ENGINEERING

OUTER RING ROAD, MARATHAHALLI,

BENGALURU

2021-23
co

DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE

This is to certify that CHARAN J bearing USN 1NH21BA034, is a bonafide student of Master
of Business Administration course of the Institute 2021-23, autonomous program, affiliated
to Visvesvaraya Technological University, Belgaum. Seminar report on “Corporate Social
Responsibility“ is prepared by him under the guidance of Dr. Dhanalakshmi R V, in partial
fulfilment of requirements for the award of the degree of Master of Business Administration
of Visvesvaraya Technological University, Belgaum, Karnataka.

Signature of Internal Guide Signature of HOD Signature of Principal

Name of the Examiners with affiliation Signature with date

1. External Examiner

2. Internal Examiner
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DECLARATION

I, Charan J, hereby declare that the Seminar report entitled “Corporate

Social Responsibility” with reference to “(Organization with place)”
prepared by me under the guidance of (Dr. Dhanalakshmi RV), faculty
of M.B.A Department, New Horizon College of Engineering.

I also declare that this Corporate Exposure Seminar report is towards

the partial fulfillment of the university regulations for the award of the
degree of Master of Business Administration by Visvesvaraya
Technological University, Belgaum.

I have undergone an industry Seminar for a period of Eight weeks. I

further declare that this report is based on the original study
undertaken by me and has not been submitted for the award of a
degree/diploma from any other University / Institution.

Signature of Student

Place:

Date:
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TABLE OF CONTENTS

Sl. CONTENTS PAGE

No NUMBERS
1 Abstract, Keywords 1
2 Introduction 2
3 Review of Literature 4
4 Objectives of the Study 9
5 Methodology 10
6 Analysis and Interpretation 11
7 Findings and Suggestions 51
8 Conclusion 52
9 References 53
10 Plagiarism Report 56
 SEMINAR ON CORPORATE SOCIAL
RESPONSIBILITY

ABSTRACT

Corporate social responsibility without doubt has many advantages but also comes with
certain costs, Since CSR has major tax benefits CSR has indeed become a major primary
function as it seeks to have a positive influence on the world by undertaking policies and
practices also focuses to bring a good brand image in the society, maximize profits of the
organization, increase employee engagement and attracts investments in the organization The
main objective is to bring various benefits with regards to the social and environmental
factors the main motive of this paper is to bring to light of the advantages and disadvantages
the corporate companies enjoy and face while executing the csr functions the review of
literature is applied to reach the above mentioned target

IMPORTANT KEYWORDS: Corporate Strategy, Corporate Social Responsibility,

Corporate Culture, Social Responsibility, Public Image

1
INTRODUCTION

What is Corporate Social Responsibility?

The Word Social Responsibility Is a mix of two separate attributes they are as follows:
Social: The word "social" means that to a trait of living things, particularly populations of
people, however biologists often use the term to describe groups of other animal species.
Regardless of whether the other species are conscious of it or not, and regardless of whether
the interaction is intentional or not, it always refers to the involvement of organisms with
other creatures and to their shared coexistence.
Responsibility: Being held liable, answerable, or responsible for a debt, duty, or trust. Liable
to be required to provide account, as of one's movements or of the release of a obligation or
trust. Your societal duties and the action steps that are required by those obligations stem
from your level of trustworthiness. It's the quality of being accountable for one's actions or
having responsibility for them.

Economic growth in the material sense and societal and environmental welfare are always in
conflict with one another. Maintaining the balance between the two is part of social duty. It
applies to everyone whose actions have an influence on the environment, not only
organizations. This obligation can be fulfilled passively by refraining from socially
detrimental behaviour, or actively by participating in actions that directly further societal
objectives.

Corporate social responsibility can be considered as an independent global private business

which focuses on helping social objectives by performing charity activities by involving or
contributing voluntarily in the form ethical practices. CSR was initially a function included in
the company’s policy also used as a strategy but hence times have changed CSR is no more a
policy as several as local and global laws have developed some companies have use their
powers to develop it Beyond single or companywide initiatives CSR has developed so much
that in the last 10 years it has transformed completely from voluntary decisions to mandatory
functions at local and international standards.

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In Respect with the corporate sector CSR is always understood as a strategic function that
always helps build the brand reputation as such the social responsibility activities must match
and must be introduced as a business model to be a well-established company
With some existing models an organization is more than complying with the regulatory
necessities and involves the functions that seem to have social benefits beyond the rules and
policies of the firm which is mandatory by law

Organizations can indulge in CSR for ethical and strategic purposes

From a strategy perspective CSR will increase the company’s profits,
Particularly when a company voluntarily gives out a statement about the advantages and
disadvantages of the CSR functions in part, these positive outcomes will gather more social
relations and set standards in ethical values to minimize business risk by owning up for
corporate measures CSR strategically supports the business to make a good reputation on the
society and the stakeholders of the company inclusive of the staff the customers investors and
others.

But some companies adopt CSR activities because of ethical and moral standards of the top-
level management. Corporate social responsibility has both positive and negative opinions
while supporters argue that CSR benefits the company in the long run by adding profits while
opposers claim to say the company will be diverted from its initial economic objectives

3
Review of literature :

1. Junsong Bian, Yi Liao , Yao-Yu Wang , Feng Tao , Analysis of Firm CSR Strategies
(2020) the discover that CSR-compliant operations will be put into place when either
the exposure risk is severe enough or the cost premium is low enough. We also cover
how competition impacts businesses' CSR compliance plans and whether, in an ideal
situation, businesses perform better when their operations are CSR compliant. Our
findings demonstrate that if the external risk is significant or if the cost premium is
low, enterprises will participate in a win-win equilibrium by adopting CSR compliant
operations. Additionally, we perform the study using Bertrand (price) competition.
We offer managerial insights based on these findings on when CSR compliant
operations should be implemented in practice and how this adoption impacts
businesses

2. weeney, L. (2009) A Study of Current Practice of Corporate Social Responsibility

(CSR) A scale for CSR has been produced by the research, including business
initiatives focused on clients, staff, the environment, and the community. Test results
have proven that CSR measurement is accurate and dependable, making it a valuable
research tool. Tests also reveal the validity and reliability of scales used to gauge
financial performance, personnel attraction, motivation, and retention, consumer
attraction and loyalty, capital availability, and reputation.

3. Peter Frankental Corporate social responsibility – a PR invention? (2001) After

accounting for a number of firm-specific factors, we discover that CSR activity has an
adverse impact on firm risk. We use a system equation method and difference
regressions to address the endogeneity problem, and we continue to find that the CSR
activity of businesses in contentious industry sectors has a negative impact on
company risk. The effect of risk reduction through CSR engagement is more
economically and statistically significant in controversial industry firms than in non-
controversial industry firms, proving the premise that firm risk is more of a problem
for controversial firms. We further examine the difference between non-controversial
and controversial firm samples to further investigate this claim.

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4. Bauman, Christopher W. Skitka, Linda J. Corporate social responsibility as a source
of employee satisfaction.(2012) In work done at the macro level, the wide variety
of company activities that have been grouped under the heading of CSR have been
incorporated. Our needs-based approach is one potential way to arrange how
employees are likely to understand these activities. Our goal is to present a broad
framework that begins to recognize and arrange the connections among employees'
concerns, business operations, and attitudinal and behavioral outcomes, as well as to
involve the psychological processes that underlie those connections. Without a doubt,
our effort is not thorough enough. We need to do a lot more work to improve every
part of our strategy, fix errors, and introduce new concepts. However, we intend to
arouse fresh interest in CSR among academics who are knowledgeable in every facet
of corporate behaviour. CSR is currently a common company strategy,

5. Bhardwaj, Pradeep, Chatterjee, Prabirendra, Demir, Kivilcim Dogerlioglu and Turut,

O. 2018. When and how is corporate social responsibility profitable? We examined
the advantages that customers gain through company's CSR initiatives. However,
excessive CSR activity might give the impression that businesses are engaging in
CSR to hide vested economic interests, a practice known as "greenwashing." It would
be fascinating to examine how these two conflicting forces affect how much CSR is
done in a competitive environment. In our existing paradigm, businesses decide once
about their CSR involvement. In a changing environment, businesses may frequently
choose what kind of CSR activity to engage in.

6. Yasemin Zengin Karaibrahimolu (2010) Corporate social responsibility in times of

financial crisis CSR is becoming more significant on a worldwide scale. Beyond
maximizing financial profit, an increasing number of businesses recognize social
issues connected to the communities in which they operate. Among the most
addressed social issues include human rights and environmental protection, customer
relationship management, local community and environment development, supplier
support and supplier variety, education improvement, and healthcare situations in
upcoming developing nations. In the literature, proponents of CSR assert that
businesses must uphold operational needs while respecting and advancing societal
interests. Opponents, however, contend that since organizations already create
possibilities for society, they are not required to take into account the interests of

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 larger society; instead, they should concentrate on their core functions to the greatest
possible extent.

7. Shirley Yeung (2011) The Role of Banks in Corporate Social Responsibility

.Ultimately, management of a financial firm must have the proper policies in place to
encourage a culture of positivity and a glimpse of social responsibility among
employees. Customers and the community will benefit from risk reduction and quality
improvement if management and employees are committed to being a socially
responsible banking business and accountability and creditability can be proven by
actions such as powerful and green inner audit.

8. Paulina Ksiezak (2016) The Benefits from CSR for a Company and Society. CSR has
significant advantages for both businesses and the communities in which they operate.
Working for the common good enables firms to reap financial rewards as well as
establish a solid reputation that will help them compete successfully in the market.
The society in which these businesses operate can see improvements in infrastructure,
technology, education, and human security, as well as enhanced human health.
Overall, upholding CSR guidelines may raise the standard of life for those living close
to socially responsible businesses. Therefore, it is inappropriate to pit the interests of
business and society against one another. They may be, as this research demonstrates,
and usually are the same thing

9. Banerjee, S. B. (2008) Corporate social responsibility: The good, the bad and the
ugly. They critically examine current discourses on corporate social responsibility, as
well as discourses connected to sustainability and corporate citizenship, in this article.
In spite of its emancipatory language, they contend that discourses on corporate
citizenship, social responsibility, and sustainability are shaped by particular company
concerns and serve to stifle the interests of outside stakeholders. They provide a
different viewpoint, one that sees discourses on corporate citizenship, corporate social
responsibility, and sustainability as ideological movements meant to validate and
strengthen the dominance of big businesses. They also challenge the idea of
"stakeholders" in organisations. They contend that stakeholder theory of the
corporation is a type of stakeholder colonialism designed to control stakeholders'

6
 behaviour. They examine the implications for critical management studies as they
come to a conclusion

10. Mosca, F. & Civera, C. (2017) The Evolution of CSR: An Integrated Approach. This
study sought to shed light on the complexity of CSR by identifying several
frameworks within which businesses might carry out CSR actions and create CSR
initiatives. This research contributed to a better understanding of the two primary
CSR approaches: residual and integrated, by summarising the historical and strategic
evolutions that CSR has witnessed through time. The authors developed a taxonomy
of the origins and characteristics of residual and integrated CSR methods on the basis
of a thorough examination of the literature, underlining the trend in modern CSR
practises toward the latter logic. The study demonstrated how several objections to
conventional CSR conceptualizations all work together to promote more integrated
CSR activities.

11. Laura J. Spence (2013) Small business social responsibility: Expanding core CSR
theory. The amount of research on ethics and social responsibility in small businesses
upon which this report is based as well as the implications for mainstream CSR and
small business research are substantial. CSR in small businesses has, up to this point,
been a distant cousin of the main sector, largely having an effect at the periphery.
Poor understanding of the massive significance of small businesses and the high-
profile, individual power and effect of MNCs has contributed to this, in part. It has
also been difficult for the small business approach to acquire momentum in the
broader field since small firm researchers have not fully engaged with CSR theory,
preferring instead to depend on empirical research rather than theory creation.

12. Joana Story and Pedro Neves (2014) When corporate social responsibility (CSR)
increases performance: exploring the role of intrinsic and extrinsic CSR attribution.
This study supports the idea that CSR may have an effect on employee behaviour
because we discovered that employees who believed their company was investing in
CSR activities that were both morally and strategically sound for the company
improved their performance at work and displayed more discretionary behaviours on
the company's behalf. Employees are also well-aware of their companies' CSR
practises and might give various justifications for the programmes' existence. One of

7
 the pioneering studies to assess various CSR attribution theories from an employee
viewpoint was this one.

13. Dongho Yoo and Jieun Lee (2018) The Effects of Corporate Social Responsibility
(CSR) Fit and CSR Consistency on Company Evaluation: The results of this study
have a number of theoretical and real-world consequences. However, there are several
drawbacks to this study and recommendations for more investigation. To start, just
Volvo was employed as an experimental stimulant in this investigation. As a result,
extrapolating study findings to other businesses has its limits. Other industries, such
service providers and distributors, should be used as experimental stimuli in future
study.

8
OBJECTIVE OF STUDY

Corporate citizenship defines the organizations societal responsibility. The main objective is
to make higher quality of life and developed standard of living for the social communities who
are living around the company’s physical locations and still uphold the stakeholder’s profits in
the organization.
Corporate social responsibility main motive so much more than just to transact with the
customers by making this world a more far better place than it is and might as well end up
achieving organization objectives simultaneously.

The objectives of the study are as follows:

¨ To examine the social responsibility of corporate companies

¨ To understand the Concept of Corporate social responsibility

¨ To examine the need of social responsibility for companies

¨ To learn about business ethics and social values

¨ Sections effected by corporate social responsibility

9
METHODOLOGY

• Secondary data
Secondary data means that the information and data collected or gathered by a person
who is different than primary user. Usual secondary data sources for studies consists
of information generated by the government like censuses and company data collected
for other research and study needs. This type of data is relevant for our study hence it
can be applied and used in our report

The sources from which the information was collected are as follows:

I. Books

II. Business Organizations

III. The internet (Google, Wikipedia)

IV. Government Articles and issues

10
SCOPE OF CSR

The scope of CSR differs from one company to the other company the most likely factors
induced is CSR are as follows

• Health and Safety: This factor comprises of the accidents that may happen in the
workspace, any harm caused to customers, partners or any third-party candidates.

• Environmental Protection: This factor mostly talks about the pollution or damage
caused to the surroundings of nature be it Energy consumption or industrial emissions
released into the atmosphere or excessive water use or the results of the actions on the
environment or the processing of waste by heat or materials

• Staff welfare: The staff welfare talks about the work life balance of the employees or
the stress of work load the employees face and Individual personal development the
company has to also adopt flexible methods in order to achieve equal chances and
opportunities for every employee to grow to the utmost capability the staff are also
supposed to be given any medical attention if needed

• Customer welfare: this factor focuses on treating every customer and consumer in
the same manner as there is no discrimination of cast, colour, creed, religion or sex in
distribution of goods and services offered by the company and treatment

• Supply chain management: the activities in this function must also abide the CSR
policies which clearly implicates ethical trading and abolition of harmful pollution
and non recycled packaging and eliminating unethical labor employment amongst
contractors

• Ethical conduct: The staff have to be given strict rules and regulations about the
behavioral conduct between employees which also sides with the unauthorized usage
of data and technology the management is strictly restricted from accepting bribes to
get specific work done or any such activity

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 • Engagement with social causes: This consists of the philanthropic activities and
donations. The company also have to consider providing of free necessary products to
the people who are financially poor

SIGNIFICANCE OF CSR

There are various important factors which highlight the significance of corporate social
responsibility they are as follows

• Encourages Brand loyalty: Several people are making donations to charities.

Millennials are particularly engaged. Corporations must take into account the
concerns of their target market if they hope to draw in new clients and maintain
existing ones. Customers are more likely to stay with a company if they believe that
support will help them achieve their ideals. If they buy from the company, they feel
proud and more likely to suggest so the best marketing a business can get comes from
loyal consumers.

• Gives businesses a competitive edge : Customers care about how companies

contribute to social issues and support companies they believe share their values.
Therefore, companies that serve these customers have a competitive advantage over
those that do not. The products and services they offer are the same, but the difference
between the two is their emphasis on corporate responsibility. This distinction is very
important for marketing reasons.

• Makes Businesses more Sustainable : Companies need to be more original and

imaginative when deciding to focus on corporate responsibility. There is no such
thing as "as usual". By fostering innovation and creativity, companies must remain
relevant and change according to customer demands. Customers are demanding social
responsibility now and in the near future. Adaptability is important for endurance and
sustainability.

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• Willingness of customers to pay more: In a few ways, corporate responsibility is
beneficial to company. One is that businesses can charge higher prices for the goods
and services they offer. Extra than half of the customers surveyed said they would be
ready to pay more for a product or service if the company was dedicated to corporate
responsibility, according to a Nielsen Global Survey of Corporate Social
Responsibility.

• Investors are Attracted more : Investors are interested in a company's

competitiveness, sustainability and customer loyalty. Many people are happy to
support companies that strive to make the planet a better place. Companies that are
responsive to social change and flexible are particularly attractive to investors.
Incorporating CSR can attract investors who value long-term financial success and
those who are socially committed.

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Historical Background

Corporate Social Responsibility (CSR) is the strategy companies use to support their
communities while enhancing their reputation. A modern version of this management
concept, which emerged in the early 1950s, is largely his 20th century creation. The father of
contemporary CSR is considered highly as being Howard Bowen. The phrase "Corporate
social responsibility" is credited to him, an American economist. He states that "CSR refers
to the responsibility of businessmen to pursue those policies... which are desirable in terms of
the objectives and ideals of our society" in the brilliant book of his "Social Responsibilities of
the Businessman" from 1953. This had evolved into the cornerstone around which
contemporary Corporate social responsibility standards were built.

1940’s

But CSR was already beginning to take root before Bowen. Companies like Hormel, famed
for making Spam, contributed to society in the 1940s during the aftermath of World Conflict
II by collaborating closely with the government through the Lend-Lease programme, which
delivered desperately needed food supplies for those afflicted by the war.

1950’s

After World War II, the Cold War, a very different battle, arrived on our doorstep in the
1950s. The continual conflict between two competing philosophies served as the backdrop
while CSR developed into a more recognisable shape.

In spite of this, corporate America was urged to increase business social responsibility as a
way to reconcile commercial interests with the preservation of free-market capitalism at a
time when the Red Scare was in full swing.

1960’s

The Civil Rights Movement encapsulated the spirit of the 1960s as we neared the turn of the
decade. Making progress toward a common social good became more crucial than ever when
unrest neared a boiling point. In response, businesses adopted novel social positions. When
social conservatives in Atlanta in 1964 objected to an integrated dinner honouring Dr Martin

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Luther King Jr., recipient of the Nobel Peace Prize, Coca-Cola stood his ground and altered
Atlanta's history irrevocably.

CEO J. Paul Austin threatened to leave Atlanta if the city's elite would not recognise Dr King
for his Nobel Prize because he had seen first hand how apartheid damaged the economy in
South Africa.

1980’s

In the 1980s, government policy was the driving force behind CSR strategy. President Ronald
Reagan's belief in small government has put social responsibility squarely on the shoulders of
American corporations, and many have responded similarly.

In 1982, film legend and entrepreneur Paul Newman launched the grocery line Newman's
His Own. All of the company's after-tax profits are donated to educational and charity
organizations. It was the first of its kind to offer consumers the opportunity to actively
participate in a company's philanthropic efforts through its products.

1990’s -2000’s

A brave, new world was introduced in the 1990s and 2000s. With the advent of the internet
era came a broader understanding of international concerns, from abusive labour practises in
China to human rights abuses in Africa. On September 11, 2001. President George H.W.
Bush founded the Points of Light, a volunteer programme that inspires people to take action
on the causes they care about through creative programmes, events, and campaigns, as a
response to these now-global issues. This initiative served as the catalyst for a grassroots
movement that helped volunteerism gain popularity.

2010’s

When the decade came to end , CSR appears to have changed again, with sustainability
coming first. The environment and climate change have emerged as defining issues, and this
has sparked the creation of novel new CSR strategy methods. The Sustainability
Development Goals (SDGs) of the UN offer businesses a common framework on which to
base their CSR initiatives.

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 Differentiating Corporate Social Responsibility from Other
Related Concepts

Corporate social responsibility is usually misunderstood from various ideas like corporate
citizenship, cause-related marketing, business ethics, and philanthropy.
This section explains some differences and tries to make it clear that these concepts are
separate even if they may appear to be identical.

• Business Ethics: Business Ethics is defined as the evaluation of business-related

actions, choices, and circumstances where questions of right and wrong are raised.
Therefore, business ethics, as opposed to CSR, gives a much wider perspective on
ethics in the business world and may be viewed as the guiding idea behind CSR or
corporate citizenship. Several CSR characteristics may relate to Business Ethics as a
result of this hierarchical connection. Human rights, labour and security, business
standards and corporate governance, entrepreneurship and economic growth, health
promotion, education and leadership development, human catastrophe relief, and
environmental challenges are some of these.

• Cause Related Marketing: Most frequently, cause-related marketing takes the form
of time-limited campaigns that link the purchase of goods or services with the support
of a certain deserving cause. Frequently, a small portion of the purchase price will be
donated to the designated charity. Contrary to CSR operations, cause-related
marketing aims to provide immediate victories for a company's marketing initiatives
rather than being focused on strategic concerns. An enterprise with proactive CSR
initiatives will show a long-term dedication to achieving win-win outcomes for the
business and society across the whole value chain, not just in marketing. Cause-
Related Marketing refers to joint ventures between a company and a nonprofit
organisation that are for both parties' benefit. Businesses are increasingly supporting
projects or activities that enhance their own marketing potential, either directly or
indirectly.

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• Philanthropy: Additionally, there are distinctions between charity and CSR. As
Ethics in Action noted, CSR extends beyond volunteerism and charitable giving. CSR
practises demonstrate a firm's dedication to doing its core business in a way that
benefits both the company and society. As a result, unlike philanthropy, CSR includes
both philanthropic giving and social responsibility for goods, services, and operations.

• Corporate Citizenship: In reality, CSR and Corporate Citizenship (CC) are

frequently considered to be interchangeable terms. However, it's important to
emphasise a few conceptual distinctions. Contrary to corporate social responsibility,
the concept of corporate citizenship (CC) views a firm as a real member of society
itself, as Visser et al. (2007) explain. As a result, CC gives the perspective that a firm
is just another citizen. According to such perspective, the range of responsibilities a
firm must deal with is far greater than CSR. CC may also be viewed as "an idealistic
metaphor for business to be part of producing a better society," corporate citizenship
can therefore be seen as a more extreme strategy than CSR.

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Theories on CSR

All disciplines, including business management, psychology, and others, employ well crafted
theories to enhance our understanding of those fields. Similar to this, the legitimacy theory,
social contract theory, and stakeholder theory are all at the foundation of CSR. Here, quick
summary of each of them is given.

• Stakeholder Theory: Stakeholder theory was introduced by Freeman in 1984.

According to this view, a company should take into account other stakeholders'
interests in addition to that of the shareholders. "Any group or person who can
impact or is affected by the fulfilment of the organization's objectives" is how
Freeman defines a stakeholder. There are two types of them secondary
stakeholders (those who are impacted by the organisation or who have an impact
on or impact the direction of the company but are not actively engaged in the
company's transactions); and primary stakeholders (those whose total lack in
involvement in the core tasks of the firm results in its collapse, including such
shareholders and employees). A business must choose which stakeholders to
handle urgently and how to respond because it has numerous links to various
stakeholders.

• Social Contract Theory : One way to think of society is as a set of social

agreements between its constituents and society as a whole. Businesses may be
viewed as members of society under this definition, and as a result, business
practises should include some elements of social morality. Morality is a set of
guidelines for how individuals should respect each other which most people will
accept for his or her mutual benefit, provided that others do the same. By this
norm, firms need to be required to contribute in some way to their local
communities and get involved in civic affairs. The interests of stakeholder groups
are significant, and the social contract theorists concur with these scholars.
However, they contend that their interests do not trump those of non-stakeholders
or impose conditions like safety, health, freedom, and prosperity.

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• Legitimacy Theory : In accordance with socially constructed systems of norms,
ideas, and definitions, legitimacy is "the societal view that [a firm's] acts are
desirable, legitimate, or suitable," according to Suchman (1995). According to
Moir (2001), a company has to understand the value of meaningful corporate
communications with society in order to gain legitimacy. He also says that when
faced with various risks to its legitimacy, an institution might use one of four
major legitimising strategies: educate the organization's stakeholders about its
performance improvement goals. Attempt to alter the organization's views of the
situation (while maintaining the organization's current performance); divert (i.e.,
manipulate) public attention away from the problem; and attempt to alter public
expectations of the organization's performance. The greatest hypothesis to explain
why businesses should engage in CSR and utilise it as a tool for public relations is
this one.

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Potential Benefits of CSR to Companies

Major benefits are occasionally used to support CSR. Depending on the type of business, the
scope and form of CSR advantages for firms may differ. It might be particularly difficult to
quantify in some situations. According to company viewpoints, corporations may often get
the following advantages from CSR:

• Human Resources: CSR can help with employee retention and recruiting
(Battacharya, Sankar, and Korschun, 2008). Retention of top talent may be improved
through the improvement of reputation. Because CSR enhances the working
environment and therefore boosts employee loyalty, motivation, and productivity,
being a CSR qualified firm may preserve and develop essential personnel confidence
as well as investor trust.
• Risk Management: Many corporate strategies place a strong emphasis on risk
management. Building a true "do the right thing" culture inside a firm might thereby
mitigate risks like corruption scandals and environmental mishaps (Kytle, Beth and
Gerald, 2005).

• Brand Differentiation : Companies look for a differentiating feature that will set
them apart from rivals in the eyes of customers in crowded markets. Customer loyalty
is greatly influenced by CSR and is founded on specific ethical ideals (Paluszek,
2005). As customers increasingly consider CSR factors in their purchase and service
selection decisions, adherence to these principles enhances the company's reputation
as a socially and environmentally conscious enterprise and is positively correlated
with a gain in market share. Girod and Michael (2003) assert that CSR is "a critical
instrument to generate, develop, and retain unique brand names" in light of this.

• Licence To Operate: Companies are eager to prevent taxation or regulatory

meddling in their operations. Companies may convince governments and the general
public that they care about problems like health, safety, diversity, and the
environment by engaging in a variety of voluntary actions. By implementing CSR
strategies to adhere to different current regulatory obligations, businesses may lessen
legal disputes while also acting as positive organizational citizens in terms of labour
standards and their influence on the environment.

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 Corporate Social Responsibility as a tool to achieve Competitive
Dominance

The positioning of the business in relation to its rivals or the use of special resources and
competencies are both possible components of CSR designs. When companies intentionally
employ CSR, as opposed to when they are forced to, both society and businesses benefit.
Javis (2009) asserts that CSR must be "exceptional" and goes on to describe what amazing
CSR entails:

• Publicity: Even though everyone has indeed been holding out hopes that things
would change, an organisation that defies industry norms understands that things must
alter.

• Sustainability: spending the time necessary to comprehend what genuine

sustainability would entail, achieving sustainability inside the business, and
publicising this vision as your goal.

• CSR Planning: establishing a clear strategy that defines how to bring the business to
where it needs to be

• Selling : Involved shareholders are informed of the requirements, and those who
believe it is acceptable as long as it has no impact on the results for the upcoming
quarter are resisted.

• Understanding : realising that your customers are more than simply consumers, and
that you should represent it in the goods you produce and the marketing you
undertake.

• Lobbying : even if they may be advantageous to you in the near term, you should
approach governments when you notice market signals that may favour socially
unacceptable consequences.

21
Why Should an organization be socially responsible?

Social responsibility is the voluntary action of a company to meet the expectations of its
many stakeholders, such as owners, investors, employees, customers, government, society or
community, as you have previously learned. However, the question of why the company
should step forward and take responsibility for these interest groups emerges. Let's look
about the following topics

• Public Image : Businesses gain goodwill and reputation via their contributions to the
social welfare. The public perception of a company's operations affects its profits as
well. People prefer to buy goods from companies that participate in various social
welfare initiatives. Again, a positive public image encourages credible and competent
workers to work for such companies.
• Government regulations: Businessmen should do their tasks proactively to avoid
government requirements. For instance, if a company pollutes the environment, it will
inevitably be subject to harsh government regulation, which may eventually compel
the company to shut down. Instead, the company should dedicate itself to preserving a
clean ecosystem.
• Survival and growth: Every company is a component of society. Therefore, societal
support is crucial for its survival and development. Businesses make use of the
society's resources, including its power, water, land, and roads. Therefore, it should be
every company's duty to use a portion of its profits for the benefit of society.
• Employee satisfaction: In addition to receiving a high salary and functioning in a
positive environment, employees also demand other services like adequate housing,
transportation, education, and developments. Job Providers should make every effort
to meet employee expectations since productivity closely correlates with employee
happiness, which is also essential for the organization's long-term success. For
instance, if a company invests in employee training, it will have more productive
workers and, as a result, make more money.
• Consumer awareness: Consumers are much more aware of their rights these days.
They organise various groups to protest the availability of hazardous and subpar
goods. Due to this, businesses now have an obligation to safeguard customers'
interests by offering high-quality goods at prices that are competitive.

22
• To be loyal to everyone : A company shouldn't only serve the interests of the owners
or shareholders. The involvement of the government, the suppliers, the consumers,
and the workers in the operations of a company goes beyond that of the owners.
Therefore, in addition to fulfilling the needs of the owners, the firm has a key
responsibility to these various groups.

• To compensate adverse effects: A business's operations do have some negative

consequences on society. For instance, the industrial process could cause
environmental pollution. Industrial activity in a certain location may result in noise
and air pollution. Sometimes, improper waste and effluent treatment results in an
offensive odour that neighbours find intolerable. Additionally, water pollution is a
possibility. Therefore, it is the business's job to fairly pay society for all of these
negative impacts.

• To secure goodwill: Being socially responsible is another way for a company to get
respect. By providing high-quality goods at reasonable costs and refraining from
immoral practises like adulteration. A commercial firm might win the trust of its
clients by using black marketing, etc. To act in a responsible manner: The
corporation, as a responsible citizen, is required to uphold the laws and regulations of
the country, just like any other person who is supposed to act as a good citizen by
doing so. The businessman must quickly pay any taxes owed and refrain from acting
in a way that is against the law.

• To recognise the dignity of labour: None of the companies should view labour as a
good or service which can be bought or sold for a fee. The workers are just as crucial
to the success of the company as the owners since they put in similar amounts of
physical and mental effort. Therefore, it is the employer's duty to provide both
monetary and non-monetary advantages to the employees as payment for their labour.
To have constructive competition It is beneficial for businesspeople in the same trade
or sector to compete with one another. No company should use dishonest tactics to
attract customers, including disparaging the goods of other companies.

23
 Responsibility towards different groups

C
Competitors Society

Investors Business Customers

Employees Suppliers

Government Owners

Responsibility of a business towards different interest groups

Now that you have a basic understanding of the principle and significance of corporate social
responsibility, let's examine the numerous obligations that an organisation has to the various
communities it engages with. In general, the firm interacts with its owners, investors,
shareholders, workers, suppliers, consumers, rivals, the government, and society. They are
referred to as interest groups since every commercial action has an impact, either directly or
indirectly, on these groups' interests.

24
Responsibility towards Owners

Business owners are those who create and manage a company engaged in commercial,
industrial, or professional activities with the intention of profiting from the company's
profitable operations.. The major responsibilities are as follows:

i. Having to run the Business in an efficient manner

ii. Utilization of resources to its maximum

iii. Making sure there is a rise in investment’s market price

iv. There is a timely return on the invested capital

Responsibility towards Investors

An investor is any individual or other unit (such as a business or mutual fund) who invests
money with the hope of making a profit. The responsibilities of Business towards investors
are as follows:

i. Making sure that the investment is secured

ii. Ensuring the interest is paid on a timely basis

iii. Regular repayment of principle amount time to time

Responsibility towards Employees

A business requires people to work for it—employees or workers. For the sake of the
company, these workers gave it their all. Thus, protecting the interests of employees is a top
priority for any firm. The only firm can succeed if the staff are content and productive. The
responsibilities of business towards employees are as follows:

25
 i. Regular payment of salaries and wages
ii. Ensuring employees have pristine working environment and amenities
iii. Enough Opportunities for employees to their upmost capabilities
iv. Having employees assured of job security and social security
v. Providing good amenities like transportation, eateries and creches
vi. Regular training and development of employees

Responsibility Towards Suppliers

A supplier is an individual, company, or other entity that sells or supplies items such as goods
or equipment to customers.. The responsibilities of a business towards supplies are as
follows:

i. Ordering goods on a regular basis

ii. Transacting with terms and conditions agreed mutually

iii. Favouring credit period reasonably

iv. Clearing all dues on a regularly basis

Responsibility towards Customers

Customers play a vital role in helping the company survive in the market hence it is crucial
for the organization to retain the customers by upholding various responsibilities which are as
follows:

i. The customers have to be satisfied by consuming both the products and

services offered by the organization
ii. The products and services must hold on to the quality promised to the
customer

26
 iii. The prices of the goods and services must be reasonable and should be
economical by everyone
iv. All pros and cons of the goods or service must be detailed to the customers
and consumers
v. The service provided post sale must be present
vi. The must be functional customer feedback team where customers can express
their grievances if any
vii. Unfair practices like under weighing of product or decreasing the quality has
to be forbidden

Responsibility towards Competitors

Competitors or rivals are other entrepreneurs or businesses engaged in a comparable line of

business. The presence of rivalry encourages an organisation to grow and innovate in order to
outperform its rivals. Additionally, it might serve as encouragement for the company to
engage in dishonest commercial practises. other entrepreneurs or businesses engaged in a
comparable line of business. The presence of competition encourages an organisation to grow
and innovate in order to outperform its rivals. Additionally, it might serve as encouragement
for the company to engage in dishonest commercial practises. The responsibilities of business
towards rivalry are as follows:

i. To prevent agents and distributors from receiving high commission

ii. To not provide customers with exceptionally high discount and offers as such
in every sale

iii. To refrain from accusing competitors with false allegations and defaming
them

Responsibility towards Government

The primary job of the government of each nation is to enact and enforce laws. This is so that
enterprises can run efficiently, which rules and regulations alone make possible. Additionally,

27
the government offers a judicial system for resolving disputes between businesses, people, or
government entities. The responsibilities of government are as follows:

i. Appointment of staff as per government guidelines

ii. Ensuring the payment of taxes, duties and fees on a timely basis with honesty
and integrity
iii. Making business a fair competition and not monopoly
iv. Making sure the business infrastructure does not pollute the environment
around the facility
v. Ensuring the business and staff do no enter into corruption activities and
unlawful practices

Responsibility towards Society

People, clubs, organisations, families, etc. make form a society. They are all society's
constituents. In practically all actions, they cooperate with one another and rely on one
another. There is a connection between them that might be direct or indirect. Being a
component of society, business upholds its relationships with all the other social members.
The responsibilities of a business towards society are as follows:

i. To bring up the backward and lower sections of the society

ii. To promote the values of the social and cultural activities

iii. To provide more number of jobs to the society

iv. To protect and preserve the nature and environment

v. To protect local wildlife and natural resources

vi. To encourage the local culture and sports

vii. To help by assisting in the research and development on areas like technology
, medical and education

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Social values and business ethics

Every culture typically considers some people' behaviours, conduct, and actions to be
undesirable or detrimental to others. It is similar to how good deeds and actions are
recognized and valued in society. Social values refer to what is generally accepted in society
as to what behaviour is morally right and acceptable to an individual, and what behaviour is
unacceptable. in terms of trade. Business social value may emerge:

i. A successful business’s features

ii. The goals which are most relevant for the organization to fulfil

iii. Methods and procedures which the business undertakes to undergo the business
functions

Thus The social values for the business play an important role in creating a base for social
responsibilities.

The term "ethics" describes how people act and behave in accordance with moral standards.
Honesty, honesty, sympathy, a sense of brotherhood, and other moral qualities are seen as
important. Business can also be guided by certain ethical principles, such as running the
business without engaging in unethical practices, being honest and truthful about the quality
of the goods. , charge fair prices, comply with the law and be honest in paying taxes,
obligations, etc. Government fees. Does a company's primary goal need to be to maximise
profit using any and all available means? Of course not. Therefore, businesspeople should
only charge a reasonable price for the goods and services provided, and they should never
pass off contaminated items as pure. In fact, business ethics offer certain guidelines for
conducting operations in a way that is ethically acceptable.

29
 PYRAMID OF CORPORATE SOCIAL RESPONSIBILITY BY
CARROLL

The social, ethical, legal, and economic obligations by which a firm should conduct itself are
explained by the Pyramid of CSR given by Carroll. Through courses like Firm Ethics and
Sustainability, a Master of Business Administration programme, like the one provided by
Victoria University Online, may assist professionals in understanding the framework that aids
a business function ethically and sustainably.

• Economic Responsibilities:
The first level of the pyramid represents economic obligations and argues that making
money through economic expansion should come first. Otherwise, a firm cannot thrive.

30
• Legal Responsibilities:
The second level of the pyramid outlines a company's obligation to adhere to all laws,
rules, and regulations that are relevant to its commercial activities. When a firm wants to
run as a business, it must abide by the social rules that have been established.

• Ethical Responsibilities:
The ethical obligations of a firm are outlined in the third level of the pyramid.
Management determines what constitutes an organization's ethical obligations, which
include making moral judgments that have an influence on the environment, the supply
chain, employees, and consumers.

• Philanthropic responsibilities
The expectation that a company improves the standard of living of society is
represented by the fourth level of the pyramid. A company should engage in activities
such as volunteering or fundraising to contribute to society in order to be a good
corporate citizen.

31
 NATIONAL CSR AWARDS

Background

National Corporate Responsibility (CSR) Awards were established by Ministry of Corporate

Affairs, Government of India, to honour businesses that have improved society via their
creative and long-lasting CSR activities. This honour represents the pinnacle of CSR efforts
in India. On October 29, 2019, the first National CSR Awards Ceremony was held, with the
Honourable First citizen of India serving as the Chief Guest. Additionally, the 2020 Awards'
second cycle is almost finished.

OBJECTIVES

• To enhance competition among various company categories and elevate their CSR
efforts

• To Motivate Businesses To Spend The Full Amount, That Is, Eligible CSR Spend;

• Recognizing the effects, innovation, technological use, gender and environmental

issues, sustainability, scalability, and replication of CSR activities;

• To direct corporate social responsibility (CSR) activities such that the benefits of
these activities reach underserved communities and remote areas of the country

32
AWARD CATEGORIES

¨ First Category – Corporate awards for excellence in CSR

• Businesses being Eligible CSR Spent or Equal to or Greater Than Rs. 100 Crores;
• businesses having eligible CSR spending of at least Rs. 10 crore but not more than Rs.
100 crore;
• Companies possessing Eligibility in CSR Spending of Rs. 1 crore or more but not
exceeding Rs. 10 crores;
• Businesses being Eligible for CSR Spending Under Rs. 1 Crore

¨ Second Category - CSR Awards for CSR in Difficult Terrains /Aspirational

Districts
• Northern part of INDIA
• North eastern part of INDIA

¨ Third Category - CSR Awards for contribution in National Priority Areas

• Education
• Skills Development and Livelihood
• Agriculture and rural development
• Health, drinking water and sanitation
• Environment, Sustainable Development and Solar Energy
• Development of women and children
• Technology incubation
• Sports advertising
• Slum Development
• Heritage, arts and culture
• Support people with disabilities

33
 CSR EXPENDITURE OF COMPANIES IN FY 2020-2021

CSR Spending : Geographical Distribution

34
CSR SPENT : DEVELOPMENT AND SECTOR WISE

35
CSR SPENDING : TOP 10 STATES

CSR SPENDING : TOP 10 COMPANIES

36
CSR SPENDING: PSU vs. Non PSU Companies

CSR Compliance: Company-wise

37
CSR Spent: Expense Overview (comparative analysis)

National CSR Awards – 2021

List of Winners and Honourable Mentions

First Category:

Corporate Awards for Excellence in CSR

Sub-category 1.1: Companies eligible CSR Spend equal and above Rs. 100 crores

Winner Hindustan Petroleum Corporation Limited

Honourable Mention Housing Development Finance Corporation Limited

38
Sub-category 1.3: Companies eligible CSR Spend equal and above Rs. 1 crore and less than
Rs.10 crores

Winner CRISIL Limited

Honourable Mention Honeywell Automation India Limited

Sub-category 1.2: Companies eligible CSR Spend equal and above Rs. 10 crores and less
than Rs. 100 crores

Winner Tata Steel Limited

Honourable Mention Tech Mahindra Limited

Sub-category 1.4: Companies eligible CSR Spend below Rs. 1 crore

MSME Winner Wingify Software Private Limited

Honourable Mention Tata Motors Finance Limited

SECOND CATEGORY :

CSR Awards in Aspirational Districts / Difficult Terrains

Sub-category 2.1: Northern India

Winner ITC Limited

Honourable Mention Indian Oil Corporation Limited

39
 Sub-category 2.2: North-East India

Winner North Eastern Electric Power Corporation Limited

Honourable Mention Power Grid Corporation of India Limited

Sub-category 2.3: Eastern India

Winner Jindal Steel & Power Limited

Honourable Mention National Aluminium Company Limited (NALCO)

Sub-category 2.4: Western India

Winner Tata Communications Transformation Services Limited

Honourable Mention JK Lakshmi Cement Limited

Sub-category 2.5: Southern India

MSME Winner Avantel Limited

Honourable Mention Ashok Leyland Limited

40
 THIRD CATEGORY:

CSR Awards for contribution in National Priority Fields

Sub-category 3.1: Education

Winner Tata Steel Limited

Honourable Mention BMW India Private Limited

Sub-category 3.2: Skill Development and Livelihood

Winner Tech Mahindra Limited

Honourable Mention Mahindra and Mahindra Limited

Sub-category 3.3: Agriculture and Rural Development

Winner Mahanadi Coalfields Limited

Sub-category 3.4: Health, Safe Drinking Water and Sanitation

Winner Hero MotoCorp Limited

Honourable Mention Hindustan Petroleum Corporation Limited

41
 Sub-category 3.5: Ecosystem, Sustainable Development and Solar Energy

Winner Oil and Natural Gas Corporation Limited

Honourable Mention Bajaj Auto Limited

Sub-category 3.6: Women and Child Development

Winner Godrej and Boyce Manufacturing Company Limited

Honourable Mention Mahanadi Coalfields Limited

Sub-category 3.7: Technology Incubation

Winner Housing Development Finance Corporation Limited

Sub-category 3.8: Promotion of Sports

Winner Central Coalfields Limited

Honourable Mention Aditya Birla Insurance Brokers Limited

Sub-category 3.9: Slum Area Development

Winner HCL Technologies Limited

Sub-category 3.10: Heritage, Art and Culture

42
 MSME Winner Elin Appliances Private Limited

Honourable Mention Hindustan Zinc Limited

Sub-category 3.11: Support to differently- abled

Winner Jindal Steel and Power Limited

Honourable Mention ADP Private Limited

43
 Positive Examples of CSR

The Walt Disney Company regularly tops the list of effective CSR projects. Walt Disney has
always believed that “we feel responsible for everything that bears the Disney name”. Being
responsible has always been a top priority for the company, and Disney is constantly looking
for new and innovative ways to reduce their environmental impact.

Disney began pursuing environmental goals in 2009. Disney offers philanthropy as part of its
CSR strategy and has donated more than $75 million to organizations that work to conserve
animals and environmental protection.

Disney has committed to halving its emissions by 2020 to achieve "zero" in greenhouse gas
emissions and waste. They have succeeded in reducing their net emissions by 44% in 2018.
Additionally, they have avoided the use of landfills and incinerators for 54% of their waste,
with a goal of reaching 60% by 2020. publicize their goals.

44
Disney's CSR initiatives include:

1. Reducing environmental impact by using biodiesel produced from recycled restaurant

and hotel cooking oil to power resort trains.

2. Increasing the numbers of threatened species through conservation initiatives that

benefit a variety of creatures, such as tigers, apes, butterflies, monkeys, rhinos, sea
turtles, sharks, and butterflies.

3. Disney Conservation Fun awards are given to charity organisations to support their
environmental conservation activities.

45
 IKEA Corporate Social Responsibility and Sustainability

IKEA Corporate Social Responsibility Policy

IKEA has become the world's third most recognized leader in social responsibility and
environmental sustainability since launching its Active for People & Planet initiative in 2012.
With a program An ambitious and innovative agenda, IKEA's 2020 corporate social
responsibility goals revolve around three key initiatives.

• Healthy and sustainable lifestyle

• Climate positive initiatives

• Social equality and equity

IKEA’s Healthy and Sustainable Living Programs

has expanded the reach of its sustainable living initiative in 2020, while closely monitoring
the impact of its business practices on the environment. These CSR initiatives specifically
include reaffirmed support to enhance people's personal health and well-being. IKEA has
expanded its 2020 range of household products to include home air purifiers, energy-saving

46
LED light bulbs, solar panels and a water recycling system for showers and baths to achieve
its goal. this target.

IKEA aims to have 50% of restaurant meals and 80% of packaged foods made from plant-
based ingredients by 2025 through the introduction of more plant-based food options in
IKEA. their grocery stores and restaurants. IKEA has made a clear effort to halve food
production waste over the next two years, in addition to company policies.

IKEA’s Climate Positive Programs

IKEA continues to engage in CSR initiatives that emphasize the use of

environmentally friendly and affordable products and processes. With 98% of the
wood used in its products coming from FSC certified sources and/or recycled
components, the company has achieved its 2020 goal of incorporating more
sustainable wood sources into furniture. his furniture. In line with these policies,
IKEA works with partners and suppliers to make furniture more sustainable in order
to reduce the environmental impact of its production.

80% of its textiles and upholstery is now created from recycled polyester to help it
meet its positive climate goals. With 44% of plastic products made from recycled or
renewable resources by 2020, the company also says it has made significant progress
in eliminating single-use plastic products from home furniture. family. IKEA has
spent more than $230 million through its climate-positive initiative to help IKEA
meet its renewable energy goals. Much of this money will be used to strengthen
afforestation and other forest management programs, as well as add electric cars to
door-to-door delivery.

IKEA’s Social Equality & Fairness Programs

IKEA's Diversity and Inclusion Policy continues to set the standard for gender equality, as it
states that all individuals are equally competent. By 2020, women hold 40% of leadership
positions in the company, demonstrating its commitment to achieving a 50/50 gender balance
by 2030. IKEA has taken proactive steps to ensure that its company comply with the United
Nations standards of conduct. eliminate LGBTQ+ discrimination in the workplace to further
encourage fair and equal treatment of workers, regardless of gender or sexual orientation.

47
Covid-19 Relief

In the time of COVID-19 epidemic, IKEA launched specific Corporate Social Responsibility
actions to secure and uplift the lives and well-being of its staff, clients, business partners, and
societies. All around the globe medical facilities received donations totalling above than
1700000 facemasks, gloves, sheets, and edible items. IKEA's COVID-19 outreach was
particularly notable for:

• Providing "let's play and learn" kits in Portugal in collaboration with more than 80
regional charities to assist 10,000 kids' and their families' at-home education.
• Providing over 117,000 items, including chairs, trolleys, and textiles, to medical
facilities in China
• To counter the rise in spousal violence brought on the lockdown limitations, fully
furnished homes are being made available in Germany and Switzerland.
• Supplying chairs, sponges, water bottles, mattresses, and other relevant items to
volunteers and medical workers fighting COVID-19 in Daegu, South Korea, and
Hyderabad, India.

Adding its social integration, IKEA made steps to ensure jobs for numerous people
working in ikea in all aspects of its organisational activities. Extended leave for staff
with kids and more complying working hours were granted to number of workers
throughout the IKEA supply chain deaprtment. Some IKEA franchisees began taking
action in 2020 to compensate staff members for missed wages.

48
 Nike’s Corporate Social Responsibility

The Nike Corporate Sustainability and Corporate Sustainability Initiative is in line with the
company's mission statement that "sports can change the world for the better". Nike uses the
power of sport to bring people together to pursue their CSR goals in three key areas:
environmental sustainability, community investment, diversity and inclusion.

Nike’s Diversity and Inclusion Program

A healthy and tolerant work environment for all employees is at the heart of Nike's CSR and
corporate governance efforts. To achieve this, the company invests in promoting a work
environment that values inclusion and diversity. Nike launched two new CSR initiatives in
2020 to support racial equality and social change: the June 13 learning effort and the
Unconscious Bias Awareness training program. In 2020-21, Nike announced a five-year
strategy to increase workforce diversity, with the goal of having 35% racial and ethnic
minorities and 50% female representation in the workforce. its operations by 2025. Nike
promised to invest $125 million. five years later to help companies in the process.

49
As part of the Until We All Win program, Nike has allocated $4 million in 2020 to promote
diversity and inclusion in communities across North America. Eight of Nike's employee
networks also donate $25,000 per year to charities that advocate for social equality regardless
of colour, gender, or sexual orientation.

Nike’s Community Support Program

In 2020, approximately $89 million was spent through a community engagement initiative to
support sport and fitness participation for more than 17 million children worldwide. Nike has
also committed to training nearly 100,000 coaches to help underserved neighbourhoods.

Nike invested more than $100 million in the Girl Effect program between 2015 and 2020 to
improve the lives of millions of girls in 20 countries in Africa and Asia. The company has
also expanded its digital teaching techniques to include the Girl Tutor program, which aims
to make sport more enjoyable and inclusive for girls through coaching education.
membership and leadership training.

Finally, Nike announced a $140 million 10-year CSR commitment to promote social equality
for Black Americans in partnership with Converse, Jordan Brand and Michael Jordan, $40
million of which will go to for organizations and NGOs to attack structural inequality.

Covid-19 Response

Nike's response to COVID-19 is comprehensive, including additional support for their

workers as well as food and clothing costs for the international community. In addition to a
$5.7 million donation for shoes and clothing for medical professionals and frontline workers,
the effort also includes $30 million for medical food and treatment.

Nike has provided paid time off and free virtual counseling to workers who need it due to the
outbreak, and is working with suppliers to develop the necessary health and safety
measures.at their base. Additionally, Nike has created a two-for-one combo program for all
employee donations sent to charities providing aid and support for COVID-19.

50
FINDINGS

The research detailed analysis and interpretation show The findings of this study are as
follows :

• Corporate social responsibility can help to drive up the profits of the organization
• The organisation must prioritize the sustainability initiatives
• Enhancing the image of the company
• Increase the rise in customer Loyalty
• Protection of employee safety
• Initiate the rural area developments
• Uplift the backward section of the community

SUGGESTIONS

• Improving collaboration across the organization’s various departments in order to

realise CSR- related goals and objectives
• Making smart use of the money for social investment
• Integrating CSR aspects of the company’s operations with long term goals and
objectives from the project’s outset
• Defining stakeholder identification and engagement activities as a continuous process
• Ensuring that every person in the organisation possesses CSR skills
• Putting in place a strong audit/review system to raise the standards of Corporate
Social Responsibility

51
CONCLUSION

Businesses are beginning to understand the advantages sustainability has for their bottom
line. It's good for attracting and keeping employees, and it's also morally right. In order to
incorporate SR goals into how business is run, HR can work cross-functionally on its own or
in partnership with other executives. HR is a major organisational leader. Human Resource
practitioners may function as interpreters of the firm's CSR promise both horizontally and
vertically throughout departments. Most people who read this study will discover they
already engage in a number of beneficial habits. Many people will discover they have a fresh
way of thinking that they may use in the job. Some people may think the present economic
downturn will make these beliefs more popular.

While others believe that businesses that forego CSR integration during a recession would
suffer in better times and generate scepticism. Regardless of one's point of view, everyone
can agree that the commitment of the CEO, board, and executive suite is necessary for
effective HR leadership on CSR integration. In fact, the strategy is based on the expectation
that there would be this high level commitment. But as more and more businesses are
pledging to be sustainable and to include CSR into "everything we do," it is anticipated that
the 11 stages would offer some direction on how to proceed.

52
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theory PhD. Professor of Business Ethics. Director, Centre for Research into
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Egham, Surrey, TW20 0EX, UK. Laura.Spence@rhul.ac.uk

• Joana Story and Pedro Neves (2014) When corporate social responsibility (CSR)
increases performance: exploring the role of intrinsic and extrinsic CSR attribution
Nova School of Business and Economics, Lisboa, Portugal © 2014 John Wiley &
Sons Ltd, 9600 Garsington Road,Oxford OX4 2DQ, UK and 350 Main St, Malden,
MA 02148, USA

• Dongho Yoo and Jieun Lee (2018) The Effects of Corporate Social Responsibility
(CSR) Fit and CSR Consistency on Company Evaluation: The Role of CSR Support
School of Business Administration, Chung-Ang University, 84, Heukseok-ro,
Dongjak-gu, Seoul 06974, Korea; toocalm@cau.ac.kr

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