PRESENTATION ON

CORPORATE SOCIAL
RESPONSIBILITY

PRESENTED BY
SANGHAMITRA DHAR
PRASUN KANTI GURIA
 INTRODUCTION

Corporate social responsibility (CSR, also called corporate

conscience, corporate citizenship, social performance, or
sustainable responsible business) is a form of corporate self-
regulation integrated into a business model.
 GOAL OF CSR
The goal of CSR is to embrace
responsibility for the company's actions and
encourage a positive impact through its
activities on the environment, consumers,
employees, communities, stakeholders and
all other members of the public sphere.
WHEN AND HOW CSR CAME INTO
EXISTENCE? WHEN AND HOW CSR
CAME INTO EXISTENCE?
 The phrase “Corporate Social Responsibility”
originates with H. Bowen, who wrote “Social
Responsibility of Businessmen” in 1953.
Corporate Social Responsibility (CSR) is used to
describe businesses’ integration of social and
environmental issues into decisions, goals, and
operations.
Other terms for CSR and are:
 Corporate Responsibility
 Sustainability
 Corporate Citizenship
 Ethical Business Practices
 Social/Environmental Responsibility
 Triple Bottom Line
 Environmental and Social Stewardship
 Models of CSR

 The three models offer  Model One: The

policymakers a more Traditional Conflict
effective way of  Model Two: Corporate
Social Responsibility
organizing thinking
Brings In The Cash
about the often elusive
 Model Three: Multiple
and multifaceted concept Firm Goals, All Created
of CSR. Equal
 Model One: The Traditional Conflict:

In the traditional neoclassical model, tradeoffs

between social and environmental goals and
profits are inevitable.

“Although market forces are increasingly pressing

companies to act responsibly, markets have not
succeeded in producing corporations to ‘do the
right thing’ everywhere they operate. To some
degree, public policies to promote CSR arise from
market failures.”
To encourage socially responsible behaviour the
government should give tax breaks or rebates to
companies that meet certain requirements, give out
awards or recognition for good behaviour, and the
development of social or eco-labels that companies
can obtain by meeting relevant standards.
 Model Two: Corporate Social Responsibility
Brings In The Cash

Model two represents the ideology of the majority

of companies that make it into socially responsible
investment (SRI) portfolios.

These companies choose to be socially responsible

for a variety of profit-oriented reasons: increased
sales, greater innovation, decreased production
inefficiencies, decreased future risks, and greater
access to capital.
 Model Three: Multiple Firm Goals, All Created
Equal

Model three explains the ideology of firms that

have made commitments to environmental and
social goals without evidence that corporate
citizenship leads to tangible financial gains.
 Triple Bottom Line of CSR
Tools for issuing a successful CSR
report
  A triple bottom line report is an accounting of business
performance in terms of its impacts on  the economy,
the environment and society. 

The term “CSR report” is often used instead of a triple

bottom line report, but the two are interchangeable.
The theory behind the triple bottom line is that it is in
the interests of a business to act as a steward of the
environment, society and the economy.
 CSR as Strategy, Social
Advertising
 Adidas’s Social and Environmental Affairs
Manager, Gregg Nebel, scoffs at the idea of using
CSR is as a marketing strategy. He explains,
“Why market what you are doing if you are
simply doing what is right? The feeling here is
that there is an expectation that a company will do
the right thing, and there is no reason to advertise
that we are fulfilling this obligation.”
 Newman’s Own is one example of a company
with a social purpose. Owner Paul Newman
donates all of the company’s profits and
royalties after taxes to educational and
charitable causes, ensuring that the company
will only increase profit margins to increase the
firm’s ability to contribute to social welfare.
 Honda Siel
 Campaign:Nature rides with Honda
 Agency: Dentsu Marcom
 The brief: The company wanted to highlight its 10th anniversary, its
commitment to the environment and the values Honda stands for in the
ad campaign.
 The 10-year-old in the advertisement stands for the car’s 10th
anniversary, while the ladybird signifies the focus on environment.
 “We wanted to publicize our corporate brand direction of safety,
environment and energy conservation.” —Jnaneswar Sen, Senior
general manager, marketing, Honda Siel Cars Indi
 CSR is not a Philanthropy
Corporate social responsibility is no longer just
about philanthropy or publicity; it is a
critical business tool that needs to percolate
down to the level of the small business as
well
. Corporate social responsibility (CSR) isn’t
new to Indian companies and several
business houses have been spearheading
community initiatives even before
independence.
 In those days philanthropy was the biggest driver
of community programmes and perhaps the only
other reason companies would initiate welfare
schemes was the publicity it fetched for their
promoters.

 Today, social responsibility is more about how

companies align their values and move towards a
social cause taking the investors, suppliers,
regulators, employees and the society as a whole.
Simply put, CSR today is basically linked to the
broader issue of corporate governance