Corporate Social Responsibility

2. PRESENTED BY:
IQRA RAIS
PRESENTED TO :
MADAM: NAGEENA!

4. CORPORATE SOCIAL RESPONSIBILITY
 “A concept whereby companies integrate social and
environmental concerns in their business
operations and in their interactions with their
stakeholders on a voluntary basis”.
European Union definition.
OR
Corporate social responsibility (CSR) refers to a
business practice that involves participating in
initiatives that benefit society.

5. DEFINITIONS AND
RELATIONSHIPS
 Corporate social responsibility (CSR) is the
process by which businesses negotiate their
role in society
 In the business world, ethics is the study of
morally appropriate behaviors and
decisions, examining what "should be done”
 Although the two are linked in most firms,
CSR activities are no guarantee of ethical
behavior

6. It takes 20 years to build a reputation.
And only5 minutes to destroy it.
- Warren Buffet

7. CSR Management:
Plan, Do, Check, Act method
Plan
• Consult stakeholders
• Establish code of conduct
• Set targets
Do
• Establish management
systems and personnel
• Promote code compliance
Check
• Measure progress
• Audit
• Report
Act
• Corrective action
• Reform of systems

8. RECENT EVIDENCE OF CSR INTEREST
 An Internet search turns up 15,000 plus response
to “corporate citizenship”
 Journals increasingly “rate” businesses (and NGOs)
on socially responsive criteria:
 Best place to work
 Most admired
 Best (and worst) corporate reputation

9. REASONS FOR CSR ACTIVITIES
 CSR activities are important to and even expected
by the public
 And they are easily monitored worldwide
 CSR activities help organizations hire and retain the
people they want
 CSR activities contribute to business performance

10. CONT….

11. INTEGRATE CSR GLOBALLY
 Incorporate values to make it part of an articulated
belief system
 Act worldwide on those values
 Cause-related marketing
 Cause-based cross sector partnerships
 Engage with stakeholders
 Primary stakeholders
 Secondary stakeholders

12. 4 Dimmensions Of CSR

13. BUSINESSES CSR ACTIVITIES
 Philanthropy
 give money or time or in kind to charity
 Integrative philanthropy—select beneficiaries
aligned with company interests
 Philanthropy will not enhance corporate
reputation if a company
 fails to live up to its philanthropic image or
 if consumers perceive philanthropy to be
manipulative

14. IMPLICATIONS FOR DEVELOPMENT:
IS CSR GOOD FOR GROWTH?
“…[CSR] is liable to hold back the development of poor
countries through the suppression of employment opportunities
within them.”
David Henderson
“[CSR]’s adoption would reduce competition and
economic freedom, and undermine the market
economy.”

15. CSR IN PRACTICE
Cause Promotion
• Increasing awareness and concern for social causes
Cause Related Marketing
• Contribution to causes based on sales
Corporate Social Marketing
• Behavior change initiatives marketing
Corporate Philanthropy
• Donating directly to causes
Community Volunteering
• Discretionary Practices/Employees donating time
and talent in community.

16. BENEFITS OF CSR
 Increased employee loyalty and retention.
 Increased quality of products and services
 Increased customer loyalty.
 Increased reputation and brand image.
 Greater productivity and quality.
 Reduced regulatory oversight.
 Access to capital and market.
 Product safety and decreased.

17. Video…

19. ADVERTISING
 Advertising is the nonpersonal communication of
information usually paid for and usually persuasive
in nature about products, services or ideas by
identified sponsors through the various media.

20. TWO KINDS OF SELLING
 Personal
 Plenty of time to deliver the message
 Done face to face
 Message can be adjusted to fit how it’s getting across
 Easy to find customers
Expensive In Both Time And Money
 Labor-intensive
 Time consuming

21. NON-PERSONAL
 Limited in time and/or
space
 Don’t know who the
customer is
 Don’t know how the
customer is reacting
 Can’t change the
message in mid-stream
 Message doesn’t have
to be created on the
spot
 Extensive research
 Far cheaper than
personal selling

22. ADVERTISING AIMS
 Advertising aims at consumers’
subconscious minds much more
than their conscious minds.
 It’s all about getting the consumer
to react on a basic, instinctive
level.
 It’s about “act now” on your basic
desires – think only of yourself.
 It’s usually selfish and anti-social

23. PSYCHOLOGICAL APPEALS
Self-preservation
Gender Basis
Greed
Self-esteem
Personal enjoyment
Constructiveness
Destructiveness
Curiosity
Imitation
Altruism

24. TRICKS OF THE TRADE
 Advertising often uses logical fallacies rather than
giving logical reasons to buy the product advertised.
 “You want it [whatever it is], you can only get it from
us.”
 It leaves out any other options, e.g., “love it or leave
it.”
 You think the ad is saying one thing when it fact it’s
saying something else, or saying nothing at all.

25. COMPLAINTS ABOUT ADVERTISING
 It perpetuates stereo types
 Absolutely true
 It has to
 Makes people buy things they don’t need
 Not true
 Advertising can’t make anybody do anything

26. Videos…