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Journal for Studies in Management and Planning
Available at
http://edupediapublications.org/journals/index.php/JSMaP/
e-ISSN: 2395-0463
Volume 02 Issue 9
September 2016
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 127
A Study on Conceptual Frame Work of Corporate Social
Responsibility Planning and Strategy
1Dr.A.T.Jaganathan, M.BA., M.Phil, Ph.D.;
2Mrs.P.Vanitha, MBA., M.Phil., (Ph.D).,
3Mrs.K.Karkuzhali, MBA., M.Phil., (Ph.D).,
1Assistant Professor of Management Studies (MBA) (Autonomous),K.S.R College of
arts and science Tiruchengode, Tamil Nadu, India – 637215,
2Assistant Professor of Management Studies (PG), K.S.R College of Arts and Science
(Autonomous), Tiruchengode, Tamil Nadu, India – 637215,
3Research Scholar [Ph.D Department of Management Studies], K.S.R College of Arts
and Science (Autonomous), Tiruchengode, Tamil Nadu, India – 637215,
ABSTRACT
In the present article has been made to
attempt a study on conceptual frame work of
corporate social responsibility planning and
strategy. There is an impressive history
associated with the evolution of the concept
and definition of corporate social
responsibility (CSR). Corporate social
responsibility (CSR) is still a relatively new
corporate function that continues to change
and evolve. Both theory and recent research
evidence suggest that a corporation’s socially
responsible behavior can positively affect
consumers’ attitudes toward the corporation.
The effect occurs both directly and indirectly
through the behavior’s effect on customer–
corporation identification. Research has not
yet fully explored how CSR-related decisions
are made within large companies and what
departments have the most impact on CSR
strategies. Corporate Social
Responsibility (CSR) are all used by business
and organizations to describe a broad agenda
of issues that government, law and society
require organizations to consider as part of
their core business, to influence strategic
thinking, planning and corporate reporting.
External stakeholders are an important
audience in the measurement process. Results
show that while the views and philosophies of
the C-suite and board of directors are highly
influential, other units and departments in the
company are involved in the CSR process.
KEYWORD: CSR, Planning, Strategy,
Attitude, Identification.
INTRODUCTION
In the last 15 years, an array of
stakeholders have turned to firms, rather than
Page 2 of 8
Journal for Studies in Management and Planning
Available at
http://edupediapublications.org/journals/index.php/JSMaP/
e-ISSN: 2395-0463
Volume 02 Issue 9
September 2016
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 128
governments, to address enduring
environmental problems including forest
degradation, fisheries depletion, mining
destruction, and even climate change, as well
as social problems including workers’ and
human rights. As a result, a wide range of
tactics including boycott campaigns, social and
eco-labeling, and environmental
“certification”, have been used to appeal
directly to firms to improve their
environmental management procedures and
performance as well as their treatment of
workers and impacts of their activities in the
communities in which they operate. These
efforts to promote what is generally known as
“corporate social responsibility” (CSR), have
increasingly attracted the interest of a wide
range of scholars within political science,
economics, sociology, anthropology and
geography.
The study of Fortune 1000 companies
serves as one basis for public relations
practitioners to engage and consult with top
management about CSR communication,
strategies and decision making. Having access
to such insights from multinational
corporations will empower public relations
practitioners to contribute to the development
of CSR strategies, make informed decisions,
engage in CSR’s Best Practices and enhance
the legitimacy and credibility of the public
relations profession.
With the passage of the Companies Act, 2013
the mandate for corporate social responsibility
(CSR) has been formally introduced to the
dashboard of the Boards of Indian companies.
The industry has responded positively to the
reform measure undertaken by the government
with a wide interest across the public and
private sector, Indian and multinational
companies.
The practice of CSR is not new to companies
in India. However, what this Act does is bring
more companies into the fold. Also, it is likely
that the total CSR spends will increase. What
is clear to many companies is that if this
increased spending is to achieve results on the
ground – which is the intent of the Act – then
it needs to be done strategically, systematically
and thoughtfully.
CORPORATE SOCIAL RESPONSIBILITY
(CSR)
Corporate Social Responsibility (CSR)
is about ensuring that to make a positive
impact on society by delivering our services. It
encompasses the approach to aligning social
and environmental responsibility to economic
goals and value-for-money.
DEFINITION
Corporate Social Responsibility (CSR)
is an organization’s obligation to consider the
interests of their customers, employees,
shareholders, communities, and the ecology
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Journal for Studies in Management and Planning
Available at
http://edupediapublications.org/journals/index.php/JSMaP/
e-ISSN: 2395-0463
Volume 02 Issue 9
September 2016
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 129
and to consider the social and environmental
consequences of their business activities. By
integrating CSR into core business processes
and stakeholder management, organizations
can achieve the ultimate goal of creating both
social value and corporate value.
CORPORATE SOCIAL
RESPONSIBILITY INCLUDES
Business ethics
Community investment
Environment
Governance
Human rights
WHY SHOULD COMPANIES GET
INVOLVED IN CSR
To create a trust among the investors.
For becoming preferred choice of the
customers.
For enhancing brand value and
reputations.
Long term sustainability for
organization and society.
IMPORTANCE OF CORPORATE
SOCIAL RESPONSIBILITY
The importance of CSR has increased
with globalization as both investors &
customers have become very sensitive to
societal & environmental issues. With growing
globalization, CSR had been increasing as it
helps the business organizations to impulse
their relationship with local communities;
increase the branding of the organization &
building a good corporate image for
themselves.
Internally it is helpful to an
organization through various ways: It creates a
sense of loyalty & trust amongst the
employees in the organizational ethics. It
serves as a diversion from routine workplace
practice & gives a feeling of satisfaction to the
employees. It improves operational efficiency
of the company by increasing the efficiency of
employers resulting into increase in quality of
product & productivity. Employers feel
motivated & are more productive.
NEED FOR SOCIAL RESPONSIBILITIES
Need for Social Responsibilities some
of them are
To fulfill long run self interest.
To establish a better public image.
To avoid government regulation and
control.
To avoid misuse of natural resources.
To minimize environmental damage.
SOCIAL RESPONSIBILITY INDIAN
CONTEXT:
