Corporate Social Responsibility- Indian Perspective

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ABSTRACT

"THE FIRST CONCERN OF A COMPANY IS THE HAPPINESS TO PEOPLE CONNECTED TO IT."

The modern scenario is no longer based upon the ethics of past, the competitive revolution among the organizations has changed the perception of employees. The technology savvy producers have kept many welfare options infront of the employees, which have attracted employees to work and to adopt the culture. The options which got created by the employees or by the organizations set a benchmark infront of them to practice the similar for all other organizations. Government and different Government bodies discovered the reliable ways by keeping the welfare aspect as the motivation factor. In other terms if we say then, the concept of corporate social responsibility is not new to Indian companies. Corporate social Responsibility activities have their advantages. The benefits are in terms of building a positive image and encouraging social involvement of employees, which in turn develops a sense of loyalty for the organization. The companies have understood that the retention of market depends upon productivity, goodwill, quality of their product, which can be expected from the people associated to them. This whole project-"The first concern of a company is the happiness to people connected to it" explains clearly about the major concern related to people of the organization, future challenges, corporate insight and corporate involvement in a community. The related subtopics collected and analysed from various sources provides a clear concept about the organizational concern for their people. The sub topic corporate scrutiny brought out the major understanding for the people from the corporate aspect which can help to understand clearly about the importance in this competitive scenario.

INTRODUCTION:

Business is facing challenging times world-wide. Management of business has progressed rapidly in last 50 years. It has now thoroughly matured to higher levels of performance. The present age is a money-dominated age. Every one is running after money. Business enterprises are coming up with new strategies to earn more and more profits. Economists are bringing new philosophies to enhance prosperity. Today the efforts and energy of the world is being spent on increasing the organizational wealth. Increased competition and commercial pressure are combining with rising regulatory standards and consumer demand to create a whole new playing field for business. Traditional expectations of business are also changing. It is no longer enough to simply employ people, make a profit and pay taxes. The entities with maximum wealth are the most powerful in the present era and capable of safe guarding their economic interests leading to the gap between rich and poor widening. It is leading to a complex situation, where some people try to find out unfair means to quickly fill this gap. It gives rise to unrest in the human mind and quickly erodes the feeling of satisfaction and happiness. Quality expert Kaoru Ishikawa emphasizes on the role of company to keep its employees happy by stating, ''the first concern of a company is the happiness of the people connected to it. If the people do not feel happy, . . . that company does not deserve to exist'' (Ishikawa, 1985)1.

Companies no more consider human capital as commodity but as an asset. In the age of globalization, corporations and business enterprises are no longer confined to the traditional boundaries of the nation-state. One of the key characteristics of globalization is the spread of the market and the change in the mode of production. The centralized mode of production has given way to a highly decentralized mode of production spread across the world. In the last 20 years, multinational corporations have played a key role in defining markets and influencing the behavior of a large number of consumers. The rules of corporate governance have changed too. And there has been a range of reactions to...
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