Corporate social responsibility

Topics: Corporate social responsibility, Business ethics, Social responsibility Pages: 10 (6342 words) Published: October 31, 2014

Corporate Social Responsibility
Marketing strategy or integrated part of business
Table of Contents
ABSTARCT ……………………………………………………………………… 1 INTRODUCTION ……………………………………………………………….. 2 DESCRIPTION ………………………………………………………………….. 4 CASE CONTEXT ….............................................................................................. 8 METHODOLOGY …………………………………………………………….. 12 LITRATURE REVIEW……………………………………………………….. 13 OBJECTIVES AND ACTION TAKEN ………………………………………. 15 LESSONS LEARNED ………………………………………………………… 18 CONCLUSION AND RECOMMENDATIONS ……………………………... 19 Abstract

The European Commission has put forward a simpler definition of CSR as “the responsibility of enterprises for their impacts on society”. In the current scenario of a highly turbulent and a competitive market, a company thrives to be in the market place by maintaining and gaining its reputation among the stakeholders. In order to be in the market among the completion, the corporates have identified the corporate social responsibility as an way to keep them in the market as a player. Present scenario witnesses of about 80 % of the fortune 500 companies engaged in addressing their corporate social responsibility initiative in their websites with a pervasive belief that by engaging in those activities they can gain a better reputation. Csr has been viewed in 2-d manner as social cause and as a marketing toolbox. Corporate social responsibility as a social cause it is been viewed as an act that satisfies the social needs beyond the legal obligations of a firm and as a key component in the marketing tool because it responds to consumer expectations, improves corporate performance and reputation and at the same time helps worthy causes. Even though the companies incorporate the corporate social responsibility initiatives into their business strategy, to our knowledge, based on a little analysis have addressed the relative effects on increase consumer identification with the company and to gain reputation. This analysis leads to the question “CSR –A marketing tool or a state of being”. This paper is being structured to answer the question, first by identifying the difference between the CSR as a marketing tool and as a state of being followed by the companies that have engaged in both outlining the effects followed by some conclusion and prospect’s. Introduction

Corporate social responsibility is also known as corporate conscience, corporate citizenship, social performance, or sustainable responsible business/ Responsible Business. As defined by EU "A concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis. []" Business leaders around the world are beginning to realize that an efficient corporate social responsibility goal have the possibility of being more than a public relations or marketing campaign for direct stake holders but also it can have an effect on the overall efficiency and reliability of the company. The main objective of this study is to analyze the difference between using CSR as a mere marketing tool or using CSR as an integrated business strategy In the recent years few organization’s and the media have tried to capture the full corporate imagination of the corporate social responsibility, defined broadly as a company’s “Status and activities with respect to its perceived societal or, at least, stakeholder obligations (Bhattacharya and sen 2004)” [].The companies have started becoming aware of the both the normative and the business case for engaging in the corporate social responsibility. They have understood the fact that corporate social responsibility not only is “doing well” “the right thing to do,” but it also leads to “doing better” through its positive effect on key stakeholders groups []. In general it is recognized that today’s marketplace is characterized by a many products of similar quality, price and service [].Due to the ever...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Corporate Social Responsibility in Iran Essay
  • Green Computing Corporate Social Responsibility Essay
  • Corporate Social Responsibility and Starbucks Primary Stakeholders Essay
  • Ethics and Social Responsibility Essay
  • Corporate Social Reponsibility of the Tobacco Industry Essay
  • Corporate Social responsibility Essay
  • Why Has Corporate Social Responsibility Become Such a Prominent Part of the Business World Today? Essay
  • Corporate Social Responsibility (Csr) Essay

Become a StudyMode Member

Sign Up - It's Free