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Understanding Corporate Social Responsibility

This document discusses corporate social responsibility (CSR) and communication. It defines CSR as deliberately including public interest in corporate decision making. CSR follows a triple bottom line of people, planet and profit. Drivers of CSR include ethical consumerism, globalization, social awareness, and crises. There are two views on CSR - the shareholder view that a company's only responsibility is to shareholders, and the multiple stakeholders view that companies should treat all stakeholders with dignity. The document also discusses integrating CSR in companies through short, medium and long term plans and the functions of CSR departments. It provides examples of CSR programs from companies like Airtel, Tata Steel, and recommendations for CSR.

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Ankit Agarwal
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18 views21 pages

Understanding Corporate Social Responsibility

This document discusses corporate social responsibility (CSR) and communication. It defines CSR as deliberately including public interest in corporate decision making. CSR follows a triple bottom line of people, planet and profit. Drivers of CSR include ethical consumerism, globalization, social awareness, and crises. There are two views on CSR - the shareholder view that a company's only responsibility is to shareholders, and the multiple stakeholders view that companies should treat all stakeholders with dignity. The document also discusses integrating CSR in companies through short, medium and long term plans and the functions of CSR departments. It provides examples of CSR programs from companies like Airtel, Tata Steel, and recommendations for CSR.

Uploaded by

Ankit Agarwal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

CORPORATE SOCIAL

RESPONSIBILITY
AND
COMMUNICATION.

Group A
What is CSR?

CSR is the deliberate inclusion of public interest


into corporate decision-making.
Triple Bottom Line
CSR includes honouring of a triple bottom line :

 PEOPLE
 PLANET

 PROFIT
Pyramid of CSR
Drivers of CSR
 Ethical consumerism

 Globalization and market forces

 Social awareness and education

 Crises and their consequences


Two views of CSR

The shareholder view

 The only social responsibility of business is to


create shareholder wealth.
 Corporate management cannot decide what is
in the social interest.
 The costs of social responsibility which do not
increase the value of stock, will be passed on
to consumers.
The multiple stakeholders view

 Allcustomers and employees are treated with


dignity
 Relationships with suppliers must be based on
mutual trust.
 Belief in fair economic competition.
 Business can contribute to social reform and
honor human rights.
Integration of CSR in companies

 Short Term Plan

 The role of the CEO

 CSR Officer

 CSR position Statement

 Awareness Creation: Measurements and rewards

 CSR audit and reports


Integration of CSR in companies

 Medium Term Plan

 Stakeholder involvement

 Manage the message

 Corporate governance
Functions of CSR Department

 Human resources

 Risk management

 Brand differentiation
CSR and Brands

 Positive Brand Building


 The Body Shop

 Brand Insurance
 Nike

 Crisis Management
 Johnson & Johnson
Aspects of CSR
 To reduce the negative effects caused by its products and
processes on the environment,
 Positive steps a company takes using its resources and core
competence for the benefit of society.

 Companies that have got a Level 4 rating are:


 Airtel

 HDFC

 Infosys Technologies,

 Moser Baer

 TCS

 Tata Steel
AIRTEL
 Bharti (Airtel) has been a
pioneering force in the
Telecom Sector.

 Airtel comes to you from


Bharti Airtel Limited,
India’s largest integrated
and the first private
telecom services provider
with a footprint in all the
23 telecom circles.
Overview of Airtel’s CSR
At Bharti, CSR is a way of life.

Corporate Social Responsibility (CSR) in Bharti encompasses


much more than only social outreach programs.

Airtel practices CSR beliefs and commitments through a three-


pronged approach:
Engaging with stakeholders
Ensuring stakeholder sensitive policies and practices
Undertaking programs for our employees, community and

environment
Employees
 Being recognized as among the Best Employers in the
Country

 Follows an “open door policy” to approach the management

 ensures transparency

 HR policies

 Self development opportunities


Environment
 Buildings recycle
waste water

 Energy efficient

 BMS

 Concept of energy
wheel
CSR Initiatives
 Bharti Airtel’s response to Tsunami Disaster

 Bharti Airtel during Mumbai Floods

 Bharti Airtel’s response to Kashmir earthquake

 Other initiatives of Bharti Airtel


TATA STEEL

 CSR activities:
 Sharing Wealth to Diminish Disparities
 Free medical aid in 1915.
 Education.
 Income generation for tribals.

 Ongoing Programmes
 Mother and Infant Survival Programme Population Stabilization
 Project "WATSAN" for Water and Sanitation Free Health Checkups
for Women at Surya Clinics
 Pioneer in Family Initiatives and HIV/AIDS Awareness Ringing the
first alarm bell for Population Control
Major CSR Blunders
 British Petroleum

 Enron Corporation

 Union Carbide
There are 3 recommendations flowing from the
premise that 'every company must do CSR’,

1) A company must spend a minimum of 0.2% of annual sales


on CSR

2) A company must publish its CSR activities in the annual


report, or in a separate Sustainability Report

3) International guidelines for Environment, Health and


Safety as well as for industry-specific processes exist, and a
company must adopt these along with using its core
competence for CSR, and must link CSR to its physical
location and reach.
THANK YOU
Group A
 Ankit Agarwal 121

 Gautam Modi 131


 Anish Bhatnagar 142

 Moinuddin Sachidina 152

 Siddhi Kanakia 163


 Preet Sanghvi 173

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