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Corporate social responsibility Slide 1 Corporate social responsibility Slide 2 Corporate social responsibility Slide 3 Corporate social responsibility Slide 4 Corporate social responsibility Slide 5 Corporate social responsibility Slide 6 Corporate social responsibility Slide 7 Corporate social responsibility Slide 8 Corporate social responsibility Slide 9 Corporate social responsibility Slide 10 Corporate social responsibility Slide 11 Corporate social responsibility Slide 12 Corporate social responsibility Slide 13 Corporate social responsibility Slide 14 Corporate social responsibility Slide 15 Corporate social responsibility Slide 16 Corporate social responsibility Slide 17 Corporate social responsibility Slide 18 Corporate social responsibility Slide 19 Corporate social responsibility Slide 20 Corporate social responsibility Slide 21 Corporate social responsibility Slide 22 Corporate social responsibility Slide 23 Corporate social responsibility Slide 24 Corporate social responsibility Slide 25 Corporate social responsibility Slide 26 Corporate social responsibility Slide 27 Corporate social responsibility Slide 28 Corporate social responsibility Slide 29 Corporate social responsibility Slide 30 Corporate social responsibility Slide 31
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Corporate social responsibility

  1. 1. Corporate Social Responsibility Tool to create a positive brand image
  2. 2. What will we discuss • What do we mean by CSR • The great debate about CSR • CSR as a business strategy • Tools to use CSR to build trust • Effects of CSR
  3. 3. What is CSR There is no single accepted definition of CSR, which cause confusion as what exactly constitutes a CSR activity.
  4. 4. Definition 1 “Corporate Social Responsibility is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large”. World Business Council for Sustainable Development definition
  5. 5. Definition 2 “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
  6. 6. CSR is called different things Social responsibility Corporate Sustainable Citizenship business Corporate Sustainability Corporate Responsibility
  7. 7. Stake holders • Can be divided in two groups – Contractual stakeholders (Employees, suppliers, customers – has a legal relationship with the business) – Community stake holders ( Society and community at large)
  8. 8. Debate on CSR • Not all companies behave in a socially responsible manner • Two schools of thought: – Free market view: The job of business is to create wealth for share holders – CSR view: Business should be concerned with social issues
  9. 9. The case against CSR The business of business……is business. - Milton Friedman The only one responsibility of business towards society is maximization of profits to the share holders within the legal frame work and ethical custom of the country. Time, 1970
  10. 10. The case for CSR • In recent years business has been viewed as a major cause of social, environmental and economic problems. Companies are widely perceived to be perceived as prospering at the expense of the broader community……. The legitimacy of business has fallen leading to a diminished trust in business. - Michael Porter Harvard Business Review, 2010
  11. 11. 2 questions raised What is What contribution business should it make for to society
  12. 12. But both are interdependent Society needs Business business needs society Employment Create & wages demand Public assets Investment & and innovation infrastructure Profits & Legal taxes protection
  13. 13. How has CSR changed in the last decade 2000 2012 CSR is a strategic / CSR is a moral issue. profit issue. Ignoring CSR We want to do the potentially damages right thing. We want shareholder value. to invest in the Embracing it creates community. value.
  14. 14. New role for CSR In today’s world where business have become global but governments and society have remained local, companies have to bear the social responsibility for their actions.
  15. 15. CSR as a business strategy What % of global CEOs are planning to change strategies significantly in the next three years as they expect stakeholders to factor in companies' environmental and corporate responsibility practices into purchasing decisions? Source: PwC’s annual global CEO survey 2011
  16. 16. CSR as a business strategy 49% • Those that rely on consumers as a primary source of revenue 53% • Those that rely on businesses as a primary source of revenue 51% • Those that rely on governments as a primary source of revenue Source: PwC’s annual global CEO survey 2011
  17. 17. CSR as a brand aid CSR aids the building of brand equity, especially when there is a consistent commitment to CSR efforts in the long term by an organisation. One example is the company SalesForce.com who donate 1% of company profits, 1% of employee time and 1% of equity to other charities. The SalesForce.com policy also attracts a committed and high achieving team of employees. In order to build this brand equity, consumers need to have faith in the company commitment to CSR
  18. 18. CSR in practice Cause Promotion • Increasing awareness and concern for social causes Cause related marketing • Contribution to causes based on sales Corporate social • Behaviour change initiatives marketing Corporate Philanthropy • Donating directly to causes Community volunteering • Employees donating time and talent in community Socially responsible • Discretionary practices and investment to support causes business practices Source: Kotler & Lee, CSR, 2005
  19. 19. CSR in practice Cause Promotion • http://www.tesco.com/raceforlife/ • http://wildlife.dawn- Cause related marketing dish.com/en_US/savingwildlife/home.do Corporate social • http://www.drinkiq.com/en-IN/pages/home.aspx marketing • http://www.dell.com/Learn/in/en/incorp1/corp-comm/cr- Corporate Philanthropy giving-philosophy?c=in&l=en&s=corp&delphi:gr=true • http://www.hsbc.co.in/1/2/miscellaneous/about- Community volunteering hsbc/corporate-sustainability/employee-volunteering Socially responsible • http://www.lifebuoy.com/socialmission/global- business practices handwashing-day/ Source: Kotler & Lee, CSR, 2005
  20. 20. One example
  21. 21. CSR and reputation
  22. 22. Effects of CSR • According to the research carried by Cone Inc., 79% of consumers would switch to a brand associated with a good cause. • According to a study by The Economic Times, donations by listed companies grew 8% y-o-y. • As many as 108 companies donated up to 20% more than the previous year.
  23. 23. World’s most reputable companies Walt BMW SONY Disney Source: http://www.reputationinstitute.com/
  24. 24. World’s most reputable companies Daimler Apple Google Source: http://www.reputationinstitute.com/
  25. 25. World’s most reputable companies Microsoft VolksWagen Canon Source: http://www.reputationinstitute.com/
  26. 26. World’s most reputable companies LEGO Adidas Colgate Source: http://www.reputationinstitute.com/
  27. 27. World’s most reputable companies Panasonic Nike Intel Source: http://www.reputationinstitute.com/
  28. 28. World’s top ranked CSR companies Microsoft Google Disney Source: http://www.reputationinstitute.com/
  29. 29. World’s top ranked CSR companies BMW Apple Daimler Source: http://www.reputationinstitute.com/
  30. 30. World’s top ranked CSR companies Volkswagen Sony Colgate LEGO Source: http://www.reputationinstitute.com/
  31. 31. To end It takes 20 years to build a reputation. And only 5 minutes to destroy it. - Warren Buffet Thank you
  • arutibansal

    Jul. 20, 2018
  • GirishChawla8

    Mar. 12, 2017
  • TubaTasneem

    Dec. 13, 2015
  • natscracker

    Oct. 20, 2013

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