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Abstract:
In the world of business, the main responsibility for corporations has historically been to
maximize profit and increase shareholder value. In other words, corporate financial
responsibility has been the sole bottom line of success. With an era of globalization the
economies of business has changed from corporate centric to the consumer centric, where the
consumers perception for a product, service, concept or an organization is most concerned.
Business being an integral part of the society, which influences and influenced by the society,
cannot ignore the importance of society. In the last few decades this wind of transformation
gave birth to a broader corporate responsibilitiesfor the environment, for local communities,
for working conditions, and for ethical practiceshas gathered momentum and taken hold.
This new driving force is known as corporate social responsibility (CSR). This consists of
wide range of activities and programs, which involves looking at how to improve social,
environmental and economical impacts of business. CSR plays a vital role in the sustainable
business strategy, which emphasizes on how to maximize the utility of resources with
minimum consumption, exploration of resources without exploitation and maintain surplus
balance of resources for future generations. In this context, it is noteworthy to mention that
The Brundt land Report (1987) says "Sustainable development is development that meets the
needs of the present without compromising the ability of future generations to meet their own
needs. It contains within it two key concepts:
The concept of needs, in particular the essential needs of the world's poor, to which
overriding priority should be given
The idea of limitations imposed by the state of technology and social organization on the
environment's ability to meet present and future needs."
In this present paper the researcher tries to analyze, evaluate and describe the role of
corporate social responsibility in sustainable development amongst the private and public
sectors, with reference to the Iron & steel and automobile manufacturing industry in India in
a multi dimensional analysis.
Introduction:
Perhaps Globalization has been in the existence since 2000 BC, as trading was in practice
between Indus Valley Civilization and the Mesopotamian Civilization. Globalization is the
process of international integration arising from the interchange and interaction of different
ideas, products, services and other aspects of economies of the present world. Developments
in transportation and telecommunications infrastructure, including the evolution of Internet,
are major factors of globalization which made the world global village. Further
interdependency of economic and cultural activities has become a reality. if globalization is
the major effect of evolution, then sustainability is its one of the major side effects and CSR
is most vital element of this sustainability. Sustainability is a multileveled strategy, which
could be at individual / organizational / regional / national / international strategy. By
Channel News Asia the sustainability is evaluated as ESG Report, which is on the basis of
three parameters i.e. economic, social, governance which carries different weights as per the
industry type or sector. But irrespective of high need of CSR investment, the amount spent on
CSR is below 1% of PAT. From 1st April 2014-under section 135 in the companies act govt.
has enrolled compulsory investment on CSR activities not less than 2% of last three years
annual average net profit for certain industries, these are Date: w.e.f 1st April 2014, Section
135(1) of companies act 2013 mandates the CSR expenditure shall not be less than 2% of
PAT for companies having
Net worth Rs. 500 crore, or Turnover of Rs. 1000 crore, or Net profit of Rs. 5 crore
constantly in last three years. Even in future the Govt. is in plan to add this CSR amount with
its annual union budget. Now companies also believe in win - win strategy, which make them
increase the level of competitiveness along with environmental (environmental, social,
governance) quality.
Summary:
In this present world of sociocentric economies, people look at the corporate world how and
what it is doing for wellbeing of the society. Hence corporate social responsibility is just not
contributing to the society as per its interest and convenience but what the society expects
from it. So the amount of fund invested on CSR activities is decided as per the need for
wellbeing of the economy, environment, society and governance.
The author assumes that the private sectors are profit oriented hence expected to have less
CSR activities.
In contrast the public sectors are governed by Government policies, hence expected to have
more investment on CSR activities. The purpose of this research is to analyze whether the
investments in CSR activities is more with public sectors or the private sector in reality.
Further the study aims to understand and establish the relationship between the type of
business sector and their CSR with their sustainability. In order to find out the linkage the
researcher considered the data available about the quantum of CSR fund to the Profit After
Tax (PAT) and their sustainability of 18 major private and public sector companies.
The data is taken from The Economic Times Corporate Dossier, in league with Future Scope
and IIM-Udaipur, presented the list of companies with best programmes for CSR.
SOCIETY NATURE
ECONOMY COMMUNITY
PEOPLE
NATURE (earth, bio diversity, eco system), PEOPLE (survival, life expectancy, education,
opportunity)
COMMUNITY (culture groups, places), ECONOMY (wealth productive sector,
consumption),
SOCIETY (institution, social capital, states, regions)
It is a three-legged tool of people, planet, and profit, CSR is often described as the corporate
triple bottom linethe totality of the financial, social, and environmental performance in
conducting its business.
PHILATHROPIC
ETHICAL
LEGAL
ECONOMIC
1. Economic Responsibilities:
Historically business organizations were created as economic entities designed to provide
goods and services to societal members. The profit motive was the primary motive of the
business, but it is also the basic economic unit in our society.
2. Legal Responsibilities:
Society has not only sanctioned business to operate according to the profit motive but also the
business is expected to comply with the laws and regulations promulgated by federal, state,
and local governments as the ground rules under which business must operate.
3. Ethical Responsibilities:
Although economic and legal responsibilities embody ethical norms about fairness and
justice, ethical responsibilities embrace those activities and practices that are expected or
prohibited by societal members even though they are not codified into law. For example, the
environmental, civil rights, and consumer movements reflected basic alterations in societal
values and thus may be seen as ethical bellwethers foreshadowing and resulting in the later
legislation.
4. Philanthropic Responsibilities:
Philanthropy is those corporate actions that are in response to societys expectation that
businesses be good corporate citizens. This includes actively engaging in acts or programs to
promote human welfare or goodwill. E.g. business contributions to financial resources or
executive time, such as contributions to the arts, education, or the community.
Fig: 1
20
SUSTAINABILITY
15
10
0
NORMAL SAIL TATA STEEL
SUSTAINABILITY 20 13 20
CSR 2 1.5 3.37
The above graph represents the relationship between companys sustainability in response to
its investment on Corporate Social Responsibility (CSR) activities out of Profit After Tax
(PAT) of the major Iron and Steel companies of both private and public sectors.
Here first column represents the Normal conditions where the governments general rule to
invest on CSR activities is 2% of PAT and sustainability is given as 20 which is regarded as
100%.
Second column represents the statistics of STEEL AUTHORITY OF INDIA LIMITED,
where the investment on CSR activities is 1.5% of PAT and respective sustainability is 13 i.e.
65%.
Fig.2
25
CSR VS SUSTAINABILITYT OF MAJOR AUTOMOBILE COMPANIES
20
SUSTANABILITY
15
10
0
NORMAL TATA MAHINDRA MARUTI
CSR% 2 6.36 1 0.79
SUS 20 20 20 13
The above graph represents the relationship between companys sustainability in response to
its investment on Corporate Social Responsibility (CSR) activities out of Profit After Tax
(PAT) of the major three automobile manufacturers of India.
Here first column represents the Normal conditions where the governments general rule to
invest on CSR activities is 2% of PAT and sustainability is given as 20 which is regarded as
100%.
Second column represents the statistics of TATA Motors, where the investment on CSR
activities is 6.36 % of Profit After Tax (PAT) and respective sustainability is 20 i.e. 100%.
Third column represents the statistics of MAHINDRA & MAHINDRA, where the investment
on CSR activities is 1% of PAT and the respective sustainability is 20 i.e. 100%.
Fourth column represents the statistics of MARUTI UDYOG LIMITED, where the
investment on CSR activities is .79% of PAT and the respective sustainability is 13 i.e. 65%.
MAJOR FINDINGS:
With reference to the above two figures (figure 1 and figure 2) and the Score card table the
researcher has got some new facts as contrast to his assumptions.
The Score Card table gives a clear expression that the private sector companies are placed at
higher rankings in the terms of different socio-economic parameters and carries higher
overall scores as compare to the private sector companies.
A matrix of CSR and its Sustainability is depicted in the line of BCG matrix of
corporate strategy.
SUSTAINABILITY
LOW HIGH
HIGH WORRIED AGGRESSIVE
CONSERVATIVE SMART
CSR%
e.g. Maruti Suzuki e.g. Mahindra & Mahindra
The above picture shows that there are four types of CSR and sustainability strategies a
company normally follows. These are as follows
a. AGGRESSIVE: is one which invests a high amount on CSR and achieve a high
sustainability.
b. CONSERVATIVE: is one which invests a low amount on CSR and achieve a low
sustainability.
c. SMART: is one which invests a low amount on CSR and achieve a high
sustainability.
d. WORRIED: is one which invests a high amount on CSR still achieves a low
sustainability.
Conclusion:
According to the need of the time and in their own long run interest realized the importance
of CSR and most of the companies has transformed from their traditional self centered
thought to socio economic approaches. They have accepted that business is not just for
making money and this is evident through their involvement in various community
developmental activities. Many Business firms had realized the importance of using business
ethics as a tool for retaining customers and increasing its market share by taking up the
initiatives of CSR. They have also taken for providing a clean environment for the society.
Also some companies started using the CSR as a strategy, which aims at mutual development
of company and the community simultaneously, for a more reliable and long term sustainable
development of business.
Recommendation for further research;
The researcher tried to analyze the relation between CSR and Sustainability, taking two
sectors i.e. steel and automobile, but the whole economy is not confined to these two
industries. There is a much scope to do research on Software and IT (service) sector, which
contribute to the major part of economy (GDP).
And also due to lack of transparency by different organizations, it is difficult to analyze the
reality of actual and proper use of CSR fund.
Reports:
1. A new era in sustainable development, an iied briefing by The International Institute for
Environment and Development
2. Adams, W.M. (2006). "The Future of Sustainability: Re-thinking Environment and
Development in the Twenty-first
Century."Report of the IUCN Renowned Thinkers Meeting.
3. Hoessle, Ulrike: Ten Steps toward a Sustainable Business (=Walla Walla Solutions Series
1). Seattle 2013.
4. Kates, R., Parris, T. & Leiserowitz, A. Harvard (2005). "What is Sustainable
Development?
5. United Nations General Assembly (2005). 2005 World Summit Outcome, Resolution.
6. UN General Assemblys Open Working Group proposes sustainable development goals
(press release).
(1987) Report of the World Commission on Environment and Development: Our Common
Future.
7. W.M. Adams. The Future of Sustainability: Re-thinking Environment and Development in
the Twenty-first Century.
Websites:
http://www.iisd.org/sd/ http://www.nrdc.org/policy/reports.asp
https://www.dmoz.org/Science/Environment/Susta http://onlinemba.neu.edu/evolution-of-
inability sustainability
https://sustainabledevelopment.un.org/ http://papers.ssrn.com/sol3/papers
http://iosrjournals.org/ http://aom.org/journals/
http:/www./iied.org http://web.usm.my/aamj/
http://sustainabledevelopment.un.org/focussdgs.ht http://www.myjurnal.my/public/browse
ml -journal
http://www.csr-asia.com/CNA-Sustainability- http://www.bschool.cuhk.edu.hk/asia-
Ranking.php aom/welcome.html
http://wikipedia.org http://www.journals.elsevier.com
http://www.ontheneweconomy.com http://www.ontheneweconomy.com/res
ources/
Books:
1. Bhattacharya, C.B Sen, Sankar; Korschun, Daniel (2011). Leveraging Corporate Social
Responsibility: The
Stakeholder Route to Business and Social Value. Cambridge: UK: Cambridge University
Press:
2. Fundamentals of Sustainable Business: A Guide for the Next 100 Years Hardcover by
Matthew Tueth
3. Sustainable Business: An Executive's Primer, By-Nancy Landrum and Sandra Edward.
4. International Social Entrepreneurship: Pathways to Personal and Corporate Impact, By-
Joseph Mark Munoz.