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CSR-Brand Building or a Social Cause? A Perceptual Study


Affiliations
1 Department of Marketing, Indira Institute of Business Management, India
 

Corporate Social Responsibility (CSR) is a form of corporate self - regulation integrated into a business model. The term "corporate social responsibility" became popular in the 1960s and has remained a term used indiscriminately by many cover legal and moral responsibility more narrowly construed.

CSR is a company's sense of responsibility towards the community and environment (both ecological and social) in which it operates. There are multiple ways for companies to express their citizenship. Some are through introducing waste and pollution reduction processes, contribution of educational and social programs, etc.

"CSR is commitment to poor not to profit" as rightly said by Mr. Manoj Bhargava, Cofounder-The Hans Foundation. In recent era, many different corporate are organizing different activities, events, etc under the flagship of CSR. Many multinational companies have forecasted CSR as brand building and further linking their corporate strategy with philanthropy.

To add on the list even Management Institutes (B Schools) are getting into the same trend and have started conducting CSR activities in their premises. It is very important to understand the reason behind conducting CSR activities. This paper talks about the perception of Students, Faculties and Top Management from the B Schools about the CSR activity conducted in the past. A big question arises is that, Are they looking for brand building or a real social cause through CSR?


Keywords

CSR in B Schools, Corporate Social Responsibility, Students Perception, Perception about CSR.
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Abstract Views: 448

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  • CSR-Brand Building or a Social Cause? A Perceptual Study

Abstract Views: 448  |  PDF Views: 250

Authors

Deepti Arora
Department of Marketing, Indira Institute of Business Management, India

Abstract


Corporate Social Responsibility (CSR) is a form of corporate self - regulation integrated into a business model. The term "corporate social responsibility" became popular in the 1960s and has remained a term used indiscriminately by many cover legal and moral responsibility more narrowly construed.

CSR is a company's sense of responsibility towards the community and environment (both ecological and social) in which it operates. There are multiple ways for companies to express their citizenship. Some are through introducing waste and pollution reduction processes, contribution of educational and social programs, etc.

"CSR is commitment to poor not to profit" as rightly said by Mr. Manoj Bhargava, Cofounder-The Hans Foundation. In recent era, many different corporate are organizing different activities, events, etc under the flagship of CSR. Many multinational companies have forecasted CSR as brand building and further linking their corporate strategy with philanthropy.

To add on the list even Management Institutes (B Schools) are getting into the same trend and have started conducting CSR activities in their premises. It is very important to understand the reason behind conducting CSR activities. This paper talks about the perception of Students, Faculties and Top Management from the B Schools about the CSR activity conducted in the past. A big question arises is that, Are they looking for brand building or a real social cause through CSR?


Keywords


CSR in B Schools, Corporate Social Responsibility, Students Perception, Perception about CSR.

References