Challenges before Corporate Social Responsibility in the

Global Markets.

* Pavnesh Kumar & *Nupur Rastogi

Abstarct

The current trend of globalization has brought a realisation among the firms that in order
to compete effectively in a competitive environment; they need clearly defined business
practises with a sound focus on the public interest in the markets . People are the greatest
assets for a company so it becomes essential to incorporate CSR initiatives at workplace
in the form of good human resource practices.In the current paper various areas affected
by CSR are discussed which include, environment ,trade unions, market place workplace
community etc. the special focus is on different types of challenges faced by Corporate
Social Responsibility. World Business Council for Sustainable Development has also
made ceretain recommendations and studies which have been of greaat value in
developing CSR initiatives.

Corporate Social Responsibility.

Defining Corporate social responsibility.

World Business Council for Sustainable Development defines Corporate social
responsibility. (CSR) as
“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.”

The European Commission advocates CSR as “Being socially responsible means not only
fulfilling legal expectations, but also going beyond compliance and investing more into
human capital, the environment and relations with stakeholders.”

A variety of terms are used - sometimes interchangeably -- to talk about corporate social
responsibility (CSR): business ethics, corporate citizenship, corporate accountability,
sustainability. BSR defines corporate social responsibility as “achieving commercial
success in ways that honor ethical values and respect people, communities, and the
natural environment.”
We also say that CSR means addressing the legal, ethical, commercial and other
expectations society has for business, and making decisions that fairly balance the claims
of all key stakeholders. In its simplest terms it is: “what you do, how you do it, and when
and what you say.”

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In this sense, CSR is viewed as a comprehensive set of policies, practices and programs
that are integrated into business operations, supply chains, and decision-making processes
throughout the company -- wherever the company does business -- and includes
responsibility for current and past actions as well as future impacts. The issues that
represent a company’s CSR focus vary by business, by size, by sector and even by
geographic region. In its broadest categories, CSR typically includes issues related to:
business ethics, community investment, environment, governance, human rights,
marketplace and workplace.
Corporate social responsibility, when addressed comprehensively, can deliver the greatest
benefits to a company and its stakeholders when integrated with business strategy and
operations

Eg
Columbia.

Different kinds of social engagement by Colombian businesses are exemplary in the

Latin American context for the quality of their management and for their results. The
characteristics of these initiatives has allowed organizations supported by the private
sector to work with international financial institutions for a number of decades and has
led, among other things, to transparency and accountability in their processes and
therefore has made them examples among the international community.
To deepen the impact of social initiatives of the private sector requires the strategic
participation of business leaders as well as greater consciousness of the results. Financial
assistance is a minimal part of potential contributions; the greatest leverage is achieved
when knowledge, competencies and business logistics are made available to social
causes.
The contributions of the private sector in the construction of Colombian society are not
only seen in direct interventions, but also include very particular ways of financing state
programs and channeling investments through nonprofit organizations.

According to James E. Austin, Snider Professor of Business Administration,

( Harvard Business School )
Colombia has a long and rich history of business engagement with social issues. A salient
and continuing characteristic has been businesses' capacity to innovate. There is
considerable diversity of experiences. Pioneering social experiments by businesses in
various key problem areas have led to their subsequent adoption as important national
policies implemented countrywide. There is no doubt that the business sector has been an
important architect in helping construct Colombia's social strategy along with its
traditional role in the economic realm.

During the first half of the last century, certain companies and factories held child-care
on their properties for the young children of some of their working mothers.

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Another is an example of a State program which the private sector promoted is the
technical and vocational training of the Servicio Nacional de Aprendizaje-SENA
(National Learning Service). This program is also financed by a payroll tax on
companies. These are payroll taxes that are imposed for a specific destination and are not
considered as part of the national budget. Administration and the amount is not dependant
on the income of the company. In Colombia these taxes finance the SENA, the ICBF and
the Family Compensation Funds, and funds for transportation, coffee and rice cultivation.

In Colombia, businesses direct their social initiatives towards different stakeholders and
develop them in various regions. Initiatives may be directed at groups with a direct
relationship to the company, to outlying communities and, on occasion, to particular
communities in society at large
Challlangeds Columbia

Some challenges that must be faced in an agenda that seeks to deepen CSR in Colombia
are

 To create and strengthen institutions of research, promotion, coordination,

consulting and diffusion of CSR in Colombia so that the learning curve is
accelerated for companies that develop programs relevant in this field. Different
types of institutions including associations of business foundations, centers that
promote CSR, universities and communications media, could work
complementarily in these areas. Business leadership is fundamental to give
impetus for this institutionalization.
 To develop a package of incentives which promote the following: Government:
support the development of CSR programs, tax incentives, public recognition
(contests, for example) and information for responsible consumerism.
Communications Media: free visibility for socially responsible businesses and
formation of responsible consumers.Civil Society Organizations: the possibility to
form alliances with business, promote responsible consumerism, and support the
diffusion of the Technical Guide to CSR elaborated by many brought together,
since 2003, by the Colombian Institute of Technical Norms and Certification
(ICONTEC).

Social Responsibilities of Business

One of the most revolutionary changes in capitalism over the last 50 years has been the
development of “conscience”. Private business, which is the hard core of this economic
system has realized and has been made to realize by several social, economic and
political forces, that has social obligations to fulfil, besides ensuring its own existence
through profitable activity. There is no denying the fact that part of this realization is not
genuine and takes the form of mere lip service, which is thought necessary to ensure the
survival of private enterprise. But it cannot be denied also that private business does
partly realize and recognize the hard reality that a privately owned firm cannot meet the
challenge of socialism and allied doctrines unless it sets its house in order changes its
outlook and is prepared to play its legitimate role as an organ of society. It will be useful
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here to go into some of the forces and factors, which have persuaded businessman to
consider their responsibilities and the conditions, which were favourable to the
development of business concern with social responsibilities. Some of the more
important among them are:
(a) The threat of public regulation of private ownership;
(b) The pressure of the labour movement;
(c) The development of moral values and social standards applicable to
businessmen;
(d) The development of business education and contacts with the government and
its problems;
(e) Recognition of human factors contributing to the long-term interests of
business;
(f) The development of a professional managerial class with a different
motivation and point of view due to the separation of ownership from
management in the corporate enterprise;
(g) The change in public opinion about the role of business in modern society;
(h) The increased complexity of the decision making processes in which many
persons participate and in which various points of view and diverse interests
are expressed.

While there is no denying the fact that business is an economic performance it is also true
that business is an organ of society and as such it must justify its continuance by fulfilling
its role and responsibilities to society. One may even go to the extent of asserting that a
business enterprise is a trust of the community, which must discharge its obligations
towards the various sections of the community. Some of the specific responsibilities of
business may be outlined as under:

(i) The Enterprise and the Shareholders

In the first place, corporate business must provide a fair return on capital to shareholders
and must provide them with regular, accurate and full information about the working of
the enterprise. The shareholders should also meet their obligations by evincing keen
interest in company affairs.

(ii) The Enterprise and the workers

It is the responsibility of the management to provide opportunities to the workers for
meaningful work. Also, the management of a business should try to win the cooperation
of the workers by creating the right conditions in the enterprise. The business enterprise
owes it to the workers to provide recognition to the workers union accept the workers
right to associate and to help them to develop their own leadership in the unions through
education. Social security, profit sharing, fair promotions proper grievance settlement and
employee welfare are some of the other well recognized responsibilities of business firms
to their employees.

(iii) The enterprise and the consumers

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a business enterprise has the responsibility of providing the goods and other services
needed by the community at the most reasonable possible prices. It must guard against
adulteration, poor quality, lack of service and courtesy to customers, misleading and
dishonest advertising, etc. The consumers also need protection against monopoly and
restrictive trade practices. Such protection can be provided best if business learns to play
its part with fairness and liberalism.

(iv) The Enterprise and the community

An enterprise must respect the law and pay taxes regularly and honestly. It must behave
as a good citizen and take care to avoid bad effluents, smoky chimneys, ugly buildings,
and devote attention to housing and worker’s living conditions. It has the responsibility of
maintaining proper relations with the community through the press and its meetings.

Emerging Issues in Corporate Social Responsibility .

It is very much understandable that corporate social responsibility is a peripheral issue for
any business. Customer satisfaction is where it begins and the bottom line is where it
ends. It is a myth to think that customer satisfaction is only about price and service. there
are important changes that are taking place worldwide.

Marketplace

What are the risk factors connected to the product that is manufactured ? Which are the
stakeholders about to boycott the company because of the service it provide? Just what
is the impact on society of the business, and how does the company future-proof what it
intends to do to go with the emerging trends rather than be caught out by them.

Workplace

The people are the greatest asset . It is also important to treat them like a great asset. Do
not ever erect barriers to their development based on prejudice Nurture their pride in the
company or simply burn their energy in every waking moment as they plan to migrate to
organization’s more family-friendly competitor.
CSR and HR
HR has a role in demonstrating the benefits of workplace practices that both reflect CSR
and at the same time, contribute to organisational efficiency and success. In order to do
this, HR needs to be familiar with the latest research on work practices and employee
performance and also the language of business. It requires HR to integrate CSR initiatives
through its roles as business partner, employee champion, administrative expert and
change agent. It also requires HR to be an organisational advocate in the community and
with other external stakeholders.

CSR provides HR with opportunities. It provides a further opportunity to contribute to

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business success and employee satisfaction and performance. It also provides additional
opportunities to contribute to community wellbeing.
CSR can be successfully implemented in an organization through precise management of
its own work force. The internal dimension of CSR includes elements like providing an
environment for life long learning for employees, employee empowerment, better
information flow, improving the balance between work, family, and leisure, diversified
work force, profit sharing and share ownership schemes, concern for employability as
well as job security among others. Active follow up and management of employees who
are off work due to disabilities or injuries have also been shown to result in cost savings
for the companies. Moulding of recruitment policies to include people from ethnic
minorities, older workers, women and the long-term unemployed would be a significant
step forward to incorporating CSR practices in Human Resources Management.

Trade unions
The following considers some of the challenges and opportunities for workers and
their trade unions The experience of workers and their trade unions is that, in the
end, their rights and interests are advanced or protected only through the proper
application of good laws and regulations or through their own self-organization for
such purposes as collective bargaining. Trade unionists know that paternalism is
no substitute for the proper role of government. Their experience is that regulatory
frameworks are needed to ensure that business activities are socially responsible.
The challenge for trade unionists is to prevent CSR from becoming a substitute
for the proper role of governments and trade unions. The opportunity for trade
unionists is to use CSR as a way of promoting a culture of legal compliance and
respect for standards as well as to promote good industrial relations and respect for
the role of trade unions.

Trade unionists have much experience in such approaches. They recognize both
common and competing interests with their employer. It should Trade unionists
recognize an interest in the sustainability of their employers, they also understand
that this kind of sustainability is not the same as is meant by “sustainable
development” in terms of society and the environment . It is now clear that many
CSR activities are having a substitute effect for the role of government and are
also substituting for genuine dialogue.
CSR and ILO
The ILO has much to contribute to the debate over the social responsibili
ties of business and to the CSR phenomenon. The most important contributions
that the ILO could make concern standards and standard-setting, as well as so-
cial dialogue and tripartite consultation. Thechallanges for the ILO will be to
resist adopting a management system approach to CSR and to protect its leading
and central role as a standard-setting organization for the world of work.

CSR and Government.

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The greater problem, however, may lie with the use of CSR by governments at the
international level. Governments seek to balance, on the one hand, their own binding
obligations with respect to property rights in trade and investment agreements with, on
the other hand, urging voluntary actions by business to respect human rights .There is
growing recognition in many countries, as well as internationally, that certain
frameworks meant to hold business accountable are inadequate. Some of the most
important of these frameworks have received international attention and are the subject of
international standards.
They include corporate governance, ac-counting and reporting as well as bribery
and corruption.

Government faces two connected but separate challenges in promoting CSR - certainly to
increase the sheer number of businesses engaged in CSR, but also to deepen that
engagement with CSR - into being something which inform all business activities instead
of simply being an afterthought or an add on to the businesses activities.

Community

If a company think that it has a divine right to operate as a business, it’s local
community may soon disabuse it of that notion. If you don't invest in the community, it
may not provide you with the suppliers, or the educated staff you need to operate. If you
don't build a positive relationship with the community, it may not be so supportive when
you need to expand.

Environment

The importance of this aspect of CSR cannot be overemphasised. Optimization of

resource utilization and reducing environmentally damaging effluents can reduce the
environmental impact. This will also enable the firms to affect significant cost savings in
energy bills and pollution costs. Many firms in emerging markets have had to face
serious repercussions from the state and society for over exploitation of natural resources
and disregard for environmental safety measures. Studies by Consultancy
and Research for Environmental Management on practises of Dutch multinational
companies in India (2004) highlight the importance attached by the companies to
maintenance of environmental standards. Many multinational companies are realizing to
their cost that early compliance with accepted standards will provide strategic
advantages in the long run even though cost inefficient in the near future.

Corporate Social Responsibility – “NTPC Case”

“It must know that all those wealth does not belong to me; what belongs to me is the
right to an honourable livelihood ………. The rest of my wealth belongs to the community
and must be used for the welfare of the community.”
- Mahatama Gandhi

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In times of disasters – natural or manmade – big industrialists, business leaders doing out
handsome amounts to some charitable organization, so called Corporate Philanthropy has
existed for quite some time. In the Indian context, this concept is age old and is imbibed
in our national heritage since time immemorial. It is said in Shantiparv Mahabharat that
doing good for the society in effect is the prime responsibility of the Kings / Elite class.

Corporate social responsibility in the present context means that the organization must be
aware of the responsibilities to the community and fulfill those responsibilities. It implies
that the focus of organization should not be limited to increasing shareholders value but
should be widened to take care of the needs of various other stakeholders of the company
to create long term value and for sustainable development. These stakeholders include
employees, community, local government, customers, shareholders etc.

Various constituents of the society contribute to an organisation’s creation, survival and

growth. Therefore, the business organization must discharge its obligations towards
society and justify its continuance by fulfilling its responsibilities to society.

The involvement of corporate in social and environmental issues can have an immensely
positive impact and contribute to the larger goals on sustainable development which is
vital for the nation as well the planet. As per recent World Business Council for
Sustainable Development Report, those fortune 500 companies which did not care for
CSR did not survive over a long period of time.

NTPC – Experience
NTPC has been a socially committed organization since its inception and has adopted a
systematic and visionary approach to address the issue of CSR. NTPC’s mission
statement includes –
“To be a responsible corporate citizen with thrust on environmental protection,
rehabilitation and asset utilization.”

NTPC has also formally expressed its support to global compact – a U.N, in------ for
encouraging and promoting good corporate practices and learning experiences in the
areas of human rights, labour and environment.

NTPC has a comprehensive Human Resource Policy, covering recruitment, welfare,

recreation, training and development, career growth, rewards and recognition, medical
facilities and social welfare. Besides this there is policy for project affected persons and
community development. NTPC also contributes generously towards the various relief
funds in times of calamities such as Earthquakes in Gujrat, kargil War etc. They also sent
teams of doctors, engineers to provide medical assistance and undertaking restoration
works on such occasions –
 NTPC was conferred prestigious Platoo Business Week Global Energy Award
2002 for community development programme of the year in recognition of its
efforts made during earthquake in Gujrat.
 It is also committed to the protection of environment Centre for Power Efficiency
and Environment Protection (CENPEEP) has been established in NTPC.
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  In recognition of its CSR efforts, NTPC was conferred with the prestigious JCC-
UNEP World Summit Award on Sustainable Development Partnerships.

Based on NTPC’s experience some of the following action points can be considered for
implementation by the corporate world.
 Make social corporate citizenship a core corporate value in an organization
 Have a clear resource allocation for CSR
 Evolve a community initiative strategy
 Search for, identify and build partnerships with suitable partners
 Provide not only funds but managerial skills, systems and training
 Involve employees and families in implementing CSR programmes.

CSR in emerging markets-

The business environment has undergone vast changes in the recent years in terms of
both the nature of competition and the wave of globalization that has been sweeping
across markets. Companies are expanding their boundaries from the country of their
origin to the evolving markets in the developing countries which have been sometimes
referred to as emerging markets.

The term ‘emerging market’ was originally coined by IFC to describe a fairly narrow list
of middle-to-higher income economies among the developing countries, with stock
markets in which foreigners could buy securities. The term’s meaning has since
been expanded to include more or less all developing countries.

The evolution of CSR in these developing economies shows widely varying results.
Chambers, Chapple, Moon and Sullivan (2003) evaluate the extent of CSR penetration in
seven Asian countries (India, Indonesia, Malaysia, the Philippines, Singapore, South
Korea and Thailand). Many researchers have hypothesized that CSR in emerging
economies is still in a very nascent stage and suitable mechanisms do not exist to ensure
that companies practise CSR with anything other than a charitable outlook .

According to Kemp(2001) –
“There are numerous obstacles to achieving corporate responsibility , particularly in
many developing countries where the institutions, standards and appeals system, which
give life to CSR in North America and Europe, are relatively weak.”

Chambers, Chapple, Moon and Sullivan (2003) measure the extent of CSR penetration
in the seven Asian companies and show that the mean value for the seven countries(even
including industrially advanced Japan) is just 41% compared to say a score of 98% for a
developed nation like the United Kingdom. However, there are exceptions to the mean
scores. India for example had an average CSR penetration of 72% compared to
Indonesia’s 24%. The concept of CSR as visualized in the emerging markets and the
developed countries have very different understanding.

As compared with the developed countries like US, CSR in developing countries is seen
as part of corporate philanthropy where corporations augment the social development to
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support the initiatives of the government. However in the US it is seen as a strategic tool
which helps the organizations to have a legitimate existence in the society. CSR is
considered inbuilt in the business existence of the traditional firms in the emerging
markets like India.However, trends in this regard are heartening with companies trying to
establish strategic alliances with the state and the civil society thus establishing the
presence of CSR as an institution in these markets.
As companies start to embrace CSR practices to a greater extent, it leads to changes in
production processes so that all environmental and societal norms are also satisfied even
thought they may not contribute to the profit maximizing objective of the firm. This will
mean that human rights agreements are also upheld taking into account the rights of the
localcommunities. CSR also leads to evolution of employee relations in the company in
such a way that employees become major stakeholders with definite decision making
powers especially in the area of formulation of CSR policy.

Amnesty International states:

“ Companies have a direct responsibility to ensure the protection of human rights in their
own operations. They also have a responsibility to use their influence to mitigate the
violation of human rights by governments, the forces of law and order or opposition
groups in the countries in which they operate.”

Important Issues before Companies.

 In the context of emerging markets, operations of companies should not impinge

on the land rights of the local community. In particular, the company needs to
make sure that people are not forcibly removed from their homes and their
livelihoods are not endangered. There is the growing need to develop proper
consultative processes withlocal groups protesting against projects or operations
in which they are involved.

 The increase in competition among the multinational companies to gain first

mover advantage in various developing countries by establishing goodwill
relationships with both the state and the civil society is ample testimony to this
transformation. In most of the emerging markets, the state still holds the key to
business success. The state with its duty of protecting the interests of the general
public would naturally be inclined to give preference to companies which take
care of the interests of all the stakeholders.

 Emerging markets have been identified as a source of immense talent with the
rising levels of education. For example, the expertise of India in churning out
software professionals.

 It is to be noticed that several observations have revealed that consumers

consider switching to another company's products and services, speak out against
the company to family/friends, refuse to invest in that company's stock, refuse to
work at the company and boycott the company's products and services in case of
negative corporate citizenship behaviors .
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  Firms all over the world are beginning to grasp the importance of intangible
assets, be it brand name or employee morale. Only firms that have gained the
goodwill of the general public and are ideal corporate citizens will be to develop
these intangible assets into strategic advantages.

Violation of CSR principles- Case of Coca Cola in India:

The high degree of public protests against the Coca Cola plant in Plachimada, Kerala,
India got international attention and also led to government intervention for closure of the
plant. The plant at Plachimada was alleged to have exploited the ground water
resources leading to drying up of wells and other natural water resources in the area.
The entire region which was a thriving agricultural land had to rely on water supplied by
tankers. Coca Cola was drawing 1.5 million liters/day from the common groundwater
resource. However due to inherent water scarcity the company is able to extract only
800,000 liters from the bore wells. The company drew water from the nearby villages to
compensate for the lack of availability.
The Coca Cola company had to deal with protests from the local community and
supporting environmental conservation groups. Adding to the water exploitation, Coca
Cola was accused of supplying poisonous waste as fertilizer to the local farmers. Tests
done by an independent agency on the behalf of BBC showed that
the sludge contained high levels of Lead and Cadmium

Diversity and proposal by World Business Council for Sustainable Development

(WBCSD)

While the fundamentals of CSR remain the same everywhere, different emphases are
found in different parts of the world. The issues vary in nature and importance from
industry to industry and location to location. The social issues faced by an energy
company, for example, will be of a different magnitude compared to those faced by a
pharmaceutical company.So, the areas impacted by corporate social responsibility are
diverse and growing each time a company confronts a new challenge or crisis. They
include human rights, labour conditions, supplier relations, corruption and community
development.

Because there is no universal definition of CSR, there can be no 'one size fits all'
approach. No set of CSR progress indicators can suit all companies. To respond to the
varying needs of business in the most flexible way possible, the WBCSD has devised a
12-point navigator to guide companies through their social challenges and dilemmas.

The navigator is both a tool and a conceptual approach and should be applied in light of
each company's assessment of its own particular situation. It indicates direction and
demands vision, but does not dictate the speed of progress. It is flexible enough to
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respond to individual company challenges and dilemmas. The navigator emphasises that
the vigour with which a particular company pursues its vision on CSR is specific to that
company's individual situation.

The WBCSD navigator consists of 12 distinct reference points which can help a company
on its CSR journey.

The CSR 12-point navigator:

 Determine your 'magnetic north'

 Build-in the strategic business case
 Focus on individuals
 Determine your legacy
 Put employees first
 Know your neighbour, community and culture
 Debate and dialogue
 Pursue smart partnerships
 Reputation matters
 Be a good guest
 Measure and account for what you do
 Handle with care information, knowledge and technology

CONCLISION

“Morality is as important as earnings growth.”

From managing for growth
(The HSBC Group Strategic Plan for 2004-08)

to conclude we may say tahat CSR should be understood as a journey on which

businesses engage, rather than merely a justification for a business' activities.

Corporate world is moving towards a systematic formulation of social initiatives and

evaluation of their impact and there has been ample evidence of firms building reputation
and getting significant mileage through CSR. The rising awareness and expectations of
the larger community is going to make it imperative for all business organizations
irrespective of the nature of industry to undertake social activities get them evaluated and
communicate results i.e. financial performance to stakeholders.
The use of CSR as a tool for companies strategy and public relations brings economical
success, because economy and stock exchange know more and more that sustainable
oriented companies are companies for the future.
CSR is not a practice which affects only one or two aspect of the organization , but it acts
as a base for various avtiviyies of the organization as well as it is noticeable that the
growth of organizations is now contingent on CSR activities.the need to implement CSR
is noow not considered as a liability but it comes out of the desire to be a good corporate
citizen , making company’s image and reaping the competeitive advantage.
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Refrences

 K.K. Sinha- Corporate Social Responsibility – NTPC Case ( Synergy ITS Journal
of IT and Mgmt.- Vol 2 nO. 1 Jan 2004)
 CR –BIZ- VOL 1 March 2006.
 A. Sahay- Corporate Social Responsibility: Aspects of Environmental
Managemrnt.( National Seminar on Management Challenges in the next Decade-
14th 15th May 2005, United Institute of Mnagement Naini ,Allhabad)
 Pushpam Kumar- Corporatae Social Respomsibility: Assesment of Global and
Indian Trends and Prospects. (Paradigm Vol 7 No 1 January 2003).
 Dr. B M Harshvardhan- Corporate Social Responsibility In Kalaidoscope( The
journal of Indian Management and Strategy, Volume 10,No. 3, July – Sep. 2005).

E refrences

 http://www.responsiblepractice.com/english/introduction/
 http://www.world-challenge.co.uk/company_responsibility.asp
 http://www.bitc.org.uk/resources/viewpoint/challenge.html
 http://www.findarticles.com/p/articles/mi_m4422/is_6_22/ai_n15950466
 http://www.exed.hbs.edu/programs/csr/
 http://www.csrwire.com/article.cgi/2434.html
 http://www.axa.com/en/responsibility/challenges/assetmanagement/
 http: //www.humanresourcemagazine.com

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