submission report

DISSERTATION REPORT
ON
“RELEVANCE OF CORPORATE SOCIAL RESPONSIBILITY AND
BUSINESS ETHICS ACROSS VARIOUS INDUSTRIES”.
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE
DEGREE OF MASTERS IN BUSINESS ADMINISTRATION
Submitted by:
BILAL AHMAD BHAT
MBA- GENERAL 2014-16
Under the guidance of
DR MS. SADAF SIRAJ

JAMIA HAMDARD (HAMDARD UNIVERSITY), NEW DELHI
Acknowledgement
At the outset all praise to Almighty Allah for bestowing upon me the inspiration,
perseverance and endurance for this research task. My profound gratitude stands to
my revered supervisor Dr. Sadaf Siraj, Assistant Professor, Department of
Management Studies, Jamia Hamdard University, New Delhi whose constant
encouragement, able and insightful guidance proved an asset for me throughout the
course of this study.
It gives me immense pleasure to acknowledge my research indebtness to DR Sadaf
Siraj for providing me valuable intellectual and moral support during the course of
the present study.
My humble and hearty thanks stand to Mr. Mir Shahid, research scholar,
Department of Management Studies, Jamia Hamdard University, New Delhi for
helping me in giving a final touch to this dissertation report. I am also grateful to all
my faculty members for their valuable guidance and suggestions for my entire study.
My sincere thanks go to my friends who also helped me during my dissertation
. Finally, my deep gratitude goes to my family, whose uttermost love and supports
were always cheering me up and keeping me go ahead. Thanks to my parents who
raised me with love and supported me in all my endeavors. Thanks to my brother ,
my dearest love, Mr Mohammed Iqbal Bhat, who stood by me through the good
and bad times with his love, support and constant patient. He was always the first
reader of my papers, polishing my language and offering comments. Without him
this journey would have been much harder.
I would like to extend my gratitude to all of those who supported me in any respect
during the completion of my dissertation. Thanks to you all, but never enough!
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DECLARATION
I hereby declare that the Project report entitled “RELEVANCE OF CSR ACROSS
VARIOUS INDUSTRIES” is my original work and has not been published or
submitted for any degree, diploma or other similar titles elsewhere. This has been
undertaken for the purpose of partial fulfillment of Master of business administration
at Jamia Hamdard (Hamdard University), New Delhi.
BILAL AHMAD BHAT
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EXECUTIVE SUMMARY
The project titled “Relevance of CSR and business ethics across various
industries” gives us the brief idea regarding the business ethics and its issues along
with highlights on corporate social responsibility (CSR) in present scenario in Indian.
It acknowledges the reasons as to why is it so important for the companies to be
ethical & have a good CSR as long run business strategy backed up by cases. The
various things that can be known through the study of this report are the Business
ethics, CSR, their effects, challenges associated with it.
Although businesses initially may fail to see CSR as a good long run business
strategy, but with changing business conditions these often become the means to
survive & sustain in competition. There has been an increasing inclination towards
Business ethics & CSR. The project provides us basic knowledge regarding a basic
fundamental of good business by studying various companies. Evidence to date
provides some answers about the relevance of ethical business practices & a good
CSR and its effects. MNCs usually find themselves in sticky situations as what would
be good for their business. Business ethics & CSR often comes to their rescue.
While studying this it often clicks that what has changed in the last few decades that
business felt the need to follow this strategy rather than profit maximization. Are
these voluntary decisions taken by the companies or is it the forced one? What is of
prime importance for them maximization of shareholders wealth Or over growth of
all stakeholders? Do they feel answerable to the society? Answers to all these
questions can be understood by studying the relevance of Business Ethics & CSR in
light of some cases.
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TABLE OF CONTENTS
S. no Topics Page no.
1 INTRODUCTION 6-9
2. LITERATURE REVIEW 10-15
3. RESEARCH OBJECTIVES 15
4. RESEARCH METHODOLOGY 16-19
5. LIMITATIONS 20
6. DATA ANALYSIS 21-35
7. BIBLIOGRAPHY 36-37
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CHAPTER NO 1
INTRODUCTION
CORPORATE SOCIAL RESPONSIBILITY
Corporate social responsibility
Corporate social responsibility (CSR, also called corporate conscience, corporate
citizenship or responsible business) is a form of corporate self-regulation integrated
into a business model. CSR policy functions as a self-regulatory mechanism whereby
a business monitors and ensures its active compliance with the spirit of the law,
ethical standards and national or international norms. With some models, a firm's
implementation of CSR goes beyond compliance and engages in "actions that appear
to further some social good, beyond the interests of the firm and that which is
required by law.’’ CSR aims to embrace responsibility for corporate actions and to
encourage a positive impact on the environment and stakeholders including
consumers, employees, investors, communities, and others.
The term "corporate social responsibility" became popular in the 1960s and has
remained a term used indiscriminately by many to cover legal and moral
responsibility more narrowly construed.[4]
Proponents argue that corporations increase long term profits by operating with a
CSR perspective, while critics argue that CSR distracts from business' economic role.
A 2000 study compared existing econometric studies of the relationship between
social and financial performance, concluding that the contradictory results of
previous studies reporting positive, negative, and neutral financial impact, were due
to flawed empirical analysis and claimed when the study is properly specified, CSR
has a neutral impact on financial outcomes.[5]
Critics questioned the "lofty" and sometimes "unrealistic expectations" in CSR. or
that CSR is merely window-dressing, or an attempt to pre-empt the role of
governments as a watchdog over powerful multinational corporations.
Political sociologists became interested in CSR in the context of theories
of globalization, neoliberalism and late capitalism. Some sociologists viewed CSR as
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a form of capitalist legitimacy and in particular point out that what began as a social
movement against uninhibited corporate power was transformed by corporations into
a 'business model' and a 'risk management' device, often with questionable results.
CSR is titled to aid an organization's mission as well as a guide to what the company
stands for to its consumers. Business ethics is the part of applied ethics that examines
ethical principles and moral or ethical problems that can arise in a business
environment. ISO 26000 is the recognized international standard for CSR. Public
sector organizations (the United Nations for example) adhere to the triple bottom
line (TBL). It is widely accepted that CSR adheres to similar principles, but with no
formal act of legislation.
Need for CSR
The expectations of consumers towards meaning contribution to society are on rise.
Moreover, there has been enhanced sustainability of businesses. There have been
considerable studies confirming the positive role of CSR initiatives in aligning the
corporate objectives of companies with the major social goals. The role of CSR has
increased in the recent past mainly because of following points:
• Bridges the company with its consumer and investor: There is growing
expectation from the organizations to behave responsibly & CSR works as a
Ethics Certificate for the same.
• Shifting paradigm of Consumer awareness: The Shift from corporate
consumerism towards 'Green' and 'Ethical' consumerism has made the
corporate to be green and ethical for consumer acceptance.
• Legislation: CSR covers Health & Safety, Environmental Protections, and
sustainability surety and helps visibility of Codes of Practice.
• Globalization: Adoption of 'Best Practice', Consumer & Legal Acceptance
makes an easy way through the global market and helps reorganization.
There are various business advantages of CSR like:
• Brand Differentiation
• Investment in ‘ethical brand equity’
• Brand building
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• Reputation and brand attractiveness
• Build brand loyalty New markets, products and services
• Better internal and external relationships
• Better management and conservation of strategic assets
The Ministry of Corporate Affairs in India has stated that the Companies Bill, 2009
should include mandatory provisions for every company having a net worth of Rs.
500 crores or more, or a turnover of Rs. 1,000 crores or more, or a net profit of Rs 5
crores or more in a year, to ensure that every year at least 2% of its average net
profits during the three immediately preceding financial years shall be spent on CSR
activities as may be approved and specified by the company.
CSR is a means of analyzing the inter-dependent relationships that exist between
businesses and economic systems, and the communities within which they are based.
CSR is a means of discussing the extent of any obligations a business has to its
immediate society; a way of proposing policy ideas on how those obligations can be
met; as well as a tool by which the benefits to a business for meeting those
obligations can be identified.
Mallen Baker, CSR Consultant: Defines CSR as:
"CSR is about how companies manage the business processes to produce an overall
positive impact on society.
CSR is about business giving back to society.
A concept where companies integrate, social and environmental concerns in
their business operations and in their interaction with their stakeholders on a
voluntary basis.
TABLE NO 1:Recent CSR investment by some of leading companies in India
Company Amount spent on CSR Target year
Reliance Industries 760 crores 2014-2015
ONGC 495crores 2014-2015
Infosys 239crores 2014-2015
TCS 220crores 2014-2015
Nike 230crores 2014-2015
Addidas 227crores 2014-2015
Starbucks 2% of average annual
profits /year
2013-2016
HUL 2% of average annual
profits/year
2013-2016
ITC 2% of average annual
profits /year
2013-2016
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APPLE 2% of average annual
profits/year
2013-2016
Mahindra &Mahindra 2% of average annual
profits/year
2013-2016
NTPC 205crores 2014-2016
IOC 2% of average annual
profits
2013-2016
Bharti Airtel 293.10 billion rupees 2014-2015
Vodafone India 259.59billion rupees 2014-2015
Sectors that come under the ambit of CSR are rural development, education,
contribution to PM relief fund, Swatch Bharat fund, Clean Ganga fund, promotion of
sports, art and culture and providing basic healthcare among others.
The government expects total spending in the first year to top Rs 9,000 crore and rise
substantially in coming years. The initial estimates of the government had pegged
CSR spend at Rs 15,000 crore in a year.
BUSINESS ETHICS
Business ethics is a form of applied ethics that examines just rules and principles
within a commercial context; and any special duties or obligations that apply to
persons who are engaged in commerce. Generally speaking, business ethics is a
normative discipline, whereby particular ethical standards are advocated and then
applied.
Business ethics can be examined from various perspectives, including the perspective
of the employee, the commercial enterprise, and society as a whole.
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CHAPTER-2
LITERATURE REVIEW
Nature of Corporate Social Responsibility
The concept of CSR broad (Mohr et al,2001) , blurred (Lantos,2001),fuzzy
(Geoffery,2001), elusive(Smith & Langford,2009),malleable (Devinney,2009) and ill
defined(Green and Peloza ,2011).Despite more than 40 definitions of CSR in the
literature(Dahlsurd,2008), there is no universally accepted definition of CSR
exist(Clarkson,1995,Mc Williams et al,2006). It’s been synonymously used with
corporate social performance(Lewin et al 1995;Strand 1983;Wood ,1991;Carrol
1979),corporate citizenship (Maignan & Ferrel,2001) and is subject to many
conceptualizations deriving from the management decipline.
Corporate social performance model as a social performance or as a social
obligation
The concept of CSR as a social obligation was first advocated by Carrol (1979) cited
in Maignan & Ferrel, (2004). Carroll’s (1979, 1999) corporate social performance
model, based on normative arguments, presents a company’s social obligation that
encompasses economical legal, ethical and philanthropic responsibilities. The first
and foremost responsibility of a business is economic in nature and implies the
obligation of being profitable and productive. Legal responsibilities of business is
economic duties within the legal framework .Ethical responsibilities are ill defined
regarding the expectations of business over and above the economic and regal
requirements .Philanthropic responsibility reflects the business desire to participate in
the welfare of society.
Stakeholder framework as a stake holder obligation
The stakeholder theory is gaining attention in CSR literature since it specifies the
extent to which companies are responsible to their stake holders (Maignan et al,
2011; Sen et al,2006;).The stakeholder theory posits that firms should be concerned
about the person or individuals who are directly or indirectly affected by the
organization’s activities (Donaldson & Preston, 1995) rather than society in
general(Clarkson ,1995). It also stands for indicates of the key stakeholders, who the
company is responsible for and which one requires and deserves management
attention (Mitchell et al, 1997).
The purpose behind the stakeholder theory is to determine “whether and why
corporations attend to the interests of stakeholders along with their own immediate
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corporate interest”(Campbell,2007) and building a long term ,mutually beneficial
relationships with the stakeholders(Bhattacharya et al,2009;Goyal et al ,2013)
CSR as consumer marketing
Marketing scholars started giving attention to social responsibility in the 1960s and
1970s,specifically the social duties attached to the marketing function
(Lazer,1969;).Both the management and marketing disciplines have discussed this
concept since 1930s(Berle & Means,1932).The marketing literature posits the same
understanding of the rationales of CSR as other desciplines do, namely ,the
stakeholder approach. The CSR dimensions investigated in marketing literature are
very limited(Bhattacharya & Sen,2004;Brown & Dacin ,1997; Handerland
&Arnold ,1999).
In the same vein,Lavidge(1970) claimed holds true ,if look at last three decades
“History suggests that standards will be raised.Some practices which today is
generally considered acceptable will graded be as unethical, then immoral, and will
eventually be made illegal”(p,25). Another stream of research in marketing literature
that emerged is cause related marketing that is defined as “the process of formulating
and implementing marketing activities that are characterized by an offer from the
firm to contribute to a designated cause when customers engage in revenue providing
examples that satisfy organizational and individual objectives”(Vadarajan &
Memon,1988,p.60).The 1980s had a more managerial approach to business and
social responsibility (Drumwright,1994)with a concern for environmental
issues(Kilbourne & Beckmann,1998)
Past studies in the marketing discipline have positioned consumers as the most
influencial stakeholder group in research(Narver & Slater,1990,Maignan et
al,2011).In the late 1990s ,the consumer’s view on CSR was immensely discussed in
the literature and despite the numerous studies dedicated to this ,no consensus has
been achieved .Regarding consumer responses to CSR, some researchers have found
positive responses of consumers toward a socially responsible company (Brown &
Dacin,1997;Pomering & Dolnicar,2006;Foster et al,2009).The more the concepts of
CSR are fostered and integrated into the business process, the easier it will be to
benefit from alternative thinking and perhaps handle the occasional problems that for
certain will occur. The more integrated the business process within the value chain,
the more opportunity there will be for organizations to influence the approaches of
others on whom they depend. The concept of CSR includes the openness or
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transparency of companies as well as taking into consideration the will and
expectations of their stakeholders. Social responsibility means a doctrine that claims
that an entity whether it is government, Private Corporation or public organization
has a responsibility to society. CSR is a concept that reduces costs and risks,
increases the brand value and reputation, effectiveness and the efficiency of
employees, improves transparency, and clarity in the working environment of the
business house. In early 1950’s & 60’s the literature was not heavily represented in
CSR discourse. However, this decade ‘marked a significant growth in attempts to
formalize, or more accurately, state what CSR means’ (Carroll, 1999). According to
Carroll, “CSR encompasses the economic, legal, ethical and discretionary
(philanthropic) expectations that society has of organizations at a given point in
time.” Some of the most prominent writers during that time were Keith Davis, Joseph
W McGuire, William C Frederick and Clarence C Walton. Frederick wrote that
‘Social responsibility in the final analysis implies a public posture toward society’s
economic and human resources and a willingness to see that those resources are used
for broad social ends and not simply for the narrowly circumscribed interests of
private persons and firms’(Carroll 1999) Howard Bowen in 1953 argued that since
social institutions shaped economic outcomes it was to be expected that business
firms as an economic outcome of societal interests should consider the social impact
of business activity. According to Bowen, “CSR refers to the obligations of
businessmen to pursue those policies to make those decisions or to follow those lines
of relations which are desirable in terms of the objectives and values of our society.”
CSR implies some sort of commitment, through corporate policies and action. This
operational view of CSR is reflected in a firm’s social performance, which can be
assessed by how a firm manages its societal `relationships, its social impact and the
outcomes of its CSR policies and actions (Wood, 1991). Social reporting and social
audits are examples of how firms can assess their social performance. In 1960’s
Keith Davies argued that CSR refers to ‘the firm’s consideration of, and response to,
issues beyond the narrow economic, technical and legal requirements of the firm’
(Davies, 1973). Frederick 1960 stated ‘Social responsibility means that businessmen
should oversee the operation of an economic system that fulfills the expectations of
the people. And this means in turn that the economy’s means of production should be
employed in such a way that production and distribution should enhance total socio-
economic welfare’ (Fredrick, 1960). Thus, the definitions of CSR in 1960’s were an
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attempt to link society and businesses, defining society in broadest terms. In 1970’s
there was one and only one social responsibility of business – to use its resources and
engage in activities designed to increase its profits so long as it stays within the rules
of the game, which is to say, engage in open and free competition, without deception
or fraud. The idea and inclusion of stakeholder began to appear. Harold Johnston
1971 stated that ‘a socially responsible firm is one whose managerial staff balances a
multiplicity of interests instead of striving only for larger profits for its stockholders.
A responsible enterprise also takes into account employees, suppliers, dealers, local
communities, and the nation. Carroll 1979 offered the following definition of CSR.
The social responsibility of business encompasses the economic, legal, ethical, and
discretionary (or philanthropic) expectations that society has of organizations at a
given point in time (Turner, 2006).European Commission described CSR as “a
concept whereby companies integrate social and environmental concerns in their
business operations and in their interaction with their stakeholders on a voluntary
basis”. World Business Global Business and Management Research: An International
Journal 43 Council for Sustainable Development defined 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.” In 80s & 90s there were fewer definitions
but more efforts to measure and conduct research for the purpose of operationalizing
CSR. New concepts which were closely related to CSR were introduce; stakeholder
theory, business ethics, corporate governance, responsiveness, corporate social
performance, and corporate citizenship. These concepts are closely related but not
identical. Lee 1997 stated CSR refers to a company’s commitment to operate in an
economically and environmentally sustainable manner, while acknowledging the
interests of a variety of stakeholders and maximizing economic, social and
environmental value. It is holistic concept that can mean different things to different
groups and stakeholders. Gray, Owen, & Maunders in 1987 defined CSR as “the
process of communicating the social and environmental effects of organizations
economic actions to particular interest groups within society and to society at large”.
Similarly, Perks 1993 defined corporate social reporting as “the disclosure of those
costs and benefits that may or may not be quantifiable in money terms arising from
economic activities and substantially borne by the community at large or other
stakeholders”. A term ‘corporate social innovation’ was first introduced by Rosabeth
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Moss Canter in 1999 who argues that firms should use social issues as a learning
laboratory for identifying unmet needs and for developing solutions that create new
markets. Large corporations began to go public about corporate social responsibilities
and publish some of their efforts, but they also made public that ‘any approach to
corporate responsibility must begin with the practical recognition that the corporation
must be profitable enough to provide shareholders a return that will encourage
continuation of investment’ (Wilson, 2000). Another trend appearing in literature is
the increasing dialogue between stakeholders. Companies are augmenting their
discussions with labor unions, environmental groups and other relevant stakeholders
and the implementation of certification solutions by corporations, which is the
establishment of codes of conduct (Kapstein, 2001), monitoring and reporting.
Kingston and Wagner 2004 suggest that leadership on sustainability and CSR are
important to set priorities and to ensure that commitments are achieved. Bebbington
et al.(2008) use the term CSR reporting, which highlights the link between the
reporting function and the organizational functions and operations that are concerned
with, and impacted by, activities associated with CSR
Current state of CSR in India
As discussed above, CSR is not a new concept in India. Ever since their inception,
corporate like the Tata Group, the Aditya Birla Group, and Indian Oil Corporation, to
name a few, have been involved in serving the community. Through donations and
charity events, many other organizations have been doing their part for the society.
The basic objective of CSR in these days is to maximize the company's overall
impact on the society and stakeholders. CSR policies, practices and programs are
being comprehensively integrated by an increasing number of companies throughout
their business operations and processes. A growing number of corporate feel that
CSR is not just another form of indirect expense but is important for protecting the
goodwill and reputation, defending attacks and increasing business competitiveness.
Companies have specialized CSR teams that formulate policies, strategies and goals
for their CSR programs and set aside budgets to fund them. These programs are often
determined by social philosophy which have clear objectives and are well defined
and are aligned with the mainstream business. The programs are put into practice by
the employees who are crucial to this process. CSR programs ranges from
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community development to development in education, environment and healthcare
etc.
For example, a more comprehensive method of development is adopted by some
corporations such as Bharat Petroleum Corporation Limited, Maruti Suzuki India
Limited, and Hindustan Unilever Limited. Provision of improved medical
and sanitation facilities, building schools and houses, and empowering the villagers
and in process making them more self-reliant by providing vocational training and a
knowledge of business operations are the facilities that these corporations focus on.
On the other hand, the CSR programs of corporations like GlaxoSmithKline
Pharmaceuticals’ focus on the health aspect of the community. They set up health
camps in tribal villages which offer medical check-ups and treatment and undertake
health awareness programs. Some of the non-profit organizations which carry out
health and education programs in backward areas are to a certain extent funded by
such corporations.
Also Corporates increasingly join hands with Non-governmental
organizations (NGOs) and use their expertise in devising programs which address
wider social problems.
For example, a lot of work is being undertaken to rebuild the lives of the tsunami
affected victims. This is exclusively undertaken by SAP India in partnership
with Hope Foundation, an NGO that focuses mainly on bringing about improvement
in the lives of the poor and needy. The SAP Labs Center of HOPE in Bangalore was
started by this venture which looks after the food, clothing, shelter and medical care
of street children.
CSR has gone through many phases in India. The ability to make a significant
difference in the society and improve the overall quality of life has clearly been
proven by the corporates. Not one but all corporates should try and bring about a
change in the current social situation in India in order to have an effective and lasting
solution to the social woes. Partnerships between companies, NGOs and the
government should be facilitated so that a combination of their skills such as
expertise, strategic thinking, manpower and money to initiate extensive social change
will put the socio-economic development of India on a fast track
http://en.wikipedia.org/wiki/Evolution_of_corporate_social_responsibility_in_India
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CHAPTER3
RESEARCH METHODOLOGY
OBJECTIVE OF THE STUDY
1. To know why companies opt for CSR & business ethics.
2. To study the importance of business ethics & CSR.
3. To study the effects & benefits it brings to the organization.
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SCOPE
The study is limited only to few firms.
It covers only a brief snap shot about various industries with respect to business
ethics & CSR.
The study is limited to the availability of information, and it does not covers
international policies, procedures or any legal aspects, only limited information
which deals with the project has been studied.
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METHODOLOGY
The purpose of this qualitative study is to explore the relevance of CSR across
various industries .The study is basically how the selected companies are making
efforts to contribute to society. This chapter will outline the qualitative procedures
used to identify the differences of various companies including(1) research design,(2)
sampling,(3)data collecting procedures,(4)Data Analysis,(5)Limitations
Research Design
There are two main issues with most of the research conducted to date. First,most of
the research on CSR has been conducted outside the realm of its effect. Secondly, the
research that has been conducted does not focus on the effectiveness of CSR
programmes, particularly social impact and the relevance of CSR across various
industries.The goal of this study was to address the above issues and will be done
through qualitative research methodology. The very essence of qualitative study is
exploratory and due to the fact that virtually no research has focused on the relevance
of CSR various industries. This type of research methodology fits best.
This type of research methodology chosen for any project will depend on what the
researcher is trying to accomplish. For the current study ,it is believed quantitative
methods allowed the researcher to delve deeper and truly understand if CSR
programmes are indeed impacting society in the way corporations purport.
Additionally, there are currently no quantitative instruments to measure social
impact,and as mentioned by the Center for Effective Philanthropy(2002),it may be
impossible to create a single measurement method for various philanthropic/CSR
programmes due to the great variety in program goals. Consequently,it is believed an
action –research oriented case study approach was most useful.
Casestudy is one of the common approaches used with qualitative research and is
focused on solving practioners problems. In an organizational context, it is
characterized research that results “from an involvement with members of an
organization over a matter which is of genuine concern to them”(Eden&
Huxham,1996,p. 75).CSR and its relevance is a big concern for the society. Many
researchers argued that case studies should bridge between the gap between what is
concrete and what is abstract in social sciences.It is useful for both the practioner and
for academics who are concerned with theory and its development. Additionally,
those who take an action research approach or case study approach must base the
design of their study on the related theory associated with their research..These key
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assumptions show the link between practicality and theory development in case
studies.
. Basically, the case study is used to understand something else. Lastly, collective
case studies are suggested when cases from several different situations and
organizations will provide more information rather than a single isolated case. Both
academicians and practioners need to understand CSR and its relevance across
various industries. The case studies developed are of Star bucks and HUL.
Unit of Analysis.
Typically, there are three units of analysis from which a researcher selects his /her
focus :(1) the individual,(2)the group, and (3) the organization. Here researcher is
concerned with the philanthropy of various industries.
Sampling
The study adopted a purposive sampling by selecting the two companies namely;
HUL and Starbucks. The rationale for choosing the firms is the recent increased CSR
activities of the select firms. In order to fulfill the stated objectives of the study, the
select companies provide a suitable platform for present research.
Data Collection
Secondary Data
Data collected from Books, Newspaper & Magazines.
Data obtained from the Internet.
Data obtained from company Journals.
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LIMITATIONS
(1)The data collected is basically confined to secondary sources.
(2)There is a constraint with regard to time allocated for the research study.
(3)The availability of information in the form of Cases studies, Articles, news
reports, videos of the companies is a big constraint to the study.
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CHAPTER 4
DATA ANALYSIS
Company Profiles and CASE Descriptions
ANALYSIS-1
Hindustan Unilever Limited (HUL) is an Indian consumer goods company based
in Mumbai, Maharashtra. It is owned by Anglo-Dutch company Unilever which owns
a 67% controlling share in HUL as of March 2015 and is the holding company of
HUL. HUL's products include foods, beverages, cleaning agents, personal care
products and water purifiers.
HUL was established in 1933 as Lever Brothers and, in 1956, became known as
Hindustan Lever Limited, as a result of a merger between Lever Brothers, Hindustan
Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai,
India and employs over 18,000 workers, whilst also indirectly helping to facilitate the
employment of over 65,000 people. The company was renamed in June 2007 as
"Hindustan Unilever Limited"
Hindustan Unilever's distribution covers over 2 million retail outlets across India
directly and its products are available in over 6.4 million outlets in the country. As
per Nielsen market research data, two out of three Indians use HUL products.
CASE STUDY 1:
Hindustan Unilever: Reach untapped markets with a Corporate Social
Responsibility Business Model
Hindustan Unilever Limited, Unilever's $3.9 billion subsidiary in India. Unilever is
the corporation that produces Axe deodorant, Vaseline, Surf detergent, and Lipton
tea, among many other everyday products.
India is the second largest country in the world in terms of population. India has also
a large number of villages; more than 600.000 villages with poor transport
infrastructure making shipments of goods extremely difficult. Most of these villagers
don’t have access to the very basic hygiene products like soap, toothpaste, shampoo,
etc. Many of them have even never used a tooth brush or washed their hairs with
shampoo. Instead of investing in costly infrastructure, the Indian government decided
to promote entrepreneurship in these villages, targeting women particularly.
Hindustan Unilever saw an opportunity in this program and decided to develop a
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business model accordingly. Within their established organization Hindustan
Unilever has created a leadership organization with total freedom for developing the
business model. Hindustan Unilever launched the so-called Shakti Entrepreneurship
Program. The value proposition was to create in each village and surrounding a chain
of entrepreneurs for Hindustan Unilever products. These entrepreneurs (who are
selected women) will not only distribute but also educate these villagers on the use of
the different corporal hygiene products provided by Hindustan Unilever.
NGO’s have supported Hindustan Unilever with selecting
these UNDERPRIVILEGEDWOMEN, to become the new Hindustan unilever
distributers and the NEW PROMOTED ENTREPRENEURS. According to
H.Unilever, at the beginning, there was a lot of hesitation, since these women were
often illiterate or had no math skills. It turns out they were very quick to learn and
smart-within 48 hours they would get it. Their motivation was so high that it
compensated for any lack of ability.
Today H. Unilever employs between 60,000 and 70,000 women entrepreneurs in
villages to sell Unilever products at affordable prices to the Base of the Pyramid
(BoP). For the first time, villagers had access to soap, detergent, and toothpaste. The
22 | P a g e

women entrepreneurs were also educating their communities on hygiene issues while
selling their products - for example, by explaining how to brush children's teeth – and
through wide health awareness days. Sakti is a good example of CSR. It created a
whole new way of life for 60.000 to 70.000 women, with the opportunity to gain a
good living. It had a direct effect on their social stature. And millions of people had
access to personal care and home products. In terms of distribution and marketing,
the business model is using the BoP to distribute products; so the BoP is definitely
part of the solution. And it's self-sustaining from the business it generates.
Hindustan Unilever has managed to create a sustainable business for itself and for the
women distributers, to reach untapped market and to reinforce its brand and its
company internal and external culture. All this by incorporating the BoP in a CSR
business model.
HUL company CSR initiatives
Name Nature of CSR project Target & timeline
Shakti Women empowerment/jobs/… 2012-2015
Handwashing
Behavior change
Promoting preventive healthcare and
sanitation
Reduce the incidence
of life threatening
diseaseslike diarrhea
and pneumonia which
claim lives of over
600000 children in
India.
Domex Tiolet
Accademy (DTA)
Sanitation and promoting preventive
healthcare
Over the next few
years,the target is to
build 20000 -25000
tiolets in the long run
and by 2020,Hul will
help large number of
people to buy their
hygiene.
Safe Drinking
water
Making safe drinking water available Hul aims to make safe
drinking water
available and
affordable to make
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people from weaker
sections of society in
partnership with
microfinance and
NGO partners in India.
FAL Foundation Promoting Education and
empowering women,
employment enhancing skills of
women
The target for granting
scholarships to girl
students in the financial
year2014-2015is Rs 1
crore to deserving
students.
Sustianable
Sourcing
Ensuring environmental
sustainability and ecological
balance,protection of flora and
fauna ,animal welfare
agroforestry,conservation of natural
resources.
HUL is committed
sourcing all our
agricultural materials
by 2020
Water conservation
projects
Conservation of natural resources
and maintaining quality of soil,air
and water
By 2016,HUL’S
partnerships and
collective actions
would make available
acommulative water
potential of 100 billion
litres in over 500
villages across India.
Prabhat Rural Development Projects The project plans to
create a positive social
impact in the lives of
11 million people.
Relief FUNDS Contribution to Prime Ministers
relief fund or any other fund
Driven by the
occurance of event
Analysis- II
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Tata Starbucks
In January 2011, Starbucks Corporation and Tata Coffee announced plans to begin
opening Starbucks locations in India. Despite a false start in 2007, in January 2012
Starbucks finally announced a 50:50 joint venture with Tata Global Beverages, called
Tata Starbucks Ltd.,which would own and operate outlets branded "Starbucks, A
Tata Alliance". Starbucks had previously attempted to enter the Indian market in
2007. Starbucks did not cite any reason for the withdrawal.
On 19 October 2012, Starbucks opened its first store in India, measuring 4500 sq ft in
Elphinstone Building, Horniman Circle, Mumbai. Starbucks expanded its presence
to Delhi on 24 January 2013 by opening 2 outlets at Terminal III of the Indira Gandhi
International Airport, and later one in Connaught Place.[13]
Tata Global Beverages
announced in 2013 that they would have 50 locations by the end of the year,[14]
with
an investment of ₹4 billion (US$60 million). However, the company would open its
50th store in India only on 8 July 2014. The third city of India to get a Starbucks
outlet was Pune, where the company opened an outlet at Koregaon Park, on 8
September 2013. Starbucks opened a 3,000-square-foot flagship store
at Koramangala, Bangalore on 22 November 2013, making it the fourth city to have
an outlet. Starbucks opened its first store in Chennai and 50th store in India on 8 July
2014.[
CASE STUDY- 2
Firm II: Starbucks: The CSR perspective
5 Cent Donations, Bottled Water and Starbucks CSR (2009)
Starbucks’ latest act of social responsibility is offering a free cup of joe to anyone
who pledges 5 hours of volunteer time during the five-day promotion. The coffee
retailer joined with nonprofit HandsOn Network to support Barack Obama’s national
call for service and encourage individuals to ‘create the change they wish to see.’
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Last December, Starbucks teamed up with (Product) RED to donate 5 cents of (RED)
drink purchases to AIDS treatment and education programs. Although the program
was criticized as offering too pithy a donation, in four weeks it raised funds to
provide a year of therapy to more than 3,800 Africans with HIV.
On November 4th, Starbucks lauded political engagement by giving a free coffee to
anyone sporting an ‘I voted’ sticker.
And then there was the exclusive distribution of Ethos Water. And before that, health
care and living wages for Starbucks employees. And at its inception, fair trade
coffee.
So why all the generosity Starbucks?
The company was disparaged for its (RED) promotion and is widely viewed as a
yuppie right of passage. Is it exercising altruism to offset yuppie guilt? I believe it’s
the opposite. Starbucks (for its flaws and foibles) is leveraging its brand, reach and
profits to effect real change. People are more familiar with fair trade coffee in large
part due to Starbucks; sales of Ethos Water brought clean water to millions of
children; job-seekers can be more discerning with employment opportunities,
knowing that the coffee retailer offers health care; and 1.4 million daily doses of
antiretroviral medication were paid for in four weeks through (RED) beverage
purchases.
Starbucks has adopted practices that are both socially generous and financially
advantageous, and that’s the idea of the game. Seventy-two percent of consumers
have purchased a brand because it supports a cause they care about. Authentic cause
marketing campaigns can boost a company’s sales by nearly 27%, bring it 52%
closer to its target demographic and increase staff morale and retention by 56%
(LOHAS Journal, Spring 2008). Starbucks is not perfect, but its leading an excellent
crusade for social change–funding courtesy of you and me, the consumers.
SOURCE : http://intentblog.com/5-cent-donations-bottled-water-and-starbucks-
corporate-social-responsibility/
:Starbucks company CSR initiatives
Name Nature of CSR project Target and Tagline
CAFÉ(Coffee And Farmer
Equity Program)
Ensuring coffee quality
while promoting social
Economic impact on more
than 1million workers of
26 | P a g e

,economic and parameters thousands of firms
participating firms.2008-
2013,95.3% coffee found
ethical and upto the
certification mark.
Ethical Tea
Partnership(ETP)
Improving the lives of tea
workers and their
environment
This program was started
in 2005.In 2013,100% of
estates were sourced from
Tazo brand in past decade
.200 farming communities
supported under this
program.
Farmer Support Research purposes They have setup a
working farm which is
also known as a global
agronomy research centre
in March 2013,purchased
on the slopes of Poas
Volcano in Costa Rica.
Farmer Loans Invest in farmers and their
communities
Increase in farmer loans
from 11.9million dollars in
2013 to 20 million dollars
in 2015
Greener Stores Green building strategies
into all renovations and
new constructions
LEED certified stores in
18 countries .In 2013,65%
of stores which Star Bucks
builts achieve LEED
certification.
Conserving Energy And
Water
Reducing water
consumption by 25% in
the company operated
stores by 2015.
25% decrease in water
consumption in 2015.
27 | P a g e

ANALYSIS-III
ETHICALLY UNETHICAL
BUSINESS ETHICS
28 | P a g e

Business ethics is applied ethics. It is the application of our understanding of what is
good and right to that assortment of institutions, technologies, transactions, activities,
and pursuits that we call business.
“Business ethics” is a contradiction in terms because there is an inherent conflict
between ethics and the self-interested pursuit of profit. When ethics conflicts with
profits, they imply, businesses always choose profits over ethics. Yet in case of
“Merck & Company” suggest a somewhat different perspective- a perspective that
many companies are increasingly taking. The management of this company spent
tens of millions of dollars developing a product that they knew had little chance of
ever being profitable because they felt they had an ethical obligation to make its
potential benefits available to people. Dr. Roy Vagelos, CEO of company suggests
that in the long run there may be no inherent conflict between ethical behavior &
pursuit of profit. His comments also suggest that ethical behavior creates the kind of
goodwill & reputation that expand to company’s opportunities of profits.
Not all companies operate ethically. Everyday newspapers announce the names of
companies that choose profits over ethics or that profited through unethical behavior-
Enron, WorldCom, Global Crossing, Rite-Aid, Oracle, ParMor, Adelphia, Arthur
Andersen, Louisiana-Pacific, and Qwest are few of these. Although companies often
engage in unethical behavior, however, habitually unethical behavior is not a good
long-term business strategy from a business.
For example, ask yourself whether, as a customer, you are more likely to buy from
business that you know is honest & trustworthy or one that has earned a reputation
for being dishonest and crooked. Ask yourself whether, as an employee, you are
more likely to loyally serve a company whose actions towards you are fair and
respectful or one that habitually treats you & other workers unjustly and
disrespectfully. Clearly when companies are competing against each other for
customers and for best workers, the company with a reputation for ethical behavior
has an advantage over one with a reputation for being unethical.
Kinds of ethical issues:
Basically all the issues in business ethics are classified under following 3 categories-
SYSTEMIC-concerns with social systems or institutions within which business
operate.
CORPORATE-concerns with an individual company taken as a whole.
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INDIVIDUAL-concerns with individual/individuals within a company and their
behaviors and decisions.
Arguments for & against Business ethics:
Arguments supporting business ethics Arguments against business ethics
Ethics applies to all human activities
Business cannot survive without ethics
Ethics is consistent with profit seeking
Customers and employees care about
ethics
In a free market economy, the pursuit of
profit will ensure maximum social
benefit.
A manger’s most important obligation is
to the company.
Business ethics is limited to obeying the
law
Business Ethics and Social Responsibility
Business ethics is a form of applied ethics that examines just rules and principles
within a commercial context; and any special duties or obligations that apply to
persons who are engaged in commerce. Generally speaking, business ethics is a
normative discipline, whereby particular ethical standards are advocated and then
applied.
Business ethics can be examined from various perspectives, including the perspective
of the employee, the commercial enterprise, and society as a whole. Very often,
situations arise in which there is conflict between one and more of the parties, such
that serving the interest of one party is a detriment to the other(s). Some ethicists see
the principal role of ethics as the harmonization and reconciliation of conflicting
interests.
Ethical issues can arise when companies must comply with multiple and sometimes
conflicting legal or cultural standards, as in the case of MNCs.
Business ethics should be distinguished from the philosophy of business, the branch
of philosophy that deals with the philosophical, political, and ethical underpinnings
of business and economics. Business ethics operates on the premise.
The philosophy of business also deals with questions such as what, if any, are the
social responsibilities of a business; business management theory; theories of
individualism vs. collectivism; free will among participants in the marketplace; the
30 | P a g e

role of self interest; invisible hand theories; the requirements of social justice; and
natural rights, especially property rights, in relation to the business enterprise.
Business ethics is also related to political economy, which is economic analysis from
political and historical perspectives. Political economy deals with the distributive
consequences of economic actions. It asks who gains and who loses from economic
activity, and is the resultant distribution fair or just, which are central ethical issues.
Real-World Examples of Bad Business Ethics
Reputation is a company’s biggest asset and bad business ethics invariably result in
loss of reputation and credibility. Yet many large corporate also find themselves
caught red handed indulging in shady conduct. Read on for some real life examples
of bad business ethics.
McDonald's
Very often, a company’s relationship with its stakeholders defines its ethical values.
McDonald’s, despite its global success, remains the target of a vitriolic public
backlash owing to what many perceive as bad business ethics in its relationships with
employees and other stakeholders.
This bad business ethics example by McDonald's is what is known as the
"McDonald's Legislation" in popular parlance. In 1972, Ray Kroc, the company’s
founder made a rare donation of $250,000 to Nixon's reelection campaign and in
return got a favorable legislation that allowed companies such as McDonald's to pay
teenage employees 20 percent less than federal minimum wages. Most observers
consider this a typical case of corporate influence on lawmakers to enact legislation
that serve their selfish ends and harm society.
McDonald’s also doesn't allow employees to unionize, and in one instance where
workers at St. Hubert Quebec did form a union, the company closed down the unit
promptly.
The McLibel case ranks as McDonald’s most disastrous cases of bad business ethics
and spawned tons of negative publicity. Between 1986 and 1990, activists of London
Greenpeace distributed pamphlets with the title “What's Wrong with McDonald's?
Everything They Don't Want You to Know” and the wordings “McDollars,
McGreedy, McCancer, McMurder, McProfits, McGarbage,” alleging that
McDonald's promoted Third World poverty, sold unhealthy food, exploited workers
and children, tortured animals, and destroyed the Amazon rain forest. McDonald's
sued the group for libel. The court, however, held McDonald’s guilty of exploiting
31 | P a g e

children through advertising tactics, serving dangerously unhealthy food, paying
workers low wages, indulging in union busting activities worldwide, and ignoring
animal cruelty perpetrated by its suppliers.
Nestle
The drive to maximize profit at any cost leads to many bad business ethics examples,
as exemplified by the conduct of Nestle.
The World Health Organization found children in developing countries who fed on
Nestle’s infant-formula had mortality rates five to ten times greater than that of
breast-fed children. The problem was Nestle’s sinister campaign of appointing
uniformed nurses to distribute the baby formula to poor mothers for free, long
enough for lactating mother’s milk to dry up. The mother and child now became
entirely dependent on Nestle’s infant formula, and since most of them could not
afford the formula, they gave their children an insufficient quantity of the formula.
The formula also required clean water, which most mothers could not access.
Another action by Nestle happened when they sued the country of Ethiopia, one of
the world’s poorest countries, for six million when it was in the midst of the worst
drought in 20 years also raised worldwide indignation. Nestle wanted compensation
for its stake in the Ethiopian Livestock Development Company (Eldico), which it
obtained through an investment in Schweisfurth, a German company. Ethiopia had
nationalized Eldico and sold it for a profit. Nestle finally reached a settlement of $1.5
million with Ethiopia, the maximum the government could afford.
Mattel
The quest to drive down costs very often leads to poor product quality, and puts end
users at risk, leading to a strong case of bad business ethics. This is exemplified by
Mattel, of Barbie doll fame.
Mattel earning notoriety for manufacturing hazardous toys is one good examples of
bad business ethics. The company outsourced manufacture to China to cut costs, but
the toys that came back were coated with toxic lead paint and contained 180 times the
legal limit of lead content. The dolls moreover came attached with poorly attached
small magnets that could perforate the intestines if swallowed. The dolls became a
major hazard, and Mattel had to recall them, and face public ire for its unethical
business conduct.
Wal-Mart
32 | P a g e

The standard business management percept of "big is beautiful" does not seem to
hold true when it comes to ethics, for sheer size by itself raises allegations of bad
business ethics, as Wal-Mart finds out.
Wal-Mart very often finds itself slapped with lawsuits that accuse it of predatory
pricing, or pricing products too low to drive competition out of business and gaining
monopolies in local markets. Among several lawsuits, the one in 2003 struck, where
Germany's High Court ruled Wal-Mart's low cost pricing strategy "undermined
competition."
Wal-Mart also faced charges of monopoly, by making suppliers dependent on them
and forcing them to indulge in self defeating practices, such as pressuring them to sell
goods below cost or at prices lesser than they would get elsewhere.
Wal-Mart regularly faces lawsuits from employees accusing the company of forcing
them to work overtime without pay and denying them health insurance. The
allegations against Wal-Mart are so numerous that most reports refer to Wal-Mart
when providing bad business ethics examples.
CitiBank
Some bad business ethics are so brazen that it requires no explanation.
Deciding to spend $50 million on a new private jet after taking $45 billion in
taxpayer funds to stay afloat, as Citibank did is a textbook example of bad business
ethics. To make matters worse for CitiBank, CEO Vikram Pandit lied to Congress
that he received a compensation of one million a year when the actual figure was $11
million. Companies indulge in unethical business conduct primarily to maximize
profits. However, rubbing customers and other stakeholders the wrong way in the
quest to maximize profits can be self-defeating and lead to loss of valuable
patronage.
Reference
MSN; The Bad Boys of Business
http://articles.moneycentral.msn.com/Investing/Extra/the-bad-boys-of-
business.aspx?slide-number=1. Retrieved April 22, 2011
CHAPTER 5
CONCLUSION
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The relevance of ethics in professional life can be evidenced by a number of
instances showing failure of businesses and several scandals (Harshad Shantilal
Mehta, famous financial scandal; Rajat Gupta an Indian American businessman,
convicted in June 2012; Satyam Computer Services scandal, 2009).
It may be rightly said that the situations would not have been worse had there been
observance of ethical standards. Therefore, maintaining ethical standards is must for
the prosperity of an organization as well as the development of one’s personality.
Good ethics will lead us to maintain our honest image. It will enable us to refrain
from such that may discredit to our profession. Thus, adhesion to good ethics is to let
our conscience be our guide at all times. Albert Schweitzer says, “Ethics is the
activity of man directed to secure the inner perfection of his own personality.”
n analysis of the select cases revealed the role which the CSR is playing within these
firms. The CSR strategies augment the corporate image of these firms & thus helped
to build a better brand images. The CSR planning of the firms studied aligned the
corporate goals with the larger societal harmony and thus helped the firms in building
long term & sustainable loyalty with the customers. Thus, based upon such analysis,
the CSR expenditures could be considered as the social investments of such
companies.
CSR now is way to do business its not the costly affair anymore it helps gain
goodwill, profits, consumers, employees, sustain survival & by all means is new
business strategy serving the interest of everyone.
Also it’s the only way to gain customers forever.
References
1. Fatima M et. el., ‘Consequences of consumer responses to CSR’. Conference
proceeding of IIM-A India, Feb-15.
34 | P a g e

2. Business Ethics (6e) by Manuel Velaquez ‘Stakeholder framework as a stake
holder obligation’ :Maignan et al,2011;Sen et al,2006
3. Corporate social performance model as a social performance as a social
obligation : Carrol (1979,cited in Maignan & Ferrel,2004).
4. Nature of Corporate Social Responsibility : Clarkson,1995,Mc Williams et
al,2006)
5. Bowen, H.R.(1953),Social responsibilities of Businessman, NewYork ,NY:
Harper and Row.
6. Carroll,A.B.(1999),Corporate Social Responsibility, Business and Society38(3) ,
268
7. Campbell(2005),Why do we need CSR,journal of Business Ethics,84(1),1-15.
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