Implementing Corporate Social Responsibility: Indian Perspectives PDF
Preview Implementing Corporate Social Responsibility: Indian Perspectives
Implementing Corporate Social Responsibility Subhasis Ray • S. Siva Raju Editors Implementing Corporate Social Responsibility Indian Perspectives 1 3 Editors Subhasis Ray S. Siva Raju Xavier Institute of Management School of Development Studies, Bhubaneswar (XIMB), Tata Institute of Social Sciences, Bhubaneswar, Odisha, Deonar, Mumbai, India India ISBN 978-81-322-1652-0 ISBN 978-81-322-1653-7 (eBook) DOI 10.1007/978-81-322-1653-7 Springer New Delhi Heidelberg New York Dordrecht London Library of Congress Control Number: 2013955068 © Springer India 2014 This work is subject to copyright. 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Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com) Preface and Acknowledgements India’s emergence as an economic power began with the onset of liberalization, which was followed soon after by the concept of Corporate Social Responsibility (CSR). Since then, the role of the corporate sector is to merge economic growth with social consciousness. This has been accorded a crucial place in the agendas of both, private and public sector companies. Private sector companies have been pro- vided with guidelines to ensure that they implement CSR activities for social devel- opment in their areas of operation. There has, thus been an increase in concerted efforts on the part of the corporates towards interacting with building community relations, create channels of communication with various stakeholders and monitor and assess the impact of their CSR activities in communities. In addition, the private sector is also seeking opportunities to partner with other governmental and non- governmental entities for a well-rounded development of the community. Given the multiplicity of activities, projects and stakeholders in the field of development, it has become important to identify, map and analyze the extent of the impact of vari- ous CSR activities and the means adopted to implement them. In this respect, realizing the need to assimilate different CSR approaches and provide a common platform to implement CSR activities in a better way, the first National Conference on Corporate Social Responsibility: Issues in Implementation, was organized jointly by Xavier Institute of Management Bhubaneshwar (XIMB), India and Tata Institute of Social Sciences (TISS), Mumbai, India at XIMB in Feb- ruary, 2012. The major objective of the conference was to bring out and analyze various aspects of CSR in general, with special emphasis on mapping its territory in the development of our society in the Indian context. Issues, such as upcoming trends, new practices, innovative partnership arrangements, problems and challeng- es in the functioning and evaluation of public and private projects, were discussed at great length. Given the high quality of these discussions, an edited volume of select conference papers was conceived. The present volume consists of 14 papers authored by researchers and practitio- ners who are closely associated with CSR in India. The edited volume presents ex- periences from theory and practice of CSR to provide the readers with an enhanced understanding of its trends, best practices and some key learning issues. We hope v vi Preface and Acknowledgements the readers will find this volume useful for CSR research, formulation of policies and their sound implementation in the country. We are grateful to all those who have contributed to the successful organization of the conference. We would like to thank Prof. S Parasuraman, Director, TISS and Fr. P.T. Joseph, SJ, Director, XIMB for their continual guidance and support. Thanks also to Ms. Sushila Nayak, Centre for Resettlement, Rehabilitation and Cor- porate Social Responsibility, XIMB, for helping to organize the conference. Our thanks are due to Ms. Sudha Ganpathi and Mr. Venkat for their efficient copyediting of the papers. Our sincere thanks to Ms. Priyanka Bhosale for her continual assis- tance and coordination in finalizing the volume. Subhasis Ray S. Siva Raju Contents 1 Measuring Performance of Corporate Social Initiatives: Some Methodological Issues.................................................................. 1 S. Siva Raju 2 Implementing Corporate Social Responsibility in India: Issues and the Beyond ............................................................................ 19 Ananda Das Gupta 3 Analyzing Capacity Development Approaches in CSR Implementation and Their Societal Impact: A Case Study of ITC’s E-Choupal .................................................................................... 31 Sumita Sindhi, Upendra K. Maurya and Mahendra K. Shukla 4 “Good Business Versus Being Good In Business”— Relationship Between Financial Performance and Corporate Social Responsibility in India ............................................. 45 Neeti Sanan, Namita Rajput and Sangeeta Yadav 5 Communication of Corporate Social Responsibility on the Internet: a Study of Selected Private Sector Companies in India ..... 63 Sumona Ghosh 6 Corporate Social Responsibility (CSR) and Entrepreneurship in India: Exploring the Landscape of Possibilities.............................................................................................. 85 Manoj K. Dash 7 Shopping for CSR: An Indian Perspective of Implementing CSR in Retail .......................................................................................... 101 Vijay Pereira and Shilpa Patel vii viii Contents 8 Corporate Social Responsibility in Indian Banking Sector: A Critical Analysis.................................................................................. 111 Anjali Kulkarni 9 Social Responsibility and the Indian Entrepreneur ............................ 129 Satish Nair and C. Gopalkrishnan 10 Integrating CSR and its Sustainability into Management Education: The GITAM-SIFE Model .................................................. 139 M.V. Rama Prasad and Sankar Mukherjee 11 Issues in Implementing CSR: An Indian Perspective ......................... 151 Archana Shukla and Laura Donovan 12 Measuring Effectiveness of CSR Program: A Case Study of Tata Power Co. Ltd ................................................................................ 167 Sanjaya Pradhan and Ravi Puranik 13 Corporate Social Responsibility and Community Development in Assam: A Case Study of Oil India Limited .............. 185 Pulak Dhar 14 Shilpa Gurukula: A Novel CSR Initiative ............................................ 199 Kalpana Gopalan Contributors Manoj K. Dash ESSAR Group Foundation, ESSAR Steel India Ltd., Bhubaneswar, Odisha, India Pulak Dhar Assam University, Silchar, Assam, India Laura Donovan CSR and Microfinance, Partners in Change (Independent consultant in Costa Rica now), New Delhi, India Ananda Das Gupta Indian Institute of Plantation Management, Bangalore, India Kalpana Gopalan Senior Research Fellow, National Institute of Urban Affairs, New Delhi, India C. Gopalkrishnan Strategic Management & Entrepreneurship Area, Institute of Management, Nirma University, Ahmedabad, India Sumona Ghosh Department of Commerce and Business Administration, St. Xavier’s College, Kolkata, India Anjali Kulkarni School of Rural Development, Tata Institute of Social Sciences, Tuljapur, India Upendra K. Maurya Xavier Institute of Management, Bhubaneswar, Odisha, India Sankar Mukherjee Bengaluru School of Management Studies, GITAM University, Bengaluru, India Satish Nair Strategic Management & Entrepreneurship Area, Institute of Management, Nirma University, Ahmedabad, India Shilpa Patel Portsmouth Business School, University of Portsmouth, UK Vijay Pereira Organization Studies and HRM group, Portsmouth Business School, University of Portsmouth, UK Sanjaya Pradhan Community Relations at Tata Power Ltd., Mumbai, India ix x Contributors M. V. Rama Prasad Bengaluru School of Management Studies, GITAM University, Bengaluru, India Ravi Puranik Tata Power Ltd., Mumbai, India Namita Rajput Department of Commerce, University of Delhi, New Delhi, India S. Siva Raju School of Development Studies, Tata Institute of Social Sciences, Deonar, Mumbai, India Archana Shukla CSR and Supply Chain Management–Research and Programme (Chief Operating Officer), Prakruthi (now), previously Partners in Change, New Delhi, India Mahendra K. Shukla Xavier Institute of Management, Bhubaneswar, Odisha, India Neeti Sanan Accounting & Finance, Indian Institute of Management, Udaipur, India Sumita Sindhi Xavier Institute of Management, Bhubaneswar, Odisha, India Sangeeta Yadav Business Schools in New Delhi, New Delhi, India
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