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Corporate Social Responsibility (CSR): A Brand Building Initiative

K. Savitha , K. Savitha

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Indian Journal of Law and Human Behavior 5(1):p 22-26, Jan-Apr 2019. | DOI: DOI: http://dx.doi.org/10.21088/ijlhb.2454.7107.5119.3

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K. Savitha. Corporate Social Responsibility (CSR): A Brand Building Initiative. Indian J Law Hum Behav. 2019;5(1): 22-26.

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Abstract

Corporate social responsibility today is performance driver of a successful communication campaign of the corporate world. Organizations are using CSR activities to enhance their corporate image which in turn directly affects the customer perception of the organization. Organization are adopting measures that are internally fair and of benefit to the larger community. To signify responsible corporate behavior, codes of corporate ethics, corporate social & environmental reporting is established. Organizations with better reputations enjoy competitive edge over those with lower reputation. Now a day’s concerns arise regarding the role of appropriate actors in disbursing the corporate social responsibility. A vital question today is “who should assume responsibility for workers and do nations shape the practice of CSR in a global economy? (Townsley and sthol, 2003)”. Role of CSR as strategic partner to gain competitive edge is greatly emphasized. Recent research have identified non-market forces, social issues and CSR as key areas of business strategy; CSR is emerging as tool to increase corporate reputation. The diversity of issues included in CSR range from the environmental aspects of air, water and habitat pollution to employee & human right abuse in unfair labour practices and dangerous products sold to consumers. CSR activities can be divided into four categories namely legal, ethical, economic & discretionary. Corporate social responsibility is an attempt at “Conducting a responsible business, in achieving commercial success in ways that honour ethical values and respect people, communities and conserve the natural environment”. The corporate social responsibility operate on the principle of social responsibility, responsiveness and outcomes.

Keywords: Corporate, Social, Responsibility, Brand, Legal, Management

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K. Savitha. Corporate Social Responsibility (CSR): A Brand Building Initiative. Indian J Law Hum Behav. 2019;5(1): 22-26.

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DOI: DOI: http://dx.doi.org/10.21088/ijlhb.2454.7107.5119.3

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