CORPORATE SOCIAL
RESPONSIBILITY
“an area of management action which has developed
in response to the changes and demands of society
…involves business, government and communities”
(Skinner et al, 2006)
Corporate support increases where gov.
support decreases.
A business organization’s concern and active
involvement with social, economic and political
forces which influence the environment within
which it exists.
Companies responding meaningfully to the demands
of the social, political and economic environment
(“active outward orientation”)
“Helping to solve social problems is both good
business and good citizenship” (Cutlip et al 2002)
Corporate Social Intervention
or investment
With social upliftment the emphasis must be on longterm programmes which can become self-sustaining
efforts.
Major projects include: education, training,
housing, small business development, job
creation projects, cultural support,
environmental projects and BBBEE
2 schools of thought
• self-interested involvement in business
environment (profits for shareholders)
• profit and social goals should be nonconflicting (responsibility that comes with
democracy, capitalism etc)
Companies see responsibility in:
• Producing safe products
• Organisational management
• Environmental issues
• Upliftment of people
• Societal morality and rule of law
The publics of social
responsibility
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Employees
The community
Educational institutions
Consumers, dealers, and shareholders
Government institutions – lobbying, public affairs
The media
The critics
International companies
Techniques of corporate social
Responsibility
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Statements of mission and integrity
Speeches
Special events, campaigns
Philanthropy
Advertising
Interpersonal communication
Community involvement
(see Skinner et al, 2006: 286)
SCI programmes include
• Specific goals and operating criteria
• Formation of partnerships
• Completion of needs assessments.
Examples
• Sasol’s BEE endeavours
• Vodacom’s educational projects
• Various community projects