Corporate Social Responsibility: Business Integration

Introduction

The concept regarding the integration of social perspectives with corporate growth has emerged on the basis of the principle that corporations which acquire human resources and raw materials from the society are bound to give back something in return to the society. In the past few years, CSR has appeared as the main discussion in academic as well as in business research.The dimension of CSR is still found to be incontinuous deliberationamong the economists and researchers but the businesses in international as well as in national markets are facing increased pressure of becoming more socially-vigilant and be an active contributor to the global and local community. Although, the key activity of the business is to create profit but it is also being expected to implement CSR initiative as portion of the core business strategy and management. The enterprises see CSR as a nature of the business-friendly approachfor as well as from the seven azimuths present within the business function and trade. These azimuths are mainly customers, shareholders and investors, employees, managers, business partners, local communities and national governments and environment as well as surroundings. The seven azimuths are collectively mentioned as the enterprise's stakeholders (Hopkins, 2004).In the past few years, it is found that there is a substantial increase to report performance of social as well as environmental aspects of the corporation (Ali, 2014). The key corporations around the globe havebeen to show interest in representing them as ethically and socially responsible individuals (Ali, 2014). In 1970s, Starbucks is seen to have ensured that its business operations remains committed to strengthen and create sustainable environment like opening of special outlets that are managed by employees who have knowledge about ASL (American Sign Language) so that the hearing-impaired customers, as well as normal public, can be effectively approached (Ben and Jerry’s Foundation, 2018).The CSR is not just a superficial matterbut it has a concrete impact on employers, consumers and communities alike. In the current state, CSR is adopted at an increased rate as an essential function of the corporation.According to EPG (2004) report which is an economic consulting firm that is published in Financial Times (Smith, 2004), the 500 companies enlisted on Fortune magazine from the UK and US contribute $15.2 billion each year for executing CSR activities. In India, the present report made by the developmental sector platform NGOBOX and CSRBOX which is published in Economic Times informs that total spending for CSR in the country will require 50,000 cores rupees by March 2019 after 2014’s updated legislation (ET, 2018). Thus, CSR is regarded as a core element for the company’s reputation asit acts as a lens through which prospective candidates for employment and stakeholders views the company. At present, the candidates look for corporate culture and workplacewhich has the commitment to go beyond just profit lines and actively contributes to manage important social issues. The increased consciousness regarding business ethics in the current world informs that perception of the public is affected by reputation of the company in terms of responsible business.It is seen that there is enough evidence present that CSR practices impact customer satisfaction as well as employee turnover (Galbreath, 2009).A corporation which stands on promoting social equality and enjoy positive reputation for remaining aware morally is able to enjoy incurring premium prices from the customers who are going to remain attached with the company for its value in the market (Ferreira et al, 2010). The Shoe Company TOMS was established on the precise concept that sustainable giving is implemented through a highly profitable business model. The “One for One” campaign made by TOMS donated one pair of shoes to the needy for each pair of purchased shows which led them to see success and emulation by different other corporations to practice similar model of business (Townsend, 2014). Recently, the BMW Group celebrated its 100th anniversary and has achieved to become one of the oldest firms which maintained its rank in the Dow Jones SustainabilityIndex. As mentioned by the Economist, the companies which have a focus on the "triple-bottom-line" are seen to outperform their low fastidious peers on the stock market. The triple-bottom-line is defined as the trifecta of duties and responsibilities that includes economic, environment and society. A company which is able to successfully balance its walk along the mentioned three principles are able to receive reputation as socially-applauded and reliable company.In 2017, the annual report published by the Reputation Institute named CSR RepTrak 100 where companies are ranked according to CSR index provided top position to the LEGO Group, Microsoft and Google in respective manner. The other companies which got featured in the list as Most Socially Reputable company are IKEA group which is ranked 13, Apple with rank 14, Netflix with rank 55 and Volkswagen with rank 100. According to global market operations, Google was selected as the top company with effective CSR establishment in India, Brazil, Canada and Mexico while in Japan and Australia the Walt Disney was provided the top position. The report provides the rankings to the companies by analysing the qualities such as alignment with corporate brand purpose, active engagement by leadership,positive and visible action and focus on social and human interest of the individuals which leads to external and internal engagement (RepTrak Report, 2017).

The ambit regarding corporate social responsibilityis widely discussed as well as debated topic among the business and economic theorists. The classical economistsinform that the sole responsibility of the company lies for its shareholders alone where they are to increase value and profit for the company as well as for them. The relationship present between CSR and financial performance in the company was deliberated heavily (Alexander & Buchholz, 1978). Thesole objective of actions made by the companyrelies on creating increased profits. The first-minute deviation from the theory initiated when it was realised that better profits and business output should not occur by costing the society as whole (Galant & Cadez, 2017). The emerging theories created the argument that other stakeholders also have a key role to play for the company’s success. The company which manages its relationship in well-manner with the stakeholders in the society will be able to garner increased economic success over the years through their influence (Barnett & Solomon, 2012). At present, it is seen that ethically correct and socially responsible corporate action has become a necessity to bolster shareholder value and secure profit at the bottom (Epstein & Rejc- Buhovac, 2014). The concept regarding CSR informs that to be in ambiguity regarding any agreement on its constituent facts, definition, underlying principles and constructions (Crane et al., 2008) the initiation of a common consensus which is reflected in popular theories is the multi-stakeholder’s welfare inclusion rather than havingconcentrated focus on the interest of the stakeholders (Becchetti & Trovato, 2011).The value of being socially responsible in business is gradually being identified at the corporate decision forefront; the decision is seen to have shifted from whether the corporate social responsibility must exist and to what purpose it is required to exist. Various economists view CSR as necessary aspect but non-performing liability. This means that CSR is regarded as expense towards philanthropic returns to society and an act for charity. This is seen to lead focus on the grey areas where few companies operating in South Korea included sponsorship for games and other events for the sole purpose of marketing business functions as CSR exercise.The companies have taken employee donations and finances and raised amounts through fundraising events in CSR reporting where the contribution made are not raised from the profits made in the corporate field. This is regarded as a short-sighted approach related to CSR and showing of an impatient look towards strategy formulation and implementation by C. Bhattacharya who is professor at the European School of Management and Technology. According to this individual, the CSR campaigns are required to be well-planned and executed in the way like other decision in the company are taken. A proper and rigorous research is required to go towards examination of potential impact of concept of CSR campaign among the intended stakeholders and development of robust system to communicate and measure the behaviours of the stakeholders. The CSR is required to be viewed as a part of PR building and reputation management and them it can only create a long-term and driving impact on growth of business, development of customer loyalty and returns on employees. This is the way CSR is required to be embraced in wider sense by the key corporations and include it in the core part which dictates the way a business communicates with its stakeholders as well as customers. In current popular statement made in the media,some of the top business leaders of the world are seen to have reflected in this shift of approach towards social responsibility in the company. For example, the CEO of Microsoft, Satya Nadella mentioned that at his organisation the key mission to provide empowerment to each and every person in the company on the plant so that they can achieve more. The CEO also informed that they care deeply regarding the way they can achieve the mission and create a lasting impact on the world as well as in communities where they are operating their business. A statement put forward by Jegen V. Knudstorp of the LEGO group informs that they have realised the more they act in true way is the better for them. In 2010 CSR report made by Cisco, the company mentioned that their ethically managed business practices assisted them to maintain good reputation among the investors, regulators, communities and government bodies (CISCO Report, 2010). The ECO of Salesforce which is Marc Benioff summed his model of corporate responsibility by mentioning that the business over business is to improve the state of the world. This informs that CSR is essential and it is not only to remain limited to think about human society but the ideas in corporate social responsibility campaign require to embrace the development of a better environment to live and avoid damage and harm to the environment. The overall concept of CSR in wider sense is to implement four key responsibilities for a company out which at first is the economic responsibility that means increased profitability for shareholders, providing high-quality products to consumers and arranging decent work-life for the employees. The second is the legal responsibility in which the company is entailed to obey and comply with the country laws and implement lawful action in business operation. The third is the ethical responsibility in which the company is to execute the right thing and need to abide by the justified and fair principles of business without harming the fellowmen or environment The fourth is the philanthropic responsibility that entails the company to make equitable and voluntary contribution to the society by offering effort, time and money into organisation of activities which works to create concrete change in the society. For a deeper insight into different concepts of CSR which has been developed by researchers over the years, the following table has been made to present a list of definition and concept of CSR as derived from different researchers in the literature that are relevant to this topic.

As evident from Table 1 above, the definition which outlines the concept regarding corporate social responsibility is found to be many and has been seen to take different perspectives around the issues such as from defining CSR as comprehensive structural measures to multiple theoretical approaches. This has resulted in identifying various terms related to CSR such as sustainable development, value system, corporate burden and many others. The confusion which results from abundant similar but marginally-different approachesin this regard is that it has made it tough to reach any universally applicable definition related to CSR (Graafland et al, 2003; Donaldson & Fafaliou, 2004). The focus made on the common aspects of the above definition and others informs that CSR includes corporate indulging in voluntary initiatives for fulfilling their economic, social and environmental expectation to the society as well as incorporate the trust and interests of the stakeholders in their campaign so that sustainable and long-term presence in the market can be achieved. These CSR practices improve brand equity of the company and increase its impact as well as target. In corporate world, it is important to assess where the principle of CSR stands and in which way. It is found Europe was one of the first areas in the world where the principle of corporate responsibility was recognised at first. The written legislations and concrete steps are seen to take many years in forming but in Europe it is seen that the corporate has traditionally worked according to CSR consistent values and business practices as well as has shown focus towards the relation of the stakeholders towards corporations (Mullerat, 2013).In 1998, the first CSR Advisory Board was created which featured IBM, Shell and Johnson and Johnson. In 2006, with the help of the Lisbon European Summit, the essential change came in which concept of sustainable economic growth was introduced with an increase in job and increased social cohesion. However, in regard to actual legislation, it is seen that Europe lags with vague provisions for mandating enterprising for meeting social obligations and integration of social concerns into business practices. In the United Kingdom, the Companies Act 2006 has provided obligation to the companies for taking wider recognition of interest of the stakeholders and furnishing comprehensive information in their annual reports regarding workplace, environment and community matters and policies. Similarly in France, the legislation such as Law on Employment and Saving Plan 2001 and law on New Economic Regulations 2001 needs the fund managers and companies to provide recognition to social, ethical and environmental considerations in their reports and functioning (Article 225 of the Grenelle II law). In Germany, they have adopted governmental schemes for CSR approach through initiatives such as National Engagement Strategy 2010 and CSR Orientation from Environmental Perspective 2006. The Danish government is found to have established Copenhagen Centre- A CSR-focussed research institute. In 2004, thefirst emerging stock exchange that is Johannesburg Stock Exchange was seen to create a socially responsible investing (SRI).In China, CSR reporting is also encouraged through guidelines released through the Shanghai and Shenzhen Stock Exchange (Global CSR Summit 2013).However, these mentioned legislations and schemes are seen to serve as a qualitative principle only and they lack quantitative enforcement measures as well as correction policies for keeping a check on the companies for following them through. It creates difficulty for the on-paper legislation to be implemented into tangible effects and feasible results. India is leading the way for the world to recognise CSR as an integral business and society. India was seen to become the first country in the world to make it mandate for the corporate firms to spend a minimum of amount which is set under the CSR campaigns. The companies having a net worth of 500 cores and with a turnover of 1000 crores rupees or can incur 5 crores rupees are compulsorily required to spend 2% of the average net profit incurred as minimum for 3 financial years on CSR activities for executing good in the society.As a nation that is developing in the global field, it is commendable step by India in makingtheir business remain in touch with the social roots and be aspired to be more responsible towards its impact on the society. In 2013, the tragic incident that took placed in Bangladesh which is factory collapse brought notice to the world that developing countries are in immediate need of reconciling social situations with corporate efforts so that the human rights and the environment can be uplifted.The developing nations need better and detailed laws that are to be incorporated for promotion of transparency, social well-being and rights of the workers. In the 21st century, the existing obligations are seen to have come into place in a large manner as a result of increase of public demand for responsible manner of business behaviour. The citizen’s of the nation has grown more aware of CSR brand disclosure and considered it important to watch in a critical way the claims of the company to ensure effective contribution in the society.

The CSR Campaigns are seen to go in a long way to build an effective brand image for multinational corporate while entering into new markets mainly in developing countries. The Bosch Associates initiated a CSR activity in the Campinas, Brazil which is a form of aid project for the children living in slums. Since then, it is seen that the initiative has spread in many other developing nations of the world such as Mexico, Philippines, Malaysia and India.The company has also promised that all associates involved with the campaign are volunteers which make it feasible for using 100% of the donation directly in the mentioned projects (Global CSR Summit, 2013). This step not only allows the company to establish its brand image as a committed force but also helps in highlighting its work supporting local economies and global childcare. The CEO Sundar Pichai at Google informed that facing strict immigration bans by the administration in the United States one should not fear their values and required to support Muslims and other minority communities in the US as well as around the world. The words by the CEO reflect the actions taken by Google to respond to the refugee crisis in the world.Thus, it is essential to establish the promisemade under the CSR campaigns not to be limited to magniloquence and rhetoric but actual measures and steps in its support are to be taken. The CSR campaigns are found to be realized practice in different developed countries and now it is currently spreading to the developing countries too. In this situation, a comparative difference of CSR in the developed and developing countries are being executed to open an interesting research area.At the present, the study regarding the way corporate social responsibility is formed by the economic and geographical situation in the global corporation is needed to be understood and its influence on the diverse social situation in these countries. The current research is taking a theoretical approach for shedding light on the importance of CSR practices in view of the different socio-economic situations in the developing and developed countries in the world.The research is done on the basis of secondary data gathered from the relevant literature on the topic and involves e-journal, research studies, media reports and blog posts in the websites and print media. The study explores the concept, backdrop and importance of CSR before involving into a closer look at the present status quo for the CSR on the developing and developed countries which is followed by critical comparative analysis of the two scenarios. This study also mentions current year-wise listing of the famous CSR campaigns executed across major developed and developing countries and has focussed on brands which have a higher international as well as national presence such as IKE, Microsoft, Levis, Google, Disney and others. These high profile companies are focussed as they carry out great CSR responsibility and implement campaigns that have widespread effect thus making the CSR activities important to be studied in any study regarding CSR. The researcher in this study has gathered data for the same by searching company websites as well as independent media reports from reputed and reliable sources. For the research purpose, the data has been collected from key developed countries such as UK, USA, France and others and developing nations such as China, India, Malaysia and others. The specific areas chosen are done by taking into account the social, economic and national CSR present in the mentioned nations.

CSR in Developed Countries

The corporate social responsibility in the developed regions of the world has been seen as an indispensable way to operate business. The CSR activities are seen to be increasingly weaved as well as immersed into the core strategies of the companies and its business policies and it has not longer seen only to be limited to donations, charity events and surface-level doing good for the media.It has presently become a reflection of the message and mission of the corporation mainly in today’s era where the competition between the companies is not merely based on product quality but also on quality of media management and public relation. The survival in the extensive competitive world of the developed nations is tough and organisations are looking for reliable as well as sustainable ways to attract consumers while also facing struggle to keep the existing loyal consumers loyal to the brand. The citizens in the developed nations are seen to be growing more educated, informed and aware regarding products and the atmosphere of the markets is chaining its nature and level of standards in the corporate world expected by the customers. In the present era, consumers discern their choices of consumption after critically analysing the business from whom they are making purchase and mandate that corporate behaviour of these businesses are interspersed with ethical and sustainable sense. An increased number of companies are seen to be promoting CSR strategies as responses to the various economic, social and environmental pressures. The companies realised that in the present cut-throat business environment in the capitalists developed nations the companies cannot back by creating growth in volume. They are also required to aim for showing that they are able to identify with the different needs of the stakeholders with who they are interacting such as consumers, shareholders, public authorities, NGO and others. In executing it, the companies are also seen to be making investigation in their future scope and the expected voluntary commitment they are needed to adopt which will help them to improve their profitability. Thus, CSR campaigns in this condition are seen as an investment for the better future of the company. The South Korean companies are seen to have key focus on executing philanthropic activities that would allow them to present a moral image in the public as well as garnering support from the labour unions (Liem, 2014). The South Korean conglomerate which is Samsung is seen to spend more finances on CSR than any other companies in Korea and has various affiliated foundations under its umbrella organisation for social work mainly Samsung Welfare Foundation, Samsung Foundation of Culture, Samsung Life Public Welfare Foundation and Ho- am Foundation (Liem, 2014). The Discovery Education 3M Young Scientist Challenge Program organised by the Discovery and 3M encourages students for finding solutions regarding everyday problems and gets rewarded to have the opportunity to work with 3M scientists in a summer mentorship (Young Scientist Lab, 2017). Thus, the CSR activities are able to act as a hunting ground for the young and innovative talented individuals giving them a head-start in the middle of the competition in terms of talent and innovation in the longer run. The importance of CSR is there multifarious and manifold.

Reductions and management of environmental pollution is one of the most important issues in the in the world, on which corporate companies need to emphasize their attention. Sustainable development is important in translating he demand for significant as well as real measures in terms of curbing the chances of environmental damages and promotes the intention of conservation of environmental resources. In this aspect, corporate organisation is obliged to take the strategies in order to make their production greener as well as eco-friendly to the environment. In addition to this, the corporate organisation needs to take the effective and healthier manufacturing practices in order to use the renewable energy in proper manner that will assist eth environment to maintain balance of all resources. In Germany, automobile industry is responsible for manufacturing and selling high number of diesel vehicles that lead to severe harm to environment. Agendas that are taken by t central and national government in order to promote CSE in the community have influenced the overall strategies as well as practices of companies. BMW has reduced the CQ2 emissions in the global vehicles by 141 gm/km. It has also opened a new battery farm in the Germany, which assist the manufacturers of this company to produce cars that will use low amount energy ad emits very low amount of CQ2. In order to get pollution free environment, firms need to implement the environment friendly policies that will make the product eco-friendly as well as heathier for the community. Corporate companies need tom make effectives changes in their business policies and the production process in order to fulfil healthier obligation in terms of maintaining proper balances among all the environmental resources. Some of the important and creative instances of the environment-focused CSR initiative are, South Wes airlines has implemented the environment friendly business strategies in which it uses waste as well as old lather covers in upcycles soccer shoes and balls, which assist this company to cut he emission of eh harmful substances and gas that can enhance environmental pollution. Heinz and Fords have collaborated in order to transform the ketchup waste into the car parts, which is considers as one of the biggest initiates taken by these two companies in order to maintain the environment sustainability. In addition to this the fashion industry brand such as Prada, Nike and Dior have used the by-products ad waste products of the fishing industry and transform them into the luxurious materials. Corporate companies implement CSR strategies not only for reducing pollution and maintaining environmental sustainability, but also to elevate the overall economic and social standard of marginalised and deprived people in h community. Corporate companies are going to use proper strategies or procedures in order to highlight the importance of environment-friendly initiatives and community needs in terms of maintaining he compassionate brand image in front of public. The Fight Ebola campaign of Google has improved the overall brand image of this company and represented it as one proactive brand in front of community people ((Linshi, 2014). The massage developed by BurgerKing, “We are all the same inside” has been coincided in Pride week in the San Francisco, represent compassionate brand image of this of company. Many companies have used CSR strategy in order to maintain strong public interaction through social media. For example, J. Walter Thompson has made collaboration with United Nations Women National Commission in order to implement reCAPTCHAformat for rising awareness about child protection and child marriages. one of the most important example of using CSR strategy in order to make public interaction is ‘Ice Bucket Challenge’ conducted by ALS association, in terms of raising awareness as well as making donation for the research on ALS. During 2013 this association has collected $ 2.8 million donations from public. After the ALS campaign has been viral in 2014, the amount of public donation has been increasing up to $ 100 million in order to support the medical research. From this entire example it is clear that CSR strategies assist organisation to maintain strong interaction with public in terms of rising eh awareness about different social economic, political and demographic issues. CSR is associated with keeping social issues more vigilant as well as apparent in order to raise awareness among public in order to focus on following sustainable developmental practices. Today’s corporate world focuses on implementing and maintaining their ethical and moral responsibilities towards society as well as their customer as a whole. With using social media and internet, it is possible to raise the public vigilance in order to seek tier attention of importance of environmental resources. H & M, the Swedish retailer has faced severe public outcry regarding one of its ads in which a black boy wearing clothes hat denotes the strong racist implications. On the other hand Pepsi has also faced huge public fuss, regarding of its movements ‘Black Lives mater’, which was considered as one of h discriminating and biases quote. In addition to that, corporate companies that are failed to implement and follow the CSR strategies and ethical standard in proper manner, have o face he harsh legal consequences and lawsuits. For example, the oil spill of Exon Mobil that affected the health and wellbeing of thousands of people in 1300 miles of coastline was obliged to pay $500 million as penalty. For example, German pharmaceutical company Bayer Co. Has faced the severe harsh lawsuit due to make consumer’s health endanger as well as the environmental damages. In this aspect, the company had to pay $289 million as penalty according to the legal charge sheet of the case. The American social networking company Facebook has also faced the harsh lawsuit due to handling and accessing private data of it’s consumers. Therefore, it can be sated that, CSR is associated with not only improving the overall environment that also with improving the health lives and ability of community people. in case of companies that are not being able to deal and implement the CSR strategies, pubic can make legal allegation on them regarding h harmful affect that are done by their production and services of the companies. Following is the table showing the CSR campaign that is conducted by different organisations in developed nations across the world.

The above-mentioned table shows CSR campaigns that are conducted by different famous companies in developed countries. Some popular companies are mentioned in helist such as Levi’s, Twitter and IBM. Through his table it can be stated that companies belonging to all types of industries has conducted effective and proper CSR campaigns in order to promote their compassion for elevating lives of community people and maintaining the environment sustainability. Companies use relevant official titles for each CSR campaigns in order to make better public transparency and marketability. Names of the CSR campaigns are catchy that can be easily attended by public. Moreover, the time’s id CSR campaigns are given with using smart tactics in order to produce huge of buzz for the campaign. Each CSR campaign represents one important social issue in order to make public awareness regarding issue. For example, topic for CSR campaigns can ranges from tea plantation to unimportance of medical researchers in the community. For example, Fitch and Abercrombie support the clinical research on oncogene in order to protect children from cancer. CSR campaigns that are conducted by different companies in developed countries focus on improving the overall living standard, lives and health of community people.

CSR in different developing countries:

In case of developing countries, CSR campaigns assist the international organisation in order to make possible changes in the mentality and perception of the community people. Susan Findel and Stefan has taken initiates in order to fund the CSR campaign “Let Us Learn with providing the 20 million donations to the campaign sin collaboration with the UNICEF in terms of creating awareness about education for children residing the marginalised countries. This CSR campaign has been conducted in five countries such as Afghanistan, Liberia, Bangladesh, Nepal and Madagascar (Banbury, 2018). Therefore, CSR campaign has become one of important ways in representing compassionate image of brand and maintaining the proper global and environmental standard. CSR strategies conducted and followed in developing countries are carried out by incorporating ethical and traditional values within community. For example, in Somalia, several CSR campaigns and strategies that is developed by different companies focus on strengthening the commitment with community people, by incorporating their religious beliefs, personal and traditional values into practices (Possenti, 2012). CSR strategies are associated with maintaining the effective’s connection with the community people in order to elevate their living standard and the quality of life. CSR activities as well as strategies reside in more fluid forms in the developing countries that are associated with reducing the socio-economic issues, improving the social standard of community people and providing proper aid to local people in order to improve their health and wellbeing. CSR campaigns can be fulfilled and achieves through using different policies such as financial aids, giveaways, drives and rallies, creating process of motivating employees. In case of Maui, employees in Xerox have put their best effort in order to build the supporting food shelf, which assist commonly i improve their financial performance (Maui Now, 2016). Companies invest on different CSR campaigns in order to fulfil the strategies as developing education, strengthen healthcare system, assisting community people to get proper health care facilities, giving, shelter, foods and drinks to community people and empower the deprived section of the community. Through using the CSR strategies companies make better negotiation process in order to fulfil all their social, corporate and ethical responsibilities. For example, Swatch Bharat Kosh has collected more than 673 crores for its CSR initiatives during three years from 2015-2016 (Business Standard, 2018). Through using social media, companies in developing countries promote their CSR strategies in order to represent their compassionate brand image in front of public. Social media assist populated nation to develop strong bond with public, build trust and developed strong customer base which are associated with implementing and fulfilling strategies of CSR. For example, through using 'click-to-connect' campaign, companies in developed and developing nations has maintained strong connection with public through using he Facebook and YouTube. Social media involvement tools such as Face book, YouTube and Twitter assists heir ‘likes’ and ‘shares’, in terms of gain support on campaigns. Through involving general public in giving their valuable feedback regarding CSR campaigns, the corporates organisation understands that how much the community people get useful impacts through the CSR strategies. For example, Join My Village in India, the campaign has gained several Likes and Shares on eh social media, which denotes their success of this campaign in order to improve the living standard of the community people. Different barriers are associated with fulfilling CSR strategies which makes obstructions of corporate organisation for achieving the objectives. One of the most important barriers are associated with achieving the CSR objectives are high cost of resources and insufficient time. In addition to this, corporate organisation also faces the lack of proper institutional set ups which makes them unable to meet objectives taken under the CSR strategies. Sometimes it happens that, companies are unaware about their proper objectives which makes it difficult for them to set effective strategies in order to meet the CSR objectives. All these barriers lead to develop the unproductive activates and tools that make unfortunate loss to the organisation. In addition to that her arc some other barriers that are associated with failure of organisation to meet CSR objectives, such as poor connection with public and shallow employee relations, which spoil brand reputation or organisation in the domestic and international market. In order to avoid these barriers, organisation need to have strong as well as relevant strategies which will assist the, to implement and achieve eh CSR objectives. One of the most effectives solution in this problem is to collaborate with local NGQs, committees and organisations, in order to work in unfamiliar environment and understand the primary neds of the community people. For example, F&N has conducted the program ‘Empowering Lives through Education [ELITE] program, which is conducted in collaboration with the organisation, Kassim Chin Humanity Foundation (KCHF).this program assists children of more than 600 families belonging to deprived community in order to get free tuition classes in their locality. Through conducting these campaigns and CSR programs, corporate organisation focuses on improving overall working standard of organisation and on assisting the organisations to understand the important needs of community people.

Table 3 shows the entire lists of CSR campaigns that is conducted by developing countries across the world during the past decades. Some of the popular counties that have been enlisted in the list of the CSR campaigns have giants’ companies such as Allianz Insurance, Mahindra, IKEA and Philips. From this table it can be stated that CSR campaigns a conducted by companies belonging to all kind of industries. In order to represent the better transparency and marketability, companies use the official names and titles. In order to attract the attention of social media and pubic, most of the companies try to make the campaign title short and catchy. each campaign is associated with representing one particular social, political and demographic issue. sometimes campaigns are conducted on support of different government initiatives and schemes. For example, campaign conducted by Chevron support the awareness on AIDS/HIV, and Bharati Foundation represents its strong support to support the Swachh Bharat campaign. From the above-mentioned discussion, the importance as well as impact of the CSR campaigns in the developed and developing countries can be understood. This topic will make the further comparative assessment on CSR campaigns in different environments and also discuss the similarities as well as differences that is found in campaigns arranged in different developed and developing countries.

Discussion and Comparison:

When it comes to understand and discuss the similarities and differences of CSR in developing and developed countries, it is important to look into the overall contrast among natures of different CSR practices in these countries across the world. in order to discuss the commonalities among CSR practices in different countries, the people-oriented theme of CSR campaign can be highlighted. As the main objective of CSR campaign is associated with pose positive impact on the marketing and brand reputation of company, most of the companies try to conduct the campaign on an emotional social topic that can easily grab attention of public. In majority of the developing and developing countries, the companies use the empowering massages, emotional storytelling and sentimental social issues that can easily connect the companies with the corporates and consumers in international market (Positive Luxury Report, 2018). The sentimental model of potential CSR campaigns is able to connect the corporates with huge mass in the society which not only assist these corporates to improve their brand reputation but also assist them to maintain strong relation with their consumers, marketers and investors. In different times, corporates have played important roles in supporting social movements, public opinions and government led projects in order to explicit on implicit the political instances. Corporates and brand now focus on engaging into strengthening the customer base through supporting different social movements, government initiatives and political aspects by conducting potential CSR campaigns. For example, Tiffany & Co has made discussion with USA president Donald Trump for advocating whether US permanently takes membership of the Paris agreement, which is one of the most important governmental initiatives taken for reducing the greenhouse gas emission and climate change (Luxury Daily, 2017). However, in case of India, the different religion, caste, language, race, and culture makes constraints on prompting unity as well as non-discriminative framework in order to promote any new services such as banking service (Tewari, 2018). In order to discuss the impact of CSR on corporates it can be stated that, the CSR campaigns are also designed to highlight the emotion and necessity of different country specific festivals and worldwide celebration. Kwality Walls has broadcasted an advertisement on special occasion of Mother Day in Pakistan, in order to highlight the adverse impact of social media addiction that make the detachment between mothers and their young children (Rizvi, 2017). Therefore, it can be stated that, through conducting emotional, and heart touching CSR campaigns, corporate are able to maintain transparent and potential brand reputation in front of their customers in the developing as well as developed nations. When it comes to highlight the differences of CSR practices in developed and developing nations, it can be stated that there are different ways in which CSR practices and campaigns vary from one another. Many investigations show that CSR practices in the developing countries is associated with highlighting the government systems, policies and initiatives in the nation. For example, in China, private organisations and NGOs are submissive in comparison to state’s responsibilities in order to adopt and promote potential CSR practices. Moreover, when the CSR practices are arranged and conducted by different stakeholders such as civil societies, communities and public, then also the China Government plays role of primary agent in order to make positive changes in the CSR strategies (Tan-Mullins & Hofman, 2010). In shanghai, China Government has adopted 11th year plan on 2006-2007, which officially makes the CSR status as ‘Integral part of the public governance’. In the Kazakhstan, CSR had been incorporated within the governmental program during 2006-2008 along with the principle strategies of United Nation Global Compact [OECD, 2014]. Investigation shows that, in most of the developing countries, government take the benefits of private fund through CSR practices and pose obligation on the private agencies to eradicate social as well as public issues through these CSR campaigns. This makes the government to get proper financial assistance for aid-schemes. Corporates use the benefits of CSR strategies in order to highlight teh social issues in front of pubic and take effectives strategies for eradicating these issues. For example, in Brazil government has conducted Fome Zero, The Zero Hunger Programme, which is associated with directing CSR principles of corporates in order to focus on the public goal regarding eradicating poverty and hunger in the society. Nestle is one of the certified partners of this program and has donated 1.8 million kilos food products for this Zero Hunger Campaign (Ward et al 2014). In addition to this, the government initiatives and policies has been proved to be instrumental in directing corporates to work on the principles of these CSR campaigns in order to eradicate the social issues. For example, Indian railways supports the campaigns on environmental sustainability and conservation by encourage the using of Kulhads or the earthen pots (Business Line Bureau, 2004). Through conducting the campaign ‘Rail Sahyog’ across the five key areas, the Railway Ministry of India and the India Government support the environmental sustainability through promoting the improvement of railway infrastructure.

As compared to the above-mentioned practices in the developing countries, in developed countries, the CSR practices is exclusively on the hand of private corporates, who use these campaign sin order to promote their brand reputation and images. In developed countries the prevalence of CSR practices is far wider as compared to the developing countries in which there is huge lack of resources and support in order to conduct CSR campaigns. In developed countries, social massages are well-formed with proper campaigns titles and objectives that assist corporates to use the CSR campaign in well-organised way to gain the public support (Gilman, 2014). Moreover, as compared to the developing countries, CSR campaigns in developed countries is more planned. Community-specific and selective which can easily be attracted by the social media and public. In order to conduct the CSR campaigns, corporates select such social topic that would assist marketers to raise the brand awareness and strengthen their customer base. . in developed countries, most of the CSR campaign are socially driven and apolitical which is associated with specific business principles and ideals. Therefore, from the above-mentioned analysis, it can the status and principles of CSR practices have similarities and differences in many aspects in the developed and developing countries, which need to be analysed with proper understating in order to get the vast knowledge on this.

Conclusion:

From the overall discussion it can be concluded that, this study has discussed the definition as well as meaning of CSR and its importance in raising awareness on different social issues in the developed as well as developing countries. Corporate social responsibility acts as an important tool in generating public opinion, influencing society, creating better opportunities as well as lives for people and improving the relationship among the corporates, government and society. During this 20th century, the CSR becomes integral part of any organisation I order t highlight their responsibilities towards the society., which not only associated with their bread image but also associated with strengthening their customer base. CSR campaigns not only assists big corporates in order to improve their brand image through involving in eradicating social issues, but also assist the governments as well as entire nations to make selfless contribution in improving the overall live, culture and framework of the society. In teh developing countries, CSR is mainly controlled and arranged by government, in which CSR campaigns are conducted in terms of highlighting the social goals and political agendas. On the other hand, in developed nations, CSR is mainly controlled by private corporates, though which the private organisation makes strong connection with their consumers by improving their services and products. as compared to developing nations in which CSR campaigns is mainly associated with political initiatives and social aspects, in the developed nations, CSR campaign is associated with consumer-driven purpose and business ideas. The present research has used relevant secondary sources such as literature, articles and books, in order to get proper information regarding the research topic. This secondary research is able to highlight the importance and impact of CSR in the society with providing proper information. Moreover, it also highlights the impact on CSR on different nations with special reference to the goal and purpose of the CSR campaigns.

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