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Corporate Social Responsibility : Perception, Practice, and Performance in Present Era

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Corporate Social Responsibility : Perception, Practice, and Performance in Present Era Journal of Xi'an University of Architecture & Technology Issn No : 1006-7930 Corporate Social Responsibility : Perception, Practice, and Performance in Present Era. Yogesh Hole, Associate Professor, Department of Public Administration, Cihan University-Erbil, Kurdistan Region, Iraq. Email Id: [email protected] Snehal Pawar-Hole, Assistant Lecturer, Department of Business Administration, Lebanese French University-Erbil, Kurdistan Region, Iraq. Email Id: [email protected] Shilpa Bendale, Director, KCES’s Institute of Management and Research, Jalgaon, India. Email Id: [email protected] Abstract This study deals in context to the perception, practice, and performance of CSR. The study is mainly conferred CSR activities in enhancing the employees' sense of self-esteem and self- identity, CSR Perception and Corporate Reputation, Practicing CSR in the present era, CSR Perception, and Loyalty. In this paper, the CSR activities in different sectors by the various organization has been reviewed and approach is undertaken to study relevant processes that may influence different forms of CSR-based perceptions. As part of the goal of this research paper also considers the aspect of corporate performance that further work will incorporate into the various CSR activities. The study examined the aspect of CSR by highlighting the impact of different CSR activities in the context of business performance or customer feedback. It will be good to conclude Volume XII, Issue II, 2020 Page No: 331 Journal of Xi'an University of Architecture & Technology Issn No : 1006-7930 that the companies must be able to achieve and build an association with the customers based on positivity by addressing their CSR responsibilities. Keywords CSR, Perception, performance, practice, organization, business. 1. Introduction Corporate social responsibility (CSR) is considered as an essential component of those who have engaged themselves in some form of business practice. Most of the companies do recognize the importance of CSR in the modern business market and therefore, focus more on the different forms of CSR activities as in the form of an important tool to attract the customers. They tend to address every interest of the customer by satisfying their respective causes. In particular, they tend to emphasize more on various types of activities that are directly relative to those of human rights, their respective business-related ethics, the aspect of environmental protection, the process of following fair employment, and those of the social welfares (Ullah et al. 2014). Recently, several academics and renowned researchers have contributed their work in the organizational CSR region. They have focused their respective attention on the investment in the aspect of social responsibility. All the companies do possess a completely different purpose that is considered profitable. However, the aspect of business ethics is considered not to be an oxymoron. About 85% of all organizations based in the Indian subcontinent do owns their respective business policies (Oo et al. 2018). These include the likes of the code of ethics and that of the educational programs for their existing employees. It is done to communicate with their respective partners. This is the reason for which many of the companies publish their annual reports based on their ethics and in the long run hold frequent meetings with those of the stakeholders (Du et al. 2010). This is considered to be important to communicate and promote the concerned CSR activities that are needed to maximize the business interest in the form of the returns. It can normally be evident that about 73% of all India based business institutions do possess an active standing committee to ensure the ethical aspect of the company management. The above- mentioned fact shows that the stakeholders require an increasingly higher level of CSR. That, in turn, makes CSR as in the form of a key management based strategy. In the context of this paper Volume XII, Issue II, 2020 Page No: 332 Journal of Xi'an University of Architecture & Technology Issn No : 1006-7930 as conducted in the form of a study is instrumental in examining the various types of impact of corporate social responsibility (CSR). Along with that, CSR based perceptions are described based on corporate performances it includes the corporate identity, the contextual reputation, the aspect of trust and that of loyalty. It is to confirm that the impact of all the CSR based perceptions on that of the corporate performances is considered stable. In this study, an approach has been undertaken to use different value-based attributes to understand CSR in a better and more border way (Bhattacharya et al. 2009). 2. The objective of Research To study the impacts of CSR activities on the five variables in the context of the corporate executives To understand the CSR activities in an organization those are instrumental in assessing the need for CSR in society. To find the effect on all the CSR perceptions on the minds of the customers in context to the country India To understand the impact of the CSR activities in enhancing the employees' sense of self- esteem and self-identity 3. Review of Literature According to Li et al. (2013), CSR is considered to be a way of conducting any business by any of the corporate entities who are operative in the grounds of India. It is instrumental in conscientiously contribute toward the social cause and also takes care of the environmental aspect. The policies as manipulated by the different organizations are considered to be good if evaluated from the context of the whole nation. All the responsible companies tend to not limit themselves in the process of efficiently using the available resources so as to engage in certain business activities that in turn also increase their profit-making ventures. Once the revenues start flowing in, they are expected to put in a fixed percentage of their total profit into those areas that had a direct impact on the national goals that are related to the development. Therefore, all these investments must necessarily have to play a catalytic role in the process of generating a genuine and perceptible impact on the contextual ground of business. The collaborative effort through Volume XII, Issue II, 2020 Page No: 333 Journal of Xi'an University of Architecture & Technology Issn No : 1006-7930 which the strategic partnership grows as in the form of a way of being powerful and to succeed in the respective business ventures. To take up CSR activities an organization must be able to initially assess the contextual need of CSR in the society. It also takes into consideration the context of the surrounding business environment by the way the concerned people take participation. The mentioned process does include the aspect of interacting that too, intensively with those of the local communities or the concerned beneficiaries. The contextual implementing agencies and that of the company employees tend to seek their efforts as in the form of inputs and relevant suggestions. On the basis of the above mentioned suggestion, the corporate must be instrumental in formulating a comprehensive CSR Policy. The CSR policies as formulated should suitably address the organizational design, the context of development, aspect related to its implementation, its monitoring. It also helps in the process of evaluation and helps in the reporting of the responsive projects and those of the organizational programs (Chaudhary, 2019). As stated by Kang et al. (2012), Corporate India has been encouraged to partner creditable and effective Implementing Agencies for absorbing their CSR capital. Any action must have measurable programmatic outcomes with clearly defined budgets and timelines embedded in them, leading to impactful, visible and accountable change. An alert CSR Committee of the Board of every such Company must closely monitor the CSR Policy and its implementation to ensure that all projects and programs are actually delivered in an effective manner. This Policy as formulated may also need an organic document and can be reviewed from time to time so as to be in harmony with the changing aspect of the social and environmental context combined with needs. With this reasoning in mind, the Indian Parliament enacted the Companies Act 2013 that replaced the Companies Act 1956. Section 135 of the new Act makes setting up a CSR process, governance structure and allocation of a CSR budget mandatory for a stipulated category of profit-making companies. This is a historic development, and India becomes the first country in the world to make CSR mandatory with such a high order of transparency and accountability. The new legislation is very innovative, making substantive provisions that will also help monitor and report all activities undertaken (Chaudhary, 2019). Volume XII, Issue II, 2020 Page No: 334 Journal of Xi'an University of Architecture & Technology Issn No : 1006-7930 According to Kang (2012), to provide flexibility for facilitating creativity and imagination in strategizing and conducting CSR activities, the provisions of the new legislation allow reasonable leeway to companies. Therefore, spending is not mandatory, but reporting is. The principle of ‘comply or explain’ has been adopted whereby reasons for not spending the CSR budget need only to be provided in the public domain. It is imperative for corporate management at all levels in India to understand the scope, objective and concept of CSR to leverage its potential for creating a positive impact in the society. This impact must be visible and rupee measurable. In this way, the company can also build its brand image. Jawaharlal Nehru Institute of Corporate Social Responsibility (JNICSR), a think tank and action research training organization, Government of India played a facilitative role in bringing all players – corporates, government, civil society, and communities - together to collaborate and share their views and suggestions to develop this agenda in a consultative manner. It is JNICSR’s mission to integrate CSR into the DNA of qualifying Indian companies as per the new Act, in order for them to significantly contribute towards nation building (Akbaş et al.
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