1. Table of Contents

2. Part 2. ............................................................................................................ 2

2.1 Introduction ...................................................................................................................... 2

2.2 Brief History of CSR ........................................................................................................ 2 2.3 Why CSR? ........................................................................................................................ 3

2.3.1 Arguments “For” ....................................................................................................... 4 2.3.2 Arguments “Against” ................................................................................................ 6

2.4 The way forward… is to engage and embrace CSR ........................................................ 8

2.4.1 Cost Savings.............................................................................................................. 8 2.4.2 Brand Differentiation ................................................................................................ 9 2.4.3 Customer Engagement .............................................................................................. 9

2.4.4 CSR doesn’t pay ....................................................................................................... 9 2.5 Conclusion ...................................................................................................................... 10

References .......................................................................................................... 11

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2. Part 2.

2.1 Introduction

Corporate Social Responsibility is a management concept whereby companies integrate social and

environmental concerns in their business operations and interactions with their stakeholders.

Similarly, Kiran and Sharma (2011), found the concept of CSR has been reinforced with the

introduction of globalization and liberalization. Many world-renowned companies are actively

supporting and promoting the concept of CSR.

CSR is generally seen as being the means through which a society reaches a balance of

economic, environmental and social imperatives, while at the same time addressing the

expectations of stockholders and stakeholders. In a simple term, CSR refers to a business practice

that involves participating in initiatives that benefit society and at the same time taking it as an

opportunity to earn profits (Nicole Fallon. 2014).

2.2 Brief History of CSR

There is no firm date when CSR takes place, but it is believed it started in the eighteenth century

by Adam Smith, a renowned Scottish philosopher and economist. He wrote and incredible book

that represents the birth of free-market economic “The Wealth of Nations” which was published

on March 9, 1776. (Andrew Beattie. n.d). He expressed that the free interaction of organizations

and the public would meet the needs and desires of society. This responsibility is called Corporate

Social Responsibility (CSR). It is then evolved from the 1950s and further expanded during 1970s

in line with the growing of economies.

In an article wrote by Thomas S. Coleman (2013) for Becker Friedman Institute, he

challenged that not all economists are in agreement with Adam Smith. Another famous personality

in the development of corporate social responsibility, Milton Friedman is not in favor of the idea

of CSR. He states that a corporation’s purpose is to maximize returns to its shareholder and that it

does not have responsibilities to society as a whole. In other words, business simply has one

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responsibility and that is to increase profits for its shareholders. Milton Friedman is a prominent

American Economist and a Nobel Prize winner who was once an adviser to President Reagan.

2.3 Why CSR?

Today, CSR is becoming more mainstream as forward-thinking organizations embed sustainability

into core business operations to create shared value for business and society. Sustainability is the

concept that organizations that are socially responsible will outperform their competitors by

concentrating on society’s problem, which means organizations have moral, ethical and

philanthropic (love of humanity) responsibilities in addition to its main responsibility which is

making profits. The modern definition of CSR is rooted in Archie Carroll’s “Pyramid of Corporate

Social Responsibility”, depicted in Figure 4.1. In this pyramid a corporation has four types of

responsibilities.

Figure 4.1 – Pyramid of Corporate Social Responsibility

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Brief explanation of each component starts with the first and most obvious responsibility

of a corporation, economical responsibilities to be profitable. The second is the legal responsibility

to obey the laws set forth by society. The third, which is closely linked to the second, is the ethical

responsibility. The third level explains the corporation is doing what is right, even when business

is not compelled to do so by law. And the forth is the philanthropic responsibility which is also

called the discretionary responsibility. It is best described by the resources contributed by

corporations toward social, educational, recreational and/or cultural purposes.

People, however, understand and accept the importance of CSR but also debate the degree

and kinds of social responsibility that organizations should engage in. (Drea DeFoe. 2013). In the

succeeding sections will discuss CSR common arguments “for” and arguments “against”, and

lastly the choice to make whether to defend or agree to against the idea of CSR. The analysis is

grounded in empirical studies by academia and business practitioners.

2.3.1 Arguments “For”

Engaging CSR has a lot of benefits not only to the organizations, but also to several other

environments as well. Some of the points why the organization is engaging CSR is as follows:

Addressing social problems, CSR as a social innovation process - The rise of the modern

corporation created and continues to create many social problems like health, pollution,

environmental hazards, poor waste management, poverty, inequality (age, gender, race),

obesity, occupational stress, crimes and many more. Therefore, the corporate world should

assume responsibility for addressing these problems.

In a review on “CSR in the Innovation Process” by Hockerts and Morsing (2008), they

provided an example of Unilever using CSR as an opportunity to connect its products with

consumers to do business and at the same time tackling social problems. An example of the

social innovation by initiatives Unilever is the Lifebuoy soap to reduce child mortality of

diarrhea in India. The challenges in India are illiteracy, rural masses not reached by mass-

media, and perceptions that if hands look clean they are clean. Unilever initiated the largest

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rural health and hygiene education by visiting communities and schools to reach broad masses.

In order to help lower income households the soap is sold in 18-gram bars, enough for one

person to wash their hands once a day for 10 weeks. This is one of the great examples of a big

corporation contributing to the society and at the same time gain profits.

Positive corporate/public image and generate long run profits - Any organization can create

a favorable corporate image by engaging in social activities. An organization that seeks to

enhance corporate and public image gain more customers, wider market share, better

employees and less attrition. Internally, employees feel self of belonging and proud to be part

of the family. While socially responsible businesses tend to have more and secure long run

profits. It is the typical outcome of strong community relationships which then improved

corporate image.

It has been argued by Milton Friedman (1970) that as an economic organization,

corporations should prefer profit and wealth for the sake of shareholders, however many

authors include Shuqin (2014), Kiran & Sharma (2011), Virvilaite & Daubaraite (2011) and

many others agree that organizations properly practicing CSR contribute to the increase of

profit and wealth and, at the same time improve, maintain the corporate image of the

organization or increase the visibility of the organization.

Shuqin (2014) in his research mentioned that consumers and corporate image have a major

impact in determining company’s profit. Companies with good corporate/public image will

prolong consumer’s loyalty to the company’s product, indirectly attract others and therefore

increase profitability of the company. Shuqin also referred Phillip Kotler (2004)’s research to

substantiate his findings. Phillip Kotler (2014) pointed out that CSR should organically

integrate into business operations and strategy, by fulfilling our social responsibility, which

help corporations obtain the following: increased sales and market share, strengthened brand

positioning, enhanced corporate image and clout, increased ability to attract, motivate and

retain employees, decreased operating costs, and increased appeal to investors and financial

analyst.

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Better internal environment – involvement from social responsible company creates a fuller

character of liveliness in the community and at the same time able to attract and hold existing

skilled employees. In a news published in 2008, reported that BT employees supported CSR

implementation within their organization by attending CSR activities and from the internal

survey conducted, two-thirds of BT employees said CSR Week help to engage them with the

company and the same time help to improve the attraction, retention, motivation and

engagement. (Personnel Today “Green scheme with staff retention”. 2008)

Meanwhile, many studies have described the advantages of CSR in the areas like corporate

image, enhance marketplace, improve profits and the other important field which has been

covered by Yusri and Amran (2012) is the CSR involvement in Human Resource Management

(HRM) practices. Company engaging CSR helps to keep up employee morale and to appeal

and retain talented employees in the company. Employees feel self of belonging and of course

proud of themselves when working for famous and well known company which CSR

contribution is one of the reasons.

The ethical obligation - organization should be socially responsible because responsible

actions are one of the business ethics. Sok Bung et al. (2015) commented on their research that,

previous studies, researchers have discussed how institutional drivers, such as political,

financial, educational, labor-related and cultural systems motivate and force the practice of

CSR. Today, in a recent work found out that organizational leaders play the most important

part to encourage CSR. For example, as cited by Sok Bung et al. who referred Angus-Leppan

at al. (2010) stated that leadership behaviors strongly reinforce and inspire employee’s attitudes

toward CSR and its successful practice.

2.3.2 Arguments “Against”

Today, the doctrine of CSR has been borne across the work by businesses, business establishments,

NGOs as well as governments. However, some researchers are not in the agreement with the above

due to a few reasons.

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Deviation from organization main objective - taking on social and moral issues is not

economically viable. Corporations should focus on earning a profit for their shareholders and

leave the social issues to others. This statement refers to the assertion made by Milton Friedman

(1970) who obviously not in favor of CSR engagement.

In other findings, Shiqun (2014), states that some corporate leaders identify CSR simply

with a social denotation and strongly agree with the idea that corporations are not charity

originations and have no obligation to resolve societal problems; as a result, charity is a burden

on corporations. Therefore, the social issues are the responsibility of governments and not by

corporations.

Shiqun also mentioned that an important reason is that there really exist inherent

contradictions between making profits and fulfilling other social responsibilities; and referring

to a quotation by Solomon (1993) said “there is a contradiction between an endogenous ability

to profit and the company’s distribution to society”.

CSR will increase operating cost, costly – CSR implementation and activities come with costs

on it. According to Shiqun (2014), CSR will increase operating costs, which include the costs

of improving the working condition of the staff, guaranteeing and increasing employee

benefits, and replacing environmental protection equipment. All these factors will decrease the

profit margins of corporations.

In the study conducted by Shiqun (2014) mentioned that when all corporations have to

perform related social responsibility, logically they have the same competitive cost because of

the performance of CSR. But in the reality, there exist contradictions between CSR and profit,

and this means that some corporations can make profit without performing CSR, while other

corporations performing related CSR make no profits and the costs of performing CSR will

increase.

Henderson (2009) in his research titled “Misguided Corporate Virtue: The Case Against

CSR, And The True Role Of Business Today” also commented that the adoption of CSR within

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enterprise will tend to bring higher costs and impaired performance. Managers have to take

account of a wider range of goals and concerns, and involve themselves in new processes of

“multiple stakeholder engagement”. The new systems involved in implementing CSR are

liable to add to costs as is required by CSR.

More duty and responsibility which leads to lack of accountability - those who are most

capable should address social issues. Those in the corporate world are not equipped to deal

with social problems. There are no direct lines of CSR accountability of the business sector to

the public. Political representatives, government is the one held accountable for their actions.

According to Antonio Argandona (2011), society expects of demands certain behavior

“responsible” from all those who belong to it. It includes individuals and organizations,

politicians, managers, property owners, firms, political parties, NGOs, etc. It is not the only

organizations obligation or responsibility that they must fulfill for example curbing social

issues. The primary reasons why companies engage CSR is because:

1. It creates a moral duty as acting responsibly is part of companies’ contribution.

2. Meeting those expectations or demands is a good citizenship obligation

3. CSR prevents harm or brings benefits to the companies

As such, the governments should hold the accountability and cannot leave the duty to

organizations or companies alone.

2.4 The way forward… is to engage and embrace CSR

Based on the studies of CSR arguments for and against above, organizations who are socially

responsible has better competitive advantages. Some reasons why companies should indulge more

in CSR is as follows:

2.4.1 Cost Savings

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One of the easiest places for a company to start engaging in CSR is to use it as a way to cut costs.

For example, a General Mills initiative on cost savings by installing 240 square meters of solar

panels during fiscal 2014, to reduce diesel consumption related to water heating and decrease

related GHG emissions. According to its 2015 CSR report, the system is projected to save about

US$50, 000 annually. The other cost savings initiative is upgrading to LED lights, another source

of energy savings in the facility. (General Mill. 2015).

2.4.2 Brand Differentiation

Brand differentiation was one of the primary reason companies embraced CSR. For example,

Coca-Cola introduces new cola drink with fewer calories and less sugar named “Coca-Cola Life”

in support of social issue “anti-obesity” campaign. (The Guardian. “Coca-cola Life”. 2014). In this

example, Coca-Cola innovates its popular cola drink by reducing the sugar content for a less

calories to fulfill customer’s shift to healthiness. Although its rival Pepsi Co is also launching

similar cola drink with less sugar, but Coca-Cola in general is using this opportunity to be different

with the rest of its competitors and stay competitive in the marketplace.

2.4.3 Customer Engagement

Engaging CSR is about publicity. Using CSR can help organization engage with customers in new

ways. An example of such engagement is encouraging family togetherness campaign organized

by Nestlé Malaysia called Bonanza Hari Keluarga Malaysia Nestlé. (Nestlé. “In Society”. 2013).

The campaign is not only for customer engagement but also benefit the society in promoting family

togetherness.

2.4.4 CSR doesn’t pay

According to David Vogel (2008), in his article called “CSR Doesn’t Pay” indicated that the

common belief always that corporate responsibility “pays” in engaging CSR activities. That is not

really true as for most firms, most of the time, CSR is largely irrelevant to their financial

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performance. Mainstream investors still rarely consider a firm’s CSR record in deciding which

shares to buy, sell or hold. Starbuck provides a good example of the limited importance of CSR to

financial performance. The firm enjoys a strong CSR reputation due to its generous labor policies

and its commitment to improve the earnings and environmental practices of coffee growers in

developing countries.

2.5 Conclusion

Undertaking socially responsible initiatives are truly a win-win situation. It’s not only making an

organization appeal to socially conscious consumers and employees, but it makes a real difference

to the world. Organizations engage seriously in welfare activities indeed producing favorable

results to not only organization but the society as well.

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