The impact of globalization on the Reliance group of companies' Corporate Social Responsibility philosophy

Acknowledgement

Iwould take this opportunity to express gratitude my study supervisor, family and associates for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first titles and surname here], declare that the contents of this dissertation/thesis comprise my own unaided work, and that the dissertation/thesis has not before been submitted for learned written test in the direction of any qualification. Furthermore, it comprises my own attitudes and not inevitably those of the University.

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Abstract

Purpose

The aim of this thesis is to study the effectiveness of the CSR strategies of Reliance Group in terms of their impact on development in the host country in which they operate. The paper extends Reliance Group interaction between the corporation and its stakeholders through a cultural systems approach.

Achievements

The interest in Corporate Social Responsibility (CSR), which identify that Reliance Group of companies have obligations that extend beyond short-run profit maximization to include notions of social and environmental concern, has increased considerably in recent decades. The notion of cultural systems is combined with CSR agendas - diversity, sustainable environment, and community involvement/corporate philanthropy - to examine presentations of corporate social responsibility on Reliance Group web sites. The consequences in corporate web site discourse about CSR in Reliance Group are strikingly different. With respect to all CSR agendas, the Reliance Group site includes a more detailed explanation of its efforts, rooted in local communities in the India.

Methods and Limitations

For this study secondary research technique is selected. Even though Reliance Group is not necessarily more involved with CSR efforts than as it is shown, it has a greater need to express its CSR activities in detail due to the differences in expectations rooted in the India and US cultural systems. CSR is a somewhat latest amendment to the business agenda and it has potential to boost in effectiveness and importance in the future.

Table of Contents

CHAPTER 1: INTRODUCTION7

Background7

I.II. Statement of purpose8

research question8

Aims and Objectives………………………………………………………………………9

I.III. Limitations of the current literature10

CHAPTER 2: LITERATURE REVIEW12

Employee Satisfaction and Wellbeing22

Rural Infrastructure Development24

Supporting Indian Culture27

Brand management: Theory and frameworks40

CHAPTER 3: METHODOLOGY44

Research design44

Primary data44

Sample frame44

Questionnaire development and analysis45

CHAPTER 4: RESULTS AND DISCUSSION48

Gender difference52

Differences amidst distinct learning categories53

Difference amidst inhabitant groups55

Difference in age groups56

The Future Of CSR58

CHAPTER 5: DISCUSSION AND CONCLUSION59

Discussion59

Limitations and conclusion68

Internal CSR voice70

Measures and consequences71

Institutionalized Stakeholder Perspectives71

Proactive Visibility72

Deliverables Exceed Promise72

Repositioning73

Strategic CSR: Good Business Sense74

Implications for practice75

REFERENCES78

Chapter 1: Introduction

Background

 Corporate social responsibility (CSR) is profiting momentum among companies as evidenced in the number of CSR plans that global corporations are undertaking. Furthermore, as asserted by a global Economist Intelligence Unit review, the percentage of managers giving very high priority to CSR will soar to 70% in the next three years (Franklin, 2008).

Whereas CSR plans are evolved with the objective to supply support to worthy determinants, companies perform them as much to boost visibility as to conceive social impact. Apparently, companies invest very powerfully not only in “good” activities but furthermore in broadcasting those ...