Corporate Social Responsibility

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Presentation transcript:

Corporate Social Responsibility

Corporate Social Responsibility (CSR) CSR is where organisations consider the interests of society/customers by taking responsibility for the impact of their activities on consumers, employees Some underlying theories Agency theory: Gailmaid, S (2009) & Garrone, P., Grilli, L, and Rousseau X (2013) Legitimacy theory: M. Azizul Islam

Types of CSR Legal: Following the law is important for entities Ethical business practice; better working conditions Economic: business exist to make profit Philanthropic: The desire to promote the welfare of others

Benefits of CSR Building relationships Donation to society Company brand recognition Business reputation/ goodwill Increased sales Customer loyalty

Activity: Using CSR as a communication strategy Design a CSR communication campaign Theme: “Research for Social Development” Target audience Message Activities M & E the effectiveness of the campaign

Activity   Target Audience Message Activities 1 2 3 4

Lessons Why CSR? Why the activity? Why the message ? Why the audience ?

M & E the effectiveness of the campaign   INDICATOR DEFINITION How is it calculated? BASELINE What is the current value? TARGET What is the target value? DATA SOURCE How will it be measured? FREQUENCY How often will it be measured? RESPONSIBLE Who will measure it? REPORTING Where will it be reported? Goal Outcomes Outputs

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