CORPORATE RESPONSIBILITY: ORGANISATIONAL PERSPECTIVES 1. introduction CSR is the important concept in order to survive in globalization world.

But only some organizations are mainly considering CSR and some are not. Different organizations have framed different definitions about the corporate social responsibility although there is considerable common ground between them. Corporate social responsibility is about how companies manage the business to produce an overall positive impact on society.

2.

Definitions of the Corporate Social Responsibility (CSR)

According to that definition of New Economic Foundation, every organisation should comply with legal requirements when taking the decision. they want to consider communities, environment, society, and workplace. CSR includes market place, work place, community and environment. Banking sector also want to consider that factors when implementing CSR. The Government sees CSR as the business contribution to our sustainable development goals. Essentially it is about how business takes account of its economic, social and environmental impacts in the way it operates maximising the benefits and minimising the downsides. Specifically, we see CSR as the voluntary actions that business can take, over and above compliance with minimum legal requirements, to address both its own competitive interests and the interests of wider society.According to that UK Government definition, that CSR should contribute to sustainable development. That means, development wants to affiliate with long-term process. That should have a long term ambition. In organisation, we can realise more long term programme regarding development. Some development programmes are done towards Agriculture sector and industrial sectors. In simple terms, companies make loud, public commitments to principles of ethical behaviour and undertake 'good works' in the communities in which they operate. That definition is also related with

BY: Y. MANUSUTHAN, DEPARMENT OF MARKETING , 2007 / C/ 27.

my topic. organisations have the more responsibility to create the sound economy. They want to provide essential opportunity to people in order to operate very well.

3. Corporate Social Responsibility (CSR) and Organization

Corporate Social Responsibility in the form of corporate philanthropy, or donating to charities, has been practiced since the late 1800s (Sethi, 1977). It was legitimate in so far that is directly benefited the shareholders, and corporate donations were mostly on the agenda of those companies that could afford it. Todays concept of CSR was developed primarily with the notion that corporation have responsibilities that go beyond their legal obligations (Friedman, 1970) CSR is the policy and practice of a corporations social involvement over and beyond its legal obligations for the benefit of the society at large (Enderle and Tavis, 1998).According to the definition of Angelidis and Ibrahim, (1993) Corporate social action whose purpose is to satisfy social needs. Lerner and Fryxell (1998) suggest that CSR describes the extent to which organizational outcomes are consistent with societal values and expectations. At its grassroots, being socially responsible has bees a concern very much related to the rationale that business are more likely to do well in a flourishing society than in one that is falling apart (Mc Lntosh et al, 1998). Over the past decades both the concept and the practice have evolved as a reflection of the challenges created from an ever changing society. In todays competitive market place, however altruistic intentions alone can no longer justify charitable giving and expenditure related to philanthropic activities. Sophisticated customers and stakeholders are looking at the behaviour of the firm; are they donating just to gain goodwill or are they truly concern about particular issues? For their part, corporations regard their contributions today not as out right donations but as investments that are intended to benefit the company as well as the recipient (Schwartz, 1996).

BY: Y. MANUSUTHAN, DEPARMENT OF MARKETING , 2007 / C/ 27.

4.

Categories of CSR

The most commonly encountered categories of CSR are as follows; 4.1. Corporate philanthropy An activity above and beyond what is required of an organization can have significant impact on the communities in which a company operates (Mullen, 1997 and Fryxell, 1988). Giving to charities in the form of percentage of pre-tax earning, provides a concrete measure of the social effort of corporate managers. Corporate philanthropy is likely to enhance the image of companies that have high public visibility. 4.2. Social disclosure Companys performance is providing information on societal initiatives undertaken by the firm. To extent that corporations provide data on their societal programs. They are responding to societal needs and expectations regarding social disclosure (Lerner and Fryxell, 1988) 4.3.Work force diversity Percentage of women and minorities in the board and/or organization are perceived as aspects of companys humanistic contribution for equity in the work place (Mullen, 1997) 4.4. Company environmental record Pro- social positioning of many firms is identified with their pro-environment policies that affect air and water (Mullen, 1997). This increasing concern with environmental issues is explained through the influence that customers environmental concerns have on product offering, and the multidimensional character of these issues (Osterhus, 1997)

BY: Y. MANUSUTHAN, DEPARMENT OF MARKETING , 2007 / C/ 27.

4.5. Financial health and tendency to grow Ratters attempting to judge a companys social responsibility generally recognized the importance of the companys financial health. Stanwick (1998) provide evidence that supports the view that profitability of the firm allows and/or encourage managers to implement programs that increase the level of CSR; in other words, a corporations level of social responsibility is affected by the firms financial performance. 4.6. Community involvement Company is that score best for their community involvement appear to make more charitable contributors, encourage more employee volunteer programs, and have great local economic impact such as tax revenue, jobs, and education

BY: Y. MANUSUTHAN, DEPARMENT OF MARKETING , 2007 / C/ 27.

5. CSR and Marketing Philosophy It is evident that marketing plays a key role in an organization to exert CSR. Many firms are blending their CSR initiatives with their marketing activities. Under mentioned figure is explaining how to related marketing philosophy with CSR.Figure 1: - Marketing towards CSR Marketing philosophy CSR

Cause related marketing Corporate social marketing Corporate community involvement

Community involvement

Corporate philanthropy

Cause marketing Green marketing

Social disclosure

Company s environmental records

SR business practices Workforce diversity Public relations Corporate advertising Financial health Cause related advertising

(Source: - ICBM- 2006, university of Sri Jayewardenepura)

BY: Y. MANUSUTHAN, DEPARMENT OF MARKETING , 2007 / C/ 27.

Marketing is both an overall business philosophy and important functional area of management which recognizes that the identification. Satisfaction and retention of customers are the key to prosperity both as a business philosophy and a business function. Marketing contributes to CSR in numerous ways. There are philosophical and pragmatic reasons why marketers should act in a socially responsible manner. Philosophically, models of a responsible society would have marketers doing their bit to contribute towards a just and fair society, along side the contribution of other institutions such as the family and the church. In my perspective, I mainly evaluate with four criteria such as market place, work place, community and environment. That marketing is one of the evaluation tools. Irrespective of diversified functional areas and organizational scenario, the proposed frame work envisions the pre-eminence of the marketing practices towards corporate social

responsibility in a broader manner. Theoretically it is proven that social responsibility marketing is the key towards CSR in an organizational scenario. 6. Conculusion
Organisations have the responsibility to restructure the society when happened the extreme events. For that purpose, there should be a fix amount to implement some activities to restructure the society immediately. Most of the corporate social responsible activities are doing towards community by every organisation. They do not have much of consideration about environment, work place and market place. Therefore, they want to provide the services towards reduction of environmental protection, work place and market place.

BY: Y. MANUSUTHAN, DEPARMENT OF MARKETING , 2007 / C/ 27.

pRefernces Books  Annual Reports (2004 and 2005), Commercial Bank of Ceylon Limited  Annual Reports (2004 and 2005),Bank of Ceylon  John W.Best and James V.Kahn, Research on Education. (Seventh edition), 2004.  Koyhari.C.R. Research methodology (Second edition), Delhi, V.SJohri for Wiley Eastern Ltd. 1990.  Third International Conference on Business Management (2006), Corporate Social Responsibility: profit and Beyond, University of Sri Jayewardenepura.  World Bank reports, 1818, H Street, Washington, D.C. 20433, USA.

Journals  Business Today (2004 2005), printed by Print care packaging (Pvt) ltd  Bankers Journal (2004-2005), A quarterly Publication of the Institute of Bankers of Sri Lanka

BY: Y. MANUSUTHAN, DEPARMENT OF MARKETING , 2007 / C/ 27.