International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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THE NEW ERA OF ‘CORPORATE SOCIAL RESPONSIBILITY

    3 Author(s):  MS. ARUNA SHARMA , MS.NEHA GUPTA , MS.CHANDNI DUGGAL

Vol -  5, Issue- 1 ,         Page(s) : 193 - 207  (2014 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

CSR is becoming a complete business strategy that aims to ensure the long-term viability of the business, by assuming an active role in the development of the community, the economy, and the environment through good business practices. CSR initiatives by organizations have become tools to pass the message of sustainable consumption among consumers, employees and society at large. It all promotes green behavior in society. The present study aims to understand the importance, effects and key dimensions of CSR in today’s dynamic environment. Howard Schultz, the CEO of Starbucks once described corporate social responsibility as “trying to achieve a fragile balance of creating the necessity of profitability and balance of having a social conscience”

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1. CORPORATE SOCIAL PERFORMANCE  REVISITED (1991) by Donna J. Wood, Academy Of Management
2.CORPORATE GOVERNANCE:CONCEPT & DIMENSIONS by SANJIV AGARWAL,
SNOW WHITE PUBLICATION PVT  LTD, AUGUST 2003
3. Corporate Social Responsibility In India by C.Gopala Krishna, Mittal Publications, 1992

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