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Here we take a re look at the
Corporate Social Responsibility practiced across the world.
Dr. Wayne Visser author of nine books on CSR and think tank
to various CSR leaders , explains that the philanthropic
activities is the top most layer of the ice berg . It is
more about how the organization contributes to create a
difference to the Socio - economic factors . Late Dr.
Prahalad Kakkar advocated the ’Bottom of the Pyramid ‘
principle ‘ which redefined rural marketing with premium
product being sold in smaller packages. But it was differed
by Md. Yunis founder of Gramin Bank , with “Worm’s View “ .
He shared that the lowest strata needs to be empowered to
become Producers and not remain consumers which was
supported by Dr . Kakkar theory of Co- Creation . In an
organization , the CSR begins with deciding on activities to
be done and factors to be audited in one financial year.
This auditing is done as per the global standards . The
reports are published and shared with the stakeholders.
The social responsibility on an
individual segment is taken at a similar yet a very
different level. The chief aim is to make an effort to
generate economic benefits to the lowest segment by bringing
a platform or gateway to the wider world . Two designers
from Symbiosis Design Institute , Maneet Kaur and Ulka
researched on the craftsmen from Nunnur in West Bengal to
showcase the designer talent . They prepared designer outfit
from the reusable quilt stitched by the craftsmen from the
remote village and presented them on a global platform .
This was their effort to design a sustainable yet
sophisticated garment and reinstate the economic viability
of the artisans. They clearly noted their aim to get
recognition and give the due to the artisans who are far
below the poverty level.
A In the area of social
responsibility Dr. Visser explained the behaviour of such
champions who bring in the change in four different
quadrants. In clockwise direction he placed was Activist,
Catalyst , Facilitator and Expert . According to him an
Expert is one who wants to see it till the end a Facilitator
believes in empowering people , a Catalyst comforts in
influencing people and an Activist is one wants to leave a
legacy of actions behind him.
As a process he defined the
development of CSR from its early days from Philanthropy to
Sustainability , setting the path ahead with creativity,
scalability , responsiveness, locality and circularity.
Finally when asked about what is the social responsibility
of an HR Manager who has to restructure to ensure
profitability to the organization, he replied, that the
individual should find a mid way by restructuring salaries
and roles to avoid unemployment or under-employment.
Reflecting Thoreau’s word that goodness in action is the
biggest social responsibility.
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