This article will provide brief overview about definition,
conceptual views as well as possible environmental actions related to the notion of business’s social responsibility.
Example will be cited to highlight successful facilitation of a socially responsible business.
With ever increasing concern on environmental hazards
and issues related to various products and services, it is becoming an undeniable fact that a business should ensure its social
responsibility to facilitate a societal sensitive corporate image. Koontz & Weihrich (1990) asserts that corporate social
responsibility is nothing more than seriously considering the impact of company’s action on society. However a more
comprehensive definition refers social responsibility with the degree to which a company recognizes what being a good community
and global citizen means and acts accordingly (Slocum, 1995:17).
It was further asserted that there are three basic
conceptual views of social responsibility are generally acknowledged. First ‘traditional social responsibility’
is referred to the perception that by serving the interests of shareholders, organization is fulfilling its social responsibility.
Second, ‘stakeholder social responsibility’ perceives that managers and employees have obligations towards identifiable
group (stakeholders) that are affected by or can affect organizational efforts to achieve its goal. The difference here is
replacement of group definition ‘shareholder’ with ‘stakeholder’ where latter covers broader range
of members including shareholders, customers, competitors, government agencies, unions, employees, debt holders trade unions,
suppliers and consumer groups. Third, ‘affirmative social responsibility’ initiates dimension broader that organizational
stakeholders by arguing that business has obligations to avoid problems by anticipating changes in its environment, blending
goals with both stakeholders as well as public and promoting their mutual interests (Papers4you.com, 2006).
To fulfil environmental obligations, social audit
is a tool corporate can adopt. Social audit is to identify, measure, evaluate and more importantly report on with continuous
monitoring the effects of organization on society and is not manifested through financial statements (Weiss, 1994) . Organizations
may carry various affirmative environmental policies to ensure the environmental issues relate dot different areas. For instance
in area of accidents, open disclosure of accidents, usage of homogenized standards worldwide can be some options (Papers4you.com,
2006). Pollutions can be reduced by providing incentives internally as well as externally and green teams can also be evolved.
Moreover wastes can be minimized through waste disposal services and taking back it from customers. Similarly environmentally
safe substitutes can be used in product with minimum and safe packaging (Corbett & Wassenhove, 1993).
Now considering these standards, example of Body
Shop can be taken as most suitable case. Body Shop has developed its corporate image as provider of environmentally friendly
and natural cosmetics (Slocum, 1995). It was further asserted that company sales and profits were ever rising however the
business opposed animal testing, sell most products in reusable bottles with refilling services and always supported recycling
process written on their packaging.
So the discussion and example of Body Shop asserts
that by fulfilling social responsibility, businesses can win society’s heart and remember customers are always associated
Corbett. C, J, & Wassenhove, L, N, (1993),’The
green Fee: Internalizing and operationalizing environmental issues’, California Management Review, Fall 1993, 116:135
Koontz, H, & Weihrich, ‘ Essentials of
Management’, Fifth Edition, New Delhi: Tata McGraw-Hill Publishing Company
Papers For You (2006) "P/B/641. Theoretical issues
of CSR", Available from http://www.coursework4you.co.uk/sprtbus32.htm [22/06/2006]
Papers For You (2006) "C/B/353. Literature Review
on CSR", Available from http://www.coursework4you.co.uk/sprtbus32.htm [21/06/2006]
Slocum, h & Hellriegel, D (1996), ‘Management’,
Seventh Edition, Ohio: South-Western
Weiss J, W, (1994),’Business Ethics: A Managerial
Stakeholder’s Approach’, Belmont, Calif: Wadsworth