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Philanthropy, CSR and Sustainability
Abstract
Despite business’s business being business, the business owners have been doing acts of benevolence depending upon the owner’s religion, faith, values and beliefs. Establishment of temples, mosques, churches, schools, hospitals etc. has been usual practice through which firms have shown their concern about the society and made contribution to the social cause. However, of late, it is observed that progressive businesses, after understanding the nuances of sustainable development and its reporting, have moved from philanthropic mode of contributing to society to the concept of Corporate Social Responsibity (CSR). Some of them have gone beyond CSR and have entered the domain of Strategic CSR. In the process, a new concept of Corporate Sustainability, which is based on Triple Bottom-line concept, has emerged in strategic management literature. Thus, today CSR activities are being aligned with the business strategy of the firm. In the developed countries, firms are increasingly integrating CSR with the core business activities e.g. innovation, marketing, finance etc. This article attempts to look into firm’s CSR and corporate sustainability with special reference to a developing country - India.
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