From mouth to hand - for - from hand to mouth: a conceptual research paper on the missed managerial aspect to CSR activities

The idea of Corporate Social Responsibility has created a lot of buzz internationally. In response to this more fuss has been created by the responsible economies, the ripple effect can be seen with many an organisations fluttering and the managers cluttering.

Glittering terms and fashionable ideas are appeasing. They presents a rosy picture much wished for specially for a country with over 1.21 billion people (2011 census) and 93 million slum population. With a lot of organisations looking at the welfare aspects, there is a need to focus on the managerial aspect of the activities related to CSR. The softer side of the issue is already being dealt by specific institutions and government agencies and yet the economic discrepancies are widely visible. With the government of India making CSR activities compulsory a lot of money and efforts are available. And a proper managerial stance is required to channelize this into a meaningful whole. The much felt gap needs a focused approach, a strategic outlook and consistent efforts. The research endeavours to draw attention to the vast difference between the picture wished for and the actual scenario.

The research aims to highlight the actual state of affairs of the activities taken up or shown under the head of corporate social responsibility and the much needed strategic focus and managerial handling. One of the main questions which lead to the research was to identify the seepages in the CSR activities – effect circle. If most of the big Organisations are undertaking CSR activities either voluntarily or forcibly, why the result is not shown in the same proportion as the activities propagated.