Acta Univ. Agric. Silvic. Mendelianae Brun. 2013, 61, 2555-2560

https://doi.org/10.11118/actaun201361072555
Published online 2013-12-24

Corporate social responsibility of the 100 largest Indian companies – an analysis of website communication

Avinash Mulky

Marketing Area, Indian Institute of Management Bangalore, Bannerghatta Road, Bangalore 560076, India

Corporate social responsibility has become an important concept in the business world in recent decades. CSR is important in all countries but is particularly relevant in emerging markets where the levels of human development are not high. The United Nations Development Programme has created the Human Development Index (HDI) to measure the human development in countries. The present study analyzes the CSR communication on the websites of the 100 largest Indian companies. The objective was to examine the reported CSR activities and determine whether the activities address the dimensions and indicators of the HDI. The study uses content analysis to classify the CSR activities into categories corresponding to HDI parameters. The findings indicate that about two thirds of the companies are using their websites to communicate CSR. Of the companies which reported CSR, about eighty percent report support for primary education and about seventy percent undertake livelihood support activities. The level of corporate involvement in the health dimension of human development is quite low. Reduction of infant and maternal mortality does not get much corporate attention. This study will add to the literature on CSR in emerging markets and will be useful for firms in India and other emerging markets that are planning CSR activities aimed at human development parameters.

References

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