SUMMARY

Corporate social responsibility means when in organization work for the benefit of
stake holder and for the society. Many CEO’s of the companies address that
societal expectation has an important tool to get competitive advantage, for this
purpose organization struggle that how CSR build into strategy. There are three
typical approaches to build CSR into strategy.
1. Corporate code of ethics.
2. Triple bottom line report
3. Public relation campaign
According to worldwide management consulting firm these approaches are too
limited and disconnected with strategy.Code of ethics appeal personal behavior.
Triple bottom line focus on information upon corporate strategy. Public relation
campaign include non strategic window dressing. Now the question is that how
might CSR be built into strategy?
For this we have to know about strategy
“Strategy is concerned with understanding and addressing issues that impact on a
firms ability to achieve its mission so that product can be proceed to meet the need
of market, in order to build competitive advantage.
For understanding strategy we have to clear more concept about social
responsibilities and social issues.According to Friedman social responsibility of
any firm is to maximize profit. But sometime later Carroll (1979) argue that most
widely accepted conceptualization of CSR induce four responsibilities.
1. Economic responsibility
2. legal responsibility
3. ethical responsibility
4. discretionary
Beyond Carroll some academic thoughts include stack holder and corporate
citizenship into CSR social responsibilities mainly describe in two term.
1. formal social responsibilities
 2. Semi formal social
Formal social responsibilities include, explicit responsibilities like return on
shareholder, obeying laws, creating jobs, and paying tax. While semiformal
responsibilities include implicit responsibilities like adherence standards.For
linkage of CSR with firm strategy we have to see inside the organization and its
performance.
Social issues is anything that is found wrong in society. There are four aspects
about social issues.
1. Social issue is not an individual issue.
2. Social issue is not an universal issue.
3. Say, observe that if something is wrong and give idea for its removal.
4. if it is acceptable than do it.
According to Ansoff social issues exist in societal level. Building CSR into
strategy planning and programming largely takes place with in the context of six
strategy dimensions, these are missions, strategic issues, market, customer needs,
resource, competitive advantage CSR is link between very all dimension discuss
above.
Mission is a declaration of an organization fundamental purpose, why it exist, not
it see it self, what it wishes to do, its belief and long term aspiration. CSR should
be strategized in the concept of what a firm trying to achieve for this purpose take
into consideration actor expectations, industry. And level of competitive reference
from this we built CSR into strategy. According to Ansoff an issue to be strategic
it must be forthcoming development at level of importance so it impact on firms
ability to meet its objectives. Issues can be internal or external, these can be
identifies through research and analysis. There are some issue that is not official
and called unmet social need. These can be analyze or identifies through media
coverage, expert testimony, sanario planning. For capturing the market firm
choose their target market and include CSR into strategy according to target
market.
Kotler says that target market is about analyzing and asseing each market segment
attractiveness and reelecting one or more segment to focus on basic requirement
for choosing target market is market potential, sales potential competitive
assessment, cost estimate. Other variables are social dynamics that expectation of
market segment from firm. Market segment can be identifies on basis of
geographic, demographic, behaviorist variables. Customer needs means how does
firm create orientation and innovation are important. Market orientation consists
of customer dimension, competitor dimension, market information sharing
dimension. Innovation is a driving force to get competitive advantage. If
innovation are doing than it become an opportunity. If it is not done than it
becomes a threats.
Strategy is concern with matching internal resources with a changing external
environment to enhance organization performance. Internal resource can be asset
and core competitiveness of organization. For resource in CSR we have to know
resource specificity. Specificity refers to degree which resources captured some
benefits for engaging in CSR specific to firm. Competitive advantage means now
firm will compete so as to earn superior performance. For this two approaches are
used i) Positioning approach.
ii) Resource base view.
positioning approaches refer to cost positioning of product and differentiated
position of product. Creating reso4ruce based view (RBV) resources that are
ambiguous, socially complex, difficult to imitate. For this purpose we can create
such resources by remonstrating responsible management practice with firm stack
holder for long-term relation ship and to get CA. when we trust on our stake
holder than they become motivated and perform better for organization.
Conclusion:
Business firms are economic engines for society and making profits of social
responsibility. However in current climate CSR appear to be new battle ground for
competitive success. When an organization use CSR into strategy than it begin
company development. When company becomes developed than it become
industry development than country development and than overall societal
development. So building CSR into strategy is competitive tool for societal
development.