A Study on Role of Indian Corporates Towards Sustainable Development: Special reference to Corporate Social Responsibility and Cause Marketing

16 Pages Posted: 28 Feb 2019

See all articles by R. Shashidhar

R. Shashidhar

Tumkur University - P. G. Department of Studies and Research in Business Administration

V. Murugaiah

Davangere University - Institute of Management Studies

K. Pramod Gonchkar

Government RC College of Commerce & Management

Date Written: January 30, 2019

Abstract

Several Indian companies have invested in CSR, Social marketing and Cause Marketing campaigns in order to meet the mandatory requirements and participate in the societal causes so that companies develop good brand imagery in the minds of the customers. CSR and cause marketing have become major tools for companies to closely associate with its stakeholders in the society. Many companies have been engaged in efforts to achieve building infrastructure, production of food grains, science and technology and spread of education, despite this, there are many areas identified in which Indian society encountering a variety of problems is related to sustainable development, there is an urgent need for addressing issues like climate change, environment protection, pollution. Indian corporates have to earmark some portion of their CSR and Cause marketing investment towards these issues. This study analyses the current position of CSR in India and compare CSR and Cause marketing activities from the perspectives of sustainable development. It also makes an assessment of current trends and future directions for incorporating sustainability components into CSR by applying case study methodology.

Keywords: case study, CSR, Climate change, infrastructure and sustainability

Suggested Citation

Shashidhar, R. and Murugaiah, V. and Gonchkar, K. Pramod, A Study on Role of Indian Corporates Towards Sustainable Development: Special reference to Corporate Social Responsibility and Cause Marketing (January 30, 2019). OIDA International Journal of Sustainable Development, Vol. 12, No. 01, pp. 11-26, 2019. Available at SSRN: https://ssrn.com/abstract=3342936

R. Shashidhar (Contact Author)

Tumkur University - P. G. Department of Studies and Research in Business Administration ( email )

B.H Road
Karnataka
Tumkur, Karnataka 572103
India

V. Murugaiah

Davangere University - Institute of Management Studies ( email )

State Highway 76, Tholahunase
Davangere, Karnataka 577002
India

K. Pramod Gonchkar

Government RC College of Commerce & Management ( email )

Bangalore
India

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