CORPORATE SOCIAL RESPONSIBILITY-PARADOXICAL LEARNINGS FOR SOCIETY

Corporate Social Responsibility is defined as "a commitment to improve community well-being through discretionary business practices and contributions of corporate resources".

- PROF K.S CHANDRASEKAR

Some of the benefits of being socially responsible include, enhanced company and brand imageeasier to attract and retain employees, increased market share, lower operating costs andeasier to attract investors. A socially - responsible firm will care about customers, employees, suppliers, the local community, society, and the environment. CSR éan be described as an approach by which a company recognizes that its activities have a wide impact on the society and that development in society in turn supports the company to pursue its business successfully and actively manages the economie, social, and environmental and human rights.This approach is derived from the principles of sustainable development and good corporate governance. Marketing managers within different firms will see some social issues as more relevant than others. The relevance of a given social issue is determined by the company’s products, promotional efforts, and pricing and distribution policies but also by its philosophy of social responsibility. In this contest, it is important that corporate social responsibility other than being regulated by Law, has to become wi of life in corporates in the interests of the society.