Title: Corporate social responsibility in Indian sugar industry: managers' reflections

Authors: Abhishek Nirjar; Raj K. Kovid; Kavita Singh

Addresses: International Management Institute, B-10, Qutab Institutional Area, New Delhi 110016, India ' IFIM Business School, Electronic City – I Phase, Bangalore 560100, India ' School of Management, Gautam Buddha University, Greater Noida, 201310, India

Abstract: Based upon data collected through semi-structured interviews of the top managers in Indian sugar manufacturing firms, we explore how they understand the concept of corporate social responsibility (CSR) and its implications for improving the level of motivation and commitment of stakeholders and the firm's reputation which consequently influences the performance of the firm. The study indicates that the concept of CSR is perceived by the managers in their own way highlighting the divergence about the understanding and meaning of CSR in emerging economies. However, it was agreed by all the respondents that CSR initiatives create an immense influence on winning over the trust and confidence of concerned stakeholders thereby improving the business sustainability and performance of sugar manufacturing units. The findings of the study seem to be consistent with the stakeholder theory in order to understand and explain the firms' responsibilities toward their stakeholders.

Keywords: corporate social responsibility; CSR; stakeholder motivation; stakeholder commitment; sugar industry; India; stakeholder theory; firm reputation; firm performance; emerging economies.

DOI: 10.1504/IJICBM.2014.063961

International Journal of Indian Culture and Business Management, 2014 Vol.9 No.1, pp.17 - 36

Received: 13 Oct 2012
Accepted: 18 Feb 2013
Published online: 30 Aug 2014 *

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