Authors: Anup Raj
Addresses: Narsee Monjee Institute of Management Studies, Hyderabad #12-13-95, Street No. 3, Adj. Big Bazaar, Tarnaka Secunderabad-500017, Telengana State, India
Abstract: This empirical article investigates indicators and motives of modern corporate social responsibility (CSR) practices in Indian agribusiness context. The study uses content analysis of semi-structure interviews of 28 managers in four large Indian agribusiness firms. This study follows an inductive approach and offers a framework that provides insights into the indicators of agribusiness sector specific real motives of Indian firms for pursuing CSR. According to this framework, Indian agribusiness firms engage into participatory approach of community development as a proxy to CSR resulting finally in community ownership of CSR projects leading to sustainable CSR engagement. Interestingly, the findings of the study emphasise that there is an apparent shift from earlier prevalent ethical and philanthropic approach of CSR to stakeholder approach in the context of Indian agribusiness. The study reveals that there are two clear indicators to gauge the CSR intentions of agribusiness firms; the 'visible community development actions' and 'quantum of fund invested in CSR'. The study also divulges that more often than not 'quantum of CSR fund' is a function of the real nature of business of the firm and its legal/business requirements rather than philanthropic or altruistic motives.
Keywords: emerging economy; agribusiness; corporate social responsibility; CSR; India.
International Journal of Business and Emerging Markets, 2018 Vol.10 No.3, pp.270 - 288
Available online: 15 May 2018 *Full-text access for editors Access for subscribers Purchase this article Comment on this article