Header menu link for other important links
Corporate social responsibility and corporate image resurrection: Cases of mining firms in Odisha
S. Sindhi, M. Padhi,
Published in Springer Singapore
Pages: 343 - 361
Corporations are actively embracing corporate social responsibility (CSR) in response to expectations of customers, employees, society and other stakeholders. In many cases, CSR is used as a tool for enhancing the legitimacy of the business among its stakeholders and for the development of a positive corporate image (Morimoto et al. 2004). This paper looks at the use of CSR as mechanism for corporate image resurrection by two business houses in Odisha. The paper looks at the activities undertaken by the business houses to communicate a positive brand image among its stakeholders. Though the paper draws on the stakeholder theory of the instrumental and moral duty of businesses to meet stakeholder norms for desirable organizational behaviour, it goes beyond it to look at CSR as an image makeover and a brand-building exercise. The paper describes the case of two India-based mining corporations located in the state of Odisha which were in the eye of controversy and drew global criticism. The business houses soon realized the importance of corporate reputation and inherent benefits associated with it. The first step they took was to resurrect their image in the eyes of stakeholders through CSR activities. The focus of the cases is on this aspect of their activity. The cases have been analysed in the light of stakeholder approach. © Springer Nature Singapore Pte Ltd. 2018. All rights reserved.
About the journal
JournalData powered by TypesetStrategic Marketing Issues in Emerging Markets
PublisherData powered by TypesetSpringer Singapore