Need of New Model of CSR

Author believes that the long term success of the modern day organization shall hinge upon the overall success of the CSR programs which shall provide a catalytic boost to the brand image of the company and their products and services in the minds of the people in the society.

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Rusen Kumar
Rusen Kumar

By Rusen Kumar

The evolution of successful CSR Models to ensure engagement, excellence, and innovative approaches to imbibe, instill, inspire and sustain the passion and spirit of CSR among all stakeholders of the organization and the society shall play a key role in defining success of organizations.

The northwards skyrocketing  Sensex, the race of achieving corporate excellence,  the quest of being listed in Forbes Fortune 500, quest to maximize ROI, quest to be the leader in product and service delivery and innovation, quest of being of the leaders in adopting latest technologies has been posing new set of challenges and opportunities to the corporate doyens of modern India to deliver excellence with a passion to achieve global competitiveness by leveraging CSR innovations in the digital era.

The organizations across the global are orienting the organizational structure, Standard Operating Procedures, Systems, People and Processes to align the CSR activities in concomitance and alignment with the organizational vision, mission and objective.

IICA under the visionary leadership of Bhaskar Chattergee, recently signed memoranda of understanding with country’s leading research, academic and business institutions including Institute of Public Enterprise (IPE); Tata Institute of Social Sciences (TISS); Tata Energy and Research Institute (TERI) and YES Bank Limited in the presence of Minister of Corporate Affairs, Sachin Pilot in the process of achieving excellence in areas of common interests by leveraging the competencies of the partner institutions.

The Indian Business School are pioneering new vistas of excellence by innovative curriculum, forging strategic alliances, and laying enhanced emphasis on corporate social responsibility, integrated research and various other allied areas.

The students of Goa Institute of Management (GIM), Sanquelim, North Goa, undertook various projects under a corporate social responsibility (CSR) initiative known as ‘Give Goa’ as a part of the missionary zeal of GIM to evolve more and more socially responsible managers. The recent inclusion of ‘Farming’ to CSR is a milestone achievement as the budding managers are working with the farmers to enhance the overall farm productivity.

The Corporate world is increasingly busy in planning, implementation and control of participatory development models in the areas of CSR so as to leverage the challenges and opportunities arising in the dynamic dimensions of business environment. The success of the organizations in the morden competitive business world will depend phenomenally on the CSR strategies and their successful CSR Models to ensure engagement, excellence, and innovative approaches to imbibe, instill, inspire and sustain the passion and spirit of CSR among all stakeholders of the organization and the society shall play a key role in defining success of organizations.

I urge the senior management of the leading corporates to create dynamic team of learning and Development professionals who are committed the cause of excellence in the organization by taking up the mission of the CSR on a turnkey basis to focus on developing CSR orientation, knowledge, skills and passion to apply the knowledge and skills for achieving excellence in CSR projects ultimately contributing to the vision, mission and objectives of organization.

The long term success of the modern day organization shall hinge upon the overall success of the CSR programs which shall provide a catalytic boost to the brand image of the company and their products and services in the minds of the people in the society. Setting up Organizations and business models around CSR shall see new phases of evolution in emerging economies including India.

Known as CSR thinker in India, Rusen Kumar is the Founder and Editor of India CSR Network and CSR & COMPETITIVENESS Magazine.

(The article first published in CSR & COMPETITIVENESS, October 2013)

Disclaimer: The views and opinions expressed in the article are solely of the author in personal capacity and do not in any way represent views of any institution, entity or organization that the author may have been associated with.

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