csr activities of robi

8/18/2019 CSR ACTIVITIES OF ROBI

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Chapter 01- Introduction of the study

1.1 Introduction

Corporate Social Responsibility or CSR for short is a relatively new term that

has suddenly gained currency. Hundreds, indeed thousands, of companies

are adopting ethical policies or codes of conduct saying how they intend to

behave. More and more companies are signing up to such initiatives as the

United Nations lobal Compact or the !air "abor #ssociation. $hey are %oining

bodies such as &orld 'usiness Council for Sustainable (evelopment and CSR

)urope. *n both sides of the #tlantic there are myriads of conferences and

initiatives, where corporate CSR )+ecutives, some even from companies with

a long antiunion record, meet up with campaigns, N*s and indeed trade

unions. CSR means di-erent things to di-erent people. However, certain

ideas are becoming commonly accepted. *ne is that CSR is not about

philanthropy or charitable wor. /t refers to something much more

fundamental. /t is about how companies tae responsibility for their actionsin the world at large. Conventional CSR &atchdogs include "abor Unions,

Consumer roups, )nvironmentalists, N*s and all Staeholders watching

over their interest as opposed to Stocholders only. CSR focuses vary by

business, by si0e, by sector and even by geographic region. $he umbrella of

CSR is 1uite big and it includes all the good practices that increase the

business pro2tability and can preserve interest of all staeholders. However,

Lotus Holdings de2nes CSR as 3 $he integration of the interests of the

staeholders 4 all those a-ected by a company5s conduct 4 into the

company5s business policies and actions, with a focus on the social,

environmental, and 2nancial success of a company, the socalled triple

bottomline with the goal being to positively impact society while achieving

business success.


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1.2 Objectives of the study:

$he ob%ectives of the study are as follows6

$o identify the ma%or types of CSR at Robi.

$o identify the public feedbacs of CSR activities.

$o identify ma%or problems in e+cluding CSR activities.

$o recommended probable solutions of the problems.

1.3 Rationale of the tudy

#s professional degree holders under the School of 'usiness, ''# students

are the future managers of organi0ations. # ''# graduate student also

re1uires that they get e+posure to /nternational Management 7 Mareting

aspects. /n this connection / have chosen a multinational company for my

thesis, which is one of the leading telecom companies of 'angladesh. /

consider myself very lucy to wor in the large company where / got the

e+posure to internationallevel standards of mareting management

activities in a highly competitive and dynamic business environment.

However, it is also bene2cial for both the students 7 organi0ation to upsurge

relationship among them for further opportunities. #fter successful completion

of woring with an organi0ation, a thesis is to be submitted to both onsite

supervisor as well as academic supervisor for evaluation Here / will try to 2nd

out how much Robi ful2ll the CSR activities. #nd i wrote the needs of the

study and try to show the logic how my study will be bene2cial for the

society.


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1.! "ethodolo#y

$his study will based on 8rimary 7 Secondary data however ma%ority of

the data will be collected from secondary sources. $hose primary and

secondary sources are as follows6

$ri%ary ources of data:

*bservation during total thesis period.

/nvolvement with the direct CSR activity of Robi.

/nterviewing public about CSR.

econdary sources of data:

(i-erent daily newspapers.

News letter of 3 Robi publications for customers.

/nternal publication of Robi employee.

(i-erent websites.


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1.& 'i%itations of the study:

$he limitation is described in below6

$ime frame for the research was very limited. $he actual survey

was don within a short period.

Unavailability of written documents as to re1uire fo maing

comprehensive study.

"argescale research will not be possible due to constraints and

restrictions of both time period and by the organi0ation as well.

$he information sources regarding this study are not so much

larger. /t would be more correct if the study conduct with large

information sources.

$ime will be ma%or constraint in accumulating all sorts of

information in an organi0ed way.


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Chapter 03-(heoretical Overvie)

3.1 Concept of Corporate ocial Responsibilities:

(e2nitions, 9CSR is about capacity building for sustainable livelihoods. /t

respects cultural di-erences and 2nds the business opportunities in building

the sills of employees, the community and the government9 from hana,

through to 9CSR is about business giving bac to society9 from the

8hilippines.

8hilip :otler and :evin "ane :eller urge that, ;Raising the level of socially

responsible mareting calls for a threepronged attac that relies on properlegal, ethical, and social responsibility behavior.<

Corporate social responsibility =CSR, also called corporate conscience,

corporate citi0enship, social performance, or sustainable responsible

business> Responsible 'usiness is a form of corporate selfregulation

integrated into a business model. CSR policy functions as a builtin, self

regulating mechanism whereby a business monitors and ensures its active

compliance with the spirit of the law, ethical standards, and international

norms. /n some models, a 2rm?s implementation of CSR goes beyond

compliance and engages in 9actions that appear to further some social good,

beyond the interests of the 2rm and that which is re1uired by law.9 CSR is a

process with the aim to embrace responsibility for the company?s actions and

encourage a positive impact through its activities on the environment,

consumers, employees, communities, staeholders and all other members of

the public sphere who may also be considered as staeholders.

http://en.wikipedia.org/wiki/Corporatehttp://en.wikipedia.org/wiki/Self-policinghttp://en.wikipedia.org/wiki/Business_modelhttp://en.wikipedia.org/wiki/Norm_(sociology)http://en.wikipedia.org/wiki/Stakeholder_(corporate)http://en.wikipedia.org/wiki/Public_spherehttp://en.wikipedia.org/wiki/Self-policinghttp://en.wikipedia.org/wiki/Business_modelhttp://en.wikipedia.org/wiki/Norm_(sociology)http://en.wikipedia.org/wiki/Stakeholder_(corporate)http://en.wikipedia.org/wiki/Public_spherehttp://en.wikipedia.org/wiki/Corporate


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3.2 CR in *istorical $erspective:

CSR is a concept whereby companies integrate social and environmental

concerns in their business operations and in their interactions with their

staeholders on a voluntary basis. =reen 8aper, @AAB Socially responsibility

means not only ful2lling legal e+pectations, but also going beyond

compliance and investing Dmore5 into human capital, the environment and in

rapportbuilding with staeholders. /t is relevant in all types of companies

and in all sectors of activity, from MSM)s to Multinational )nterprises =MN)s.

;# number of companies with good social and environmental records indicate

that these activities can result in better performance and can generate morepro2t and growth. =reen 8aper, @AAB Research =/ndustry wee, BE Fanuary

@AAB has shown that about one half of the above average performance of

socially responsible companies can be attributed to their CSR image while

the other half is e+plained by their performance. Socially responsible

companies are e+pected to deliver aboveaverage 2nancial returns. =reen

8aper, @AAB CSR has some internal dimensions such as6 human resources

management, health and safety at wor, adaptation to change andmanagement of environmental impact and natural resources. $he e+ternal

dimensions include local communities, business, partners, suppliers and

consumers, human rights and global environmental concerns. #gain, CSR

may be as simple as sponsoring social service oriented entertainment

events. /n essence, DCSR is positive rapport with the society5. /n a


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'angladesh conte+t, several multinational companies and local companies

practice CSR. &hile the multinationals are inGuenced by their own )SR'

disposition, most of the business concerns in 'angladesh do not rate high in

practicing CSR unless being pressured by the foreign buyers in case of e+port

oriented business.

3.3 (ypes of CR:

Corporate social responsibility covers a very broad area that a-ects

the following6 Society =public accountability, health and safety, human

rights and community, )nvironment =pollution, reduction of resources, and

impact of output and optimi0ation of waste>reuse, and )conomy =2duciary

duty and contribution to economic prosperity.

$here are si+ distinct types of corporate social responsibility that fall

into targeted categories6


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H Cause Related Mareting

H Corporate Social Mareting

H Cause 8romotions

H

Corporate 8hilanthropy

H Community Iolunteering

H Social Responsible 'usiness 8ractices.

3.! +ene,ts of Corporate ocial Responsibility:

Create hareholders alue:


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/nvestors are becoming more concerned to invest in companies that act

with good corporate governance and social responsibility. /ncreasingly, a

company5s performance as a responsible business is ey to its 2nancial

and stoc maret standing, helping to protect it from instability and

share price volatility.

Increased Revenue +ase

CSR can boost factors that drive revenue in important ways. CSR

initiatives and causerelated mareting could build reputation and goodwill

among suppliers and customers. )mployees who identified with the social

mission are liely to be motivated, committed and more prepared to mae

sacri2ces as a team member.

'o)er +usiness Ris

Companies are being held increasingly accountable for their actions today.

Such business ris could a-ect reputation, access to capital and even long

term viability in some instance. 8roactive dialogue with e+ternal

staeholders can help to foster understanding, in preempting and

minimi0ing the repercussions.


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+rand di/erentiation custo%er retention:

/n crowded maretplaces, companies strive for a uni1ue selling proposition

that can separate them from the competition in the minds of consumers.

CSR can play a role in building customer loyalty based on distinctive

ethical values.

3. CR I%plications to +usiness ctivities:

Companies are facing the challenges of adapting e-ectively to the changing

environment in the conte+t of globali0ation and in particular in the e+port

sector. #lthough Consumer Rights Movement, enforcement of government

regulations and a structured view regarding the economic importance of CRS

are not yet so widespread in the corporate world in 'angladesh, companies

have gradually attaching more importance to CSR in the local maret as well.

$hey are increasingly aware that CSR can be of direct economic value.

Companies can contribute to social and environmental ob%ectives, through

integrating CSR as a strategic investment into their core business strategy,

management instruments and operations. $his is an investment, not a cost,

much lie 1uality management. So, business organi0ations can thereby have

an inclusive 2nancial, commercial and social approach, leading to a long

term strategy minimi0ing riss lined to uncertainty.

3. CR as Co%%unity 4evelop%ent:


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CSR in 'angladesh can also contribute a lot to community development. $he

corporate house can develop the community by creating employment,

providing primary education, contribution to infrastructure development lie

road and highways and addressing environmental concerns. $his is more

relevant for a country lie 'angladesh where the government interventions

in these 2elds being augmented by corporate alliance can go a long way in

developing the economy, society and environment.

3.& CR pplications and Realities in +an#ladesh:

CSR concepts and practices in 'angladesh have a long history of

philanthropic activities from the time immemorial. $hese philanthropic

activities included donations to di-erent charitable organi0ations, poor

people and religious institutions. $ill now, most of the businesses in

'angladesh are family owned and 2rst generation businesses. $hey are

involved in the community development wor in the form of charity without

having any de2nite policy regarding the e+penses or any concrete motive

regarding 2nancial gains in many instances. Moreover, most of the SM)s fallunder the informal sector having low management structure and resources

to address the social and environmental issues. $hese limitations drive the

top management of local companies to thin only about the pro2t

ma+imi0ation rather than doing business considering the triple bottom line6

pro2t, planet and people =CSR de2nition of "otus Holdings. $he discussions


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on CSR practices in 'angladesh in its modern global terms, are relatively

new, but not so for the concept itself. 'ecause, being a part of the global

maret, it is diJcult to ignore CSR standard speci2cally in the e+port sector.

/n general, it is true that in 'angladesh, the status of labor rights practices,

environmental management and transparency in corporate governance are

not satisfactory, largely due to poor enforcement of e+isting laws and

inade1uate pressure from civil society and interest groups lie Consumer

!orums. lobally, as CSR practices are gradually being integrated into

international business practices and hence is becoming one of the

determining factors for maret accesses, it is becoming e1ually instrumental

for local acceptability. # focus on CSR in 'angladesh would be useful, not

only for improving corporate governance, labor rights, wor place safety, fair

treatment of worers, community development and environment

management, but also for industriali0ation and ensuring global maret

access. Since, CSR entails woring with staeholders it is important to wor

from within and diagnose the staeholdersK concerns so that CSR is truly

embedded in the companies. 'y now, many CSR dimensions are practiced in

'angladesh. $he SM)s largely depend upon e+port. $he US and )U buyers

set guidelines to RM industry to ensure the standards. $he BLL@ Hrin5s 'illand subse1uent consumer and industry boycott of RM products by US# and

the conse1uent remedial moves by local RM sector is one e+ample.

Moreover, some buyers from )U visited the sites of recently collapsed

garments factories. # temporary ban was also imposed on Shrimp e+port to

the )U on health and hygienic standard and appropriate remedial action

followed in that instance too. 'ut, some of the e+porters found diJculty in

convincing the US>)U buyers to have positive attitude towards 'angladesh

due to inade1uate CSR practices,

"ac of enforcement of /ndustrial "aws and Regulations, wea unions,

absence of consumer rights groups and high level of corruption within the


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regulatory bodies mae CSR violation rampant in 'angladesh. $wo most

signi2cant foreign e+change sources is the RM sector and the overseas

manpower e+port. Unbelievably low compensation, woring hours,

health>hygiene>sanitation conditions, 2re safety and various types of abuse

are so common and to the e+tent of inhumanity that wild shoc any

conscientious individual to the core. Recently, the RM sector employees

have embared on a industry wide movement to establish their rights.

*verseas worers are mostly e+ploited by recruiting agencies whereas these

rural and mostly illiterate people have to sell all their belongings becoming

paupers of lend money at very high interest. *wing to cheating by the

recruiters and unlawful behavior by the overseas employers, many of them

get compelled to come bac as beggars, some after long con2nement in

overseas %ails. Hardly any remedy is available from the law enforcing

agencies.

Many industrial units run with halfcentury old machinery producing fatal air,soil and water pollutions. More modern factories also don5t care to install

)uent $reatment 8lants.

Starting from !MCs, vegetables, fruits and all other conveyable goods,

adulteration, abnormal ripening at times with poisonous elements, eeping

2sh fresh with applying deadly !ormalin and all other malpractice is rampant

and carefree. ood overnance and eJcient law enforcing agencies can only

solve these plights.


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3.5 $rospects and 6uture of CR in +an#ladesh:

'angladesh is a developing country. 'ecause of global competitiveness anddemand, the CSR practices and standards are being implemented in

'angladesh. 'ut we are yet go a long way. $here are challenges to

implement CSR properly in 'angladesh. Ultimately CSR practices should be

better practiced in 'angladesh for better and enhanced performance. /n the

publication ;ood overnance and Maret'ased Reforms6 # Study of

'angladesh, !ara #0mat and :en Coghill relates ood overnance with CSR

by discussing the good governance indicators of regulatory 1uality, rule of

law and control of corruption in the conte+t of 'angladesh and analyses how

lac of good governance indicators a-ects the success and sustainability of

reforms and contributes to the lac of business ethics and CSR in

'angladesh.

3.7 CR $erceptions of +usiness Co%%unity in

+an#ladesh:


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#$ a Roundtable organi0ed by CSR Center of 'angladesh )nterprise /nstitute,

held on $hursday, @ !ebruary, @AAO, speaers identi2ed dearth of e+pertise,

poor accountability as ma%or obstacles to obstacles to practicing CSR in

'angladesh. $hey elaborated that lac of e+pertise and poor accountability

of corporate houses are obstacles to implementation of CSR in 'angladesh.

$he speaers also said many CSR activities by 'angladeshi corporate houses

are centered mainly around publicity and shortterm implications. $he ')/

roundtable on CSR titled Corporate Social Responsibility 8ractices and

Challenges in 'angladesh was a part of its ?(ialogue Series on CSR in #ction?.

San%iv S Mehta, chairman and managing director of Unilever 'angladesh "td,

Mohammad #bu Musa, deputy managing director of (haa 'an "td, andMohin :han, e+ecutive assistant ='oard #-airs of 'R#C, spoe at the

discussion.

')/ 8resident !aroo1 Sobhan said corporate entities should understand what

CSR is and

&hy it is important. $he private sector enterprises will remain wea unless

and until they practice CSR in their ventures, the ')/ president said, adding

that when it comes to adopting good corporate governance, 'angladeshi

companies are lagging far behind those in /ndia, 8aistan and Sri "ana.

98roperly implemented CSR programmers help the companies meet legal

and societal e+pectations and bene2t governments, employees, citi0ens and

businesses, noted !aroo1. *n the other hand, poorly implemented CSR

programmers are nothing but public relations e+ercises, he mentioned.

Representatives of Unilever 'angladesh, (haa 'an and 'R#C briefed the

roundtable about their CSR activities. #round @A highlevel e+ecutives from

local and international corporate houses and donor agencies participated in

the roundtable.

csr activities of robi

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