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Running head: DISSERTATION
The link between diversification and CSR - The case of Reliance India
Name of the Student:
Name of the University:
Author’s Note:

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Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study.
I am indebted to my supervisor ......................... whose guidance, advice and patience
have been immeasurable. My sincere thanks to all members of the............... [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local
Education Authorities, for the time and help given throughout. Without their participation,
this research would not have been possible. In this context, I am also thankful to them, whose
research work helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or
completed! Your encouragement and support have never faltered; thank you.

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Abstract
The primary aim of the research is to link between diversification and corporate social
responsibility by identifying different strategic approaches practiced within an organization
by referring to case study of Reliance India. Competition has taken a large leap across
different business and industry sector that have become a major concern for the business
entities operating within the specific sector and industry. Being socially responsible is highly
needed and required for the business organizations so that the surrounding environment, such
as the people and the planet is benefitted.
Reliance Industries Limited is an Indian conglomerate holding company headquartered in
Mumbai, Maharashtra. Reliance started mainly as a telecom sector but later diversified into
various sectors. The different sectors where Reliance operates now are energy,
pharmaceuticals, textiles, natural sciences and retails. As Reliance is operating across so
many business sectors, it is considered as one of diversified company with global recognition.
Reliance is one of the most profitable companies in India and the largest publicly traded
company according to the market capitalizations.
Being socially responsible is necessary for the business organizations and that can be
achieved only through performing sustainable approaches. Business is the main priority for
Reliance India that has helped the organization achieve success and position it possess in the
business sector. This gives rise to broad spectrum of issues that makes it difficult to achieve
the objectives of the business organizations and Reliance India is no different. The issues
related to corporate social responsibility that affects the performance of the business
organizations are the working conditions, corruption, gender equality, consumer taxes and
interests, surrounding environment, occupational integration and corporate governance.

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For this study, Interpretivism philosophy, deductive approach, explanatory research design
and case study research strategy. In support with that, secondary data collection process and
qualitative data analysis technique has been used. The aforementioned selected
methodologies are helpful for the ongoing research, as they facilitate considering the general
as well as specific corporate social responsibility projects that Reliance Industries Limited is
associated with while conducting business across specific and diversified business sectors.
From the data analysis, it can be said that Reliance India is the epitome of success when it
comes to business diversifications. From where the industries started to where it is now,
Reliance India has come a long way. Moreover, Reliance India is associated with different
CSR activities and initiatives with the aim of improving the surrounding. The CSR initiatives
that Reliance is associated helps in understanding the relationship among planet, profit and
people thereby, creating positives influences for the society. The CSR activities of Reliance
have helped in transforming the rural India followed by saving the environment by creating
energy from natural resources to educating women.

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Table of Contents
Chapter 1: Introduction..............................................................................................................9
1.0 Overview..........................................................................................................................9
1.1 Problem statement..........................................................................................................10
1.2 Research aim..................................................................................................................12
1.3 Research objectives........................................................................................................12
1.4 Research questions.........................................................................................................12
1.5 Research rationale..........................................................................................................13
1.6 Structure of the dissertation...........................................................................................14
1.7 Summary........................................................................................................................15
Chapter 2: Literature review....................................................................................................16
2.0 Overview........................................................................................................................16
2.1 Diversification of business organizations......................................................................16
2.2 Factors influencing business organizations to diversify................................................17
2.2.1 Avoiding downturns................................................................................................17
2.2.2 Competitive defence................................................................................................18
2.2.3 Organizational improvement...................................................................................19
2.2.4 Minimizing company risk and increasing stability.................................................19
2.3 Benefits of organizational diversification......................................................................20
2.4 Challenges of business diversification...........................................................................22

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2.5 Types of business diversification techniques.................................................................23
2.5.1 Concentric Diversification Strategy........................................................................23
2.5.2 Conglomerate Diversification Strategy...................................................................24
2.5.3 Horizontal Diversification Strategy........................................................................24
2.6 Concept of corporate social responsibility.....................................................................25
2.7 Different components of corporate social responsibility...............................................26
2.7.1 Philanthropic social responsibility..........................................................................27
2.7.2 Ethical social responsibility....................................................................................28
2.7.3 Legal social responsibility.......................................................................................28
2.7.4 Economic social responsibility...............................................................................29
2.8 Benefits of corporate social responsibility for business entities....................................29
2.9 Challenges of corporate social responsibilities for business entities.............................30
2.10 Research gap................................................................................................................31
2.11 Summary......................................................................................................................32
3. Business diversifications and CSR of Reliance India..........................................................33
3.0 Business diversification for Reliance.............................................................................33
3.1 Successful diversification of Mukesh Ambani compared to Anil Ambani....................36
3.2 CSR initiatives of Reliance Industries India..................................................................38
3.3 Positive impact of sustainable approaches and CSR activities undertaken by Reliance41
3.4 Relationship between business diversification and CSR activities................................43
3.5 Future CSR activities Reliance Industries India aims to undertake...............................44

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Chapter 4: Research methodology...........................................................................................46
4.0 Overview........................................................................................................................46
4.1 Research outline.............................................................................................................46
4.2 Philosophies of the research...........................................................................................46
4.2.1 Implementation of interpretivism philosophy.........................................................47
4.3 Approaches of the research............................................................................................48
4.3.1 Implementation of deductive approach...................................................................49
4.4 Designs of the research..................................................................................................49
4.4.1 Implementation of explanatory research design.....................................................50
4.5 Strategies of the research...............................................................................................51
4.5.1 Implementation of case study research strategy......................................................51
4.6 Data collection process..................................................................................................52
4.6.1 Implementation of secondary data collection process............................................53
4.7 Data analysis technique..................................................................................................53
4.7.1 Implementation of qualitative data collection technique........................................54
4.8 Ethical considerations....................................................................................................54
4.9 Accessibility issues........................................................................................................55
4.10 Summary......................................................................................................................56
Chapter 5: Data analysis...........................................................................................................57
5.0 Overview........................................................................................................................57
5.1 Thematic analysis...........................................................................................................57

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5.2 Summary........................................................................................................................66
Chapter 6: Findings and discussions........................................................................................67
6.0 Overview........................................................................................................................67
6.1 Interpretations................................................................................................................67
Chapter 7: Conclusion and recommendations..........................................................................73
7.0 Conclusion......................................................................................................................73
7.1 Linking with objectives..................................................................................................74
7.2 Recommendations..........................................................................................................76
7.3 Future scope of the study...............................................................................................77
References................................................................................................................................78
Appendices...............................................................................................................................96
Appendix 1...........................................................................................................................96
Interview questions..........................................................................................................96
Appendix 2...........................................................................................................................97
Interview transcripts.........................................................................................................97