Corporate Social Responsibility

This article explores the theories of corporate social responsibility, including philanthropy, management, and responsibility. It discusses how CSR enhances marketing and promotes a positive organizational culture. The author also highlights the importance of development in society and environmental conservation. Read more on Desklib.

Running head: CORPORATE SOCIAL RESPONSIBILITY 1
Corporate Social Responsibility
Student’s Name
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Corporate Social Responsibility
Introduction
Kimberlee Leonard’s article, “four types of corporate social responsibility” was
published in Southern California. The article was updated on 12th February 2019. As earlier
mentioned, Kimberlee Leonard is the author of the article. The article has a little background
information about the author. According to the article regarding the information about the author,
Kimberlee Leonard has above fifteen years of small scale entrepreneurship. The author owns a
State Farm agency in Southern California.
Additionally, Kimberlee has a proper understanding of the business owners first hand.
Kimberlee enjoys writing and chasing waterfalls together with her son in Hawaii. Kimberlee’s
article is sponsored by an external party “Chron.” However, no bias has been realized as a result
of the sponsorship. This article is an editorial kind of article. Therefore, this paper intends to
critically analyze Kimberlee’s article to explore the theories of corporate social responsibility
which encompass marketing, philanthropy, management, and responsibility.
Philanthropic efforts
According to Leonard (2019), the largest companies across the globe are aligned with
philanthropic efforts. Leonard (2019) brings out Microsoft as a typical example which has
worked closely with Bill and Melinda Gates Foundation to introduce technology to different
communities across the world. As per the article, the company figures out the fact that its
progress and success depends not only on innovation but also ensuring the upcoming new
generation understands, use and develop the technology. The author also emphasizes that
philanthropy does not only help large companies but also small companies. For instance, a local

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car wash may offer schools a platform for hosting supporters for sports players. Restaurants, on
the other hand, have fundraising nights’ operations profiting a local school or charity. Charitable
operations help enhance the marketing of the products of the respective organization. Usually,
philanthropic operations invite communities into the business thus familiarizing them with the
products of the company which in turn acts as a marketing strategy. Familiarity created by
philanthropic operations within the organization helps create a good reputation to the company
thus promoting the marketing operation. Philanthropic activities have also been advocated by
Wulfson (2001) while evaluating the ethics behind philanthropic ventures. According to Leonard
(2019), philanthropic operations makes the community view the entire company in a positive
light.
Management Theory
Corporate social responsibility is enhanced through the management theory. The
management theory circumnavigates the leadership department. Leonard (2019) displays the
concept of management through the company diversity and labor practices title. According to
Leonard (2019), leadership realizes the benefits of diversity in the workplace when everyone
within the organization is working as a team for the achievement of organizational goals rather
than individual interests. However, the management department has the responsibility of
ensuring that the labor policies are uniform across all the employees of the company regardless
of their authority levels (Garriga, & Melé, 2004). Leonard (2019) brings forth Harvey Weinstein
and Steve Wynn scandal as a typical example to illustrate the reality behind the alteration that no
firm I impervious to the ramification of sexual harassment. According to Leonard (2019), the
movement has also resulted in a diversity of issues which require attention and consistent action
in the workplace. Therefore, the management of the organization has the responsibility to review

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their diversity policies and protocol with the aim of addressing any violations and complaints.
Actions aimed at promoting the management theory of corporate social responsibility have
proven to develop a good reputation for the company. Furthermore, Leonard (2019), identifies
such actions as the foundation of a positive organizational culture encompassing incentive and
high productivity in the organization.
The Age of Responsibility Theory
Leonard (2019) has brought forth the age of responsibility theory through the ideas which
he has reflected on in his article. He argues that it takes more for a business to be successful than
just earning immense profits. According to him, being socially responsible, and contributing to
the community is the scale that determines the success of a business. In each of the four types of
CSR’s which the author has pointed out, he highlights the need for development whether in the
development of the society, progressive development in terms of preserving the environment,
development in labor practices in workplaces or volunteering to bring about development in the
society.
In terms of development in the workplace, Leonard (2019) particularly states the Harvey
Weinstein scandal, and points out the fact that labor policies must be applied even to the highest
ranked officials in an organization, and that the issue has led to diversity-related problems in
organizations amongst their workforce. He thereby urges that organizations must take the
responsibility of ensuring that these issues are eliminated since diversity in workplaces is a
matter to be nurtured and not condemned. He also points out the responsibility of organizations
to fully involve the organization in volunteering for change, and bringing about development in
the society, through simple acts such as planting seeds in a local school. He also points out the
deteriorating global climate and insists on how corporates should take on the responsibility of

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taking a stance at improving it since they do possess that potential (Wilenius, 2005). The overall
theme of his article is how responsibility by organizations in order to improve the deteriorating
conditions of the society is important, and hence, the theory of Age of Responsibility perfectly
reflects that (Visser, 2011)
Marketing Theory
The marketing theory has been brought forth by Leonard (2019) due to other CSR
erations. According to Leonard (2019), philanthropic operations familiarized the company
products with the community thus promoting the marketing process. Additionally, development
and management have proven to enhance the reputation of the company hence promoting the
marking of the firm's products (Carroll, 1991). Furthermore, the fact that management and
development promote employee motivation and productivity can be interpreted as enhancement
of the operations in the marketing department.
On the other hand, the aspect of marketing entails transportation and use of machinery
which can be pollutants to the environment. Leonard (2019) Utilizes this aspect by displaying the
concept of environmental conservation as a theory of corporate social responsibility. According
to Leonard (2019), companies should try their best to reduce the impact of their operations to the
environment by engaging in operations such as reduction of carbon (iv) oxide emission into the
air. The marketing departments can avoid the use of petroleum cars in transporting goods and
services and instead adopt electric vehicles to prevent the greenhouse effect on the globe (Tellez,
2017). According to Leonard (2019), a similar strategy should be employed by the suppliers of
the company so that environmental commitment is enhanced along the supply chain. Therefore,
Leonard (2019), explores most of the theories circumnavigating corporate social responsibility
either directly or indirectly.

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Reference
Leonard, K. (2019). Four types of corporate social responsibility [online]. Retrieved from:
https://smallbusiness.chron.com/four-types-corporate-social-responsibility-54662.html
Zaillian, S. (2018). Three theories of corporate social responsibility [online]. Retrieved from:
https://2012books.lardbucket.org/books/business-ethics/s17-02-three-theories-of-
corporate-so.html
Tellez, J. (2017). Marketing and Corporate Social Responsibility [online]. Retrieved from:
https://www.sciencedirect.com/science/article/pii/S2444969517300483
Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral
management of organizational stakeholders. Business horizons, 34(4), 39-49.
McGuire, J. B., Sundgren, A., & Schneeweis, T. (1988). Corporate social responsibility and firm
financial performance. Academy of management Journal, 31(4), 854-872.
Garriga, E., & Melé, D. (2004). Corporate social responsibility theories: Mapping the
territory. Journal of business ethics, 53(1-2), 51-71.
McWilliams, A., & Siegel, D. (2000). Corporate social responsibility and financial performance:
correlation or misspecification?. Strategic management journal, 21(5), 603-609.
Wulfson, M. (2001). The ethics of corporate social responsibility and philanthropic
venturesl. Journal of Business Ethics, 29(1-2), 135-145.

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Visser, W. (2011). The age of responsibility: CSR 2.0 and the new DNA of business. John Wiley
& Sons.
Wilenius, M. (2005). Towards the age of corporate responsibility? Emerging challenges for the
business world. Futures, 37(2-3), 133-150.