Discourses about Righting the Business-Society Relationship

This review discusses the relationship between business and society, the importance of social responsibility, and the impact of discourses on this relationship. It also includes a conceptual framework, research methodology, and findings.

Running head: MANAGEMENT
Source: Fyke, J. P., Feldner, S. B., & May, S. K. (2016). Discourses about righting the
business←→ society relationship. Business and Society Review, 121(2), 217-245.
Quantitative critical review
Problem statement
The statement of problem defines the issues based on the relationship between the
business and society and thus often the complimentary relationship contradicted the
interrogative relationship. From various evidences, it has been found that the business put
efforts to meet the demands and expectations of the society, though the traditionalism
approach affects the innovation process, thereby contributing to the management of human
resources by attracting more clients as well. The corporate social responsibilities are also
hindered with the management of inappropriate knowledge management strategies that can
also make the business create a negative impact on the society as well.
“We need business to understand its social responsibility, that the main task and objective for
a business is not to generate extra income and to become rich and transfer the money abroad,
but to look and evaluate what a businessman has done for the country, for the people, on
whose account he or she” – Vladimir Putin
Importance of the study
The significance of the research is to let people become aware of the approaches
towards management of social responsibilities. This will assist I understanding the concepts
of social entrepreneurship and capitalism too. The identification of major business
stakeholders is essential along with the catering of their needs, demands and social
preferences for assisting the exemplars and discourses to create new scopes for sustaining in
the future as well as benefit the community as a whole. The critical thinking process will be
improved, which can also be helpful for the effective strategic planning in the future as well.
Approach of the author towards the research gaps
During the beginning stages, the existing relationship between business and society
was identified and also the gaps identified during the business society relationship
management. The discourses are identified to determine the relationships while the author
also focused on the uniqueness, attractiveness, developmental factors and issues that assist
the business to put efforts for the wellbeing of the society. The existing traditionalism is
identified, which has been a major flaw in the aspect of business society relationship. The

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development of loyalty programs can though reflect the author’s ability to resolve these
issues and ensure proper communication too.
Research question
 What are the discourses, which relates business and societal relationship?
 What role does business play in the society?
 What role does multinational corporations have on enforcing the progressive or
regressive force within the society?
 How are the multinational corporations responsible for ensuring the development of
the other sectors of health, education, arts, culture and others?
Conceptual framework
The conceptual framework is developed with the purpose of linking the business
concepts and society through management of changes and understand the needs of people by
enabling changes with the adoption of Lewis Change Model
Figure 1: Conceptual framework for business-society relationship
(Source: Created by the author)
The perspectives and voices links business and society. Within this, 3c model has
been infused in terms of mapping the approach of the corporations towards acquiring the
trust, loyalty and dependence from the customers. Here, the main focus is on the behavioural
tendencies towards coping up with the external pressures from the contemporaries.
Business and society Discourses
drivers/influencers for change
Assumptions
interactions with the stakeholder groups-proves beneficial for gaining an insight into
their specific needs, demands and requirements
Approaches
adoptting Lewis Change Model

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Discourses towards corporate social responsibility has been equalized with the aspect
of legitimizing the business practices. Drivers/influencers for engaging into corporate social
responsibility includes:
 Response to the stakeholder influence
 Reaction towards monitoring process
 Attempts towards improve reputation and customer satisfaction
 Developing norms, which aligns with the company’s values
Core assumptions and defining features have evolved with the assumptions that the role
of businesses extend beyond catering to the needs, demands and requirements of the
shareholders. According to the opinions of Swanson, (2018), this includes obligatory
approach towards catering to the interest of the consumers, employees, government,
environment and the public. One of the key assumptions in this direction is that corporations
not only provide quality goods and services, instead, they address the legal, ethical and
discretionary expenses of the society.
Approaches and exemplars towards corporate social responsibilities extends to the
concept of corporate philanthropy, volunteerism, cause related marketing and focus on
community development.
One of the other discourses of corporate social responsibility is relocating the business
practices. Here, the drivers are the social problems, with the assumption that intentional
programs helps in establishing values for the entrepreneurs, which seeks to set values by
venturing into the market. In this, the perspective attached is reflected through the use of the
term “citizenship sector”, used for depicting the million groups, who intend to address the
critical needs of the public.
Hypothesis
H0 Business and society are not interrelated with each other
H1 Business and society are interrelated with each other
The article does not directly establish the author’s relationship with the topic.
However, through the analysis of the data, the author attempts to add new feature to the
discourses on corporate social responsibility in case of the corporations. Incorporation of
Lewis’ change management model adds value to the positive hypothesis. As a matter of

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specification, these theoretical considerations establishes links between the business of the
multinational corporations and the wellbeing of the society.
Research methodology
Samples and context for the study
The author takes into consideration various discourses, assumptions, approaches and
exemplars for excavating the relationship between business and society. Therefore, the
sample size can be set as 3 managers of multinational corporations, who have planned to
introduce loyalty cards for strengthening the customer base. The sampling technique used is
probability basis in terms of measuring the approaches of the managers towards the ways and
means of introducing loyalty cards in terms of financial flexibility. The context within this is
re-establishment of the business practices for shedding light into the role of businesses
towards catering to the interests of the public.
Methods for conducting the study
Quantitative method is used for conducting the study. As a matter of specification,
interview is conducted on three managers of multinational corporations. Their awareness
towards the current trends and issues in corporate social responsibility have been considered
for preparing the interview questions. Along with this, discourses are taken into consideration
by the author in terms of projecting the relationship between business and society. Through
the discourses, the assumptions of the common public is investigated, which helps in
excavating the gaps within this relationship. These assumptions, further, assists in shedding
light on the perspectives of the business towards corporate social responsibility.
Combination of sample and design in the methodology
The responses of the managers relate with the drivers/influencers, which gives rise to
various perspectives regarding the interrelationship between business and society. These
perspectives results in the formation of various perspectives regarding the enhancement of
corporate social responsibility. The responses of the managers proves effective for the
researcher in terms of incorporating Lewis’ Change Management Model for acquiring the
required changes according to the urgency.
Data analysis
Findings of the study

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The study reveals the discourses related to the relationship between business and
society. These discourses, in turn, led to various perspectives regarding the corporate social
responsibility. One of an important aspect in this direction are the approaches towards
ensuring the wellbeing of the society people. Within the approaches, mention can be made of
adopting Lewis’ Change Management Model in terms of upgrading the customer services.
Consciousness and rationality towards conducting need analysis before considering the
theory. Involving the stakeholders and shareholders relate to the aspect of considering key
voices for altering the workplace conditions.
Approach of the author towards interpreting the findings
Quantitative analysis has been used for analysing the collected data. This is in terms
of adding relevancy within the assumptions. The responses of the managers of multinational
corporations, regarding the introduction of loyalty programs, has been analysed through the
means of charts, tables and graphs. Along with this, scholarly reviews and themes related to
the discourses on business-society relationship, have been considered for interpreting relevant
details from the responses of the samples.
Impact of the discourses on business society relationship
Analysing the social discourses proves beneficial for achieving understanding about
the key voices, which shapes the business-society relationship. This analysis is an agent in
terms of discussing the implications of this relationship on the societal wellbeing.
Theoretical consideration towards acquiring change
Infusion of 3c model and journey mapping would be beneficial in terms of scaling the
public relations in an ambience of competition within the market. These techniques are
assistance in terms of developing strategies for coming up with innovative solutions
regarding acquiring changes for ensuring the wellbeing of the clients and the customers.
Conclusion
According to the responses of the managers of multinational corporations, it can be
concluded that change is needed in the strategic approach towards enhancing the parameter of
corporate social responsibility. Infusion of theories within the business operations relate to
the drivers/influencers for enhancing the stability in the relationship with the stakeholders and
shareholders. This infusion helps the researcher to take stance regarding the positive
hypothesis, negating the null one.

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Comments and criticisms
The research started with the questions regarding the relationship between business
and society. However, I felt that considering the response of the samples answers this
question. Within this, I can relate Lewis Change Management Model, which enhances the
awareness regarding the urgency and context for adopting the change. I felt that consideration
of this urgency proved beneficial for preparing the interview questions for the managers of
multinational corporations. Within this, wide ranging discourses, approaches and exemplars
regarding the enhancement of corporate social responsibility. According to me, synthesis of
the ideas from conceptual framework, sample responses and the discourses has enabled the
researcher to conclude that change management establishes crucial links between the
variables of “business” and “society”.