Corporate Social Responsibility: A Case Study of a Singapore Company

MANAGEMENT
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Table of Contents
1. Introduction.......................................................................................................................2
1.1 Problem Statement.......................................................................................................2
2. Methodology – Demonstration of Critical Analysis.......................................................2
3. Literature Review.............................................................................................................2
4. Solution Development and Proposal...............................................................................2
4. References..........................................................................................................................3
1. Introduction
Organizations are always aggressive by trying to improve their image and brand name. In an
effort to keep the brand of the organization visible at all terms, they come up with a variety of
strategies. Some of these strategies include engaging in corporate social responsibility,
sponsorship of sporting events as well as publicizing the brand of the organization through
paid advertisement (Bandyopadhyay, Nityananda, 2019. Some organizations engage in
charity and other community based project with a primary objective of creating a positive
impression among its customers. These organizations use these charities and social programs
as a means to an end and are really not interested in giving back to the community. This
paper therefore discusses the case study of a company from Singapore which used social
media to promote its charity programs. The paper contains a thorough literature review on the
subject. The document also analyzes the mistakes that were made in carrying out the
campaign. Additionally, this article proposes a risk management framework that can be used
to avoid such occurrences in future.
1.1 Problem Statement
The image of an organization is very critical in determining both the short term and the long-
term success of an organization. Organizations should therefore invest resources and efforts
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in cultivating a positive image within the society. In an effort to build a good image of the
organization, they engage in social activities and community based programs. The
organizations try to publicize these social works through the use of social media as well as
mainstream media. The efforts to publicize these deeds are sometimes viewed as hypocrisy
and showoff and hence may attract backlash from the same people it was meant to impress.
This study therefore seeks to establish strategies which an organization can use create a
positive image by participating in corporate social responsibility. The paper also investigates
how an organization can avoid making costly blunders on social media platforms.
2. Methodology
This study is carried out using both qualitative and quantitative research methods. By using
this method,the researcher will be able to get both numerical and descriptive data which will
be critical in helping to answer the research questions. The study depends on secondary
sources of data. Some of the sources used in this study include; peer reviewed journals,
books, magazines as well as thesis and dissertation. The paper uses the Neohumanism
conflict based paradigm and the radical structuralist framework to analyze information
collected in this study. The neohumanism perspective is used to explain how employees can
avoid being party to the conflict with the management in this case. Neohumanism is a holistic
philosophy developed by Prabhat Ranjan Sarkar with the view of promoting both individual
and collective progress in an organization(Grayson, and Hodges, 2017) The first stage of
neohumanism is practicing spirituality in order to enhance the physical, mental and spiritual
welfare of a person (Porra, Hirschheim and Parks, 2014). The second stage of this theory is
spiritual principles which impacts the mental and spiritual well-being of both an individual
and group. An employee is able to avoid being partisan to the conflict witnessed in the
organization by practicing rationality and adhering to the principles of social equity. By doing
this, an employee can understand the rationale behind the desire of the organization to
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promote its charity activities on social media. At the same time, an employee will not favor
publicizing the good actions of the organization since it goes against the principles of social
equality. The employees can avoid being party to the conflict by eradicating dogma as
proposed in the neohumanism theory. Dogma is any concept or belief that cannot be
questioned (Porra et al., 2014). Employees in this case should have questioned the planned
social media campaign. By questioning the campaign, the management would have heard
their perspective and would have considered their opinions and suggestions before launching
the campaign. Another principle of neohumanism which employees can use to avoid being
partisan to the conflict is that of exploitation. Neohumanism discourages geosentiment and
sociosentiment because they are both injurious to the society. Another methodology that
individual employees can use to avoid being party to the conflict is acting according to the
principle of human motivation. According to this principle human beings are either inspired
by selfish pleasure or the desire to social equity. An employee can therefore chose social
equity. According to the theory of humanism, selfish pleasure ia a socially divisive mental
ailment and hence employees at the company should avoid selfish pleasure in order to avoid
being party to the conflict.
The paper on neohumanism paradigm has widely been cited in the methodology section of
this research.
3. Literature Review
According to Korschun et al.,(2014) , it is critical that organizations are careful when
promoting their achievements in helping the community. This is because, there is a good
chance that the community members do not respond positively to the message being
conveyed.
The radical structuralism paradigm is a model developed by Burrell ad Morgan 1982.
Radical structuralism paradigm focuses on macro elements such as the social class of a
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