INTRODUCTION

There are lots of things that are changing nowadays whether it’s the people,

environment, economy or society. The same thing goes for businesses in today’s time.

So, what is the notable change that happened in businesses that are in lined with the

corporate social responsibility? How does this change affect the businesses?

Corporate Social Initiative

Corporate social responsibility is a concept which has become dominant in

business reporting (Crowther & Aras, 2008). The importance and practice of CSR took

hold much later even though CSR has been around since 1950s (Hudtohan, 2014).

Corporate philanthropy which was rooted in Carroll’s pyramid of corporate social

responsibility is the basis of what we consider to be the meaning of CSR (Hudtohan,

2014). Corporate social responsibility is a commitment to improve community well-being

through discretionary business practices and contributions of corporate resources

(Kotler & Lee, 2005). CSR concerns the ways in which companies manage their

relations with the society (Moon, 2014).

Corporate social initiatives are major activities undertaken by a corporation to

support social causes and to fulfill commitments to corporate social responsibility (Kotler

& Lee, 2005). There are six social initiatives namely cause promotions, cause-related

marketing, corporate social marketing, corporate philanthropy, community volunteering

and socially responsible business practices (Kotler, Hessekiel & Lee, 2015).
Cause-Related Marketing

Cause-related marketing occurs when a company forms a strategic relationship

with a special social cause/s that are mutually beneficial to all parties (Grimsley, 2014).

Cause‐related marketing is unique in that donations are linked to product sales or other

consumer actions (Kotler, Hessekiel & Lee, 2015). Corporations are usually partnered

with nonprofit organizations in creating a mutually beneficial relationship designed to

increase sales of a particular product and to generate financial support for the charity

(Kotler & Lee, 2005). CRM demonstrates and indeed enhances corporate values and

reputation (Adkins, 2007). It has no boundaries in terms of market, industry or sector

and has already proven itself to have a valid and important part to play in the

development of business (Adkins, 2007).

Corporate Social Marketing

Corporate social marketing (CSM) is one of six major types of marketing and

social initiatives. Corporate social marketing uses business resources to develop and/or

implement a behavior change campaign intended to improve public health, safety, the

environment, or community well-being (Lee, 2012). It is always focused on a goal of

influencing a behavior change which makes it distinct form cause-related marketing

(Kotler, Hessekiel & Lee, 2015 and Kotler & Lee, 2005).

Corporate Philanthropy

The origin of the word philanthropy is Greek and means love for mankind

(FrontStream, 2013). Corporate philanthropy is writing a check or making a direct in‐

kind contribution of corporate services and resources (Kotler, Hessekiel & Lee, 2015).
Donations may be in the form of money or any in-kind contributions. For many decades,

this initiative was well-received and can be considered as the most traditional initiative

of all corporate social initiatives (Kotler & Lee, 2005). For example, Google donated

more than 5,000 Raspberry Pi computers in order to provide a computer science

education to more than 25,000 Japanese children (Weinger, 2015).

Community Volunteering

A corporation supports and encourages employees, retail partners, and/or

franchise members to volunteer their time to support local community organizations and

causes (Kotler & Lee, 2005). Volunteering enhances employee recruitment

(FrontStream, 2016). With the good image that the company is establishing because of

its volunteering, lots of people will be hooked to apply a job on the said company. Next,

volunteering increases employee engagement (FrontStream, 2016). And last but not the

least, volunteering is better for the bottom line of the company (FrontStream, 2016).

CONCLUSION

Businesses which become seemingly conscious with the environment and the

society in which they operate have adopted and implemented corporate social

responsibilities. As years have passed, one notable change has happened in the

business world. These corporate social responsibilities later evolved into corporate

social initiatives which espouses the idea of delivering a meaningful and sustainable

initiative. Corporate social initiatives help businesses even more in when it comes to

expanding the business and at the same time, organizations have wide range of

choices on how to give back to the community with its six types of initiatives.
 References

Books

Adkins, S. (2007). Cause Related Marketing. Abingdon: Routledge.

Crowther, D. & Aras, G. (2008). Corporate Social Responsibility. Frederiksberg: Ventus

Publishing ApS.

Kotler, P. & Lee, N. (2005). Corporate Social Responsibility: Doing the Most Good for
Your Company and Your Cause. Hoboken: John Wiley & Sons, Inc.

Kotler, P., Hessekiel, D. & Lee, N. (2015). Good Works!: Marketing and Corporate
Initiatives That Build a Better World and the Bottom Line. Hoboken: John Wiley &
Sons, Inc.

Moon, J. (2014). Corporate Social Responsibility: A Very Short Introduction. Oxford:

Oxford University Press.

Online

FrontSream (2013). What is corporate philanthropy? Retrieved on May 14, 2018.

Retrieved from https://www.frontstream.com/what-is-corporate-philanthropy/.

FrontStream, (2016). 3 reasons why your workplace giving program should include
volunteering! Retrieved on May 14, 2018. Retrieved from
https://www.frontstream.com/3-reasons-why-your-workplace-giving-program-
should-include-volunteering/.

Grimsley, S. (2014). Cause-Related Marketing: Example Campaigns & Definition.

Retrieved on May 14, 2018. Retrieved from
https://study.com/academy/lesson/cause-related-marketing-example-campaigns-
definition-quiz.html.

Hudtongan, E. (2014). Corporate Social Initiative. Retrieved on May 14, 2018. Retrieved
from http://emilianohudtohan.com/corporate-social-initiative/.

Lee, N. (2012). Corporate Social Marketing: Benefiting Individuals, Society & the
Corporation. Retrieved on May 14, 2018. Retrieved from
http://www.csrwire.com/.

Weinger, A. (2015). Corporate Philanthropy. Retrieved on May 14, 2018. Retrieved from
https://www.triplepundit.com/2015/03/5-companies-corporate-philanthropy-right/.
A Research on Good Governance and Corporate Social Responsibility

A Written Output
Presented to the
College of Accountancy
Polytechnic University of the Philippines – Taguig
Taguig City, Metro Manila

In Partial Fulfillment
of the Requirements for the Degree of
Accountancy

AQUINO, MAE ANGELINE E.

May 17, 2018