Home   >   CSC-OpenAccess Library   >    Manuscript Information
Value Creation Through Corporate Social Responsibility in Developing Countries: A Case Study of Proctor & Gamble Pakistan
Hyder Kamran, Irfan Khurshid, Fawaz Ali, Nitin Raj Srivastava
Pages - 279 - 293     |    Revised - 15-11-2012     |    Published - 31-12-2012
Volume - 3   Issue - 6    |    Publication Date - December 2012  Table of Contents
Corporate Social Responsibility, Value Creation, CSR Conceptualisation, Business Ethics, Strategic Planning
Consumer support for Corporate Social Responsibility (CSR) has been in practice for some years now and firms are demanded to seriously take CSR initiatives. This project has been compiled out of a wealth of literature that addresses the need and importance of CSR and business ethics in the society in great depth. A case study of CSR at Proctor and Gamble Pakistan was carried out by employing both the qualitative and quantitative data collection techniques to gather information so as to bring the attributes of triangulation in this research. The research findings outlined various views and beliefs of the respondents with regards to CSR initiatives by Proctor and Gamble Pakistan. The CSR awareness and societal veracities are the factors that encourage consumers to think ethically and make decisions in terms of who to develop associations with. The research shows a reflection of deductive approach and the researcher understood the inbuilt pros and cons of dependence upon secondary sources of information. It was attempted to adopt a hybrid strategy in this project but it mainly took a positivist look because of the nature of the questionnaire survey based upon close-ended questions aiming for quantitative data. The trend for CSR initiatives in developing countries is now growing at a decent pace and the recent advancements in technology and media have resulted in grown awareness among consumer groups to exert pressures on multinational companies to be apparent in their statements as well as practices.
1 Google Scholar 
2 CiteSeerX 
3 refSeek 
4 Scribd 
5 SlideShare 
6 PdfSR 
Ali et al. “Effects of corporate social responsibility on consumer retention in cellular industry of Pakistan” , African Journal of Business Management, Vol. 4, Issue 4, pp. 475 – 485, April,2010.
Bethoux, E., Didry, C. & Mias, A. “What codes of conduct tell us: corporate social responsibility and the nature of the multinational corporation”, Corporate Governance, Vol. 15,No. 1, pp. 77-90, 2007
Castka, et al. “Integrating corporate social responsibility (CSR) into ISO management systems – in search of a feasible CSR management system framework”, The TQM Magazine.Vol.6, No. 3, pp. 216 – 224, 2004.
Cheney, G., May, S. & Munshi, D. “The Handbook of Communication Ethics: Information Censorship”, New York: Taylor & Francis Publishers, 2010.
Cone LLC. “ Even as cause marketing grows, 83 percent of consumer still want to see more”,[Online]. September 15, 2010. Available from: http://www.coneinc.com/cause-grows-consumerswant-more[Accessed: 27th March, 2012]
Cone LLC. “Consumer interest in environmental purchasing not eclipsed by poor economy”,[Online]. February 18, 2009. Available from: http://www.coneinc.com/content2032 [Accessed:17th March, 2012]
Crane, A. “The Oxford Handbook of Corporate Social Responsibility”, New York: Oxford University Press, 2008.
Crane, A. “The Oxford Handbook of Corporate Social Responsibility”, New York: Oxford University Press, 2008.
Department of Economic and Social Affairs, “Sustainable Development Innovation Brief.CSR and Developing Countries”, February, Issue 1, 2007
Freeman, R. E. “Stakeholder Theory: The State of The Art”, New York: Cambridge University Press, 2010.
Galbreath, J. “ Building corporate social responsibility into society”, European Business Review, Vol.21. No. 2. pp. 109-127, 2009.
Goergen et al. “Corporate Governance and Complexity Theory”, Cheltenham: Edward Elgar Publishing Limited, 2010.
Gowthorpe, C. & Blake, J. “Ethical Issues in Accounting”, London: Routledge Publishers,2008.
Green, T. & Peloza, J. “How does corporate social responsibility create value for consumers?”, Journal of Consumer Marketing, Vol. 28, No.1 p.48-56, 2011.Available from: http://www.emeraldinsight.com.ezproxy.staffs.ac.uk/journals.htm?issn=0736-3761&volume=28&issue=1&articleid=1905614&show=html [Accessed on 11th Sep, 2012]
Heath, J. & Norman, W. “Stakeholder theory, corporate governance and public management:what can the history of state-run enterprises teach us in the post-Enron era?”, Journal of Business Ethics. Vol. 53, pp. 247-65, 2004.
Idowu, S. O. & Filho, W. L. “Global Practices of Corporate Social Responsibility. Berlin”,Springer-Verlag Heidelberg, 2009.
May, S. K., Cheney, G. & Roper, J. “The Debate over Corporate Social Responsibility”, New York: Oxford University Press, 2007.
Meehan., Meehan, J and Richards. "Corporate social responsibility: the 3C-SR model",International Journal of Social Economics, Vol. 33, No.5, pp.386 – 398, 2006.
Nolan, H. “Cone survey finds consumers have growing interest in CSR efforts”, [Online]. July 17, 2007. Available from: PR Week. http://www.prweekus.com/pages/login.aspx?returl=/conesurvey-finds-consumers-have-growing-interest-in-csrefforts/article/57371/&pagetypeid=28&articleid=57371&accesslevel=2&expireddays=0&accessAndPrice=0 [Accessed: 19th March, 2012]
Paetzold, K. “Corporate Social Responsibility: An International Marketing Approach”,Hamburg: Diplomica Verlag GmbH Publishers, 2010.
Proctor and Gamble Annual Report, 2009.
Proctor and Gamble Pakistan Newsletter (2009). Celebrating Diersity. [Online]. June-Sep 2009. Available from: http://www.pg.com/en_PK/library/PG_Pakistan_JA_09_Newsletter.pdf[Accessed: 16th March, 2012].
Proctor and Gamble,2011. Available from: http://www.pg.com [Accessed: 16th April, 2012]
Roberts, J. & Phelps, S. “The impact of Customer Relation Management on Business”,Journal of Applied Business Research, Vol.19. No.1, p.13-17, 2001
Saunders, M. et al. “Research Methods for Business Students: 5th Ed”, Essex: Prentice Hall,2009.
Schreck, P. “The Business Case for Corporate Social Responsibility: Understanding and Measuring Economic Impacts of Corporate Social Performance”, Munich: Physica-Verlag Heidelberg, 2009.
Sheikh, S. & Beise-Zee, R. “Corporate social responsibility or cause-related marketing? The role of cause specificity of CSR”, Journal of Consumer Marketing, Vol. 28. Issue 1. pp. 27 – 39,2011.
Strugatch, W. “Turning values into Valuation: Can corporate social responsibility survive hard times and emerge intact”, Journal of Management Development, Vol. 30, No. 1, pp. 44 – 48,2011.
Svensson, G. & Wood, G. “ A conceptual framework of corporate and business ethics across organisations: Structures, processes and performance”. The Learning Organisation. Vol. 18, No.1, 2011, pp. 21 – 35. 2011.
Urip, S. “CSR Strategies: For a Competitive Edge in Emerging Markets”, Singapore: John Wiley & Sons Publishers, 2010.
Visser, et al. “The A – Z of Corporate Social Responsibility”, New York: John Wiley and Sons,2010.
Werther, W. B. & Chandler, J. D. “Strategic Corporate Social Responsibility: Stakeholders in a Global Environment”, London: SAGE Publications Ltd, 2006.
Werther, W. B. & Chandler, J. D. “Strategic Corporate Social Responsibility: Stakeholders in a Global Environment”, London: SAGE Publications Ltd, 2010
Mr. Hyder Kamran
Oman College of Management and Technology - Oman
Mr. Irfan Khurshid
Npower, Victoria Road, Staffordshire, ST4 2LW, United Kingdom - United Kingdom
Dr. Fawaz Ali
Oman College of Management & Technology - Oman
Mr. Nitin Raj Srivastava
British Telecom, London, United Kingdom - United Kingdom