Marketing Strategy – Corporate Social Responsibility of Creating Jobs

Tallavajhula Padmanabha Pavan Kumar

doi:doi:10.11648/j.ajmse.20160101.13

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Marketing Strategy – Corporate Social Responsibility of Creating Jobs

Tallavajhula Padmanabha Pavan Kumar

Received: 29 July 2016 Accepted: 23 August 2016 Published: 12 September 2016

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Abstract

Today, it is a time of greatest economic challenges the world has even gone through in the recent times. The global markets are in turbulence, economies are struggling to revive growth and political systems face enormous challenges to meet the basis needs of the society. The trend of Outsourcing has increasingly seen the movement of jobs from US to developing economies like China, India, Brazil etc. Compared to addition of 4.4 million domestic jobs & 2.7 million jobs abroad during 1990s, American enterprises during 2000s had cut the domestic jobs by 2.9 million while adding 2.7 jobs abroad. Study of 2000 US companies by Duke University & ORG [7] shows that over 80 percent of large enterprises and 58 percent of medium enterprises are offshoring. The expansion of US MNC into Global markets has led to the drop in US share of R&D from 38 percent (1999) to 31 percent (2009). The Corporate Social Responsibility (CSR) initiatives are being increasingly used by the US companies to promote brand and to create a positive impact in the community. The Nielsen Report [10], shows that the 46 percent of the surveyed consumers are willing to pay extra for products and services of socially responsible companies. The CSR initiatives by top 50 CSRI Companies [9] are focused on health & safety standards, recycling & renewable energy, conservation of natural resources, philanthropy & contributions to non-profitable organizations etc.. Very few companies have CSR programs that are targeted to retain or generate jobs. This paper reviews the spending of the top 50 CSRI companies in USA during 2009, 2010 & 2011 and presents the points that the enterprises should focus their CSR spending towards direct and indirect activities that create short term and long term jobs. The CSR initiatives that can create jobs include Entrepreneurship, Local Sourcing, “Made in USA”, Innovation, Education, Vocational Training, Global Placements and Community Funding.

DOI	10.11648/j.ajmse.20160101.13
Published in	American Journal of Management Science and Engineering (Volume 1, Issue 1, September 2016)
Page(s)	15-25
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

CSR, Corporate Social Responsibility, Jobs, Job Creation, Corporate Spending, USA Jobs

References

[1]	Scott Thurm. “Wall Street Journal report”, 27^th April, 2012.
[2]	“Sourcing Line Computer Economics”, 20^th July, 2012.
[3]	Working America and the AFL-CIO. “Sending Jobs Overseas: The Cost of America’s Economy and Working Families”, Feb. 2012.
[4]	“New Report Outlines Trends in U.S. Global Competitiveness in Science and Technology”. 17th Jan., 2012. http://www.nsf.gov/nsb/news/news_summ.jsp?cntn_id=122859&org=nsb&from=news
[5]	Bureau of Economic Analysis Data from Kimberly A. Clausing, “The Revenue Effects of Multinational Firm Income Shifting, Tax Notes”, March 28, 2011.
[6]	Robert Pozen. “A Plan to Tax Foreign Income of U.S. Companies”, June 27, 2011.
[7]	Arie Y. Lewin. “Global Sourcing of Business Services: Key Findings and Trends from ORN Research, The 2012 Outsourcing World Summit.” Feb. 20-22, 2012.
[8]	Michael Janssen, Erik Dorr and David P. Siever. “Reshoring Global Manufacturing: Myths and Realities”. 2012, Hackett Group Inc.
[9]	Carroll School of Management, Boston College. “The 2010 Corporate Social Responsibility Index”.
[10]	The Nielsen Report. “The Global Socially Conscious Consumer”.
[11]	Elroy Dimson, Emeritus professor of finance, London Business School. Oguzhan Karakas, assistant professor, Carroll School of Management, Boston College; and Xi Li, assistant professor, Fox School of Business, Temple University. “Active Ownership”. http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2154724.
[12]	IBM Institute of Business Value. “Attaining Sustainable growth through corporate social responsibility”. 2008. www.ibm.com/gbs/csrstudy.
[13]	The Hackett Group. “Job losses from offshoring an productivity improvements far outpace gains from economic growth”. March, 2012.
[14]	Robert W. Fairlie. “The Kauffman Index of Entrepreneurial Activity”. March, 2012.
[15]	“Chevron in the Community”. http://www.chevron.com/countries/usa/inthecommunity/.
[16]	“Women’s Initiative”. http://www.womensinitiative.org/index.htm.
[17]	James Manyika, Susan Lund, Byron Auguste, Lenny Mendonca, Tim Welsh, Srinivas Ramaswamy. “An Economy that works: Job creation and America’s future”. McKinsey & Company, June, 2011.

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Tallavajhula Padmanabha Pavan Kumar. (2016). Marketing Strategy – Corporate Social Responsibility of Creating Jobs. American Journal of Management Science and Engineering, 1(1), 15-25. https://doi.org/10.11648/j.ajmse.20160101.13

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Tallavajhula Padmanabha Pavan Kumar. Marketing Strategy – Corporate Social Responsibility of Creating Jobs. Am. J. Manag. Sci. Eng. 2016, 1(1), 15-25. doi: 10.11648/j.ajmse.20160101.13

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AMA Style

Tallavajhula Padmanabha Pavan Kumar. Marketing Strategy – Corporate Social Responsibility of Creating Jobs. Am J Manag Sci Eng. 2016;1(1):15-25. doi: 10.11648/j.ajmse.20160101.13

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@article{10.11648/j.ajmse.20160101.13,
  author = {Tallavajhula Padmanabha Pavan Kumar},
  title = {Marketing Strategy – Corporate Social Responsibility of Creating Jobs},
  journal = {American Journal of Management Science and Engineering},
  volume = {1},
  number = {1},
  pages = {15-25},
  doi = {10.11648/j.ajmse.20160101.13},
  url = {https://doi.org/10.11648/j.ajmse.20160101.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajmse.20160101.13},
  abstract = {Today, it is a time of greatest economic challenges the world has even gone through in the recent times. The global markets are in turbulence, economies are struggling to revive growth and political systems face enormous challenges to meet the basis needs of the society. The trend of Outsourcing has increasingly seen the movement of jobs from US to developing economies like China, India, Brazil etc. Compared to addition of 4.4 million domestic jobs & 2.7 million jobs abroad during 1990s, American enterprises during 2000s had cut the domestic jobs by 2.9 million while adding 2.7 jobs abroad. Study of 2000 US companies by Duke University & ORG [7] shows that over 80 percent of large enterprises and 58 percent of medium enterprises are offshoring. The expansion of US MNC into Global markets has led to the drop in US share of R&D from 38 percent (1999) to 31 percent (2009). The Corporate Social Responsibility (CSR) initiatives are being increasingly used by the US companies to promote brand and to create a positive impact in the community. The Nielsen Report [10], shows that the 46 percent of the surveyed consumers are willing to pay extra for products and services of socially responsible companies. The CSR initiatives by top 50 CSRI Companies [9] are focused on health & safety standards, recycling & renewable energy, conservation of natural resources, philanthropy & contributions to non-profitable organizations etc.. Very few companies have CSR programs that are targeted to retain or generate jobs. This paper reviews the spending of the top 50 CSRI companies in USA during 2009, 2010 & 2011 and presents the points that the enterprises should focus their CSR spending towards direct and indirect activities that create short term and long term jobs. The CSR initiatives that can create jobs include Entrepreneurship, Local Sourcing, “Made in USA”, Innovation, Education, Vocational Training, Global Placements and Community Funding.},
 year = {2016}
}

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AB  - Today, it is a time of greatest economic challenges the world has even gone through in the recent times. The global markets are in turbulence, economies are struggling to revive growth and political systems face enormous challenges to meet the basis needs of the society. The trend of Outsourcing has increasingly seen the movement of jobs from US to developing economies like China, India, Brazil etc. Compared to addition of 4.4 million domestic jobs & 2.7 million jobs abroad during 1990s, American enterprises during 2000s had cut the domestic jobs by 2.9 million while adding 2.7 jobs abroad. Study of 2000 US companies by Duke University & ORG [7] shows that over 80 percent of large enterprises and 58 percent of medium enterprises are offshoring. The expansion of US MNC into Global markets has led to the drop in US share of R&D from 38 percent (1999) to 31 percent (2009). The Corporate Social Responsibility (CSR) initiatives are being increasingly used by the US companies to promote brand and to create a positive impact in the community. The Nielsen Report [10], shows that the 46 percent of the surveyed consumers are willing to pay extra for products and services of socially responsible companies. The CSR initiatives by top 50 CSRI Companies [9] are focused on health & safety standards, recycling & renewable energy, conservation of natural resources, philanthropy & contributions to non-profitable organizations etc.. Very few companies have CSR programs that are targeted to retain or generate jobs. This paper reviews the spending of the top 50 CSRI companies in USA during 2009, 2010 & 2011 and presents the points that the enterprises should focus their CSR spending towards direct and indirect activities that create short term and long term jobs. The CSR initiatives that can create jobs include Entrepreneurship, Local Sourcing, “Made in USA”, Innovation, Education, Vocational Training, Global Placements and Community Funding.
VL  - 1
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Tallavajhula Padmanabha Pavan Kumar

School of Business, Osmania University, Hyderabad, India

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Tallavajhula Padmanabha Pavan Kumar. (2016). Marketing Strategy – Corporate Social Responsibility of Creating Jobs. American Journal of Management Science and Engineering, 1(1), 15-25. https://doi.org/10.11648/j.ajmse.20160101.13

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ACS Style

Tallavajhula Padmanabha Pavan Kumar. Marketing Strategy – Corporate Social Responsibility of Creating Jobs. Am. J. Manag. Sci. Eng. 2016, 1(1), 15-25. doi: 10.11648/j.ajmse.20160101.13

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AMA Style

Tallavajhula Padmanabha Pavan Kumar. Marketing Strategy – Corporate Social Responsibility of Creating Jobs. Am J Manag Sci Eng. 2016;1(1):15-25. doi: 10.11648/j.ajmse.20160101.13

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@article{10.11648/j.ajmse.20160101.13,
  author = {Tallavajhula Padmanabha Pavan Kumar},
  title = {Marketing Strategy – Corporate Social Responsibility of Creating Jobs},
  journal = {American Journal of Management Science and Engineering},
  volume = {1},
  number = {1},
  pages = {15-25},
  doi = {10.11648/j.ajmse.20160101.13},
  url = {https://doi.org/10.11648/j.ajmse.20160101.13},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajmse.20160101.13},
  abstract = {Today, it is a time of greatest economic challenges the world has even gone through in the recent times. The global markets are in turbulence, economies are struggling to revive growth and political systems face enormous challenges to meet the basis needs of the society. The trend of Outsourcing has increasingly seen the movement of jobs from US to developing economies like China, India, Brazil etc. Compared to addition of 4.4 million domestic jobs & 2.7 million jobs abroad during 1990s, American enterprises during 2000s had cut the domestic jobs by 2.9 million while adding 2.7 jobs abroad. Study of 2000 US companies by Duke University & ORG [7] shows that over 80 percent of large enterprises and 58 percent of medium enterprises are offshoring. The expansion of US MNC into Global markets has led to the drop in US share of R&D from 38 percent (1999) to 31 percent (2009). The Corporate Social Responsibility (CSR) initiatives are being increasingly used by the US companies to promote brand and to create a positive impact in the community. The Nielsen Report [10], shows that the 46 percent of the surveyed consumers are willing to pay extra for products and services of socially responsible companies. The CSR initiatives by top 50 CSRI Companies [9] are focused on health & safety standards, recycling & renewable energy, conservation of natural resources, philanthropy & contributions to non-profitable organizations etc.. Very few companies have CSR programs that are targeted to retain or generate jobs. This paper reviews the spending of the top 50 CSRI companies in USA during 2009, 2010 & 2011 and presents the points that the enterprises should focus their CSR spending towards direct and indirect activities that create short term and long term jobs. The CSR initiatives that can create jobs include Entrepreneurship, Local Sourcing, “Made in USA”, Innovation, Education, Vocational Training, Global Placements and Community Funding.},
 year = {2016}
}

Copy | Download

TY  - JOUR
T1  - Marketing Strategy – Corporate Social Responsibility of Creating Jobs
AU  - Tallavajhula Padmanabha Pavan Kumar
Y1  - 2016/09/12
PY  - 2016
N1  - https://doi.org/10.11648/j.ajmse.20160101.13
DO  - 10.11648/j.ajmse.20160101.13
T2  - American Journal of Management Science and Engineering
JF  - American Journal of Management Science and Engineering
JO  - American Journal of Management Science and Engineering
SP  - 15
EP  - 25
PB  - Science Publishing Group
SN  - 2575-1379
UR  - https://doi.org/10.11648/j.ajmse.20160101.13
AB  - Today, it is a time of greatest economic challenges the world has even gone through in the recent times. The global markets are in turbulence, economies are struggling to revive growth and political systems face enormous challenges to meet the basis needs of the society. The trend of Outsourcing has increasingly seen the movement of jobs from US to developing economies like China, India, Brazil etc. Compared to addition of 4.4 million domestic jobs & 2.7 million jobs abroad during 1990s, American enterprises during 2000s had cut the domestic jobs by 2.9 million while adding 2.7 jobs abroad. Study of 2000 US companies by Duke University & ORG [7] shows that over 80 percent of large enterprises and 58 percent of medium enterprises are offshoring. The expansion of US MNC into Global markets has led to the drop in US share of R&D from 38 percent (1999) to 31 percent (2009). The Corporate Social Responsibility (CSR) initiatives are being increasingly used by the US companies to promote brand and to create a positive impact in the community. The Nielsen Report [10], shows that the 46 percent of the surveyed consumers are willing to pay extra for products and services of socially responsible companies. The CSR initiatives by top 50 CSRI Companies [9] are focused on health & safety standards, recycling & renewable energy, conservation of natural resources, philanthropy & contributions to non-profitable organizations etc.. Very few companies have CSR programs that are targeted to retain or generate jobs. This paper reviews the spending of the top 50 CSRI companies in USA during 2009, 2010 & 2011 and presents the points that the enterprises should focus their CSR spending towards direct and indirect activities that create short term and long term jobs. The CSR initiatives that can create jobs include Entrepreneurship, Local Sourcing, “Made in USA”, Innovation, Education, Vocational Training, Global Placements and Community Funding.
VL  - 1
IS  - 1
ER  -

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