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Marketing Strategy – Corporate Social Responsibility of Creating Jobs
Big and small enterprises today understand the value of serving community and run numerous programs through Corporate Social Responsibility (CSR). Most of them allocate certain percent of their annual earnings towards community development either through direct programs or through donations. These community contributions not only enhance the image of the company, but studies show that customers are willing to pay extra for their services.
By Tallavajhula Padmanabha Pavan Kumar
Sep. 19, 2016

Big and small enterprises today understand the value of serving community and run numerous programs through Corporate Social Responsibility (CSR). Most of them allocate certain percent of their annual earnings towards community development either through direct programs or through donations. These community contributions not only enhance the image of the company, but studies show that customers are willing to pay extra for their services.

The study shows that the CSR spending by top USA enterprises has shown significant growth during the period 2009, 2010 & 2011. Most of the enterprises continue to increase their contribution to the society in the form of investing in health & safety, renewable energy, environment protection etc.. However, during the same period USA has also witnessed large scale outsourcing and shifting of jobs overseas, resulting in the increase in unemployment within USA.

In this paper, the author emphasizes through a model that USA enterprises should consider job creation as key initiative under CSR. The CSR spending by the Companies could be directed to encourage entrepreneurship, local sourcing and promoting “made in USA”. The CSR programs could also be directed to encourage innovation, enhance education in local communities, provide vocational training, placing USA citizens globally and funding local communities for their social development.

Author:
Tallavajhula Padmanabha Pavan Kumar, School of Business, Osmania University, Hyderabad, India.

Paper link:
http://article.sciencepublishinggroup.com/html/10.11648.j.ajmse.20160101.13.html

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