APPROACHES OF SOCIAL RESPONSIBILITY

Organization must function within the society .They primarily exit to satisfy societal context. They primarily exist to satisfy societal needs. Organizations must act responsibly toward society. They must be responsive to social needs. Social responsibility is concerned with what organization ought to do .It refers to pursuit of goals that are in the interests of society. It implies safeguarding the interests of stakeholders, such as investors, customers, employees, government and community. It demands commitment to the welfare of society. So, Corporate Social responsibility is the businessman’s decisions and action taken for reason at least partially beyond the firm’s direct .economic or technical interest.
According to Richard Steers:
Social responsibility focuses on what an organization does to society and what it does for society.
From the above definition we have looked at from three perspectives .They are
       i.          Social obligation
     ii.          Social reaction
   iii.          Social welfare
The approaches to social responsibility are as follows.


       i.          
OTRUCTIONIST APPROACH
Some business firms may not behave the way they are expected to behave .They choose not behave in socially responsible way .They feel that they have no obligation to society in which they operate. They may violate prevailing laws and at the same time may not really care for the society .Hence they unethically and illegally. Examples of business firms caught bribing officials, hoarding essential goods, breaking pollution standards.

     ii.       DEFENSIVE APPROACH
This approach indicates at least a commitment to ethical behavior. Defensive managers stay within the law and abide strictly with legal requirements. The responsibility for legal compliance falls on divisional managers:
a)     Financial manager is responsible for true and fair financial reporting and disclosure.
b)     Marketing manager is responsible for compliance of sales, advertising and consumer protection laws.
c)     Legal manager is involved in all areas of legal compliance.

    iii.       ACCOMODATIVE APPROACH
The managers agree that the organizational members should   have behaved legally and ethically. Hence, they try to balance the interests of different stakeholders against one another. Managers adopting this approach want to make choices that are reasonable in eyes of society. 

    iv.       PROACTIVE APPROACH
This is the strategy of being both legal and responsible. This is the preferred, socially desirable strategy. The position taken is that business firms have a responsibility not only to abide by legal constraints, but also to take a proactive stance and support social causes or institutions that they believe represent a positive force .after allowing for a reasonable profit.

Hence, the approach suggested above highlight the practice of business firms with respects to their social responsibility .Business firms can be categorized on the basis of their motives and responses. Firms with forward – looking approach and long term vision give due consideration to their social responsibility for their continued image and prosperity

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