Discuss about the Social Science Research and Recommendations.
The aim of this research is to examine the reason behind the lack of proactive approach regarding the CSR and sustainable responsibilities, and contextualize it with the relevant literature. For the purpose of the study, qualitative research design and ethnographic case strategy has been selected to delve deeper into the issue. The paper looks at the methodological framework, data collection method and analysis of data, limitations of the research and the ethical considerations. Considering the veracity of the damage perpetrated by the corporate enterprises in their everyday practice, it is important that the business organizations adopt ethical and social responsibilities that would neutralize to the profit oriented nature. This attribute makes this a critical research s it aims to move beyond the given and engage in a perusal of the companies. Given the thrust of the research, it is important to question the business leaders about this passive attitude and seek solutions from the grassroots level activists in expanding the scope of CSR and sustainable responsibilities in India.
Corporate Social Responsibility (CSR) and sustainability have been identified as the fulcrum of corporate reputation and the financial performance in pushing the companies in being more proactive (Afsharipour&Rana, 2013: 175). CSR and sustainability issues have become an indispensable aspect of corporate communication strategies that are aimed at the cultivation of the relationships with stakeholders through the management of expectations regarding the prospect of business (Berad, 2011: 28-30). This is in the best interest of the company to communicate regarding their CSR goals and objectives to the economic, social and the environmental standards (Charles, Schmidheiny & Watts, 2017:34-36). Studies have shown that many companies do not properly communicate about their CSR objectives to the different stakeholders for effective communication regarding the issues that build the opportunity in enhancing the relationships with them. According to Mohanraju (2015: 56-58), in the context of Asia, especially in India, the corporate social responsibility issues and the issues related to sustainability remains a nascent stage and it lacks a robust and proactive approach that requires more intervention. Alongside China, India is emerging as one of the most economies and an attractive market for foreign investment by the different multinational companies that are coming over to the country to expand and ensconce their business.
According to the United Nations Conference on Trade and Development (2013)the investment was 25 billion in the country (Chaudhari, 2015: 23 ). Given the growing demand and expectations from the foreign investors, stakeholders and the competitors. The Government of India’s Ministry of the Corporate Affairs have come up with new guidelines that mandates the involvement of the companies in India in CSR and sustainability activities (Mishra & Suar, 2010). CSR has been conceptualized from multiple perspectives that range from the classical view that emphasizes that the primary responsibility of the business would be to maximize the profits and increase the value of the stakeholder relating to a wider approach. It contends that business should fulfill the legal, economic and the ethical goals and the discretionary obligations (Cruz & Boehe, 2010: 56). The current focus of CSR in India is to emphasize on the broader issue of sustainable development that has been defined as the development that meets and needs of the present generation without compromising on the ability of the future generations to fulfill their objectives. This broader perspective related to CSR has inspired the CSR leaders to advocate for sustainability as the foreground of business responsibility. The strength of this approach is that it is grounded on the stakeholder theory that the corporation forms a mutually co-dependent relationship along with different stakeholders on whom the success will be dependant (Kim, Kim & Kim, 2014: 45-48) Sustainability indicates the organization’s economic, social, the environmental consequences, and the initiative that has been adopted to inform the various stakeholders on the issues pertaining to sustainability (Mohanraju, 2015: 65). Sustainability is therefore considered to be encompassing all the companies as contrast to the traditional approaches to business. From the perspective of the stakeholder CSR and sustainability communication renders the companies with the scope of nurturing the relationships with the extended help of the different stakeholders through the assumption of the transparent and responsible business practices (Barkemeyer, Holt, Preuss & Tsang, 2014: 15-32). The relational approach to the CSR/Sustainability is premised on the honest and open communication with the stakeholders
CSR commitment and engagement are found to have positive impact on the on the satisfaction level of the employees and have strengthened the stakeholder support and trust
India is the first country in the world to mandate corporate social responsibility. It was on 1st April, 2014 that the government of India implemented the new CSR guidelines that required the companies to invest 2 per cent of their net profit for the development of society (Chaudhari, 2015: 32-35).
For a long period, India had a long history of paternalistic philosophy and the process through which the country has attained its paternalistic policy has been adhered to since the ancient times. Philosophers like Kautilya and from India and the pre-Christian era,the philosophers in the western countries propagated for the incorporation of ethical practices in business. The term CSR was introduced during the 1970s and in the last decade of the twentieth century,it witnessed a transition from the charity to the traditional philanthropy that would involve the direct engagement of business or the mainstream engagement of business development that would concern the marginalized groups of the society (Taylor, Bogdan&DeVault, 2015: 56-58). In India, there is a realization that business cannot accomplish its objectives without giving back something to the society
The aim of the study is to intervene and examine the scenario into the corporate social responsibility and sustainability in the context of India. The research questions pertaining to this study is
The term research design refers to the overall strategy of research that is selected by the researcher to integrate the different components of a study that is organized in a coherent and cogent manner that would ensure that the research problem is addressed in an effective manner (Maxwell, 2012: 32-34). The research design comprises of the blueprint of the collection of data, measurement of data and the analysis of data. The function of a research design is to ensure that the evidence that is obtained enable the researcher in effectively addressing the research problem as logical and unambiguous as possible. In case of social science research, there is an imperative to specify the research problem, specify regarding the type of evidence that is to be used for the research, evaluation of the program and the accurate description, and assessing the meaning associated with the observable phenomenon. In a research project, the scope of the project refers to the domain of inquiry, the coverage and the reach of the research study. In case of a qualitative study, the thrust of the research design represents a reflexive process that operates along every stage of the study (Miller, Birch, Mauthner & Jessop, 2012: 76). The activities pertaining to the collection and analysis of data and modification of the theory elaborates and refocuses on the research questions, and helps in the identification and dealing with the validity threats that area that would go more or less simultaneously influencing each of the stages. The strength of the qualitative research design is that it is in stark contrast to the traditional approach that emphasizes on the prescriptive codes that determine the research. In case of qualitative research, the research design is treated as real entity and is not simply based on abstraction. Drawing from the contention of Kaplan on qualitative research, it can be stated that the qualitative research represent the design-in-use, the actual relationships among the different components of the research and the intended design (Smith, 2015: 43-46). In a qualitative research design, there are five elements of research namely the goals of the research, conceptual framework, research questions, methods and the validity of the research.
Every study comprises of a specific research philosophy that informs and guides the core values of the research. In the context of qualitative research design, the researchers emphasize on the importance of the beliefs and the practices that would inform the research. Prior to the nature of ontology, epistemology and axiology pertaining to this research, there is an imperative to discuss about these concepts. The term ontology refers to the study of being and is related to the kind of world that one is investigating, along with the nature of existence and structure of the reality. Another definition regarding the ontological assumptions is that they respond to the question, what is the nature of reality and how that reality can be perceived (Maxwell, 2012: 54). Given the qualitative nature of the study, the ontology for the study is concerned with the social world replete with meanings. In this kind of ontology, the researchers have to assume that human beings who are engaged in making meanings, thoughts and interpretations. The investigation of the researcher is manifested through the incorporation of the multiple research methods and the techniques of the interpretative design (Silverman, 2015: 76). In a qualitative research, interpretivism research informs the research paradigm. Prior to the discussion on interpretivism, it is important to define epistemology. The term epistemology refers to the nature and essence of relationshipsbetween the known and the knower.
The term interpretivism indicate the relation between the ontology and the epistemology and the interpretivists are of the view that reality can be relative and there are multiple forms of reality (Ritchie, Lewis, Nicholls & Ormston, 2013: 67-69).The interpretative epistemology in research considers the researcher and the research participant as mutually cohesive and interdependent. Therefore, the thrust of interpretative research is to interpret the social actions of the individuals to which they imbue meanings to their activities. The aim of the interpretative researcher is to imbue motives and meanings to the actions. According to Matthews & Ross, (2010: 45), axiology is the fourth factor in an inquiry paradigm in addition to ontology, epistemology and methodology. Axiology is concerned with the nature of the values and the question regarding the value. The participatory paradigm refers to the axiological questions that is related to value flourishing. Give the nature of this research, the axiology would be to understand about the values related to CSR and sustainability, and the values that is preventing India from fully adopting the CRS principles and sustainable policies.
The specific strategy of enquiry for the research would be ethnographic as well as case study. The ethnographic strategy in research is concerned with social interaction and the cultural groups where these groups are understood as the societies, organizations, communities and teams. The rationale behind the selection of ethnography is to provide rich, insightful and holistic overview about a community. The task of the ethnographer is to receive the culture, the practices and the perspectives of the people related to a particular setting. Another strategy appertaining to this research would be the case study. In case of qualitative research, case study indicates an intensive study of a singular case that can be an organization. Cases have to be the illustration of these as they are poised to become the case. Case studies can be done through the incorporation of multiple methods like observation, documentation and interviewing. Given the thrust of the study to understand about the lack of robust approach in addressing the CSR and sustainability issues in the context of India, ethnographic study would enable in providing an in-depth understanding about the research through micro-ethnography or rapid ethnography in an organizational setting with the managers and the authorities of the company. The case study approach of the study would be committed in studying the organization and examining the CSR and sustainable policies of the organization.
As a woman born and raised in a middle-income group family in Australia I feel that I need to situate myself in the field critically examine the bias that my position would contribute to the generation of data. My mother has been a staunch advocate of corporate social responsibility and emphasized on the ethical and moral values that would inform the research. Because of the influence of my mother, I have been inspired to investigate into the reasons that have made India reluctant in fully realizing the potential of the CSR and sustainability issues and at the same time following policies that would help in realizing these dimensions. Because of this I might feel biased towards the cause of CSR and refrain myself from engaging with the perspectives of the research participants (managers of the organizations) in empathizing with their perspectives.
The term research population refers to the population that represents the population that is representative if the population in consonance with the research. In case of any research project, it is important to choose the sample population (Mackey &Gass, 2015). The sampling population is representative of the characteristics of the research population. Since it is not possible to study the entire population, one selects the sample population to examine broader question of the study. The participants for the research would be managers associated with different organizations (chemical or petroleum, apparel, hardware or IT). The constant factor would be the managers and the variables in this context would be age, ethnicity and gender. In other words, managers irrespective of their ethnicity, age and gender would be selected as participants for the research. There would be another set of participants for the research- the social activists associated with the NGOs and the think tank that are dedicated to the cause of sustainable and CSR issues. This would be done with an aim to document their articulations regarding the position, role and the scope of India in term of CSR and sustainability. Even in this context, the owners of the NGO would be considered as participants for the research irrespective of their age, gender and ethnic background.
A qualitative research is concerned with the non-probability sampling. The sampling technique that would be adopted for this research is purpose sampling. It is also known as selective sampling or the purposeful samplingindicates the sampling technique that is used by the qualitative researchers to recruit participants who has the ability to furnish in-depth information and details about the phenomenon that is being investigate. Another sampling technique that would be adopted for the purpose of the study is snowballing technique. The rationale behind the selection of the snowball technique would be done with the intention of reaching put to one participant through the reference and help of another participant.
The setting or the universe of study would be organizations like NGOs, office of the think tank and the corporate firms. The rationale behind the selection of these settings would be to engage with the research participants in their comfort zone of the organizational setting (Flick, 2015).The criterion of the participants to participate in this study would be their position (managers of the companies and owners of the NGOS and think tank). Another criterion would be availability and willingness during the phase of fieldwork that is indispensable for the study. The participants would be present in their familiar settings during the course of the interview and would be occupied in their official work. The proposed methods for the study would qualitative interviewing, semi-structured interview with the participant, focused group discussions with the owners of NGOs working on CSR and sustainability, case study of the organization and secondary data analysis of the government records and publications of the NGOs. The strength of qualitative interviewing is the scope of in-depth conversations with the research participants and eliciting data that would enrich the study (Neuman, 2013: 56-64). The focused group discussions would enable in collection of data of a number of cohorts in a shorter period of time However, the limitation with focused group discussion is that one participant might be more vocal and dominant and the other participants will feel left out. Therefore being a mediator in focused group discussions is quite a challenge
In qualitative research, the tools of data collection would be unstructured questionnaire. The term unstructured interview schedule features open[-ended questions that are relevant to the purpose of the study and is subject to modification depending on the course of the interview (Berad, 2011: 45-47). The deployment of unstructured interview is not unique to my study and have been deployed by scholars in this field this study about the CSR and sustainabilityin the context of India (Panneerselvam, 2014: 56-58). The instrument was validated through a pilot study conducted on the managers as well as the owners of the NGO to seek whether the participants were responding to the research. Another aim was to understand whether the questionnaire is in conjunction with the broader aim of the research This would be followed by the pilot study reviewed by a group of experts or the insiders in the field.
The processing and analysis of data is dependent on the method of data collection. In case of qualitative research, data analysis is hands-on and in certain cases involves the technology that is used in the analysis of the data. Given that it is an interpretative research, the thrust of data analysis would be making meaning from the interpreting the interviews, focused group discussions and the case study. The goal of the researcher would be to identify the potentiality of the research and demonstrate the way for people to transform their circumstances. There would be focus paid on power dynamics limiting the central concerns of the research.
Ethical concerns are important considering that the research should be conducted in a just and fair manner without causing injury to anyone. Ethical issues are present in all kinds of research and underline the tension between the aims of the research and the rights of the participants Ethical considerations in research pertains to engaging in benevolence and not causing harm to anyone (Podsakoff, MacKenzie&Podsakoff, 2012). Therefore, the core value of ethics in research is the adoption of fair means to conduct the research. In case of qualitative research, the nature of harm is subtle and different compared to the problems prevalent in the quantitative research. Some of the ethical measures that have been adopted for the purpose of the study are seeking informed and written consent from the participants, treating the participants in the research in a respectful manner, treating the research participants as equal collaborators in the production of knowledge rather than the object of knowledge and finally informing the research participants about the objective the study. Thereby, this is an overt ethnography (Neuman, 2013: 32-35).
The trustworthiness of the research would be validated through the pilot study that would be conducted before the actual ethnography and associating with the relevant literature to understand whether the data is valid. Another mode of validating the study would be through member checking in which the members would be requested to check the accuracy of the account and through triangulation where different ways of data collection would enable in understanding whether the research has been successful in testing what it is intended.
Some of the limitations that have been recognized in the context of the study is that there may be additional efforts required due to the adoption of the mixing of methods that constitutes the central form of data collection. The second limitation of the study is that the sample size comprising of 10 managers of companies and 10 owners of NGOs may not sufficient for being representative of the research population.
Conclusion
Based on the above discussion, it can be stated that the broader aim of the research is to study the reason behind the reluctance of CSR and sustainable responsibilities. Given the nature of the question, qualitative research design and mix methods was selected has been considered appropriate for the study. Despite the careful planning of research there are certain limitations of the research. Ethical measures have been taken to ensure that the research has been conducted in the proper manner.
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