Corporate Sustainability Relationship Management Practices:...

Prof. G. V. Chalam and Siddam Venkata Narayana Rao, International Journal of Research in Engineering, IT

and Social Sciences, ISSN 2250-0588, Impact Factor: 6.565, Volume 09 Issue 01, January 2019, Page 108-113

http://indusedu.org Page 1

This work is licensed under a Creative Commons Attribution 4.0 International License

Corporate Sustainability Relationship

Management Practices: Perceptions of the

Stakeholders – An Empirical Analysis

Prof. G.V. Chalam1 and Siddam Venkata Narayana Rao

2

1(Department of Commerce & Business Administration, Acharya Nagarjuna University, Nagarjuna Nagar,

Andhra Pradesh, India) 2(Research Scholar, Department of Commerce & Business Administration, Acharya Nagarjuna University,

Nagarjuna Nagar, Andhra Pradesh, India)

Abstract: The sustainability relationship management practices are increasingly prevalent during the recent past in business corporations and their institutional landscape. Actually, these organizations have been waiting

for guidelines on sustainability since several years on economic, environmental and social perspective. In fact,

the corporate managements believe that sustainability is important for future success and growth and is

interested in blending it with its day-to-day business strategy.

This paper aims at to elicit the perceptions of the selected respondents on the corporate social

sustainability relationship management practices in the select companies. From the analysis it was found that

the practices of corporate social sustainability relationship management are ingrained in the company policies,

vision and mission. The stakeholders are identified through internal reviews, face to face meetings, activity

related peer groups, and other methods of interactions. The social sustainability is practiced as a life cycle

management starting with health and safety, housing, education, ethics, philanthropy through equity and

welfare without deviation the human rights principles. Most of the companies are concentrating on the

economic and environmental sustainability programs rather than on social sustainability initiatives. Though

some environmental and economic initiatives tend to look as social sustainability initiatives.

Keywords: Sustainability, Sustainability Relationship, Stakeholders, Corporate Social Responsibility, Corporate Social Sustainability, Local Community, Social Equity

I. INTRODUCTION The sustainability relationship management practices are increasingly prevalent during the recent past

in business corporations and their institutional landscape. Actually, these organizations have been waiting for

guidelines on sustainability since several years on economic, environmental and social perspective. In fact, the

corporate managements believe that sustainability is important for future success and growth and is interested in

blending it with its day-to-day business strategy.

As a fact, sustainability is the program and process in any organization woven into the social fabric of

the community through broad-based interest, involvement and investment in the fulfillment of the corporate

mission and vision. The program and process involve a complete network of individuals, stakeholders and

business partners investing their time and resources for the purpose.

There are several tasks that must be accomplished to develop and implement a sustainability plan. But

fundamentally, sustainability is about developing, nurturing and managing various relationships. In

sustainability relationship, building a strong stakeholder network becomes a valued and mission-critical asset for

any organization. Sustainability is viewed as a continuous journey rather than a destination. This research argues

in favor of recognition of corporate social sustainability as both a normative and analytical concept. Of late,

sustainability has been used more in the sense of human sustainability on planet earth. It has many situations and

contexts depending on many scales of space and time.

Corporate Sustainability Relationship Management

The social sustainability can be achieved through social mobilization. By doing business, the

companies have an effect on their neighbors, customers, suppliers and the economic vitality of the entire region.

There are many simple steps that a company can take to improve the lives of people in its community, including

volunteer projects and contributions to charitable organizations and interest groups. The stakeholders or

business partners for a corporate business houses are partner companies, investors, specialist organizations,

government, workers and employees’ groups and the general public associated directly or indirectly with the

business of the company.

The sustainability is a multidimensional approach and there are several key areas an organization has to

begin exploring stakeholders to develop relationships. Though the list is not an exhaustive, business and

industry, non-profit organizations, education, religious congregations, healthcare services, government, civic





service, activist organizations, etc., can be considered as a starting point for developing corporate sustainability

relationships. The company reports to and learns from its stakeholders to assess the company’s performance and

aspirations on the sustainability.

Thus, the social sustainability has become an issue for the public and private sector organizations

during the recent years. Many problems associated with social injustice, slavery, child labor, racial

discrimination, unsafe workplaces, etc., are covered under national, regional and local regulations. There are a

number of issues to consider regarding the implementation of these programs. A constant review and evaluation

of these strategies need a close monitoring. The shareholders, investors, employees, communities, etc., look

into the financial, environmental and social wellbeing of the company.

In this paper, an attempt is made to know the perceptions of the stakeholders on the corporate

sustainability practices in the sleeted organizations in India. For this, the data is collected from the stakeholders

through personal internal reviews, face to face meetings, activity related peer groups, and other methods of

interactions. The social sustainability is practiced as a life cycle management starting with health and safety,

housing, education, ethics, philanthropy through equity and welfare without deviation the human rights

principles.

The data collection has been collected in two-fold, i.e., face to face interviews and the second one is the

online responses of the sample respondents. The face to face interviews are carried out and simultaneously

online data collection started. The same questionnaire format is used for face to face interviews, distributed for

questionnaire survey and online collection of data. For the purpose of data collection, an internet-based survey

was also conducted, with a website http://www.sustainquest.info created for the respondents to login and

complete the questionnaire. Users initially register their credentials to log on to the site and then complete the

questionnaire.

The data so collected is computerized primarily in MSSQL database. This data is transferred in a

structured format to IBM SPSS. The IBM SPSS is software that addresses the entire analytical process, from

planning to data collection to analysis, reporting and deployment. It provides tools that allow users to quickly

view data, formulate hypotheses for additional testing, and carry out procedures to clarify relationships between

variables, create clusters, identify trends and make predictions.

Section-I: Implementation of CSRM Practices – Companies Views

From 1st April of 2014 as per the Companies Act 2013, the larger companies in India are mandated to be

required to spend at least 2 per cent of the net profits of prior three years of business on CSR activities, on

projects or activities from the set list (as per Schedule VII of the Companies act 2013). Further, it is required to

comply or explain the expenditure and any shortfall below the 2 per cent threshold. It is mandatory to set-up a

CSR committee of the board of 3 or more directors, whose members will include at least one independent

director and to ensure that the board establishes a policy for CSR within the company, which will report

exclusively on the CSR activities.

In the following tables, percentage responded are the total number of respondents that opted for the

answer, while percentage response is the number of responses received to the question to the total responses

received for that question.

Table-1: Implementation of Sustainability Programs - Companies Objectives

Objectives No. of Responses % Responded % Response

Customers’ Demand 460 50.77 12.71

Reputation 408 45.03 11.27

Competition 399 44.04 11.02

Cost Savings 377 41.61 10.41

Executive Commitment 365 40.29 10.08

Shareholders’ Demand 360 39.74 9.94

Industry trend 325 35.87 8.98

Government Regulations 252 27.81 6.96

Social Community demand 222 24.50 6.13

Demand from NGOs 178 19.65 4.92

Public demand 166 18.32 4.59

Others 54 5.96 1.49

No response 54 5.96 1.49

Total 3620

100

Source: Collected from the Survey





Identify your company’s top five reasons to implement sustainability programs?

The select companies are implementing sustainability programs on customers’ demand. Many times,

companies conduct sustainability programs to build up their reputation in the market. On the other hand, often

the sustainability programs are conducted for competition from the other companies. Cost Savings, Executive

Commitment, Shareholders Demand, Industry trend, Government Regulations are among the other important

reasons for implementing the sustainability programs in an organization.

Table-2: Obstacles Faced by the Companies in Promoting the Stakeholder Engagement

Obstacles No. of Responses % Responded % Response

Lack of time 429 47.35 19.86

Lack of leadership 387 42.72 17.92

Inadequate funding to support the cause 294 32.45 13.61

Weak regulations 258 28.48 11.94

Resistance to change 198 21.85 9.17

No training or education on the subject 187 20.64 8.66

Geographical distances 146 16.11 6.76

Motivational Factors 79 8.72 3.66

Language and cultural barriers 75 8.28 3.47


Others 36 3.97 1.67

Lack business planning capabilities 12 1.32 0.56

Total 2160

100


What obstacles does your company face in the process of promoting the stakeholder engagement?

The sample companies do face lot of obstacles in the process of stakeholder engagement. Stakeholder

engagement is critical in implementing the corporate social sustainability initiatives and programs. The

companies most often understand the importance of sustainability programs but lack strategy on how to engage

the stakeholders at the right point of time to the right activity. Lack of time, lack of leadership, inadequate

funding to support the cause, weak regulations and resistance to change are a few major obstacles companies are

facing in the process of promoting the stakeholder engagement. There are both enablers and resistors in the

stakeholder’s engagement process. Inability or unwillingness to change, inability to see potential benefits of

getting involved, and lack of awareness, are a few traits of the resistors, while active involvement and show of

interest, and assuming roles and responsibilities, are a few of the traits of the enablers from among the

stakeholders.

Table-3: Environmental Aspects for the Implementation of the Sustainability Programs

Environmental Aspects No. of Responses % Responded % Response

Materials 366 40.40 13.47

Water 349 38.52 12.85

Products and Services 305 33.66 11.23

Energy 298 32.89 10.97

Biodiversity 291 32.12 10.71

Transport 236 26.05 8.69

Effluents and Waste 220 24.28 8.10

Emissions 215 23.73 7.91

Compliance 190 20.97 6.99

Overall 85 9.38 3.13


Environmental Grievance Mechanisms 51 5.63 1.88

Supplier Environmental Assessment 46 5.08 1.69

Total 2717

100






Which “Environmental” aspects of the following does your company organize in the sustainability

Programs?

On the environmental aspect the sample respondent companies are organizing the sustainability

programs on materials, water, product and services, energy, biodiversity, waste, emissions and compliance

during the period of study.

Section II: Satisfaction Levels of Stakeholders on Corporate Sustainability Initiatives

The sustainability initiatives are being implemented by both private and public enterprises. Is it because

of legal obligations and government mandates or merely for prestige and reputation? On the other hand, how

seriously are they implementing and do the employees often underutilize resource in the development and

implementation of sustainability programs are examined in the following paragraphs.

Table-4: Satisfaction Levels on Safety and Security in the Community

Satisfaction Level Number of responses % Response

Satisfied 460 50.77

Neither Satisfied nor Dissatisfied 139 15.34

Completely Satisfied 100 11.04

Dissatisfied 79 8.72

Very Dissatisfied 68 7.51

No response 61 6.62

Total 907 100


How satisfied are you with safety and security in your community?

The balance between the work and life is important for increase in productivity of the company.

Corporate companies encourage a healthy work-life balance for its employees. Around 42 per cent of the

stakeholders are satisfied with the balance between the work place and the community life while 13 per cent are

dissatisfied. On the other hand, there is double the number of stakeholders who are very dissatisfied over the

completely satisfied stakeholders with the balance of work place to community life.

Table-5: Satisfaction Levels with Relationships with the People, Institutions in Community

Satisfaction Level Number of responses % responsed

Satisfied 430 47.35





No response 65 7.17

Total 907 100


How satisfied are your relationships with the people, institutions in your community?

The community relationship is strategic aspect of business for organization sustainability. These

relationships help retain the position in the market. Companies continue to integrate community relations into

their overall business strategy to maintain the corporate social sustainability relationship. On the relationships

aspect around 55 per cent are satisfied or completely satisfied and around 19 per cent are dissatisfied and very

dissatisfied.

Table-6: Satisfaction Levels Meeting Local Community Needs such as Energy/Water

Satisfaction Level No. of Responses % Responsed

Satisfied 416 45.92




No response 64 6.84


Total 907 100






How satisfied are you meeting local community needs for basic resources such as energy or water?

A considerable percentage of population lives in the rural areas where there is lack of adequate energy

or water resources. Most of businesses especially the Manufacturing industries are located in the suburban areas

or slightly away from the urban population due to land availability. Factors such as unemployment, poverty

levels or lower economic groups, occupational reasons, rural areas face serious problems with regards to the

energy and clean water resources. It is important that corporates ensure that energy efficient and cost-effective

programs are taken up for company's social sustainability. On the aspect for meeting the community needs for

basic resources such as energy and water, 46 per cent stakeholders gave positive satisfactory note while 12.7 per

cent are dissatisfied.

Table-7: Satisfaction Levels with Places of Learning, Health, Safety, Welfare, Recreation and Faith

Satisfaction Level No. of responses % Responded

Satisfied 401 44.26





No response 67 7.28

Total 907 100


How satisfied are you with the places of learning, health, safety, welfare, recreation and faith in your

community?

From the social sustainability point of view, corporates organize several community development

programs which include organizing health camps, Safety and welfare activities, providing recreation facilities,

involving in funding worship and faith related initiatives and such programs for the good of the community.

Regarding community facilities like places of learning, health, hospitals, safety, welfare amenities, recreational

facilities, faith and worship 52 per cent are either satisfied or completely satisfied; on the other hand, 23 per cent

are dissatisfied or very dissatisfied.

Table-8: Satisfaction Levels with the Efforts to Waste Minimization and Recycling

Satisfaction Level No. of Responses % Responded

Satisfied 414 45.70





No response 67 7.28

Total 907 100


How satisfied are you with the corporate attempts and efforts to waste minimization and recycling?

Waste minimization or elimination is one most important process for a sustainable society to help

eliminate generation of waste. Companies need to take responsibility in providing the in the environment

friendly methods of waste minimization, reduction, recycling and disposal. As far as corporate commitment to

waste disposal, minimization and recycling is concern over 45 per cent stakeholders are satisfied and around 14

per cent are dissatisfied. Almost equal number of stakeholders is completely satisfied or very dissatisfied.

Table-9: Satisfaction Levels with the Efforts to Reduce or Prevent Pollution

Satisfaction Level No.of Responses % Responded

Satisfied 393 43.38





No response 70 7.62

Total 907 100






How satisfied are you with the corporate attempts and efforts to prevent pollution (Air, Water, effluent,

noise etc.)?

Reducing environmental impact by preventing pollution associated with various sources. The

companies concentrate on managing and reducing chemical substances, take measures to reduce carbon

emission and air pollution, to prevent water pollution, to prevent soil contamination, preventing sound pollution

etc., 43 per cent of stakeholders are satisfied with the corporate attempts to prevent pollution while 12 per cent

are dissatisfied. There are 8 per cent, who agreed on completely satisfied and as many stakeholders are very

dissatisfied.

Table-10: Satisfaction Levels with the Efforts to Protection of Natural Environment

Satisfaction Level No. of Responses % Responded

Satisfied 412 45.47




No response 70 7.62


Total 907 100


How satisfied are you with the corporate attempts and efforts to protection of natural environment?

With the increasingly environmental conscious world, Companies now have obligation to protect the

natural resources and prevent further deterioration. Environmental protection is now a legal and ethical

obligation on the part of corporate businesses. There are several regulations which mandate these sustainability

programs to be implemented as a practice. On the Corporate attempts of protecting natural resources 45 per cent

satisfied and 13 per cent are dissatisfied.

Table-11: Satisfaction Levels with the Efforts to Sustainable Transport Options

Satisfaction Level No. of Responses % Response

Satisfied 383 42.27





No response 68 7.45

Total 907 100


How satisfied are you with the corporate attempts and efforts to sustainable transport options?

With the environmental and climate impacts companies are providing sustainable transport facilities.

The mass transport, energy efficient vehicles are few examples. Companies offer their employees the chance to

reduce transit costs by providing mass public transportation for social progress. On the corporate, attempts on

sustainable transport options 42 per cent are satisfied and 15 per cent are dissatisfied.’

Table-12: Satisfaction Levels of Clear and Accurate Information on Products, Services, Labeling


Satisfied 426 47.02




No response 68 7.45


Total 907 100


How satisfied are you with your enterprise’s supply of clear and accurate information on its products,

services, labeling and activities to customers, suppliers, local community, etc.?

As there is a demand from consumers that companies should inform about its product to take decisions

about their purchases. Similarly, stakeholders do demand corporate organizations to inform and publish accurate

information on its products, services and labeling to its customers, suppliers and local community. Around 47 %

stakeholders are satisfied with your enterprise supply of clear and accurate information on its products, services,

labeling and activities to customers, suppliers, local community





Table-13: Satisfaction of the Stakeholder on the Overall CSRM Practices


Satisfied 406 44.81





No response 62 6.73

Can’t say 13 1.43

Total 907 100


How satisfied are you with the implementation of sustainability in your organization?

Only 44% of the stakeholders are satisfied while 14% are dissatisfied with the present state of

implementation of sustainability initiatives in the organizations. Totally dissatisfied stakeholders are more than

the completely satisfied stakeholders.

Table-14: No. of Trees planted in the Community

No. of Trees No. of Responses % Response

In Hundreds 346 38.19

In tens 280 30.91

None 108 11.92

In Thousands 73 8.06

No response 68 7.40

In Lakhs 32 3.53

Total 907 100


How many numbers of trees planted in the community?

Around 38% responded that tree plantation in hundreds is done in the community by the local

companies. Another 30% responded that it is only done in tens. 12 % responded there is no plantation activity

done by the local companies.

Table-15: Social Sustainability Training Programs Companies Organized

Social sustainability programs company organize No. of Responses % Responded % Response

Women’s Empowerment 294 32.45 10.58

Working conditions 253 27.92 9.10

Wages & benefits 245 27.04 8.81

Human rights 214 23.62 7.70

Environmental issues 213 23.51 7.66

Rural development 209 23.07 7.52

Collective bargaining 203 22.41 7.30

Anti-corruption and bribery 197 21.74 7.09

Discrimination 188 20.75 6.76

Forced or Child labour 175 19.32 6.29

Climate changes 167 18.43 6.01

Agriculture 129 14.24 4.64

Youth and Education 81 8.94 2.91

None 67 7.40 2.41


Microenterprise/ Microfinance 47 5.19 1.69

Others 32 3.53 1.15

Total 2780

100


What social sustainability training programs does your company organize?

Woman’s empowerment, working conditions, Wages and benefits, Human rights, Environmental

issues, Rural Development, Collective bargaining, Anti-corruption and Bribery Discrimination, forced child

labor are among the foremost social sustainability training programs companies organizing. There are a few

responses that no programs were being organized by the company in respect of Sustainability training programs

which constitute 2.4 % of the total respondents.





Table-16: Total No. of Hours per Year Company Impart Training and Education

No. of hours per year No. of Responses % Response

Less than 80 hours 383 42.27

81 to 160 hours 218 24.06

None 99 10.93

161 to 320 hours 85 9.38

No response 70 7.62

More than 320 hours 52 5.74

Total 907 100


How many hours per year does your company allot to impart training and education for sustainability

efforts (Considering 2000 working hours per year)?

Corporate policies involve training and education for its employees on sustainability practices. Green

Education, Sustainability Coaching are the few training and education programs many companies are offering

for its employees on the sustainability aspects. To achieve company's sustainability goals, they need to involve

the employee workforce on these activities. Considering 2000 hours of work per employee per year 42 %

respondents think that only 80 hours or less is being spent on the sustainability activities. Another 24% feel 80

to 160 hours are spent for the purpose of sustainability activities. At least 11% of companies are not spending

any amount of time for these activities.

Table-17: Satisfaction Levels of Company Policy or Training Opportunities to Local Community


Satisfied 404 44.59




No response 79 8.61


Total 907 100


How satisfied are you with your company’s offer for training opportunities to people from the local

community to enhance the understanding of Corporate Social Responsibility/ Sustainability (e.g. anti-

corruption, health & safety, apprenticeships or work experience for the young and sustainability

awareness programs)?

Local communities face lot of social challenges if their resources are depleted and destroyed.

Sustainable development is the only way to recovery and enhances the quality of life for everyone in these

communities. This is achieved by developing local assets, limiting waste and pollution, improving the status of

people, conserving natural resources, and promoting cooperation and efficiency. To achieve this continuous

training should be imparted to the people of local community in the fields of anticorruption, health, safety and

similar sustainability-oriented programs. Around 44 % of respondents are satisfied with the programs being

implemented by their company while 14 % disagree and dissatisfied with the sustainability programs.

Table-18: Job Opportunities are Generated Exclusively for Local Community

No. Job opportunities generated for local candidates No. of Responses % Response

1 to 10 393 43.27

11 to 50 164 18.10

None 113 12.47

51 to 100 99 10.93

100 above 69 7.62

No response 69 7.62

Total 907 100


How many job opportunities are generated exclusively for local community candidates?

Over 43% responded that at least 1 to 10 jobs are being generated exclusively for the local community

candidates per annum. Another 16% responded that 11 to 50 jobs were created. However nearly 13 % responded

to say that there are none offered to the local community candidates.





Table-19: Satisfaction Levels of Company Financial Support to Local Community activities

Satisfaction Level No.of Responses % Response

Satisfied 419 46.25





No response 71 7.73

Total 907 100


How satisfied are you with your Company’s regular financial support to local community activities and

projects (e.g. charitable donations or sponsorship)?

The corporations give funding to the local communities to help establish good corporate relations. This

is in the form of Financial Cash funds or non-cash contributions like gifts and supplies. Financial support to

local community activities and projects are done not merely for good business sense but also oriented to

establish long-term corporate social sustainability relationship. 46 % feel satisfied with 11% dissatisfied with the

company's financial support to the local communities.

Table-20: Community support programs/ events companies support or fund

Community support programs company support No. of Responses % Responded % Response

Awareness Programs 313 34.55 7.48

Charity and Donations 277 30.57 6.62

Health, Dental and Eye Care 256 28.26 6.12

Health Run or Walkathons 253 27.92 6.04

Community Health programs 207 22.85 4.95

Sports and Games 201 22.19 4.80

Arts and Culture 194 21.41 4.63

Education (Adult and Children) 194 21.41 4.63

Baby/ Child Care 188 20.75 4.49

Disaster Relief Programs 185 20.42 4.42

Tree planting 178 19.65 4.25

Clubs and Associations 176 19.43 4.20

Animal Care 168 18.54 4.01

Safety events 168 18.54 4.01

Elderly Programs 167 18.43 3.99

Exhibitions 148 16.34 3.54

Fairs and Carnivals 144 15.89 3.44

Excursions and short tours 133 14.68 3.18

Stage and Cultural Activities 123 13.58 2.94

Luncheons 109 12.03 2.60

Parks and Recreational facilities 108 11.92 2.58

Spiritual Services / Yoga 86 9.49 2.05

Workshops 76 8.39 1.82


Youth Programs and activities 48 5.30 1.15

Others 21 2.32 0.50

Total 4186

100


What community support programs/ events does your company support/funds?

Awareness programs, charity and donations, health dental and eye care, health run, community health

programs sports and games, Arts and Culture, Adult education, Baby/child care, disaster relief, Tree planting are

among the foremost programs generally companies are performing. Apart from the above list animal care, safety

events, exhibitions workshops are also popular events companies are organizing.

Table-21: Satisfaction levels of company policy to register and resolve complaints


Satisfied 419 46.25







No response 75 8.17



Total 907 100


How satisfied are you with your company’s policy to register and resolve complaints from customers,

suppliers and stakeholders?

Generally, companies have their own policies to handle complaints from their stakeholders in several

ways by designing policies handbook, assigning staff to handle grievances, receive complaints through boxes or

through mail, through discussions, addressing concerns or similar feedback mechanisms. 46 % of the

Stakeholders are satisfied with the existing mechanism of their company in handling the stakeholders’

complaints and grievances. 11 % are dissatisfied with the Grievance mechanism.

Table-22: Total number of stakeholders’ complaints per year

Total number of Stakeholders complaints company gets per year No. of Responses % Response

Fewer than 5 417 46.03

6 to 50 231 25.50

51 to 100 88 9.71

None 72 7.89

No response 72 7.89

More than 100 27 2.98

Total 907 100


How many stakeholders or community complaints does your company get per year?

To maintain good stakeholder relations, it is the Management Standard to receive Complaints and

Grievances either through mail or complaint boxes set up conveniently at various locations within the

organization. Often such complaints received are those of discrimination and harassment. 46 % responded they

receive fewer than 5 complaints a year while 8% reported that there are no complaints.

Table-23: Does your company publish a CSR sustainability report

Does your company publish a CSR Sustainability Report No. of Responses % Response

Yes 384 42.38

No 265 29.25

Don’t Know 185 20.42

No response 73 7.95

Total 907 100


Does your company publish a Corporate Social Responsibility (CSR)/ Sustainability Report?

Corporate social responsibility (CSR) is a business approach that contributes to sustainable

development. 42 % responded that their company publish the CSR 30 % companies surveyed are not publishing

the CSR. Another 20 % of respondents are totally unaware if their company publishes a CSR.

Table-24: Health and safety programs company organize

Health and safety programs company organize No. of Responses % Responded % Response

General Health Awareness 403 44.48 15.07

HIV AIDS Awareness 352 38.85 13.16

Women’s Health 328 36.20 12.27

Cancer Awareness 286 31.57 10.70

Malaria/Filaria /Dengue 238 26.27 8.90

Lifestyle Diseases 231 25.50 8.64

Tuberculosis 215 23.73 8.04

Anxiety/ Anger/ Stress Management 175 19.32 6.54

Alcohol/ Nicotine Counselling Programs 145 16.00 5.42

Drug Abuse Counselling Programs 115 12.69 4.30

Rehabilitation Programs 73 8.06 2.73


Others 42 4.64 1.57

Total 2674

100






What health and safety programs does your company organize?

Programs on general health awareness, HIV AIDS awareness, women’s health, cancer awareness and

other life-threatening diseases are the most organized social sustainability programs by the companies.

Table-25: Community sustainability projects company involved Community sustainability projects

Company involved Projects No. of Responses % Responded % Response

Women’s Welfare Centers 278 30.68 10.46

Water Supply Drinking Water 268 29.58 10.09

Waste Treatment plants 256 28.26 9.63

Roads and Buildings 234 25.83 8.81

Child Welfare/ Education Projects 232 25.61 8.73

Animal Shelter Projects 229 25.28 8.62

Sewage / Drainage and Toilets 219 24.17 8.24

Adult Education 208 22.96 7.83

Solar Electrification projects 168 18.54 6.32

Wind Power Projects 157 17.33 5.91

Health Clinics 146 16.11 5.49

Rural Electrification projects 145 16.00 5.46


Others 45 4.97 1.69

Total 2657

100


What community development sustainability projects is your company involved in?

Women’s welfare centers, drinking water supply, waste treatment plants, roads and buildings, child

welfare and educational projects, sewage and drainage toilets, adult education and solar electrification power

projects, wind power projects, health clinics are the most common sustainability projects companies are

involved in.

Table-26: Satisfaction levels on Corporate Governance


Satisfied 448 49.45




No response 69 7.51


Can’t be said 23 2.54

Total 907 100


How satisfied are you with the ‘Corporate Governance’ in balancing the interests of the many

stakeholders in your company?

The corporate governance simply is a framework where the Higher Management (Board of Directors)

runs the company with the help of employees as (Executives Members) work for the benefits, rights,

responsibilities and rewards of the stakeholders. 59% are satisfied and 18 % are dissatisfied with the corporate

governance system in their company.

Table-27: Type of Social Responsibility Programs Organized by the select Companies Type of Programs Organized No. of Responses % Responded % Response

Medical health camps / mobile clinics 364 40.18 13.33

Funds and donations for charities 349 38.52 12.78

Health and safety awareness drive 337 37.20 12.34

Plant trees / Agri-development 270 29.80 9.89

Improve infrastructure facilities 257 28.37 9.41

Education for poor and under privileged 256 28.26 9.38

Programs for physically disabled/impaired 230 25.39 8.42

Environmental development activities 222 24.50 8.13

Adopt a highway/ village 175 19.32 6.41

Develop recreational facilities 04 11.48 3.81


Animal shelters / animal clinics 58 6.40 2.12

Others 36 3.97 1.32

Total 2730

100






Which of the following corporate social responsibility programs does your company organize?

The specific sustainability programs, which are organized in the companies are Medical health camps,

funds and donations, health and safety awareness drive, tree plantations, education for poor and under privileged

which range from 9 % to 13 % responses.

II. FINDINGS Employees, customers, suppliers, shareholders/ investors and creditors are among the foremost

stakeholders for any company.

Annual general meetings, Surveys, interviews, meetings, social/ electronic media, training and development are the main methods of communications with the stakeholders for the sustainability

programs.

Most companies engage its stakeholders by joint decision making, negotiations, workshops, mediation conferences for the social sustainability programs.

The reasons for companies to implement sustainability programs are due to the demand from customers, the need to maintain reputation, competition and for cost savings. Executive commitment is

only moderate in Indian companies.

Companies are striving to achieve economic growth and equity implementing good labor practices and decent work policies, healthy labor management relations, adopting to occupational safety and health

procedures. Equal opportunity employment practices, Equal remuneration irrespective of gender

differences.

Collective bargaining, child labor, investment, security practices, non-discrimination and human rights grievance mechanisms related sustainability programs are implemented by the companies on the

human rights aspects.

Improving local communities, anti-corruption programs, regulatory compliance, public policy. Anti-competitive behavioral programs are practiced mostly.

Regarding product responsibility aspect of GRI guidelines, the companies are implementing product and service labeling, customers health and safety, customer privacy and marketing communications.

Economic performance is an important element for most of the companies followed by Market presence as for the Economic aspect of GRI guidelines.

As per the Environmental indicator of GRI guide lines Materials, Water, Energy, Bio-diversity, Transport and Waste effluents are among the foremost sustainability features the companies are

concentrating on.

More than 50% of the stakeholders are not involved in the sustainability programs organized by the companies, few stakeholders are merely informed of the activities.

Depending on the size of the company on an average 1 to 10 job opportunities are earmarked exclusively for the local community as a measure of sustainability effort.

Tree plantation activity by the companies is initiated and organized but the maintenance aspect has failed due to which most of the tree plantation programs are going waste.

The Companies are practicing empowerment for women by increasing the woman employees in the organizations and raising the levels to senior positions within the industry.

The Companies are receiving feedback from the stakeholders on the sustainability programs and measuring the effectiveness through surveys, face-to-face meetings, mailing, telephone interviews,

public meetings and committees.

Insufficient time, Lack of commitment, lack of coordination and lack of infrastructure facilities are the major hurdles in the implementation of sustainability programs.

The satisfaction levels of implementation of sustainability programs are not adequate. Only very few companies are effective in implementation of sustainability programs as the level of engagement is

limited.

Dissatisfaction levels are more than satisfaction levels when it comes to balance of work place and social community life with reference to sustainability initiatives companies are undertaking.

Companies are not meeting the basic level of satisfaction with regard to fulfilling the community needs for basic resources like energy and water.

Satisfaction levels are balanced with reference to companies organizing the health and safety, welfare and recreation facilities in sustainability programs.

Dissatisfaction levels are high on the corporate attempts to reduce the environment impact sustainability initiatives. This is the same in case of waste minimization efforts and recycling efforts.

Only a few companies are doing commendable work with professional approach and long-term sustainability when it relates to Air, water, effluent treatment, and noise reduction activities for

preventing pollution and protecting natural environment.





Though companies are leveraging in the mass transport system by organizing company arranged buses and transport facilities, dissatisfaction level still remains on a higher side. Companies are not taking

much lead in improving transportation facilities.

With strict enforcement of Government regulations, the companies are ensuring to furnish clear and accurate information on its products, services, labeling activities.

Dissatisfaction levels are more while dealing with registration and resolving the customer complaints as a part of sustainability activities.

Only 20% of employees in an organization are actively participating in the community sustainability developmental activities organized by the companies. The time spent on these developmental activities

account to less than 80 hours per year.

Binding to the regulatory compliance most of the companies are publishing the CSR (Corporate Social Responsibility) report.

Community awareness programs, charity and donations, health programs and health runs, sports and games, arts and culture, education are some of the social sustainability programs widely organized by

the companies.

General health awareness, HIV AIDS awareness, women’s health, cancer awareness, malaria, lifestyle diseases, TB, Alcohol/ Nicotine counselling programs, and anxiety anger management programs health

and safety related initiatives are organized by the companies.

Most of the community development programs organized include women’s welfare programs, drinking water supply, waste treatment plants, building roads and buildings, child care, education programs,

health clinics and camps, Solar and wind power electrification programs.

Social networking and social media are widely used to advertise and propagate the sustainability programs to the masses. Companies are finding the technology useful and most successful.

Most of the companies are concentrating on the economic and environmental sustainability programs rather than on social sustainability initiatives. Though some environmental and economic initiatives

tend to look as social sustainability initiatives.

III. REFERENCES [1] Making Sustainability Work, Mark J. Epstein, Berrett Koehler Publishers, Second Edition, 2014. Making Sustainability Work:

Best Practices in Managing and Measuring Corporate Social, Environmental and Economic Impacts, that was published this

month (January 2008) by Greenleaf Publishing in the U.K. and by Berrett-Koehler Publishers in the U.S.

(www.bkconnection.com). You can reach Marc at [email protected]. [2] Creating a Sustainable Organization, Approaches for Enhancing Corporate Value Through Sustainability by Peter A. Sokya. ©

2012 FT Press, Upper Saddle River, New Jersey 07458.

[3] Corporate Social Responsibility and Sustainable Business - A Guide to Leadership Tasks and Functions by Alessia D’Amato, Sybil Henderson, Sue Florence. Center for Creative Leadership.

[4] Design for Sustainability, by Tracy Bhamra and Vicky Lofthouse, Gow2er Publishing Limitedm Croft Road, Hampshire, GU11 3HR England. ISBN – 13:9780566087042

[5] Beyond the Business Case for Corporate Sustainability, Published online in Wiley InterScience (www.interscience.wiley.com).

[6] The strategic value of corporate social responsibility: A relationship management framework for public relations practice Kevin Jones (Lucid Communications) Jennifer L Bartlett (Queensland University of Technology) (2009).

[7] Business Sustainability Culture Change, URL:http://blog.taigacompany.com/blog/sustainability-business-life-environment/business-sustainability-culture-change-2014-food-for-thought

[8] Reporting Principles and Standard Disclosures. G4 Sustainability Reporting Guidelines. 2013 Global Reporting Initiative., www.globalreporting.org, Amsterdam, Netherlands. Updated on 5 August 2015, www.globalreporting.org.

[9] An exploration of measures of social sustainability and their application to supply chain decisions Margot J. Hutchins, John W. Sutherland* Department of Mechanical Engineering – Engineering Mechanics, Sustainable Futures Institute, Michigan

Technological University, USA. Published by Elsevier Ltd. Available online 11 July 2008

[10] Evolution of corporate sustainability practices Perspectives from the UK, US and Canada, 2010, Eric Krell and Jessica Fries (2010) for CIMA, CICA, and AICPA research study.

[11] Assessing the sustainability performances of industries, Carin Labuschagnea, Alan C. Brent a and Ron P. G. van Erckb, Department of Engineering and Technology Management, University of Pretoria, Room 4-12, Engineering 2, Pretoria 0002, South Africa and Department of Technology Management, Technical University Eindhoven, Eindhoven, The Netherlands

[12] Communications to Promote Interest and Participation » Chapter 7. Encouraging Involvement in Community Work » Section 8. Identifying and Analyzing Stakeholders and Their Interests » Main Section. http://ctb.ku.edu/en/table-of-contents/participation/encouraging-involvement/identify-stakeholders/main

[13] Sustainable development in agricultural sector in India, The Business & Management Review, Volume 5 Number 4, January 2015, Krishna H. Shukla and Nitin U. Dwivedi

[14] Economic, social, and environmental sustainability in development theory and urban planning practice, The Environmentalist 19, 145]161 1999, 1999 Kluwer Academic Publishers, Boston. Manufactured in the Netherlands by A.D. BASIAGO. https://www.amherst.edu/system/files/media/0972/fulltext.pdf

[15] Social sustainability practices in the supply chain of Indian manufacturing industries Venkatesh Mani University of Porto, Rajat Agrawal Indian Institute of Technology Roorkee, https://www.researchgate.net/publication/281584819

[16] IBM SPSS Statistics Base 25, IBM Corporation 1989, 2017 ftp://public.dhe.ibm.com/software/analytics/spss/documentation/statistics/25.0/en/client/Manuals/IBM_SPSS_Statistics_Base.pdf
http://blog.taigacompany.com/blog/sustainability-business-life-environment/business-sustainability-culture-change-2014-food-for-thoughthttp://blog.taigacompany.com/blog/sustainability-business-life-environment/business-sustainability-culture-change-2014-food-for-thoughthttp://ctb.ku.edu/en/promoting-interest-and-participation-initiativeshttp://ctb.ku.edu/en/table-of-contents/participation/encouraging-involvementhttp://ctb.ku.edu/en/community-tool-box-toc/promoting-interest-and-participation-initiatives/chapter-7-encouraging-33http://ctb.ku.edu/en/community-tool-box-toc/promoting-interest-and-participation-initiatives/chapter-7-encouraging-33http://ctb.ku.edu/en/table-of-contents/participation/encouraging-involvement/identify-stakeholders/mainhttps://www.amherst.edu/system/files/media/0972/fulltext.pdfhttps://www.researchgate.net/publication/281584819

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