Volume : 3, Issue : 4, April - 2014

Innovative trends in Corporate Social Responsibility and influence of Social Media

Dr R Venkatapathy, Valarrmathi V

Abstract :

Business that innovates sustains amidst competitive environment. Business organizations as they innovate should adopt sustainable business practices and should share their success/ profits by taking part in effective CSR programmes that could contribute to society. Even the smallest of business organizations benefit, when putting CSR at the heart of their business. The paper narrates on the innovative corporate social responsibility practices adopted by few successful organizations who have contributed to the society. It signifies the influence of social media gaining momentum towards business activities. It also discuses suggestions on how best corporate social responsibility could be thought towards community development in futuristic organizations. A critical review of the peer-reviewed and scholarly literature concerning CSR is followed by the case of successful innovative CSR practices in business organizations. Finally, there are few suggestions on how corporate social responsibility could be adopted at individual level in every organization.