Economic Sociology fianl paper 1 _ Minkyu Kim 2011 9

Economic Sociology fianl paper 1 _ Minkyu Kim 2011 9 -...

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Economic Sociology Minkyu Kim Yonsei University Contrasting Global Cultures and Case Studies of Corporate Social Responsibility Today corporate social responsibility seems to have sprung up everywhere. Pledging corporate social responsibility have become increasingly popular among many companies. This may be a telling sign that it is a perfect marketing and PR tool as there is a worldwide trend to help out or give back to society and practice environmentally conscious purchasing. The desire to help out and promote environmental sustainability is an increasingly popular trend in youth culture as well. More and more people buy the products that claims to effectively cure poverty in developing countries and save the environment. These products may even cost more in price than those that are seemingly not so socially responsible. But people are willing to buy them because it makes them feel good about themselves. The question we have to ask is whether these companies whose pledge to social responsibility leading us to believe that we are actually doing something good by buying their products is actually validated and proven to be effective to help people in need or save the environment. Another question to keep in mind is whether these companies' CSR policies line up with their corporate concepts and identities. No consumer can react positively to the messages of corporate social responsibility if the messages does not go hand in hand with consumer's mindset and understanding
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of the corporate entity. According to Dr. John L. Campbell: " Corporations are more likely to act in socially responsible ways the more they encounter strong state regulation, collective industrial self-regulation, NGOs and other independent organizations that monitor them, and a normative institutional environment that encourages socially responsible behavior. Moreover, socially responsible corporate behavior is more likely to occur to the extent that firms belong to industrial or employee associations and engage in institutionalized dialogue with stakeholders. " The last question is whether practicing CSR policies help corporation to only maintain its external legitimacy. CSR policies may help the external relations but would only be marginally implemented by the rest of the corporation due to de- coupling. According to Dr. John W. Meyer, " The definition of de-coupling is a separation of causal connection between two organizational elements in organizations ." In this paper I will examine two companies which are renowned for their social responsibility missions and how their CSR messages are translated and played out into consumers' mindset and their reaction. Case 1 is on TOMS Shoes and Case 2 is on Arup. Through the examination of these two companies who claims to exercise outstanding CSR, I will draw a conclusion whether what they practice internally and externally are the same or two different things. What is corporate social responsibility ?
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This note was uploaded on 10/04/2011 for the course CHE 131 taught by Professor Bove during the Spring '11 term at Cooper Union.

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Economic Sociology fianl paper 1 _ Minkyu Kim 2011 9 -...

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