Mandated CSR and mode of implementation : the Indian context

Purpose: An exploration of the global corporate social responsibility (CSR) literature unveils the inadequate focus on two aspects. First, CSR in the context of non-Anglo–Saxon countries and second the pertinent question of “How CSR”. The purpose of this study is to theoretically explore the available CSR literature and empirically assess the CSR implementation in India. Design/methodology/approach: This study offers insights into the mode of CSR implementation in India deriving from an analysis of qualitative data, obtained through in-depth interviews using semi-structured questionnaire with functional leaders of nine Indian Firms. Findings: Observations are made on the different mode of implementation and role of professionals in each mode. The various factors determining the objective of each implementation mode are identified and the rationale behind adopting different mode of CSR implementation is explored. Research limitations/implications: This study makes five propositions on the rationale and the characteristics of the two predominant CSR implementation modes. Suggestions are also made for further research on corporate (CSR) foundations in India. Practical implications: Business firms can decide on a suitable mode of CSR implementation based on the preeminence they attach to various factors discussed in the study. The need and importance of focusing on CSR competence in teams is highlighted. Originality/value: This study attempts to fill the gap in literature pertaining to mode of CSR implementation. This study also contributes to the understanding of the Indian context of CSR.