Corporate Social Responsibility in Rural Development: Insights from CSR Initiatives of a Public Sector Company
DOI:
https://doi.org/10.25175/jrd/2023/v42/i4/172947Keywords:
Corporate Social Responsibility, Rural Development, India, Legitimacy, Partnership, Collaboration, Innovative CSR.Abstract
Corporate social responsibility (CSR) is emerging as a business-led solution for addressing development challenges, such as poverty, malnutrition, and inadequate infrastructure. However, there is limited research available on the process by which companies introduce innovative CSR practices to tackle these social problems. This study draws insights from a case study of CSR initiatives of a public sector company in India to examine the emergence and implementation of innovative CSR practices. The study reveals that CSR practices are influenced by the company’s commitment and institutionalising a dynamic process of implementation and stakeholder engagement, and governance of partner relations. It is found that stakeholder engagement and partnerships not only attribute legitimacy but also ensure greater participation of the local community in problem-solving and the creation of shared value. Moreover, the formation of partnerships and collaborations contributes to the development of better solutions that serve the needs of the local community. These findings have implications for the design and implementation of innovative CSR practices, particularly in resource-constrained rural settings.
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