A Case Study of Csr Communication of Mahindra & Mahindra and Tata (steel and Power) Through Their official Website

A case study of CSR communication of Mahindra & Mahindra and Tata (Steel and Power) through their official website.

Abstract

Organizations now days are experiencing increased pressure from their surrounding environments to act as good social citizens while being profitable. Acting socially and responsibly has become an expectation rather than a differentiation strategy to comply statutorily. Therefore, study examines how the two very successful global conglomerates i.e Mahindra & Mahindra and Tata communicate their CSR activities through their official website. The aim is to investigate what is communicated, how the communication is drafted and what different online communication channels are utilized to target different stakeholders.

Since CSR has become mandatory for the companies, through this study we will have an overview of how companies engage in CSR initiatives and what outcomes are expected. Then, the study proceeds to the overall theoretical framework, comprised of a rational communication framework for effective CSR communication. This includes message channels, message content and contingency factors.

Then the study proceeds further by presenting the companies in terms of strategy, scope, CSR approach and other environmental factors, including stakeholders. We will conduct a two-part content analysis of M&M and Tata (Steel and Power), which is conducted based on the communication framework. For Tata Steel and Tata Power we would be analysing the content of the Tata industries as a whole, as both of these subsidiaries ultimate contribute to Tata group of industries. For M&M the analysis will include the front page and two subpages, and for Tata there will be front page and one subpage.

Earlier CSR was not a obligation. But with the introduction of Companies Act 2013, it has become an obligation for the companies who meet the criteria, and it has also increased a societal pressure on the companies. The study shows us that the companies are engaged in a lot of different CSR initiatives, ranging from ethical sourcing programs, community-service projects, environmental concerns etc. M&M and Tata have a long list of corporate relationships with various NGOs and other charitable organizations. Hence to meet societal expectations and from various other stakeholders there is a conscious about framing CSR communication, and it also embraces the opportunities of online communication. Also there might be a lack of self-beneficial motives to its various CSR initiatives. By excluding self-beneficial motives, stakeholders may suspect ambiguous motives, hence indicate a lack of transparent communication. Both the companies are focusing on a long-term commitment towards CSR initiatives and importance of the social issues in which it is engaged , which can counterwork ambiguous thoughts of both of these companies.

Table of Contents

1. Introduction                                                                        3

1.1. Problem statement                                                                 3        

1.2. Scientific method                                                                  4

1.3. Delimitation                                                                          4

2. Theoretical framework                                                                  4

2.1. CSR motives                                                                         5

2.2. Conceptual Framework for CSR communication                                  6

2.2.1. CSR Communication                                                                  6

2.2.2. Contingency factors                                                                6

3. Method                                                                                7

4. Brief introduction to Companies                                                        8

4.1. Mahindra & Mahindra                                                                8

4.2 Tata Industries                                                                        8

4.3. Broad classification of stakeholders                                                8

5. Content analysis of  corporate website                                                 9

5.2.1. Content analysis of Mahindra & Mahindra front page                        9

5.2.2. Content analysis of social responsibility and sustainability subpage         9

5.3.1. Content analysis of Tata’s front page                                        10

5.2.2. Content analysis of sustainability subpage                                         10

6. Conclusion                                                                         11

References                                                                                12

Exhibit No. 1                                                                                13        

Exhibit No. 2                                                                                13        

Exhibit No. 3                                                                                14