CONTEMPORARY TRENDS IN CORPORATE SOCIAL RESPONSIBILITY

The prime motive of every business organization has always been to earn profits. Every firmacquires the necessary resources from the society and environment to carry out its various functionsand activities. In this context, it is indebted to the society for its many favours and benefits. Hence it is obligated to repay back the society by sharing some of its earnings/profits and by discharging its duties towards its stakeholders, society in general. This is the essence of the concept of social responsibility of business or its contemporary terminology corporate citizenship. Social responsibility of business is no more seen only as philanthropy. The corporations are expected to discharge its responsibilities at five levels viz. Economic level, legal level, ethical level, environmental level and social level.
The present paper aims to highlight the contemporary issues associated with corporate social responsibility.