LANGUAGE IN INDIA

Strength for Today and Bright Hope for Tomorrow

Volume 16:4 April 2016
ISSN 1930-2940

Managing Editor: M. S. Thirumalai, Ph.D.
Editors: B. Mallikarjun, Ph.D.
         Sam Mohanlal, Ph.D.
         B. A. Sharada, Ph.D.
         A. R. Fatihi, Ph.D.
         Lakhan Gusain, Ph.D.
         Jennifer Marie Bayer, Ph.D.
         G. Baskaran, Ph.D.
         L. Ramamoorthy, Ph.D.
         C. Subburaman, Ph.D. (Economics)
         N. Nadaraja Pillai, Ph.D.
         Renuga Devi, Ph.D.
         Soibam Rebika Devi, M.Sc., Ph.D.
Assistant Managing Editor: Swarna Thirumalai, M.A.

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Alternatives to Corporate Social Responsibility in
Rural Development

Vivek Rajapadmanabhan, M.Sc. (Agriculture)

Abstract

While Corporate Social Responsibility (CSR) spending remains one of the most effective ways companies can involve themselves in Rural Development, there is a need for many corporates to think of going beyond CSR in their attempt to engage with rural customers.

This paper examines some of the more successful models that have managed to incorporate the essence of “bottom of the pyramid”, “inclusion” and “co-creation”, and suggests a model that companies can look at to increase their development impact. The paper also looks at some of the tensions that must be balanced to make such models work.

Keywords: CSR, bottom of the pyramid, co-creation, inclusive growth

Introduction

There is little doubt that a clear link exists between the ability of a community to achieve its basic development needs and that community’s economic prosperity.

Only if a community prospers economically and has enough resources to direct towards development, then and only then can it make rapid progress in this area. Both, the public and the private corporate sector, play a huge role in stimulating economic activity, and this will be enhanced in rural areas if they also embody the concepts of “bottom of the pyramid”, “shared value”, inclusive growth and “co-creation”.

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ENTIRE ARTICLE IN PRINTER-FRIENDLY VERSION.

Vivek Rajapadmanabhan
Ph.D. Research Scholar
Rural Management
Centre for Rural Development
Annamalai University
Annamalai Nagar
Chidambaram 608 002
Taminadu
India
vivekrpcmrims@gmail.com
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