1.

Advantage &Benefits of CSR Winning new businesses Enhancing your influence

in the industry Attracting, Retaining and Maintaining a happy workforce Increase in
customer retention Differentiating yourself from the competitor Saving money on
energy and operating cost Access to funding opportunities Media interest and good
reputation Enhanced Relationship with stakeholders Benefits Of CSR. Benefits of
corporate social investment for businesses The potential benefits of CSR to
companies include: better brand recognition, positive business reputation, increased
sales and customer loyalty, operational costs savings, better financial performance,
greater ability to attract talent and retain staff, organisational growth, easier access to
capital, Scope of CSR:- Envnmnt (Planet):- Climate changes, Bio diversity, Natural
resource use, Green Technology. Economic (Profit):- Job creation Market access Pro
poor products new market at the bottom of the pyramid improved living standerd.
Business (People profit Planet):- Ethics, governance, HR policies, Labour standard,
Energy usage, Waste and emission. Social (People):- Education, health care, capacity
building, empowerment, Equal opportunity. , Triple Bottom Line:- People, profit,
planet:- corporate social responsibility is the Triple Bottom Line. Like the CSR theory
we just discussed, Triple Bottom Line works on the assumption that the corporation
is a member of the moral community, and this gives it social responsibilities. This
theory focuses on sustainability, and requires that any company weigh its actions on
three independent scales: economic sustainability, social sustainability,and
environmental sustainability.Economic sustainability must focus on the long term
because this is the nature of a persistent company. Social sustainability gives
precedence on the balance of economic power in the society. Competition in the
business arena is common, and encouraged, behavior, but maximizing the bottom line
in social terms requires that a business foster an environment in which all can
succeed environmental sustainability stems from the recognition that resources are
not infinite, and leads to the reasoning that too much degradation will worsen the lives
of ourselves, our children and so on. CSR and Sustainable Development: Most of
the business organizations nowadays are finding it difficult to meet the challenge of
how to continue the sustainable development. What is a sustainable development? It
is a form of economic growth that recognizes the importance of social and
environmental objectives in the long term performance and ultimate survival of the
company. Although many experts are skeptic about the performance of CSR
organizations yet it has been proved on number of occasions that CSR and sustainable
growth are directly proportional to each other. In fact, the sustainability leads to the
institutionalization of the Corporate Social Responsibility and itself practically
contradicting the neoclassical theories ad proving them wrong. CSR: Who Pays;
Who Benefits? There is an old and very common assumption that companies
implementing CSR often underperform but this statement is nothing but furthest from
the truth. Numerous researches conducted of late by various firms suggest that
organizations adopting CSR enjoy higher returns on investment as well as corperate
growth and responsibility and that too in comparatively shorter span of time as
compared to non- CSR organizations. As Niall Fitzgerald Former CEO, Unilever once
said; “Corporate social responsibility is a hard-edged business decision. Not because
it is a nice thing to do or because people are forcing us to do it… because it is good
for our business.” Some Features of Corporate Social Responsibility: Although,
there are many features of a CSR organization but most important of them are as
following. CSR organizations involve diverse partners. They require stakeholders to
identify their respective roles and engage themselves in various business affairs. Most,
privates firms adopt CSR and in the process, generate responsible profits. Finally,
society reaps the benefits of sustainable growth made possible by CSR.

1. Advantage &Benefits of CSR Winning new businesses Enhancing your influence

in the industry Attracting, Retaining and Maintaining a happy workforce Increase in
customer retention Differentiating yourself from the competitor Saving money on
energy and operating cost Access to funding opportunities Media interest and good
reputation Enhanced Relationship with stakeholders Benefits Of CSR. Benefits of
corporate social investment for businesses The potential benefits of CSR to
companies include: better brand recognition, positive business reputation, increased
sales and customer loyalty, operational costs savings, better financial performance,
greater ability to attract talent and retain staff, organisational growth, easier access to
capital, Scope of CSR:- Envnmnt (Planet):- Climate changes, Bio diversity, Natural
resource use, Green Technology. Economic (Profit):- Job creation Market access Pro
poor products new market at the bottom of the pyramid improved living standerd.
Business (People profit Planet):- Ethics, governance, HR policies, Labour standard,
Energy usage, Waste and emission. Social (People):- Education, health care, capacity
building, empowerment, Equal opportunity. , Triple Bottom Line:- People, profit,
planet:- corporate social responsibility is the Triple Bottom Line. Like the CSR theory
we just discussed, Triple Bottom Line works on the assumption that the corporation
is a member of the moral community, and this gives it social responsibilities. This
theory focuses on sustainability, and requires that any company weigh its actions on
three independent scales: economic sustainability, social sustainability,and
environmental sustainability.Economic sustainability must focus on the long term
because this is the nature of a persistent company. Social sustainability gives
precedence on the balance of economic power in the society. Competition in the
business arena is common, and encouraged, behavior, but maximizing the bottom line
in social terms requires that a business foster an environment in which all can
succeed environmental sustainability stems from the recognition that resources are
not infinite, and leads to the reasoning that too much degradation will worsen the lives
of ourselves, our children and so on. CSR and Sustainable Development: Most of
the business organizations nowadays are finding it difficult to meet the challenge of
how to continue the sustainable development. What is a sustainable development? It
is a form of economic growth that recognizes the importance of social and
environmental objectives in the long term performance and ultimate survival of the
company. Although many experts are skeptic about the performance of CSR
organizations yet it has been proved on number of occasions that CSR and sustainable
growth are directly proportional to each other. In fact, the sustainability leads to the
institutionalization of the Corporate Social Responsibility and itself practically
contradicting the neoclassical theories ad proving them wrong. CSR: Who Pays;
Who Benefits? There is an old and very common assumption that companies
implementing CSR often underperform but this statement is nothing but furthest from
the truth. Numerous researches conducted of late by various firms suggest that
organizations adopting CSR enjoy higher returns on investment as well as corperate
growth and responsibility and that too in comparatively shorter span of time as
compared to non- CSR organizations. As Niall Fitzgerald Former CEO, Unilever once
said; “Corporate social responsibility is a hard-edged business decision. Not because
it is a nice thing to do or because people are forcing us to do it… because it is good
for our business.” Some Features of Corporate Social Responsibility: Although,
there are many features of a CSR organization but most important of them are as
following. CSR organizations involve diverse partners. They require stakeholders to
identify their respective roles and engage themselves in various business affairs. Most,
privates firms adopt CSR and in the process, generate responsible profits. Finally,
society reaps the benefits of sustainable growth made possible by CSR.
2. Corporate Governance Vs. Corporate Social Responsibilities:-
INTRODUCTION:  Corporate Governance is concerned with holding the balance
between economic and social goals and between individual and communal goals.
The corporate governance framework is there to encourage the efficient use of
resources and equally to require accountability for the stewardship of those
resources. The aim is to align as nearly as possible the interests of individuals,
corporations and society  Corporate social responsibility is concerned with treating
the stakeholders of the firm ethically or in a socially responsible manner.
Stakeholders exist both within a firm and outside. Consequently, behaving socially
responsibly will increase the human development of stakeholders both within and
outside the corporation. Relationship between Corporate Governance and CSR
 CSR is gradually getting fused into companies’ Corporate Governance practices.
 Both Corporate Governance and CSR focus on the ethical practices in the business
and the responsiveness of an organization to its stakeholders and the environment in
which it operates.  Corporate Governance and CSR results into better image of an
organization and directly affects the performance of an organization.  CSR is based
on the concept of self governance which is related to external legal and regulatory
mechanism, whereas Corporate Governance is a widest control mechanism within
which a company takes it management decisions. Contradiction between CG &
CSR  CG is related to profit maximization and protection who have provided
capital to firm  CSR apparently in contrast of profit maximization because it
suggest a set of actions beneficial for external stake holder and may not be good for
share holder  Managers hired focused to maximize the value of firm, would behave
unethically by being socially responsible  They may raise external stakeholder
value at the expense of shareholders wealth maximization. Recommendation S
Porter’s concept: “strategic CSR” S Aligns CSR with business goals – transforming
from business cost to business strategy S Will leverage core competencies S
Requires mapping social opportunities S Categorizing and prioritizing social issues
S Improve annual CSR report S Move beyond statistics and stories S Include impact
analysis and quantitative ROI assessments S Understand CSR and financial
performance are correlated. CSR & Environment:- “Corporate Social
Responsibility (CSR) is the decision-making and implementation process that guides
all company activities in the protection and promotion of international human
rights, labor and environmental standards and compliance with legal requirements
within its operations and in its relations to the societies and communities where it
operates. CSR involves a commitment to contribute to the economic, environmental
and social sustainability of communities through the on-going engagement of
stakeholders, the active participation of communities impacted by company
activities and the public reporting of company policies and performance in the
economic, environmental and social arenas.” There is a strong connection between
Corporate Social Responsibility and Green Supply Chains. One of the most
effective tools to achieve green transformations in the corporate world is Green
Supply Chain management. It focuses on sustainable design that increases
environmental and social awareness across the supply chain. Sustainable design
involves reengineering of design processes to meet current and future human needs
without compromising the environment. The basic objectives of sustainability are to
reduce consumption of non-renewable resources, minimize waste and create
healthy, productive environments through: Using less and fewer materials, Avoiding
toxic substances and choosing renewable or recyclable substances, Designing for
disassembly, Minimizing energy use, moving to the use of renewable energy and
extracting energy from waste in some cases, Keeping a product or its parts or
materials in productive use for their optimal lifespan, so slowing or preventing the
linear flow of materials from extraction and processing to disposal, Despite an area
of significant overlap, GSCM is however not a subset of CSR. While CSR focuses
on area under the direct control of a particular organization, Green Supply Chain
thinking goes beyond that to recognize that in today’s corporate world, the area of
influence of an organization persists far beyond its boundaries. Hence GSCM calls
on all partners of a particular supply chain to collaborate to create an end-to-end
Green Supply Chain to assure a sustainable and prosperous future.,

2. Corporate Governance Vs. Corporate Social Responsibilities:-

INTRODUCTION:  Corporate Governance is concerned with holding the balance
between economic and social goals and between individual and communal goals.
The corporate governance framework is there to encourage the efficient use of
resources and equally to require accountability for the stewardship of those
resources. The aim is to align as nearly as possible the interests of individuals,
corporations and society  Corporate social responsibility is concerned with treating
the stakeholders of the firm ethically or in a socially responsible manner.
Stakeholders exist both within a firm and outside. Consequently, behaving socially
responsibly will increase the human development of stakeholders both within and
outside the corporation. Relationship between Corporate Governance and CSR
 CSR is gradually getting fused into companies’ Corporate Governance practices.
 Both Corporate Governance and CSR focus on the ethical practices in the business
and the responsiveness of an organization to its stakeholders and the environment in
which it operates.  Corporate Governance and CSR results into better image of an
organization and directly affects the performance of an organization.  CSR is based
on the concept of self governance which is related to external legal and regulatory
mechanism, whereas Corporate Governance is a widest control mechanism within
which a company takes it management decisions. Contradiction between CG &
CSR  CG is related to profit maximization and protection who have provided
capital to firm  CSR apparently in contrast of profit maximization because it
suggest a set of actions beneficial for external stake holder and may not be good for
share holder  Managers hired focused to maximize the value of firm, would behave
unethically by being socially responsible  They may raise external stakeholder
value at the expense of shareholders wealth maximization. Recommendation S
Porter’s concept: “strategic CSR” S Aligns CSR with business goals – transforming
from business cost to business strategy S Will leverage core competencies S
Requires mapping social opportunities S Categorizing and prioritizing social issues
S Improve annual CSR report S Move beyond statistics and stories S Include impact
analysis and quantitative ROI assessments S Understand CSR and financial
performance are correlated. CSR & Environment:- “Corporate Social
Responsibility (CSR) is the decision-making and implementation process that guides
all company activities in the protection and promotion of international human
rights, labor and environmental standards and compliance with legal requirements
within its operations and in its relations to the societies and communities where it
operates. CSR involves a commitment to contribute to the economic, environmental
and social sustainability of communities through the on-going engagement of
stakeholders, the active participation of communities impacted by company
activities and the public reporting of company policies and performance in the
economic, environmental and social arenas.” There is a strong connection between
Corporate Social Responsibility and Green Supply Chains. One of the most
effective tools to achieve green transformations in the corporate world is Green
Supply Chain management. It focuses on sustainable design that increases
environmental and social awareness across the supply chain. Sustainable design
involves reengineering of design processes to meet current and future human needs
without compromising the environment. The basic objectives of sustainability are to
reduce consumption of non-renewable resources, minimize waste and create
healthy, productive environments through: Using less and fewer materials, Avoiding
toxic substances and choosing renewable or recyclable substances, Designing for
disassembly, Minimizing energy use, moving to the use of renewable energy and
extracting energy from waste in some cases, Keeping a product or its parts or
materials in productive use for their optimal lifespan, so slowing or preventing the
linear flow of materials from extraction and processing to disposal, Despite an area
of significant overlap, GSCM is however not a subset of CSR. While CSR focuses
on area under the direct control of a particular organization, Green Supply Chain
thinking goes beyond that to recognize that in today’s corporate world, the area of
influence of an organization persists far beyond its boundaries. Hence GSCM calls
on all partners of a particular supply chain to collaborate to create an end-to-end
Green Supply Chain to assure a sustainable and prosperous future.,
3. Ecological concerns:- Sustainable marketing – Socially and environmentally
responsible actions which meets present needs of consumers & businesses while
preserving or enhancing the ability of future generations to meet their needs, Raw
material – Replenish, waste management, Packaging – Recycleable, Manufacturing –
less bio fuels, less impact on environment, Control Pollution – Less toxic, less side
effects, Unilever- Sustainable living plan:- To help one billion people take action to
improve health & well being, To halve the environmental footprint of making and
using products, To source 100% of agricultural raw material sustainably Results:-
Unilever supplier code – Human rights, labour practices, product safety, care for
environment, Sustainable raw material – Palm oil plantations,Products – Hard water
detergent. One rinse fabric wash, Less packaging, recycleable packaging for
detergents, Handwash programme to reduce infant mortality before 5, Ethics in
international marketing;- Outsourcing does not mean no responsibility , Labour
laws, Safety, Practices, Follow local laws but do not exploit loose or lax local laws,
Inferior product dumping, banned raw material, Political Lobbying, Bribes,
middlemen deals, misinformation, International CSR:- Globally consumers are
holding brands and companies to a higher standard, Specially the western consumer
who wants his brand not to just sell but to also do good in developing countries, CSR
is a marketing tool employed to gain competitive advantage, Employees too are
choosing companies with CSR record, P&G Shiksha, Unilever Hand washing to
prevent infant mortality in Asia, Africa, Environmental effort:- Reduce carbon
footprint, Sustainability programmes, Green energy usage, Eco friendly offices,
Restricted travel policies, European companies at the forefront Unilever, German car
manufacturers, Philanthropy:- Donating to national and local charities, Local causes
– Reckitt Dettol to build toilets “Darwaza Band”, Have to be audited, specially in
developing countries where local charities could be political fronts, Ethical labour
practice:- Treating employees fairly in terms of wages, security, benefits, Even if
local laws are weak, go by home country standards, Monitoring by third parties, Nike
child labour, Apple inhuman working conditions……, Volunteering:- Employees
given time off to do good, Encouraged to travel to developing markets for good cause
and pitch in without salary cut, Even donate for the volunteering causes, Volunteer to
construct/build, to teach, to train, to experiment, to treat, to motivate, to Ethics &
Marketing:- Marketing role in ethics:- Marketing has provided valuable service to
society in terms of mass production and consumption resulting in low unit price. As
well as in propagating services like health care, propagating society evils etc, But there
is a dark side to marketing including, marketing of unsafe products, exaggerated
claims, exposure of harmful products to children etc, Voluntary adherence to ethics:
Companies have high ethical standard, Ethics due to market compulsions: Opinion
against smoking causes cigarette manufacture to diversify. ITC, Philip Morris to
Altria, Advertising industry code of ethics, Shift from product into process of
marketing:- What the product should be, How is it manufactured, Its appropriate price
& packaging, Mode of distribution & availability, Whom is it targeting, Its
positioning, Communication mediums, Incentive types Legal vs. Ethical:- “Legal”
and “ethical” are often used in the same sentence. Though there is a relationship
between the two, the concepts are not interchangeable. They often clash and work with
each other. Both “legal” and “ethical” are often used in the same context in terms of
issues and social situations; both words can be applied in almost any situation, private
or public, even in the realm of professions., “Legal” is an adjective and a noun used
to describe anything that concerns the law or its workings. It is associated with all
equipment, processes, procedures, practices, languages, cultures, and other concepts
pertaining to the system of the law. “Legal” is a term derived from the word “law.” It
originated from the Anglo-French “legalis,” which stems from the Latin “lex,”
meaning “law.” It was first used as a word in 1562. Related forms of “legal” include
a bunch of other adjectives like post legal, pre-legal, pseudo-legal, quasi-legal, and as
an adverb – legally. “Legal” as a noun is also observed in the word “paralegal” and as
a label for people who are represented as legitimate or sanctioned by implementation
in a given set of rules and regulations. On the other hand, “ethical” is also an adjective
as well as a noun, and is used in association with the word “ethics.” The word came
from the Middle English “etik,” which in turn came from the Latin “eticus” and the
earlier Greek “ethikos.” It was created formally as a word in 1588. “

3. Ecological concerns:- Sustainable marketing – Socially and environmentally

responsible actions which meets present needs of consumers & businesses while
preserving or enhancing the ability of future generations to meet their needs, Raw
material – Replenish, waste management, Packaging – Recycleable, Manufacturing –
less bio fuels, less impact on environment, Control Pollution – Less toxic, less side
effects, Unilever- Sustainable living plan:- To help one billion people take action to
improve health & well being, To halve the environmental footprint of making and
using products, To source 100% of agricultural raw material sustainably Results:-
Unilever supplier code – Human rights, labour practices, product safety, care for
environment, Sustainable raw material – Palm oil plantations,Products – Hard water
detergent. One rinse fabric wash, Less packaging, recycleable packaging for
detergents, Handwash programme to reduce infant mortality before 5, Ethics in
international marketing;- Outsourcing does not mean no responsibility , Labour
laws, Safety, Practices, Follow local laws but do not exploit loose or lax local laws,
Inferior product dumping, banned raw material, Political Lobbying, Bribes,
middlemen deals, misinformation, International CSR:- Globally consumers are
holding brands and companies to a higher standard, Specially the western consumer
who wants his brand not to just sell but to also do good in developing countries, CSR
is a marketing tool employed to gain competitive advantage, Employees too are
choosing companies with CSR record, P&G Shiksha, Unilever Hand washing to
prevent infant mortality in Asia, Africa, Environmental effort:- Reduce carbon
footprint, Sustainability programmes, Green energy usage, Eco friendly offices,
Restricted travel policies, European companies at the forefront Unilever, German car
manufacturers, Philanthropy:- Donating to national and local charities, Local causes
– Reckitt Dettol to build toilets “Darwaza Band”, Have to be audited, specially in
developing countries where local charities could be political fronts, Ethical labour
practice:- Treating employees fairly in terms of wages, security, benefits, Even if
local laws are weak, go by home country standards, Monitoring by third parties, Nike
child labour, Apple inhuman working conditions……, Volunteering:- Employees
given time off to do good, Encouraged to travel to developing markets for good cause
and pitch in without salary cut, Even donate for the volunteering causes, Volunteer to
construct/build, to teach, to train, to experiment, to treat, to motivate, to Ethics &
Marketing:- Marketing role in ethics:- Marketing has provided valuable service to
society in terms of mass production and consumption resulting in low unit price. As
well as in propagating services like health care, propagating society evils etc, But there
is a dark side to marketing including, marketing of unsafe products, exaggerated
claims, exposure of harmful products to children etc, Voluntary adherence to ethics:
Companies have high ethical standard, Ethics due to market compulsions: Opinion
against smoking causes cigarette manufacture to diversify. ITC, Philip Morris to
Altria, Advertising industry code of ethics, Shift from product into process of
marketing:- What the product should be, How is it manufactured, Its appropriate price
& packaging, Mode of distribution & availability, Whom is it targeting, Its
positioning, Communication mediums, Incentive types Legal vs. Ethical:- “Legal”
and “ethical” are often used in the same sentence. Though there is a relationship
between the two, the concepts are not interchangeable. They often clash and work with
each other. Both “legal” and “ethical” are often used in the same context in terms of
issues and social situations; both words can be applied in almost any situation, private
or public, even in the realm of professions., “Legal” is an adjective and a noun used
to describe anything that concerns the law or its workings. It is associated with all
equipment, processes, procedures, practices, languages, cultures, and other concepts
pertaining to the system of the law. “Legal” is a term derived from the word “law.” It
originated from the Anglo-French “legalis,” which stems from the Latin “lex,”
meaning “law.” It was first used as a word in 1562. Related forms of “legal” include
a bunch of other adjectives like post legal, pre-legal, pseudo-legal, quasi-legal, and as
an adverb – legally. “Legal” as a noun is also observed in the word “paralegal” and as
a label for people who are represented as legitimate or sanctioned by implementation
in a given set of rules and regulations. On the other hand, “ethical” is also an adjective
as well as a noun, and is used in association with the word “ethics.” The word came
from the Middle English “etik,” which in turn came from the Latin “eticus” and the
earlier Greek “ethikos.” It was created formally as a word in 1588. “
4. Marketing ethics principles:- Shall not do harm knowingly, Shall not knowingly
promote conflict of interest, Will be honest and fair while dealing with consumer,
clients, suppliers and all stakeholders, Will not deceive specially in communication
or messages, Will address grievances quickly and in time, Will adhere to pre
established principles of payment and such compensation, Will not willingly
transcend any legal requirement or even something which does not hold to society
moralsProduct development:- All products must be safe in terms of health, short
& long term, All products must be safe for the environment viewpoint, Will not
promote society misconceptions – fairness creams, Companies may produce
products which are legal but should look at them proactively if they are harmful in
any way. Cola, Fast food….Pepsi and Coke moving into healthy products or healthy
cola alternatives, Public sentiment and impression must be monitored, polluting
vehicles, Be proactive rather than reactive – safety features in cars, Examples:-
Appy Fizzy packaging resembling champagne bottle, MSG being sold as
Ajinomoto¸ Pay channels should have ads?, Pricing:- Increase price then announce
discount, Low product cost but high parts – Printer vs cartridges, Bundled price for
fast moving product with low one , Predatory pricing – Low pricing to drive out
competition then increase price, Hi price during shortage or peak season – Airlines,
Uber/Ola surge pricing, Informal cartel to keep price high, Distribution:-
Distributors poaching on territories, Distributors sourcing from cheaper countries,
Selling expired products, Using unsafe mode of distribution – gas cylinders, Storing
in unhygienic or unsafe conditions, Impulse buy products kept near cash counters-
candy, cigarette, Promotions:- Targetting children, bypassing parents, Just
highlighting benefits but hiding side effects, Using women to promote, Surrogate
advertising, Irrelevant attributes – Zyada jhag, Mint with a hole, False claims,
misleading names, Racial stereotyping, Paying search engines to list their products
high in search results, Others:- Keeping data confidential vs selling it to database
companies, Use research to sell, Buy competitors info, Human Resource
Management & Ethics:- Human Resources Management Systems (HRMS) keep
track of employee data such as sick and vacation days accrued and taken, employee
performance and all aspects of personnel management. A HRMS stores data that
can help you better manage your people and track performanceme reviews. When
there are issues with performance, you can track the initial problem against any
improvement (or declines). researchers have even measured how HR professionals
have gained more complexity over the past few years. Especially, four domains have
gained massive importance. These include: Management of change, HR delivery,
Personal proficiency, Business knowledge, However, unfortunately, most of the HR
professionals are yet to recognize their individual progress. Most of industry
veterans rue this fact. Studies show that most of HR professionals most of the time
rate themselves lower than others in their respective organizations. Proving the fact
are some studies that show that HR professionals, most of the time, rate themselves
lower than other employees in their organizations. Especially, their self-assessments
are very much lower than the ratings of non-HR associates., HR related ethical
issues:- The dilemma between legally right and socially right., Legally right and
more personalised approach, Achieving a balance between unbiased rule violation
and bottomline orientation, Doing right legally but wrong ethically, Intepretation of
ethics into an IT dominant world, New ethics for the IT world , Discrimination
issues:- Recruitment based on gender, race, caste, religion, geography, Hire locals
only, don’t hire particular caste, Discrimination against women, Male dominated
organisations, Discrimination against physically challenged, Less productive?
Suppression of democratisation, Not encouraging unions or breaking them up with
temptation, bribes, Privacy issues, Personal information, Workplace surveillance,
Data security, Unethical information gathering, Performance tracking specially in
IT industry, Computerised employee records, Performance appriasals, Safety &
Health, Noise, seating, chemical exposure, stress, accidents, injuries, mental
disorders, No personal biases,

4. Marketing ethics principles:- Shall not do harm knowingly, Shall not knowingly
promote conflict of interest, Will be honest and fair while dealing with consumer,
clients, suppliers and all stakeholders, Will not deceive specially in communication
or messages, Will address grievances quickly and in time, Will adhere to pre
established principles of payment and such compensation, Will not willingly
transcend any legal requirement or even something which does not hold to society
moralsProduct development:- All products must be safe in terms of health, short
& long term, All products must be safe for the environment viewpoint, Will not
promote society misconceptions – fairness creams, Companies may produce
products which are legal but should look at them proactively if they are harmful in
any way. Cola, Fast food….Pepsi and Coke moving into healthy products or healthy
cola alternatives, Public sentiment and impression must be monitored, polluting
vehicles, Be proactive rather than reactive – safety features in cars, Examples:-
Appy Fizzy packaging resembling champagne bottle, MSG being sold as
Ajinomoto¸ Pay channels should have ads?, Pricing:- Increase price then announce
discount, Low product cost but high parts – Printer vs cartridges, Bundled price for
fast moving product with low one , Predatory pricing – Low pricing to drive out
competition then increase price, Hi price during shortage or peak season – Airlines,
Uber/Ola surge pricing, Informal cartel to keep price high, Distribution:-
Distributors poaching on territories, Distributors sourcing from cheaper countries,
Selling expired products, Using unsafe mode of distribution – gas cylinders, Storing
in unhygienic or unsafe conditions, Impulse buy products kept near cash counters-
candy, cigarette, Promotions:- Targetting children, bypassing parents, Just
highlighting benefits but hiding side effects, Using women to promote, Surrogate
advertising, Irrelevant attributes – Zyada jhag, Mint with a hole, False claims,
misleading names, Racial stereotyping, Paying search engines to list their products
high in search results, Others:- Keeping data confidential vs selling it to database
companies, Use research to sell, Buy competitors info, Human Resource
Management & Ethics:- Human Resources Management Systems (HRMS) keep
track of employee data such as sick and vacation days accrued and taken, employee
performance and all aspects of personnel management. A HRMS stores data that
can help you better manage your people and track performanceme reviews. When
there are issues with performance, you can track the initial problem against any
improvement (or declines). researchers have even measured how HR professionals
have gained more complexity over the past few years. Especially, four domains have
gained massive importance. These include: Management of change, HR delivery,
Personal proficiency, Business knowledge, However, unfortunately, most of the HR
professionals are yet to recognize their individual progress. Most of industry
veterans rue this fact. Studies show that most of HR professionals most of the time
rate themselves lower than others in their respective organizations. Proving the fact
are some studies that show that HR professionals, most of the time, rate themselves
lower than other employees in their organizations. Especially, their self-assessments
are very much lower than the ratings of non-HR associates., HR related ethical
issues:- The dilemma between legally right and socially right., Legally right and
more personalised approach, Achieving a balance between unbiased rule violation
and bottomline orientation, Doing right legally but wrong ethically, Intepretation of
ethics into an IT dominant world, New ethics for the IT world , Discrimination
issues:- Recruitment based on gender, race, caste, religion, geography, Hire locals
only, don’t hire particular caste, Discrimination against women, Male dominated
organisations, Discrimination against physically challenged, Less productive?
Suppression of democratisation, Not encouraging unions or breaking them up with
temptation, bribes, Privacy issues, Personal information, Workplace surveillance,
Data security, Unethical information gathering, Performance tracking specially in
IT industry, Computerised employee records, Performance appriasals, Safety &
Health, Noise, seating, chemical exposure, stress, accidents, injuries, mental
disorders, No personal biases,
 5. Role of HRM in creating an ethical culture:- Institutional culture,
Core values of company, Blend of ideas, conventions, practices, and
shared ethical values, Code of employee conduct & behaviour, This
culture can put appropriate pressure on employees for ethical
behaviour, Ethical culture, Starts with top management practicing it
vocally, Code of ethics, Ethics committees to discuss issues &
dilemmas, Ethics training –Handle unethical pressure, alert
management, Ethics violation disciplinary rules , Whistle blowing –
Secretive, complete confidentiality, no retribution, characteristics of
IT industry:- Service industry – Usually back office, not visible to
end consumer, Unique medium of operation – designed by a set of
human minds but have to be simple, and generic for use of many, part
of a larger systemHuman resource – Most important capital asset.
Intellectual capital. Mostly young and techinacally qualified, BE,
BTechs, Msc. Or specialised graduates and post graduates. ICWAs,
CAs, MBAs, Well paid – Compared to traditional industry standard,
So you have young, well qualified, well paid, intelligent, well off
workforce who set their own standards of ethical behaviour, Ethical
perspective of IT industry:- Information handling – The ethics for
information security, ethics to not try and gain unnecessary
confidential information, ethics of not sharing confidential
information with unauthorised people, ethics not to hack, ethics to not
help clients into unethical transactions like cookies, Intellectual
property rights – Software piracy, Wrong use or sharing of source
codes, algorithms., Work culture & environment – Since always using
workstations tendency to do personal work and use social media-
wasting company time, overtime compensation - This leads to
companies monitoring employee workstations which lead to privacy
issues. Poaching, high attrition, unethical bonuses or compensation,
Working conditions – Not ergonomic – Monitors, chairs, eye stress…..
Ethics & Financial sector:- Ethical issues in finance:- Three broad
themes: In Financial markets, In Financial service industries like
banking and insurance, Covering Finance people in organisations
Ethical issues in financial markets:- Insider information – Trading
in stocks etc, Annual result and revenue targets, New product or
innovation, Rejection or acceptance of patents, drugs, claims by
federal authorities, Declaration of bonus or right issues, Mergers,
acquisitions or sell offs, Appointment or sacking of key people,
Ethical issues in financial services-Banks:- Frauds – perpetuated by
employees or even by failing to follow guidelines by RBI etc, Credit
given without proper scrutiny or enough mortgageExtension of cash
credit, Hypothecating goods or assets to more than one bankPledging
hypothecation of spurious goods , Manipulation of cheques, drafts etc,
Collusion among businessmen, top bank executives, government or
regulatory bodies, civil servants to circumvent rules or misuse their
power. Specially with Public sector banks,

5. Role of HRM in creating an ethical culture:- Institutional culture,

Core values of company, Blend of ideas, conventions, practices, and
shared ethical values, Code of employee conduct & behaviour, This
culture can put appropriate pressure on employees for ethical
behaviour, Ethical culture, Starts with top management practicing it
vocally, Code of ethics, Ethics committees to discuss issues &
dilemmas, Ethics training –Handle unethical pressure, alert
management, Ethics violation disciplinary rules , Whistle blowing –
Secretive, complete confidentiality, no retribution, characteristics of
IT industry:- Service industry – Usually back office, not visible to
end consumer, Unique medium of operation – designed by a set of
human minds but have to be simple, and generic for use of many, part
of a larger systemHuman resource – Most important capital asset.
Intellectual capital. Mostly young and techinacally qualified, BE,
BTechs, Msc. Or specialised graduates and post graduates. ICWAs,
CAs, MBAs, Well paid – Compared to traditional industry standard,
So you have young, well qualified, well paid, intelligent, well off
workforce who set their own standards of ethical behaviour, Ethical
perspective of IT industry:- Information handling – The ethics for
information security, ethics to not try and gain unnecessary
confidential information, ethics of not sharing confidential
information with unauthorised people, ethics not to hack, ethics to not
help clients into unethical transactions like cookies, Intellectual
property rights – Software piracy, Wrong use or sharing of source
codes, algorithms., Work culture & environment – Since always using
workstations tendency to do personal work and use social media-
wasting company time, overtime compensation - This leads to
companies monitoring employee workstations which lead to privacy
issues. Poaching, high attrition, unethical bonuses or compensation,
Working conditions – Not ergonomic – Monitors, chairs, eye stress…..
Ethics & Financial sector:- Ethical issues in finance:- Three broad
themes: In Financial markets, In Financial service industries like
banking and insurance, Covering Finance people in organisations
Ethical issues in financial markets:- Insider information – Trading
in stocks etc, Annual result and revenue targets, New product or
innovation, Rejection or acceptance of patents, drugs, claims by
federal authorities, Declaration of bonus or right issues, Mergers,
acquisitions or sell offs, Appointment or sacking of key people,
Ethical issues in financial services-Banks:- Frauds – perpetuated by
employees or even by failing to follow guidelines by RBI etc, Credit
given without proper scrutiny or enough mortgageExtension of cash
credit, Hypothecating goods or assets to more than one bankPledging
hypothecation of spurious goods , Manipulation of cheques, drafts etc,
Collusion among businessmen, top bank executives, government or
regulatory bodies, civil servants to circumvent rules or misuse their
power. Specially with Public sector banks,
6. Fraud in insurance sector:- At all stages – Policy proposal stage, policy
contract stage and policy claim stage, Ethics come into play mostly at the
proposal stage – incomplete information, hiding of premium structure and
broker charges, hiding of claim clauses, hiding of ineligibility terms, cross
selling to bank customers, soliciting HNI with data taken from group
owned banks, Ethics also come into play at claim stage. Agents demand a
cut. Assesors or surveyors hand in glove with car dealers. Disability and
medical claims have huge scope of fraud and ethics by not disclosing earlier
sickness or by trying to pass off a claim by stating that it had earlier
sickness. Vehicle insurance can reject claims because of not following law
to the book, Ethical issues by financial people :- Ethical issues are
complex as many people in many fields are involved, Lot of financial deals
happen based on trends and trust. If this is violated then many suffer. Ketan
Parekh scam, Financial officers are handling others money ; Misplaced
trust, Highly technical and specialised area which not many are
comfortable with, so many take advantage What is Intellectual property:-
Intellectual property refers to creations of the mind: inventions; literary and
artistic works; and symbols, names and images used in commerce.
Intellectual property is divided into two categories:, Industrial Property
includes patents for inventions, trademarks, industrial designs and
geographical indications. Copyright covers literary works (such as novels,
poems and plays), films, music, artistic works (e.g., drawings, paintings,
photographs and sculptures) and architectural design. Rights related to
copyright include those of performing artists in their performances,
producers of phonograms in their recordings, and broadcasters in their
radio and television programs.What are intellectual property rights?:-
Intellectual property rights are like any other property right. They allow
creators, or owners, of patents, trademarks or copyrighted works to benefit
from their own work or investment in a creation. These rights are outlined
in Article 27 of the Universal Declaration of Human Rights, which provides
for the right to benefit from the protection of moral and material interests
resulting from authorship of scientific, literary or artistic productions. The
importance of intellectual property was first recognized in the Paris
Convention for the Protection of Industrial Property (1883) and the Berne
Convention for the Protection of Literary and Artistic Works (1886). Both
treaties are administered by the World Intellectual Property Organisation
Why promote and protect intellectual property? There are several
compelling reasons. First, the progress and well-being of humanity rest on
its capacity to create and invent new works in the areas of technology and
culture. Second, the legal protection of new creations encourages the
commitment of additional resources for further innovation. Third, the
promotion and protection of intellectual property spurs economic growth,
creates new jobs and industries, and enhances the quality and enjoyment of
life. An efficient and equitable intellectual property system can help all
countries to realize intellectual property’s potential as a catalyst for
economic development and social and cultural well-being. The intellectual
property system helps strike a balance between the interests of innovators
and the public interest, providing an environment in which creativity and
invention can flourish, for the benefit of all

6. Fraud in insurance sector:- At all stages – Policy proposal stage, policy

contract stage and policy claim stage, Ethics come into play mostly at the
proposal stage – incomplete information, hiding of premium structure and
broker charges, hiding of claim clauses, hiding of ineligibility terms, cross
selling to bank customers, soliciting HNI with data taken from group
owned banks, Ethics also come into play at claim stage. Agents demand a
cut. Assesors or surveyors hand in glove with car dealers. Disability and
medical claims have huge scope of fraud and ethics by not disclosing earlier
sickness or by trying to pass off a claim by stating that it had earlier
sickness. Vehicle insurance can reject claims because of not following law
to the book, Ethical issues by financial people :- Ethical issues are
complex as many people in many fields are involved, Lot of financial deals
happen based on trends and trust. If this is violated then many suffer. Ketan
Parekh scam, Financial officers are handling others money ; Misplaced
trust, Highly technical and specialised area which not many are
comfortable with, so many take advantage What is Intellectual property:-
Intellectual property refers to creations of the mind: inventions; literary and
artistic works; and symbols, names and images used in commerce.
Intellectual property is divided into two categories:, Industrial Property
includes patents for inventions, trademarks, industrial designs and
geographical indications. Copyright covers literary works (such as novels,
poems and plays), films, music, artistic works (e.g., drawings, paintings,
photographs and sculptures) and architectural design. Rights related to
copyright include those of performing artists in their performances,
producers of phonograms in their recordings, and broadcasters in their
radio and television programs.What are intellectual property rights?:-
Intellectual property rights are like any other property right. They allow
creators, or owners, of patents, trademarks or copyrighted works to benefit
from their own work or investment in a creation. These rights are outlined
in Article 27 of the Universal Declaration of Human Rights, which provides
for the right to benefit from the protection of moral and material interests
resulting from authorship of scientific, literary or artistic productions. The
importance of intellectual property was first recognized in the Paris
Convention for the Protection of Industrial Property (1883) and the Berne
Convention for the Protection of Literary and Artistic Works (1886). Both
treaties are administered by the World Intellectual Property Organisation
Why promote and protect intellectual property? There are several
compelling reasons. First, the progress and well-being of humanity rest on
its capacity to create and invent new works in the areas of technology and
culture. Second, the legal protection of new creations encourages the
commitment of additional resources for further innovation. Third, the
promotion and protection of intellectual property spurs economic growth,
creates new jobs and industries, and enhances the quality and enjoyment of
life. An efficient and equitable intellectual property system can help all
countries to realize intellectual property’s potential as a catalyst for
economic development and social and cultural well-being. The intellectual
property system helps strike a balance between the interests of innovators
and the public interest, providing an environment in which creativity and
invention can flourish, for the benefit of all
7. What is a patent:- A patent is an exclusive right granted for an
invention – a product or process that provides a new way of doing
something, or that offers a new technical solution to a problem. A
patent provides patent owners with protection for their inventions.
Protection is granted for a limited period, generally 20 years. Why
are patents necessary? Patents provide incentives to individuals by
recognizing their creativity and offering the possibility of material
reward for their marketable inventions. These incentives encourage
innovation, which in turn enhances the quality of human life. What
kind of protection do patents offer? Patent protection means an
invention cannot be commercially made, used, distributed or sold
without the patent owner’s consent. Patent rights are usually
enforced in courts that, in most systems, hold the authority to stop
patent infringement. Conversely, a court can also declare a patent
invalid upon a successful challenge by a third party Rights of a
patent owner:- A patent owner has the right to decide who may –
or may not – use the patented invention for the period during which
it is protected. Patent owners may give permission to, or license,
other parties to use their inventions on mutually agreed terms.
Owners may also sell their invention rights to someone else, who
then becomes the new owner of the patent. Once a patent expires,
protection ends and the invention enters the public domain. This is
also known as becoming off patent, meaning the owner no longer
holds exclusive rights to the invention, and it becomes available for
commercial exploitation by others . What is a trademark:- A
trademark is a distinctive sign that identifies certain goods or
services produced or provided by an individual or a company. Its
origin dates back to ancient times when craftsmen reproduced their
signatures, or “marks”, on their artistic works or products of a
functional or practical nature. Over the years, these marks have
evolved into today’s system of trademark registration and
protection. The system helps consumers to identify and purchase a
product or service based on whether its specific characteristics and
quality – as indicated by its unique trademark – meet their needs
Role of trademarks:- Trademark protection ensures that the owners
of marks have the exclusive right to use them to identify goods or
services, or to authorize others to use them in return for payment.
The period of protection varies, but a trademark can be renewed
indefinitely upon payment of the corresponding fees. Trademark
protection is legally enforced by courts that, in most systems, have
the authority to stop trademark infringement. In a larger sense,
trademarks promote initiative and enterprise worldwide by
rewarding their owners with recognition and financial profit.

7. What is a patent:- A patent is an exclusive right granted for an

invention – a product or process that provides a new way of doing
something, or that offers a new technical solution to a problem. A
patent provides patent owners with protection for their inventions.
Protection is granted for a limited period, generally 20 years. Why
are patents necessary? Patents provide incentives to individuals by
recognizing their creativity and offering the possibility of material
reward for their marketable inventions. These incentives encourage
innovation, which in turn enhances the quality of human life. What
kind of protection do patents offer? Patent protection means an
invention cannot be commercially made, used, distributed or sold
without the patent owner’s consent. Patent rights are usually
enforced in courts that, in most systems, hold the authority to stop
patent infringement. Conversely, a court can also declare a patent
invalid upon a successful challenge by a third party Rights of a
patent owner:- A patent owner has the right to decide who may –
or may not – use the patented invention for the period during which
it is protected. Patent owners may give permission to, or license,
other parties to use their inventions on mutually agreed terms.
Owners may also sell their invention rights to someone else, who
then becomes the new owner of the patent. Once a patent expires,
protection ends and the invention enters the public domain. This is
also known as becoming off patent, meaning the owner no longer
holds exclusive rights to the invention, and it becomes available for
commercial exploitation by others . What is a trademark:- A
trademark is a distinctive sign that identifies certain goods or
services produced or provided by an individual or a company. Its
origin dates back to ancient times when craftsmen reproduced their
signatures, or “marks”, on their artistic works or products of a
functional or practical nature. Over the years, these marks have
evolved into today’s system of trademark registration and
protection. The system helps consumers to identify and purchase a
product or service based on whether its specific characteristics and
quality – as indicated by its unique trademark – meet their needs
Role of trademarks:- Trademark protection ensures that the owners
of marks have the exclusive right to use them to identify goods or
services, or to authorize others to use them in return for payment.
The period of protection varies, but a trademark can be renewed
indefinitely upon payment of the corresponding fees. Trademark
protection is legally enforced by courts that, in most systems, have
the authority to stop trademark infringement. In a larger sense,
trademarks promote initiative and enterprise worldwide by
rewarding their owners with recognition and financial profit.
8. Global impact of trademark protection:- Almost all countries
in the world register and protect trademarks. Each national or
regional office maintains a Register of Trademarks containing full
application information on all registrations and renewals, which
facilitates examination, search and potential opposition by third
parties. The effects of the registration are, however, limited to the
country (or, in the case of regional registration, countries)
concerned. To avoid the need to register separate applications with
each national or regional office, WIPO administers an international
registration system for trademarks. What are copyrights:-
Copyright laws grant authors, artists and other creators protection
for their literary and artistic creations, generally referred to as
“works”. A closely associated field is “related rights” or rights
related to copyright that encompass rights similar or identical to
those of copyright, although sometimes more limited and of shorter
duration. Benefits of copyrights:- The creators of works protected
by copyright, and their heirs and successors (generally referred to
as “right holders”), have certain basic rights under copyright law.
They hold the exclusive right to use or authorize others to use the
work on agreed terms. The right holder(s) of a work can authorize
or prohibit: its reproduction in all forms, including print form and
sound recording; its public performance and communication to the
public; its broadcasting; its translation into other languages; and
its adaptation, such as from a novel to a screenplay for a film.
Similar rights of, among others, fixation (recording) and
reproduction are granted under related rights. Many types of works
protected under the laws of copyright and related rights require
mass distribution, communication and financial investment for
their successful dissemination (for example, publications, sound
recordings and films). Hence, creators often transfer these rights to
companies better able to develop and market the works, in return
for compensation in the form of payments and/or royalties
(compensation based on a percentage of revenues generated by the
work). Industrial design protection:- Industrial design refers to
the aesthetic aspect of an article. The design may consist of 3
dimensional features such as shape of surface or 2 dimensional
features like patterns, lines or colour, This applies to any industrial,
electronic, household, personal, vehicles, textile designs, leisure
goods or any such good like watches, aircrafts, phones, furniture,
jewellery etc, Any technical feature or benefit associated with it
cannot be registered under industrial design. However that can be
patented

8. Global impact of trademark protection:- Almost all countries

in the world register and protect trademarks. Each national or
regional office maintains a Register of Trademarks containing full
application information on all registrations and renewals, which
facilitates examination, search and potential opposition by third
parties. The effects of the registration are, however, limited to the
country (or, in the case of regional registration, countries)
concerned. To avoid the need to register separate applications with
each national or regional office, WIPO administers an international
registration system for trademarks. What are copyrights:-
Copyright laws grant authors, artists and other creators protection
for their literary and artistic creations, generally referred to as
“works”. A closely associated field is “related rights” or rights
related to copyright that encompass rights similar or identical to
those of copyright, although sometimes more limited and of shorter
duration. Benefits of copyrights:- The creators of works protected
by copyright, and their heirs and successors (generally referred to
as “right holders”), have certain basic rights under copyright law.
They hold the exclusive right to use or authorize others to use the
work on agreed terms. The right holder(s) of a work can authorize
or prohibit: its reproduction in all forms, including print form and
sound recording; its public performance and communication to the
public; its broadcasting; its translation into other languages; and
its adaptation, such as from a novel to a screenplay for a film.
Similar rights of, among others, fixation (recording) and
reproduction are granted under related rights. Many types of works
protected under the laws of copyright and related rights require
mass distribution, communication and financial investment for
their successful dissemination (for example, publications, sound
recordings and films). Hence, creators often transfer these rights to
companies better able to develop and market the works, in return
for compensation in the form of payments and/or royalties
(compensation based on a percentage of revenues generated by the
work). Industrial design protection:- Industrial design refers to
the aesthetic aspect of an article. The design may consist of 3
dimensional features such as shape of surface or 2 dimensional
features like patterns, lines or colour, This applies to any industrial,
electronic, household, personal, vehicles, textile designs, leisure
goods or any such good like watches, aircrafts, phones, furniture,
jewellery etc, Any technical feature or benefit associated with it
cannot be registered under industrial design. However that can be
patented