Normative CSR Essay

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2.3.2 Normative CSR
In contrast to the business strategy perspective, (Carroll, 1979) regards CSR in terms of cost reduction and profit maximization to attain economic responsibilities which includes responsible economic, philanthropic, legal and ethical aspects. In terms of analyzing the normative perspective, (Carroll, 1979) provides a very practical viewpoint in which normative CSR can be interpreted as the social responsibility of business that encompasses the economic, legal, ethical, and discretionary expectations that society has of organisations at a given point in time.

Academia scholar such as (Haase, 2015) explain normative concern as idea “good for society” in terms of the diverse entities for which the results in facilitation
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Often times, the public draw on the idea that CSR as the outcome of a business firm’s particular configuration of social responsibility, observable outcomes, and social responsiveness, as they correlate to the firm’s societal relationships (Jamali & Mirshak, 2007).
Jamali & Mirshak (2007) evaluates the normative aspect of CSR in relation to conceptualization of CSR through environmental assessment, stakeholder management, and issues management, which are effectively interlocked. In a study conducted by Haase (2015) normative aspects of CSR ethics informs about related values, norms, and principles. However, on the other hand, all disciplines that integrate with ethics bring certain amount of values, norms, and principles to the
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Polonsky & Jevons (2009) attributes responsible organisations as drivers of corporate actions and image. Having an organisational identity allows firms to decide how they wish to structure their strategy and objectives. It provides a sense of security and assurance when organisations are aware of their purpose and identity (Balmer & Greyser, 2002). Balmer (2008) evaluates organizational identity as being central and distinctive while corporate identity as specific and coherent.

The concept of organizational identity is generally refers to how organizations represent themselves to internal and external audiences (Hatch & Schultz, 1997). This viewpoint is further cemented by (Dutton & Dukerich, 1991) which illustrates that an organization ’ s distinctive characterisic is grounded in grounded in corporate members behavioural

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