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Abstract: Corporate social responsibility is a form of corporate self-regulation integrated into a business model. CSR policy functions as a self-regulatory mechanism whereby a business monitors and ensures its active compliance with the spirit of the law, ethical standards and national or international norms. The aim is to increase long-term profits through positive public relations, high ethical standards to reduce business and legal risk, and shareholder trust by taking responsibility for corporate actions. GSK is one of the top Pharmaceutical Organizations in India. Various long term and one time projects are shown under the CSR shown in this paper.
Introduction: The study of corporate social responsiveness – how organizations become aware of and then respond to social issues – takes two basic approaches. One the one hand, it deals with how individual companies respond to social issues. On the other hand, the theory deals with the forces that determine the social issues to which businesses should respond. These two approaches can be combined to classify the ways in which corporations can and do respond to specific social issues. Robert Ackerman was among the first to suggest that responsiveness, not responsibility, should be the goal of corporate social endeavors. Ackerman pointed out that corporate response to social issues has a life cycle, starting with corporate recognition of the problem, continuing through study of the problem and consideration of ways to deal with it, and concluding with implementation of a solution. Implementation often comes slowly and at some point a company may lose the initiative as government or public opinion forces it to act. Ackerman advises managers to be responsive to problems early to retain the largest amount of managerial discretion.
Objectives:
1. To better understanding the concept of Corporate Social Responsibility;
2. To analyze the CSR practices with GSK.
The data presented in this paper is basic concepts of CSR, and GSK practices in social responsibility
Concept of CSR
History of CSR
A number of guidelines have emerged to help companies shape their CSR practices. Increasingly, local communities, the media, NGOs, consumers, and civil society in general are demanding that business be carried out in an ethical and socially responsible manner. Though great progress has been made by many companies operating responsibly in highly regulated countries, there remain challenges in less developed regions.
The '60s & '70s
In 1960, the Organization for Economic Co-operation and Development (OECD) convention was created to promote policies aimed at achieving "highly sustainable economic growth and employment, and a high standard of living in Member countries, all while maintaining financial stability."
The convention also sought to "contribute to sound economic expansion in Member as well as non-member countries in the process of economic development; and to contribute to the expansion of world trade on a multilateral, non-discriminatory basis in accordance with international obligations."
The '80s & '90s
n 1980, the International Union for Conservation of Nature (IUCN) released The World Conservation Strategy. It identified the main culprits of habitat destruction as "poverty, population pressure, social inequity, and the terms of trade." n '87 the concept of sustainable development was introduced and finally defined in the groundbreaking report Our Common Future. The World Commission on the Environment and Development, under Chair Gro Harlem Brundtland, delivered the report to the United Nations.
The New Millennium
The year 2000 saw more mergers and acquisitions than any other year in history. In November, the international "Partners for Progress" conference was held in Paris. It stressed the importance for businesses to adopt socially responsible behavior, in an effort to move forward towards sustainable local development.
Definition of CSR
Lord Holme and Richard Watts, used the following definition.
“Corporate Social Responsibility is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large”
The same report gave some evidence of the different perceptions of what this should mean from a number of different societies across the world. Definitions as different as CSR is about capacity building for sustainable livelihoods. It respects cultural differences and finds the business opportunities in building the skills of employees, the community and the government from Ghana, through to CSR is about business giving back to society from the Philippines.
CSR Practices
(GSK)
Origin of GSK
Established in the year 1924 in India GlaxoSmithKline Pharmaceuticals Ltd. (GSK Rx India) is one of the oldest pharmaceuticals company and employs over 4500 people. Globally, they are a £ 26.5 billion, leading, research-based healthcare and pharmaceutical company. In India, They are one of the market leaders with a turnover of Rs. 2640 crores and a share of 3.48%*. At GSK, Their mission is to improve the quality of life by enabling people to do more, feel better and live longer. This mission drives us to make a real difference to the lives of millions of people with our commitment to effective healthcare solutions.
The GSK India product portfolio includes prescription medicines and vaccines. Their prescription medicines range across therapeutic areas such as anti-infective, dermatology, gynecology, diabetes, oncology, cardiovascular disease and respiratory diseases. The company is the market leader in most of the therapeutic categories in which it operates. GSK also offers a range of vaccines, for the prevention of hepatitis A, hepatitis B, invasive disease caused by H, influenza, chickenpox, diphtheria, pertussis, tetanus, rotavirus, cervical cancer, streptococcus pneumonia and others.
GSK's best-in-class field force, backed by a nation-wide network of stockiest, ensures that the Company's products are readily available across the nation. GSK has two manufacturing units in India, located at Nashik and Thane as well as a clinical development centre in Bangalore. The state of art plant at Nashik makes formulations while bulk drugs and the active pharmaceutical ingredients are manufactured at Thane.
Being a leader brings responsibility towards the communities in which we operate. At GSK, we have a Corporate Social Responsibility program that works towards fulfilling basic healthcare, education and other developmental needs of the underserved population. With this dedication and commitment, we believe that the world will be better, healthier and happier.GSK is committed to developing new and effective healthcare solutions. The values on which the group was founded have always inspired growth and will continue to do so in times to come.
GLAXO SMITHKLINE PHARMACEUTICALS RESPONSIBILITY POLICY
GSK committed to:
• Promote people’s access to quality and affordable healthcare
• Combat preventive diseases through health awareness
• Promote education through employment enhancing vocational skills related to the field of healthcare
• Encourage employees to volunteer in CSR activities
• Any other activity approved by the CSR Committee and the Board
CSR PRACTICES OF GSK
GSK divided the CSR program in Two Parts. There are Long term projects and one time support.
LONG TERM PROJECTS:
Again GSK covers long term projects in two parts one from rural projects and another from urban projects.
RURAL PROJECTS:
1. TRIBAL WELFARE PROJECTS: Nasik, Maharashtra
GSK India undertakes a number of Rural Development initiatives through its trust GRAMIN AAROGYA VIKAS SANSTHA (GAVS), a Rural Health Development Organization. GAVS is a registered public charitable trust established and promoted by the heritage company Glaxo India in April 1997.
As a part of its Rural Tribal Development mission, GAVS collected primary data from 92 villages in Peth Tehsil / Block near Nashik in the year 2005. Peth is the smallest Tehsil / Block in the district; it occupies 3.63% of the district. The tribal population in Nashik falls amongst the 10% of the total Tribal population (7.4 million) in the state of Maharashtra. The research was conducted with the objective of getting authentic, first-hand information on health and education status in the area thereby identifying the most underserved village communities, which needed Company's support. Based on the data analysis, a few clusters of villages were identified for providing basic healthcare facilities. The project began in the year 2005 in partnership with Nirmaya Health Foundation in 150 villages in Peth Tehsil / Block of Nashik District. The project runs on an objective of providing primary level curative and preventive health services in this tribal area.
2. YUVA PARIVARTAN – GSK Livelihood Training Centers:
As a part of its sustainable livelihood programme, GSK through GAVS in partnership with Mumbai based not for profit organization Kherwadi Social Welfare is also running Vocational Training centers in Peth Taluka, Nashik since 2008. The project is undertaken with a long term objective of imparting specialized skills and making the unemployed youths more employable / self-reliant. Trainings are provided in the areas of computer literacy, tailoring, beauty, wireman/ electrician, agriculture productivity, motor training, nursing assistance, etc. Nearly 2500 youths have been trained and a number of them are currently gainfully employed. This initiative to a certain extent has helped in curtailing the seasonal migration in the region.
3. SHELTER HOME FOR CHILDREN: Behraich, Uttar Pradesh
In 2008, GSK India in collaboration with Pratham, a Non Government Organization, started a Shelter home for children under the age of 16. The program aims at preventing migration of children for work in bigger in cities and increasing access to quality primary education for children.
The Shelter home is located in the eastern part of India at Lucknow, which is one of the highest child sending regions in the country. This project supports 50 children by way of providing them education, food and shelter in addition to psycho-social support.
4. HEALTH CARE PROJECT, INSTITUTE FOR INDIAN MOTHER AND CHILD:
In 2009, GSK India extended its support to The Institute for Indian Mother & Child (IIMC) a non-governmental voluntary organization, committed to promote child & maternal health and literacy. IIMC runs Outdoor, Indoor & Maternity centres in remote and most backward areas of West Bengal where people do not have access to basic healthcare and medical facilities. This project was started with an objective of providing primary health care services to the villagers and to support prenatal, neonatal and postnatal care for mother and child of the rural areas as they are most vulnerable to reproductive and child health care problems.
The project helps to provide supplementary nutrition mixed diet to all pregnant, lactating and weaning mothers along with their newborns. Create awareness amongst mothers through education and programs. It also tries to reduce maternal mortality rate by training Traditional Birth Attendant (TBA) for safe child birth. Through this project IIMC has been able to cover 950 villages while catering to 300 mothers and 26000 malnourished children.
5. COMMUNITY COLLEGE PROGRAM: Haryana
This project was initiated in 2010 in partnership with Navjyoti India Foundation (NIF) founded by Dr. Kiran Bedi. The objective of this community college is to provide transformative, personal and skill based education to the marginalized and disadvantaged thereby enhancing employability and self reliance. Through this Community College the beneficiaries are registered to various need based as well as skill based academic programmes of IGNOU. GSK India supports the Community College project by providing education to 1000 rural youths to acquire specific knowledge or skills to make them self reliant.
6. RESIDENTIAL SHELTER HOME FOR BOYS: Jodhpur, Rajasthan
The Company decided to support another programme on similar lines in association with its NGO partner, Pratham in Jodhpur in the year 2010.Jodhpur is home to a large number of street children trying to earn a living on railway stations or by begging at tourist places. These children live in dire conditions and are often addicted to solvents. Most of them are from Jodhpur or come from nearby states lured by the tourist city's promise.
The program began with 10 contact centres in Jodhpur, which reached out to the working and out-of-school children. In a year's, time all the children were mainstreamed in formal schools and that led to the establishment of credibility among the various Government departments. The idea of setting up of a residential shelter for boys in Jodhpur is one part of an intervention in the undeserved community. This shelter home supported by GSK India renders residential support to nearly 50 vulnerable children belonging to this region with the specific objective.
7. PROJECT FOR EARLY DETECTION OF CANCER WITH BHAKTI VEDANTA HOSPITAL: Mira Road, Mumbai
GSK supported a new project embarked by Sri Chaitnaya Welfare Trust's Bhaktivedanta Hospital in 2010. This project envisages supporting patients at the grass root level in the area of early detection and prevention of cancer. The area of focus is primarily those where services of cancer surgeons / oncology specialists are not available. Primary prevention, identification / treatment and education are seen as the most cost effective program, since it aims to reduce the incidence of cancer by risk factor modification (like anti-tobacco campaign, etc).
URBAN PROJECTS:
1. PRIMARY HEALTHCARE CENTRE IN GARBAGE DUMPING GROUND – Deonar, Mumbai
GSK India runs a medical centre in Deonar Dumping Ground, the biggest dumping ground in Mumbai. This center provides Primary healthcare facilities and quality health education to the children who are rag pickers and their families who work in and around the dumping ground. This project is implemented in collaboration with Niramaya Health Foundation. It was found that in addition to the basically unhygienic environment, children in the age group of 5 to 14 are exposed to waste substances like used needles, syringes, medical equipments, un-segregated garbage, etc. Due to these conditions there were frequent injuries and long term infections like respiratory problems and skin diseases. The problems and health issues in this area were largely neglected; hence the Company stepped in and decided to support this cause.
2. REHABILITATION OF PARAP;EGIC PATIENTS: Mumbai
GSK has rendered it support to Paraplegic foundation's project that works towards the rehabilitation and self sustenance of paraplegic patients. This project provides a "Half Way Home" for paraplegic patients discharged from hospitals but requires need based centre for total rehabilitation through physical treatment, medicines and protein rich meals. Stay arrangements are done for both patient and their relative. The project facilitates the patient's acceptance by his family and aims at boosting his morale to face life with self-confidence. A holistic approach in treatment and rehabilitation through spiritual, cultural and sports activities are used to build patients self-confidence, physical and mental development. They are given professional medical help and treatment which include physiotherapy, acupressure, acupuncture, andrological treatment, occupational therapy.
3. REHABILITATION OF CANCER PATIENTS: Mumbai
The project aims at building a sense of dignity of the patients suffering with cancer. The rehabilitation programme takes into account the needs of a patient from the beginning of treatment until he returns home. It offers a source of livelihood along with occupational therapy and counselling to the cancer patients encouraging them to believe that life after cancer is normal as it can be.
4. PALLIATIVE CARE FOR CRITICALLY ILL CANCER PATIENTS: Bangalore
In India, cancer hospitals are overcrowded and preference is given to those patients whose disease has a scope for control and cure, either through surgery, chemotherapy or radiation or a combination of the three. Several terminally ill cancer patients, on account of poverty, ignorance and total lack of basic facilities, do not receive the required medical and nursing care. More than 80% of patients come for treatment when the disease has spread to regional nodes or beyond. Lack of awareness, inadequate access to proper diagnostic facilities, sub-optimal economic conditions and fear lead to a large number of patients presenting themselves at an advanced stage of the disease. GSK Bangalore Hospice Trust project to provide palliative care for critically ill cancer patients to make a positive difference in their lives in their last days.
5. MID-DAY MEAL PROJECT: Mumbai
GSK India has been supporting the Mid-day meal program implemented by ISKCON Food Relief Foundation for Municipal school students since 2005. The mid-day meal program is an initiative run by the Government of India with the dual objective of not only enhancing levels of attendance in these schools, but also providing them with nutritious meals. This is an on-going project which currently supports 70 schools and over 1000 students in Mumbai municipal schools. This project has visibly shown good results in terms of increase in attendance and improvement in health standards.
6. MENTALLY CHALLENGED CHILDREN: Delhi
GSK India supports Aashirwad School for mentally challenged children at Delhi.
ONE TIME SUPPORT PROGRAMS:
• Donation of a Sonography machine
• Educational support for meritorious children – Nashik
• Solar Powered Light in Girl’s Residential School: Allahabad
• Education for girls – Nashik
• Down syndrome care – Nashik
• Modernization of Physics laboratory – Nashik
• Education through joy - Nashik
Conclusion:
Under CSR projects, organization shows how much interest on society to keeps in healthy by taking various activities on patients under the different age groups, customers, suppliers, employees, shareholders, communities, other stakeholders and the environment. It is not only providing the theoretical ways but also show the way of life to become a healthy world.