final report on organizational social work

8/6/2019 Final Report on Organizational Social Work

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Social Work- An ImportantOrganizational Tool

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ABSTRACTWe have been assigned a task to prepare a research report onany of the topic which is of researchable nature. So, we selected

the topic of social work as an important organizational tool and

conducted a basic research on this topic. We started our research

with a purpose that does the social responsibility pay? And to find

the answer to this question, we passed through all the stages of a

constructive research. After determining the variables we

formulated the hypothesis and then tested them on the basis ofdata collected through all the sources. And finally, after testing

our results we have drawn conclusions and recommended the

major points that we have noticed and considered as valid

throughout our research.


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BACKGROUND

PURPOSE OF OUR RESEARCH:

To exercise the social responsibility and build more positive

images many companies are now linking themselves to

worthwhile causes. These days every product seems to be tied to

some cause. Cause related-marketing has become a primary form

of corporative giving. It lets companies do well by doing goodby linking purchases of the companys products or services with

fund-raising for worthwhile causes or charitable organizations.

Keeping all this in mind, we have decided to look that if handled

well, how cause related marketing or social work benefits the

company and the cause at the same time. More precisely our

research is about:

Does social responsibility pay?

SOCIAL WORK:

Social work is a profession committed to the enhancement of the

quality of life, and to the development of the full potential of each

individual, group and community in the society. They work with

individuals, families, groups, organizations and communities.

People all over the world conduct the social services programs.

Social services programs include the protection of the

environment from the environmental hazards, to provide charity

to the people in need, to work for the betterment of the society,
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to provide with the basic need to the orphan children with the

food, shelter, proper clothes, education, to bring awareness

among the people of the society about different diseases and

their cure if any, providing help to the people to rebuild their lives

after the natural disasters, providing with people with the health

facilities free of cost, and carrying out all such programs which

help the people in one or other way.

It is the responsibility of the healthy society and also the natives

living in it to observe and to take the notice of those unhealthy

means which violates the society. All over the world such types of

social programs are conducted by the individuals, government,

NGOS, welfare trust, local and the multinational organizations.

ORGANISATIONAL SOCIAL

RESPONSIBILITY:Organizational social responsibility refers to an organizations

obligation to act to protect and improve social welfare as well as

its own interests. It is often called as CORPORTAE SOCIAL

RESPONSIBILITY when the concept is applied to business firms.

Social Responsibilities of

Management:

The idea that managers have social responsibilities comes, in

part, from greater interdependencies. These interdependencies


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Discretionary

responsibilities

(

Ethical

responsibilities

Legal

responsibilitiesEconomic

responsibilities


4

have built ties of common interest between corporations and their

communities. Managing diversity can protect and improve

societys welfare while advancing corporate economic interests.

This broad view of managements social responsibility involves

economic, legal, ethical and discretionary issues like voluntary

and optional activities for the welfare of the society which would

not be seen as unethical if the firms do not take part in such kinds

of activities such as an as shown in the following figure:

OUR OBSERVATION:

It has been observed that many of the organizations conduct

community service programs and the special social service

programs .These social service programs help them to touch thelives of the millions of people directly by helping people in need

and indirectly by putting an impression on the rest of the people

that they consider the needy as the important part of the society

because of which they are working for the welfare of the society.

Figure SOCIAL RESPONSIBILITIES OF

MANAGEMENT


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This practice of the organizations of conducting the social work is

no doubt an outstanding effort towards building a healthy society.

But this is also the fact that by doing these community services

the organizations are also benefited in many ways like attracting

the customers, increasing market share and promotion of their

products.

BROAD PROBLEM

AREAWe basically want to discover the root cause or the underline

purpose of this social work done by so many organizations and to

search for the ways in which they are beneficial for the

organization. In short, we want to have a better understanding of

the peoples perceptions about such social service programs by

the organizations, to find whether they think if it is for the

organizations own benefits or for the societys interests. Being a

member of the society in which they operate, it becomes their

social responsibility to help the people and work for the

betterment of the area in which they work. But then all the

organizations dont follow the same process. Some of them dont

feel that it is their social responsibility to work for the society.

While some of the organizations consider it important and even

after allege of their working for the welfare of the society they

does not conduct the services practically. Whereas, some of the

organizations contribute in different welfare trust and donate

funds to them which will in turn help the poor people and some

other organizations carry out social service programs by providing


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charity, pure water, environmental protection, awareness among

the people about different things and the medical service

programs to the needy people.

All these programs in one or the other ways are projecting the

companies importance and indicating their values in the society.

And their importance is making them known among the people as

a result of which the consumers are getting known to their

products and services. And to find if it is really true or not that

these services help them to capture the greater market share,

customers attraction, or they really consider that with so much of

revenue and strong image they must give out some money or

benefits in the name of charity and must help the people in need,

and Are these companies really successful in carrying out those

social services and do these programs help them to build their

image more stronger and also generate profits.

PROBLEM STATEMENTWe basically will carry out a basic research to increase our

understanding and knowledge about these social service

programs as a type of marketing campaign or as a source of help

to the needy people of the society in true sense.

The companies conduct social service programs for image

building purpose, profit maximization, or to stay in competitionwith the competitor, or the companies actually consider that this

is their responsibility to fulfill social obligations they have towards

the society in which they operate.


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Our Research Objectives Are As

Follows:To find that:

Whether in order to develop a strong brand image and to

maintain it for a long period of time they conduct social

service programs.

Whether these programs are used as a source of attracting

customers, customers withholding and are a type ofmarketing campaigns which will result in profit

maximization.

Whether it is because of the competitors association in the

social service programs the companies are interested in

conducting social work.

Whether these community service programs are in true

sense designed to serve the society or to achieve somethingelse.

Whether organizational financial performance and social

performance are related or not.

SCOPE AND

SIGNIFICANCEIt is really important for the companies to conduct social service

programs, it helps the companies to fulfill their commitment with

the people of the society in which they operate as it builds and


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maintains a strong engagement of a company with the

customers. Being a social phenomenon, Customer engagement

encourages customer involvement which in turn increases

customers interaction with the company as a result of which

satisfaction and loyalty increases.

All over the world, there is a social responsibility law according to

which the companies are obliged to provide the respective help to

the employees, stake holders, ethics and most importantly

towards the environmental protection and the health care of thepeople of the society. But in Pakistan, unfortunately there is no

such law which makes it obligatory for the companies to conduct

social service programs and only the big multinational companies

consider it as a duty and try to fulfill their commitment by every

means.

Importance of our research can also be drawn with the help of the

societal marketing concept given by a well known marketing

professor.

The concept says that:

A principle of enlightened marketing that holds that a company

should make good marketing decisions that holds that a companyshould make good marketing decisions by considering consumers

wants the company requirements, consumer long run interest and

society long run interest.

Figure 2 SOCIETAL-MARKETING CONCEPT


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Society

(Human welfare)

Consumers (satisfaction)

Companys profit

Societal Marketing is actually an offshoot of the concept of

Corporate Social Responsibility and sustainable development. This

concept urges companies to do more than having an exchange

relationship with customers, to go beyond delivering products and

work for the benefit of the consumers and the society.

PRELIMANAY DATA:

In order to be specific in our research we have looked for the

information from the following resources:

Unstructured interviews

Customers Perception through structured interview

SOCIETAL MARKETING CONCEPT
http://www.blurtit.com/q662302.htmlhttp://www.blurtit.com/q662302.htmlhttp://www.blurtit.com/q662302.htmlhttp://www.blurtit.com/q662302.html


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UNSTRUCTURED INTERVIEWS:

We have conducted this interview by asking some questions froman employee who was a senior audit manager of the Searle

Pakistan limited. According to him organizations often conduct

these services when they are highly reputed and have a strong

image in the society. Normally these services are conducted in a

less number in Pakistan by the local companies, however almost

all the multinational organizations operating in Pakistan conduct

such type of community programs. He also mentioned that Searle

is a local pharmaceutical company but still it fulfills its

commitment of social responsibility and support some charitable

organizations and NGOS like citizen foundation.

STRUCTURED INTERVIEWS:

As we wanted to know the peoples perception about the social

work, some of the information is also collected by askingquestions from the general people. According to their

contribution, it is an appreciable job that the organizations are

contributing a lot towards the societys welfare. They are the one

who are giving importance to the highly neglected people and

introducing attractive campaigns for the social work purpose but

the do not participate in them in a large number. One of the

respondents even mentioned an example of a campaign ofproctor and gamble according to which every single purchase of

their product will contribute a rupee towards the treatment of the

needy and sick children.


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LITERATURE REVIEW The concept of social marketing is becoming very prominent

these days. Globally the companies have now started to consider

it as an important aspect and approach of marketing as it directlyrelates and touches the lives of the people of the society in which

they operate. It is basically one of the marketing decisions of a

company which gives importance to a society's long term

interests. It has become important because of changing consumer

trends. People are now more concerned about the overall deeds

of a company.

Organizations of the 21st century can no longer limit themselves

to producing and marketing products or services without any

concerns for the impact they have on society. If they want to be

trusted by their customers, employees and the public at large,

they have to be more socially responsible.

The purpose of conducting the literature review is to help

ourselves in our research work in order to be more specific in our

findings. We are focusing on different resources through which we

can have information related to social work and how is it

benefitting the organizations. Our literature review includes the

following:

Study of Cause- Related Marketing along with the examples.


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Meta-analysis between the CSP and CFP.

Online search on the corporate responsibility significance.

A research previously done on the same issue.

The study of the CSR report of Walt Disney.

Case study related to Aero Safe.

1- CAUSE-RELATED MARKETING:

Cause-Related Marketing has become the basis on which the

companies are associating their products with the social causes.

These days every product is seemed to be tied to some cause.

Cause- related marketing links the purchases of the companys

product with fund raising for worthwhile causes or some

charitable organizations.

Cause-Related Marketing programs generate more than

700million from US corporate funding.

Example: THE HOPE RISE

Kitchen aid donates $50 to the cancer research for every pink

mixer it sells and encourages consumers to host a cock for the

cure dinner party.

Cause Related Marketing has stirred some controversy. Critics

says that cause related marketing is more a strategy for selling

then for giving , that cause related marketing is cause

exploitative marketing. Thus companies using cause -related

marketing may find themselves walking fine lines between

increased sales and an improved image.


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(Philip Kotler and Gary Armstrong, Increased Actions on Social

Responsibility Actions, Principles of Marketing, McGraw-Hill, 11th E, Pg

88)

2- Relationship between

Corporate Social Performance

and Corporate Financial

Performance:

A Meta-analysis:

To find the relationship between the social and the financial

performance of a corporation we will discuss a Meta-Analysis.

According to the analyst, most theories on the relationship

between corporate social/environmental Performance (CSP) and

corporate financial performance (CFP) assume that the Current

evidence is too fractured or too variable to draw anygeneralizable conclusions. And to prove this, they have carried

out an integrative, quantitative study, and conducted a meta-

analysis of 52 studies.


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The meta-analytic findings suggest that corporate virtue in the

form of social responsibility and, to a lesser extent, environmental

responsibility is likely to pay off. CSP appears to be more highly

correlated with accounting-based measures of CFP than with

market-based indicators, and CSP reputation indices are more

highly correlated with CFP than are other indicators of CSP. This

meta-analysis establishes a greater degree of certainty with

respect to the CSPCFP relationship than is currently assumed to

exist by many business scholars.

(Marc Orlitzky, Frank L. Schmidt, Sara L. Rynes, Can Business Meet NewSocial, Environmental, and Financial Expectations and Still Win?, Business

week, 1999.)

3- AN ONLINE SEARCH RELATED TO

CORPORATE SOCIAL

RESPONSIBILITY SIGNIFICANCE:Corporate social responsibility is now seen as a vital tool in

promoting and improving the public image of some of the world's

largest companies and corporations.

People's consumption patterns are influenced by corporate social

responsibility efforts, according to a 2004 survey of more than

400 "opinion elites, Positive CSR information has led 72% of the

respondents to purchase a company's product or services and

61% to recommend the company to others. Conversely, negative


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CSR news has led 60% to a boycott a company's products and

services."

Some of the companies often use social awareness as a tool to

launch a new product or to make a more clear understanding of

their product.

A document related to The Development of Tobacco Industry

Strategy" indicates that the tobacco industry's early corporate

social responsibility programs were developed as part of an

overall strategy to address the eroding power and credibility. The

industry was facing multiple challenges in areas of health, taxes,

ingredients, product labeling, advertising, product specifications

and import-export. To address these challenges, the Institute

proposed that the industry become more involved in public

service and social affairs such as to discourage the teenagers

from smoking through advertising campaigns that might prevent

the further delay of the regulation of the tobacco industry as a

way to receive broad recognition for responsible public serviceand public welfare.

(Michael Prideaux, The Development of Tobacco Industry Strategy;

http://www.sourcewatch.org/index.php?title=Corporate_Social_Responsibility#CSR;

Mar 10)

4- PREVIOUS RESEARCH:

Here we will discuss some of the finding of a previous researchmentioned in a book and according to the author; it is an

interesting question to find the impact of the social responsibility

on financial success. As it is difficult to measure one firms social

responsibility against anothers accurately so it is hard to
http://www.sourcewatch.org/index.php?title=Michael_Prideaux&action=edithttp://www.sourcewatch.org/index.php?title=Michael_Prideaux&action=edit


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determine a companys financial position on the basis of social

responsibility.

Research suggest that a firms financial performance is a good

predictor of its social responsibility, not a result of it

Only the successful companies take the responsibility to conduct

social activities. It helps them to build and maintain good

relationship with the stakeholders, employees, customers, the

citizens at large and also helps them to reduce the chances of

illegal actions and government charges.

Research has found that announcements of illegal corporate

action lower a firms stock price, though long-term impacts are

unclear. Ironically, research suggests generous charitable

donations may help perceptions of companies as socially

responsible, even if the company is behaving illegally.

Corporate contributions for charitable and social responsibility

purposes are called corporate philanthropy.Research has found no clear relationship between degree of

social responsibility and financial success in the short-term.

(Kathryn Bartol, Margaret Tein, Graham Matthews, David Martin,

Management-A Pacific Rim Focus, McGraw-Hill Irwin, 4th E, p 102-103)

4- THE STUDY OF THE WALT

DISNEY COMPANYS SOCIAL

RESPONSIBILITY REPORT:


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The importance of social work and its significance to be included

in the CSR Report of a company can be seen by the following

article on The Walt Disney CSR Report.

The 2008 Corporate Responsibility Report represents the latest

phase in Disneys longstanding heritage of corporate social

responsibility and reflects a company-wide effort to build an

integrated, transparent strategy focused on serving the needs of

the companys primary stakeholders; consumers, employees and

the communities in which it operates.

The goals are part of Disney's 2008 Corporate Responsibility

Report, which details the company's approach to critical corporate

responsibility issues ranging from charitable giving to nutrition

and from online safety for kids to workplace diversity.

According to the CEO of the company:

"Disney's enhanced corporate responsibility efforts make our

brands and products more attractive, strengthen our bonds with

consumers, make the company a more desirable place to work

and build goodwill in the communities we operate," said Disney president and CEO Robert A. Iger. "All of this contributes to

shareholder value."

Their corporate report focused on improving their products,

workforce, children, environment and the charitable work for the

communities where they operate.

(Lily Bedrossian, Targets Outlined in Disneys First Comprehensive

Corporate Responsibility Report ;http://www.csrwire.com/News/14767.html; Mar10)

5- CASE STUDY:
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In this part we will discuss a case study taken from a book which

will provide us with the more specific understanding of the

importance of the social help to the society for a corporation.

The case study focuses on a company known as Aero Safe which

claims that it has made a commitment to help the society where

it operates, and each year the company provides its services to

one or the other area of the community. According to the

manager of the company the aero safe believes in providing help

to the society where it operates.

In my (Kimberley Turner) opinion, CSR is about giving something

back and maintaining integrity in our approach to business.

Sometimes the giving back part may be in pure dollar terms; at

times it may be providing our services for somebody who may not

be able to afford it or to get the quality which is needed in that

area, and other times it may be something a little more personal

such as sponsoring the development of a school in a villageoverseas or getting out on a Friday night as a team and feeding

the homeless.

(Kathryn Bartol, Margaret Tein, Graham Matthews, David Martin,

Management-A Pacific Rim Focus, McGraw-Hill Irwin, 4th E, p 117)


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RESULTS OBTAINED FROM THE

LITERATURE REVIEW : Cause-Related Marketing concept defines the importance of

social work in order to support a specific cause. Companies

often conduct social programs, in order to introduce a new

product and to position it in the mind of the consumer or to

relate their product to some causes that are helpful for the

society. Cause-Related Marketing benefits both the company

and the society because that in turn provides help to the

society and acts as an important marketing tool which builds

a more positive public image.

The relationship between the social and the financial

performance of a corporation suggest that there is a strong

relationship between both of them. And social performance

affects the financial performance of a company.

Some of the companies often use social awareness as a tool

to launch a new product or to make a more clear

understanding of their product. As in the case of tobacco

industrys strategy; the company took the help of social

awareness programs in order to build a strong image of

tobacco industry in the minds of the people of the society.

The previous research on the same topic suggests that a

firms financial performance is a good predictor of its social

responsibility, not a result of it. And if the companies are

highly reputed they donate an appropriate amount of money

as a charity as it helps them to build and maintain good

relationship with the stakeholders, employees, customers,


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the citizens at large and also helps them to reduce the

chances of illegal actions and government charges.

The Walt Disneys CSR report reveals the importance of

social work for the highly reputed organizations as it helps

them to strengthen their bonds with the consumers and the

people of the society in which they operate.

In the case study related to Aero Safe, the importance of the

social service programs is described from the managers

point of view who says that CSR is about giving something

back and maintaining integrity with the people of the

community where the firm operates.


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THEORY

FORMULATION

As we mentioned before that our research is about the

importance of social work for the corporate sector. In order toaccumulate the main factors that make it necessary for the

organization to conduct social service programs, we discussed its

importance in the first two chapters of our report. Since our broad

problem area was to find out the underline purpose of the social

work done by so many organizations and to search for the ways in

which they are beneficial for the organization, we observed that

these organizations conduct social service programs to help them

to touch the lives of the millions of people directly by helping

people in need and indirectly by leaving an impression on others

that take the deprived as an important part of the society.

In order to be more specific in our findings, we narrowed down

our broad problem area in more definite objectives i.e. either the

companies conduct social service programs for image building

purpose, profit maximization, or to stay in competition with thecompetitor, or the companies actually consider that this is their

responsibility to fulfill social obligations they have towards the

society. And for the more proper understanding of the issue we

have collected the information with the help of preliminary data


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through structured interviews, unstructured interviews and

literature review. Structured and unstructured interviews reveal

the basic information that the companies which are highly

reputed usually conduct these social service programs, and these

social services campaigns are appreciated by the people of the

society and the people normally take part in such kind of

activities. Literature review endowed us with the information

related to the previous researches done on the same issue, gave

us the concept of social work, the importance of Cause-Related

Marketing, the relationship between the social performance and

the financial performance of the corporation through meta-

analysis and also gave us the concept of the social awareness and

identified it as one of the tools for conducting social welfare

programs.

All the information from the preliminary data helps us to identify

and formulate the variables. We have identified the social

services programs and the social awareness programs as the

independent variables. As social activities are conducted by the

organizations, so they have a direct relationship with the financial

progress and also has a direct effect on the people of the society

which we mentioned as our dependent variables. The intervening

variables are the image building and product positioning. Social

work helps the companies to develop a strong image of their

companies and their products in the minds of the people in the

area they are operating. And through social awareness a

company can relate its product to a specific cause with the help of

which it can position its products more effectively which in turn

has an effect on the financial position of the company. We have

identified media as moderating variable because for marketing of


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the campaigns the companies need to have some mode of

communication and same is in the case of social marketing

campaigns. So in our opinion media is the best mean of

communication through which the companies communicate with

the people of society.

VARIABLESFigure 3 VARIABLE DIAGRAM

Independent variable Intervening Variable

Dependent Variable

SOCIAL WORK

SOCIETY

MEDIA

Image Building & Product Positioning

SOCIAL AWARENESS


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Moderating Variable

INDEPENDENT VARIABLE: Our independent variables are

social work and social awareness. As researchers we are

interested in investigating the impact of social work and social

awareness on the society and how the media plays its important

role. However, if social work and social awareness have an impact

on the society then it also helps the organization in its image

development and product positioning.

DEPENDENT VARIABLE: As our independent variables are social

work and social awareness while society being the dependent

variable, some part of the society is dependent on all kind of

social work. For example, if a company is manufacturing products

containing CFCs then, those products are harmful for the ozonelayer. But in wake of social responsibility company starts making

CFC free products then it is beneficial for the society.

MODERATING VARIABLE: Moreover, in our research, media acts

as the moderating variable because through media the

organizations can create social awareness among the target

audience. We can understand this better by keeping one of theabove mentioned case studies in mind that how that tobacco

industry entered the market by first creating social awareness in

the general public.


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INTERVENING VARIABLE: Last variable i.e. intervening

variable are image building of the company and product

positioning. Because through all the social work done by the

companies or some particular product their image is being

developed in our minds. Like different social campaigns

conducted by Ariel or Pampers we have a mindset that P&G is an

organization for whom society is very important.

Figure 4 VARIABLE DIAGRAM

Independent variable Intervening Variable

Dependent VariableSOCIAL WORK

Financial Performance

Image Development & Product Positioning

SOCIAL AWARENESS


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Moderating Variable

INDEPENDENT VARIABLE: In this case too, social work and

social awareness are our independent variables because they

are affecting the financial performance of the company.

DEPENDENT VARIABLE: As one of the main purposes of

conducting this research is to find how the social work is

beneficial for the organization so financial performance is also

dependent on the social work done by the organizations. There

are many other factors which have an impact on the financial

performance but as our area of concern is social work so we are

just targeting it and social awareness. So, financial performance

of the company is the dependent variable. MODERATING

VARIABLE: Now again, media will act as moderating variable

in creating the social awareness among the community and is a

best mode of communication that creates a strong relationship

between the society and the company.

INTERVENING VARIABLE: Moreover, through all this social

work, companys strong image will be build and product will

acquire a specific place in the peoples minds so both of them will

act as our intervening variables.

HYPOTHESESDIRECTIONAL HYPOTHESES:

MEDIA


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There is a significant positive correlation between the

organizational social programs and the well-being of the

society.

There is a significant positive correlation between theorganizational social programs and the financial

performance of the company.

Higher the cause-related product promotion; the more

positive will be the companys image.

If more will be the social awareness by the company, then

higher will be the product positioning.

If the company is highly involved in social services, then

more will be the customer attraction and retention in thesociety.

NON-DIRECTIONAL

HYPOTHESES:

Social welfare programs by the organizations and thewellbeing of the society are related.

There is a strong relationship between CSR and CFP.

The financial performance of the company will differ with the

amount of organizational social work.


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RESE A RCH DESIGNAfter identifying the variables in a problem situation and

developing the theoretical frame work we will now proceed

further towards the research design. Research design involves a

series of rational decision-making choices. Research design

provides the glue that holds the research project together. A

design is used to structure the research, to show how all of the

major parts of the research project work together to try to

address the central research questions.

In this chapter we will identify the six basic aspects of research

design. Specifically we will discuss the purpose of the study, the

types of investigation, the extent of researches interference, the

study setting, the unit of analysis, and the time horizon of the

study.

PURPOSE OF OUR STUDY:The purpose of our research is to discover the hidden reason

behind the social work conducted by the companies. Generally

common people are not very certain about the reason behind

organizations involvement in these social service programs. And

in our research, we are basically looking for the reason behind the

strong commitment of the organizations in these programs. So it

all concludes that our research is EXPLORATORY in nature.

It is an exploratory research as we still are not confirm that for

what purpose these social programs are conducted and are held

close to the organization responsibility. There is an ambiguity that


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whether the organizations carry out these programs for the well-

being of the society or for their own interest i.e. for the promotion

purposes which in turn affects their financial performance.

TYPE OF INVESTIGATION:

The investigation which we are conducting is to enhance our

understanding and to study the relationship and the association

of the organizations involvement in the social welfare programs

with the financial performance and the well-being of the society.

We basically are conducting a study of the influence of this deeplyheld commitment of the organizations on the image building of

the organization and at the same time on the financial

performance of the companies. And the way it is related to the

second variable i.e. if the organizations truly consider it necessary

to conduct in an effort to benefit the society.

Briefly, we are carrying out CO-RELATIONAL STUDIES, as here we

are studying the relationship of the organizational social services

with the welfare of the society and the financial performance of

the company.

INTERFERENCE:

As it is a correlation study, we will interfere to a LESSER EXTENT

as here we dont need to manipulate anything thing, we cansimply study the case in its natural setting. We will collect the

data and gather the useful information for the analysis by our

observation and by conducting a survey in which we will go for

interviewing people face to face and through questionnaire. This


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will help us get all the necessary data which will be useful in

shaping our research results more perfectly and can be useful in

testing the hypotheses.

STUDY SETTING:

The study setting in our research is NON- CONTRIVED and it is a

FIELD EXPERIMENT as here we will study the relationship between

the organizational social programs and its association with its

variables in a natural setting without affecting the work flow. In

this study setting we are looking for the necessary data which isessential for our research by keeping ourselves limited to the

natural environment.

TIME HORIZON:

Our research is just to enhance our knowledge and to increase

the information about importance the social work programs andits relationship with the organization performance, therefore our

study is CROSS-SECTIONAL. We are calling our research a cross

sectional study as we are just carry out it once and will not study

the effect again after a period of time as there is no manipulation

of variables which can change the effects before and after the

changes. We are simply looking for the factors influence and

relationship with each other. We mainly want to carry out a

research to increase our understanding about these social service

programs as to whether they are for the profit building purpose or

to help the society in true sense. And in order to find answer to

this ambiguity we will go for a across sectional study.


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UNIT OF ANALYSIS:

We are studying the behavior of organizations, their strongcommitment and their sense of responsibility of helping the

society where they operate. We are not sure that for what

reasons these organizations put in these efforts, so for that we

need to collect data about the organizations which carry out these

welfare programs. Although, in this case, we want to know about

peoples perceptions regarding the importance of social work, but

as the main focus of our study is the organizations involvement in

these social welfare programs and their related aspects, so in

light of this we can say that that our units of analysis are THE

ORGANIZATIONS.

ORGANIZATIONAL CHART


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DESCRIPTION

Of OP E RATIONALIZATIONCHART

CONCEPT:

We want to operationlize the concept of organizational social

welfare programs, which is an interesting concept for

organizations and society. The key purpose and characteristics of

the organizations conducting these welfare programs are well


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defined by the following dimensions and the most suitable

elements are chosen to measure them.

DIMENSION 1:

One of the key features of the organizations carrying out these

social programs is to provide social benefit to the society. The

extent to which this dimension is correct and appropriate can be

measured with the help of following elements:

ELEMENTS:

1. Social awareness programs to educate the society.

2. Healthcare and service programs to help and facilitate the

society.

The number of health care programs and facilities and the

number of social service programs are measurable and tell us the

amount of social service programs contributed by theorganization in an effort to promote comfort and health in the

society where they operate.

DIMENSION 2:

1. To promote the products through a special cause

Some of the companies launch their new products and relate

them to some special causes through organizational social service

programs which not only promote the cause but also promote the

companys product at large.


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The elements which can be used to find the actual effect and

measurement of this dimension are as follows.

ELEMENTS:

1. The extent to which the consumer behavior is influenced.

2. Advertising and promotional campaigns of such products.

The products which are associated with a special cause, they

particularly influence the consumers buying behavior which is

easily measurable. The companies in order to promote their

products and to position them in the mind of the consumer

sometimes advertises and promotes cause-related products in

such a way that it benefits the cause as well as the product which

is again measurable and observable.

DIMENSION 3:

1. To retain the customers through corporate philanthropy.

Some of the companies use corporate philanthropy in order to

retain their customers and to build a strong and a positive image

of the company in the minds of customers. Organization through

corporate philanthropy makes charitable donations and fulfils

social responsibility purposes with the help of which it gets

customer recognitions and charitable donations may also help in


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building perceptions of companies as socially responsible. It can

be measured with the help of the following suitable element.

ELEMENT:

1. Charitable Donations to the non-profit organizations.

The corporate philanthropy can be easily measured through the

amount of donations by the organization to the non-profit

organizations.

DIMENSION 4:

1. Source of customer attraction

All the time companies in order to attract and divert customers

attention on to their product comes up with new promotionaldeals, packages, complimentary services or products, special

discounted offers, schemes and cause-related products. All of

these efforts of the organization are basically to attract customers

and to encourage customer participation. In the same manner

companies carry out these welfare programs to encourage

customers participation.

The following elements describes that how the customer

attraction towards a companys product can be measured.

ELEMENT:

1. Customers contribution towards welfare programs


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Whenever the company introduces welfare programs or special

schemes to promote well-being of the society, more customers

are attracted towards those programs and participate in these

programs by making contributions. Such customers involvement

and participation will definitely increase customers attraction

with the company which can easily be measured.

DIMENSION 5:

1. Source of profit maximization

One of the most important and the key purpose of the

organizations carrying out such social programs for the well-

being of the society is to increase their interaction with the

customers for the expansion of their financial performance.

It can be accurately measured with the help of the following

element.

ELEMENTS:

1. Marketing based

2. Accounting based

Market share is associated with the profitability and thus a firm

may seek to increase their market share in comparison with the

competitors. We can measure our profits through increased

market share i.e. we can measure the firms performance relative

to competitors by the proportion of the market that the firm is

able to capture.

Profit maximization is the basic aim of the organizations. We can

measure increased profits by comparing organizations profits of


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past years with the profits of current year. This can be done by

means of studying companies annual reports who actually

conduct such social service programs. We can also compare the

profits of organizations that conduct social service programs with

the organizations that do not conduct such programs.

DIMENSION 6:

1. Corporate involvement in society.

By conducting such social programs corporations usually get

involved in the society. Companies want to get involved in the

society to maintain its prolonged and stable image and thus act

as a good corporate citizen.

ELEMENT:

1. Good citizenship.

We can measure it by asking different people what they thinkof organizations that are highly concerned for the society. We

can check that whether they are good corporate citizens or not

by comparing organizations with those that do not conduct

such social service programs.


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DATA COLLECTION

METHODS AND

FINDINGS

PRIMARY DATA:

In order to have a better understanding of the people perceptions,

feelings, the way they think about a particular thing and their

attitudes it is necessary for a researcher to collect primary data.

DATA COLLECTION METHOD AND

FINDINGS THROUGH PRIMARY

SOURCES:

For our research report, we have chosen questionnaire, interviews

and observation to collect the firsthand data.

QUESTOINNAIRE:

We have operationalized our variables so that it becomes easy for

us to measure them in an efficient manner. We have formed

certain questions on the basis of elements which were

determined from the operational chart and set them on scales in

order to find their true intensity. Questionnaire is the prime

method of collecting information in our research project, as it will


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help us to have the most effective and rigor results in our

findings.

The further description, findings and the collection of data fromthe questionnaire is mentioned in the sampling and the data

analysis section.

INTERVIEWS:

The information collection is an essential way of collecting

information. We have collected the information through

structured and unstructured interviews. In chapter two of our

report we have used the structured and the unstructured

interviews to collect the preliminary data.

We have used the interview technique to find the initial

information about organization social work and to shorten down

the broad problem into a more specific one. Structured interviewsare carried out by asking a set of questions in a written form and

unstructured interviews are conducted by asking a general set of

questions about the problem.

Interview findings suggest that people are not aware of

organizational social work in the society and they only have ideas

about the type of social work conducted by various non-profit

organizations. One of our interviewee mentioned that not allorganizations carry out these community services especially local

companies are less associated with these programs. Our

interviewees also suggest that the people do not contribute in an

excessive amount towards these corporate organization programs


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OBSERVATIONS:

We in our research project are nonparticipant observers. We are

not directly observing the relationship of the organization socialwork with its dependent variables but through sources like media,

our surroundings and promotions and advertising campaigns of

cause related products.

Although our research findings through observations will not be as

valid as our findings through questionnaire and interviews as

observation requires a lot of time to become a reliable and a valid

source of information.

Our observation of different hospitals where the contributions are

made by corporate organizations, advertisements related to

social services, organizations awareness programs in schools and

colleges and different organizations contributions in some non-

profit organizations etc suggest that somewhat these

organizational service programs are for the well-being of the

society as well as for their own benefits.

SECONDARY DATA:

Data which is collected through secondary sources and already

published data is called secondary data.

METHODS AND FINDINGS OF

SECONDARY SOURCE DATA

COLLECTION:


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We have collected the second hand information through the

internet and the organizations report on corporate social

responsibility in chapter two of our research project.

The literature review finding suggests people believe that there is

a strong relationship between the corporate financial performance

and social performance. Some say that these corporate social

work is to promote their own or product and services and on the

basis of a certain cause they promote their products or services.

Others say that on the basis of these social work programs they

create awareness about some diseases etc and on the basis of

which indirectly promote their own products or services. Some

believe that corporate financial performance is a good predictor

of corporate social responsibility not a result of it. Some

companies believe that it is their responsibility to conduct welfare

programs where they operate. Some take this as a give and take

relationship in which company gives something to the community

in exchange of community involvement with their company.


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SAMPLING

Surveys are useful and powerful in finding answers to research

questions through data collection and subsequent analysis. The

process of selecting the right individuals, objects, or events for

study is known as SAMPLING.

Our area of interest is to know the perception of the people of the

society about importance of social work for the organization. We

have conducted a survey in order to find peoples perception

about the main reasons behind this organizational social work. So

this indicates that our target POPULATION will be the people of

the society. Each member of the society for our research will be

considered as an element. Moreover, SAMPLE refers to the subset


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of the population, in which only some of the elements from a

population are selected. As we cannot reach every member of the

society so here we have just focused on the views of few people

of our own surroundings. Our sample size is of 24 members. In

our research we will use the technique of PROBABILITY sampling

in which the elements in the population have a known chance of

being chosen as subjects. Moreover, in probability sampling we

will be using the technique of RESTRICTED OR COMPLEX

PROBABILITY SAMPLING because in complex probability sampling

designs offer an alternative to the bulky, simple random sampling

designs. And the most important sampling technique we have

used in our research is of PROPORTIANTE STARTIFIED SAMPLING

because we stratified the population in professionals and

students. We have selected professionals and students because

professionals are the individuals who are actually present in the

organization whereas students with innovative and creative ideas

can bring a change. And then we have selected members from

each stratum through simple random sampling i.e. 50% memberswere professionals and 50% members were students.

DATA ANALYSIS AND

INTERPRETATION

We have conducted a survey, in which we distributed the

questionnaires in our chosen subjects of professionals and

students. Our questionnaire consists of all the questions of our


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interest with the help of which we can easily test our hypothesis

and can easily interpret the results.

Here, in our data analysis, we will analyze our results with thehelp of different statistical tools like using a variety of statistical

techniques of pictorial charts, bar charts, scattered charts and

also hypothesis testing techniques.

INTERPRETATION:

While conducting this survey, we randomly selected different

subjects and categorized the demographic variable of age in five

different areas. After analyzing the data collected we came to

know that our questionnaire was countered by almost 52% of

folks belonging to age bracket of 20-30.

Q1: Your gender.

INTERPRETATION:

The questionnaire was randomly administered with 44% male

respondents and 56% female respondents.

Q2: You are a

INTERPRETATION:


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We have conducted proportionate stratified sampling and

collected our data in the same percentages from both the chosen

groups i.e. of Professionals and students. 50% of our

questionnaires were distributed to professionals belonging to

different organizations and 50% were distributed to students

belonging to our university.

Q3: What impact do you think organizational social work

has on our society? (Rate with 1 being the least and 5

being the highest)

INTERPRETATION:

From the analysis, we got to know that people answered our

questions quite differently but taking into consideration the

common answers we can say that professionals as well as

students think the same. As the reason to ask this question was

to know the peoples insight learning about this organizational

social work, and by looking at the graph we can definitely say that

the people in common think that these services are providing

societal welfare and touching the lives of the society peopledirectly.


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Q4: Have you ever experienced any social awareness

program by any corporate organization?

INTERPRETATION:

Asking professionals as well as students about their experience of

any social work, we can say that this experience of social work is

dependent on the age factor as well as on their profession. May

be the reason behind professionals more supporting attitude

towards this option is because of their own presence in those

organizations working on one or the other level and due to the

very same reason the have more experienced and participated in

such programs.

Q5: If you ever get a chance to experience any social

welfare program then you would like to be a part of which

company? (Rate according to your preferences)

INTERPRETATION:

Asking the samples about their willingness to help which

organization socially, we got to know that 83% of the individuals,

no matter whether they are professionals or students want to be

a part of Multi national corporations where as only 17% of the

individuals want to be a part of National or local organizations. We

can say it is because the MNCs actively participate in such social

causes and even boost up the employees to energetically

participate in such programs like P&G.


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Q6: To what percentage do social welfare programs

facilitate the society? (Tick One)

INTERPRETATION:

From analyzing the data above, we can say that the percentage

to which the social welfare programs facilitate the society varies

greatly. But the common respond we got from our collected datawas that the percentage to which the society is facilitated from

such social programs is just 10%. This indicates that people at

large do not think that these programs can help and facilitate the

society to a greater extent.

RELATED HYPOTHESIS:

Higher the product association with a social cause, the more

positive will be the companys image.

Q7: What in your opinion is the basis for which customers

buying behavior is influenced.

Stronglyagree

1

Agree

2

Neutral

3

Disagree

4

StronglyDisagree

5


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INTERPRETATION:

As our results suggest that cause-related products by the

organization is not the only factor that puts a greater influence on

the customers buying, conditioned when the other influencing

factors are also present at the same time. So, this indicates that

although companys image and sales can be improved and

increased with the cause-related products but this is not the onlyfactor which has an influencing effect.

PROOF:

Hence, the hypothesis is DISPROVEN.

RELATED HYPOTHESIS:


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If the company is highly involved in social services, then more will

be the customer attraction and retention in the society.

Q8: To what extent do you think customers are attractedtowards and participate in different social welfare

programs?

INTERPRETATION:

The reason behind asking this question is to find the percentage

of attracted customers towards such social programs. 46% of our

chosen subjects said that the extent to which customers are

attracted towards or participate in social welfare programs is

modest. Neither it is too high nor is it too low. Neither customers

actively participate in the programs nor are they reluctant to

participate. So we can say that it is not necessary that the

financial performance of the company will be affected by such

contributions.

PROOF: Hence, we can say that our above hypothesis is

neither proven nor disproven.

Q9: To what extent corporate involvement in society is a

good indicator of good citizenship? (Tick any of the

following)

INTERPRETATION:

We can analyze from the above chart that the corporate

involvement in society is an indicator of good citizenship because


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in the view of the professionals as well as of the students,

corporate involvement in society helps the company to go beyond

delivering products and work for the benefit of the society which

indicates good citizenship of the company.

RELATED HYPOTHESIS:

There is a significant positive correlation between the

organizational social programs and the financial performance of

the company.

Q10: Do these organizational social work programs have

any advantage for the organization itself?

INTERPRETATION:

It is very clear from the above pie chart that social work is

beneficial for the organization. Both our subjects perceive and

consider that these organizational social service programs

contribute a lot towards the financial performance of the

companies. And by this analysis, we can say that one of the majorreasons of conducting these programs is to increase the

organizational benefits.

PROOF:

Hence we can say that our above hypothesis is accepted.


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RELATED HYPOTHESIS:

There is a strong relationship between CSR and CFP.

Q11: What in your opinion are the major benefits which an

organization can get by these welfare programs? (Rate

with 1 being the least preferred and 6 being the most

preferred)

INTERPRETATION:

We can interpret from the above chart that product promotion

associated with a cause and increased profitability are the major

benefits an organization can have from social welfare programs in

the view of our subjects. Thus our analysis shows that indeed

these programs contribute a lot towards organizational benefit.

PROOF:

Hence PROVED, that there is a strong relationship between CSR

and CFP.

Q12: What according to your opinion are the main reasons

behind organizations social welfare programs?

Stronglyagree

1

Agree

2

Neutral

3

Disagree

4

StronglyDisagree

5


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INTERPRETATION:

We can now state that according to our subjects, although it is

true that the social service programs to a greater extent

contributes towards increasing the financial benefits but from this

analysis we can interpret that one of the main reasons behind

organizations social welfare programs is that they believe in

giving something back and maintaining integrity with the people

of the society which also helps them to build a strong image in

the eyes of the general public.

Q13: Of the following which one gains more from these

community programs?

INTERPRETATION:

After looking at the above chart we can say that, major part of theorganizational social work contributes towards the financial

performance of the company but a minor part also contributes

towards the society. So in the end, we can conclude that

organizational social work is more beneficial for the organization

itself rather than the society.


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CONCLUSION

The results obtained from the interpretation of questionnaire,interviews, literature review and our observation are as follows:

To find the answer of our research question: Does the social

responsibility pay? we have conducted this research. In the

end, our research concludes that the people in the society are not


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very familiar with these organizational welfare services and this

concept is not widely used in our society. Hence, this is an

emerging concept which is up till now more extensively used by

the Multinational companies in our society. Companies like P&G,

UNILEVER, SHELL, NESTLE, SIEMENS etc are contributing a lot

towards the well-being of the Pakistani society. Secondary

sources suggest that the organizations link themselves with the

cause- related products and make donations towards charitable

organizations to portray a stronger companys public image and

increase their sales. But on the other hand, our questionnaire

suggest that People believe that society itself do not contribute a

lot towards the well-being of their community by making

contributions on the purchase of the companys product. The

secondary source suggest that there is a relationship between

company financial performance and corporate social

responsibility and it also indicates that the company believes in

giving out a part of their earning for the sake of the society and

maintaining integrity with the society where they operate bygiving something back i.e. social welfare services to the

community. Whereas, the results from the questionnaire also

suggests that there is a strong relationship between the

companys financial performance and the organizational social

welfare programs and they are directly proportional to each

other .People think that the companies in order to attract

customers, retain them and build a stronger image conduct thesewelfare programs which in turn a positively effect the companys

financial performance. On the other hand, our observation

concludes that these companies in order to capture a greater

market share and customer encouragement conduct social


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awareness, health care and other environmental protection

programs.

So in a nut shell, our research project concludes that there is asignificant correlation between organization social programs and

its financial performance with a little intention of promoting social

well-being. In short, we can say that the corporate social work in

the society contributes a lot towards the economic prosperity.

RECOMMENDATIONS

We have conducted the research on the topic of organizational

social work to discover the root cause of the social work

conducted by many organizations and to search for the ways in

which they are beneficial for the organization. In short, we were

determined to have a better knowledge about peoples perception

of these social service programs by the organizations and to find

whether they think if it is for the organization own benefits or forthe society well-being.

By keeping all the aspects of our research i.e. the purpose, the

preliminary findings, literature review, variables, data collection

and its analysis we are now able to recommend the following:

Firstly, the people are not very much aware of this concept and

do not have much understanding of organizational social work.

And for this, First of all the people must be made aware of this

concept on a larger scale.

As we know that many of the organizations especially the local

companies of our country do not conduct these organizational


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welfare programs, so these companies must also contribute a part

of their earning for these welfare programs.

Although these programs are not in a true sense for the welfare ofthe society but still they are contributing in a way for the welfare

of the society by promoting one or the other cause on the basis of

their products. So in the light of this, people must buy those

cause-related products of different companies in order to

encourage such programs.

Steps should also be taken by the government to promote these

organizational service programs so that organizations in any caseare bound to perform these service programs.

Organizations that are already contributing towards these

programs should contribute more often and should also focus on

many other different social problems existing in the society.


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REFERENCESKathryn Bartol, Margaret Tein, Graham Matthews, David Martin,

Management-A Pacific Rim Focus, McGraw-Hill Irwin, 4th E, pp. 102-103

Kathryn Bartol, Margaret Tein, Graham Matthews, David Martin,

Management-A Pacific Rim Focus, McGraw-Hill Irwin, 4th E, p. 117

Marc Orlitzky, Frank L. Schmidt, Sara L. Rynes, Can Business Meet New Social,Environmental, and Financial Expectations and Still Win? , Business week,1999Philip Kotler and Gary Armstrong, Increased actions on social responsibility

actions, Principles of Marketing, McGraw-Hill, 11th E, p. 88

Author, Targets Outlined in Disneys First Comprehensive Corporate

Responsibility Report;http://www.csrwire.com/News/14767.html; Mar10

AUTHOR NAME, The Development of Tobacco Industry Strategy;

http://www.sourcewatch.org/index.php?title=Corporate_Social_Responsibility#CSR;

Mar 10
http://www.csrwire.com/News/14767.html;%20Marhttp://www.csrwire.com/News/14767.html;%20Marhttp://www.csrwire.com/News/14767.html;%20Marhttp://www.csrwire.com/News/14767.html;%20Marhttp://www.csrwire.com/News/14767.html;%20Mar


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BAHRIA INSTITUTE OF MANAGEMENT AND

COMPUTER SCIENCES

Methods in Business Research

Research Topic: Social Work

Questionnaire for Preliminary Data

Q1: Do you think social work is important for the welfare

of the society?Q2: Is it necessary for the organizations to conduct social

programs?

Q3: How will you rate an organization if it is contributing a

lot for the societys welfare?

Q4: Do you think corporate social responsibility is a tool

for generating profits?

Q5: Do you think the social work done by the

organizations is actually for the societys welfare?

Q6: Through the social work, organizations are giving

importance to the people. What do you think?

Q7: If you regularly buy a product and it does not support

any cause and this time when you go to the store you seethat the same thing but of another company is supporting

a cause. Will you buy it?

Q8: Do you remember or fascinated by any social

program done by organizations?


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THANK YOU

BAHRIA INSTITUTE OF MANAGEMENT AND

COMPUTER SCIENCES

Methods in Business Research

Research Topic: Importance of Organizational

Social Work

QUESTIONNAIREAGE: Under 20

20-3031-4041-5051-60

1- Your gender 2- You are a Male Professional Female Student

3- What impact do you think organizational social work has on our

society? (Rate according to your preferences, with 1 being the most

preferred and 5 being the least)

It promotes the well being of the society. _____ It brings about social awareness among the people.

_____ It provides health care and medical facilities.

_____ It helps the organization to touch the lives of the people directly.

_____ It is a profession that provides social justice. _____

3- Have you ever experienced any social awareness program by any

corporate organization?

a- Yes b- No


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3- If you answeredYES to Q4, then please specify the organizations

name.

__________________________________________

4- If you ever get a chance to experience any social welfare program then

you would like to be a part of which company? (Rate according to your

preferences)

_____Unilevers _____ Siemens

_____ P&G _____ Mobilink

_____ Nestle _____ Other (specify)

5- To what percentage do social welfare programs facilitate the society?

(Tick One)

_____ 10% _____ 60%

_____ 20% _____ 70%

_____ 30% _____ 80%

_____ 40% _____ 90%

_____ 50% _____100%

6- What in your opinion is the basis for which customers buying behavior

is influenced.

Strongly

agree

1

Agree

2

Neutral

3

Disagree

4

Strongly

Disagree

5

a- Cause-Related product 1 2 3 4 5b- Special discount offers 1 2 3 4 5c- Complimentary products 1 2 3 4 5d- Free coupons 1 2 3 4 5

3- In your opinion, how does the social work benefits the organization andat the same time the society? (Choose one from both the columns)

ORGANIZATION SOCIETY


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Promotes the product Promotes the cause

Helps in retaining customers Helps in making charitable

donations

4- To what extent do you think customers are attracted towards and

participate in different social welfare programs?

a- Rarely.

b- Moderately.

c- Excessively.

d- It depends on the cause/program.

3- To what extent corporate involvement in society is a good indicator of

good citizenship? (Tick any of the following)

It identifies the companys effort in building strong bond with the

people of the society.

It helps in maintain a positive public image of the company. It helps the company to go beyond delivering products and work

for the benefit of the consumers and the society.

It helps in building perceptions of companies as socially

responsible, even if the company is behaving illegally.

3- Do these organizational social work programs have any advantage for

the organization itself?

a- Yes b- No

3- What in your opinion are the major benefits which an organization canget by these welfare programs? (Rate according to your opinion with

1 being the most preferred and 6 being the least preferred)

Customer engagement & interaction with the organization.

______


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Good citizenship.

______

Retention of customers. ______

Product promotion associated with a cause.______

Increased profitability.

______

Marketing based expansion.

______

3- What according to your opinion are the main reasons behind

organizations social welfare programs?

Strongly

agree

1

Agree

2

Neutral

3

Disagree

4

Strongly

Disagree

5

It is actually for the welfare of the society. 1 2 3

4 5

Cause-related product promotion. 1 2 3 4

5

They believe in giving something back and maintaining integrity

with the people of the community. 1 2

3 4 5

For profit maximization. 1 2 3 4 5

3- Of the following which one gains more from these community

programs?

Organizations itself

Society

Both

3- If you answeredYES to Q4, then how was your experience while

participating in the program?


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4- How best did you find our survey?

final report on organizational social work

Documents