Corporate Citizenship - Assignment Example

Corporate Citizenship is a trend that has gained huge momentum in the corporate circles for the last two decades or so. The management and stakeholders have changed their focus drastically in trying to make their corporations more socially responsible. In so doing, they ensure that their corporation has adopted policies that aim at benefiting the community (while also benefiting itself) through initiatives related to ecological and social wellbeing (BSD Global 2010). Different organizations exhibit this in different ways but there are three basic forms: waste management and reducing pollution, social welfare e.g. in education and earning satisfactory returns on resources drawn from the community by avoiding exploitation.

This concept in many instances is taken to be a philanthropic move by companies but this is not the case. It is rather a well thought out process whose execution has followed clear business strategies. This process for the management is not that easy as they need to balance the company’s profitability goals as well as society’s needs (both in short and long-term basis). Businesses engage in Corporate Citizenship primarily to benefit the community in which they operate. However, this act trickles down to the business in form of; better financial performance due to marketing concept coupled with the program, lower employee turnover and higher morale, reduced regulatory supervision, customer loyalty, and brand image enhancement being one of the key benefits.