It is important to note that corporate social responsibility helps ease public and investor tension in case of poor performance or a recurrent problem affecting a company. CSR therefore, contributes largely to bringing back public confidence with the company. In line with business objectives profit maximization is inevitable. This can be achieved through market research in order to get the best market strategy. It’s a challenging exercise bearing in mind the complex variables involved such as demographic, terrestrial, and psychographic variables. These market variables are always dynamic and it is therefore paramount for firms to shape Corporate Social Responsibility into strategy. This way problem related to market dynamics and unpredicted customer needs will be eliminated. In addition, creating value for customer is a common problem for many firms yet it is an important strategic function. This function can be well achieved through market orientation and innovation. However, Corporate Social Responsibility should not be used as a manipulating tool by managers and public relations experts, this is because most companies when faced with criticism over public disorder have a tendency of using corporate social responsibility to divert attention and avoid judicial responsibility. A case to refer is an instance where say an oil production company messes with the environment by channeling wastes into rivers and consequently using corporate social responsibility activity to evade jurisdiction.
A critical look into CSR perspectives indicates its categorization as follows; Amoral View, Personal perspective, and Social perspective. “Amoral perspective represent the ancient view of business where a corporation is viewed as a highly individualized rights bearing economic entity intended for profit making” (Jeremy, 2009). Some executive management in firms tends to sit on a problem that could have been otherwise solved collaboratively with other members of the management. A case to refer is an instance where the growth of industries in a country results in the increased level of pollution of its environs. Instead of watching this menace grow to unmanageable level, there needs to be an insightful and informed research on the means and ways of recycling industrial waste. Firms, which have incorporated this initiative, have created jobs to the jobless populations while saving nature. Plastics for instance can be recycled and useful valuable products made of them. A moral view means an activity having no moral quality. The personal view discusses the nature of corporation ability on accountability. Corporations are seen as collaboration of individuals acting singly as independent entities. In this view, the interest is to determine whether the entity is a moral agent or not. The social perspective asserts that corporations exist within interpersonal and social context. It therefore views its activities as dictated by these setups. Corporations are therefore regarded as social institution existing in a society. This is because these corporations are considered social institutions who objectives and formation is by individuals who work together to produce goods and offer services. Triple-E Bottom Line (TBL) is taken to mean Economic, Ethical and Environmental bottom line. TBL is basically an evaluation of economic, ethical and environmental value or damage a particular corporation causes during the running of its