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Strategic Marketing Issues in Emerging Markets pp 343–361Cite as

Corporate Social Responsibility and Corporate Image Resurrection: Cases of Mining Firms in Odisha

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Abstract

Corporations are actively embracing corporate social responsibility (CSR) in response to expectations of customers, employees, society and other stakeholders. In many cases, CSR is used as a tool for enhancing the legitimacy of the business among its stakeholders and for the development of a positive corporate image (Morimoto et al. 2004). This paper looks at the use of CSR as mechanism for corporate image resurrection by two business houses in Odisha. The paper looks at the activities undertaken by the business houses to communicate a positive brand image among its stakeholders. Though the paper draws on the stakeholder theory of the instrumental and moral duty of businesses to meet stakeholder norms for desirable organizational behaviour, it goes beyond it to look at CSR as an image makeover and a brand-building exercise. The paper describes the case of two India-based mining corporations located in the state of Odisha which were in the eye of controversy and drew global criticism. The business houses soon realized the importance of corporate reputation and inherent benefits associated with it. The first step they took was to resurrect their image in the eyes of stakeholders through CSR activities. The focus of the cases is on this aspect of their activity. The cases have been analysed in the light of stakeholder approach.

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Notes

  1. 1.

    Here, it is worth mentioning that a number of writers (Bernays 1977; Boorstin 1961; Boulding 1973; Budd 1969; Crissy 1971; Enis 1967; Gates and McDaniel 1972; Kennedy 1977; Martineau 1958; Schafhauser 1967 and later on, Abratt 1989; Alvesson 1998; Dichter 1985; Dowling 1986, 1993; Dutton et al. 1994) have defined corporate reputation as analogous to corporate image; hence, we have used the term corporate image and corporate reputation interchangeably.

  2. 2.

    http://www.pucl.org/Topics/Dalit-tribal/2006/kalinganagar.htm. Accessed on 17 March 2017.

  3. 3.

    http://www.pucl.org/Topics/Dalit-tribal/2006/kalinganagar.htm. Accessed on 17 March 2017.

  4. 4.

    http://www.tatasteelindia.com/corporate-citizen/infrastructure-development/kalinganagar-project.asp. Accessed on 17 March 2017.

  5. 5.

    http://www.vedantaaluminium.com/empowering-lanjigarh.htm. Accessed on 17 March 2017.

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Author information

Authors and Affiliations

  1. Indian Institute of Management Sambalpur, Sambalpur, India

    Sumita Sindhi

  2. Xavier Institute of Management, Bhubaneswar, India

    Mousumi Padhi

  3. IIT Madras, Chennai, India

    Upendra Kumar Maurya

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  1. Sumita Sindhi
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  2. Mousumi Padhi
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  3. Upendra Kumar Maurya
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Correspondence to Sumita Sindhi .

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Editors and Affiliations

  1. Department of Marketing, Indian Institute of Management Kozhikode, Kozhikode, Kerala, India

    Atanu Adhikari

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Sindhi, S., Padhi, M., Maurya, U.K. (2018). Corporate Social Responsibility and Corporate Image Resurrection: Cases of Mining Firms in Odisha. In: Adhikari, A. (eds) Strategic Marketing Issues in Emerging Markets. Springer, Singapore. https://doi.org/10.1007/978-981-10-6505-7_31

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