MDS

AN ATTRIBUTE-BASED MULTIDIMENSIONAL SCALING OF CSR PERFORMANCE OF SELECT INDIAN COMPANIES  Abstract

In order to cross-check subjective deviation of assessment of CSR performance, through perceptual mapping, from social roles actually played by companies. 100 managers from different companies were surveyed across NCR region to rate CSR performance of five prominent corporate such as ITC, Reliance, TATA, Infosys and Wipro. With the help of five attributes or dimensions of social responsibility, such as, Universal Education, healthcare Facilities, Environmental Protection, Women Empowerment and Community Development shouldered by these companies, each manager was asked to rate these five companies, in terms of these attributes, in a 5-point Likert Scale, resulting in a total number of observations of 500.  Objective

To see how managers rate CSR performance of select companies based on certain predefined attributes or dimensions. INDIAN INSTITUTE OF MANAGEMENT RAIPUR

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INDIAN INSTITUTE OF MANAGEMENT RAIPUR

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CONCLUSION  From this figure we infer that ITC, Reliance and TATA are uniquely positioned.  Wipro and Infosys are closely active in CSR. 

With analysis we can say, Reliance and ITC score high on universal education, healthcare and women empowerment.

 Where Wipro score high on community development.  TATA and Infosys are less active in these areas.  Limitation 

Perceptual Mapping is subjectively true but it reflects stark deviation from reality.

INDIAN INSTITUTE OF MANAGEMENT RAIPUR

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