CSR Evangelism: Rural Consumers Walk down the Road to Enlightenment
Published: 2017
Author(s) Name: Garima Kumar, Anand Prakash |
Author(s) Affiliation: Assistant Professor, Mata Sundri College, University of Delhi, India.
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Abstract
This paper critically analyzes the
corporate social responsibility
(CSR) discourse as operative
within a fast moving consumer
goods (FMCG) organization, operating
in the health food sector.
The dominant CSR discourse
propagated as a means of mutual
value creation for the organization
and also the bottom of the pyramid
(BOP) is questioned. Consumer
freedom at the BOP seems
an elitist privilege for subaltern
consumers, as corporate initiatives
to do good get innocuously mired
with divergent discourses of
brands, consumer culture, power
and politics. The study draws on
empirical evidence from qualitative
interpretive research, based
on semi-structured interviews
document analyses, and participant
observation. Data was analyzed
using grounded theory
method and Critical Discourse
Analysis (CDA).
Keywords: N.A.
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