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Corporate Social Responsibility (CSR) is becoming an increasingly important activity to
businesses nationally and internationally. As globalisation accelerates and large
corporations serve as global providers, these corporations have progressively recognised the
benefits of providing CSR programs in their various locations. CSR activities are now being
undertaken throughout the globe.

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The term is often used interchangeably for other terms such as Corporate Citizenship and is
also linked to the concept of Triple Bottom Line Reporting (TBL), which is used as a
framework for measuring an organisation¶s performance against economic, social and
environmental parameters.
The rationale for CSR has been articulated in a number of ways. In essence it is about
building sustainable businesses, which need healthy economies, markets and communities.
The key drivers for CSR are1:
G  !" ^ creating a synergy of ethics, a cohesive society and a
sustainable global economy where markets, labour and communities are able to
function well together.
G  #$ ^ contributing to physical infrastructure and social capital is
increasingly seen as a necessary part of doing business.
G   % ^ business has low ratings of trust in public perception.
There is increasing expectation that companies will be more open, more accountable
and be prepared to report publicly on their performance in social and environmental
arenas
G  % & ! % ^ globally companies are expected to
do more than merely provide jobs and contribute to the economy through taxes and
employment.´

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The Internet has rapidly become the tool of choice for spreading information about companies
around the world.

The thing every company fears most is becoming the target of a powerful single^issue campaign
group. So, rather than wait for it to happen, it is better to take pre^emptive action in the form of
environmental product development and labelling, or engaging in such ideas as codes of conduct
and social audits.

We have to take cognisance of the new forces in the consumer market, where the consumer^
citizen is metamorphosing (gradually in countries like India) into a citizen^consumer.

Cause marketing, development partnerships and environmental concerns make good business
sense ^ particularly in terms of recycling materials, employee satisfaction and morale, building
up reputational capital and as a distinctive brand marketing tool.
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Facing continuous technological evolution and new market demands in an ever more globalised
environment, CSR can help telecom companies to add value to their businesses.

For example: by responding to customers' and societal needs ; by attracting, retaining or support
a better employability of employees ; by developing innovative products ; by improving the
quality of service, efficiency and productivity ; by enhancing their brand and reputation in the
eyes of their customers, employees and other stakeholders

There are very few limitations of social responsibility. The major limitation is that most ethical
behaviors or charities which come under social responsibility require financial contributions.
This creates a limitation, for example, a survey was conducted by Professor Paul Foley. They
found some managers saying that instead of wasting time on social contributions they would
consider marketing their products and services more worthy. Similarly financial positions of the
companies also limit them to take any action for social contribution. There are limited funds of
the companies which also make their contribution low in social responsibility programs.
Moreover, some businesses are considered to exist for the entertainment of people and they are
legal but they are unethical like alcohol business. This also limits social responsibility. In other
words there are a number of policies and regulations in business which are the reasons of
limitations of social responsibility.