Role of Corporate Social Responsibility in Pakistan Telecom Industry

Role of CSR in Pakistan Telecom Industry BRM-Research Paper

Business Research Methods (BRM) Final project of: Research Paper

Role of Corporate Social Responsibility in Pakistan Telecom Industry

Submitted by: Roma Afridi Amna Mahmood Madiha Riaz Shahbaz Ali Submitted to: Sir Gulfam Khalid

Date: DECEMBER, 2008

National University Of Modern Languages & Sciences

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Abstract:

Companies are expanding their boundaries from the country of their origin to the evolving markets in developing countries which have been referred as emerging markets. With the increase of competition in the emerging markets, companies introduce new tools in order to compete and being stable in the dynamic environment. CSR (Corporate social responsibility) is one of them. Organizations are emphasizing more on CSR applications in order to have better workforce that will contribute to achieve their competitive advantage as well as their long term goals.

Introduction: The business environment has undergone vast changes in recent years in terms of both the nature of competition and the wave of globalization that has been sweeping across markets. Companies are expanding their boundaries from the country of their origin to the evolving markets in developing countries which have been referred as emerging markets. In the last few years, there has been a sea change in relationship between the companies, the state and the society. The evolution of relationship between companies and society has been one of the slow transformations from a philanthropic coexistence to one where the mutual interest of all stake holders is gaining paramount importance. The increase in competition among the multinational companies to gain mover advantage in various developing countries by establishing goodwill relationships between both the state and the civil society is ample testimony to the transformation. The state with its duty of protecting the interest of general public would naturally be inclined to give preference to companies which take care of the interest of all the stake holders. Last but not the least firms all over the world are beginning to grasp the importance of intangible assets, be it brand name or employee morale. Only firms that have gained goodwill of the general public and are ideal corporate citizens will be to develop these intangible assets into strategic advantages, to achieve organizational goals and objective efficiently and effectively. An examination of these factors have led to the development of the concept of corporate social responsibility (CSR) would be ideal starting ground for the development of firm in the competitive markets.

Research objectives: National University Of Modern Languages & Sciences

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The general objectives of the purposed study is to identify how CSR is being understood and implemented in company business strategies within the telecommunication industry.

Corporate Social Responsibility (CSR): Corporate social responsibility (CSR, also called corporate responsibility, corporate citizenship, responsible business and corporate social opportunity) is a concept whereby organizations consider the interests of society by taking responsibility for the impact of their activities on customers, suppliers, employees, shareholders, communities and other stakeholders, as well as the environment. This obligation is seen to extend beyond the statutory obligation to comply with legislation and sees organizations voluntarily taking further steps to improve the quality of life for employees and their families as well as for the local community and society at large. The practice of CSR is subject to much debate and criticism. Proponents argue that there is a strong business case for CSR, in that corporations benefit in multiple ways by operating with a perspective broader and longer than their own immediate, short-term profits. Critics argue that CSR distracts from the fundamental economic role of businesses; others argue that it is nothing more than superficial window-dressing; still others argue that it is an attempt to preempt the role of governments as a watchdog over powerful multinational corporations. Corporate Social responsibility has become an effective strategy to involve firms, large, medium and small, to achieve sustainable development. A large number of firms are currently engaged in delivering social and economic benefits to local communities across the globe. The manifestation of this trend in Pakistan is also visible. Several multinationals (PKP, SHELL, UNILEVER) and local firms (the carpet industry, the sporting goods industry, the surgical industry) are partnering with government agencies, NGOs and UN agencies to further the social and economic goals. In particular, the firms are improving labor standards, protecting bio-diversity, and providing education and health facilities to numerous local communities in Pakistan.

Presentation questions: National University Of Modern Languages & Sciences

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The aims of survey were to provide answer of several questions: • • • •

Are the firms aware of CSR dynamics? Do they consider CSR concept relevant to their own enterprise? What exactly do they consider important from broad concept of CSR? Are firms and companies interested in CSR topic? What is their level of interest (interest in obtaining more information or greater direct engagement)?

Literature Review: The concept of corporate social responsibility (CSR), calls for a lengthy discussion due to its varied history. In the past, there have been traces of evidence in the business community that showed their concerns for society in general. Although there are many definitions of CSR available, we center our attention on more recent concepts of CSR. According to Richardson, Welker and Hutchinson (1999), CSR behaviors can be defined as discretionary actions undertaken by companies that are intended to advance their social issues. Joyner, Payne & Raiborn (2002) noted that CSR are categories of economic, legal, ethical and discretionary activities of a business entity as adapted to the values and expectations from society. They also added that, CSR are the basic expectations of the company regarding initiatives that take the form of protection to public health, public safety, and the environment. In this concept, they explained that values and ethics influence the extent of a corporation's perceived social responsibility that is influenced by societal activities, norms or standard. In today’s world, CSR can be defined as regards to all aspects of business behavior so that the impacts of these activities are incorporated in every corporate agenda (Orgrizek, 2001; Coldwell, 2001). So, with the literatures definition of CSR, it can be concluded that CSR is the continuing commitment taken by business organizations to strengthen their ethical concepts and social involvement in society, contribute to economic development, sponsor charitable programs, and improve the quality of the workforce and also the increment of services provided. However on the other hand, Freeman & Liedtka (1991) argue that CSR can promote incompetence by leading the managers to get themselves involved in areas beyond their expertise, that is, trying to repair society’s ill. Influencing Factors: National University Of Modern Languages & Sciences

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The primary role of business is to produce goods and services that society wants and needs. According to Coldwell (2001), a business only contributes fully to a society if it is highly efficient, highly profitable and has socially responsible agendas. Based on the literatures definition of CSR, CSR behaviors are not constant over time or space. Social expectations and pressure for specific types of CSR have varied over time and are contingent on the nature of the company (Richardson, Welker & Hutchinson, 1999). Since CSR behaviors are charitable and discretionary, the likelihood that a specific company will engage in CSR will also depend on the characteristics of the business and management. According to J. Richardson, Welker and R. Hutchinson (1999), a company may decide to take a proactive attitude on an ethical issue in the absence of specific pressures for that company to act, more specifically it is voluntary. On the other hand, it is possible for businesses with publicly known CSR related problems to take no action with regard to these problems. CSR is also influenced by the ethics of the firm or organizations. Ethical motivation can guide the business or organization to do the right thing without any external pressure or governmental constrain. Joyner, Payne & Raiborn (2002) contended that people believe businesses are amoral, when in fact they generally embrace the values of ethics in doing business. They cited several factors that serve to legitimize their position and one of the factors is society, which expects moral behavior of the business when it cries out against immoral labor practices or environmental policies. According to Ogrizek (2001), business leaders are starting to acknowledge some of the market benefits and competitive advantages for companies who put into place a comprehensive CSR policy. This means that a business with a strong stance in corporate responsibility will attract top talent and reputation. However, most of the respondents in a study by Zabid and Saadiatul, (2002), did not agree that business leaders who have too much social power should not engage in social activities that might increase their social power. It shows that the political power that they possess might have a direct relationship with the companies’ social agendas. Employee’s Reaction towards CSR: Sen, Sankar & Bhattacharya (2001) examined when, how, and for whom specific Corporate Social Responsibility (CSR) initiatives work. These researchers studied Employee' CSR responses and the means National University Of Modern Languages & Sciences

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underlying these responses. There were two studies in this research. The first focuses on an evaluation of the relationship between CSR and the telecommunication industry. Meanwhile the second study focuses on CSR's direct influence on employee’s satisfaction regarding working conditions, incentives and environment which depends on CSR domain, CSR and company ability, beliefs and CSR support. The results showed that reactions from employee’s to CSR initiative for each company was positive when there was a similarity between the company's character and their own CSR activities carried out. The finding of this research can be divided into two, the primary finding is the effect of CSR on company evaluations and the secondary finding is the effect of CSR as employee’s motivation regarding workplace policies and company values. Another study by Grunig (1979) used the situational theory to evaluate the public in his study. He assumed that behaviors of different people will be more consistent in the same situation compared to the behavior of a single person in different situations. The answers to his research questions could help corporations determine the areas of social responsibility in which they should be more concerned. The results suggest that corporate managers should be most concerned with social responsibility in carrying out business activities. Respondents in this study generally did not believe businesses should be involved in social problems, such as education, support of charities, or decay of the cities not directly related to the business. The results also suggest a communication strategy for employees. Approaches to CSR: An approach for CSR that is becoming more widely accepted is community-based development projects, such as Pakistan Tobaccos Company. Here they have set up a Mobile Doctors team takes pride in providing health care in areas where there are no medical facilities.Often alternative approaches to this is the establishment of education facilities for adults, as well as HIV/AIDS education programmes. The majority of these CSR projects are established in rural areas of Pakistan. A more common approach of CSR is through the giving of aid to local organizations and impoverished communities. In some organizations do not like this approach as it does not help build on the skills of the local people, whereas community-based development generally leads to more sustainable development. Potential business benefits


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The scale and nature of the benefits of CSR for an organization can vary depending on the nature of the enterprise, and are difficult to quantify, though there is a large body of literature exhorting business to adopt measures beyond financial ones (e.g., Deming's Fourteen Points, balanced scorecards). The definition of CSR used within an organization can vary from the strict "stakeholder impacts" definition used by many CSR advocates and will often include charitable efforts and volunteering. CSR may be based within the human resources, business development or public relations departments of an organization, or may be given a separate unit reporting to the CEO or in some cases directly to the board. Some companies may implement CSR-type values without a clearly defined team or programme. The business case for CSR within a company will likely rest on one or more of these arguments: Human resources CSR can help to improve the perception of a company among its staff, particularly when staff can become involved through payroll giving, fundraising activities or community volunteering. Risk management Managing risk is a central part of many corporate strategies. Such events can draw unwanted attention from regulators, courts, governments and media. Building a genuine culture of 'doing the right thing' within a corporation can offset these risks. Brand differentiation In crowded marketplaces, companies strive for a unique selling proposition which can separate them from the competition in the minds of consumers. CSR can play a role in building customer loyalty based on distinctive ethical values.[9] Several major brands, such as The Co-operative Group and The Body Shop are built on ethical values. Business service organizations can benefit too from building a reputation for integrity and best practice.


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License to operate Corporations are keen to avoid interference in their business through taxation or regulations. By taking substantive voluntary steps, they can persuade governments and the wider public that they are taking issues such as health and safety, diversity or the environment seriously, and so avoid intervention. This also applies to firms seeking to justify eyecatching profits and high levels of boardroom pay. Those operating away from their home country can make sure they stay welcome by being good corporate citizens with respect to labor standards and impacts on the environment.

Criticisms and concerns: Critics of CSR as well as proponents debate a number of concerns related to it. These include CSR's relationship to the fundamental purpose and nature of business and questionable motives for engaging in CSR, including concerns about insincerity and hypocrisy.

CSR and the nature of business: Corporations exist to provide products and/or services that produce profits for their shareholders. Milton Friedman and others take this a step further, arguing that a corporation's purpose is to maximize returns to its shareholders, and that since (in their view), only people can have social responsibilities, corporations are only responsible to their shareholders and not to society as a whole. Although they accept that corporations should obey the laws of the countries within which they work, they assert that corporations have no other obligation to society. Some people perceive CSR as incongruent with the very nature and purpose of business, and indeed a hindrance to free trade. Those who assert that CSR is incongruent with capitalism and are in favor of neoliberalism argue that improvements in health, longevity and/or infant mortality have been created by economic growth attributed to free enterprise. Critics of this argument perceive neoliberalism as opposed to the wellbeing of society and a hindrance to human freedom. They claim that the type of capitalism practiced in many developing countries is a form of economic and cultural imperialism, noting that these countries usually have fewer labor protections, and thus their citizens are at a higher risk of exploitation by multinational corporations.


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CSR and questionable motives Some critics believe that CSR programs are undertaken by companies such as Pakistan Tobacco Company, the petroleum giant Shell (wellknown for its high-profile advertising campaigns on environmental aspects of its operations), and McDonald's to distract the public from ethical questions posed by their core operations. They argue that some corporations start CSR programs for the commercial benefit they enjoy through raising their reputation with the public or with government. They suggest that corporations which exist solely to maximize profits are unable to advance the interests of society as a whole. Similarly Shell has a much-publicized CSR policy and was a pioneer in triple bottom line reporting, however, this did not prevent the 2004 scandal concerning its misreporting of oil reserves—an act which seriously damaged its reputation and led to charges of hypocrisy. Since then, the Shell Foundation has become involved in many projects across the world, including a partnership with Marks and Spencer (UK) in three flower and fruit growing communities across Africa. Critics concerned with corporate hypocrisy and insincerity generally suggest that better governmental and international regulation and enforcement, rather than voluntary measures, are necessary to ensure that companies behave in a socially responsible manner.

Telecommunication: The telecommunication industry consist of carrier services, fixed telephony services, private network services, data transmittal services, mobile telecommunication services, internet backbone services, internet access services and other internet telecommunication services. Some briefly introduction of major cellular companies in Pakistan is as follow: Mobilink Mobilink Pakistan Premier Cellular Company Claims be to have 10 Million Subscribers nation wide what you call such a company pioneers giants whatever but the fact is that Mobilink is the largest Cellular Company in Pakistan. Mobilink being the pioneers of introducing cellular networks in Pakistan established themselves as the major cellular company of Pakistan. Covering almost every city of Pakistan. National University Of Modern Languages & Sciences

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Mobilink is giant is this the reason that they are still expensive as compare to other companies like Ufone and Warid Tel. As people relay on Mobilink services that’s why Mobilink still charging high rates people specially business class hesitate to switch to other cellular company. Mobilink is major cellular company and will stand in first place many years to come yet there will be more need to emphasis on CSR. Warid: Warid is operated by Abu Dhabi Group led by Sheikh Nahayan Mabarak Al Nahayan. Warid started it services in Pakistan May 2005. Since than Warid Telecom successfully launched the services covering 28 cities with a total population of around 32 million people. Warid Telecom with low rates to capture the market with already giants operating the cellular world of Pakistan is the major task for Warid Telecom major competitor is mobilink with already 10 million subscribers it is not a easy task to break the market. As warid considers mobilink a tough competitor so inorder to survive in dynamic market they will concentrate more on CSR applications.

Ufone Ufone subsidiary of PTCL was established to provide cellular services across Pakistan. Ufone is currently providing quality services across Pakistan. Ufone with the backend support of PTCL always provides quality services to its subscribers. Ufone claims to have 3 million subscribers and still growing. Ufone is one of the best cellular companies in Pakistan with reliable network and coverage to over 100 key cities and prominent highways. Ufone is having the lowest call rates and best packages for its subscribers and so called a customer oriented cellular company which is an important aspect of CSR. Telenor Telenor can be called a little brother of Ufone (even though they are not related). Their sound clarity is really excellent. Their GPRS is a fast National University Of Modern Languages & Sciences

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connecting one than Ufone as its EGPRS(Enhanced). The easy load facility is the excellent idea of re-charging account from 10 to 1000 RS with unlimited validity. Telenor is the king when it come to connectivity, u can pick up the phone and just dial , it will connect, do that at anytime and it will connect, Ufone does that too but sometimes you have to try two times to connect but not Telenor. Telenor soon will emerge as a big cellular company in Pakistan their devotion and excellent services is giving a clear view that they are in Pakistan to do some business and will grip the large portion of subscribers by adopting the ultimate strategies regarding CSR.

Proposed methodology: This study will follow the approach of CSR (corporate social responsibility). The employees from public as well as private sector will respond against the survey instrument. The proposed target industry is Telecommunication. Almost all the small and medium sized enterprises (SME) from Islamabad and Rawalpindi are studied by throwing questionnaire in the relevant sector. The industry is selected for sample as during last few years there occurs the vast progress in the related field, and this speed is backed up by the organization’s understanding and studies towards corporate social responsibility. For this study non-probability sampling technique is proposed. Survey questionnaire will be used as research instrument. Organization operating in twin city (Islamabad and Rawalpindi) will be personally visited and questionnaire will be distributed in those organization personally (through reference) or by employees of CSR and HR departments. The aims of survey were to provide answer of several questions: • • • •

Are the firms aware of CSR dynamics? Do they consider CSR concept relevant to their own enterprise? What exactly do they consider important from broad concept of CSR? Are firms and companies interested in CSR topic? What is their level of interest (interest in obtaining more information or greater direct engagement)?


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The survey was conducted between November 10th 2008 and November 20th 2008. Five firms were approached in the form of questionnaire. The questionnaire was not only seen as the tool of obtaining facts but also a strong instrument of promotion of CSR topic. The survey tried to keep simple and we were interested mainly in spontaneous reactions. The questionnaire helps in analyzing the impact of CSR in telecom industry. The questionnaire consists of demographics_ regarding general information of the person who is going to fill the questionnaire. Than there are some questions including the Work Policy, than Environmental policy, which are backed up by Market Policy, Community Policy and than in the last the questions regarding Company Values are included. Survey evaluation was conducted by mean of Excel Work Sheet. In the work sheet we make some interpretations regarding the results:

Demographics: 1) Gender:

a) male as 1

2) Age: d) 51-60 as 4

a) 21-30 as 1 e) 61-70 as 5

b) female as 2. b) 31-40 as 2 f) 71-80 as 6

c) 41-50 as 3 g) 81-90 as 7

3) Educational Attainment: a) Intermediate as 1 2

b) 14 years as

c) 16 years as 3

d) 18 years as 4

e)

20 years as 5 National University Of Modern Languages & Sciences

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4) Marital status: widowed as 3

a) married as 1 d) Separated as 4

b) divorced as 2

c)

e) unmarried as 5

5) Type of employment: a) Self employed as 1 b) Employed on contracted basis as 2 c) Employed on permanent basis as 3 6) Does your job require you to work extra hours? a) Yes as 1 b) No as 2 7) Are you paid for overtime work hours? a) Yes as 1 b) No as 2 8) Questions: a) Strongly agree: 1 b) Agree: 2 c) Neutral: 3 d) Disagree: 4 e) Strongly Disagree: 5

Questionnaire: Role of CSR in Pakistani Telecom Sector Dear sir/madam Your contribution in helping us analyzing the impact of CSR in your organization. Completion of this information is voluntary and confidential. No individual data will be reported. Please don’t write your name and organizations name on this paper. Thank You! 1. Gender

:

a) Male


b) Female Page 13


2. Age : ______________ years 3. Educational Attainment : ______________ years 4. Religion : __________________ 5. Province/Region : __________________ 6. Marital Status : a) Married b) Divorced c) Widowed d) Separated e) Unmarried 7. Industry you are :________________ 8. Current Job Title

currently

rendering

services

to:

: ________________

9. Type of employment a) Self-Employed b) Employed on On-Contract Basis c) Employed on Permanent Basis 10. 11. 12.

Total Work experience (till Date) : _______________ years Work Experience in the current organization : _______________ years Daily Office/Business Timings : _______________

13.

Does your job require you to work extra hours? a) Yes b) No 14. Are you paid for overtime work hours? a) Yes b) No 15. Your approximate monthly income: __________________________


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1 2 Your organization encourage employees to 5 develop real skills and long –term careers strongly agree (e.g. via a performance appraisal process, strongly Role of CSR in Pakistan Telecom Industry agree a training plan). BRM-Research Paper

3 neutral

4 agree

disagree

Your organization consults employees on important issues.

1 5 strongly strongly agree disagree

Your organization has suitable arrangements for health, safety and welfare that provide sufficient protection for your employees.


There is a process to ensure adequate steps are taken against all forms of discrimination, both in the work place and at the time of recruitment (e.g. against women, ethnic groups, disabled people, etc)?. Your organization actively offers a good work-life balance for its employees, for example, by considering flexible working hours.


Have your organization tried to reduce environmental impact in terms of. o Energy conservation? o

waste minimization and recycling

o Pollution prevention (e.g. emissions to air and water, effluent discharges, noise)? o Protection of environment?

the

natural

o Sustainable transport options?


1 5 strongly strongly agree disagree 1 5 strongly strongly agree disagree 1 5 strongly strongly agree disagree 1 5 strongly strongly agree disagree

2 agree

2 agree

2 agree

2 agree

2 agree

2 agree

2 agree

2 agree

National University Of Modern Languages1 & Sciences 2 5 strongly strongly agree disagree

agree

3 neutral

3 neutral

3 neutral

3 neutral

3 neutral

3 neutral

3 neutral

3 neutral

3 neutral

4 agree

4 agree

4 agree

4 agree

4 agree

4 agree

4 agree

4 disagree

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Evaluated result: Means and Correlation: Work place. M

Environm Market ent policy. policy. M M

8.225 5

12.02813 4.75

8.6 15.2 9.4 7 9.8

6.714286 7.325 11.775 7.925 6.125 8.225

2.75

2.392857

1.5 6.4

2.083333 5.8

2.75 4 1.6666 67 12.4

2.964286 4

18.650 63 6.15 11.178 57 10.785 19.195 12.065 9.225 12.405 2.0357 14 1.8958 33 7.84 1.9285 71 4.4

2.333333 9.675

1.75 10.415

Compa Communi ny ty policy. values. M M 22.18075 6.98 13.72321 12.742 22.634 14.278 10.87 14.486 2.294643 1.869792 9.208 2.160714 4.88 1.9375 12.298

Correlati on

15.2711 3 5.72 10.5386 9 9.863 17.201 10.917 8.305 11.229 2.36830 4 1.83724 3 2.45089 3 4.32 1.92187 5 11.197


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1

1.857143

11.75

8.964286

15.6 5 5.4

12.2 4.625 4.55

2.75

2.964286

1.2142 86 5.6785 71 0 6.525 5.19 1.9285 71

1.267857 6.848214 9.266667 7.63 6.028 2.160714

1.33482 1 8.31026 8 9.26666 7 5.945 5.292 2.45089 3

1

Interpretation of survey: After getting all the results the survey has shown that company policy is an independent Variable according to which an organization makes its other policies. The result interpreted by getting correlation shows the strong interlinked relation among all these policies made by an organization.

Conclusion: Are the firms aware of CSR dynamics? By keeping in view the segments of questionnaire we can say that the telecommunication industry is aware of importance of workplace, marketing and other related policies that help them to improve their infra structure. Do they consider CSR concept relevant to their own enterprise? CSR is now considered as an integral part of any industry. The survey results have shown that CSR application is developing rapidly in the telecommunication sector. This not only shows that National University Of Modern Languages & Sciences

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the firms have understood the CSR concept but also considers it as an important element of the rapid organizational growth. What exactly do they consider important from broad concept of CSR? A broad concept of CSR considers the following aspects: a) Awareness of social work. b) Awareness of the bad effects of environmental pollution. c) Considering the customers as an important part for the Organization’s goodwill. Considering the employees as a major asset of the firm. Are firms and companies interested in CSR topic? What is their level of interest (interest in obtaining more information or greater direct engagement)? Results have shown that firms are taking interest in CSR topic. Because this will help them a lot in maintaining the growth and goodwill of their organization at a high level.

References: Abbott. W.F, Monsen R.J (1979). On the Measurement of Corporate Social Responsibility: Self Reported Disclosures as a Method of Measuring Corporate Social Involvement. Academy of Management Journal. Vol 22, No 3, 501-515 Aupperle K.E, Carrol A.B, Hatfield J.D (1985). An Empirical Examination of the Relationship Between Corporate Social Responsibility and Profitability. Academy of Management Journal. Vol 26, No 2, Pg 446-463 Balabanis G, Philips H.G, Lyall J. (1998). Corporate Social Responsibility and Economic Performance in the Top British Companies: Are They Linked?. European Business Review. Pg 25-44 Bhattacharya, Sen, Sankar (2001). Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility. Americam Marketing Association. Pg 16-67 Boal B.K. (1985). The Cognitive Structure of Corporate Social Responsibility. Journal of Management. Vol 11, No 3, 71-82 Cochran P. L, Wood R. A. (1984). Corporate Social Responsibility and Financial Performance. Academy of Management Journal. Vol 27, No 1, Pg 42-56 Coldwell D.A.L (2000). Perception and Expectations of Corporate Social National University Of Modern Languages & Sciences

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Responsibility: Theoretical Issues and Empirical Findings. Journal of Business Managerial. Pg 49- 54 Freeman R.E. & Liedtka, J (1991). “Corporate Social Responsibility: A Critical Approach,” Business Horizons, July-August, pp. 92-8 Grunig J.E. (1979). A New Measure of Public Opinions on Corporate Social Responsibility. Academy of Management Journal. Vol 22, No 4, 738-764 Joyner B.E, Payne. D, Raibom C.E (2002). Building Values, Business Ethics and Corporate Social Responsibility into the Developing Organization. Journal Of Developmental Entrepreneurship. Vol 7, Pg 113 – 131 Karake Z.A. (1998). An Examination of the Impact of Organizational Downsizing and Discrimination Activities on Corporate Social Responsibility as Measured by a Company's Reputation Index. Management Decision. Pg 206-216 Kissel J.C, Beauvais E.C.(1988) Competition and Local Telephone Company Accounting. Corporate Accounting. Pg 50-59. Mahapatra S. (1984). Investor Reaction to Corporate Social Accounting. Journal of Business Finance and Accounting. Pg 29-40 Malaysian Communications and Multimedia Commission (MCMC), (2004), Industry Performance Report 2003, MCMC Circulation. 25 McGuire J.B., Sundgren A., Schneeweis T, (1988). Corporate Social Responsibility and Firm Financial Performance. Academy of Management Journal. Pg 854-872 Md Zabid Abdul Rashid, Saadiatul Ibrahim (2002), Executive and Management Attitudes towards Corporate Social Responsibility in Malaysia, Corporate Governance, Bradford Mintzberg, H.(2000), The Case for Corporate Social Responsibility, Journal Of Business Strategy. Pg 3-15 Ogrizek M (2002). Forum Paper: The Effect of Corporate Social Responsibility on the Branding of Financial Services. Journal of Financial Services Marketing. Vol 6, Pg 215-228 Richardson A.J, Welker M, Hutchinson I.R. (1999). Managing Capital Market Reactions to Corporate Social Responsibility. International Journal of Management Research (IJMR). Pg 17- 43 Sarah Aziz, (2004), The Communications and Multimedia Act 1998: Of Challenges and Possible Remedies, Singapore & Malaysian Case Law Library, Release 2, Lexis Nexis Butterworth, Singapore Smith M.S, Alcom D.S (1991). Cause Marketing: A New Direction in the Marketing of Corporate Responsibility. Journal of Services Marketing. Vol 6, No 4, Pg 21-37 Thompson J.K, Smith H.L (1991). Social Responsibility and Small Business: Suggestions for Research. Journal of Small Business Management. Pg30-44 Tilt A.C (1994). The Influence of External Pressure Groups on Corporate Social Disclosure. Accounting, Auditing & Accountability Journal. Vol 7, No 4, Pg 47- 72 Windsor, D. (2001) The Future of Corporate Social Responsibility. International Journal of Organizational Analysis. Vol 9, No 3, Pg 225-256.


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Role of Corporate Social Responsibility in Pakistan Telecom Industry

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