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To cite this document: Aymen Sajjad Gabriel Eweje . "Corporate Social
Responsibility in Pakistan: Current Trends and Future Directions" In Corporate
Social Responsibility and Sustainability: Emerging Trends in Developing Economies.
Published online: 08 Oct 2014; 163-187.
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CORPORATE SOCIAL
RESPONSIBILITY IN PAKISTAN:
CURRENT TRENDS AND FUTURE
DIRECTIONS
Aymen Sajjad and Gabriel Eweje
ABSTRACT
Purpose The purpose of this chapter is to provide a practical review of
topical developments in corporate social responsibility (CSR) perspective within Pakistani business environment.
Methodology/approach
To investigate the concept of CSR in
Pakistan, this chapter primarily draws on secondary sources including
extant literature on CSR, government reports, publications of international agencies, industry reports, companies CSR/sustainability reports,
and newspaper articles.
Findings The findings of this research reveal that the concept of CSR
is relatively underdeveloped in Pakistan. There is a general perception
among business practitioners in Pakistan that CSR relates to altruism or
philanthropic activities. However, only few large local companies and
multinational enterprises hold a well-defined CSR policy. Small and
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a unique case for CSR as currently the country is facing a range of problems
including fragile economy, political instability, social unrest, rampant corruption, energy deficit, terrorism, and inadequate regulatory framework. At
a broader level, all these issues have implications for the corporate sector,
specifically, in terms of CSR implementation. Therefore, there is an intense
need to examine how Pakistani companies are integrating CSR principles in
their business decisions given the above political, social, economic, and
environmental challenges. Aside from the unique context of Pakistan, the
research on the nature and scope of CSR-related developments in Pakistan
as well as the current state of CSR adoption by Pakistani businesses is
rather underdeveloped. Against this background, this chapter aims to
extend the understanding of CSR notion in Pakistan business environment.
First, this chapter outlines the concept of CSR in the light of theoretical
perspectives for subsequent discussion. Secondly, social, economic, and
political conditions of Pakistan are contextualized to provide an overview
of socioeconomic, environmental, and political challenges business sector is
presently encountering in Pakistan. Following on this, the chapter draws
on a number of sources to examine the state of current CSR practices in
Pakistan. In this regard, the CSR practices of multinational corporations
(MNCs), large local business companies, and small and medium enterprise
(SME) sector are explored. Finally, the chapter concludes by offering a
way forward for building CSR as a mainstream agenda in the Pakistani
private sector and suggests the directions for future research.
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Defining CSR
There is a lack of consensus regarding the definition of CSR and the activities that constitute the CSR concept (Dahlsrud, 2008). The multifaceted
nature and a much broader scope of CSR makes it complicated to be explicitly conceptualized and clearly defined. As Birch and Moon (2011, p. 19)
point out: there is no single formula or template for CSR worldwide. In
practice, the meaning and the scope of CSR depends on political, social,
economic, and cultural conditions in which a firm operates and also the
point in time when it is conceptualized (Baughn et al., 2007; Chapple &
Moon, 2005). Dahlsrud (2008) conducted a recent study on CSR definitions,
which found that five dimensions were frequently used to define the concept
of CSR: stakeholder dimension, social dimension, economic dimension,
voluntariness dimension, and environmental dimension. Dahlsrud (2008)
found that European Commissions (EC) definition is the most cited definition of CSR. According to the EC (2001, p. 6), CSR is a concept whereby
companies integrate social and environmental concerns in their business
operations and in their interactions with their stakeholders on a voluntary
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basis. This definition mostly encapsulates the core dimensions of CSR concept. Therefore, the CSR value driven companies aim at: (a) maximizing
the creation of shared value for their owners/shareholders and for their
other stakeholders and society at large, (b) identifying, preventing and
mitigating their possible adverse impacts (EC, 2011, p. 6).
However, in the developing world context, the scope of CSR goes
beyond the western CSR conceptualization to include not only aspects of
corporate conduct that impinge on social, environmental and human right
issues, but also the role of business in relation to poverty reduction
(Prieto-Carron et al., 2006, p. 977). Consequently, companies in the developing world including Pakistan, India, China, and Bangladesh infrequently
adhere to the government regulations in areas such as corruption, tax payments, occupational health and safety (OHS), environmental conservation,
labor and employment practices, human rights, and child labor. In these
circumstances, the challenge is to make corporations fulfill their existing
legal responsibilities rather than encourage them to integrate CSR initiatives beyond legal compliance (Jamali & Mirshak, 2007; Khan & LundThomsen, 2011). Thus, Khan and Lund-Thomsen (2011, p. 76) argue that
in the context of developing world, however, the emphasis on corporations voluntarily going beyond their legal obligations might be somewhat
misleading. On the other hand, Dobers and Halme (2009) emphasize on
corporate activism regarding improving capacity in identifying tax evasion,
antitrust, and unveiling of corruption cases. Another problem in the developing world lies at the public policy level where governments lack motivation, resources, and competency to regulate corporate sector. Governments
in developing countries perceive that increased regulations may negatively
impact foreign direct investment, which create extra economic and social
burden on these nations (Graham & Woods, 2006). Accordingly, the CSR
notion in the developing world context requires a relatively broader interpretation, different from the way it has been described, perceived, or practiced in the developed world. In this regard, Blowfield and Frynas (2005,
p. 503) suggest an extended conceptualization of CSR in the developing
world context. They describe CSR concept as an umbrella term for a variety of theories and practices including:
(a) that companies have a responsibility for their impact on society and
the natural environment, sometimes beyond legal compliance and the
liability of individuals;
(b) that companies have a responsibility for the behavior of others with
whom they do business (e.g., within supply chains); and
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(c) that business needs to manage its relationship with wider society,
whether for reasons of commercial viability or to add value to society.
Models of CSR
There are different models of CSR in the academic literature that reflect
ways CSR can be integrated in the corporate contexts. However, in this
chapter two models
Carrolls (1991) CSR pyramid and Smiths (2003)
normative and business case view on CSR are utilized. These models are
used as a yardstick to examine the CSR practices of companies in Pakistan.
Carroll (1991) suggests a framework for CSR by categorizing CSR activities into four types of social responsibilities: economic, legal, ethical, and
discretionary (or philanthropic) (see Fig. 1).
According to Carroll (1991), the economic responsibilities relate to
delivery of improved financial outcomes to shareholders and business competitiveness in the marketplace. The economic responsibilities further
involve provision of fair wages or salaries to workers, safe products to the
PHILANTHROPIC
Responsibilities
Be A Good Corporate Citizen
Contribute to the
community;
Improve quality of life
ETHICAL
Responsibilities
Be Ethical
Obligation to do what is right, Just and fair;
Avoid harm
LEGAL
Responsibilities
Obey the Law
Law is societys co dification of right and wrong;
Play by the rules
ECONOMIC
Responsibilities
Be Profitable
The foundation upon which all others rest
Fig. 1.
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(Carroll & Shabana, 2010; Porter & Kramer, 2002; Smith, 2003). However,
it is important to recognize that engagement in CSR involves costs such as
investment in environmentally friendly equipments, third-party certifications, OHS programs, CSR reporting, and community development
projects. Generally, the payoffs of these investments are usually realized in
the long run.
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corporations lack knowledge about the true philosophy of CSR (Ehsan &
Kaleem, 2012). However, as highlighted earlier, CSR is not only limited to
charity or philanthropic activities but, rather, it involves corporate commitment to a broad set of responsibilities around social, economic, and environmental outcomes to deliver shared value to corporate stakeholders.
In particular, CSR is different from philanthropy as philanthropy often
relates to one-off financial grant, which does not necessarily require business donor to make successive payments or involve in any kind of planning
and implementation of community development initiatives (Mahapatra &
Visalaksh, 2011). Waheed (2005, p. 12) argues that CSR extends beyond
the random act of generosity to include such commonplace values as paying taxes, open disclosure, labor standards and customer sensitivity.
Accordingly, the legitimacy of such philanthropic commitments by businesses may be criticized because of inadequate accountability and transparency issues at implementation level (Mahapatra & Visalaksh, 2011).
Accordingly, Timms (2002), the Minister for Trade and Industry in UK,
states that the key for corporations is that CSR activity is seen not as PR,
not as philanthropy, but as mainstream to the business justified not just
by altruism but on sound business ground. This conceptualization of CSR
clearly recognizes the holistic nature of CSR, which sets CSR apart from
philanthropy, donations, or other charitable activities to include a resilient
focused strategy for internal and external stakeholder groups. For instance,
internal CSR policy may include areas such as environmental protection
and energy efficiency, development of environmental management system
(EMS), and human resource strategy, fair labor treatment, and OHS
at work. While the external CSR strategy may be focused on community
welfare activities such as promoting education, health, and human welfare
(Waheed, 2005).
Khan (2012) point outs that there are no CSR-specific laws or obligations in Pakistan which ensure ethical compliance, and as a result CSR is
purely practiced on a voluntary basis. Consequently, in 2013, Securities
and Exchange Commission of Pakistan (SECP) issued a voluntary guideline on CSR (SECP, 2013). Similarly, NGOs and advocacy groups are also
instigating the need for government and businesses to promote CSR
practices. Several advocacy and research organizations, such as CSR
Association of Pakistan, National Forum for Environment and Health
(NFEH), Corporate Social Responsibility Center Pakistan, Sustainable
Development Policy Institute, Triple Bottom Line Pakistan, Corporate
Social Responsibility Pakistan, and Responsible Business Initiative
Pakistan are promoting CSR culture and awareness in the Pakistani
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there were fire outbreaks at two factories in Pakistan which claimed lives of
over 300 workers (ur-Rehman, Walsh, & Masood, 2012). The primary reasons for above terrible incidents were insufficient safety instruments such as
fire alarms and sprinklers in the factories, inadequate safety measures in
building design, lack of fire exits, and inhumane behavior of factory owners/management. In particular, the factory exits were closed by the management to restrain workers from stealing goods, which in turn increased
death causalities as workers were unable to escape factory premises and
many of them died due to suffocation and jumping from the roof. These
accidents raise serious questions about the performance of Pakistani companies in implementing OHS practices and the role of government officials
who often ignore the volition in the factories and receive bribes from the
owners to overlook the loopholes in the system.
On the other hand, the regulatory framework in Pakistan concerning
OHS and labor laws is evolving but yet incomprehensive to address multifaceted issues related to OHS. The concerns over appalling OHS conditions
and lax safety laws have been often raised by numerous NGOs in Pakistan.
The NGO sector often reiterated that government of Pakistan should take
corrective measures to improve OHS conditions in the private sector but
unfortunately the issue has received little attention from the government
(Human Rights Commission of Pakistan, 2010). For example, the existing
regulations, Factories Act 1934, Hazardous Occupation Rules 1978 (Awan,
2001), and Labor Policy 2002, either partially relate to OHS or outdated to
manage the complexity associated with existing OHS issues in Pakistan
(Pasha & Liesivuori, 2003). Therefore, there is a significant need for the
government to formulate comprehensive rules and regulations to improve
OHS awareness and surveillance as well as reporting on occupational
injuries so as to minimize the health-related risks in the private sector.
In addition, several studies reveal that OHS issues such as long working
hours, low awareness on OHS, lack of safety instruments, inadequate OHS
training, and ineffective monitoring are common concerns in many manufacturing sites in Pakistan (e.g., Kamal, Malik, Fatima, & Rashid, 2012;
Malik, Maan, Pasha, Akhtar, & Ali, 2010; Munir, Ashraf, Nasir, Hensel, &
Iqbal, 2012; Pasha & Liesivuori, 2003). However, there is a growing
need for Pakistani industries to improve the status of OHS to meet the
emerging challenges of globalization and attain a competitive position in
the international market. Pasha and Liesivuori (2003) conducted OHS survey of 50 industries in the Punjab province of Pakistan. The findings of the
survey indicate that OHS conditions were not satisfactory. Majority of factory workers were illiterate with no formal training in OHS procedures.
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company operates, size and type of business, and the values and beliefs of
owners/managers. Yet, large local companies are relatively well-informed
about CSR notion compared to SMEs in Pakistan. The examples of large
local Pakistani companies that have explicit and formalized CSR programs
include Engro Corporation Limited, Fauji Fertilizer Limited, Lucky
Cement, English Biscuit Manufacturing Limited, and Attock Refinery.4 The
CSR practices and approach of large local companies is somewhat similar
to the way MNCs practice CSR in Pakistan. These businesses produce
CSR/sustainability reports using the guidelines set by the global reporting
initiative (GRI).5 The areas where these companies contribute to community welfare schemes in Pakistan include improvement in health and
education sectors, poverty alleviation programs, sponsorships in sports,
infrastructure development for local communities, technical and vocational
development programs, emergency relief and rehabilitation services,
company-sponsored foundations for social welfare services, tree plantation
projects, and partnerships with NGOs in areas like health, education, and
relief services to enhance societal well-being. On the other hand, at the organizational level, large local companies are involved in developing EMS,
human resource management systems, programs for OHS at work, and
training for anticorruption procedures. Contributions of some of these companies are recognized by the national CSR/sustainability forums such as
NFEH and CSR Association of Pakistan. One of the large local companies,
Engro Corporation limited, a Pakistani business conglomerate, has a range
of CSR initiatives around environmental sustainability including efficient
resource utilization, product stewardship, water consumption, energy
consumption, product packaging, and green office project. On the social
development side, Engro established Engro Foundation, which invests in
initiatives that ensure the provision of health, education, technical and
vocational training, housing and infrastructure, and rehabilitation services
to people affected by floods in Pakistan (Engro Corporation Limited, 2011).
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have more open and transparent laws and financial systems, less corruption, a better-educated workforce, more stability and more security.
However, in the case of Pakistan many of these aspects need an urgent government attention to improve socioeconomic development of the country.
Second, civil society organizations including NGOs and advocacy groups
have a vital role in developing CSR awareness in the public and cultivating
CSR culture in Pakistan. These organizations can play a significant role in
highlighting pressing CSR needs to the government and the corporate sector in Pakistan. Also, civil society organizations have expertise in areas of
social and environmental improvement, therefore civil society and business
partnership can resolve many social and environmental issues in Pakistan.
Finally, the business sector needs to develop and understand that in order
to compete in international markets; it is rather indispensable these days
not to ignore CSR-related responsibilities. Specially, Pakistani SMEs can
work in clusters in which they can collectively deal with the requirements of
international buyers and address CSR problems in their local communities.
NOTES
1. The term circular debt relates to a situation when government keeps the
consumer price of electricity below the cost of production. This results in government to make a budget allocation for managing deficit or borrow loan to pay oil
importers and power plants for electricity generation.
2. Development that meets the needs of the present without compromising the
ability of future generations to meet their own needs (WCED, 1987).
3. HDI refers to the countrys development on education, health, and income
dimensions.
4. See annual sustainability/CSR reports of large Pakistani companies at http://
www.csrcp.com/index.php/reporting-data-base/search-reports
5. GRI has developed a Sustainability Reporting Framework that is widely
used around the world to measure and report sustainability/CSR performance of a
company.
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