A major challenge regarding socially responsible activities is that firms are unsure of prioritizing them.

For example, whether contributions should be made to eradicate poverty or to eliminate illiteracy or to protect the environment? Firms have no platform to prioritize their cause. This is why generally firms take CSR as a detached activity from normal course of business. Firms believe that CSR cannot be integrated with core operations of the business.

In this respect, Porter and Kramer (2006) suggested a model based on which firm can distinguish generic CSR responsiveness from that of strategic CSR responsiveness. Firms belonging to a specific industry can contribute more to a social cause compared to firms in other industries for whom a particular cause may be a just generic cause.

Thus, furniture industry can contribute more to a greener environment and plastics manufacturing firm has more role in a cleaner environment.

This reflects those socially responsible activities, which firms can perform irrespective of the industry they belong to, irrespective of the nature of business and irrespective of the competitive positioning of the firm Firms can use secondary activities performed in value chain to identify these best practices (Porter, 1985). Even philanthropy is generic CSR as it is not industry specific

Infrastructure: Electricity and hence energy consumption are part and parcel of every business. Certain firms conduct their business in a more energy friendly manner. Microsoft has set up a separate global foundation services team which is responsible for fusing renewable sources of energy like wind, solar during peak hours of working.

As a result of this initiative, 10% of energy consumption in Microsoft during peak hours comes from renewable sources of energy.

Making Paperless office: On an average each organization generates two pounds of paper waste daily. By going paperless,firms can not only justify their social responsibility but also to avail benefits of paper free work. Xerox is one of the few companies who has started initiatives in this direction

Finance and Accounting practises: Similarly, in case of financial disclosures also every company can follow practices like being transparent in reporting their finances. Human Resource Management: In terms of human resource management, by showing no discrimination amongst employees, providing safe working conditions, having appropriate hiring and lay off policies firms can fulfill their social responsibilities. .

Research and Development Management: This is the only secondary value chain activity which is more industry specific. However, certain common aspects especially w.r.t environmental research and development amongst where sectors can be drawn In the electronics industry, Sharp is focusing on efficient recycling of waste material

This part consists of socially responsible activities of the firm within primary activities of the value chain of the firm and is more industry specific because firms in different industries will have different value chains

Firms like McDonalds, Pizza hut or Nestle opts for contract farming and ally with farmers for supply of raw materials. These firms invest in training of farmers, provide them with better quality seeds and equipment and give them good returns for their produce

By monitoring and controlling emissions of greenhouse gas, companies like Apple computers keep a tab of carbon footprint (i.e. % of emission of Green house gases) and try to control it to the maximum right from product design, to product manufacturing to transportation and final product usage.

Ikea, the Swedish biggest furniture retailer makes special efforts to ensure that its suppliers use woods from those species which are not endangered. Further, it has started using cardboard pellets instead of wood pallets for packaging and transportation as recycling of wooden pallets is not Eco friendly.

firms can make even the philanthropic activities more meaningful by integrating them with the nature of business. McDonald or Pizza hut instead of donating some charitable fund to Non Government Organizations, can do more meaningful philanthropy by providing free food to a certain percentage of children living below the poverty line every day.

Such kind of socially responsible activities would bring more name and fame to the company rather than making simple monetary contributions.

Energy saving products The Prius of Toyota, Nissans Sentra, Aveo of Chevrolet etc. all run on alternative fuels which are Eco friendly Target market of Pruis are environment conscious people Since these hybrid fuels are more expensive compared to traditional fuels, an only niche category of consumers show interest in buying such hybrid, ecofriendly cars.

Vegan Chic: Is known for providing animal friendly fashion. Social responsibility is well reflected in its tagline i.e. where style meets kindness. Products of Vegan chic are animal friendly as they are not made of leather, silk or wool.

Furthermore, the name of this e-store vegan reflects that its products are vegetarian implying more animal friendly products.

GoIndiaorganic.com It's one of the pioneer e-retail store in India which provides organic food products like Honey and some spices. Their tag line, Live natural!! Live healthy also justifies the nature of their products

These agro based products are more Eco friendly because they are grown using organic and natural manures which helps in maintaining the pH of soil, hence maintaining the water table of the soil. Thus, we see that firms can prioritize their socially responsible activities by virtue of the nature of business, nature of industry and competitive positioning.