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CGI Inc.: Employer Branding through Purpose-Driven CSR
內容大綱
Nirbhay Lumde, head of corporate social responsibility (CSR) at CGI Inc. (CGI), along with his efficient team, implemented certain novel CSR initiatives to address two critical societal issues: COVID-19 infrastructure and women’s safety in the context of India. CGI had to form partnerships with health care, law enforcement, and government to achieve greater impact from its CSR initiatives and to empower CGI’s employer branding. How could Lumde assess the effectiveness of CGI’s CSR initiatives? Which metrics were likely to help in this regard? Should Lumde consider expanding CGI’s CSR initiatives? Were there any potential benefits to CGI of doing so? If yes, what potential CSR opportunities could Lumde explore?
學習目標
This case may be used at the graduate- and postgraduate- level for courses in business ethics and corporate governance to discuss topics such as motivation behind CSR, CSR impact, and strategic CSR. Furthermore, the case demonstrates potential and ethical concerns for management if it ignores or discounts the value of CSR to the firm. This case can also help students understand the use of metrics to quantifiably map the impact of CSR initiatives on firm-level outcomes. After working through the case and assignment questions, students will have the opportunity to do the following:<ul><li>Understand CSR’s definition, importance, and practical application.</li><li>Understand why business firms engage in CSR.</li><li>Understand the significance of CSR for business strategy.</li><li>Learn about the logic and scope of CSR in business within the Indian context.</li><li>Compare a normative approach to CSR with a systemic approach.</li></ul>