Corporate Social Responsibility (CSR) Efforts and Affected Community Perception: An Empirical Study with Special Reference to a CSR Project Implemented by a Multinational Corporation (MNC) in Sri Lanka

Abstract

Many criticisms are being made relevant to the effectiveness of the community-oriented corporate social responsibility (CSR) projects implemented by business organizations today. This study has been carried out with special reference to the community-oriented CSR project implemented by a local subsidiary of a multinational company in Sri Lanka with the purpose of investigating the targeted community’s perception of the project. The qualitative approach was used as the main research method using the case study approach. For the purpose of data collection, interviews, observations, and documentary reviewing were used. The findings reflect that the targeted community perceives that the renovation of wells project is just a gesture of good work, but it brings fewer benefits to them. The concept “community partnership” can play a significant role with regard to the effectiveness of the project. This study concludes that companies should design their CSR projects in the way that meets the needs and expectations of the target social actors in order to create win–win outcomes for both company and target community.