Global Journal of Management and Business Research, G: Interdisciplinary, Volume 23 Issue 1

53 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )G © 2023 Global Journals Golden Win-Win Situation Created by CSR subsequently. So, the system is not only profitable to Kishore, but also to TEARS and also to the customer which they are enroping. So, for sure this is like a win- win situation for all the concerned parties here. And the biggest advantage seen is that the social contribution is not momentary or short lived because it has its own economical aspects. That's why this contribution keeps on going. Now, along with this case study of Kishor also we should study the case of Kishor's import customer. Who is being enroped with TEARS. Now for them, the contribution is that they helped either straight away by donations, or they get some products made by TEARS. A classic example of that is rugs. Which is made out of Scraps (waste of Kishor’s production). Which are given to TEARS who have machines to make rugs out of them. And the customer sells this product at high margins to their end consumers, with the main Marketing tactic that not only is 0% waste production, made out of scraps, but also, it's supporting TEARS. So, is Kishor's import customer justified in this way of working?. So, I will say yes- again by doing this, the commercial advantages which they derive, give their business entity more strength economically. Also, they make a bond with their end customers who like this concept that they are helping a school like TEARS (and the customers become more loyal to them). Even though driving these selfish motives, they still help TEARS a lot by either their donations or by either buying their products. So, we can conclude that, eventually it's a win- win situation for everyone concerned and eventually it leads to some positive impacts to society and to the environment. Case study 2 Purpose The purpose of this case study is very similar to the first one, which is to show us the practical implications of much of the research displayed in this paper above. But rather than taking an example of a B2B company, we will be taking an example of a B2C company and analyzing how this company creates a win-win situation for all three parties involved, which are the company itself, end consumers and the community. Preliminary information The company we will be taking in this case study is gossip. Gossip is a fashion retailer, the end consumer is the customers of gossip (general public) and the community. Gossip Practices CSR in Multiple Ways, Which are as following. 1. Gossip has set certain requirements for its suppliers. For example, only FSC certificated suppliers can only supply gossip. Fsc certification ⁴ ¹ "confirms that the forest is being managed in a way that preserves biological diversity and benefits the lives of local people and workers, while ensuring it sustains economic viability". 2. They have been sustainable in their practices since 20 years, their practices involve "one ⁴ ² of the eco- friendly methods of solid waste management for a sustainable society" which is using recycled kashmir fabric and subsequently using upcycled sari in their apparels. 3. They have been continuously using organic cotton as a raw material in their apparels. 4. During covid, gossip adopted a new form of marketing, which was cause marketing (meaning defined above), in which gossip used instagram and Facebook as a medium to advertise themselves through cause marketing on the points mentioned above. Analysis Now that we have understood how Gossip executes their CSR, gossip has capitalized on a advantage that has doubled their turnover in the covid period, which was adopting cause marketing on the basis of above mentioned points, this type of marketing was as the main form of advertising rather than conventional kind of digital marketing. Apart from gossip, the community got a big advantage in terms of reserving and safekeeping the environment. According to Beatrice ⁴ ³, over 150 million trees are cut down for fabric production, additionally, this number is expected to double in the next decade, she states. Tackling this problem, as mentioned above, gossip requires a fsc certification from its suppliers. According to Abigail ⁴⁴ , by 2030, we are expecting to discard more than 134 million tonnes of textiles a year, as mentioned above, gossip is doing its part to reduce this number by using recycled kashmir fabric and upcycled sari as their apparels. Moving on to the last advantage provided by gossip to the environment is that it makes organic cotton, this is extremely impactful to the environment, as, according to kurt, a conventional method of inorganic cotton extraction causes diseases to the cotton pickers. IX. S urvey a) Research Design This Research design is exploratory. We intend to examine the advantages of CSR activities from the perspective of business owners. Although literature and theories exist that would support this assumption that CSR activities help business owners, there is still a lot of research scope and exploring new dimensions remain. This study will mainly analyze qualitative data and this study is open ended, which enables new theories and parameters to emerge.