Tata Group: a marketing case study for the 21st Century Krunal Mistry, ISCAC Coimbra Business School, Portugal, (Mistrykrunal86@yahoo.com) Madalena Eça de Abreu, Instituto Universitário de Lisboa (ISCTE-IUL), BRU-IUL, Lisboa, e ISCAC Coimbra Business School, Portugal, (mabreu@iscac.pt)
Topic How Tata group is facing the challenges of the 21 st century trends in marketing, especially concerning CRS?
Main theoretical considerations Improving society s well-being has become part of many companies strategic plans and marketing decisions as costumers expect companies to be driven by an ethical way of procedure and also to engage in social responsibility activities. Corporate Social Responsibility (CSR) behavior and activities companies adopt are a 21st century trend in marketing.
Main theoretical considerations Many companies invest a part of their budget on different CSR activities in order to enhance their image. According to the European Commission on CSR: CSR: a business contribution to sustainable development. (Euroabstracts 2004). The World Business Council for Sustainable Development (WBCSD): CSR as the commitment of business to contribute to sustainable economic development, working with employees, their families, the local community and society at large to improve their quality of life (WBCSD, 2002).
Methodology This paper was investigates on the basis of a case study methodology, as this research required an explanatory approach. And case studies are considered an adequate methodology for these kind of research, exploratory and explanatory research (Yin, 1994)
The case of TATA The Tata group is a global enterprise, headquartered in India, comprising over 100 independent operating companies. The group operates in more than 100 countries across six continents
General view of TATA
General view of TATA the background
General view of TATA history
General view of TATA capitalization In 2014-15, the revenue of Tata companies, taken together, was $108.78 billion. These companies collectively employ over 600,000 people.
The case of TATA Tata group is an outstanding and quite particular situation of a world famous company born in an economic and social problematic country, finding creative and social ways of adaption to a complex and difficult environment, and innovating both at a marketing and social engagement dimensions. with a mission 'To improve the quality of life of the communities we serve globally, through long-term stakeholder value creation based on Leadership with Trust' (Tata group, 2016).
TATA Corporate Social Responsibility Tata Sons is the principal investment holding company and promoter of Tata companies. Sixty-six percent of the equity share capital of Tata Sons is held by philanthropic trusts, which support education, health, livelihood generation and art and culture. Tata vision is to be the most admired and responsible Integrated Power Company with international footprint, delivering sustainable value to all stakeholders. Tata states its mission as earning affection of customers by delivering superior experience and value, and thereby making them Tata s ambassadors.
TATA Corporate Social Responsibility http://www.tata.com/sustainability/articlesinside/corporate-social-responsibility, 22 June 2016 Corporate social responsibility The group's CSR activities are rooted in the knowledge that businesses have a duty to enable all living beings to get a fair share of the planet's resources Businesses are powerful constituents of society and the most successful, respected, and desirable businesses exist to do much more than make money; they exist to use the power of business to solve social and environmental problems. The Tata culture of giving back flows from the tradition of nation and community building sowed more than a century back by Jamsetji Tata, the Founder of the group.
TATA Corporate Social Responsibility following Rattan Tata words, Tata Company is not driven to grow over everybody dead bodies. Ratan N Tata was the Chairman of Tata Sons, the holding company of the Tata group, from 1991 till his retirement on December 28, 2012. He was also chairman of the major Tata companies, including Tata Motors, Tata Steel, Tata Consultancy Services, Tata Power, Tata Global Beverages, Tata Chemicals, Indian Hotels and Tata Teleservices. During his tenure, the group s revenues grew manifold, totalling over $100 billion in 2011-12. http://www.tata.com/aboutus/articlesinside/ratan-n-tata, 22 june 2016
Conclusion Data about this case clearly prove that there is a greater positive perception towards corporate social responsibility by TATA. The research also reveals a positive relationship between corporate behavior and the economic performance of TATA. This is so because, employee motivation and satisfaction which is a core part of CSR, contributes greatly to economic performance.
Thank you! References Euroabstracts (2004) CSR Europe sets the standard, European Commission, Vol 42-1, p. 28. Tata group (2016, April 12). Retrieved from http://www.tata.com/sustainability/sub_index/tata- Sustainability-GroupTata Sustainability Group Yin, R. (1994). Case Study Research: Design and Methods, 2nd Ed. Applied Social Research Methods Series. Vol. 5. London: Sage Publications. WBSD (2002). The Business Case for Sustainable Development. Geneva.