Using TQM and Excellence Principles in Effective Implementation of Corporate Social Responsibility Initiatives at Tata Group  

Oleh:

Sharan, Narendra ; Sinha, Sunil

Jenis: Article from Proceeding
Dalam koleksi: 12th ANQ Congress in Singapore, 5-8 Agustus 2014, page 1-13.
Topik: TATA; Corporate Social Responsibility (CSR); TQM; TAAP (Tata Affirmative Action Programme); TEEP (Tata Education Excellence Programme)
Fulltext: TQ2-2.2-P0347.pdf (759.06KB)

Isi artikel

Tata founder Jamsetji Tata’s famous quote “In a free enterprise, the community is not just another stakeholder in business, but is in fact the very purpose of its existence” summarizes the ethos and direction for all Tata companies. When a corporate organization takes up the social task such as “Promoting affirmative action for underprivileged community (Scheduled caste and scheduled tribes groups in India), or “Promoting Quality Improvement in Schools”, the challenge does not lie so much in articulation the intent, but in translating that intent into a meaningful outcome. Tata companies have been taking hundred of initiatives with similar CSR intent in the past. However, the results and impact were of varying degree. In the last 10 years, TATAs have attempted to accomplish two of the CSR initiatives and tasks using TQM and Excellence principles. TQM principles have been found to be a potent vehicle and tool to realize such broad based social objectives too. This paper elaborates the story of “Tata Affirmative Action Programme” (TAAP) and Tata Education Excellence Programme (TEEP). Tata Affirmative Action Programme is focused on making a difference in the lives of underprivileged community (scheduled caste and scheduled tribe). This is done in the four selected areas – Employment, Employability, Entrepreneurship and Education. Tata Education Excellence Programme is focused on making a difference to the school educational quality. In both programmes, TQM principles have been used extensively, not only to create the pull amongst the stakeholders but also to provide momentum to these large impacted corporate initiatives. Significant outcome tangible and intangible have been achieved in both the programmes through the usage of this methodology

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