Purpose

The purpose of this study is to ascertain how corporate social responsibility (CSR) managers are justifying the adoption of automation technologies in India, which is simultaneously creating job loss.

Design/methodology/approach

Indian firms to become and maintain superior levels of competitiveness in the marketplace had initiated the adoption, as well as usage of automation technologies such as robotics, additive manufacturing, machine learning and others. Such firm initiatives led to job loss in communities where the firm had a presence with its plants and offices. CSR managers primarily engaged with communities to undertake firm CSR initiatives. Job creation and its continuance have been a sacred component in this narrative. The adoption of automation technologies had altered this point of conversation. CSR managers had to justify both organizational actions from a firm perspective and reconcile the same to the community leaders. In this research, an exploratory study was conducted with a semi-structured open-ended questionnaire with 28 CSR experts. Data was collected through personal interviews and the data was content analysed based upon thematic content analysis.

Findings

The results indicated that CSR managers rationalized the adoption of automation technologies from a push-pull-mooring (PPM) perspective from a firm centric point of view. While for justification from a community (social) centric perspective, dominantly system thinking with fair market ideology than normative justification, utilitarian rather than deontological thinking (DT) and organizational economic egoism (OEE) rather than reputational egoism was applied.

Research limitations/implications

The study applies the theories of the PPM perspective from a firm centric point of view. While for community-based theoretical justification – system thinking with fair market ideology than normative justification, utilitarian rather than DT and OEE rather than reputational egoism was used.

Practical implications

This study finding would help CSR managers to undertake community activities while their firms are adopting and implementing automation technologies that are creating job loss in the very community their firms are serving. Mangers would get insights regarding the steps they should undertake to create harmony.

Originality/value

This is one of the first studies that delve regarding how CSR managers are justifying the adoption of automation technologies in India, which is simultaneously creating job loss. Theoretically, this study is novel because the study question is answered based upon the adoption of automation technologies from a PPM perspective from a firm centric point of view. While, for justification from a community (social) centric perspective, dominantly system thinking with fair market ideology than normative justification, utilitarian rather than DT and OEE rather than reputational egoism was applied.

中文翻译：

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在组织和社区失业中采用和实施自动化技术；社会行为者之间的企业社会责任管理者论证机制

目的

本研究的目的是确定企业社会责任 (CSR) 经理如何证明在印度采用自动化技术是合理的，这同时造成了失业。

设计/方法/方法

印度公司为了在市场上成为并保持卓越的竞争力水平，已经开始采用和使用自动化技术，如机器人、增材制造、机器学习等。此类公司举措导致公司在其工厂和办公室设有办事处的社区失业。企业社会责任经理主要与社区接触以开展坚定的企业社会责任倡议。创造就业机会及其延续一直是这个故事的神圣组成部分。自动化技术的采用改变了这一对话点。企业社会责任经理必须从坚定的角度证明两种组织行动的合理性，并与社区领导者协调一致。在这项研究中，一项探索性研究采用半结构化开放式问卷调查，由 28 位企业社会责任专家组成。

发现

结果表明，CSR 经理从以公司为中心的角度，从推拉式系泊 (PPM) 的角度合理化了自动化技术的采用。而从以社区（社会）为中心的角度进行论证时，主要应用了具有公平市场意识形态而非规范论证的系统思维、功利主义而非义务论思维（DT）和组织经济利己主义（OEE）而非声誉利己主义。

研究限制/影响

该研究从以公司为中心的观点应用了 PPM 视角的理论。而对于基于社区的理论论证——系统思维采用公平市场意识形态而非规范论证，使用功利主义而非 DT 和 OEE 而非声誉利己主义。

实际影响

这项研究结果将帮助企业社会责任经理开展社区活动，同时他们的公司正在采用和实施自动化技术，这些技术正在他们的公司所服务的社区中造成失业。经理们将了解他们应该采取哪些步骤来创造和谐。

原创性/价值

这是首批深入研究 CSR 经理如何证明在印度采用自动化技术是合理的研究之一，这同时会造成失业。从理论上讲，这项研究是新颖的，因为研究问题的回答是基于从 PPM 的角度从以公司为中心的角度对自动化技术的采用。同时，为了从以社区（社会）为中心的角度进行论证，以公平市场意识形态而非规范论证为主的系统思维，应用功利主义而非 DT 和 OEE 而非声誉利己主义。