Intrinsic Motivation of the Employee-The Cornerstone of a Genuine and Committed CSR

Strange are the ways as to how human beings get inspired, motivated and push themselves to the limit and this paper examines how a company's genuine and committed CSR could drive the worker towards excellence and productivity. The article focuses both pragmatically and theoretically on a company, that satisfies the criteria for CSR, and very much in the likelihood of becoming socially active for the sake of its growth, sustenance and the effect such an initiative will have on its employees. The authors strongly believe that though the impact of CSR is primarily on the growth and stability of the concern, maximizing profits through brand building, return of investment to the stakeholders, customer retention and market enlargement by countering competition, capital and resources infusion by up scaling goodwill and reputation and rebuilding the nation at large but not very conspicuously present in this cornucopia of the benefactors is the employee. The bone of contention is therefore the key element aptly termed by Maslow as "sense of belongingness" which is going to turn the tide for the company and intrinsically motivates the employee who feels that there is a sense of purpose. Through this research, an attempt has been made to examine and illustrate the vital ingredient or the cornerstone as 'intrinsic motivation' that powers the individual to achieve and affiliate.