The Corporate Social Responsibility concerns got global attention in large scale industries but the SME’s which are no less prone to create critical problems for the human, social and natural environments inimical to the society as a whole and survival at large, have not attracted the required attention. The case focuses on the dynamics of the corporate and stakeholder perspective on CSR in Sports Goods Industry Meerut. Approach: This study examined the corporate and stakeholder perspective in purview of CSR on a systematic random sample of hundred each with the help of seven interview schedules. Results: Both the parties affirm that sincere commitments to CSR notions need to be exercised in business. But the mutual interaction in cordial and congenial social environment is manifestly neglected. There is neither any institutionalized mechanism of consultation and participation into decision making process, nor any strategy to incorporate stakeholders concerns in the business process of growth. Of course both the sectors avoid conflict creating situations in their own interests. But there is no positive approach to gratify or even identify the problems of stakeholders. The corporate in SGI Meerut verbalize the awareness and necessity of incorporating CSR concerns in business yet nothing serious is being done in this direction. Conclusion: Predominantly the classical view of maximizing profit and economic concerns of business prevail. The present study recommends for an intellectual debate to vitalize CSR concept in SMEs; institutionalized mechanism to develop a healthy interaction both for the comprehension of CSR, addressal and redressal of needs of various component sectors of this category of industries, particularly the stakeholders; attention to communicate human sensibilities pertaining to natural, social and environmental concerns of the mankind of all sectors engaged in industrial enterprises i.e. production, consumption, supply and sale; economic interests should not alone be given priority at the cost of social and environmental concerns. Tyagi, R. K. (2010). Dynamics of Corporates and Stakeholders Perspective of Corporate Social Responsibility: A Case of Sports Goods Industry Meerut. American Journal of Economics and Business Administration, 2(2), 169-171. https://doi.org/10.3844/ajebasp.2010.169.171

1. Tyagi RK 2010 Dynamics of corporates and stakeholders perspective of corporate social responsibility: a case of sports goods industry Meerut American Journal of Economics and Business Administration 2(2) 169 available at https://thescipub.com/abstract/10.3844/ajebasp.2010.169.171 http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.663.3297&rep=rep1&type=pdf 2. Tyagi Ruchi 2012 study on dynamics of corporate and stakeholders perspective in Sports Goods Industry Meerut Research in Business and Management 1(1) 2012 Available at: https://www.researchgate.net/profile/Ruchi_Tyagi2/publication/260078814_Corporate_social_responsibility_and_SMEs_exploratory_study_on_dynamics_of_corporate_and_stakeholders_perspective_in_Sports_Goods_Industry_Meerut/links/02e7e52f5165d623a3000000/Corporate-social-responsibility-and-SMEs-exploratory-study-on-dynamics-of-corporate-and-stakeholders-perspective-in-Sports-Goods-Industry-Meerut.pdf

ITC’s International Business Division, one of India’s largest exporters of agricultural commodities, has e-Choupal, the unique web based initiative that offers the farmers of India all the information, product and services they need to enhance farm productivity, improve farm-gate price realization and cut transaction cost. Farmer can access latest local and global information on weather, scientific farming as well as market price at the village itself through the web portal- in regional languages. Choupal also facilitates supply of high quality farm input as well as purchase of commodities at their doorstep. Thus the company is starting a new innovative service for the customer that will drive the company towards service excellence. One of the industries that is majorly seeing innovation driving service excellence is the IT industry where there are great complexity and challenges which are faced by the IT companies. every IT firm is running for innovation every day and in every project because there main purpose is to create a innovative and service oriented software or product which would lead them to service excellence and the company who is using it will also achieve the path of service excellence through there IT and technological product. References http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.663.3297&rep=rep1&type=pdf Gupta, S; Verma R, “ Changing Paradigm in Indian Banking”

ITC’s International Business Division, one of India’s largest exporters of agricultural commodities, has e-Choupal, the unique web based initiative that offers the farmers of India all the information, product and services they need to enhance farm productivity, improve farm-gate price realization and cut transaction cost. Farmer can access latest local and global information on weather, scientific farming as well as market price at the village itself through the web portal- in regional languages. Choupal also facilitates supply of high quality farm input as well as purchase of commodities at their doorstep. Thus the company is starting a new innovative service for the customer that will drive the company towards service excellence. One of the industries that is majorly seeing innovation driving service excellence is the IT industry where there are great complexity and challenges which are faced by the IT companies. every IT firm is running for innovation every day and in every project because there main purpose is to create a innovative and service oriented software or product which would lead them to service excellence and the company who is using it will also achieve the path of service excellence through there IT and technological product. ITC’s International Business Division, one of India’s largest exporters of agricultural commodities, has e-Choupal, the unique web based initiative that offers the farmers of India all the information, product and services they need to enhance farm productivity, improve farm-gate price realization and cut transaction cost. Farmer can access latest local and global information on weather, scientific farming as well as market price at the village itself through the web portal- in regional languages. Choupal also facilitates supply of high quality farm input as well as purchase of commodities at their doorstep. Thus the company is starting a new innovative service for the customer that will drive the company towards service excellence. One of the industries that is majorly seeing innovation driving service excellence is the IT industry where there are great complexity and challenges which are faced by the IT companies. every IT firm is running for innovation every day and in every project because there main purpose is to create a innovative and service oriented software or product which would lead them to service excellence and the company who is using it will also achieve the path of service excellence through there IT and technological product. References http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.663.3297&rep=rep1&type=pdf Gupta, S; Verma R, “ Changing Paradigm in Indian Banking”