A STUDY ON CSR INITIATIVES AND SUSTAINABLE PRACTICES BY HOSPITALS FOR ENHANCED BRAND IMAGE & REPUTATION IN PUNE CITY

Abstract

The purpose of this research paper is to understand various Corporate social responsibility (CSR) Initiatives and Sustainability approaches adopted by Healthcare sectors with respect to Hospitals in Pune City. This Research paper aims to understand the importance of Hospitals adopting to CSR and Sustainability for enhanced brand Image and Reputation. The Heath care sectors are complex organization and though not marketed for making profits but they are commercial business entities which create positive brand Image and Reputation through various marketing efforts. The present study identifies CSR Initiative and sustainability approaches adopted by Hospitals as a significant tool for enhancing brand Image and reputation of Hospitals. The paper explains various CSR initiatives of Hospitals in Pune City and explores the Sustainability , adopted and its significance for Enhanced brand Image and Reputations. The paper provides answers to if CSR initiatives undertaken by hospitals and sustainable practices adopted by Hospitals are gaining so much attention among the Healthcare sectors for enhanced brand Image and Reputation.