| A grim contradiction: The practice and consequences of corporate social responsibility by British American Tobacco in Malaysia * British American Tobacco Malaysia (BATM) was formed from he merger of Rothmans of Pall Mall (Malaysia) Berhad and Malaysian Tobacco Company Berhad on 3 November 1999. * Today, British American Tobacco Malaysia is the clear market leader with approximately 63% market share, and ranks amongst the top 25 companies on Bursa Malaysia Securities Berhad in terms of market capitalisation. * British American Tobacco Malaysia manufactures and markets high quality tobacco products designed to meet diverse consumer preferences. Their portfolio includes well-established international names such as Dunhill, Kent and Pall Mall.Q1. Explain what is CSR * Corporate Social Responsibility is a management concept whereby companies integrate social and environmental concerns in their business operations and interactions with their stakeholders. * Kilcullen corporatn and Kooistra (1999, p.158) defined CSR as ‘the degree of moral obligation that may be ascribed to corporations beyond simple obedience to the laws of the state. * However, Maignan and Ferrell (2004) trace the evolution of perspectives on CSR from its emergence in the 1950s as 1. Social Obligation 2. Stakeholder Obligation * CSR is generally understood as being the way through which a company achieves a balance of economic, environmental and social imperatives as mentioned in Triple-Bottom-Line- Approach, while at the same time addressing the expectations of shareholders and stakeholders. * In this sense it is important to draw a distinction between CSR, which can be a strategic business management concept, and charity, sponsorships or philanthropy. Even though the latter can also make a valuable contribution to poverty reduction, will directly enhance the reputation of a