Contributory Theory of Existence

I came across this article in today's Hindustan Times that indicates that letting employees fulfill their Individual Social Responsibility (ISR) could be a potent tool for motivating them. Dr. Anil Sarin, an academic, calls this the Contributory Theory of Existence.
The link to piece is as below

http://epaper.hindustantimes.com//artMailDisp.aspx?article=12_05_2009_131_013&typ=1&pub=47

Perfect ISR- giving people chance to be activists

The new GreenPeace emailer is a perfect opportunity for people to answer their Individual Social Responsibility.

Executed in a campaign mode, it beautifully builds a case for people to give money for an advertisment. Yes, you heard it right. The emailer exhorts people to become activists by donating.

Such campaigns are true examples of ISR- Individual Social Responsibility. Kudos, a great act for all us to follow. Click below to see it for yourself


http://links.mailing.greenpeace.org/servlet/MailView?ms=MzIyNTQyNTUS1&r=ODU4NTAzMTYwS0&j=NDcyMDExODUS1&mt=1&rt=0