The Role of Business in Achieving Millennium Development Goals through CSR (Corporate

Towards the end of implementation period of Millennium Development Goals (MDGs), it is important to understand how far we have achieved it, what the best practice is and what has gone wrong. Looking at the achievement figure, it describes that we have not been far away from our starting point. Lack of power and ability are the main reasons. So it is time to look around. The country has many huge industries that have power and competency. The country has legal protection to ask the industries to cooperate, to coordinate and work together towards achieving MDGs. Industries, obligatory by law, and also some of them motivated by altruism must perform corporate social responsibility activities. This research describes the ongoing synergies that occurred in many ways in order to create better society and environment, which will lead to MDGs achievement.


INTRODUCTION
Millennium Declaration is accepted by 188 member countries of the United Nation (UN).The great goals of Millennium Development Goals (MDGs) were proclaimed in the forum.The world leaders committed to decrease in half people suffering from famine; assure that every child completes basic education; extricate gender inequality in all level of education; reduce infant mortality to two third and decrease in half the number of people with no access to clean water.The goals of MDGs are defined as efforts to fulfill various basic needs and human rights that should be enjoyed by any individual in the world (Sutjiati, 2010;Rivaie and Asriati, 2012).The eight goal categories are proclaimed to be achieved in 2015.Approaching the end of the program period, it is important to review the implementation and realization processes based on data from the Report on Millennium Development Goals Realization (Indonesia MDGs Report Team, 2007& National Development Planning Agency, 2010, 2011).
The first goal of MDGs (MDGs 1), to eradicate poverty and famine, is divided into eight indicators.The realization based on each indicator, first, concerning the proportion of people with income of less than USD 1 per capita per day, from the baseline of 20.6% (1990) to 5.9% (2008), with the target of 10.3% (2015).Second, the percentage of people living under national poverty level, from the baseline 15. 1% (1990) to 12.49% (2011), with the target of 7.55% (2015).Meanwhile, the poverty depth index indicating the adversity of poor people's economic life that has a baseline of 2. 7% (1990) increased into 2.08% (2011).As for the rate of gross domestic product growth for each work force, it increased from the baseline of 3. 52% (1990) to 5% (2011).Whereas the ratio of job opportunity for citizen over 15 year old with baseline of 65% (1990) slightly increased into 63.8% (2011).The proportion of self employed work force and employee without family on total job opportunity decreased from the baseline of 71% (1990) to 44% (2011).Concerning this work force proportion, based on the data revealed in MDGs 2010 Accomplishment Report, the work status is divided into Formal and Informal.For Formal work force, "self employed" status occupied second majority of 19% (2010) while labor/worker/employee was 29% (2010).Then, for Informal work force, the status "without family", meaning working in domestic sector without working bond, also occupied the second place with 18% (2010).Next, the prevalence of infant with low body weight or malnutrition decreased from the baseline of 31% (1989) to 18% (2010).This indicator can be further detailed with the prevalence of infant with malnutrition from the baseline of 7. 2% (1989) to 4.9% (2010), and the prevalence of infant with low nutrition intake from the baseline of 23% (1989) to 13% (2007)(2008)(2009)(2010).The proportion of people with calorie intake under minimum consumption is divided into people with consumption lower than 1400 kcal/capita/day decreased from the baseline of 17% (1990) to 14.6% (2011), while people with consumption lower than 2000 kcal/capita/ day increased from the baseline of 54% (1990) to 60% (2011).In this Realization Report for MDGs 1, for some indicators, in 20 year period, there are improvements (increase or decrease) with less than 5% percentage.
Achieving primary education for all is the second MDGs (MDGs 2).The Real Participation Number (APM) of elementary school increased from the baseline of 88. 7% (1992) to 95.5% (2011).The proportion of first year students, able to finish elementary school increased from the baseline of 62% (1990) to 96.6% (2011).Then, the number of literate people for age group 15-24 year indicator, female and male, slightly increased from the baseline of 96.6% (1990) to 98.78% (2011).From these realization data, it can be observed that MDGs 2 performance is quite well, particularly for the proportion of elementary student able to finish school indicator.
The third goal of MDGs (MDGs 3) speaks about Urging Gender Equality and Women Empowerment.The first indicator is APM ratio of women to men at Elementary School (Sekolah Dasar -SD) level decreased from the baseline of 100.27% (1993) to 98.8% (2011).At Junior High School (Sekolah Menengah Pertama -SMP) level it increased from the baseline of 99. 86% (1993) to 103.45% (2011), while at Senior High School (Sekolah Menengah Atas -SMA) level, from the baseline of 93.67% (1993) to 101.4% (2011).A significant increase occurred at college level, from the baseline of 74% (1993) to 97.8% (2011).Concerning the ratio of literate women to men for age group 15-24 year it slightly rose from the baseline of 98.4% (1993) to 99.9% (2011), indicating equality of education access.Then, the contribution of women in employment in non-agricultural sector rose from the baseline of 29.24% (1990) into 36.67% (2011).Next, the participation of women as representatives in House of Representatives (Dewan Perwakilan Rakyat -DPR) rose from the baseline of 12. 5% (1990) to 18.4% (2011).In general, the participation of women in public sector can be considered increased.
Lowering the number of child mortality is the fourth goal of MDGs (MDGs 4).MDGs 4 realization can be viewed from four indicators.First, the number of child mortality per 1000 live birth declined from the baseline of 97 infants (1991) to 44 infants (2007).Second indicator is the number of infant mortality per a thousand live birth, from the baseline of 68 babies (2001) to 34 babies (2007).Next, the number of neonatal mortality per 1000 live birth declined from the baseline of 32 babies (1991) to 19 babies (2007).Last, the percentage of the first year infant getting measles shot rose from the baseline of 44.5% (1991) to 87.3% (2011).
The fifth MDGs (MDGs 5) is improving maternal health, viewed by six indicators.The number of maternal mortality per 100,000 of live-birth declined from the baseline of 390 person (1991) to 228 person (2007).Then, the proportion of deliveries with assistance by trained medical officer rose from the baseline of 40.7% (1992) to 81.2% (2011).To reach the access to reproductive health for all in 2015, a sub-indicator is used on the usage of contraceptive devices by married women at 15-49 year age-group in all methods rose from the baseline of 49.7% (1991) to 61.34% (2011).Meanwhile, the usage of modern contraceptive devices in the same population increased from the baseline of 47.1% (1991) to 60.4% (2011).The number of teenage deliveries per 1000 women at 15-19 year age-group decreased from the baseline of 67 person (1991) to 35 person (2007).The next indicator is antenatal service coverage, at least one visit, from the baseline of 75% (1991) to 82.7% (2010), while four visits from the baseline of 56% (1991) to 61.4% (2010).In long term there was an increase, although in short term there was a fluctuation: for one visit once it reached 93.3% ( 2007) and four visits it reached 81.5% (2007).The last indicator for MDGs 5 is the unfulfilled need for contraceptive devices, from the baseline of 12.7% (1991) decreasing to 9.1% (2007).
To combat HIV/AIDS, malaria and other contagious diseases is what written in the sixth MDGs (MDGs 6), with the main focus on controlling.The realization of MDGs 6 is viewed through ten indicators.The prevalence of people with HIV/AIDS from total population rose from the baseline of 0.2% (2009) to 0.3% (2011), although the target decreased.The usage of condom for high risk sexual intercourse, among women increased from the baseline of 10.3% (2007) to 35% (2011), while among men decreased from the baseline of 18.4% (2007) into 14% (2011).Then, the proportion of citizen at 15-24 year age-group with comprehensive understanding of HIV/ AIDS is divided into several categories.For married women category, the single data shows about 95% (2007) understanding, while for married men only about 14.7% (2007).Then, for unmarried women category, it shows 11.9% (2010) understanding, while for unmarried men 15.4% (2010).The next indicator concerns with the proportion of people infected by prolonged HIV/AIDS having access to antiretroviral, from the baseline of 34.9% (2009) to 84.1% (2011).
MDGs 6 also covers occurrence of and death by malaria which is divided into three sub-indicators: first, concerning death by malaria per 1000 population, it declined from the baseline of 5 people (1990) to 2 people (2009).The number of malaria occurrence in Java and Bali slightly rose from the baseline of 0.17 (1990) to 0.16 (2008), while for outside Java and Bali declined from the baseline of 24. 1 (1990) to 17,7 (2008).The proportion of infant sleeping under insecticide mosquito net rose from the baseline of 7.7% (2007) to 16% (2010).The proportion of infant with fever, cured with the right malaria medicine, was reported to have different data for the same year, about 21.9% in 2010 report and 34.7% in 2011 report.
The indicator of MDGs 6 achievement is also viewed from the prevalence and mortality rate caused by tuberculosis.The number of tuberculosis occurrence (all cases/10,000 population/year) declined from the baseline of 343 people (2000) (2000) to 91% (2009).
The goal of MDGs seven (MDGs 7) is assuring environmental sustainability, whose achievement is viewed through ten variables.Based on the ratio of forestcovered area gained from satellite image photography and sky photography survey on the land area, it fell from the baseline of 59. 97% (1990) to 52.43% (2008), whereas the target was to increase.The number of carbon dioxide emission (CO2) rose from 1,416,074 GgCO2e (2000) to 1,711,626 GgCO2e (2008), whereas the target is to decrease.Similarly for the indicator of primary energy consumption number (per capita), it increased from 2.64 BOE (Barrel of Oil Equivalent) (1991) to 4.95 BOE (2010), although the target is to decrease.The intensity of energy (unit: BOE (Barrel of Oil Equivalent)/USD 1,000) decreased from the baseline of 5.28 (1991) to 2.1 (2008), whereas it should be increased.Elasticity of energy rose from the baseline of 0.98 (1990) to 1.6 (2010).The performance of mixture for recyclable energy is quite well with an increase from the baseline of 3.5% (2000) to 5 (2010).Meanwhile, the number of ozone destroying substances consumption declined from the baseline of 8,332 metric ton (1992) to 0 (2009).
The proportion of fish catching within biologically safe border with acceptable threshold of 80%, and baseline 66% (1998) went over the acceptable threshold to 91.83% (2008).The ratio of area protected to keep biodiversity preservation on the forest area did not change with similar realization with the baseline of 26.4 (1991-2008), while the MDGs target is an increase.The ratio of preserved water area to total territorial water area rose from the baseline of 0.14% (1991) reaching 4.35% (2009).
Next, the proportion of households with sustained access to proper drinking water, in city area from the baseline of 50.58% (1993) decreased to 49.82% (2009), with the target to increase it up to 75%.Meanwhile, in rural area from the baseline of 31.6% (1993), it showed good performance with an increase to 45.7% (2009), although it is still far from target of 65.8%.The proportion of households with sustained access to proper sanitation, in city area rose from the baseline of 53.6% (1993) to 69.5% (2009), while in rural area from the baseline of 11.1% (1993) to 33.96% (2009).There was an increase although it is still far from the realization target.The last indicator for MDGs 7, the proportion of city slum households from the baseline of 20.75% (1993) decreased to 12.12% (2009).
MDGs eight (MDGs 8) focuses on expanding global partnership for development.The first realization indicator is concerned with economic transparency, ratio of export and import to GDP, fell from the baseline of 41.6% (1990) to 39.5% (2009), whereas the target is an increase.The ratio of loan to savings in public bank skyrocketed from the baseline 45.8% (2000) to 72.8% (2009).The ratio of loan to savings in Public Credit Bank gradually rose from the baseline of 101.3% (2003) to 109% (2009).Then, the ratio of foreign loan to GDP showed good performance with a decrease from the baseline of 24.59% (1996) to 10.89% (2009).The ratio of foreign basic debt and interest payment to export yield income (DSR) declined from the baseline of 51% (1996) to 22% (2009), whereas the target is to decrease.The last indicator mentioned is cooperation with private sector in employing new technology, primarily in information and communication.This is viewed through four subindicators: first, the proportion of population with PSTN (density of telephone facility per population) net, from the baseline of 4.02% ( 2004) decreased to 3.65% ( 2009), whereas there should be an increase.The proportion of population with cellular phone dramatically rose from the baseline of 14.79% ( 2004) to 82.41% (2009), in line with its realization plan.Single data are available for the proportion of households with internet access of about 11.51% ( 2009) with the realization target of 50%, while households with personal computer possession are still a few with the realization number of 8.32% (2009).
MDGs realization in Indonesia depends on the realization of governmental order, effective partnership in society, and implementation of comprehensive approach for pro low economy people's development.This is started by improving public services, improving coordination among stakeholders, allocating more effective resources, and decentralization to reduce imbalance and empower population in various parts of Indonesia (Bappenas, 2010).Acceleration steps of MDGs realization are affirmed by Presidential Instruction (Inpres) No.3 year 2010 on Equitable Development Program.Two points of the Presidential Instruction that become fundamental are "Governmental and private partnership in social sector, primarily in education and health will be developed to improve financing sources in supporting MDGs goal realization" and "Mechanism for expansion of CSR (corporate social responsibility) will be strengthened in order to support MDGs realization".

RESEARCH METHODS
The focus of this study is the mapping of corporate social responsibility (CSR) implementation by research subject companies.The research is aimed at mapping the synergy between companies CSR activities and the goals covered in Millennium Development Goals (MDGs).The research employs qualitative approach.Primary data was collected through interview and document study.Documents used as research sources are CSR activity reports from 2009 to 2011 period from research subject companies.The criteria for research subject selection are companies with highest assets, turnovers, net profit, NPM (net profit margin), ROA (return on asset) and ROE (return on equity) based on IDX (Indonesia Stock Exchange) Statistics 2010 published in SWA Magazine (2010).From fifteen target companies, participation was obtained from ten of them, namely LSM that does its business in agricultural sector; IDF, doing business in food industry, both up and downstream; AST, an automotive manufacturer; MDR, doing business in banking sector; SMP, doing business in additive consumption industry; UNL, a manufacturer of daily product, both up and downstream.ADR is a mining company.Then, there is MRK, one of chemical companies.PLI, a company doing business in property, and the last one is CPH, running a farming business, both up and downstream.The data sourced from documents are activity reports and pictures.These data are then quantified based on CSR activities according to Kotler & Lee and eight MDGs goals.
Interviews were conducted to obtain companies' understanding on CSR activities, planning process primarily concerning things considered in CSR activity formulating and its implementation, and also companies' understanding of MDGs.Data processing includes categorizing and editing, then they are systematically compiled in tables to facilitate writing and interpreting (Table 13).The analyzing process employs triangulation technique, whereas the data collected from documents are verified in interviews.Therefore, data reliability and validity can be achieved.Meanwhile, triangulation is used to photograph data and field occurrences so that information collected are close to reality.In qualitative research, the goodness of quality criteria, according to Guba and Lincoln in Parallel of Foundation Criteria (Hidayat, 2002), implemented in this research are credibility or authenticity and dependability.Credibility or authenticity is where discoveries of the research explained are authentic pictures of research materials procured.Then, the dependability is procured by conducting research consistently, both in perspective and method.

RESULT AND DISCUSSION
Social duty was first understood as an involvement in social activities to obey economic and legal obligation.This idea is the foundation of Classic Perspective (Shareholder Theory) stating that companies conduct social responsibility to maximize profit.According to Milton Friedman, when companies allocate budget for social responsibility, the burden is borne by consumer through higher price or by share holders by smaller dividend.Meanwhile, Socioeconomic Perspective states that social responsibility aims more than profit, including protection and improvement of social welfare.The implementation can have social responsiveness pattern, conducting social responsibility activities as the answer to social needs of the public, or social responsibility pattern, demanding to ethically develop the public (Robbins & Coulter, 2012).
In the initial concept, social responsibility according to Howard R. Bowen in the 1930s in Nugroho and Wahyudi is termed as "refer [ing] to the obligations of businessmen to pursue those policies, to make decisions, or to follow those lines of action which are desirable in term of the objectives and values of our society".In the same article, based on the results of survey conducted by Opinion Research Corporation, the Committee for Economic Development (CED) defines social responsibility in three circles: (1) Inner circle, stating that the basic responsibility of companies is making various efficient decisions for economic functions -product, work and development.(2) Middle circle, stating that in determining their business decisions, companies must be sensitive to social changes and public priority.
(3).Outer circle, stating that corporate responsibility also includes activities to restore social environment (Nugroho & Wahyudi, 2006).Caroll in the article "A Three Dimensional Conceptual Model of Corporate Social Performance" states that companies have four principal responsibilities in doing their business, namely (1) Economic responsibility, (2) Legal responsibility, (3) Ethical responsibility, and (4) Insight responsibility.This concept becomes the builder of corporate social responsibility pyramid.
Social responsibility concept has gone through various developments such as corporate social responsiveness, corporate social performance, public policy, business ethics, and stakeholder management.The most recent developments are corporate citizenship and corporate sustainability.The term that becomes popular is corporate social responsibility (CSR).Garriga & Mele in the article "Corporate Social Responsibility Theory: Mapping the Theory" remark that CSR focuses on four primary aspects, namely (1) Aiming at gaining sustainable profit, (2) Using business power responsibly, (3) Integrating social need, and (4) Contributing to public by doing ethical things.
Therefore, the next concept development orientation is Stakeholder Theory which states that company management must balance various different needs from those whose lives are affected by company activity, so the owner is not the only consideration (Lawrence in Efferin, 2006).CSR definition according to Lawrence is a "form of company's responsibility to all activities affecting others, public and environment".Companies need to identify principal stakeholders and discover the needs of each stakeholder in order to take a precise or ethical business policy.Stakeholders can be limited to include "those who have obvious role, strong or weak, and have legitimate claim to declare that their needs are also served by the business (Kaler in Efferin, 2006) The first type, Cause Promotions (CPro) as an activity to promote social problems to create awareness and concerns over social issues.The types of activity that can be taken according to Cone Communication ( 2014) are (1) Proud-Supporter -when companies donate for an issue/non-profit organization without relating it to product or consumer activity.(2) Donation-with-Purchase is a type often used, when donation is collected through product packages sold during certain period, with various units of percentage or nominal.(3) Donation-with-Label or Coupon Redemption, the source of donation is not sale but after sale action, such as collecting toothpaste empty boxes.(4) Donationwith-Online Activation is similar to the third type, but is conducted on line.(5) Donation-with-Consumer Action is no sale donation method, but special behavior for consumer, such as viral prize giving or package designing.( 6) Dual-Incentive-Method is when companies provide incentive/ donation each time consumer donates.( 7) Consumer-Pledge-Drives, when companies allocate donation for every consumer who promises and supports certain social issues or non-profit organization.(8) Buy One, Give One (BOGO) Method is when companies' donation is declared through similar social effect, for example, buying a pair of shoes means donating a pair of shoes.(9) Consumer-Directed Donation, here consumer can decide where and how companies donation is allocated, and (10) Volunteerism Rally, when consumer is urged to allocate some times in support of certain social issue.As reward for volunteering, consumer gets companies product/service.
Cause-related Marketing (CRM) program involves offerings during certain period, in relation to specific product of companies, when the entire activity gives profit for companies partner organization/non-profit organization (Anghel, Grigore, Rosca in Devi & Gupta, 2014).The activity is conducted in partnership within marketing promotion corridor.Types of activity are (1) Product Sales, when companies sell specific product and some parts of the profit are allocated for social activities.(2) Purchase Plus, often practiced in convenience store, when shop persuades buyer to donate changes.This is practiced by UNICEF through Indomart and Alfamart.(3) Licensing the nonprofit's Logo, Brand and Assets.This is practiced by showing logo of non-profit organization in all promotion products and materials (mugs, T-shirts, etc.).This presentation declares that the company supports the movement contrived by nonprofit organization.(4) Co-branded events & programs is of a deeper involvement, when companies directly involve in an event/program conducted by non-profit organization, both in the form of appointing employees for the event or using resources (laboratory, workshop or warehouse, etc.) to support the social activity.( 5) Social or Public Service Marketing Program, when companies use their marketing program to support change of behavior.
According to Nancy Lee (2012), Corporate Social Marketing (CSM) is companies' commitment to use their resources to develop or implement behavior change campaign, in relation to the improvement of public health, security, environment or public welfare.The focus and goals of corporate social marketing are beneficial change of behavior; the improvement is conducted to touch individual, public and companies.To optimize the benefit, corporate social marketing campaign should be directed towards behavior connected to one or more of companies' product/service.This understanding is constructed from interpretation of social marketing definition as the use of marketing principles and techniques to influence target audience to voluntarily accept, refuse, change or leave a behavior for the interest of individual, group or the entire public (Kotler, Roberto & Lee, 2002).CSM makes marketing mixture more efficient by adding the four P, namely publics, partnership, policy and purse strings.Public is related to external and internal groups involved in the program, whether primary audience, secondary audience, policy maker or gatekeeper.Partnership concerns with other organization in public that has similar goal or can collaborate.Social and medical issues are often so complex that they are hard to handle by a single institution.Behavior change is long termed.Changes achieved in short term need to be nurtured and preserved to make them settled.It would take an adaptation of policy to perpetuate the beneficial behavior.Here, Policy plays its role.Purse strings concerns with financing CSM activities; sources of fund usually gained for CSM are charitable foundation, government grant and donation from the donors (Weinreich, 2006).
The next type is Corporate Philanthropy (CPhil), a straight donation or contribution to a social issue.It can take the form of cash, lending of physical facilities, area, service or commercial financing support.Often, employees are asked to allocate some working hours for social activities (Kotler & Lee, 2005).Related to employees, corporate philanthropy can conceptually overlap the next type, namely Community Volunteering (CV).Kotler suggests community volunteering as an attempt to urge members or partners of organization to allocate time and contribute to public.In development, companies motivating employees for social work find that the rate of employees' turnover decreased.The research concerning this indicates that 80% of employees declare that volunteer activities improve social cohesion with colleagues and initiate growth of new skills (Fritz, 2014).
The last type is Social Responsible Business Practice (SRBP), concerning the investment of organization resources to support social activities and protect environment.The concern over social issues is synergized with company's operation; hence during operation, the company immediately performs social responsibility.Responsible business practice is said to attract employee candidates.Previous studies state that companies possessing social responsibility are more attractive for job seekers (Burbano, Mamer, Snyder, 2014).Albinger and Freeman in the same text also state that job seekers when given various job alternatives, prefer to work at companies that are socially responsible.
From six types of CSR activities mentioned above, CPro, CRM and CSM can be said to be heavily connected to product marketing activities from company or company's identity.CPhil as direct donation or contribution is the most familiar type.CPhil is conducted with company's funds, so the spirit is to reduce company profit to be dedicated for social and environmental interest.SRBP can be considered as ideal CSR type, whereas social and environmental responsibility activities are integrated or blended with company's business process.When the company conducts processes to reach the goals, immediately social and environmental responsibility activities become a certainty.
CSR phenomenon becomes a new lighthouse for companies, so that many companies from various scales try to implement CSR practice.One of the stimulants is reputation risk.There was a case where companies tried to change the image by forming Public Concern Program.A research conducted by Business for Social Responsibility in the US in 2002 proclaims that 90% of respondents want companies to not just focus on profit.Even 20% of respondents said that they will not buy or use products from companies that are not socially responsible.Furthermore, research by Ernst & Young 2002 elicits ten main reasons why companies implementing CSR, namely (1) As the right thing to do, (2) Reputation or image, (3) Improving business performance, (4) Building trust from stakeholder, (5) Pressure from stakeholder, (6) Competitive advantage, (7) Pressure from investor, (8) Public relation, (9) improve relation with investor, and last because (10) Peer pressure (Nugroho & Atmoko, 2006).Tuban & Greening in their research find that the performance of social responsibility improves company's reputation (Gardberg & Fomburn, 2006).In the same text, Hall added that company's reputation, personal or organizational network, social asset, trust and legitimacy (right to exist and operate) are included in intangible assets.
Those ten reasons are not surprising.As Parson's CSR approach, elaborated by Garriga & Mele (2004), clarify: there are four motives initiating companies to participate in CSR.The first is instrumental theory, where CSR is conducted to gain profit.CSR as a device to create welfare focuses on economic responsibility.Social activity is only conducted if it brings economic benefit.The second one is termed political theory, concerns with company's social power in public view.Companies accept social duties and contributes in social collaboration.The term of citizenship is often mentioned in this political theory concept, depicting that a company belongs to public, and it becomes a consideration in the company's daily activities.Basically, a company has political responsibility and needs to fulfill its obligation-although not directly-to public.The third one is integrative theory, stating that organizations synergize social demands in CSR strategies.The bottom idea is that a company can exist because of public, so it needs public support to be able to grow and develop.A company needs to operate in line with social values in public, notices various stakeholders, so that it always gets support.Last, companies implement CSR because of ethical theory, which is an acceptance of social responsibility.The bottom idea is "the right thing to do or necessity to achieve a good society".A company participates in CSR program only because it feels obliged to create a better society.Human rights and sustainable development are the main topics that have direct impact in the society (Garriga & Mele, 2004).
Company and state are entities within a nation-state scope, having their own interests.Companies perform corporate social responsibility (CSR) in all types and coverage.In Indonesia, the legal umbrella for social and environmental responsibility of Limited Liability Company is initiated by Law No.22 year 2001 on Petroleum and Natural Gas, embodied in the working agreement, with one of its main points indicating the development of surrounding society and guaranteeing indigenous people's rights, and further, taking the responsibility in developing local environment and society.Then,Law No. 25  Everything conducted must be efficient or beneficial; this is the relation between company and community, concerning CSR in instrumental theory.CSR activity is company's action towards public, both around business location and wider.The identification of activity is part of intangible assets which is then accumulated into company's social asset.A company with a high social asset will get support and trust both in brand (product) and company level.The country takes advantage from company's CSR activities since its operation and responsibility on public welfare is backed up or shared by corporate existence.On the other side, this is the proof of political theory, where a company belongs to public, by considering the public in its policy, mainly CSR policy.The accumulation of reputation as social asset becomes the pillar which supports company in its growth and development, in compliance with the basic assumption of integrative theory.Figure 1.Theoretical Construction describes the inter-conceptual relation as the basic idea of this study.
This research focuses on the CSR activities mapping of the companies chosen as research subject, where business organization's CSR activities become the main focus.The research subject is companies owning highest assets, turnover, net profit, net profit margin, return on asset and return on equity according to IDX Statistic 2010 (SWA Magazine, 2010).These criteria are determined with an understanding that only business sector possessing resources, scope and motivation can reach continuity and sustainability.In fact, according to Zadek, at present half of the world's economic power is contributed by corporations (Adams, Frost, Webber, 2004).
The research was initiated by the identification of secondary data, namely data of CSR activities from each company as the research object in 2009 to 2011 period.The results of secondary data processing are as follow: the data of CSR activities performed by each company of research subject are consecutively put side by side with the suitable goal of MDG.The number included here is connected to the number of variations or types of activity title, not to the frequency or how often the activity is performed.
It can be observed in

Table 1. Synergy Between CSR and MDG of LSM Company
For AST company (Table 2), MDG 1 (eradicating poverty) and MDG 2 (education) are implemented every year, although the titles are variably altered.In the three year period, AST performed activities in compliance with seven MDGs goals, except MDG 6 goal (eradicating HIV/AIDS, malaria and other contagious diseases).The categories of CSR activities performed by AST in 2009 are quite comprehensive, started from the ones spreading knowledge (awareness) in CPro and CRM, donating in CPhil and CV and synergy with the organization's operation in SRBP.In the following year (2010) there was a decrease of intensity for SRBP category, and in 2011, the type of activity performed was only focused on CPhil.AST company's pattern seems to decline year by year.
Contrary to previous three companies, MDR (Table 4) gave concerns over MDG 6 (eradicating HIV/AIDS, malaria and other contagious diseases) through activity implementation every year.Year by year, the MDG goals it concerns with also increased, except for MDG      Based on the clarification of data in previous table, Table 11 summarizes the entire data and gets a description that the MDGs target performed a lot year by year is concerned with MDG 1 (poverty), MDG 2 (education) and MDG 7 (environment).Meanwhile, the types of CSR activity with highest implementation frequency is Corporate Philanthropy, which from 2009 to 2010 increased almost a hundred percent.In Table 12, the type of CSR most often performed is Social Responsible Business Practice.By integrating company's operation with CSR activity, CSR practice occurs immediately since it is included in the working system.Then, the third largest is Cause Promotions, since for consumption products, Cause Promotion is relatively easier to implement.
As part of triangulation process, interviews were conducted with CSR practitioner from research subject companies.The interviews are aimed at clarifying company's understanding of CSR activity, comprehending CSR activity planning process and things to be considered in CSR activity.According to the Government Regulation No.47 year 2012, concerning the mechanism of social and environmental responsibility implementation, CSR is performed by the Board of Directors and portrayed in annual work plan.This is the sign of company's commitment that the performed CSR activity is programmed and proactive, instead of reactive.
Instrumental Theory remarks that CSR is performed to gain benefit.According to interviews, the benefit gained by companies are closeness with public, partiality to company products, security of business process and asset, and the view as more humane company-instead of high profile.These benefits are those gained from the side of community or surrounding society.Stakeholder theory states that company management must balance various different interests from those whose lives are affected by company activities.In this matter, there is a government interest as stakeholder that compels company's contribution to serve public.However, this contribution is implemented with legal mechanism.Company itself utilizes CSR commitment in various types of CSR activity categories, the three categories of which, on the contrary, make the company capitalizes its value, both financially and socially.Cause Promotion and Cause-Related Marketing are concepts of CSR implementation which concurrently push the capitalization of value.As paradox, public potentially appraises these ways as just marketing interest, not concern.
Integrative Theory states that organizations synergize social demands into their CSR strategies.The basic idea is that a company can exist because of public, so it needs public support to be able to grow and develop.Social demand of public is company participation for mainstreaming MDGs goals in its CSR activity implementation.Observation on the maps of CSR and MDGs synergy from ten companies shows that companies' understanding towards MDG goals is still minimum.In interviews, informants said they just knew about MDG concept in the last two years.Then, it seems that the pattern emerged is MDG 1 (eradicating poverty), commonly interpreted as conferring basic commodities, conferring direct capital and training, or market access for small and medium business.Further, the goal of MDG 2 (education) is interpreted as furnishing school facilities, conferring training for teachers, improving nutrition and health of students so that the attendance rate at school is high.Others interpreted it as various scholarship schemes.The next MDG goal often implemented is MDG 7 (environmental sustainability), haphazardly interpreted as planting trees and cleaning up surroundings.However, there are companies interpreting it more advanced by implementing access to alternative energy, conservation of biodiversity and germplasm.
Political theory concerns with company's social power in public view.Companies accept social duties and contributes in social collaboration.The term of citizenship is often mentioned in this political theory context, depicting a company as public belonging, and considering public in its daily activities.The results of the interviews reveal that CSR is understood as business continuity, whereas community as business keeper, and through CSR, the harmony between company and public is kept.Company's commitment to this social power is planned in annual work plan, as mandated by the Government Regulation year 2012; there is also special division or supplemental job description to ensure that CSR activity is performed.By employing political theory perspective, a company makes sure that CSR activity is immediately performed, with SRBP as the most appropriate CSR activity category.A company shows ethical behavior and supports social and environmental interest in daily business process.CV can also fulfill the need of companies for social power.A company, however, comprises of individuals or people, the same as public community comprises of people.CV allows interaction and inter-individual closeness between different sides.

CONCLUSION
The way to synergize the state and companies to improve the quality of public and environment has been formed.Everything needed has been in its place, the next thing required is good will by each party to coordinate and collaborate.Companies can contribute more optimally by suitable incentive mechanism.Nevertheless, profit or benefit as the initial motivation for company's existence must be seen as a driving force for company to contribute more to people (public) and the planet (environment).
Of course, government cannot delegate the great work known as MDGs to companies/private sector alone.Government needs to provide sufficient education concerning MDG, first to government apparatus in the fields, and second to company's officials, particularly for companies having direct contact with MDGs goals, such as mining, pharmaceutical, health or educational sectors.Then, it would take periodic monitoring to MDGs realization, so that government can immediately fill and perform its function when there is MDG goals sidelined.In this matter, MDG 6 goal stating "eradicating HIV/AIDS, malaria and other contagious diseases" gets less concern in CSR activity by those companies.
The types of CSR activities performed should as much as possible possess "sustainable" dimension.CSR activities needs escalation of sustainability level, so that in long term they can provide positive behavior change or significant social, economic and environmental improvement.From the six types of CSR activities, the types concerned with marketing (CPro, CRM, CSM) and business process (SRBP) are said to be potentially perpetual.Meanwhile, CPhil which is primarily implemented is the type of activity without sustainability aspect in long term.
. Stakeholders according to Dan et al. (2007) include consumers, employees, shareholders, communities, media, government, and financial institutions.
Comply with the provisions on environmental quality standards and/or criteria.As the implementation of Law No.32 year 2009, the Government Regulation No.47 Year 2012 on Social and Environmental Responsibility of Limited Liability Company is published, stipulating that social and environmental responsibility is performed by the Board of Directors based on annual work plan of the company.

Table 7 . Synergy Between CSR and MDG of ADR Company
The categories of performed CSR activity types are clustered in CPhil and SRBP types.Next, in Table 6, UNL is depicted as having concern over all MDG goals, although there are only one

Table 12 . The Recapitulation of Implementation Based on Types of CSR Activity
The variation of activity titles revolves from one to three for each MDG goal.According to the data recapitulation, ADR seems to intensify CSR activities on CPro and Cphil types.Below is consecutively Table8, Table9and Table10as the maps of synergy of CSR activity and MDG from companies of MRK, PLI and CPH, depicting almost identical patterns, where the companies concern more on MDG 1 (eradicating poverty) and MDG 2 (education).Compatibility with other MDG goals is caused more by its industrial sector.As pharmacy company, MRK feels capable to contribute more in MDG 4 (child mortality) and MDG 5 (maternal health).The selection of CSR activity categories is clustered in Cphil type.