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The Government of India dramatically altered the dynamic between business and society when it introduced the Companies Act 2013, which mandated firms to expend at least 2 per cent of average net profits on corporate responsibility (CR) programmes. This reconfiguration of social value creation may serve as a template for a closer and participatory relationship between the private sector and government in emerging economies and beyond. This paper aims to analyse how CR expectations have taken shape in the print media in India. Specifically, the authors ask the following: What are the dimensions of CR expectations in mainstream Indian newspapers?, and Why, according to the newspaper narratives, do corporations have these responsibilities?

In this qualitative study, the authors randomly selected and analysed 50 per cent (n = 442) of the newspaper articles that dealt explicitly with CR. The articles appeared in the top five Indian English-language newspapers and the top two Hindi-language newspapers between 1 January and 31 December 2015. Using Content Configuration Analysis (CCA), the authors developed a typology of CR expectations and analysed their associated justifications. Finally, they used CCA to analyse how this typology and its justifications connect to the two main stakeholders: the business sector and government.

The analyses reveal how the introduction of the Companies Act 2013 had a major impact on CR expectations by explicitly and legally casting the business sector as the engine of social development. The authors were able to describe how contextual and cultural dimensions frame evolving interests and societal demands towards corporations, and how difficult it may be for corporations to fulfil CR expectations that are well beyond their core business and that reach domains usually pertaining to government.

This study contributes an empirical exploration of media discourse on contemporary CR expectations in India and its associated notions of social value creation, and how these are shaped by various cultural and contextual influences. The authors discuss how this novel approach to CR modifies the relations between business and society, and they reflect on the opportunities and limits of this model for other emerging economies, which struggle to formulate a symbiotic relationship between business and society.

This paper aims to present reasons why social classifications which use occupations should seek to adopt “specific” approaches which are tailored to the country, time period and gender of the subjects under study.

The relative motivations for adopting a specific approach to social classifications are discussed and theoretical perspectives on specificity and empirical evidence on the contribution of specific approaches are reviewed. Also the practical costs of implementing specific social classifications are evaluated, and the authors' development of the “GEODE” data service (grid‐enabled occupational data environment), which seeks to assist this process, is discussed.

Specific approaches make a non‐trivial difference to the conclusions drawn from analyses of occupation‐based social classifications. It is argued that the GEODE service has reduced the practical challenges of implementing specific measures.

There remain conceptual and pragmatic challenges in working with specific occupation‐based social classifications. Non‐specific (“universal”) measures are adequate for many purposes.

The paper argues that there are few excuses for ignoring specific occupation‐based social classifications.

The paper demonstrates that recent technological developments have shifted the balance in the long‐standing debate between universal and specific approaches to occupation‐based social classifications.