Strategic Direction

Purpose – Looks at the CSR efforts of a variety of organizations in order to illustrate which approaches are the most effective for both the business and wider society.

Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments.

Findings – Whether you like it or not, if you run a company of considerable size there is little chance that you have managed to avoid the issue of corporate social responsibility (CSR). Executives are increasingly aware that they are expected to offer some sort of benefit to the wider world: newspaper articles, academic papers, the activities of their peers and the public all tell them so. Many now worry that if their company is not seen to be making environmentally and morally aware social contributions as part of their day to day operations then they will lose their customers and risk their reputations. But recognising the demand and fulfilling it are two different things.

Practical implications – Research into a wider variety of industries and a future reassessment of how current CSR initiatives have performed would further increase knowledge and guideless for success in this area.

Originality/value – Offers advice and illustrative examples on CSR policy that will be useful to any company considering its own approach.