Reputation reward for ethical firms: CSR adds to prestige – and the bottom line

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Unilever, which has been operating in Indonesia since 1933, has set itself three huge goals to achieve by 2020: halve the environmental footprint of its products; help more than a billion people to take action to improve their health and wellbeing; and source 100 percent of its agricultural raw materials in a sustainable way. Many companies in Indonesia have implemented various corporate social responsibility (CSR) programs, whether they are related to the business or not. The questions that arise are: “What differentiates community development, charity, and philanthropy from a CSR program?” and “Which of these can support company sustainability?”

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2011), "Reputation reward for ethical firms: CSR adds to prestige – and the bottom line", Strategic Direction, Vol. 27 No. 8, pp. 15-17. https://doi.org/10.1108/02580541111146821