Keywords: Corporate strategy, Social responsibility, Roles, Stakeholders, Ethics
Abstract: Reviews the development of the corporate social responsibility (CSR) concept
and its four components: economic, legal, ethical and altruistic duties. Discusses different
perspectives on the proper role of business in society, from profit making to community
service provider. Suggests that much of the confusion and controversy over CSR stem
from a failure to distinguish among ethical, altruistic and strategic forms of CSR. On the
basis of a thorough examination of the arguments for and against altruistic CSR, concurs
with Milton Friedman that altruistic CSR is not a legitimate role of business. Proposes
that ethical CSR, grounded in the concept of ethical duties and responsibilities, is
mandatory. Concludes that strategic CSR is good for business and society. Advises that
marketing take a lead role in strategic CSR activities. Notes difficulties in CSR practice
and offers suggestions for marketers in planning for strategic CSR and for academic
researchers in further clarifying the boundaries of strategic CSR.
Introduction
It is no news that today's business organizations are expected to exhibit
ethical behavior and moral management. However, over the past half century
the bar has been steadily raised. Now, not only are firms expected to be
virtuous, but also they are being called to practice ``social responsibility'' or
``corporate citizenship''(Carroll, 2000, p. 187), accepting some
accountability for societal welfare. Marketers, as boundary spanners
responsible for the enterprise's dealings with various publics, have a primary
interest in, and should take a major role in, defining and implementing their
firm's social responsibility efforts. Unfortunately, too frequently marketers
still focus solely on their products and markets while neglecting the social
impact of their activities (Flores, 2001).
Perhaps this is because the concept of corporate social responsibility (CSR)
is a fuzzy one with unclear boundaries and debatable legitimacy.
Plagiarism detected
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