Abstract
Sketching the evolution of corporate social responsibility (CSR) from decoupled corporate philanthropy through strategic CSR to efforts to mainstream CSR throughout the firm, this paper highlights considerable drawbacks of a narrow view of the business case for CSR. Hence it seeks to provide an alternative that is still linked to key business processes but avoids such a tight coupling. The paper argues that this can be achieved through anchoring CSR in the literature on innovation. A definition of innovative CSR is developed, which is operationalised as the 4Ps of Innovative CSR, a framework that consists of innovation in CSR project content, CSR processes, CSR positioning or CSR paradigm change. The paper proceeds to outline the benefits that approaching CSR from the innovation angle offers. Finally, areas are highlighted where the study of innovation can lead to a better understanding of both the nature of CSR and the challenges involved in managing it.
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