Motivations for corporate social and environmental responsibility: A case study of Scandinavian Airlines

Abstract

The term corporate social and environmental responsibility (CSER) is gaining popularity with some studies attempting to escape narrow definitions of corporate responsibility. This paper aims to develop a model that illustrates how various external, sector-specific and internal influences for CSER are interpreted, and then shaped into action at the level of the firm. Using an in-depth case study approach, this model is then applied to one firm — Scandinavian Airlines (SAS). Developing an understanding of the figurative black box of SAS's motivations contributes to unlocking the reasons why corporations are choosing (or not) to commit to CSER. If these reasons are known, they can be used to develop appropriate mechanisms to ensure that CSER is an important aspect of a company's decision-making regime. Findings of the case study provide further evidence that motivations cannot be looked at in isolation of sectoral and cultural contexts. Secondly, it was seen how catalysts — the lens through which a firm sees and interprets motivations — can have an important impact in its level of commitment to CSER.