Reputation and corporate responsibility

Abstract

In this paper the author tracks the rise of corporate social responsibility (CSR) as a concern and an ever‐growing factor in stakeholder expectations. Using MORI data from a range of stakeholder audiences, the author argues that CSR is now established as a fundamental addition to stakeholders’ criteria for judging companies, and calls for a reappraisal of companies’ brand and reputation management. As well as being a threat to companies’ reputation and prosperity, CSR also represents an opportunity, as a potential basis for renewed trust between business and its stakeholders.