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Abstract
Corporate social responsibility (CSR) has been traditionally interpreted as the sum of practices, policies, and strategies linked with social and environmental benefits that corporations implement to serve multiple stakeholders’ interests simultaneously. The evolution of meanings and implications of traditional and contemporary interpretations of CSR, focuses on integrated CSR as a breakthrough approach to business, society, and environment. Several theories and trends that integrated CSR is rooted in are: stakeholder theory, ethics, value creation, and the increasing global call for sustainable growth and development, under both financial and ethical perspectives. Selected case studies will serve as empirical evidence of processes, practices, and strategic tools that can allow the integration of CSR into the company core business and will open avenues for further discussions and practical innovative developments in CSR strategy to both academics and practitioners.
Highlights
The broader implications of an integrated corporate social responsibility (CSR) approach call for further empirical and theoretical investigations to clarify the logic and provide a set of managerial implications for practitioners. The aim of this conceptual paper is to shed light on integrated CSR as an approach by 1) exploring the antecedents and discussing the evolutions and characterisations of residual versus integrated CSR approaches; 2) drawing a framework that can support the clarification of integrated CSR meanings and dimensions by exploring tools, actions, processes, and policies for integrated CSR; and 3) identifying some business cases where traces of such an approach are found in both strategic postures and actions
This study aimed to clarify the complexity of CSR by identifying different approaches within which companies can undertake CSR actions and design CSR projects
Based on an extensive literature review, the authors proposed a taxonomy of the antecedents and features of residual and integrated CSR approaches, highlighting the shift of contemporary CSR practices towards the latter logic
Summary
In the past three decades, stakeholders’ growing interests and more complex globalised business phenomena and relationships have pushed the development and integration of socially responsible practices within business organisations in various global and local industries as well as geographical contexts and business sizes (Brondoni, 2003, 2014; Jamali et al, 2009; Mosca & Civera, 2017; O’Riordan & Fairbrass, 2008; Surroca et al, 2013; Waddock et al, 2002). A stream of scholars includes CSR among the instrumental and utilitarian strategies or strategic activities that create competitive advantage and improve companies’ reputation and brand awareness among customers through communication (Alcaniz et al, 2010; Castaldo et al, 2009; Hur et al, 2014; Lantos, 2001; Luo & Bhattacharya, 2006; Porter & Kramer, 2006; Sen & Bhattacharya, 2001; Singh, 2016; Walsh et al, 2003) This residual CSR approach (Freeman et al, 2010) has been extensively criticised for being static and representing an achievement rather than an innovative and flexible process for continuous improvement (De Colle et al, 2014), to the point that CSR as such seems to have failed in its intent (Visser, 2012). The aim of this conceptual paper is to shed light on integrated CSR as an approach by 1) exploring the antecedents and discussing the evolutions and characterisations of residual versus integrated CSR approaches; 2) drawing a framework that can support the clarification of integrated CSR meanings and dimensions by exploring tools, actions, processes, and policies for integrated CSR; and 3) identifying some business cases where traces of such an approach are found in both strategic postures and actions
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