Examines what it means for corporate social responsibility (CSR) as “mainstreaming” means a company. Provided rather than a single “best practice”, stories of managers revealed that mainstreaming can be understood in terms of three different CSR orientations: the business case model, the syncretic stewardship model and the social values-led model. These different orientations and approaches to the implementation of CSR are the result of three interrelated factors: an “external market for virtue” … Read more »

Examines what it means for corporate social responsibility (CSR) as “mainstreaming” means a company. Provided rather than a single “best practice”, stories of managers revealed that mainstreaming can be understood in terms of three different CSR orientations: the business case model, the syncretic stewardship model and the social values-led model. These different orientations and approaches to the implementation of CSR are the result of three interrelated factors: an “external market for virtue”, a “single market for virtue”, and the established culture of the company. For business case and social values-led company, incentives can be developed that encourage them to the syncretic stewardship orientation that can represent well the sustainable dimension of CSR are tightened.
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from
Ida E. Berger,
Peggy H. Cunningham,
Minette E. Drumwright
Source: California Management Review
28 pages.
Release Date: 1 August 2007. Prod #: CMR375-PDF-ENG
Mainstreaming Corporate Social Responsibility: Development of markets for Virtue HBR case solution