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Innovative CSR: a framework for anchoring corporate social responsibility in the innovation literature

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journal contribution
posted on 2023-06-09, 03:04 authored by Lutz Preuss
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.

History

Publication status

  • Published

File Version

  • Published version

Journal

Journal of Corporate Citizenship

ISSN

1470-5001

Publisher

Greenleaf Publishing

Volume

42

Page range

17-33

Department affiliated with

  • Business and Management Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2016-09-22

First Open Access (FOA) Date

2016-09-22

First Compliant Deposit (FCD) Date

2016-09-22

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