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Innovative CSR: a framework for anchoring corporate social responsibility in the innovation literature
journal contribution
posted on 2023-06-09, 03:04 authored by Lutz PreussSketching 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 CitizenshipISSN
1470-5001Publisher
Greenleaf PublishingExternal DOI
Volume
42Page range
17-33Department affiliated with
- Business and Management Publications
Full text available
- Yes
Peer reviewed?
- Yes