| Title | Mainstrearning corporate social responsibility: Developing markets for virtue |
|---|---|
| ID_Doc | 70095 |
| Authors | Berger, IE; Cunningham, PH; Drurmuright, ME |
| Title | Mainstrearning corporate social responsibility: Developing markets for virtue |
| Year | 2007 |
| Published | California Management Review, 49, 4 |
| Abstract | This article investigates what it means for corporate social responsibility (CSR) to be "mainstreamed" in a company. Rather than a single 'best practice,' narratives provided by managers revealed that mainstreaming can be understood in terms of three distinct CSR orientations: the business-case model, the syncretic stewardship model, and the social values-led model. These different orientations and approaches to mainstreaming CSR are the result of three inter-related factors: an "external market for virtue," an "internal market for virtue," and the established culture of the company. For business case and social values-led firms, incentives can be developed that encourage them to gravitate toward the syncretic stewardship orientation, which may well represent the most sustainable dimension of CSR. |
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