| Title | A new direction for CSR: the shortcomings of previous CSR models and the rationale for a new model |
|---|---|
| ID_Doc | 71787 |
| Authors | Claydon, J |
| Title | A new direction for CSR: the shortcomings of previous CSR models and the rationale for a new model |
| Year | 2011 |
| Published | Social Responsibility Journal, 7.0, 3 |
| Abstract | Purpose - This paper aims to take the reader on a journey through the development of CSR since it first emerged in the 1940s, through to contemporary models of CSR. Design/methodology/approach - By drawing on existing CSR literature the achievements and gaps of CSR are demonstrated. The literature review focuses on a small selection of important CSR models, referencing the most iconic from the last few decades. Findings - Existing CSR models are critiqued as being insufficient in providing an adequate understanding of CSR. It is asserted that a more efficient model of CSR is required and a new model of CSR is proposed, which is more relevant to and reflective of the present day business environment. The model of "consumer-driven corporate responsibility'' (CDCR) is founded on the notion that consumer demand for CSR is both the most likely and the most effective driver for the implementation of CSR in a company. Research limitations/implications - As CSR is rapidly evolving, undoubtedly models will be created after this paper was written, that, for this reason, are out of the scope of this review. Practical implications - This paper provides an alternative, more comprehensive and more effective model of CSR, useful as a tool for academics and business leaders alike. Originality/value - As the model of CDCR focuses on the conditions under which companies are most likely to adopt CSR from both a descriptive and normative perspective, it is proposed as being a more suitable approach to CSR. |
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