| Abstract |
For several decades, business has operated according to the tenets of neoclassical economic theory, where the primary obligation of corporations is to maximize profit for shareholders. However, the larger social mandate for business has changed, represented by the rise of language such as "sustainable development", "corporate social responsibility" (CSR) and "stakeholder groups." Nevertheless, the theoretical shift implied by the use of such language has not occurred. Issues of sustainable development and CSR continue to be justified in the terms of neoclassical economic theory through the rationalization of "doing well by doing good". Within this economic paradigm, CSR cannot move beyond enlightened self-interest (acting in socially responsible ways in order to further one's own ends) because all behavior must be justified economically. This implies that corporate socially responsible behavior will simply cease when it becomes uneconomic, regardless of the impact on interrelated systems which in turn will re-impact the business realm. Faced with bitter realities arising from complex interactions among social, political, cultural, economic and natural environments, we may better comprehend and negotiate these problems by moving out of a neoclassical economic justification of the stakeholder model of the corporation to an inter-systems model, shifting from a narrow comprehension of a single economic independent system analyzed apart from its larger context to a fuller understanding of business as one of a number of interrelated systems. Operational differences between the old and new mandates are described, and two ways to practically shift towards the new mandate are identified as a modified version of scenario planning and the introduction of the voice of the critic. |