Article | 11th QMOD Conference. Quality Management and Organizational Development Attaining Sustainability From Organizational Excellence to SustainAble Excellence; 20-22 August; 2008 in Helsingborg; Sweden | CSR: A Fresh Perspective and An Integrated Proposed Model

Title:
CSR: A Fresh Perspective and An Integrated Proposed Model
Author:
Mohamed Zairi: Juran Chair in TQM, Director of ECTQM, University of Bradford, UK
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Full text (pdf)
Year:
2008
Conference:
11th QMOD Conference. Quality Management and Organizational Development Attaining Sustainability From Organizational Excellence to SustainAble Excellence; 20-22 August; 2008 in Helsingborg; Sweden
Issue:
033
Article no.:
001
Pages:
1-26
No. of pages:
26
Publication type:
Abstract
Published:
2008-12-09
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press; Linköpings universitet


Purpose: As the debate on the merits and de-merits of Corporate Social Responsibility (CSR) rages on; it is clear that the existing business mindset has changed and the acceptance of a wider range of responsibilities for business is becoming more prevalent as a practice. There are pretentious arguments but also contentious issues that cannot be ignored in relation to CSR. The purpose of this paper is to examine the various schools of thought on CSR; to examine the arguments and logics presented and to try and enrich the current debate by presenting a new perspective.

Methodology/Approach: Through case study analysis; the paper focuses on the practices of two organisations often quoted as pioneers in CSR and examines the effectiveness of the models used by both BP and Starbucks. Findings The analysis of the two case studies involved has highlighted that CSR is a key driving force for modern competitiveness and acts as a catalyst for creating a competitive advantage.

Originality: This paper presents a fresh perspective which supports the notion that CSR has to make good business sense and the way to do so is have an integrated business perspective. Inspired by a description of CSR as ‚Äúan exploratory journey towards the identification and creation of common benefits which demands commitment; co-operation and clear-sightedness from all involved‚ÄĚ (Holme and Watts; 2000); the proposed model has been put together. The report published by The World Business Council for Sustainable Development specifically emphasises the importance of corporate values for driving the CSR agenda. The 5Cs in the proposed model are values-driven imperatives which will define what businesses must do; before evaluating what difference they must make.

Keywords: CSR; Triple Bottom Line; Sustainability; Business Performance; Proposed Model

11th QMOD Conference. Quality Management and Organizational Development Attaining Sustainability From Organizational Excellence to SustainAble Excellence; 20-22 August; 2008 in Helsingborg; Sweden

Author:
Mohamed Zairi
Title:
CSR: A Fresh Perspective and An Integrated Proposed Model
References:

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G.Pohle; J. Hittner (2008); Attaining Sustainable growth through Corporate Social responsibility; IBM Institute for Busienss Value; IBM; USA.


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GS Sustain; Goldman Sachs Global Investment Research; June 2007


Holme; R; Watts; P. (2000); Corporate Social Responsibility: making Good Business Sense; World Business Council for Sustainable Development; January 2000; Geneva. Switzerland (ISBN I 2-940240-078)


M. Friedman (1970); ‚ÄúThe Social Responsibility of Business is to Increase its Profits‚ÄĚ; The New York Times Magazine; September 13; 1970


MORI (2002); ‚ÄúThe Public‚Äôs View of Social Responsibility‚ÄĚ; Annual Corporate Social Responsibility study; Key Findings 2002 for BITC website; September 2002


Shaping the New Rules of Competition: UN Global Compact Participant Mirror; McKinsey & Company; July 2007


The Emergence of Total Responsibility Management Systems: J. Sainsbury’s (plc) Voluntary Responsibility Management Systems for Global Food Retail Supply Chain; Jennifer Leigh and Sandra Waddock; Business and Society Review 111; December 2006


Wayne; N; MacDonald; C. (2004); ‚ÄúGetting to the bottom of ‚Äėtriple bottom line‚Äô‚ÄĚ; Business Ethics Quarterly; 14; No 2 (2004): 245

11th QMOD Conference. Quality Management and Organizational Development Attaining Sustainability From Organizational Excellence to SustainAble Excellence; 20-22 August; 2008 in Helsingborg; Sweden

Author:
Mohamed Zairi
Title:
CSR: A Fresh Perspective and An Integrated Proposed Model
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