ABSTRACT
This chapter seeks to develop a couple of key themes and insights and identifies how to view corporate social responsibility (CSR) strategically. To move beyond such approaches and to view CSR strategically, firms should consider five key aspects: the social issues perspective; strategic issues; industry context; issues prioritisation; and strategic actions. According to Porter and Kramer, virtually all value chain activities can be viewed in light of issues related to social responsibility. The chapter develops mini case studies of three companies: Aveda; Herman Miller; and Toyota, to examine how the framework might be applied pragmatically. It also discusses the industry context and prioritisation of issues, and strategic actions such as market-based action, regulatory/standards-based action, and operational-based action, of the companies. The chapter describes that as firms seeks to move CSR from a peripheral to a core activity, they need to frame the effort from an issues perspective.
