ABSTRACT
Corporate social responsibility (CSR) has increasingly become an important strategic management tool for companies. As such, companies have started to look at it as a creative opportunity to fundamentally strengthen their businesses while at the same time contributing to the betterment of society. They view CSR as central to their overall strategies, and in helping them to creatively address key business issues. This chapter discusses the focus of CSR activities in the past, and, more importantly, “Where and how should companies direct their focus in terms of CSR strategy in the future?” The challenge is how best can companies deploy their limited resources and efforts to maximise the benefits to their business stakeholders, as well as to society at large.
