ABSTRACT
This chapter describes and interprets the challenges and evolution of corporate social responsibility (CSR) in China. As the basis of CSR theory is nowadays clear in western societies, it decides to turn our attention to the case of China. The chapter examines the premise of a generational split in China. It shows that the post-’80s generation, known as the “ME generation,” the result of the one-child per family policy initiated by Deng Xiaoping in 1978, is often considered by older generations as individualistic and arrogant. The Association to Advance Collegiate Schools of Business guidelines emphasize the ethical dimension that must “ensure an understanding of business perspectives by including ethics, globalisation, the business world and demographic diversity”. While the teaching of ethical principles is well established in western business schools, especially in France, as are the issues of equality/discrimination/diversity advanced by Isabelle Barth and Christophe Falcoz, the chapter explores the situation in China.
