ABSTRACT
In our conceptual paper, we describe three common approaches – project-oriented corporate social responsibility (CSR), quality-oriented CSR, and strategic CSR – based on a comprehensive literature review and selected cases. Opportunities for and threats to an individual company as well as to society are assessed. Furthermore, we identify a fourth approach based on organizational learning, which is, in our impression, the logical next step for companies willing to act in a responsible way. The Good: CSR is often seen as ‘doing good’. Businesses make donations to
civil society and environmental organizations, sponsor projects in developing countries, build solar power units, spend money on counselling for employees, etc. These projects are commonly perceived as ‘good’, and are thus easy to communicate to the general public. However, such projects remain peripheral and are in danger of being cancelled in times of crisis. The Bad: Many companies face severe problems when they are revealed to use
child labour in their supply chain, to be accountable for environmental disasters, or to ignore human rights. In such cases, consumers’ loyalty is quickly jeopardized, and even the license to operate can be endangered. CSR can therefore be seen as preventing ‘doing bad’. To help companies in implementing this approach, several standards, management systems, and checklists were developed. However, it is difficult to say to what extent a single company can be held accountable in a globalized economy. In addition, checklists and standards are often difficult to communicate to customers.
