ABSTRACT
This chapter highlights some of the key drivers of the agenda and explains why business is engaging more actively on corporate social responsibility (CSR). It offers practical advice in the form of 12 guiding principles which guide companies on their journey towards implementing CSR. The navigator emphasises that the vigour with which a particular company pursues its vision on CSR is specific to that company’s individual location—its geography, industrial sector—and should be tailored to what works best for the company. Community groups, regulators, non-governmental organisations and employees are all vital when addressing CSR. Reputation is part of the business case for investing in CSR, which provides the framework in which a company does, and is seen to be doing, the right thing for reasons other than immediate financial returns. Communications technology offers great potential for inclusion and education and new ways for companies to communicate their philosophies and accomplishments.
