Redefining Csr Essay

27455 WordsMar 21, 2012110 Pages
C O L L E C T I O N www.hbr.org Your company can do good—and still do well. Redefining Corporate Social Responsibility Included with this collection: 2 Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility by Michael E. Porter and Mark R. Kramer 18 The Competitive Advantage of Corporate Philanthropy by Michael E. Porter and Mark R. Kramer 34 The Path to Corporate Responsibility by Simon Zadek Product 1678 Collection Overview Many CSR efforts are little more than PR campaigns designed to promote corporate brands—by creating the appearance of being “good corporate citizens.” Result? CSR investments that deepen public cynicism and fail to generate real social change. Equally important, they’re not enabling companies to profit from their good works. CSR can solve social ills and give your company a competitive edge—if you approach it strategically. This Harvard Business Review OnPoint collection shows how. The key? Tackle social issues that you’re best equipped to resolve and that, if eradicated, would give you the greatest competitive advantage. Take Toyota. To address public concern about auto emissions, the company used its technical prowess to develop the hybrid-engine Prius. The car significantly reduces pollutants and has given Toyota an enviable lead over rivals in hybrid technology. The Articles 3 Article Summary 4 Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility by Michael E. Porter and Mark R. Kramer How to practice strategic CSR? First, determine how your company affects society. For example, do you provide safe working conditions and reasonable wages? Do your operations create environmental hazards? Do you have good relationships with universities? Then identify how society affects you. For example, do countries where you operate protect

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