Case #6: The long-term transformation of the concept of CSR: towards a more

comprehensive emphasis on sustainability

Background of the Case:

Corporate Social Responsibility (CSR) has been in the focus for several decades,
making it a natural object of reflection and review. Lately, a growing literature has
emphasized the long-term transformation of the concept. (Carroll, 2021; Idowu et
al., 2017; Latapí Agudelo et al., 2019; Matten & Moon, 2020; Windsor, 2021).
50 years after Milton Friedman’s provoking claim that the only responsibility for
business is to seek profit, a broader debate has emerged aligning CSR with an
increasingly comprehensive concept of sustainability.
Based on the analysis of the public debate, CSR has become a more
comprehensive term. From a long-term perspective, sustainability discourse has
emerged from a marginal position in the public debate to become a major factor in
setting the agenda for business policy and strategy.

Statement of the Problem:

The study focuses on public discourse, not academic discourse, the term CSR refers
to a wider set of discussions on social responsibility of business.
This has led to the somewhat paradoxical situation, the discussion on CSR in the
public has faded during the last decade, but expectations of business to be responsible
have not.
The aim is to capture important intersection between economic, social and
environmental responsibility expectations and discussions.

The goal of the study is to;

1. Examine the transformation of the CSR discourse in the public sphere.
2. Interpret how and to what extent the concept of CSR has been influenced by the
changing understandings of sustainability and the Norwegian social model during
the last three decades.
SWOT Analysis:
STRENGTHS:
1. Norwegian Social Model
2. The claim of Latapi Agudelo,et.al
in his study that the evolution of
CSR cannot be linked to academic
contributions only
3. Elkington's Triple Line concept,
indicating tightened relations
between the ideas of sustainability
and CSR
WEAKNESSES:
1. There are only few studies on the
transformation of CSR in the public
debate
2. Research on CSR discourse in
traditional news media is rare and
varied in method and context

OPPORTUNITIES: THREATS:
1. Presence of some articles calling 1. A noticeable number of authors
for more responsible businesses find that CSR discourse is
2. Media as an important 3rd party pervaded by focus on profit,
that forms and reflects public performance and economic values
opinion about business 2. Friedman's Doctrine: The Social
responsibility Responsibility of Business is to
3. Increased attention to Increase Its Profits
sustainability challenged business
behavior

PROS and CONS to Alternative Action:

ALTERNATIVE ACTION PROS CONS
Conduct more  Expanded  May exacerbate
studies on knowledge on the negative views
previous articles events or incidents  Maybe biased and
that called for binding the plea for inaccurate
more responsible responsible
businesses business
 Builds credibility on
the discussion of
business' social
responsibility more
than just increasing
its profits

Use of Social  Larger outreach and  Difficulty to validate

Media on audience responses and
discussing CSR engagement information
and Sustainability  Promotes global  Tendency of failure
 debates due to word of
 Provides immediate mouth or viral
feedback on a information
particular discourse  Feedbacks maybe
unreliable

Conduct further  Promotes further  Entails additional

studies on the discussion on the expenses
impacts of CSR on purpose and  Demands further
society and the responsibility of a data collection and
business itself, business completion takes
and give emphasis  Foster critical time
on the importance thinking on the
of CSR business
sustainability management on
acknowledging their
impact and
responsibility

Recommendation/s:
1. Revisit related literatures that paved way on the advocacy of engaging into
responsible business. Related events or incidents may be utilized in the
discussion of making concerted effort to enhance rather than degrade the society
and the environment in business operation.
2. Utilize Social Media and/or Social Media Influencers on the discourse of
Sustainable CSR in order to promote global debates. Social Media in today's
time will capture a larger audience than the traditional media. A thorough but
conservative approach must be observed in order to achieve a higher reliability
on the discussion.
3. The three (3) alternative course of actions mentioned herein may be used in
order to promote an increased public discourse on the topic of Corporate Social
Responsibility, and to change its perception from being a term mainly related to
internal business affairs to part of societal discussion about sustainability.
References:

Brooks, 2010. CSR and the Strait-jacket of economic rationality. Internal Journal and
Social Policy
Burke, 2021. Do boards take environmental, social, and governance issues seriously?
Evidence from Media Coverage and CEO Dismissals. Journal of Business
Ethics
Caroll, 2011. Corporate Reputation and the News Media. Agenda-setting within
Business News Coverage in Developed, emerging, and Frontier Markets:
Routledge
Latapi Agudelo, et.al 2019. A literature review of the history and evolution of corporate
social respnsibility. Internal Journal of Corporate Social Responsibility
Friedman, 1970. A Friedman doctrine: The social responsibility of business is to
increase its profits. The New York Times Magazine
Elkington, 1994. Towards the sustainable corporation: Win-win-win business strategies
for sustainable development. California Management Review