Mainstreaming corporate social responsibility: Developing markets for virtue

Ida E. Berger, Peggy H. Cunningham, Minette E. Drumwright

Résultat de recherche: Articleexamen par les pairs

258 Citations (Scopus)

Résumé

This article investigates what it means for corporate social responsibility (CSR) to be "mainstreamed" in a company. Rather than a single 'best practice,' narratives provided by managers revealed that mainstreaming can be understood in terms of three distinct CSR orientations: the business-case model, the syncretic stewardship model, and the social values-led model. These different orientations and approaches to mainstreaming CSR are the result of three inter-related factors: an "external market for virtue," an "internal market for virtue," and the established culture of the company. For business case and social values-led firms, incentives can be developed that encourage them to gravitate toward the syncretic stewardship orientation, which may well represent the most sustainable dimension of CSR.

Langue d'origineEnglish
Pages (de-à)132-157
Nombre de pages26
JournalCalifornia Management Review
Volume49
Numéro de publication4
DOI
Statut de publicationPublished - 2007
Publié à l'externeOui

ASJC Scopus Subject Areas

  • Strategy and Management

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