Corporate Social Responsibility (CSR) represents a modern trend in the business world. The companies are encouraged to be socially responsible taking care of the environment and society. However, the companies themselves benefit from CSR due to the value which the social and environmental programs provide to their image.
“The positioning of the firm with respect to social issues is clearly a way to differentiate the firm and its products and services in ways that create value” (Husted & Allen, 2007, p. 378). However, not all firms manage to realize the social strategy successfully and to benefit from it. The examples of companies successfully realizing the CSR strategies are Microsoft, Google, Starbucks, Ben and Jerry’s.
For example, the social strategy of Google is aimed at providing the aid to women and children, the poor, and at contributing to the education and healthcare development. The company facilitates the realization of talents of young generation. In particular, Google organizes a special event called the Social Innovation Cup giving to the applicants the opportunity to reveal their creativity and knowledge.
Google Grants, another social programe of the company, is aimed at providing funds to young people from the poor countries to pay for their education.
The statistical data released by the World Health Organization and the widespread discussions of the global warming and the other keen environmental problems put pressure on large corporations motivating them to make the efforts in reduction of the pollution and encouraging them going ‘green’ (Dwyer, 2009, p.1202).
It goes without saying that CSR programs take an important place in the modern business development. The society obtains the benefits from CSR in the form of the safer environment, healthier products, and charity programs, whereas corporations benefit from the better image and reputation.
Husted, B. W., & Allen, D. B. (2007). Corporate social strategy in multinational enterprises: antecedents and value creation. Journal of Business Ethics,74, 345-361.
Dwyer, R. J. (2009). “Keen to be green” organizations: a focused rules approach to accountability. Management Decision,47(7), 1200-1216.