case study for csr

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The Business Case for Corporate Social Responsibility

Matteo Tonello is Director of Corporate Governance for The Conference Board, Inc. This post is based on a Conference Board Director Note by Archie B. Carroll and Kareem M. Shabana , and relates to a paper by these authors, titled “The Business Case for Corporate Social Responsibility: A Review of Concepts, Research and Practice,” published in the International Journal of Management Reviews .

In the last decade, in particular, empirical research has brought evidence of the measurable payoff of corporate social responsibility (CSR) initiatives to companies as well as their stakeholders. Companies have a variety of reasons for being attentive to CSR. This report documents some of the potential bottomline benefits: reducing cost and risk, gaining competitive advantage, developing and maintaining legitimacy and reputational capital, and achieving win-win outcomes through synergistic value creation.

The term “corporate social responsibility” is still widely used even though related concepts, such as sustainability, corporate citizenship, business ethics, stakeholder management, corporate responsibility, and corporate social performance, are vying to replace it. In different ways, these expressions refer to the ensemble of policies, practices, investments, and concrete results deployed and achieved by a business corporation in the pursuit of its stakeholders’ interests.

This report discusses the business case for CSR—that is, what justifies the allocation of resources by the business community to advance a certain socially responsible cause. The business case is concerned with the following question: what tangible benefits do business organizations reap from engaging in CSR initiatives? This report reviews the most notable research on the topic and provides practical examples of CSR initiatives that are also good for the business and its bottom line.

The Search for a Business Case: A Shift in Perspective

Business management scholars have been searching for a business case for CSR since the origins of the concept in the 1960s. [1]

An impetus for the research questions for this report was philosophical. It had to do with the long-standing divide between those who, like the late economist Milton Friedman, believed that the corporation should pursue only its shareholders’ economic interests and those who conceive the business organization as a nexus of relations involving a variety of stakeholders (employees, suppliers, customers, and the community where the company operates) without which durable shareholder value creation is impossible. If it could be demonstrated that businesses actually benefited financially from a CSR program designed to cultivate such a range of stakeholder relations, the thinking of the latter school went, then Friedman’s arguments would somewhat be neutralized.

Another impetus to research on the business case of CSR was more pragmatic. Even though CSR came about because of concerns about businesses’ detrimental impacts on society, the theme of making money by improving society has also always been in the minds of early thinkers and practitioners: with the passage of time and the increase in resources being dedicated to CSR pursuits, it was only natural that questions would begin to be raised about whether CSR was making economic sense.

Obviously, corporate boards, CEOs, CFOs, and upper echelon business executives care. They are the guardians of companies’ financial well-being and, ultimately, must bear responsibility for the impact of CSR on the bottom line. At multiple levels, executives need to justify that CSR is consistent with the firm’s strategies and that it is financially sustainable. [a]

However, other groups care as well. Shareholders are acutely concerned with financial performance and sensitive to possible threats to management’s priorities. Social activists care because it is in their long-term best interests if companies can sustain the types of social initiatives that they are advocating. Governmental bodies care because they desire to see whether companies can deliver social and environmental benefits more cost effectively than they can through regulatory approaches. [b] Consumers care as well, as they want to pass on a better world to their children, and many want their purchasing to reflect their values.

[a] K. O’Sullivan, “Virtue rewarded: companies are suddenly discovering the profit potential of social responsibility.” CFO , October 2006, pp. 47–52.

[b] Simon Zadek. Doing Good and Doing Well: Making the Business Case for Corporate Citizenship . New York: The Conference Board Research Report, 2000, 1282-00-RR.

The socially responsible investment movement Establishing a positive relationship between corporate social performance (CSP) and corporate financial performance (CFP) has been a long-standing pursuit of researchers. This endeavor has been described as a “30-year quest for an empirical relationship between a corporation’s social initiatives and its financial performance.” [2] One comprehensive review and assessment of studies exploring the CSP-CFP relationship concludes that there is a positive relationship between CSP and CFP. [3]

In response to this empirical evidence, in the last decade the investment community, in particular, has witnessed the growth of a cadre of socially responsible investment funds (SRI), whose dedicated investment strategy is focused on businesses with a solid track record of CSR-oriented initiatives. Today, the debate on the business case for CSR is clearly influenced by these new market trends: to raise capital, these players promote the belief of a strong correlation between social and financial performance. [4]

As the SRI movement becomes more influential, CSR theories are shifting away from an orientation on ethics (or altruistic rationale) and embracing a performance-driven orientation. In addition, analysis of the value generated by CSR has moved from the macro to the organizational level, where the effects of CSR on firm financial performance are directly experienced. [5]

The CSR of the 1960s and 1970s was motivated by social considerations, not economic ones. “While there was substantial peer pressure among corporations to become more philanthropic, no one claimed that such firms were likely to be more profitable than their less generous competitors.” In contrast, the essence of the new world of CSR is “doing good to do well.” [6]

CSR is evolving into a core business function, central to the firm’s overall strategy and vital to its success. [7] Specifically, CSR addresses the question: “can companies perform better financially by addressing both their core business operations as well as their responsibilities to the broader society?” [8]

One Business Case Just Won’t Do

There is no single CSR business case—no single rationalization for how CSR improves the bottom line. Over the years, researchers have developed many arguments. In general, these arguments can be grouped based on approach, topics addressed, and underlying assumptions about how value is created and defined. According to this categorization, CSR is a viable business choice as it is a tool to:

• implement cost and risk reductions;
• gain competitive advantage;
• develop corporate reputation and legitimacy; and
• seek win-win outcomes through synergistic value creation. [9]

Other widely accepted approaches substantiating the business case include focusing on the empirical research linking CSR with corporate social performance (CSP) and identifying values brought to different stakeholder groups that directly or indirectly benefit the company’s bottom lines.

Broad versus narrow views Some researchers have examined the integration of CSR considerations in the day-to-day business agenda of organizations. The “mainstreaming” of CSR follows from one of three rationales:

• the social values-led model, in which organizations adopt CSR initiatives regarding specific issues for non-economic reasons;
• the business-case model, in which CSR initiatives are primarily assessed in an economic manner and pursued only when there is a clear link to firm financial performance [10] ; and
• the syncretic stewardship model, which combines the social values-led and the business-case models.

The business case model and the syncretic models may be seen as two perspectives of the business case for CSR: one narrow and one broad. The business case model represents the narrow view: CSR is only recognized when there is a clear link to firm financial performance. The syncretic model is broad because it recognizes both direct and indirect relationships between CSR and firm financial performance. The advantage of the broad view is that it enables the firm to identify and exploit opportunities beyond the financial, opportunities that the narrow view would not be able to recognize or justify.

Another advantage of the broad view of the business case, which is illustrated by the syncretic model, is its recognition of the interdependence between business and society. [11]

The failure to recognize such interdependence in favor of pitting business against society leads to reducing the productivity of CSR initiatives. “The prevailing approaches to CSR are so fragmented and so disconnected from business and strategy as to obscure many of the greatest opportunities for companies to benefit society.” [12] The adoption of CSR practices, their integration with firm strategy, and their mainstreaming in the day-to-day business agenda should not be done in a generic manner. Rather, they should be pursued “in the way most appropriate to each firm’s strategy.” [13]

In support of the business case for CSR, the next sections of the report discuss examples of the effect of CSR on firm performance. The discussion is organized according to the framework referenced earlier, which identifies four categories of benefits that firms may attain from engaging in CSR activities. [14]

Reducing Costs and Risks

Cost and risk reduction justifications contend that engaging in certain CSR activities will reduce the firm’s inefficient capital expenditures and exposure to risks. “[T]he primary view is that the demands of stakeholders present potential threats to the viability of the organization, and that corporate economic interests are served by mitigating the threats through a threshold level of social or environmental performance.” [15]

Equal employment opportunity policies and practices CSR activities in the form of equal employment opportunity (EEO) policies and practices enhance long-term shareholder value by reducing costs and risks. The argument is that explicit EEO statements are necessary to illustrate an inclusive policy that reduces employee turnover through improving morale. [16] This argument is consistent with those who observe that “[l]ack of diversity may cause higher turnover and absenteeism from disgruntled employees.” [17]

Energy-saving and other environmentally sound production practices Cost and risk reduction may also be achieved through CSR activities directed at the natural environment. Empirical research shows that being environmentally proactive results in cost and risk reduction. Specifically, data shows hat “being proactive on environmental issues can lower the costs of complying with present and future environmental regulations … [and] … enhance firm efficiencies and drive down operating costs.” [18]

Community relations management Finally, CSR activities directed at managing community relations may also result in cost and risk reductions. [19] For example, building positive community relationships may contribute to the firm’s attaining tax advantages offered by city and county governments to further local investments. In addition, positive community relationships decrease the number of regulations imposed on the firm because the firm is perceived as a sanctioned member of society.

Cost and risk reduction arguments for CSR have been gaining wide acceptance among managers and executives. In a survey of business executives by PricewaterhouseCoopers, 73 percent of the respondents indicated that “cost savings” was one of the top three reasons companies are becoming more socially responsible. [20]

Gaining Competitive Advantage

As used in this section of the report, the term “competitive advantage” is best understood in the context of a differentiation strategy; in other words, the focus is on how firms may use CSR practices to set themselves apart from their competitors. The previous section, which focused on cost and risk reduction, illustrated how CSR practices may be thought of in terms of building a competitive advantage through a cost management strategy. “Competitive advantages” was cited as one of the top two justifications for CSR in a survey of business executives reported in a Fortune survey. [21] In this context, stakeholder demands are seen as opportunities rather than constraints. Firms strategically manage their resources to meet these demands and exploit the opportunities associated with them for the benefit of the firm. [22] This approach to CSR requires firms to integrate their social responsibility initiatives with their broader business strategies.

Reducing costs and risks • Equal employment opportunity policies and practices • Energy-saving and other environmentally sound production practices • Community relations management

Gaining competitive advantage • EEO policies • Customer relations program • Corporate philanthropy

Developing reputation and legitimacy • Corporate philanthropy • Corporate disclosure and transparency practices

Seeking win-win outcomes through synergistic value creation • Charitable giving to education • Stakeholder engagement

EEO policies Companies that build their competitive advantage through unique CSR strategies may have a superior advantage, as the uniqueness of their CSR strategies may serve as a basis for setting the firm apart from its competitors. [23] For example, an explicit statement of EEO policies would have additional benefits to the cost and risk reduction discussed earlier in this report. Such policies would provide the firm with a competitive advantage because “[c]ompanies without inclusive policies may be at a competitive disadvantage in recruiting and retaining employees from the widest talent pool.” [24]

Customer and investor relations programs CSR initiatives can contribute to strengthening a firm’s competitive advantage, its brand loyalty, and its consumer patronage. CSR initiatives also have a positive impact on attracting investment. Many institutional investors “avoid companies or industries that violate their organizational mission, values, or principles… [They also] seek companies with good records on employee relations, environmental stewardship, community involvement, and corporate governance.” [25]

Corporate philanthropy Companies may align their philanthropic activities with their capabilities and core competencies. “In so doing, they avoid distractions from the core business, enhance the efficiency of their charitable activities and assure unique value creation for the beneficiaries.” [26] For example, McKinsey & Co. offers free consulting services to nonprofit organizations in social, cultural, and educational fields. Beneficiaries include public art galleries, colleges, and charitable institutions. [27] Home Depot Inc. provided rebuilding knowhow to the communities victimized by Hurricane Katrina. Strategic philanthropy helps companies gain a competitive advantage and in turn boosts its bottom line. [28]

CSR initiatives enhance a firm’s competitive advantage to the extent that they influence the decisions of the firm’s stakeholders in its favor. Stakeholders may prefer a firm over its competitors specifically due to the firm’s engagement in such CSR initiatives.

Developing Reputation and Legitimacy

Companies may also justify their CSR initiatives on the basis of creating, defending, and sustaining their legitimacy and strong reputations. A business is perceived as legitimate when its activities are congruent with the goals and values of the society in which the business operates. In other words, a business is perceived as legitimate when it fulfills its social responsibilities. [29]

As firms demonstrate their ability to fit in with the communities and cultures in which they operate, they are able to build mutually beneficial relationships with stakeholders. Firms “focus on value creation by leveraging gains in reputation and legitimacy made through aligning stakeholder interests.” [30] Strong reputation and legitimacy sanction the firm to operate in society. CSR activities enhance the ability of a firm to be seen as legitimate in the eyes of consumers, investors, and employees. Time and again, consumers, employees, and investors have shown a distinct preference for companies that take their social responsibilities seriously. A Center for Corporate Citizenship study found that 66 percent of executives thought their social responsibility strategies resulted in improving corporate reputation and saw this as a business benefit. [31]

Corporate philanthropy Corporate philanthropy may be a tool of legitimization. Firms that have negative social performance in the areas of environmental issues and product safety use charitable contributions as a means for building their legitimacy. [32]

Corporate disclosure and transparency practices Corporations have also enhanced their legitimacy and reputation through the disclosure of information regarding their performance on different social and environmental issues, sometimes referred to as sustainability reporting. Corporate social reporting refers to stand-alone reports that provide information regarding a company’s economic, environmental, and social performance. The practice of corporate social reporting has been encouraged by the launch of the Global Reporting Initiative (GRI) in 1997-1998 and the introduction of the United Nations Global Compact in 1999. Through social reporting, firms can document that their operations are consistent with social norms and expectations, and, therefore, are perceived as legitimate.

Seeking Win-Win Outcomes through Synergistic Value Creation

Synergistic value creation arguments focus on exploiting opportunities that reconcile differing stakeholder demands. Firms do this by “connecting stakeholder interests, and creating pluralistic definitions of value for multiple stakeholders simultaneously.” [33] In other words, with a cause big enough, they can unite many potential interest groups.

Charitable giving to education When companies get the “where” and the “how” right, philanthropic activities and competitive advantage become mutually reinforcing and create a virtuous circle. Corporate philanthropy may be used to influence the competitive context of an organization, which allows the organization to improve its competitiveness and at the same time fulfill the needs of some of its stakeholders. For example, in the long run, charitable giving to education improves the quality of human resources available to the firm. Similarly, charitable contributions to community causes eventually result in the creation and preservation of a higher quality of life, which may sustain “sophisticated and demanding local customers.” [34]

The notion of creating win-win outcomes through CSR activities has been raised before. Management expert Peter Drucker argues that “the proper ‘social responsibility’ of business is to … turn a social problem into economic opportunity and economic benefit, into productive capacity, into human competence, into well-paid jobs, and into wealth.” [35] It has been argued that, “it will not be too long before we can begin to assert that the business of business is the creation of sustainable value— economic, social and ecological.” [36]

An example: the win-win perspective adopted by the life sciences firm Novo Group allowed it to pursue its business “[which] is deeply involved in genetic modification and yet maintains highly interactive and constructive relationships with stakeholders and publishes a highly rated environmental and social report each year.” [37]

Stakeholder engagement The win-win perspective on CSR practices aims to satisfy stakeholders’ demands while allowing the firm to pursue financial success. By engaging its stakeholders and satisfying their demands, the firm finds opportunities for profit with the consent and support of its stakeholder environment.

The business case for corporate social responsibility can be made. While it is valuable for a company to engage in CSR for altruistic and ethical justifications, the highly competitive business world in which we live requires that, in allocating resources to socially responsible initiatives, firms continue to consider their own business needs.

In the last decade, in particular, empirical research has brought evidence of the measurable payoff of CSR initiatives on firms as well as their stakeholders. Firms have a variety of reasons for being CSR-attentive. But beyond the many bottom-line benefits outlined here, businesses that adopt CSR practices also benefit our society at large.

[1] See Edward Freeman, Strategic Management: a Stakeholder Approach , 1984, which traces the roots of CSR to the 1960s and 1970s, when many multinationals were formed. (go back)

[2] J. D. Margolis and Walsh, J.P. “Misery loves companies: social initiatives by business.” Administrative Science Quarterly , 48, 2003, pp. 268–305. (go back)

[3] J. F. Mahon and Griffin, J .J. “Painting a portrait: a reply.” Business and Society , 38, 1999, 126–133. (go back)

[4] See, for an overview, Stephen Gates, Jon Lukomnik, and David Pitt- Watson, The New Capitalists: How Citizen Investors Are Reshaping The Business Agenda , Harvard Business School Press, 2006. (go back)

[5] M.P. Lee, “A review of the theories of corporate social responsibility: its evolutionary path and the road ahead”. International Journal of Management Reviews , 10, 2008, 53–73. (go back)

[6] D.J. Vogel, “Is there a market for virtue? The business case for corporate social responsibility.” California Management Review , 47, 2005, pp. 19–45. (go back)

[7] Ibid. (go back)

[8] Elizabeth Kurucz; Colbert, Barry; and Wheeler, David “The Business Case for Corporate Social Responsibility.” Chapter 4 in Crane, A.; McWilliams, A.; Matten, D.; Moon, J. and Siegel, D. The Oxford Handbook of Corporate Social Responsibility. Oxford: Oxford University Press, 2008, 83-112 (go back)

[9] Kurucz, Colbert, and Wheeler , 85-92. (go back)

[10] Berger,I.E., Cunningham, P. and Drumwright, M.E. “Mainstreaming corporate and social responsibility: developing markets for virtue,” California Management Review , 49, 2007, 132-157. (go back)

[11] Ibid. (go back)

[12] M.E. Porter and Kramer, M.R. “Strategy & society: the link between competitive advantage and corporate social responsibility.” Harvard Business Review , 84, 2006,pp. 78–92. (go back)

[13] Ibid. (go back)

[14] Kurucz, Colbert, and Wheeler, 85-92. (go back)

[15] Ibid., 88. (go back)

[16] T. Smith, “Institutional and social investors find common ground. Journal of Investing , 14, 2005, 57–65. (go back)

[17] S. L. Berman, Wicks, A.C., Kotha, S. and Jones, T.M. “Does stakeholder orientation matter? The relationship between stakeholder management models and firm financial performance.” Academy of Management Journal , 42, 1999, 490. (go back)

[18] Ibid. (go back)

[19] Ibid. (go back)

[20] Top 10 Reasons, PricewaterhouseCoopers 2002 Sustainability Survey Report, reported in “Corporate America’s Social Conscience,” Fortune , May 26, 2003, 58. (go back)

[21] Top 10 Reasons . (go back)

[22] Kurucz, Colbert, and Wheeler (go back)

[23] N. Smith, 2003, 67. (go back)

[24] T. Smith, 2005, 60. (go back)

[25] Ibid., 64. (go back)

[26] Heike Bruch and Walter, Frank (2005). “The Keys to Rethinking Corporate Philanthropy.” MIT Sloan Management Review , 47(1): 48-56 (go back)

[27] Ibid., 50. (go back)

[28] Bruce Seifert, Morris, Sara A.; and Bartkus, Barbara R. (2003). “Comparing Big Givers and Small Givers: Financial Correlates of Corporate Philanthropy.” Journal of Business Ethics , 45(3): 195-211. (go back)

[29] Archie B. Carroll and Ann K. Buchholtz, Business and Society: Ethics, Sustainability and Stakeholder Management , 8th Edition, Mason, OH: South-Western Cengage Learning, 2012, 305. (go back)

[30] Kurucz, Colbert, and Wheeler, 90. (go back)

[31] “Managing Corporate Citizenship as a Business Strategy,” Boston: Center for Corporate Citizenship, 2010. (go back)

[32] Jennifer C. Chen, Dennis M.; & Roberts, Robin. “Corporate Charitable Contributions: A Corporate Social Performance or Legitimacy Strategy?” Journal of Business Ethics , 2008, 131-144. (go back)

[33] Kurucz, Colbert, and Wheeler , 91. (go back)

[34] Porter and Kramer, 60-65. (go back)

[35] Peter F. Drucker, “The New Meaning of Corporate Social Responsibility.” California Management Review , 1984, 26: 53-63 (go back)

[36] C. Wheeler, B. Colbert, and R. E. Freeman. “Focusing on Value: Reconciling Corporate Social Responsibility, Sustainability and a Stakeholder Approach in a Network World.” Journal of General Management , (28)3, 2003, 1-28. (go back)

[37] Ibid. (go back)

Nice blog. CSR has become something very important to all the corporate houses today. However, with the rising growth of CSR activities. It is very important to have an effective software that helps to keep a track of the entire exercise.

Interesting article! Perhaps nice to give Mr. Stephen ‘Gates’ his real name back? After all “The New Capitalists: How Citizen Investors Are Reshaping The Business Agenda” was written by Stephen DAVIS. I think he would like the recognition ;)

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Creating a Corporate Social Responsibility Program with Real Impact

• Emilio Marti,
• David Risi,
• Eva Schlindwein,
• Andromachi Athanasopoulou

Lessons from multinational companies that adapted their CSR practices based on local feedback and knowledge.

Exploring the critical role of experimentation in Corporate Social Responsibility (CSR), research on four multinational companies reveals a stark difference in CSR effectiveness. Successful companies integrate an experimental approach, constantly adapting their CSR practices based on local feedback and knowledge. This strategy fosters genuine community engagement and responsive initiatives, as seen in a mining company’s impactful HIV/AIDS program. Conversely, companies that rely on standardized, inflexible CSR methods often fail to achieve their goals, demonstrated by a failed partnership due to local corruption in another mining company. The study recommends encouraging broad employee participation in CSR and fostering a culture that values CSR’s long-term business benefits. It also suggests that sustainable investors and ESG rating agencies should focus on assessing companies’ experimental approaches to CSR, going beyond current practices to examine the involvement of diverse employees in both developing and adapting CSR initiatives. Overall, embracing a dynamic, data-driven approach to CSR is essential for meaningful social and environmental impact.

By now, almost all large companies are engaged in corporate social responsibility (CSR): they have CSR policies, employ CSR staff, engage in activities that aim to have a positive impact on the environment and society, and write CSR reports. However, the evolution of CSR has brought forth new challenges. A stark contrast to two decades ago, when the primary concern was the sheer neglect of CSR, the current issue lies in the ineffective execution of these practices. Why do some companies implement CSR in ways that create a positive impact on the environment and society, while others fail to do so? Our research reveals that experimentation is critical for impactful CSR, which has implications for both companies that implement CSR and companies that externally monitor these CSR activities, such as sustainable investors and ESG rating agencies.

• EM Emilio Marti is an associate professor at the Rotterdam School of Management, Erasmus University. His research focuses on corporate sustainability with a specific focus on sustainable investing.
• DR David Risi is a professor at the Bern University of Applied Sciences and a habilitated lecturer at the University of St. Gallen. His research focuses on how companies organize CSR and sustainability.
• ES Eva Schlindwein is a professor at the Bern University of Applied Sciences and a postdoctoral fellow at the University of Oxford. Her research focuses on how organizations navigate tensions between business and society.
• AA Andromachi Athanasopoulou is an associate professor at Queen Mary University of London and an associate fellow at the University of Oxford. Her research focuses on how individuals manage their leadership careers and make ethically charged decisions.

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Corporate Social Responsibility (CSR) Implementation: A Review and a Research Agenda Towards an Integrative Framework

• Review Paper
• Published: 02 February 2022
• Volume 183 , pages 105–121, ( 2023 )

Cite this article

• Tahniyath Fatima   ORCID: orcid.org/0000-0003-2383-3390 1 &
• Said Elbanna   ORCID: orcid.org/0000-0002-5891-8258 1  

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In spite of accruing concerted scholarly and managerial interest since the 1950s in corporate social responsibility (CSR), its implementation is still a growing topic as most of it remains academically unexplored. As CSR continues to establish a stronger foothold in organizational strategies, understanding its implementation is needed for both academia and industry. In an attempt to respond to this need, we carry out a systematic review of 122 empirical studies on CSR implementation to provide a status quo of the literature and inform future scholars. We develop a research agenda in the form of an integrated framework of CSR implementation that pronounces its multi-dimensional and multi-level nature and provides a snapshot of the current literature status of CSR implementation. Future research avenues relating to multi-level studies, theoretically supported research models, developing economy settings, and more are recommended. Practitioners can also benefit through utilizing the holistic framework to attain a bird’s eye view and proactively formulate and implement CSR strategies that can be facilitated by collaborations with CSR scholars and experts.

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Introduction

Advocates of corporate social responsibility (hereafter referred to as CSR) propose devising and implementing CSR strategies as an opportunity for organizations. When CSR is looked at from a strategic perspective, it emanates from top management’s vision and values and is not considered an expense but a strategic initiative readily adopted by organizations to differentiate themselves from their competition (Beji et al., 2021 ; Porter & Kramer, 2006 ; Serra-Cantallops et al., 2018 ). The organization’s ulterior motive to receive something in return for going out of its way to do better for the direct and indirect stakeholders indicates extrinsic CSR practices, i.e., strategic CSR (Story & Neves, 2015 ). Currently, CSR is predominantly being viewed as a strategic issue (Zerbini, 2017 ), and such a strategic interest of organizations towards CSR needs to be addressed by scholars when we take into consideration the significant time and resources invested in implementing CSR strategically within the organization (Bansal et al., 2015 ). While CSR has been under the limelight in the academic as well as the industrial sectors since the 1950s, its implementation, however, had not received as much attention (Klettner et al., 2014 ). Furthermore, implementation of CSR like any other strategy implementation is of crucial importance to ensure the successful attainment of one’s goals. Accordingly, an increasing number of academicians, over the past decade, have started focusing on how CSR is implemented in organizations, thereby paving a way for future research (Baumann-Pauly et al., 2013 ; Du & Vieira, 2012 ).

CSR implementation as indicated by Lindgreen, Swaen, et al. ( 2009 ) is a budding field of research and has seen profound growth since they called attention to it in the special issue of Journal of Business Ethics. Although, various empirical papers have proposed CSR implementation frameworks to assist practitioners in implementing and formulating CSR strategies (Baumann-Pauly et al., 2013 ; Ingham & Havard, 2017 ; Lindgreen et al., 2011 ), none of the review studies exclusively looked at CSR implementation from a multi-level and a multi-dimensional perspective. In this study, we define CSR implementation as the process that an organization undertakes to increase the awareness levels of CSR issues and CSR strategies, embed CSR values within the organization, communicate CSR initiatives internally and externally, and evaluate the progress of CSR strategies. The very few scholars who have produced reviews on CSR implementation look at specific dimensions of CSR implementation such as communication (Crane & Glozer, 2016 ) or ways of CSR implementation such as CSR washing (Pope & Wæraas, 2016 ). Therefore, conducting a review such as ours at this stage would allow researchers to attain a better idea on the overall progress of research in CSR implementation literature and provide a clearer perspective on future prospects, thereby filling in an important knowledge gap. In regard to facilitating this main research objective, this review paper proposes an integrative framework for CSR implementation and answers the call for a two-stage systematic review on CSR implementation (Lattemann et al., 2009 ; Lindgreen & Swaen, 2010 ). Hence, through the integrative framework, we illustrate what has been done in CSR implementation literature and how can it be enhanced further.

This review study is guided by three developments: (1) the growing amount of time and efforts organizations are putting in towards implementing CSR, (2) an upsurge in organizations’ interests towards strategic CSR, and (3) recognition among CSR scholars of the need to understand how strategies are implemented (Elbanna et al., 2016 ). The structure of this review study is as follows: “ Defining CSR Implementation ” section begins with the theoretical development of the constructs under study and is followed by “ Review Methodology ” section on methodology that outlines the steps taken to initiate the systematic review and sets the stage for this review study. “ Trends in CSR Implementation Research ” section proceeds to discuss the trends discovered through descriptively analyzing the sampled studies. It also portrays the findings of reviewing the CSR implementation literature in six established categories, namely, level of analysis, research methods, theories being used, geographical focus, journal distribution with years of publication, and time lapse of CSR implementation topics. “ Thematic Analysis: An Integrative Framework of CSR Implementation ” section introduces an integrative CSR implementation framework that thematically distributes the CSR implementation literature and proposes a future research agenda. We conclude with “ Conclusion ” section that provides a summarized overview on theoretical and practical implications of this study.

Defining CSR Implementation

The first step of a systematic review entertains a repetitive process of defining, clarifying, and refining (Tranfield et al., 2003 ). As such, we scoured the CSR implementation literature to find any existing conceptual definitions that can support our review process. In our search for what it means to implement CSR, we found two empirical studies which developed CSR implementation frameworks. We used these studies as the foundation to build our own CSR implementation definition, which is supported with the theory of business citizenship as discussed later in this section. The first study was carried out by Maon et al. ( 2009 ), where a nine-stage integrative framework was developed, based on data collected from case studies and theoretically grounded on Lewin’s change model. The second study of Baumann-Pauly et al. ( 2013 ) regarded the process nature of CSR implementation construct, but generalized it into three separate dimensions; (1) commitment to CSR, (2) internal structures and procedures, and (3) external collaboration. Accordingly, these two frameworks were analyzed to procure specific lenses that can entail a better understanding of CSR implementation process. This phase contributed towards attaining richer and micro-level insights on CSR implementation. In addition, we theoretically based our dimensions of CSR implementation on the theory of business citizenship proposed by Logsdon and Wood ( 2002 ). This theory looks into the ethical, social, and political issues surrounding organizations. According to this theory, an organization can be viewed as a citizen such that there exists moral and structural ties among business organizations, humans, and social institutions where social control is exercised by the society on organizations, thereby protecting and enhancing public welfare and private interests.

As such, we identified four distinct dimensions of CSR implementation that concisely portray the CSR implementation process outlined in the two frameworks proposed by Maon et al. ( 2009 ) and Baumann-Pauly et al. ( 2013 ) and are based on the theory of business citizenship that views a corporation as a citizen, where the responsibilities associated with such citizenship towards society and environment come into play. According to Maon et al. ( 2009 ), CSR design and implementation constitute of nine steps. These are (1) raising CSR awareness, (2) assessing organizational purpose in a societal context, (3) establishing a CSR definition and vision, (4) assessing current status of CSR, (5) developing a CSR strategy, (6) implementing the CSR strategy, (7) communicating about CSR strategy, (8) evaluating CSR strategy, and (9) institutionalizing CSR policy. However, Baumann-Pauly et al. ( 2013 ) consider CSR implementation to comprise three dimensions, namely, commitment to CSR, embedding CSR, and external collaboration.

Of the nine steps proposed by Maon et al. ( 2009 ), we considered steps 1 (raising CSR awareness), 5 (embedding CSR), 6 (implementing CSR activities), 7 (communicating about CSR), and 8 (evaluating CSR) for inclusion in CSR implementation. It is worth noting that though step 5 dealt with formulating CSR strategy, a sub-part of this step (5.2) constituted of embedding CSR in the organization, which is also proposed as a CSR implementation dimension by Baumann-Pauly et al. ( 2013 ). Hence, we included step 5 in our typology of CSR implementation dimensions. Similarly, the commitment to CSR dimension proposed by Baumann-Pauly et al. ( 2013 ) takes into consideration the awareness that organizational members show towards CSR as included in step 1 of Maon et al. ( 2009 ). Although, CSR evaluation (step 8) is primarily not a constituent of strategy implementation process, scholars have begun to indicate its importance in the implementation process, where managers monitor strategy progress and take relevant steps for further improvements in CSR implementation (Graafland & Smid, 2019 ; Laguir et al., 2019 ; Rama et al., 2009 ). Steps 2, 3, and 4 are not considered in this study as they represent a part of CSR design, while step 9 identifies with post-implementation. Hence, the four dimensions relate to the need for an organization to accrue sufficient (1) CSR awareness which manifests itself in the form of organization’s commitment to CSR through (2) communicating and (3) embedding CSR , and placing systematic processes in place to (4) evaluate CSR . Overall, these dimensions entail interactions with various external stakeholders and are not restricted to interorganizational dynamics (Baumann-Pauly et al., 2013 ).

CSR awareness includes the act of raising sensitivity of an organization and its members towards CSR issues, where it may be initiated by managers (top-down approach) or employees (bottom-up approach) for strategic or altruistic reasons and includes commitment to CSR through integrating it into policy documents (Baumann-Pauly et al., 2013 ; Maon et al., 2009 ). Further, CSR communication is directed towards both internal and external stakeholders, where the means or nature of communication and its content need to be identified (Maon et al., 2009 ). The different ways of communication include meetings, corporate internal newsletters, and trainings for internal stakeholders such as employees and board members, while the social and environmental performance of an organization may be disclosed in the form of annual reports or CSR reports and advertisements to external stakeholders.

Embedding CSR entails instilling CSR values among organizational members using tools such as CSR policies, procedures, mission, and vision to reinforce a CSR compliant behavior in operational functions (Baumann-Pauly et al., 2013 ; Maon et al., 2009 ). Lastly, CSR evaluation includes the measurement of how well the CSR objectives have been met, monitoring the progress of these CSR objectives, and exploring ways to improve CSR performance (Maon et al., 2009 ).

Review Methodology

We utilized a systematic literature approach to accomplish our research goal of surveying the literature on CSR implementation. Systematic reviews are commonly used to ensure transparency and replicability in the review process (Hossain, 2018 ). Given that it is imperative to outline the scope of one’s search prior to ensuing the data collection process (George et al., 2019 ; Tranfield et al., 2003 ), we restricted our range to any research study that exclusively focused on the concept of CSR implementation or its four dimensions, namely, CSR awareness, CSR communication, CSR embedding, and CSR evaluation. The concept of CSR has taken various titular forms in literature, where overlapping constructs like corporate sustainability, corporate social performance, and corporate citizenship have been proposed and are now interchangeably used by researchers (Albinger & Freeman, 2000 ; Evans & Davis, 2014 ; Matten & Crane, 2005 ; Pedersen et al., 2018 ; Wood, 1991 ). However, the terminology of CSR had been most widely used by researchers (Matten & Crane, 2005 ), and as such is adopted in this study. Furthermore, we do not include research examining the concept of sustainability or corporate sustainability as it is an overarching concept that incorporates two different topics of CSR and corporate responsibility (see Fig.  1 ). As such, CSR acts as an intermediary tool that examines the efforts of organizations aimed at balancing the triple bottom line (van Marrewijk, 2003 ).

Mapping of corporate sustainability, CSR, and corporate responsibility (adapted from van Marrewijk, 2003 )

Three databases, namely, EBSCO, Science Direct, and ABI/Inform (ProQuest), were searched with the following set of keywords: “CSR awareness,” “CSR implementation,” “CSR sensitiveness,” “commitment to CSR,” “CSR integration,” “initiating CSR,” “CSR issues,” “CSR communication,” “CSR disclosure,” “CSR report,” “CSR value,” “embedding CSR,” “CSR policies,” “CSR procedure,” “CSR vision,” “CSR mission,” “evaluating CSR,” and “monitoring CSR.” We also took into account different occurrences of the keywords such as “implementing CSR,” “sensitivity to CSR,” and “CSR policy.” Further, our inclusion criteria did not include any time restriction as this would have limited our analysis and inferences of understanding the literature conducted so far on CSR implementation. However, in order to ensure quality of our findings and development of a relevant agenda for future research, we included peer-reviewed journal articles that were published in journals with a rating of at least B and above as per the 2019 ABDC ranking and 3 and above for the 2021 AJG ranking (Hoque, 2014 ). Imposition of the above strict criteria led to collection of 168 research articles. These papers were further analyzed to assess if the focus of their study was related to our research objective. Thus, the selection of the studies was contingent on the main topic of the study in question being either CSR implementation or one of the four dimensions (CSR awareness, CSR communication, CSR embedding, and CSR evaluation). In applying this criteria, we were able to shortlist 140 research studies.

Of the total 140 identified studies, we analyzed the nature of their research and found 18 papers were theoretical in nature. One of the theoretical papers was an editorial and was excluded. The remaining 122 empirical studies Footnote 1 are considered for further review, while the 17 theoretical papers are used to supplement the analysis and findings attained from this systematic review. We now discuss the findings attained from conducting our two-staged narrative synthesis analysis that provides the reader with a descriptive and thematic outlook of CSR implementation literature. In utilizing a narrative synthesis approach, we are able to efficiently provide a narrative on the CSR implementation literature through the use of statistical data (Popay et al., 2006 ). The first stage detailed in Sect.  Trends in CSR Implementation Research analyzes the entire empirical literature descriptively (123 studies) and discusses the underlying trends on the basis of the (1) level of analysis, (2) research methods, (3) theories being used, (4) geographical focus, (5) journal distribution with years of publication, and (6) time lapse of CSR implementation topics. The second stage brings a more nuanced understanding of the empirical literature where the literature is analyzed with respect to a comprehensive outlook of CSR implementation in Sect.  Thematic Analysis: An Integrative Framework of CSR Implementation .

Trends in CSR Implementation Research

Upon analyzing the empirical literature on CSR implementation, we were able to make several inferences that would shed light on research gaps not yet covered in the CSR implementation literature. We followed established review studies in CSR literature (Aguinis & Glavas, 2012 ; Pisani et al., 2017 ) and focused on six aspects to attain a general purview of CSR implementation research conducted to date. First, with respect to the level of analysis , CSR implementation literature, unlike the general CSR literature, does not seem to suffer from lack of focus on individual-level research. However, majority of the empirical research conducted on CSR implementation is at the firm level (refer to Table 1 ). In addition to that, multi-level studies are quite rare with only 8 papers analyzing CSR implementation at multiple levels, e.g., a combination of individual, firm, institutional, industry, and country levels with a combination of at most three levels (Ettinger et al., 2021 ; Helmig et al., 2016 ; Lattemann et al., 2009 ; Lindgreen, Antioco, et al., 2009 a; Lu & Wang, 2021 ; Pomering & Dolnicar, 2009 ; Shen & Benson, 2016 ; Zamir & Saeed, 2020 ). In spite of acknowledging the multi-dimensional nature of CSR implementation (Lindgreen, Swaen, et al., 2009 b), majority of the scholars have failed to conceptualize and operationalize CSR implementation at a multi-dimensional basis. Accordingly, future research needs to take into consideration the multi-dimensional nature of CSR implementation and conduct scientific research that is not limited to a single level of analysis. Other empirical studies looked at various levels of analyses such as advertisement level (Green & Peloza, 2015 ), project level (Rama et al., 2009 ), activity level (Jong & Meer, 2017 ), and interaction level (Muthuri et al., 2009 ).

Second, the CSR implementation literature uses a wide variety of research methods . 36% of the research studies used qualitative research methods, 53% used quantitative methods, and only 11% of the studies have used mixed methods. The use of qualitative methods can be explained by the exploratory nature of the studies, which accounted for 49% of the empirical research, while a majority of 51% studies were explanatory in nature. However, given the growing adoption of CSR by different organizations across industries and countries, scholars have delved into examining implementation of CSR from a more explanatory nature as the trend line shows in Fig.  2 . Further, scholars can utilize mixed method studies in future to attain an insightful and a holistic empirical understanding of their research topic. This would allow the research findings to have both theoretical and geographical validity.

Trend of CSR implementation studies’ nature

Third, the theoretical underpinning of research on CSR implementation is still emergent, where a considerable proportion of the empirical literature, approximately 45%, was missing a theoretical foundation. Having a proper theory is quite essential to easily illustrate complex concepts (Frynas & Yamahaki, 2016 ), thereby indicating scope for future research to have richer theoretical support. Of the remaining 67 research studies that had theoretical support (54% of total empirical literature), a considerable proportion of research (42%) resorted to the use of multiple theories to substantiate their proposed frameworks. The most commonly used theory was stakeholder theory inclusive of its use in research studies with multiple theories (28%, 19 out of 67 papers) (e.g., Ettinger et al., 2018 ; Lindgreen et al., 2011 ; Park & Ghauri, 2015 ; Zheng et al., 2015 ). Lastly, as depicted in Fig.  3 , the remaining 31 research studies (46%) used a diverse range of theories from other disciplines like psychology (theory of planned behavior, balance theory, attribution theory, and social identity theory), communications (diffusion theory, inoculation theory), sociology (systems theory, social exchange theory, social identity theory), and biology (signaling theory).

Theoretical orientations in CSR implementation literature

Fourth, in terms of geographical locations being studied, majority of empirical studies were based on samples obtained from European (37%) and North American regions (22%) with only a small portion of research (16%) constituting samples from Asian countries. Further, only few studies examined other regions, such as Oceania (4%), United Kingdom (3%), Africa (1%), and South America (1%). However, the proportion of studies using samples from multiple regions was comparatively higher at around 16%. Hence, future research needs to study the less researched regions to better understand the role of context in CSR implementation. Further, given the emerging nature of cross-country research in CSR implementation (Lattemann et al., 2009 ), an additional scope exists for researchers to compare different regions in their future research.

Fifth, CSR implementation research, since the special issue in Journal of Business Ethics (Lindgreen, Swaen, et al., 2009 b) has been under the research limelight. The first empirical research conducted on CSR implementation in our collection of articles appeared in 2004, however, focus on CSR implementation has drastically improved since 2009 such that approximately 81% of CSR implementation literature has been published in 2010 and onwards. Moreover, Journal of Business Ethics is the highest contributing journal with a major share of 49% of the research studies. This was closely followed by Journal of Business Research (7%), Business Ethics: A European Review (5%), Business and Society (3%), and Business Strategy and the Environment (3%) while the remaining 32% was distributed among 28 journals. Interestingly, other top journals in the field of business ethics and CSR, such as Business Ethics Quarterly and Corporate Social Responsibility and Management were not reflected in our list of reviewed studies. This could be explained due to the absence of studies relevant to our research topic of CSR implementation and the inability of the journal to meet our selection criteria. While, other journals exclusively focusing on ethics and CSR constituted majority of the CSR implementation research, however, this topic seems relatively unexplored and under-published in general management and accounting focused journals.

Lastly, the ingrained analysis of empirical research concerning CSR implementation has shed the much needed light on how this research has changed over the years. For example, we find that while CSR communication has seen constant growth over the years, other dimensions of CSR implementation have experienced uneven growth and decline in research attention (see Fig.  4 ). The comparatively high focus placed on CSR communication brings into question the negligence of other crucial facets of CSR implementation such as CSR embedding and CSR evaluation. Overall, CSR implementation literature that covered either the entire process of CSR implementation in general or more than one dimension of CSR implementation has been gradually on the rise since 2009–2013. While the latest year indicates low publication rates, this may be attributed to the incompleteness of the time period. Upon learning from the insights gained in this descriptive analysis, we proposed a comprehensive framework to better portray the current status of CSR implementation literature and highlight more nuanced directions for future research.

CSR implementation trends over the years

Thematic Analysis: An Integrative Framework of CSR Implementation

The question that comes to mind at this moment in time is: What can we learn more about CSR implementation? We adapt an approach similar to that taken up by researchers who developed various integrative CSR implementation frameworks based on empirical data (Baumann-Pauly et al., 2013 ; Maon et al., 2009 ; Yin & Jamali, 2016 ). However, our integrative framework is built upon the analytical insights attained from the selected 140 research studies and keeping in mind our purpose of aiding academicians and practitioners in understanding the complex multi-level nature of CSR implementation. Hence, this review tries to learn from the findings attained in descriptively analyzing the 122 empirical studies in the previous section and proposes directions for future research using a macroscopic lens with the aid of an integrative multi-level CSR implementation framework (see Fig.  5 ) that can have both research and practical implications.

An integrative multi-level CSR implementation framework

The remaining of this section will discuss the four components of our proposed framework: (1) CSR implementation, (2) CSR formulation, (3) CSR outcomes, and (4) CSR context. The main focus is placed on CSR implementation, as it is the main core of this review paper. We discuss the inherent complexity of the CSR implementation construct and how extant literature has conceptualized it, setting the stage to examine two distinct attributes of CSR implementation, namely, its multi-dimensional and multi-level nature. Given the capacity and scope of this study, which is centered on CSR implementation, we lightly touch on the other three components, namely, formulation, outcomes, and context to provide an overview on the whole CSR implementation framework. In discussing CSR formulation, we unravel its absence in studies that have examined CSR implementation and illustrate different ways that future scholars can incorporate it henceforth given the strong link that exists between strategy formulation and implementation. Additionally, the next sub-section on the effect of CSR implementation provides a snapshot on how the CSR implementation literature has heavily examined organizational outcomes, particularly, non-financial, and explains the potential of studying organizational performance comprehensively along with macro-level outcomes. We then conclude this section by extrapolating on the importance of identifying and accounting for contextual variables when studying CSR implementation that may inhibit or drive the implementation process and even potentially moderate the relationship of CSR implementation with CSR formulation and CSR outcomes.

CSR Implementation Construct

CSR implementation is characterized by complexity, where the organization has to deal with different stakeholders, internally and externally. Further, this complexity of CSR implementation is pronounced with its contextual nature across industries, countries, time, and pool of stakeholders (Kleine & Hauff, 2009 ). In spite of CSR implementation experiencing complexity in these varied manners, research studies have so far neglected this aspect (Dobele et al., 2014 ). For example, Luo et al. ( 2017 ) indicate how organizations vary in their CSR disclosure based on their linkages to the central government, highlighting the underlying institutional complexity. On the other hand, Marano and Kostova ( 2016 ) examine how various countries’ institutional forces affect the adoption of CSR practices by various multi-national corporations (MNCs) indicating the presence of transnational complexity (refer to Fig.  5 , link 1-3). Similarly, Polonsky and Jevons ( 2009 ) assert that global brands face three different kinds of complexity when implementing CSR, namely, social issue complexity, organizational complexity, and communication complexity. Communication complexity is the complexity that arises regarding the type of information that needs to be communicated, the consistency that needs to be maintained across the messages and in ensuring that the organizations are also walking the walk and not just talking the talk (Baumann-Pauly et al., 2013 ; Brunton et al., 2017 ). Along these lines, a series of research articles have examined the concepts of CSR walk and CSR talk, where the former represents actual CSR implementation while the latter focuses on CSR communication (Graafland & Smid, 2019 ; Schoeneborn et al., 2020 ; Wickert et al., 2016 ). Further, Graafland and Smid ( 2019 ) found that the overall impact of CSR implementation on the society and environment is dampened in the presence of incongruency between CSR activities being communicated and CSR activities actually being implemented.

Adding to its complex nature, CSR implementation has escaped conceptualization by most of the studies under review (Klettner et al., 2014 ; Peloza et al., 2009 ; Risi & Wickert, 2017 ; Skouloudis & Evangelinos, 2014 ). On the other hand, researchers who did attempt to conceptualize the construct of CSR implementation either did so from a limited perspective of how CSR implementation occurred in the presence of stakeholder management (Osagie et al., 2016 ; Subramaniam et al., 2017 ), capacity development (Rama et al., 2009 ), social partnerships (Seitanidi & Crane, 2009 ), and employee participation (Bolton et al., 2011 ; Kim et al., 2010 ) or examined CSR implementation on the basis of the different types of CSR activities implemented by organizations (Khan et al., 2015 ; Quintana-García et al., 2018 ; Russo & Tencati, 2009 ). Although extant research has identified CSR implementation as a process comprising various stages (Farmaki, 2019 ), it falls short in operationalizing CSR implementation in a similar manner; rather, the studies were found to resort to using existing CSR scales for measuring CSR implementation (Helmig et al., 2016 ). Similar lack in exploring and discussing the process of CSR implementation was also observed among organizations (Klettner et al., 2014 ; Skouloudis & Evangelinos, 2014 ). Hence, as we acknowledge the existence of complexity in CSR implementation and the prevalent absence in conceptualizing CSR implementation, we need to understand the factors that contribute towards the aforesaid complexity of CSR implementation and how can we deal with these factors. To do so, we try to explain the inherent complexity of CSR implementation by exploring its multi-dimensional and multi-level facets that can assist future studies in better conceptualizing CSR implementation.

Multi-dimensional Nature

First and foremost, much of complexity in CSR implementation arises due to its multi-dimensional nature. Multi-dimensionality refers to information that is distributed over multiple dimensions due to its inability to align together in a single dimension such that the information is uniquely sorted into these various dimensions (Bucaro et al., 2020 ; Spalding & Murphy, 1996 ). Although extant research acknowledges the multi-dimensional nature of CSR implementation (Lindgreen, Swaen, et al., 2009 b), many have failed to conceptualize and operationalize it in such a manner, except for a few scholars. Primarily, these authors have assessed CSR implementation on the basis of the traditional classification of stakeholder theory, i.e., implementing CSR strategies directed towards society, environment, and employees (Muller & Kolk, 2009 ; Reimer et al., 2018 ; Shen & Benson, 2016 ) or as per the triple bottom line approach of economy, ecology, and society (Quintana-García et al., 2018 ; Stekelorum et al., 2019 ). However, the above conceptualizations of CSR implementation resonate with the conceptualization of the generic CSR concept itself, where CSR has been conceptualized in terms of stakeholders being targeted at or the nature of responsibility an organization holds towards its society such as economic, ethical, legal, and discretionary (Maignan & Ferrell, 2000 ; Turker, 2009 ). In the same vein, Frynas and Yamahaki ( 2016 ) suggest that CSR scholars need to diversify their usage of theories and restrict themselves from focusing only on the stakeholder view. Hence, researchers need to properly distinguish between the CSR strategy and its implementation.

Accordingly, our proposed conceptualization of CSR implementation can aid scholars and organizations in perceiving the multi-dimensional nature of CSR implementation by focusing on the four dimensions proposed in Sect.  2 . Future research can also test whether these four dimensions are practiced with equal fervor across and within organizations and industries (Walters & Anagnostopoulos, 2012 ). This will enable CSR implementation research to extend beyond CSR communication, which majority of identified empirical research in this study focused exclusively on with very little focus being placed on other CSR implementation dimensions or the construct as a whole. While CSR communication plays an important role in the implementation process, it, however, does not necessarily ensure that these practices are in fact carried out in reality (Arvidsson, 2010 ; Fassin, 2008 ).

CSR communication literature has seen a rich growth over the years (see Fig.  4 ) and as such has diversified into various sub-topics, with CSR disclosure or reporting being the most researched form of CSR communication, particularly in the accounting literature (Gödker & Mertins, 2018 ). Scholars have extensively examined the antecedents and outcomes of CSR disclosure on various fronts: individual, organizational, and country levels (Bucaro et al., 2020 ; DeTienne & Lewis, 2005 ; Lu & Wang, 2021 ; Tan et al., 2020 ; Zhang et al., 2021 ). Further, CSR communication has now diversified into the arena of social media where direct and frequent interactions with customers have heightened (Chu et al., 2020 ; Saxton et al., 2021 ). In addition to customers, CSR communication research seems to have predominantly focused on external stakeholders in general, including investors (Bucaro et al., 2020 ; Hockerts & Moir, 2004 ). Consequently, no research in our shortlisted set of studies examined CSR communication from an internal perspective. A study by Schaefer et al. ( 2019 ) does examine the impact of CSR advertisements on embedding CSR values in employees of an European energy provider, however, the CSR communication under assessment is targeted at external stakeholders. Given the strong inter-relations that exist among actions and communication of CSR activities, examining CSR communication from an interorganizational perspective can tap into the unexplored avenue of its effect on employee involvement in the CSR implementation process (Schoeneborn et al., 2020 ; Sendlhofer, 2020 ; Tourky et al., 2020 ).

Multi-level Nature

Second, while examining different dimensions of CSR implementation surely gives one the wholesome picture, one cannot ignore the multiple levels involved as the above four dimensions of CSR implementation are considered. However, as per our review only a small fraction of the empirical research on CSR implementation (6%) had conducted multi-level research. Hence, academicians have not managed to pay attention to the multiple levels that are in-built when implementing CSR. In referring to the concept of multi level, we propose that CSR implementation involves actors and characteristics at various levels in its environment such that employees, customers, and managers form individual level, while organizational characteristics such as firm size, age, ownership constitute organizational level, and so on. The conceptualization of CSR implementation in our study as discussed in Sect.  2 shows its inherent multi-level nature, where for instance, CSR values may be embedded in the form of CSR vision and mission at organizational level, while CSR awareness initiated by managers or employees occurs at individual level.

The multi-level studies under examination in this review examined CSR implementation at different levels, namely, country, institutional, industry, organizational, and individual. These studies examined (1) drivers of CSR implementation (refer Fig.  5 , link 1-3) like corporate governance and culture background (Lu & Wang, 2021 ), organizational location and distribution of country income (Zamir & Saeed, 2020 ), stakeholders and their pressures (Helmig et al., 2016 ; Pomering & Dolnicar, 2009 ), country governance, industry effect, and organizational characteristics (Lattemann et al., 2009 ); and (2) outcomes of CSR implementation including market performance (Helmig et al., 2016 ), customer attitudes (Ettinger et al., 2021 ), customer perceptions (Lindgreen, Antioco, et al., 2009 a), and employee work behavior (Shen & Benson, 2016 ). Hence, our integrative multi-level framework of CSR implementation considers the five levels discussed above as shown in Fig.  5 .

While researchers have used institutional-level interchangeably with country level due to institutionalized practices of governments or economies (Pisani et al., 2017 ), institutionalization can occur at an industry level as well (O'Connor & Shumate, 2010 ) indicating the need to distinguish institutional level of analysis. While country-level perspective pertains to factors such as government regulations and policies (Pisani et al., 2017 ), institutional-level factors, on the other hand, include institutionalized practices in the economy or corporations (O'Connor & Shumate, 2010 ). Conclusively, industry-level perspective consists of factors such as industry type (Lattemann et al., 2009 ), organizational-level perspective pertains to firm characteristics (Lattemann et al., 2009 ), and individual level refers to employees and managers (Graafland & Zhang, 2014 ; Helmig et al., 2016 ).

CSR Formulation: An Overlooked Antecedent of CSR Implementation

CSR strategy implementation is preceded by its formulation, which consists of decision making upon attaining and interpreting information (Khan, 2018 ). Given the integrative nature of this multi-level framework of CSR implementation, it becomes crucial to consider its critical antecedent, i.e., CSR formulation. Maon et al. ( 2009 ), in their CSR design and implementation framework, identified various steps involved in the formulation of CSR strategies; understanding organization’s societal purpose, identifying its stakeholders, defining CSR vision and mission, assessing current CSR practices, benchmarking with competition and developing the CSR strategy. Additionally, higher CSR orientation of board members also ensures higher proactivity in forming and implementing firm’s CSR strategy, as we identify through the links 1-2 and 1-3 in Fig.  5 (Shaukat et al., 2016 ). On the other hand, various researchers have focused on the sense making concept and linked it to how managers make sense of CSR (as opposed to having planned goals) and accordingly formulate CSR strategies, thereby dictating their implementation as depicted in links 1-2 and 2-3 in Fig.  5 (Hanke & Stark, 2009 ; Jiang et al., 2018 ; Khan, 2018 ). While the presence of stakeholders in CSR strategy formulation was found to positively influence CSR implementation (van Tulder et al., 2009 ), their real world presence in CSR formulation seems to be minimal (Trapp, 2014 ). Accordingly, future research can examine the barriers to stakeholder involvement in CSR formulation and propose ways in which organizations can enhance their involvement (link 1-2, Fig.  5 ). Moreover, scholars can also run comparative studies through collecting field data to test the difference in effectiveness of CSR implementation among organizations that involved stakeholders in formulating CSR versus organizations that had no stakeholder involvement.

Furthermore, very few researchers consider the formulation of CSR as an antecedent or control for its effect in their research studies when studying CSR implementation (Baumann-Pauly et al., 2013 ; Maon et al., 2009 ). Instead several researchers have focused directly on examining various other antecedents of CSR implementation. Accordingly, one can examine if the mediation of CSR formulation can change the impact of certain antecedents like lack of top management commitment, lack of CSR knowledge and skills, and uncertain government regulations (Graafland & Zhang, 2014 ; Luo et al., 2019 ) on CSR implementation from negative to positive. Hence, linking CSR formulation with its implementation can provide a richer feedback as it gives deeper insights into the successful execution of the formulated strategy, where successful CSR implementation can be treated as a dependent variable.

The Impact of CSR Implementation

The outcomes in CSR research have prominently focused on organizational outcomes with special attention being given to financial performance, thereby ignoring the appropriate assessment of the success of a CSR strategy by looking at its non-financial performance indicators such as employees’ extra-role behavior, consumer’s perceptions, and social and environmental performance impact (Fatima & Elbanna, 2020 ). On the other end, CSR implementation, the subset of CSR research literature, has focused exclusively on the non-financial indicators including corporate reputation (Axjonow et al., 2018 ; Kim, 2019 ), consumer purchase intentions (Bartikowski & Berens, 2021 ; Groza et al., 2011 ), and various stakeholder satisfaction such as consumers (Cantrell et al., 2015 ) and employees (Brunton et al., 2017 ; Peloza et al., 2009 ). Comparatively, only four research papers by Helmig et al. ( 2016 ), Rhou et al. ( 2016 ), Pham and Tran ( 2020 ), and Platonova et al. ( 2018 ) have looked at financial indicators. Further, the measurement of CSR performance in CSR literature has been used interchangeably to reflect the construct of CSR (Beji et al., 2021 ; Ge & Li, 2021 ; Öberseder et al., 2014 ), thereby creating a conundrum when it comes to assessing the comprehensive impact of CSR implementation strategies. Consequently, CSR implementation research requires clarification in understanding the nature of its impact on organizational performance, where it may also act as a mediator between CSR formulation and CSR impact (Graafland & Smid, 2019 ).

Future research, hence, needs to consider both financial and non-financial indicators when examining the organizational performance outcome of CSR implementation. This can be achieved, for example, through adopting the sustainability balanced scorecard perspective when measuring organizational outcomes of CSR implementation (Elbanna et al., 2015 ; Fatima & Elbanna, 2020 ). In doing so, organizations can effectively assess the overall impact of CSR implementation on CSR performance constituting social, environmental, and financial performance. In addition to examining these micro-level and meso-level (industry level, institutional level) outcomes, future research can also explore how implementation of CSR strategies within organizations and industries can lead to a macro-level sustainability impact such as the country’s economic and sustainable development (Verk et al., 2021 ) through improvement of Sustainable Development Goals (SDG) index (a standard indicator of country’s sustainability performance developed by United Nations ( 2020 )) (refer to link 3-4, Fig.  5 ).

The Context Matters

Referring to the integrative multi-level framework shown in Fig.  5 , we can clearly see how various factors interact with each other at several levels during CSR formulation and implementation. This framework provides a multi-dimensional view of CSR implementation, examines the nature of interconnectivity among the antecedents and consequences of CSR implementation, and presents CSR implementation in a multi-level manner. While, we do not push for the scholarly need to examine and account for all the variables depicted in Fig.  5 , however, we do aim to bring forth the need for future scholars to consider the context of their study and account for the impact of certain variables that may confound their results when studying CSR implementation. The various perspectives under contextual variables relate to five different levels of analysis highlighted previously in Sect.  5.1.2 (individual, firm, industry, institutional, and country levels). The categorization of these various levels has been done based on the context as per the extant literature review on CSR implementation (Helmig et al., 2016 ; Lattemann et al., 2009 ; Lindgreen, Antioco, et al., 2009 a; Shen & Benson, 2016 ). For ease of understanding, each level is listed under a stand-alone perspective that portrays various items CSR implementation scholars can explore. For instance, items such as pressure from or involvement of stakeholders like customers, employees, managers, board members, etc., relate to individual-level characteristics.

As per our earlier discussion, CSR formulation has been neglected to a certain extent by CSR implementation scholars, where significant research scope also exists in understanding if certain situations or characteristics can impact the CSR formulation–CSR implementation relationship (link 2-1-3 in Fig.  5 ). For example, to what extent organizational size or industry type and stakeholder pressures (Helmig et al., 2016 ) strengthen or weaken this relationship? Our knowledge of extant theories such as institutional theory and stakeholder theory posit for the prevalence of a positive moderation effect. The institutional theory leads to the process of ‘isomorphism’ which can be defined as a process that constrains a unit in a particular set of environmental conditions to resonate with other units existing in similar situations (DiMaggio & Powell, 1983 ). As leading organizations in controversial industries such as oil and mining respond to concerns on their societal and environmental impact (Dobele et al., 2014 ; Du & Vieira, 2012 ), other organizations are complied to follow suit to maintain legitimacy, thereby eliciting the potential role of industry type in moderating the relationship between CSR formulation and implementation. Additionally, Miska et al. ( 2016 ) found that home country characteristics played a pivotal role in shaping the type of CSR strategy that MNCs engaged in. Thus, the effect of institutional level of indicators need to be accounted for when examining the link between CSR formulation and implementation.

Similarly, stakeholder theory emphasizes an organization’s relationships with other stakeholders consisting of employees, customers, suppliers, society, and others by stressing on the importance of satisfying relevant stakeholders (Jamali, 2008 ; Zerbini, 2017 ). As organizations in the current century face rising pressures from various stakeholders to depict socially responsible behavior (Erdiaw-Kwasie et al., 2017 ; Shahzad & Sharfman, 2017 ), they are bound by normative pressure as per institutional theory to comply with these stakeholder needs to establish a sense of legitimacy among their stakeholders. Thus, through building upon the interplay of these three theories, namely, institutional theory, legitimacy theory, and stakeholder theory, future research can probe into the following research question: Are larger organizations or manufacturing industries or higher stakeholder pressures more prone to having a stronger CSR formulation–implementation relationship, in comparison to smaller organizations or service industries or lower stakeholder pressures?

Figure  5 portrays various variables under each of the five perspectives or levels that can either act as drivers or inhibitors towards implementation of CSR. Scholars can accordingly utilize this framework to attain a holistic view and empirically examine how these contextual variables may impact CSR implementation strategies of their sample under study and control for the relevant contextual variables. For instance, CSR scholars have found top managerial characteristics played a significant role towards implementation (Rodríguez Bolívar et al., 2015 ). Scholars can further extend this finding to examine if top management characteristics have a differential impact on CSR implementation dimensions, where the type of leadership may have an effect on the nature of CSR values (strategic or normative) being embedded in the organization’s employees (link 2-1-3). The upper echelons theory which states that an organization is a function of its leaders’ beliefs and thoughts as these leaders make most of the important organizational strategic decisions (Quintana-García et al., 2018 ) finds support for the above proposed moderating impact. Ethical leadership style, for instance, can instill a sense of ethical behavior among employees (Hansen et al., 2016 ) through posing as social learning models and establishing a reward system for ethically appropriate behavior (Fatima, 2020 ).

Further, as per our findings from reviewing the CSR implementation literature, some industries have rarely been studied with respect to their CSR implementation strategies such as the sports and gaming industry (link 1-3). Accordingly, future research can actively collaborate with practitioners to conduct field studies and longitudinal studies, where practitioners can execute and examine CSR implementation, while CSR scholars can act as consultants and conduct quality research. Additionally, with the influx of COVID-19 pandemic, the topical nature of CSR implementation has heightened such that organizations are now actively focusing towards building their social performance to build a safe and healthy organizational work environment and image (Donthu & Gustafsson, 2020 ; He & Harris, 2020 ). This reaction of organizations also finds theoretical support in literature as per the environmental contingency theory that asserts the influence of environment on various characteristics of the organization, such as strategy, task uncertainty, size, and technology (Hatch & Cunliffe, 2013 , p. 98). Hence, scholars can effectively conduct prospective research as opposed to the retrospective research by studying the actions taken by organizations towards their CSR implementation strategies in response to such environmental changes in real time.

Considerable number of studies have managed to study the contextual nature of CSR implementation by examining the presence of mediating and moderating variables (Eberle et al., 2013 ; Ginder et al., 2021 ; Karaosmanoglu et al., 2016 ; Lecuyer et al., 2017 ; Skard & Thorbjørnsen, 2014 ; Vlachos et al., 2009 ). It is worthy to note that all of these research studies have examined mediators and moderators only at individual level and firm level, with an exception of Thorne et al. ( 2017 ) who carried out a cross-country comparison on CSR disclosures. Our framework indicates that multiple perspectives can have a moderating impact on the relationship between CSR implementation and outcomes (refer to link 3-1-4 in Fig.  5 ). For instance, referring to our earlier discussion of stakeholder and institutional theories, future researchers can also examine whether the presence of stakeholder pressures in the form of governmental regulations, active NGOs, and media positively strengthen the relationship between CSR implementation dimensions like CSR awareness, CSR embedding, CSR communication, and outcomes like organizational legitimacy, customer’s perceptions, and organizational performance (Du & Vieira, 2012 ; Pomering & Dolnicar, 2009 ; Rhou et al., 2016 ).

Moreover, given the relatively low level of research being conducted in developing regions such as South America, Asia, and Africa, future research can study whether uncertain regulations weaken the relationship between CSR embedding in suppliers and supplier loyalty or supplier compliance through weakening the coercive pressures felt by organizations in compliance with institutional theory (Boyd et al., 2007 ; Lim & Phillips, 2008 ). Further research ideas can also be attained through scrutinizing our proposed framework where CSR implementation researchers can expand their theoretical support from merely focusing on stakeholder and legitimacy theory to other theories such as structural contingency theory for industry perspective, leadership contingency theory for individual perspective, intergroup theory for CSR embedding, population ecology for institutional perspective, agency theory for the relationship between CSR formulation and CSR implementation in SMEs and so on.

While it is difficult to ensure that one research study covers various levels as depicted in the CSR implementation framework, it, however, becomes easier to realize the presence of multiple factors that may affect CSR implementation–outcomes relationship. With this knowledge at hand, academicians can account and control for the factors, when applicable. Similarly, practitioners can also utilize this framework to get an overarching purview of CSR implementation and better understand the various factors that may positively or adversely impact the different outcomes of CSR implementation, and accordingly, take the necessary proactive decisions.

Upon analyzing the empirical literature trends on CSR implementation in Sect.  4 , several suggestions for future research were made pertaining to the nature of research, level of analysis, theoretical support, and geographical expansion. Further insights were gained through the depiction of an integrative multi-level CSR implementation framework developed in the previous section of thematic analysis. In doing so, this research study has made several theoretical and practical implications, as discussed below.

In terms of theoretical implications, first, we found that scholars have placed a considerable amount of focus towards examining the factors impacting implementation of CSR (antecedents, mediators, and moderators) and the organizational-level consequences of CSR implementation. In comparison, fewer studies have looked at non-organizational consequences or carried out field studies or longitudinal case studies to examine the implementation of complete CSR strategies. Hence, one of the prime insights for future research involve attaining deeper insights into how organizations implement CSR with respect to CSR awareness, CSR embedding, CSR communication, and CSR evaluation. In doing so, researchers would be able to examine CSR implementation from multi-dimensional and multi-level perspectives.

Second, one of the prominent difficulties encountered by organizations when implementing CSR relates to prioritizing stakeholders’ interests (Lee, 2011 ; Porter & Kramer, 2006 ). Different organizations place importance on different stakeholders and as such, a universal solution to prioritize stakeholders becomes difficult. We attempt to resolve this dilemma by proposing a CSR implementation definition (outlined in Sect.  2 ) that indicates the process of CSR implementation as an integrated and a comprehensive process which entails coordinated involvement of all stakeholders at different degrees throughout the four dimensions of CSR implementation.

Third, enhancing from the above research agenda, scholars could also link how multiple dimensions of CSR implementation relate to each other. For instance, Pomering and Dolnicar ( 2009 ) examined whether CSR communication by organizations leads to higher CSR awareness of customers. Furthermore, within the field of CSR implementation, some of its dimensions have not been as heavily researched as the rest; CSR communication has been of prime focus for several academicians. However, only three studies were found to study CSR evaluation as a part of the implementation process (Cowper-Smith & de Grosbois, 2011 ; Schaefer et al., 2019 ; Vlachos et al., 2009 ). Evaluating CSR in the implementation phase resonates with assessing the extent to which CSR objectives are met. However, CSR evaluation has mostly focused on assessing CSR performance using secondary databases like Kinder, Lyndenberg, and Domini (Rhou et al., 2016 ). Thus, to examine CSR evaluation as a part of the implementation phase, researchers need to study other internal stakeholders in addition to employees, such as way of monitoring CSR strategies by both board members and top managements. Accordingly, examining other CSR implementation dimensions in detail, specifically perceiving them from a different lens would enrich the extant knowledge on CSR implementation.

Fourth, most of the CSR implementation–performance literature has looked at organizational and individual-level outcomes. Given the very nature of an organization is to ensure profitability, the prime focus has been placed by researchers in identifying how CSR implementation impacts organizational outcomes such as organizational reputation and CSR performance. Similarly, customers are deemed as the most important stakeholder given their direct impact on organization’s profitability, and thereby, its sustenance. Accordingly, most prior studies have examined the impact of CSR strategy implementation on customer perceptions and behaviors. However, a research gap exists with regard to studying the impact on other external stakeholders like suppliers’ loyalty and suppliers’ compliance. Moreover, the impact of organization’s CSR implementation has been restricted to micro-level and meso-level, where country-level impacts such as on economic improvement and increase in sustainability index have not yet been studied. Therefore, researchers need to examine meso-level and macro-level impacts of implementing CSR strategies. Understandably, the absence of studies examining macro-level outcomes of CSR maybe due to the exclusion of sustainability construct from our literature search which is more prominently linked with country-level outcomes like sustainable development goals. Future reviews can, as such, consider the prospect of examining implementation of sustainability strategies as opposed to the concept of CSR which was the focus in this review.

The restrictive journal criteria used in this systematic review pose a constricted presentation of the CSR implementation literature. However, we followed the standard journal selection criteria used widely across general business and management reviews. Further, we aimed to examine high-quality research on CSR implementation, thereby justifying our usage of a restricted journal criteria. In order to attain a more general view and to better understand the research trends of a vast literature of CSR implementation that includes research in established ethics and CSR focused journals like Journal of Cleaner Production and Corporate Social Responsibility and Environmental Management, future scholars can conduct bibliometric analysis or meta-analysis with a more relaxed journal criteria.

This research study also produces various implications for practitioners regarding CSR implementation. First, practitioners can make use of the proposed CSR implementation dimensions that stresses on its multi-level and multi-dimensional nature and identifies it as a process that is not restricted to a stakeholder view. Accordingly, managers can make appropriate decisions to ensure CSR strategies are properly implemented in their organizations and are not solely restricted to financial investments. Second, top management and policy makers can utilize the CSR implementation framework for a bird’s eye view on the potential factors that can impact CSR implementation and the possible outcomes of CSR implementation. In doing so, organizations can pay heed to contextual factors that may impede or promote implementation of CSR and its relationship with different outcomes. Third, practitioners, upon realizing the multi-level impact of CSR implementation, which goes beyond the individual and organizational levels, can reflect upon their current organizational CSR strategies and accordingly, revise or formulate better versions.

To sum, CSR implementation has come a long way in the past decade and still has a long way to go. This review paper attempts to enlighten the research community with insights on the progress of CSR implementation research and how it can be further improved to enrich our understanding of the concept of CSR implementation. With the proposition of CSR implementation dimensions that facilitate the review of literature, an integrative multi-level CSR implementation framework has been developed to assist future research on CSR implementation in getting closer to reality by portraying the interconnectivity in implementing any organizational strategic decision. With the above research contributions, this study attempted to set the stage for future research to build upon by conducting richer and deeper empirical studies that examine CSR implementation in the right light.

A table reviewing the literature on CSR implementation has been submitted as supplementary material due to paper length considerations and is also available from the authors upon request.

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Fatima, T., Elbanna, S. Corporate Social Responsibility (CSR) Implementation: A Review and a Research Agenda Towards an Integrative Framework. J Bus Ethics 183 , 105–121 (2023). https://doi.org/10.1007/s10551-022-05047-8

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5 Examples of Corporate Social Responsibility That Were Successful

• 06 Jun 2019

Business is about more than just making a profit. Climate change, economic inequality, and other global challenges that impact communities worldwide have compelled companies to be purpose-driven and contribute to the greater good .

In a recent study by Deloitte , 93 percent of business leaders said they believe companies aren't just employers, but stewards of society. In addition, 95 percent reported they’re planning to take a stronger stance on large-scale issues in the coming years and devote significant resources to socially responsible initiatives. With more CEOs turning their focus to the long term, it’s important to consider what you can do in your career to make an impact .

Access your free e-book today.

What Is Corporate Social Responsibility?

Corporate social responsibility (CSR) is a business model in which for-profit companies seek ways to create social and environmental benefits while pursuing organizational goals, like revenue growth and maximizing shareholder value .

Today’s organizations are implementing extensive corporate social responsibility programs, with many companies dedicating C-level executive roles and entire departments to social and environmental initiatives. These executives are commonly referred to as a chief officer of corporate social responsibility or chief sustainability officer (CSO).

There are many types of corporate social responsibility and CSR might look different for each organization, but the end goal is always the same: Do well by doing good . Companies that embrace corporate social responsibility aim to maintain profitability while supporting a larger purpose.

Rather than simply focusing on generating profit, or the bottom line, socially responsible companies are concerned with the triple bottom line , which considers the impact that business decisions have on profit, people, and the planet.

It’s no coincidence that some of today’s most profitable organizations are also socially responsible. Here are five examples of successful corporate social responsibility you can use to drive social change at your organization.

5 Corporate Social Responsibility Examples

1. lego’s commitment to sustainability.

As one of the most reputable companies in the world, Lego aims to not only help children develop through creative play, but foster a healthy planet.

Lego is the first, and only, toy company to be named a World Wildlife Fund Climate Savers Partner , marking its pledge to reduce its carbon impact. And its commitment to sustainability extends beyond its partnerships.

By 2030, the toymaker plans to use environmentally friendly materials to produce all of its core products and packaging—and it’s already taken key steps to achieve that goal.

Over the course of 2013 and 2014, Lego shrunk its box sizes by 14 percent , saving approximately 7,000 tons of cardboard. Then, in 2018, the company introduced 150 botanical pieces made from sustainably sourced sugarcane —a break from the petroleum-based plastic typically used to produce the company’s signature building blocks. The company has also recently committed to removing all single-use plastic packaging from its materials by 2025, among other initiatives .

Along with these changes, the toymaker has committed to investing $164 million into its Sustainable Materials Center , where researchers are experimenting with bio-based materials that can be implemented into the production process.

Through all of these initiatives, Lego is well on its way to tackling pressing environmental challenges and furthering its mission to help build a more sustainable future.

Related : What Does "Sustainability" Mean in Business?

2. Salesforce’s 1-1-1 Philanthropic Model

Beyond being a leader in the technology space, cloud-based software giant Salesforce is a trailblazer in the realm of corporate philanthropy.

Since its outset, the company has championed its 1-1-1 philanthropic model , which involves giving one percent of product, one percent of equity, and one percent of employees’ time to communities and the nonprofit sector.

To date, Salesforce employees have logged more than 5 million volunteer hours . Not only that, but the company has awarded upwards of $406 million in grants and donated to more than 40,000 nonprofit organizations and educational institutions.

In addition, through its work with San Francisco Unified and Oakland Unified School Districts, Salesforce has helped reduce algebra repeat rates and contributed to a high percentage of students receiving A’s or B’s in computer science classes.

As the company’s revenue continues to grow, Salesforce stands as a prime example of the idea that profit-making and social impact initiatives don’t have to be at odds with one another.

3. Ben & Jerry’s Social Mission

At Ben & Jerry’s, positively impacting society is just as important as producing premium ice cream.

In 2012, the company became a certified B Corporation , a business that balances purpose and profit by meeting the highest standards of social and environmental performance, public transparency, and legal accountability.

As part of its overarching commitment to leading with progressive values, the ice cream maker established the Ben & Jerry’s Foundation in 1985, an organization dedicated to supporting grassroots movements that drive social change.

Each year, the foundation awards approximately $2.5 million in grants to organizations in Vermont and across the United States. Grant recipients have included the United Workers Association, a human rights group striving to end poverty, and the Clean Air Coalition, an environmental health and justice organization based in New York.

The foundation’s work earned it a National Committee for Responsive Philanthropy Award in 2014, and it continues to sponsor efforts to find solutions to systemic problems at both local and national levels.

Related : How to Create Social Change: 4 Business Strategies

4. Levi Strauss’s Social Impact

In addition to being one of the most successful fashion brands in history, Levi’s is also one of the first to push for a more ethical and sustainable supply chain.

In 1991, the brand created its Terms of Engagement , which established its global code of conduct regarding its supply chain and set standards for workers’ rights, a safe work environment, and an environmentally-friendly production process.

To maintain its commitment in a changing world, Levi’s regularly updates its Terms of Engagement. In 2011, on the 20th anniversary of its code of conduct, Levi’s announced its Worker Well-being initiative to implement further programs focused on the health and well-being of supply chain workers.

Since 2011, the Worker Well-being initiative has been expanded to 12 countries and more than 100,000 workers have benefited from it. In 2016, the brand scaled up the initiative, vowing to expand the program to more than 300,000 workers and produce more than 80 percent of its product in Worker Well-being factories by 2025.

For its continued efforts to maintain the well-being of its people and the environment, Levi’s was named one of Engage for Good’s 2020 Golden Halo Award winners, which is the highest honor reserved for socially responsible companies.

5. Starbucks’s Commitment to Ethical Sourcing

Starbucks launched its first corporate social responsibility report in 2002 with the goal of becoming as well-known for its CSR initiatives as for its products. One of the ways the brand has fulfilled this goal is through ethical sourcing.

In 2015, Starbucks verified that 99 percent of its coffee supply chain is ethically sourced , and it seeks to boost that figure to 100 percent through continued efforts and partnerships with local coffee farmers and organizations.

The brand bases its approach on Coffee and Farmer Equity (CAFE) Practices , one of the coffee industry’s first set of ethical sourcing standards created in collaboration with Conservation International . CAFE assesses coffee farms against specific economic, social, and environmental standards, ensuring Starbucks can source its product while maintaining a positive social impact.

For its work, Starbucks was named one of the world’s most ethical companies in 2021 by Ethisphere.

The Value of Being Socially Responsible

As these firms demonstrate , a deep and abiding commitment to corporate social responsibility can pay dividends. By learning from these initiatives and taking a values-driven approach to business, you can help your organization thrive and grow, even as it confronts global challenges.

Do you want to gain a deeper understanding of the broader social and political landscape in which your organization operates? Explore our three-week Sustainable Business Strategy course and other online courses regarding business in society to learn more about how business can be a catalyst for system-level change.

This post was updated on April 15, 2022. It was originally published on June 6, 2019.

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Case Studies

Hyatt hotels: developing an integrated csr strategy, june 3, 2011, the challenge.

One of the biggest industries globally, travel and tourism contributes up to 10 percent of the world’s economy and about one in every 12 jobs. Yet most companies in this sector are still in the early stages of assessing and addressing their sustainability impacts. To better communicate the newly public company’s commitment to responsible practices, and to prepare for the increased transparency required of public companies, Hyatt leaders partnered with BSR to articulate a vision for an integrated sustainability strategy.

Our Strategy

Our goal was to help Hyatt build a strategy that connects corporate responsibility objectives to business goals in ways that:

• Deliver value and innovation to Hyatt’s operating companies.
• Identify and mitigate sustainability risks.
• Build trust externally and engage colleagues internally.

At Hyatt, which owns, manages, and franchises hotels, engaging internal stakeholders such as general managers, owners, associates, and executives was an essential first step in understanding the unique global and local sustainability challenges each property faces.

First, BSR interviewed several executives to establish senior management’s current and future conception of CSR. We then conducted workshops in Asia, the Middle East, Europe, and the United States to identify current activities, prioritize CSR issues, and understand regional nuances. Several key themes emerged:

• Addressing poverty and inequality in local communities through education and economic self-sufficiency
• Recruiting, developing, and retaining staff
• Managing the environmental footprints of its hotels, expanding its commitment to sustainable sourcing, protecting the biodiversity of the areas surrounding its hotels, and using sustainable design and construction

This work allowed Hyatt to develop and implement “Hyatt Thrive,” a strong, practical CSR vision representing Hyatt’s goal of creating “thriving communities, places where we are proud to work, our neighbors want to live, and our guests want to visit.” The platform, which establishes a global CSR framework with a common vision and strategic focus that can easily be implemented locally, is centered on four pillars: educational and personal advancement, health and wellness, environmental sustainability, and economic development and investment. Hyatt Thrive’s primary objective is to help the company communicate its philanthropic, environmental, and community engagement initiatives, and to position Hyatt to focus on and articulate the value it brings as a global company to the many communities it serves.

The CSR strategy has spurred additional sustainability initiatives, including a new human rights policy statement that references specific industry issues such as human trafficking. Hyatt Thrive also led to an improved approach to aligning Hyatt’s giving and volunteerism with the four pillars of the Thrive framework.

• Travel and Tourism

Let’s talk about how BSR can help you to transform your business and achieve your sustainability goals .

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Please note you do not have access to teaching notes, corporate social responsibility: a case study in the company of urbanization of curitiba.

Social Responsibility Journal

ISSN : 1747-1117

Article publication date: 26 March 2021

Issue publication date: 7 January 2022

The purpose of this paper is to analyze the commitment to a corporate social responsibility (CSR) practice developed by Company of Urbanization of Curitiba S/A – URBS, located in Curitiba (Paraná), Brazil. The paper observes the CSR practice developed by the company.

Design/methodology/approach

A descriptive study that used a qualitative approach was held. The research strategy of the research used consisted of a case study. Data were collected through semi-structured, in-depth interviews, documental analysis and direct observation. These data were further analyzed through the content analysis’ perspective.

The organization in question, even without obligation, develops a CSR project that contributes to the formation and awareness of young citizens, comprising ethical, voluntary, economical and legal responsibilities.

Research limitations/implications

Because of the fact that this is a single case study, the results cannot be generalized, representing only the reality of this case.

Practical implications

The practical implications of this study lies in the attention toward training of students of public schools, especially in aspects of buses and services usage and care for public equity, factors that even contribute to citizenship and the formation of better people and professionals. This will, in the future, contribute to form citizens that are more aware and who will tend to contribute to adequate usage of the transportation system as a whole, resulting in savings for the organization.

Social implications

The project analyzed in this study contributes to the formation of better citizens regarding the respect and ethical responsibilities they develop toward the public transportation system.

Originality/value

This paper demonstrates the commitment to a CSC practice made by a mixed-economy organization that develops this practice to contribute to the formation of citizens of the city. The value of this paper lies in the fact that it shows how CSR practices can be aligned with other practices of organizations, contributing to all stakeholders involved in it.

• Corporate social responsibility
• Social commitment
• Organizational strategy

Singh, A.S. , De Carli, E. , Virtuoso, L.A. , Segatto, A.P. and Alves, F.S. (2022), "Corporate social responsibility: a case study in the company of urbanization of Curitiba", Social Responsibility Journal , Vol. 18 No. 1, pp. 85-105. https://doi.org/10.1108/SRJ-03-2018-0067

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Jan 2, 2024

16 Brands Doing Corporate Social Responsibility Successfully

• Digital Strategy
• Digital Marketing

Corporate Social Responsibility (CSR) allows businesses large and small to enact positive change. It’s when companies choose to do what’s right not only for their bottom line but also to build customer trust. 

Consumers feel that when they use a product or service of a socially responsible company, they are doing their part. The more socially responsible the company, the more supportive its community and consumers become.

Corporate social responsibility helps gain customer trust, raise awareness, and encourage social change. Although many companies do their part, the efforts of large global corporations have far-reaching results that can impact global issues, from hunger and health to global warming and climate change. 

Plus with artificial intelligence (AI) being adopted rapidly by companies, businesses now need to link their CSR efforts with their responsible AI efforts (more on that later). 

Keep reading to see examples of how some major brands are doing CSR successfully (along with one brand that re-evaluated its CSR strategy after facing criticism for having the wrong kind of social impact). 

12 Ways Digital Marketers Can Use ChatGPT

Examples of corporate social responsibility in action.

Corporate social responsibility comes in many forms. Even the smallest company can impact social change by making a simple donation to a local food bank. Some of the most common examples of CSR include:

• Reducing carbon footprints
• Improving labor policies
• Participating in fairtrade
• Diversity, equity and inclusion
• Charitable global giving
• Community and virtual volunteering
• Corporate policies that benefit the environment
• Socially and environmentally conscious investments

Millennials Want to See More Corporate Social Responsibility

To millennials and Generation Z, socially responsible companies are even more important. They believe companies should invest in improving society and look for solutions that assist in those improvements.

A recent poll found that young Americans feel brands need to be held to a higher standard — 80 percent are likely to base their purchases on a brand’s mission or purpose. While 74 percent would boycott brands for crossing an ethical line and going against their personal values.

So, companies need to share how they are trying to make a positive impact on the world, so the public can see their pro-social initiatives. Showcasing efforts is key so it’s important to learn how to market to millennials because these efforts will sway the choices they make as consumers.

Millennials also like to take part in initiatives such as volunteer work or making donations. As ever more companies begin to see the impact their socially and environmentally conscious efforts have on a consumer’s perception, the more chance there is that they will begin initiatives of their own.

Changing Corporate Social Responsibility Trends

Activism by millennials and, indeed, all generations will also influence changing trends in CSR. You can expect to see companies continue to take a public stand against on-the-job harassment and discrimination thanks to the #metoo movement. 

Diversity in the workplace will also continue to expand to embrace people of all races, genders, cultures, disabilities, and sexual orientations. Many brands are becoming more vocal and showing their support for important social issues on social media to great effect.

Companies will also find their own voices to speak out against social injustice and policy changes that will negatively impact the environment. Even policies to protect data privacy in an ever-changing environment can become part of the CSR trends as more and more data breaches threaten personal information.

In 2022, Patagonia’s founder, Yvon Chouinard set a new standard in environmental corporate leadership by giving away the company and its future profits to fight climate change. 

“If we have any hope of a thriving planet – much less a thriving business – 50 years from now, it is going to take all of us doing what we can with the resources we have,” said Chouinard. “This is another way we’ve found to do our part.”

Corporate Social Responsibility and AI

While AI offers many benefits to organizations - automation, optimization and personalization - it also carries risks. 

As AI depends so much on data to learn and provide insights, bad or incorrect data can create skewed results and result in bias that leads to inequality or prejudice. For example, there is a close connection between responsible AI and efforts to promote social and environmental sustainability.

Customers can also be confused about how AI is used in a company and create an environment of mistrust if efforts aren’t made to be transparent and fair in its use.  

This is where Responsible Artificial Intelligence or RAI comes in. According to an MIT expert survey , 90% of managers in companies with at least $100 million in annual revenues — reported that their organization’s RAI and CSR efforts are linked. 

“From an organizational perspective, the practical implementation of the responsible AI initiative needs to be closely aligned to corporate social responsibility efforts to steer responsible business outcomes,” says Aisha Naseer, Director of research at Huawei Technologies Co. (UK). 

In this era of AI, it’s worth determining if you need to revisit your CSR initiatives by looking at the organizational culture, the level of AI maturity in-house and the strengths of CSR efforts (and whether linking them to AI would bolster them). 

Brands Doing it Right

1.  renewable innovation: johnson & johnson.

An excellent example of CSR on the frontline is big pharma pioneer Johnson & Johnson . They have focused on reducing their impact on the planet for three decades. Their initiatives range from leveraging the power of the wind to providing safe water to communities around the world.

Their purchase of a privately-owned energy supplier in the Texas Panhandle allowed the company to reduce pollution while providing a renewable, economical alternative to electricity. The company continues to seek out renewable energy options with the goal of having 100% of its energy needs from renewable sources by 2025 .

2. Social issues: Google

Google is trusted not only for its environmentally friendly initiatives but also due to its outspoken CEO, Sundar Pichai. He stands up against social issues including President Donald Trump’s anti-Muslim comments and the impact of AI in society in terms of misinformation and fake news.

Google also funds initiatives to drive inclusion both in the company and society in the areas of:

• Racial equity
• Disability inclusion
• Gender equality 
• LGBTQ+ inclusion
• Veteran inclusion

The company also builds tools to help minority-owned businesses and communities and factors in accessibility.  

3. Sustainability: Coca-Cola

As a brand, Coca-Cola is putting a huge focus on sustainability. The key areas are climate, packaging and agriculture along with water stewardship and product quality. 

Their message is ‘a world without waste’, with the aim of collecting and recycling every bottle, making their packaging 100% recyclable and replacing all water used in creating their drinks back to the environment to ensure water security. They aim that by 2030, they will have reduced their carbon footprint by 25% .

A number of years ago Coca-Cola unveiled its first bottle made from 100% plant-based plastic. “ Our goal is to develop sustainable solutions for the entire industry. We want other companies to join us and move forward, collectively. We don’t see renewable or recycled content as areas where we want competitive advantage,” said Dana Breed, Global R&D Director, Packaging and Sustainability, The Coca-Cola Company. 

4. Carbon neutral & pay equity: Ford Motor Company

Ford has huge plans in the area of CSR. Their mission is to ‘build a better world, where everyone is free to move and pursue their dreams’. They have increased investment in electrification to $22Bn (from an original $11Bn ) and aim for their vehicles to be carbon neutral by 2050 .  

“We’re committed to carbon neutrality”, stated Bob Holycross, Ford’s VP, Chief Sustainability, Environment & Safety Officer. “It’s the right thing for our customers, the planet and Ford. Ninety-five percent of our carbon emissions today come from our vehicles, operations and suppliers, and we’re tackling all three areas with urgency and optimism,”

Interestingly, the company is also focusing on pay equity. They are conducting a diversity, equity and inclusion audit while introducing a global salaried pay ratio (including gender) to level the playing field for all employees.

5 & 6. Employee rights: Netflix & Spotify

From a social perspective, companies such as Netflix and Spotify offer benefits to support their employees and families.

Netflix offers 52 weeks of paid parental leave to the birth parent and non-birth parent (which includes adopted children). This can be taken at any time whether it is the first year of the child's life or another time that suits their needs. This compares to a median of 18 weeks at other major tech companies.

Spotify offers a similar program , although for a shorter duration of 24 weeks of paid leave but employees can take parental leave until their child is three years of age. The program also allows employees one month of flexible work when they return to help transition from being a full-time parent to a full-time employee.

When it comes to social causes, Netflix and Spotify use their social media platforms to show support for movements such as Pride Month, environmental sustainability, and Black Lives Matter. Netflix sets an example of how to target - and appeal to - niche and minority audiences through clever social media . Its channel ‘Strong Black Lead’ is just one example. 

7. Access to healthcare: Pfizer

The Pfizer Foundation was established in 1953 and its goal is to “help build healthier communities around the world”. To do this it supports community-based innovations and safety net healthcare providers, promotes health equity and enables equitable access to vaccines. 

They also provide grants in the instance of natural disasters such as Haiti in the aftermath of Hurricane Matthew and the global refugee crisis in Europe and the Middle East. This money is provided in cooperation with NGOs to reach as many people as possible. 

Through Pfizer’s Global Health Innovation Grants program, $100,000 is provided each year to twenty organizations to drive solutions to address vaccine-preventable illnesses in their communities. The North Star Alliance in Uganda is one grant recipient. 

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8. Philanthropic Donations: Wells Fargo

Wells Fargo donates up to 1.5% of its revenue to charitable causes each year to more than 14,500 nonprofits through philanthropy such as food banks and incubators (plant science and renewable energy) to hasten the speed to market for start-ups.

A recent ‘Housing Affordability Breakthrough Challenge’ was established by Wells Fargo to address the housing affordability crisis in America. Winners of the challenge received between $2 to $3 million along with support from peers and industry experts to scale new strategies to make homes more accessible and affordable.

The company also collaborated with Team Rubicon to train veterans to rebuild homes. A $750,000 grant will help to give veterans trade skills such as contracting, electric, and plumbing to use in their communities.

9. Grassroots campaigns: TOMS

TOMS's mission was to donate a pair of shoes for every pair they sell and this has resulted in the donation of over 95 million pairs of shoes to children in need. However, the company faced criticism for creating a dependency on free shoes and collapsing local shoe-making industries.

As a result, TOMS re-evaluated its strategy. Instead of focusing on free shoes, the company now donates one-third of its profits to grassroots campaigns in the areas of mental health, access to opportunity, and ending gun violence.  

“We learned that giving shoes, sight, and safe water for over a decade was an amazing start— the right start — to creating meaningful change. But, the decision to give impact grants instead will enable our community to do even more. Rather than giving shoes, we’re giving 1⁄3 of our profits. In other words, $1 for every $3 we make, which is about as much as a company can give while still keeping the lights on.” - TOMS Impact Report.

As a result of their CSR initiatives, TOMS has helped 105 million people’s lives and counting!

10. Climate neutral:  Bosch

Bosch set itself ambitious goals for protecting the environment, with an aim to reduce their ecological footprint through climate action, water usage, and a circular economy.

It seems this ambition has paid off and paved the way for other global companies, as 400 of its locations are now climate neutral. The company now wants to reduce upstream (purchased goods and services) and downstream (product use) emissions by 15% in 2030.  

“Having achieved our initial targets for scopes 1 and 2, we are now tackling scope 3 emissions with the same degree of rigor – setting specific targets and milestones for the coming years.” - Torsten Kallweit, Head of EHS AND Sustainability

​​​​​​​11. Clean technology: GE

It's been over a decade since General Electric launched Ecomagination, its renewable business strategy with a mission to double down on clean technology and generate $20 billion in revenue from green products.

As part of its ‘Ecomagination Challenge’ launched last year, GE awarded five people $100,000 each to develop their innovations such as an inflatable wind turbine, an intelligent water meter, a cyber secure network infrastructure, and short-circuiting and outage technology.   

12. Workplace diversity & inclusion: Starbucks

With an eye to hiring, Starbucks wanted to diversify its workforce and provide opportunities for specific cohorts. It has pledged to hire 25,000 US military veterans and spouses by 2025 as part of its socially responsible efforts. The company has surpassed targets , hiring 40,000 veterans and spouses since the launch. 

To tackle racial and social equity, Starbucks announced a mentorship program to connect black, indigenous, and people of color (BIPOC) to senior leaders and invest in partnerships. The chain also aims to have BIPOC represented at 30% in corporate roles and 40% in retail and manufacturing by 2025.    

Read: ‘Digital Accessibility: What Marketers Need to Know’ to find out how you can make your marketing activities more accessible. 

13.  Sustainability:  New Belgium Brewing Company 

This brewing company owned entirely by its employees through a stock ownership plan is focused on sustainability. Its Fort Collins, Colorado brewery produces its electricity through solar panels and wastewater and aims to have all its beer carbon neutral by 2030. 

New Belgium Brewing Company prides itself on reaching some key milestones . It is the first wind-powered brewery in the United States, the first certified carbon-neutral beer in North America (Fat Tire), and the first to achieve a perfect score of 100 on the Human Rights Campaign’s Corporate Equality Index. 

It also gives away $1 of every barrel sold to support its philanthropic initiatives, values and goals giving away $30 million so far. According to the Director of CSR, Katie Wallace: “We consider social and environmental well-being to be intricately intertwined.”

14. Local communities: The Walt Disney Company

Disney committed to reducing emissions and waste along with using sustainable design and sustainable materials in its 2030 Environmental Goals report . Some of the goals include achieving net zero emissions for direct operations, using plastic that contains at least 30 percent recycled content or a lower-impact alternative material and eliminating single use plastics on cruise ships by 2025. 

They are actively ensuring strict international labor policies to protect the safety and rights of their employees.

They are also active in the community and encourage employees to do the same. Through Disney’s VoluntEARS program, employees and cast members worldwide have volunteered 13 million hours of service to their communities while more than $140 million of Disney’s donations were directed to programs serving underrepresented communities. 

15. Packaging: LEGO

Lego has tripled spending on sustainability initiatives to $1.4 billion by 2025 with a focus on making products from more sustainable and circular materials by 2032.

Their primary focus as a modern-day superbrand is to phase out single-use plastic packaging for its bricks with all packaging to be sustainable by 2025. While testing on creating a sustainable brick has been challenging, the company is committed to continuing its research to come up with a viable solution.  

Currently, 93% of packaging is made from paper, cardboard, and other paper-based materials. Work is now underway to replace single-use plastic pre-pack bags in LEGO boxes with paper-based ones in partnership with the Forest Stewardship Council.

LEGO Group CEO, Niels B Christiansen said: “We cannot lose sight of the fundamental challenges facing future generations. It’s critical we take urgent action now to care for the planet and future generations. As a company that looks to children as our role models, we are inspired by the millions of kids who have called for more urgent action on climate change.”

16. . Social media & journalism: The Washington Post

In the wake of fake news, news outlets are taking to social media networks like TikTok and Threads to address a new audience and tackle false information around issues such as the U.S. election and coronavirus. 

The Washington Post is one example of a news brand using TikTok successfully. Their tagline is ‘We are a Newspaper’ and their TikTok profile already has 1.7 million followers (and growing). Their goal? To draw in new readers and build trust using short-form videos and viral content.

According to Dave Jorgensen, the Post’s social media guru, the rapid rise of TikTok is down to the fact that the platform has increased the trust between the paper and its followers. He believes that TikTok is journalism in every sense. “ Pretty much every other TikTok has something news related in it and with that we are delivering news to the users. That’s what journalism is – delivering news however you are able to in a responsible way. ”

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Home » Management Case Studies » Case Study: Corporate Social Responsibility of Starbucks

Case Study: Corporate Social Responsibility of Starbucks

Starbucks is the world’s largest and most popular coffee company. Since the beginning, this premier cafe aimed to deliver the world’s finest fresh-roasted coffee. Today the company dominates the industry and has created a brand that is tantamount with loyalty, integrity and proven longevity. Starbucks is not just a name, but a culture .

It is obvious that Starbucks and their CEO Howard Shultz are aware of the importance of corporate social responsibility . Every company has problems they can work on and improve in and so does Starbucks. As of recent, Starbucks has done a great job showing their employees how important they are to the company. Along with committing to every employee, they have gone to great lengths to improve the environment for everyone. Ethical and unethical behavior is always a hot topic for the media, and Starbucks has to be careful with the decisions they make and how they affect their public persona.

The corporate social responsibility of the Starbucks Corporation address the following issues: Starbucks commitment to the environment, Starbucks commitment to the employees, Starbucks commitment to consumers, discussions of ethical and unethical business behavior, and Starbucks commitment and response to shareholders.

Commitment to the Environment

The first way Starbucks has shown corporate social responsibility is through their commitment to the environment. In order to improve the environment, with a little push from the NGO, Starbucks first main goal was to provide more Fair Trade Coffee. What this means is that Starbucks will aim to only buy 100 percent responsibly grown and traded coffee. Not only does responsibly grown coffee help the environment, it benefits the farmers as well. Responsibly grown coffee means preserving energy and water at the farms. In turn, this costs more for the company overall, but the environmental improvements are worth it. Starbucks and the environment benefits from this decision because it helps continue to portray a clean image.

Another way to improve the environment directly through their stores is by “going green”. Their first attempt to produce a green store was in Manhattan. Starbucks made that decision to renovate a 15 year old store. This renovation included replacing old equipment with more energy efficient ones. To educate the community, they placed plaques throughout the store explaining their new green elements and how they work. This new Manhattan store now conserves energy, water, materials, and uses recycled/recyclable products. Twelve stores total plan to be renovated and Starbucks has promised to make each new store LEED, meaning a Leader in Energy and Environmental Design. LEED improves performance regarding energy savings, water efficiency, and emission reduction. Many people don’t look into environmentally friendly appliances because the upfront cost is always more. According to Starbucks, going green over time outweighs the upfront cost by a long shot. Hopefully, these new design elements will help the environment and get Starbucks ahead of their market.

Commitment to Consumers

The second way Starbucks has shown corporate social responsibility is through their commitment to consumers. The best way to get the customers what they want is to understand their demographic groups. By doing research on Starbucks consumer demographics, they realized that people with disabilities are very important. The company is trying to turn stores into a more adequate environment for customers with disabilities. A few changes include: lowering counter height to improve easy of ordering for people in wheelchairs, adding at least one handicap accessible entrance, adding disability etiquette to employee handbooks, training employees to educate them on disabilities, and by joining the National Business Disability Council. By joining the National Business Disability Council, Starbucks gains access to resumes of people with disabilities.

Another way Starbucks has shown commitment to the consumers is by cutting costs and retaining loyal customers. For frequent, loyal customers, Starbucks decided to provide a loyalty card. Once a customer has obtained this card, they are given incentives and promotions for continuing to frequent their stores. Promotions include discounted drinks and free flavor shots to repeat visitors. Also, with the economy being at an all time low, Starbucks realized that cheaper prices were a necessity. By simplifying their business practices, they were able to provide lower prices for their customers. For example, they use only one recipe for banana bread, rather than eleven!

It doesn’t end there either! Starbucks recognized that health is part of social responsibility. To promote healthier living, they introduced “skinny” versions of most drinks, while keeping the delicious flavor. For example, the skinny vanilla latte has 90 calories compared to the original with 190 calories. Since Starbucks doesn’t just sell beverages now, they introduced low calorie snacks. Along with the snacks and beverages, nutrition facts were available for each item.

Also one big way to cut costs was outsourcing payroll and Human Resources administration . By creating a global platform for their administration system, Starbucks is able to provide more employees with benefits. Plus, they are able to spend more money on pleasing customers, rather than on a benefits system.

Commitment and Response to Shareholders

One way Starbucks has demonstrated their commitment and response to shareholder needs is by giving them large portions. By large portions, Starbucks is implying that they plan pay dividends equal to 35% or higher of net income to. For the shareholders, paying high dividends means certainty about the company’s financial well-being. Along with that, they plan to purchase 15 million more shares of stock, and hopefully this will attract investors who focus on stocks with good results.

Starbucks made their commitment to shareholders obvious by speaking directly to the media about it. In 2004, Starbucks won a great tax break, but unfortunately the media saw them as “money grubbing”. Their CEO, Howard Shultz, made the decision to get into politics and speak to Washington about expanding health care and the importance of this to the company. Not only does he want his shareholders to see his commitment, but he wants all of America to be able to reap this benefits.

In order to compete with McDonalds and keeping payout to their shareholders high, Starbucks needed a serious turnaround . They did decide to halt growth in North America but not in Japan. Shultz found that drinking coffee is becoming extremely popular for the Japanese. To show shareholders there is a silver lining, he announced they plan to open “thousands of stores” in Japan and Vietnamese markets.

Commitment to Employees

The first and biggest way Starbucks shows their commitment to employees is by just taking care of their workers. For example, they know how important health care, stock options, and compensation are to people in this economy. The Starbucks policy states that as long as you work 20 hours a week you get benefits and stock options. These benefits include health insurance and contributions to employee’s 401k plan. Starbucks doesn’t exclude part time workers, because they feel they are just as valuable as full time workers. Since Starbucks doesn’t have typical business hours like an office job, the part time workers help working the odd shifts.

Another way Starbucks shows their commitment to employees is by treating them like individuals, not just number 500 out of 26,000 employees. Howard Shultz, CEO, always tries to keep humanity and compassion in mind. When he first started at Starbucks, he remembered how much he liked it that people cared about him, so he decided to continue this consideration for employees. Shultz feels that a first impression is very important. On an employee’s first day, he lets each new employee know how happy he is to have them as part of their business, whether it is in person or through a video. His theory is that making a good first impression on a new hire is similar to teaching a child good values. Through their growth, he feels each employee will keep in mind that the company does care about them. Shultz wants people to know what he and the company stand for, and what they are trying to accomplish.

Ethical/Unethical Business Behavior

The last way Starbucks demonstrates corporate social responsibility is through ethical behavior and the occasional unethical behavior. The first ethically positive thing Starbucks involves them self in is the NGO and Fair Trade coffee. Even though purchasing mostly Fair Trade coffee seriously affected their profits, Starbucks knew it was the right thing to do. They also knew that if they did it the right way, everyone would benefit, from farmers, to the environment, to their public image.

In the fall of 2010, Starbucks chose to team up with Jumpstart, a program that gives children a head start on their education. By donating to literacy organizations and volunteering with Jumpstart, Starbucks has made an impact on the children in America, in a very positive way.

Of course there are negatives that come along with the positives. Starbucks isn’t the “perfect” company like it may seem. In 2008, Starbucks made the decision to close 616 stores because they were not performing very well. In order for Starbucks to close this many stores in one year, they had to battle many landlords due to the chain breaking lease agreements. Starbucks tried pushing for rent cuts but some stores did have to break their agreements. On top of breaching lease agreements, Starbucks was not able to grow as much as planned, resulting their future landlords were hurting as well. To fix these problems, tenants typically will offer a buyout or find a replacement tenant, but landlords are in no way forced to go with any of these options. These efforts became extremely time consuming and costly, causing Starbucks to give up on many lease agreements.

As for Starbucks ethical behavior is a different story when forced into the media light. In 2008, a big media uproar arose due to them wanting to re-release their old logo for their 35th anniversary. The old coffee cup logo was basically a topless mermaid, which in Starbucks’ opinion is just a mythological creature, not a sex symbol. Media critics fought that someone needed to protect the creature’s modesty. Starbucks found this outrageous. In order to end the drama and please the critics, they chose to make the image more modest by lengthening her hair to cover her body and soften her facial expression. Rather than ignoring the media concerns, Starbucks met in the middle to celebrate their 35th anniversary.

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