How Web 2.0 will save CSR

Fabrice Mauleon

Chapter 3 in Ethics in Marketing and Communications, 2012, pp 37-50 from Palgrave Macmillan

Abstract: Abstract Corporate social responsibility (CSR), encompassing business ethics as well, was at first an act of patronage, with many corporations paying lip service to the notion. But today it has become a tool for risk prevention cleverly wrapped in a message, sometimes green or humanist and often full of good feelings. However, this imperative of society must now become an incentive to invent new models of communications among stakeholders. Indeed, one can expect that CSR will become the new paradigm of sustainable business management tomorrow. Innovative companies have already understood this; those who confuse it with a simple marketing tool should anticipate difficult times.

Keywords: Corporate Social Responsibility; Business Ethic; Social Responsibility; Wind Turbine; Stakeholder Theory (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-36714-2_3

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DOI: 10.1057/9780230367142_3

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