From Environmental Accountability to Corporate Social Responsibility? Reflections on the CSR Boom in Japan from the Perspective of Business Management and Civil Society Groups

Susanne Brucksch and Carolina Grünschloß

Contemporary Japan, 2009, vol. 20, issue 1, 307-329

Abstract: The paper discusses how corporate social responsibility in Japan has grown from environmental concerns to encompass broader social responsibilities. Special consideration is given to how CSR has emerged, been accepted and implemented in large corporations in today's Japan. Based on the example of environmental stakeholder groups, the paper discusses the expectations that society has regarding corporations and elaborates the role of interplay between environmental civil society groups and corporations within the corporate responsibility debate. The current trend towards corporate social responsibility (CSR) is assessed after reconstructing the development of environmental accountability of corporations and public awareness of it. In particular, the characteristics of CSR as a business and risk management tool concerning the relationship to external stakeholders are highlighted. The article is closed with an analysis of the increased attention towards the concept of CSR in context of the development of eco-collaborations as an example of changing business and stakeholder interaction patterns. It becomes clear that the situation generates chances for environmental groups to realize their own projects with the support of the companies and increase their chances of bringing forth their interests as stakeholders of the companies. The new CSR boom opens up new ways for the companies to manage emerging risks as well as to improve their reputation.

Date: 2009
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DOI: 10.1080/09386491.2009.11826984

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