Betts, Stephen C.; Taran, Zinaida
July 2011
Journal of International Management Studies;2011, Vol. 11 Issue 3, p39
Academic Journal
Corporate Social Responsibility (CSR) can be instrumental in moving society toward sustainability while increasing organizational reputation and brand equity. Ideally CSR activities align with the interests and concerns of the organization's stakeholder groups. However customers and other stakeholder groups may contain subgroups with interests at odds with one another. Choosing particular CSR activities and directions can be rather challenging in the presence of these conflicting stakeholder concerns. In this paper we explore these conflicts and provide prescriptions to practitioners based on reactive matching and proactive advocacy strategies.


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