We investigate upon the contributionand place of corporate socialresponsibility (CSR) in firm’s corporate,business and functional strategies. Wepursue two aims for the multi-businessand/or multinational enterprise. Thefirst is to include CSR as a dimensionin defining the business (the strategicbusiness area), as a result we considerwhat is implied from the mixture ofbrand and CSR policies for multibrandfirms. The second is to illustratedifferent methods to propagate CSRculture, by means of a classification ofthe tools to be implemented atcorporate and business level to fosterCSR compliance. We draw attention toa mechanism that can satisfy thepursuit of an overall harmonization ofCSR at corporate level while respectingthe subsidiaries’ autonomy. We justifythe introduction of this tool byconsidering CSR as a public good forthe firm as a whole. We show that thelevel of CSR is jointly influenced bythe corporate strategy of the firm, bythe mechanism adopted to spread outCSR culture, and by the policiespursued by the strategic business units.
|Journal||FINANZA MARKETING E PRODUZIONE|
|Volume||3 - settembre 2007|
|Publication status||Published - 2007|