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Social gain: Is corporate social responsibility enough?

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  • Rundle-Thiele, Sharyn R.

Abstract

This paper considers whether the concept of corporate social responsibility (CSR) is sufficient for social behavioural change. Two data sources are used to consider whether alcohol is enjoyed responsibly in Australia by informed adults. First, 582 surveys were analysed to consider whether respondents were adequately informed about alcohol. Second, covert observations were used to record what people actually drink to understand whether alcohol is always enjoyed responsibly. Taken together, the results suggest many adults are not adequately informed and many Australian adults do not enjoy alcohol responsibly. A more rigorous social responsibility approach may be warranted. To achieve sustained behavioural change companies need to move towards corporate social performance (CSP). CSP requires CSR interventions to be evaluated to determine their contribution towards real social gains. CSR is not enough to reach the social goals required by society. The concept of CSP takes away the lip service around CSR by requiring companies to document sustained behavioural change.

Suggested Citation

  • Rundle-Thiele, Sharyn R., 2009. "Social gain: Is corporate social responsibility enough?," Australasian marketing journal, Elsevier, vol. 17(4), pages 204-210.
    • Handle: RePEc:eee:aumajo:v:17:y:2009:i:4:p:204-210
    DOI: 10.1016/j.ausmj.2009.06.006
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    References listed on IDEAS

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    1. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
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    Cited by:

    1. Subhajit Bhattacharya & Arana Kaursar, 2016. "Study on Corporate Social Responsibility as Strategic Instrument for Creating Sustainable Corporate Brand Value: An Analysis with Structural Equation Modelling," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 41(2), pages 88-106, May.

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