Perspective Chapter: Rethinking CSR Strategies in the Era of COVID-19

A growing call for green initiatives made companies implement corporate social responsibility (CSR) into their business activities ethically or strategically to gain legitimacy and present an environmentally responsible public image. In this regard, the problem of greenwashing has emerged even during the pandemic: companies disclose positive communication to ensure business legitimacy even when they are applying irresponsible business practices. Their CSR strategy is responsive: businesses have implemented CSR activities to comply with environmental and social legislation and the stakeholders' pressure. In the other hand, other companies have undertaken more strategic CSR models to achieve long-term competitive advantages combining the ethical and business orientations. They consider CSR as a differentiation process. They reviewed their CSR strategies, as a core of the corporate strategy, to align social commitments and business objectives. For instance, the pandemic has driven many businesses to rethink the founder lines of their CSR strategies, in order to avoid social crisis and create strategic benefits. Within this framework, this chapter aims to shed light on the effect of strategic CSR on corporate performance and businesses practices during the pandemic. It assesses the key factors that can improve the implementation of socially and eco-friendly sustainable practices to be more resilient toward potential crisis.