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К Чему Не Следует Сводить Корпоративную Социальную Ответственность: Экстремумы Корпоративной Социальной Ответственности И Стратегическое Видение Бизнеса В Эпоху «Сознательного Капитализма» // What Is Not Csr: Extremes Of Csr Perception In The World Of Business And Strategic View On It In The Era Of Conscious Capitalism

Author

Listed:
  • A. Okorochkova

    (Lomonosov Moscow State University)

  • А. Окорочкова

    (Московский государственный университет им. М.В. Ломоносова)

Abstract

Extremes of Corporate Social Responsibility (CSR) perception are evident in the business world today. Business leaders and other stakeholders can’t understand what in particular, how and for what purpose they should practice CSR and they often narrow it down to different business activities that do not have any connection with sustainable development of business. By opposing it to philanthropy and charity; to practice of social investments; to marketing activities and PR; tothe concept of shared value, one would find out that CSR is not something evident; it is more aboutsustainable business model creation. Even if the company is following the rules and requirements, paying taxes on time and demonstrating an annual social report, it doesn’t necessarily mean that this company is a socially responsible one. This paper tests the hypothesis that in the era of consciouscapitalism CSR is to be more complex and strategic. The evidence collected from real business stories supported this hypothesis. This suggests that there is a managerial, complex and strategic definition ofCSR that does ensure business to become more sustainable in the era of conscious capitalism. Очевидно, что корпоративную социальную ответственность (КСО) в настоящее время сводят к разного рода практикам, совершенно не относящимся к процессу созданияустойчивой бизнес-модели. Руководители компаний и представители заинтересованных сторон не могут понять, что, в частности, каким образом и с какой целью они должны предлагать в контексте реализации КСО. Многие сводят КСО к благотворительности, практике социального инвестирования, маркетинговой деятельности, к взаимодействию с общественностью и к концепции общих ценностей. Однако даже если компания соблюдает законодательство,своевременно платит налоги, демонстрирует ежегодный социальный отчет, это не всегда означает, что она является социально ответственной. Автор статьи ставит под сомнение существующие практики в области КСО, приводя актуальные примеры; предлагает авторское определение КСОи подводит к тому, что КСО является особенно важной частью стратегии развития бизнеса в эпоху«сознательного капитализма».

Suggested Citation

  • A. Okorochkova & А. Окорочкова, 2016. "К Чему Не Следует Сводить Корпоративную Социальную Ответственность: Экстремумы Корпоративной Социальной Ответственности И Стратегическое Видение Бизнеса В Эпоху «Сознательного Капитализма» // What Is ," Review of Business and Economics Studies // Review of Business and Economics Studies, Финансовый Университет // Financial University, vol. 4(2), pages 83-94.
    • Handle: RePEc:scn:00rbes:y:2016:i:2:p:83-94
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    References listed on IDEAS

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