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How Web 2.0 will save CSR

In: Ethics in Marketing and Communications

Author

Listed:
  • Fabrice Mauleon

Abstract

Corporate social responsibility (CSR), encompassing business ethics as well, was at first an act of patronage, with many corporations paying lip service to the notion. But today it has become a tool for risk prevention cleverly wrapped in a message, sometimes green or humanist and often full of good feelings. However, this imperative of society must now become an incentive to invent new models of communications among stakeholders. Indeed, one can expect that CSR will become the new paradigm of sustainable business management tomorrow. Innovative companies have already understood this; those who confuse it with a simple marketing tool should anticipate difficult times.

Suggested Citation

  • Fabrice Mauleon, 2012. "How Web 2.0 will save CSR," Palgrave Macmillan Books, in: Mary M. McKinley (ed.), Ethics in Marketing and Communications, chapter 3, pages 37-50, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-36714-2_3
    DOI: 10.1057/9780230367142_3
    as

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