Creating Profitable Corporate Responsibility Strategies.
Asking if there is business value to corporate responsibility and sustainability strategy is the wrong question. No one would ask if marketing strategy has business value; sometimes it does, sometimes it doesn’t, depending on its quality. Compared to marketing, CR is new and people have a poorer understanding of the issues. Our 15 years’ experience working in three multinationals have suggested how to develop a profitable CR strategy. We believe these lessons are broadly applicable and would help any company think clearly about CR and how to make it a contributing part of its business.