Strategically Leveraging Corporate Social Responsibility: A Corporate Branding Perspective
基于定性实证研究，提出一个框架帮助企业根据参与度、整合度和关键发起者，选择作为创业者、执行者、发声皈依者或静默尽责者来战略性地处理CSR与品牌，平衡利益相关者紧张关系并实现一致性。
Corporate social responsibility (CSR) is changing the rules of branding but it is unclear how. While the literature offers a range of approaches seeking insight to how to manage CSR-related issues, practitioners are left in a state of confusion when having to decide on how to tackle CSR in a way that benefits both the corporate brand and society at large. Based on qualitative empirical research, this article offers a framework for companies to address CSR and their brands strategically, whether as entrepreneurs, performers, vocal converts, or quietly conscientious. We define these categories according to the level of involvement, integration, and the key initiator of the CSR focus. This article concludes with suggestions practitioners should keep in mind when aiming to balance stakeholder tensions and to achieve consistency in their corporate branding and CSR efforts.