Mainstreaming Corporate Social Responsibility: Developing Markets for Virtue
研究了企业社会责任（CSR）在公司中主流化的含义，识别出三种CSR导向（商业案例、融合管理、社会价值引领），并分析了影响主流化的三个因素：外部美德市场、内部美德市场和公司文化。
This article investigates what it means for corporate social responsibility (CSR) to be mainstreamed in a company. Rather than a single ' best practice/narratives provided by managers revealed that mainstreaming can be understood in terms of three distinct CSR orientations: the business-case model, the syncretic stewardship model, and the social values-led model. These different orientations and approaches to mainstreaming CSR are the result of three inter-related factors: an external market for virtue/an internal market for virtue/and the established culture of the company. For business case and social values-led firms, incentives can be developed that encourage them to gravitate toward the syncretic stewardship orientation, which may well represent the most sustainable dimension of CSR.