Creating Sustainable Directions (CSR) - Gerard Keyzers

Paperback/proefschrift, uitgave 2003, 160 blz. Engelstalig. Boek is zo goed als nieuw. Verzendkosten (3,65 euro) zijn voor de koper. [D25]

This paper examines the importance of a collaborative stakeholder approach to business strategies and corporate, social and ecological responsibility (CSR). It summarises the findings of an investigation into the stakeholder approach in seven multinational corporations in the United Kingdom and the Netherlands. It demonstrates that a csr-conscious stakeholder approach is not simply a piecemeal response to stakeholder demands. The approach requires a long-term strategy to serve the interests of the company as well as the demands of stakeholders. Long-term value drivers for CSR Business Strategies (to ensure continuity of the company) are different from short-term value drivers (for reputation management) and require different stakeholder approaches. The companies studied have their short-term reputation management reasonably well under control, and seem ready to engage in lasting stakeholder relationships to understand stakeholder interests and thus foster the business interests of the company. The paper concludes with recommendations for effecting stakeholder engagement in change processes.