What is Corporate Social Responsibility? - InnoTrain CSR

The following are mainly at the centre of the CSR questions concerning the market
as field of activity:
� Consumer behaviour and attitudes toward sustainability of brands, products
and services: How well are customers and consumers informed about the
CSR of the company and how well is the company informed about the
expectations of the customers? Can new customer circles be developed
through CSR and can trends for example toward sustainable consumption be
picked up? Are consumers willing to pay "more" for responsibly produced
products, if necessary?
� Relationships with business partners and employees: What form of CSR are
business partners and employees (surveyed in the future) expecting of the
company? Can opportunities generated with CSR be utilised in the supply
chain or for public contract awards? Is the company part of networks involved
in the further development of CSR in the industry? How can the image as
employer be improved with CSR?
� Product and service policy: Is the CSR principle of the company integrated into
the early phases of the product and service development and does it appear
along the entire value chain all the way to the consumption and disposal
("cradle-to-grave")? Are accessibility in the product and service policy or offers
for example for disadvantaged groups of persons available (so-called "designfor-all"
solutions)?
� Responsible marketing: Are customer promises met and consumers informed
extensively also about potential safety risks or hazards? Is the responsible
handling of the company's products addressed and promoted?
� Cause-related marketing: Can more sales be generated with "good deeds", for
example by dedicating part of the revenue to social or ecological projects?
� Social and ecological labels: What possibilities make sense to position
sustainable products and services with quality marks and labels on the
market?
� Standards, awards and prizes: How can the company qualify for CSR and
achieve advantages on the market through quality management as well as the
positive image associated with awards and prizes for CSR-oriented topics?
The project "InnoTrain CSR" is organized by GILDE GmbH and has been funded with support from the European Commission. This publication reflects the
views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. 12/2010
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InnoTrain CSR
www.csr-training.eu