What is Corporate Social Responsibility? - InnoTrain CSR

Fields of action of CSR
5.6. CSR and sustainability in the discourse on innovation
In short
Sustainable innovation describes the enforcement of innovations which
contribute to the conservation of critical natural products and can be passed
on as economic and consumption styles both in the long term as well as on a
global level.
Learning targets
� Highlight innovation potentials through CSR and sustainability in a critical
discourse
CSR learning contents
Traditionally, the understanding of innovations is based on technological
developments. The CSR management expands this understanding with ethical,
social and ecological factors. In doing so, requirements from a CSR and sustainability
focus definitely have a different meaning for the innovation of products, methods and
services. CSR and sustainability aspects enlarge the idea of innovation, by identifying
topics and developments a company may not be realising in the daily business
routine. However, the same aspects may limit the room for maneuver of the
innovative development. This happens for example they are contradictory to selection
criteria with purely economic characteristics such as technical feasibility, economic
efficiency and acceptance on the market.
By monitoring topics and trends and analysing expectations and demands from the
stakeholder dialogue, the CSR management can increase the innovative ability of a
company by serving as interface with society. Because companies that recognise
altered framework conditions, requirements and expectations earlier than others, take
into account trends and realign strategies can sustainably secure a competitive edge
or develop new markets and customer segments. Sustainability-oriented innovations
can bolster the future viability of companies if the CSR management puts irreversible
developments and megatrends such as climate change, shortage of resources or
demographic change on the corporate agenda.
Nevertheless, CSR factors indeed represent a necessary but not inevitably sufficient
condition for the sustainable safeguarding of livelihoods in the development of
sustainable innovations. Using the example of the general distribution of computers
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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