(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
Figure 2: Pyramid of CRS by Caroll (1979)
World Business Council for Sustainable Development (2008) puts forth CSR as “the
continuing commitment by business to contribute to economic development while improving the
quality of life of the workforce and their families as well as of the community and society at
large”.
Kell (2009) of United Nations Global Compact (UNGC) termed CSR as sustainability
and corporate citizenship. His view about CSR “is the voluntary commitment on behalf of CEOs
to implement universal principles and to take actions in support of broader societal goals. The
constantly changing macroeconomic environment dictates different priority for voluntary
engagement. Ten years ago the central issues were sweatshops and supply chains. Today, the
focus is shifting towards environmental sustainability and climate change”.
Importance of CSR
The definition of CSR has reflected its significance and role in a different view point from time
to time. Based on a Managerial Law (2006), there are few points about the importance of CSR
toned as “it has political significance for government of power and developing countries.
Corporate conduct which is informed by CSR can, for example, contribute to the integration of
foreign workers to general education and training, employees’ retirement condition and health
benefits”. Of all the importance of CSR, it is indeed not required by law. Compliments towards
global improvement in social conscience of corporations shall fall on “a proliferation of media
362