University of Vaasa - Vaasan yliopisto

esult of economic-market system; the need for a business case for CSR is back on
the agenda.
The Role of Business in Society
In some areas the recession, and the role of CSR has once again ignited the debate
surrounding the true role of business, this is highlighted in the following excerpt:
‘Types’ of CSR
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“Winning companies create jobs, pay taxes, and strengthen the
economy. Winning companies, in other words, enable social
responsibility, not the other way around. And so, right now—as
always—companies should be putting profitability first. It's the
necessity that makes every other necessity possible.’
(Welch and Welch, 2009)
In line with the fluidity of the definition of CSR, this research has found that the
recession has highlighted that as well as different definitions, there are also different
‘types’ of CSR, which focus on selected areas or in the case of more advanced firms
levels of integrations of the three pillars of sustainability.
‘CSR is becoming ghettoised in various CSR activities, for example philanthropy.’
(Welch and Welch, 2009)
The same article goes onto suggest that CSR is made up of three elements, which
like other data found in this research suggests that one potential outcome of CSR in a
time of recession is that the debate, and activity, of CSR moves away from an
holistic management issue to three separate pillars; environment, society and
economy.
“Here's what we mean. CSR, essentially, comes in three different forms. Companies
can contribute to society with cash or products, giving away grants, goods, or their
services to schools, homeless shelters, hospitals, and the like. Second, companies can
focus their CSR on community involvement, by supporting employees who mentor
students or volunteer for a myriad of causes. And third, companies can put CSR into
their product and service strategies, focusing on green initiatives, for instance, or
factoring environmental concerns into their manufacturing processes.” (ibid: p1)
The response to this piece highlight the discrepancies about what CSR is and as the
piece itself highlights that there are different types of CSR and choosing the right one
is becoming increasingly important in a time of economic downturn/recession.
Business Case
The need to develop a business case for CSR has long been a key element of the
research, discourse and operationalisation of CSR. However, what has become
evident in this research is that during times of increased economic pressure the
development of a robust business case, which is securely anchored in core business