On Tuesday, Forbes published a case study about a corporate social responsibility strategy that spelled the difference between life and death:
Around 2000, Xerox was in big trouble. According to Dr. Joseph Cahalan, Xerox’s Vice President of Communications and Social Responsibility, the company was literally “days” away from filing for bankruptcy. Still, employees didn’t defect en masse like rats from a sinking ship. On the contrary, they rallied around the Xerox banner, fighting tooth and nail to keep the company afloat as if the company was a local mom and pop shop, not a Fortune 500. Cahalan attributes this to the culture which attracted him to work for Xerox in the first place: “People stayed and made that fight to save the company, in large part because they feel that it’s a company worth saving.”
How did Xerox earn this kind of loyalty?
Click here to read the article in Forbes.
What corporate social responsibility strategies are playing out in your research or practice? In this fourth installment of our series on CSR, we present an assortment of articles that tackle the issues across the field. We also hope to hear from you: CSR-related papers are currently being sought by SAGE journals from the Journal of Marketing Education and Organization & Environment to Cornell Hospitality Quarterly and Business & Society. You can view some of the latest Calls for Papers here.
Part Four: How are the current shifts in CSR strategy playing out?
Click here to read “A Social Connection Approach to Corporate Responsibility: The Case of the Fast-Food Industry and Obesity” by Judith Schrempf of University of Richmond, published on July 24, 2012 in Business & Society.
Click here to read “The Prospects and Limits of Eco-Consumerism: Shopping Our Way to Less Deforestation?” by Peter Dauvergne and Jane Lister, both of the University of British Columbia, published in the June 2010 issue of Organization & Environment.
Click here to read “Organization-Based Social Marketing: An Alternative Approach for Organizations Adopting Sustainable Business Practices” by Mary Franks Papakosmas of the University of Wollongong and Gary Noble and John Glynn, both of the Sydney Business School and Faculty of Commerce, published in the June 2012 issue of Social Marketing Quarterly.
Click here to read “Societal Development Through Human Resource Development: Contexts and Key Change Agents” by Namhee Kim of Walden University, published in the August 2012 issue of Advances in Developing Human Resources.
Click here to read “Does Environmental Certification Help the Economic Performance of Hotels? Evidence from the Spanish Hotel Industry” by María-del-Val Segarra-Oña and Ángel Peiró-Signes of the Universitat Politècnica de València, Rohit Verma of Cornell University School of Hotel Administration, and Luis Miret-Pastor of the Universitat Politècnica de València, published in the August 2012 issue of Cornell Hospitality Quarterly.
Don’t miss tomorrow’s series finale, in which we’ll close with thoughts on constructing a CSR agenda for the future.