Corporate Social Responsibility (CSR) is a frequent subject on discussion in the marketing literature these days. Indeed, there is truckloads of research studies that have shown the potential for CSR to have a direct effect not just on the image of an organisation, but alos on revenue and profitability. CSR is for many organisations today, […]

Corporate Social Responsibility (CSR) is a frequent subject on discussion in the marketing literature these days. Indeed, there is truckloads of research studies that have shown the potential for CSR to have a direct effect not just on the image of an organisation, but alos on revenue and profitability. CSR is for many organisations today, a critical component of their brand. What is more, for those organisations that have not tied CSR into their branding and culture, is is probably high time they did. CSR can of course take a variety of forms. It can involve what an organisation does within the community or indeed what they do not do. It can involve what they offer the community or what they offer the people within the organisation. It can be about community activities and/or internal processes and policies. To my mind, business have a responsibility to get involved in CSR,…