Making Social Responsibility a Strategy for Business Perpetuation
http://www.iabc.com/cwb/archive/2006/0606/visuallyspeaking.htm

Vale Marques, Juliana
Communication World Bulletin
2006

Abstract:

With intense competition and demands from shareholders, customers and employees, companies need to find ways to stand out from the crowd. Many companies are looking to corporate social responsibility, as a way to do this—by both protecting and enhancing their reputations. Some CSR practitioners are driven by a belief in the company mission and vision, others by top executives, and others see it as public relations and marketing opportunity.