Table of Contents


Title page

Copyright page



1 Conceptualizing Corporate Social Responsibility

Corporate Social Responsibility: Seeking Parameters

Benefits and Costs of CSR

Winning and Sustaining Support for CSR

Other Conceptual Questions about CSR


2 Strategic CSR

Characteristics of the Corporation

Stakeholder Expectations and the Importance of Organizational Identification

Reputational Benefits of CSR

Perceived Motives for CSR Initiatives

General Strategic Guidance: Approaching the CSR Process as Change Management

The CSR Process Model: A Brief Preview

3 CSR Scanning and Monitoring

Issues Management

Scanning and CSR

Monitoring and CSR

Scanning and Monitoring in Concert

Stakeholder Engagement’s Role in Scanning and Monitoring

Conclusion and Critical Questions

4 Formative Research

Researching Stakeholder Expectations for CSR

The Counterbalance: Corporate Concerns

Conclusion and Critical Questions

5 Create the CSR Initiative

Selecting the CSR Initiatives: Appreciating the Contestable Nature of CSR

Differing CSR Expectations among Stakeholders

What Constitutes CSR?

The “Right Amount” of CSR

When Employees Challenge CSR: Considering Internal Stakeholders

Preparing for Negative Stakeholder Reactions: Message Mapping

Developing CSR Objectives

Conclusion and Critical Questions

6 Communicate the CSR Initiative

CSR Promotional Communication Dilemma

Communication Channels for CSR Messaging

The Overall CSR Promotional Communication Strategy

Conclusion and Critical Questions

7 Evaluation and Feedback


Stakeholder Engagement in the Evaluation Process


Conclusion and Critical Questions

8 CSR Issues

Overarching Concerns for CSR Initiatives

Responsibility for CSR Initiatives

Limitations from Industry, Culture, and Law

Parting Thoughts



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Title page

We dedicate this book to Jeanne, Tom, and Dorothy.


Many individuals supported us along the way to make this text a reality, and to all we are very grateful. Most importantly, we thank Elizabeth Swayze, our editor at Wiley-Blackwell, for continuing to be an enthusiastic and responsive advocate for our work. This text, along with our previous publications with Wiley-Blackwell, has benefited from Elizabeth’s encouragement and judicious feedback. Elizabeth’s guidance has enabled us to pursue projects that are important to our discipline, accessible to our readers, and often enable us to push the boundaries of the status quo.

We owe thanks to our production team who worked hard to get our manuscript into shape. Matthew Brown ably supervised the process and amazingly kept everyone on a tight schedule. We acknowledge Dave Nash, who worked with permissions and images to secure visual elements we believed would enhance the book. Dave persistently sought permissions from often reluctant (and sometimes completely uncooperative) sources. We also thank Cheryl Adam, our copy-editor. Cheryl’s competence undoubtedly makes us look better and adds to our readers’ experiences with the material in our book.

We also thank the scholars who reviewed the early version of the manuscript and offered suggestions that enhanced the book.

W. Timothy Coombs

Sherry J. Holladay

University of Central Florida, Orlando