Title: The emperors clothes - corporate social responsibility creating shared value and sustainability

Authors: Bryan McIntosh; Bruce Sheppy; Juan David Zuliani

Addresses: University of Bradford, Richmond Rd., Bradford, Yorkshire, BD7 1DP, UK ' Arden University, 1A Brandon Lane, Coventry, CV3 3RD, UK ' Hult International Business School, 37-38 John St, London, WC1N 2AT, UK

Abstract: Corporations in the 21st century play a decisive role in the future of society. Their power and influence in world affairs often seems devoid of ethics and seems to exceed the reach and the means of many nations. As a result, the strategic positions they take towards value, creation and ethics affects every individual on the planet. This paper explores strategic routes that organisations could apply to facilitate economic growth while ensuring their ecological integrity and ensuring social enhancements generates benefits to a wider scope of organisational stakeholders. By conducting a critical analysis and clarifying common misconceptions between corporate social responsibility (CSR), creating shared value (CSV) and sustainability, it is possible to determine how these interrelated strategic approaches have evolved. This article argues the importance of transforming the purpose of organisations to encapsulate stakeholder value creation as the main reason for their existence.

Keywords: business strategy; business sustainability; shared value creation; corporate social responsibility; CSR; sustainable development; ethics; economic growth; ecological integrity; stakeholder value creation.

DOI: 10.1504/IJBPM.2017.084855

International Journal of Business Performance Management, 2017 Vol.18 No.3, pp.307 - 326

Received: 16 Nov 2015
Accepted: 06 May 2016
Published online: 01 Jul 2017 *

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