Title: Hope and glory: an expanded social strategy diagnosis model to incorporate corporate social responsibility within business strategy

Authors: Andreia Areal; Bryan McIntosh; Bruce Sheppy

Addresses: Richmond American International University in London, 16 Young Street, W8 5EH, Richmond, London, UK ' University of Bradford, Richmond Road, Bradford. BD7 1DP, UK ' Arden University, Research Development International (RDI), 1A Brandon Ln, Coventry CV3 3RD, UK

Abstract: Corporate social responsibility has been seen by corporations as a practice to adopt as an act of philanthropy. There have been attempts to expand the role of social responsibility to business problems however there has never been an attempt to consider the strategic alignment of social outcomes to strategy. This article analyses the role of strategy by providing a review of strategy using Whittington's generic strategies model and expanding the same model to incorporate a social strategy model that supports the anecdotal idea that social responsibility can be potentially strategic. The paper centres its argument within the Indian context.

Keywords: business strategy; corporate social responsibility; CSR; shared value; bottom of the pyramid; BOP; social strategy diagnosis; strategic alignment; social outcomes; India; generic strategies model.

DOI: 10.1504/IJBPM.2016.075590

International Journal of Business Performance Management, 2016 Vol.17 No.2, pp.117 - 131

Accepted: 04 Dec 2015
Published online: 16 Mar 2016 *

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