Title: Developing CSR strategy from the legal business environment: conceptual framework and application to the European Chemicals Regulation

Authors: Guido Grunwald

Addresses: Institute for Dual Study Programmes, Faculty of Management, Culture, and Technology, Osnabrück University of Applied Sciences, Kaiserstr. 10c, D-49809 Lingen/Ems, Germany

Abstract: New or changing legal environmental factors offer scope for action that companies can exploit to develop strategies of corporate social responsibility (CSR). The European Chemicals Regulation (REACH), which is in full force in 2018, aims to improve the protection of human health and the environment through better and earlier identification of the intrinsic properties of chemicals. It strengthens consumer protection through transparent procedures for risk assessment and risk communication. But which CSR strategy options can be derived from REACH, and which option should be chosen? A conceptual framework is proposed that allows decision makers to systematically identify, analyse, develop, and evaluate CSR strategy options. Examples from product and communication policy are used to illustrate the process.

Keywords: sustainability marketing; corporate social responsibility; CSR; CSR strategy; environmental analysis; strategic marketing; legal framework; REACH regulation; European chemical industry.

DOI: 10.1504/IJSSM.2018.098913

International Journal of Sustainable Strategic Management, 2018 Vol.6 No.2, pp.188 - 200

Received: 21 Mar 2018
Accepted: 17 Oct 2018
Published online: 09 Apr 2019 *

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