Doing well by doing good — CSR in a global context

Magdalena Popowska, Beata Ratkowska



Motivation: Nowadays, there is a general understanding that stakeholders are crucial for the successful enterprise. There is also a need to think about Corporate Social Responsibility (CSR) in a global context. Never before corporations enjoyed so much power and authority. Corporations need to evolve, re-think their strategies and change their processes accordingly. However, as of now, there is no agreed way of measuring overall sustainability of actions of each company. There is a great need for holistic studies of CSR, analyzing in details the value created, from stakeholders point of view.

Aim: This paper is an attempt to propose a way of looking at corporate social responsibility in line with current methodologies and frameworks focusing on value creation. Currently there is no one definition of global CSR to be used, nor there is one comprehensive methodology to describe it. Instead there is abundance of theories and frameworks. This paper proposes one definition and presents a method of analysis of the global corporate commitment to CSR approach. The main concern of this paper is to offer an insight into different ways companies can create value for various stakeholders groups.

Results: Conducted analysis indicated that products companies are aware of needs and expectations of various stakeholders and are good at meeting them. Although assessed companies managed to link sustainability with their strategies, they did not achieve transforming sustainability into core of their business.


CSR; sustainability; CSR reporting; CSR measuring; global CSR

Full Text:



BMW Group. (2014). Sustainable value report 2014. Retrieved 18.01.2017 from

Brockett, A.M., & Rezaee, Z. (2012). Corporate sustainability: integrating perfor-mance and reporting. New Jersey: John Wiley & Sons. doi:10.1002/9781119202899.

Corporate Knights. (2015). 2015 global 100 results. Retrieved 25.04.2018 from

Interbrand. (2014). 4th annual best global green brands 2014. Retrieved 15.01.2017 from

Kotler, Ph., Hessekiel, D., & Lee, N.R. (2012). Good works! Marketing and cor-porate initiatives that build a better world and the bottom line. New Jersey: John Wiley & Sons. doi:10.1002/9781119205210.

KPMG. (2014). Corporate responsibility at KPMG — Community Investment web page. Retrieved 25.04.2018 from

Lubin, D.A., & Esty, D.C. (2010). The sustainability imperative. Harvard Busi-ness Review, May.

McKinsey & Company. (2007). Shaping the new rules of competition: UN global compact participant mirror. Retrieved 25.04.2018 from

Mermod, A.Y., & Idowu, S.O. (Eds.). (2014). Corporate social responsibility in the global business world. Berlin: Springer. doi:10.1007/978-3-642-37620-7.

Newsweek. (2014). Green ranking global top 100. Retrieved 15.01.2017 from

NIKE. (2017). Retrieved 11.01.2017 from

Procter & Gamble. (2014). Sustainability report. Retrieved 25.04.2018 from

Reputation Institute. (2014). Global CSR RepTrak® 100 report. Retrieved 25.04.2018 from

Samsung. (2017). Retrieved 23.01.2017 from

Simpson, J., & Taylor, J. (2013). Corporate governance, ethics and CSR. London–Philadelphia–New Delhi: Kogan Page.

Smith, N.C., Bhattacharya, C.B., Vogel, D., & Levine, D.I. (Eds.). (2010). Global challenges in responsible business. Cambridge: Cambridge University Press. doi:10.1017/CBO9780511777660.

Sony. (2014). CSR reporting 2014. Retrieved 21.01.2017 from

The Body Shop. (2013). Body Shop values report 2011–2013. Retrieved 25.04.2018 from

The Economist. (2005). The good company. Retrieved 25.04.2018 from

United Nations Global Compact. (2014). Guide to corporate sustainability. Re-trieved 25.04.2018 from

Zadek, S. (2004). The path to corporate responsibility. Harvard Business Re-view, December.

Zadek, S. (2008a). Collaborative governance: the new multilateralism for the 21st century. In L. Brainard, & D. Chollet (Eds.), Global development 2.0. Can philanthropists, the public, and the poor make poverty history? Washington: Brookings Institute.

Zadek, S. (2008b). Global collaborative governance: there is no alternative. Corporate Governance: The International Journal of Business in Society, 8(4). doi:10.1108/14720700810899121.

Zadek, S., & McGillivray, A. (2008). Responsible competitiveness: making sustainability count in global markets. Harvard International Review, sum-mer.

ISSN 1898-2255 (print)
ISSN 2392-1625 (online)

Partnerzy platformy czasopism