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CSR into (new) perspective

机译：企业社会责任进入（新）视角

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Purpose - This paper aims to provide a theoretical approach of Corporate Social Responsibility (CSR) in order to assess whether CSR will develop as a concept pushing efficiently for more de facto social responsibility or will become a pure marketing artefact. The trade-off between the development of CSR behaviour and lobbying over regulations is a key element that will influence the evolution of CSR. The result is that if the world consolidates or if it tends towards multilateralism to a large extent, then CSR is less likely to have an efficient impact. Design/methodology/approach - Theoretical approach based on three fields: credence goods, greenwashing and political economy. Findings - The coordination is harder for lobbies in the more multilateral scenario. The more politically powerful group would lose its influence on the decision body in the multipolar scenario. If lobbies keep influencing their state governments, the efficiency would also be reduced in the regionalization or multipolar scenarios. The easiness of the greenwashing strategy is also crucial in order to determine the possible evolution of the CSR as a real commitment that benefits environment and society. Research limitations/implications - Countries may take advantage of CSR by offering an advantage to firms willing to develop CSR thanks to public regulations if greenwashing is easy and if the evolution of the world that prevails is similar to the tripolar or regionalization scenarios. This may also occur under the multipolar scenario but it would necessitate an effective international coordination. Originality/value - This is the first work that brings together the strategic behaviour of firms with respect to Corporate Social Responsibility and political economy determinants. The predicted evolutions of these two features according to the degree of multilateralism as well as how they are intertwined are also novelties of this paper.
机译：目的-本文旨在提供一种企业社会责任（CSR）的理论方法，以评估企业社会责任是否会发展成为有效推动更多事实上的社会责任的概念，还是会成为纯粹的营销手段。 CSR行为发展与法规游说之间的权衡是影响CSR演变的关键因素。其结果是，如果世界巩固或趋于多边主义，那么企业社会责任就不太可能产生有效的影响。设计/方法/方法-基于三个领域的理论方法：信用商品，绿色清洗和政治经济学。调查结果-在多边情况下，游说机构之间的协调更加困难。在多极情况下，政治上更有实力的集团将失去对决策机构的影响。如果游说继续影响其州政府，那么在区域化或多极情景中，效率也会降低。为了确定企业社会责任的可能演变，并将其视为有益于环境和社会的真正承诺，绿色清洗战略的简便性也至关重要。研究的局限性/意义-如果容易进行绿色清洗，并且如果普遍存在的世界演变类似于三极分化或区域化的情况，则各国可以利用公共法规为愿意发展CSR的公司提供优势，从而利用CSR。在多极情况下也可能发生这种情况，但这将需要有效的国际协调。原创性/价值-这是将企业在企业社会责任和政治经济决定因素方面的战略行为结合在一起的第一部著作。根据多边主义的程度以及它们如何交织而预测的这两个特征的演变也是本文的新颖之处。

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