ซีเอสอาร์กับนวัตกรรมการสื่อสาร

Abstract

Corporate Social Responsibility or CSR is a well-known concept that many corporates put an importance on its idea and start combining its process with their businesses movement. (Corporate Social Responsibility Institute, 2013) In the past, business owners see CSR concept as one of many choices, which corporates can totally decide if they are interested to integrate it with their businesses or not, depending on the satisfaction and discretionary of the organization. Nowadays, most corporates envision the importance of CSR concept as same as the initiation of innovation in business advancement. (McWilliams and Siegel, 2001, as cited in Preuss, 2011) In addition, the social change and high expectation of stakeholders are relevant factors making corporates intentionally integrate CSR concept with their businesses. The reasons are not only for building good corporate images or serving marketing purposes, but also for contributing sustainable development in businesses. Consistent with the Triple Bottom Line concept, there are three dimensions for corporates to consider; profit, population/people and planet. The first “P” profit means corporates’ responsibility in developing both business advancement and economic growth of the nation together. Next “P” population/people stands for responsibility of corporates in increasing community well-being and supporting society whereas the last “P” defines corporates to be concerned about environmental issue such as producing an environmental friendly products and services. (Dyllick and Hockerts, 2000, as cited in Branco and Rodrigues, 2006) Furthermore, corporates are highly expected to run businesses with honesty and trustworthy, based on good governance that will lead businesses to along-term sustainable development. (Corporate Social Responsibility Institute, 2013) Then, the purpose of this article is to review concepts of CSR, innovation and innovative communication for expanding the viewpoint of these concepts in term of sustainable development.