การศึกษาการทำซีเอสอาร์ โดยใช้แนวคิด ENLIGHTENED SELF INTEREST ของ JAMES E. GRUNIG พร้อมกรณีศึกษานอก-ในประเทศ

Abstract

Despite a strong interest from the business sector in the concept of corporate social responsibility, a sustainable CSR approach remains largely unexplored. This article discusses the concept of “enlightened self interest” developed by James E. Grunig which potulates that businesses will do well by doing good. The idea of “enlightened self interest” is based on the belief that ethical behavior is a short-term investment, but it promises to produce long-term interest.

Grunig presents three levels of corporate social responsibility in a 3-circle model. The innermost circles refers to the basic economic mission of a given business such as the ability to turn out goods and services which respond to the need of consumers and to create employment. The middle circle refers to the output of business that affects external groups like the production of goods and services which are environmentally friendly and lead to equal employment. The third circle is related to the potential of a given business to help solve the broader, general social problems. However, Grunig has yet to clarify the order of priority among the three circles. This article also explores some examples of prominent corporate social responsibility performance at the world-level as well as local-level. The issue at hand is how to apply Grunig’s concept of “enlightened self-interest” effectively to real world situations.