Rethinking corporate social responsibility within the sustainability agenda
Authors: Clara C. Romero Karina , L. Lamadrid Richel 
Published: October 2014

Purpose– This investigation is guided by the following research questions: employing Hart and Milstein’s (2003) Sustainable Value Framework as analytic tool, what is the extent of the integration of sustainability focused strategies by Asian-based companies in their corporate social responsibility (CSR) initiatives? How can the ethics of responsibility of Hans Jonas help rethink the current understanding and doing of CSR in Asia towards achieving a truly responsible and sustainable corporate identity?Design/methodology/approach– This research uses Centering Resonance Analysis (CRA), which is a relatively sophisticated form of content analysis methodology suitable for studying formal written communication such as the published CSR reports. To accomplish the complex task of CRA, the Crawdad Text Analysis System 1.2 is used. The Crawdad Text Analysis Software is an analytical software package developed specifically to perform CRA.Findings– Using the Hart and Milstein Sustainable Value Framework as a diagnostic tool, the empirical findings reveal that Asian-based companies’ CSR projects exhibit a very low degree of integration of sustainability strategies. This paper proposes a theoretical process model that explains the planned development of CSR initiatives – through a CSR tract elucidated as corporate sustainability and responsibility – a holistic management approach aimed at providing impetus for companies in Asia to pursue the goal of becoming responsible and sustainable companies. It reconciles the concepts of CSR and corporate sustainability using Hans Jonas’ ethics of responsibility as the philosophical footing.Research limitations/implications– The primary objective of this study, therefore, is to examine how companies located in Asia embrace sustainability in their CSR engagement. It stems back to the fundamental question, “How do companies in Asia manage their CSR” – i.e. as a strategic response to changing circumstances and new corporate challenges? This question drives this study’s search for empirically based conclusions on current CSR program thrusts and the advancement of sustainability strategies of firms operating in Asia.Practical implications– Building upon the empirical results gained from the above objective is the equally important goal of the study to advance Hans Jonas’ ethics of responsibility as a basis for a blueprint to a revitalized view of CSR amongst Asian firms in their pursuit to become responsible and sustainable corporations. The integration of philosophical theory adds foundational depth to the study.Social implications– Building upon the empirical results gained from the above objective is the equally important goal of the study to advance Hans Jonas’ ethics of responsibility as a basis for a blueprint to a revitalized view of CSR among Asian firms in their pursuit to become responsible and sustainable corporations. The integration of philosophical theory adds foundational depth to the study.Originality/value– This multidisciplinary study seeks to contribute to CSR literature in two ways. First, it highlights the significance of the need for empirical descriptions of firm-level CSR structures and practices that may give a more thorough account of the overall quality of business involvement of Asian-based firms on sustainability issues. Second, this investigation underscores the need for conceptual robustness to guide CSR initiatives undertaken by firms within a sustainability paradigm. A grounded theoretical model is henceforth presented in this paper to enrich the discussion on the strategic management of ecological responsibility through a holistic approach to CSR.