# New study on CSR from Cranfield School of Management

- Link: https://fundraising.co.uk/2003/09/10/new-study-csr-cranfield-school-management/
- Published: 2003-09-10T23:00:00+01:00
- Author: Howard Lake

Cranfield School of Management’s new research study should help businesses link 
their corporate social responsibility (CSR) programmes to business and social outcomes.
“
CSR at the Crossroads” research study, published today by Cranfield School of Management,
sponsored by Edelman, creates an empirically based framework to help businesses 
link their CSR programmes to business and social outcomes.

 

 

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Written and researched by Stan Maklan and Professor Simon Knox of Cranfield School
of Management, the report says that business is taking too pragmatic an approach
to CSR, by focusing on process, measurement and reporting issues. There is dissatisfaction
about measurement and reporting both within business and the Non-Governmental Organisation(
NGO) communities, with both sides unsure about the ultimate impact of the current
efforts upon business decisions and social outcomes.

 

 

In order for CSR to fulfil its promise of dramatically improving business and social
outcomes the study suggests that a comprehensive framework must be developed. Failure
to effectively and efficiently implement such a framework may result in CSR becoming
an expensive exercise in compliance with minimal impact. The researchers argue that
commonly held views about the business case for CSR are “incomplete and at times
highly assumptive”. Based upon both literature and field research, a new framework
is proposed that links CSR to business outcomes in a clear, structured manner – 
establishing a pathway from CSR, through changes in attitudes, and changes in stakeholder
behaviour, through to business and social outcomes.

 

 

Report author Professor Simon Knox said: “The prize is worth the effort. “CSR at
the crossroads” shows that CSR practitioners who are trying to tackle this agenda
have learnt that CSR is really about creating a breakthrough in business performance,
albeit defined more in the context of long term, sustainable performance.”

 

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