of Armor Lux
Virginie Vial
Assistant Professor, EUROMED Marseille School of Management, Marseille, France

Abstract
Despite a growing consensus on corporate social responsibility (CSR) issues relevant to companies, there is no one-size-fits-all way to structure and organize CSR. The lack of clarity and transparency in the structure leads stakeholders, rightly or wrongly, to accuse companies of greenwashing strategies.'' The author analyzes the case of a small French textile company that has radically turned its business model toward CSR in order to survive. It provides a good example of real social engagement and how it transforms the business model. It also raises the question of whether sustainable development issues, scarcity of resources, and deindustrialization of developed countries will move other manufacturers to consider services and intangible assets as part of their business model. © 2008 Wiley Periodicals, Inc.

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