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California Management Review
California Management Review is a premier academic management journal published at UC Berkeley
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Article Information
Mainstreaming Corporate Social Responsibility: Developing Markets for Virtue
Berger, Ida E., Peggy H. Cunningham, and Minette E. Drumwright
49
/
4
(
Summer
2007
):
132
-
157
This article investigates what it means for corporate social responsibility (CSR) to be “mainstreamed” in a company. Rather than a single ‘best practice,’ narratives provided by managers revealed that mainstreaming can be understood in terms of three distinct CSR orientations: the business-case model, the syncretic stewardship model, and the social values-led model. These different orientations and approaches to mainstreaming CSR are the result of three inter-related factors: an “external market for virtue,” an “internal market for virtue,” and the established culture of the company. For business case and social values-led firms, incentives can be developed that encourage them to gravitate toward the syncretic stewardship orientation, which may well represent the most sustainable dimension of CSR.