Summary
Businesses are rapidly moving beyond the idea of Corporate Social Responsibility (CSR) as simply a necessary cost of doing business. Behind this new development is the unique role of the Internet in influencing buying behavior by providing ubiquitous, in-depth information about companies, their global supply chain partners, and their impact on society and the environment. To gauge how deeply CSR has penetrated the core of the corporation — it's strategies and operations, IBM surveyed more than 250 business leaders globally and found that two-thirds of them are focusing on CSR activities to create new revenue streams. Yet fewer than one-quarter believe they understand their customers' CSR expectations well, a potentially alarming finding at a time when new customer expectations - and clout - are rapidly growing. Our analyses uncovered three dynamics for companies to understand and act upon in dealing with the threats and opportunities of CSR:
* Impact - from cost to growth
* Information - from visibility to transparency
* Relationships - from containment to engagement
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