A Diversity Perspective
Edited by Mine Karataş-Ozkan, Katerina Nicolopoulou and Mustafa F Özbilgin
Chapter 3: Defining and connecting CSR, reputation, image, identity, brand, legitimacy, status and diversity
Corporate social responsibility (CSR) and diversity, which are two of the major themes of this book, represent very large fields that extend beyond business and management to all corners of the social sciences such as economics, sociology, psychology and geography, to name only a few examples. They are also fields that are not merely of academic interest, but relevant to practitioners and highly documented in the business press. This chapter provides a conceptual contribution to the theoretical literature on CSR and other related constructs, including diversity, and draws core strands across these fields. CSR and diversity have become popular buzzwords that many organizations are using to signal responsible practices. They have also been confused and conflated with other similar concepts and intangible assets such as reputation, image, identity, brand, legitimacy and status. In terms of human resource management (HRM), the current war for talent suggests that potential and existing employees are becoming more concerned with their company’s CSR activities and as a result organizations need to positively engage with CSR as a means of attracting and retaining workers. At the same time, CSR has also become something of a fad that many organizations have communicated to their advantage. In addition, potential and existing employees are becoming quick to distinguish between those organizations that want to engage with CSR and those that feel they have to. Organizations are also promoting diversity within the workplace.
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