The differentiated between corporate responsibilities and corporate citizenship

The concept of corporate social responsibility (CSR) has a long and varied history. It is possible to trace evidences of the business communitys concern for society for centuries. Formal writing on social responsibility, however, is largely a product of the 20th century, especially the past 50 years. Furthermore, although it is possible to see footprints of CSR thought throughout the world (mostly in developed countries), formal writings have been most evident in the United States, where a sizable body of literature has accumulated. With this in mind, my review of CSRs definitional evolution will focus on this body of literature. At the same time, however, it must be acknowledged that related notions may have developed both in theory and practice in other countries and at different times.

A significant challenge is to decide how far back into the literature to delve to begin discussing the concept of CSR. A good case could be made for about 50 years because so much has occurred since that time that has shaped our theory, research, and practice. Using this as a general guideline for this article, I note that references to a concern for social responsibility appeared earlier than this, and especially during the 1930s and 1940s. References from this period worth noting include Chester Barnards (1938) The Functions of the Executive, J. M. Clarks (1939) Social Control of Business, and Theodore Kreps (1940) Measurement of the Social Performance of Business. From a more practical vantage point, it should be noted that as far back as 1946 business executives (the literature called them businessmen in those days) were polled by Fortune magazine asking them about their social responsibilities (Fortune, 1946, cited in Bowen, 1953, p. 44).

Corporate citizenship is a key concept in the management of corporate communication. It works by facilitating the conditions and culture whereby all employees work in harmony with the community. This empowers and enables employees, thereby increasing motivation and developing wider skills, abilities and opportunities to both internal and external interested parties. It is necessary here to identify the links between government and industry in working together. All businesses and communities are affected by the workings of local and national government, although we may not necessarily recognise this fact. People, who work in the public service such as local MPs, councillors or ministers, aim to serve the needs of local constituents. Those that enter this profession do so because they

wish to make a contribution towards the welfare of the community. These public officials hold the power to influence attitudes, beliefs and values but they also need to be associated with good publicity in order to deliver on their intentions. This requires a positive image and sound reputation for each official. Baskin et al. (1997) support this view, stating that, ``local political officials can supply invaluable input to corporate community relations programmes. Corporations have a greater stake in effective local government since they are a major tax payer and user of municipal services.'' Therefore, it is essential that strong bond-ship with local government and businesses are developed if corporate community relations is to be successful.

References
Baskin, O., Aronoff, C. and Lathimore, D. (1997), Public Relations: the Profession and the Practice, Brown and Benchmark, Dubuque, IA. Oliver, S. (1997), Corporate Communication: Principles, Techniques & Strategies, Kogan Page, London. CARMEN VALOR Business and Society Review 110:2 191212