CSR from a strategic perspective

Lately CSR has increased its strategic status, as well as the consumer demand for sustainable development. However, there are still organizations that have not adjusted their strategies to fit this shift in demand. More companies could become social entrepreneurs and deploy sustainable innovation programs. The author offers a method for companies that are looking to re-position themselves on the market to gain a competitive advantage based on sustainable core competencies, through the models "Sustainable Communication" and "Strategic CSR and its benefits of enhanced stakeholder confidence/value and improved financial performance". By anchoring CSR into the companys strategy and activities, the customer relationships will grow stronger and more profitable; hence CSR will make the business bloom. In a longer perspective, companies will then contribute to a healthier society, which implies a more dynamic business environment.