The Market for Virtue: The Potential and Limits of Corporate Social Responsibility


It is reflected in the growth of social and ethical investment funds, the dramatic increase in voluntary codes of conduct for companies and industries, and the number of companies that issue reports on their social and environmental practices and policies.

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Similarly, the mobilization of nongovernmental organizations to challenge a wide range of corporate environmental and human rights practices, the frequency of consumer boycotts and protests, and the number of organizations and institutions established to monitor, measure, and report on corporate social and environmental performance all demonstrate deep grassroots interest. He presents a careful and balanced appraisal of the movement's accomplishments and limitations, including a critical evaluation of the business case for CSR.

The Market for Virtue: A Critical Appraisal of the Potential

While acknowledging the movement's achievements, most notably in improving some labor, human rights, and environmental conditions in developing countries, he also demonstrates that CSR's potential to bring about a significant change in corporate behavior is exaggerated. The Market for Virtue explores to what extent future improvements in corporate conduct can occur without more extensive or effective government regulation --in the United States, Europe, the Far East, and in the developing countries.

In other words, what is the long-term potential of business self-regulation? Vogel concludes that the amount of improvement that can be expected is far more modest than much contemporary writing on corporate responsibility has claimed.

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There is a market for virtue, but it is limited by the substantial costs of more responsible business behavior. The impact of corporate human rights policies has been limited by widespread corruption and civil strife in many developing countries with substantial natural resources.

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Corporate commitments to reduce emissions of greenhouse gases are far too modest to make measurable progress with the problem of global climate change. The best should not be allowed to be the enemy of the better. Corporate social responsibility has made the world a better place. But little is to be gained by exaggerating its actual or potential impact.

Pressures from civil society are only capable of forcing firms to internalise some of their externalities.

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The most effective strategy for reconciling private business goals and public social purposes remains what it has always been, namely effective government regulation. Regulation not only creates a level playing field for relatively responsible firms that cannot recoup the costs of their virtuous behaviour in the marketplace, but it represents the most effective way of forcing their less virtuous competitors to improve their social and environmental practices.

Too much writing on corporate social responsibility ignores the critical role of government in forcing companies to improve their behaviour. An important reason why the business case for corporate social responsibility is so popular among executives is that it fosters the illusion that corporate behaviour can be expected to steadily improve without also expanding the scope of government controls over business.

The definition of corporate social responsibility needs to be expanded to incorporate not only what corporations do voluntarily, but the position companies take with respect to public policy. A corporation should not be considered responsible if it voluntarily improves its own practices but opposes expansions of public authority that would require all firms to act more responsibly. This is certainly a more realistic expectation in developed countries where governments are capable of effectively regulating firm behaviour — even in the face of business opposition.

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Similarly, the mobilization of nongovernmental organizations to challenge a wide range of corporate environmental and human rights practices, the frequency of consumer boycotts and protests, and the number of organizations and institutions established to monitor, measure, and report on corporate social and environmental performance all demonstrate deep grassroots interest. He details many of the challenges and questions raised after two decades of work by civil society organizations, governments, and companies redefining the relationship between business and society. Gwen Migita, chief sustainability officer, Caesars Entertainment. Many highly visible firms in the US and have assumed greater responsibility for improving working conditions in the factories in Asia and Central America that produce goods for them. The limits of the market for virtue By EC Newsdesk on Aug 25, While the principles and practices of corporate social responsibility date back more than a century, the current wave of public, business and academic interest in the subject is unprecedented.

It clearly poses a greater challenge in many developing countries where the rule of law is ineffective or non-existent. Indeed, much of the pressure on global firms to adopt corporate social responsibility policies emerged precisely as a response to the inability or unwillingness of many developing country governments to make and enforce laws that adequately protect their citizens and environment. Yet unless these governments become more effective, private initiatives, however well intended, will continue to have limited impact. This means that corporations must work with international institutions, western governments and both international and local NGOs to find ways of improving the effectiveness of developing country governments.

It can also encourage firms to develop creative and sometimes cost-effective ways of addressing various social problems. And it can reward responsible business practices and penalise irresponsible ones. For relatively profitable firms, corporate social responsibility can represent a commendable allocation of discretionary corporate resources.

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Private or soft regulation does have a useful role to play in improving some aspects of the behaviour of some companies. In the short run, corporate social responsibility can be a useful supplement to government regulation, particularly in countries in which the latter is still ineffective. But it should not be regarded as a long-term substitute for the rule of law.

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Our challenge is to identify the ways in which both private and public regulation can complement each other to improve corporate performance. We need to recognise the potential of the market for virtue, as well as its limits. Ethical Corporation will host a conference on the subject of communicating values and CSR issues to consumers in London on November For more details see: The limits of the market for virtue By EC Newsdesk on Aug 25, While the principles and practices of corporate social responsibility date back more than a century, the current wave of public, business and academic interest in the subject is unprecedented.

SearchWorks Catalog

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Academy of Management Review. Rethinking social initiatives by business. Administrative Science Quarterly,48 2 , - Toward an extended theoretical conceptualization.

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