CSR 2.0 as a new approach to corporate social responsibility

Wojciech Leoński

Titles

Abstract

Corporate Social Responsibility (CSR) is an increasingly popular management concept. It is worth noting that changes in the business environment, especially the rapid development of information and communication technologies and the emergence of social media, influence the development of this concept. In recent years, there appeared a new concept of corporate social responsibility – CSR 2.0. – which was suggested by Visser. This idea assumes, among other things, the use of social media in CSR practices. Unfortunately, few Polish companies are present in social media which seem to be an ideal instrument to communicate socially responsible activities.

The article analyses and evaluates CSR 2.0, and also shows basic differences between the classic and new approach to the strategy discussed. In order to prepare the article, the author conducted a critical analysis of Polish and foreign literature, reports and studies prepared by various institutions, the descriptive and comparative method.

Corporate Social Responsibility (CSR) is an increasingly popular management concept. It is worth noting that changes in the business environment, especially the rapid development of information and communication technologies and the emergence of social media, influence the development of this concept. In recent years, there appeared a new concept of corporate social responsibility – CSR 2.0. – which was suggested by Visser. This idea assumes, among other things, the use of social media in CSR practices. Unfortunately, few Polish companies are present in social media which seem to be an ideal instrument to communicate socially responsible activities.

The article analyses and evaluates CSR 2.0, and also shows basic differences between the classic and new approach to the strategy discussed. In order to prepare the article, the author conducted a critical analysis of Polish and foreign literature, reports and studies prepared by various institutions, the descriptive and comparative method.

Keywords

corporate social responsibility, CSR 2.0, Information and Communication Technologies, management, strategy

References

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Proszowska, A. (2013). CSR 2.0 czyli wykorzystanie mediów społecznościowych w kampaniach społecznej odpowiedzialności biznesu – studium przypadku z rynku polskiego. Studia Ekonomiczne, Zeszyty Naukowe Uniwersytetu Ekonomicznego w Katowicach, (157), 58–65.

Roszkowska-Śliż, M. (2012). CSR 2.0, czyli społeczna odpowiedzialność biznesu w czasach Web 2.0. In P. Płoszajski (ed.), Społeczna odpowiedzialność biznesu w nowej gospodarce, Warszawa: Open-Links, pp. 77–96.

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Tapscott, D., & Williams, A. (2008). Wikinomia. O globalnej współpracy, która zmienia wszystko. Warszawa: Wydawnictwo Ekonomiczne i Profesjonalne.

Visser, W (2010a). CSR 2.0. the evolution and resolution of corporate social responsibility. In M. Pohl, N. Tolhurst (eds.), Responsible Business: How to Manage a CSR Strategy Successfully, Padstow, Cornwall: A John Wiley & Sons, retrieved from: http://www.waynevisser.com/wp-content/uploads/2012/04/chapter_wvisser_csr_2_0.pdf [accessed: 6.06.2016].

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Visser, W. (2014). CSR 2.0: Transforming Corporate Sustainability and Responsibility. London: Springer.

Internet sources

Gemius Audience (n.d.), retrieved from: http://www.audience.gemius.pl/ [accessed: 01.11.
2015].

Konsument w mediach społecznościowych, Euro RSCG Worldwide, retrieved from: http://interaktywnie.com/public/upload/data/Konsument-w-mediach-spolecznosciowych.pdf [accessed: 02.11.2015].

Społeczeństwo informacyjne w Polsce w 2014 r. (2014). GUS, retrieved from: http://www.stat.gov.pl/obszary-tematyczne/nauka-i-technika-spoleczenstwo-informacyjne/spoleczenstwo-informacyjne/spoleczenstwo-informacyjne-w-polsce-w-2014-r-,2,4.html [accessed: 02.11.2015].

Information

Information: Jagiellonian Journal of Management, Volume 2, Issue 3 (2016), pp. 217 - 226

DOI: https://doi.org/10.4467/2450114XJJM.16.017.5849

Article type: Original article

Titles:

English:

CSR 2.0 as a new approach to corporate social responsibility

Polish:

CSR 2.0 as a new approach to corporate social responsibility

Authors

Wojciech Leoński

University of Szczecin, Faculty of Economics and Management, Institute of Business Management and Investment

Published at: 24.10.2016

Article status: Open

Licence: None

Percentage share of authors:

Wojciech Leoński (Author) - 100%

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Publication languages:

English

View count: 1831

Number of downloads: 1919

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