Louise Gardiner, Catherine Rubbens and Elena Bonfiglioli
Focuses on “big business” and what is seen as its growing influence on the state of the world and argues that increasing globalization is posing significant challenges that…
Abstract
Focuses on “big business” and what is seen as its growing influence on the state of the world and argues that increasing globalization is posing significant challenges that require new thinking about global governance, particularly with regard to international trade. Businesses are required to operate within legislative and economic frameworks created by governments and should be helped to develop global, values‐based systems of management rooted in internationally accepted principles. Concludes that corporate social responsibility will only make a visible difference if the concept is fully integrated into corporate principles and practices, and if progress is monitored over time.
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Elena Bonfiglioli, Lance Moir and Véronique Ambrosini
The purpose of this paper is to describe Microsoft's activities in encouraging employability and to show how these activities provide strategic advantage
Abstract
Purpose
The purpose of this paper is to describe Microsoft's activities in encouraging employability and to show how these activities provide strategic advantage
Design/methodology/approach
Two of Microsoft's corporate responsibility initiatives linked to the development of employment in Europe are described and it is shown how these activities have created sustainable competitive advantage for Microsoft through an analysis of industrial organisation economics and the resource‐based view of the firm. Reflects on the characteristics of these involvements and points to aspects which may have wider applicability.
Findings
Involvement in societal projects can contribute intangible assets to the firm whilst delivering social value. However these projects are part of wider coordinated activities with other organisations and with government.
Research limitations
These are reflections on participation in business and hence the conclusions are not representative and the analysis is unstructured.
Practical implications
These case studies will show other businesses how to think about their corporate social responsibility activities from a strategic viewpoint and will allow academics to see how business develops such strategies.
Originality/value
These are rare descriptions of such projects, which are becoming more common in business.