Issues in Social and Environmental Accounting
Vol. 2, No. 2 Dec 2008/Jan 2009
Pp. 260-265
Two Models of CSR and Sustainability
A comparison between the ‘Pyramid of Corporate Social Responsibility’ and the
‘Model of Sustainable Development’
A review of The Durable Corporation: Strategies for Sustainable Development: Güler
Aras & David Crowther; Gower; 2009
Jane Claydon
University of Sussex, UK
Although many different theories exist
of the notion of Corporate Social Responsibility (CSR) and the terms associated with it (sustainability, Corporate
Governance, sustainable development),
very few have managed to develop a
comprehensive model of CSR or sustainability but instead concentrate on
either one or a few stakeholders within
specific contexts or examples. Aras and
Crowther (2009) present an interesting
new ‘Model of Sustainable Development’ that can be usefully contrasted
with Carroll’s (1991) Pyramid of Corporate Social Responsibility’, now almost
twenty years old.
With the creation of many government
bodies in the 1970s, such as the Environmental Protection Agency and the Consumer Product Safety Commission to
protect the environment, employees and
consumers, it became apparent at the
time that the business world was under
criticism for not being accountable
enough to their stakeholders and society
in general (Carroll 1991). The perception of social responsibility shifted to
social responsiveness by some writers
who argued that the former was not concentrating enough on the actions of the
corporation. This was a necessary reorientation as it emphasised the importance
of corporate action and implantation of a
social role, however the question still
remained of how to reconcile the economic orientation with such social role.
From this, a four part comprehensive
definition of CSR was proposed, which
emphasised the importance of businesses
responding to all aspects of the social
world: economic, legal, ethical and philanthropic and it is from this that Carroll
constructed the four tiered pyramid
(Carroll 1991).
According to Carroll (1991) all business
responsibilities are predicated upon the
economic responsibility, the raison
d’etre of the firm, which is to create
profit for its shareholders from supply
and demand of society (Friedman 1970).
This feature of the pyramid is positioned
at the bottom as the foundation of the
pyramid. All other responsibilities must
occur after this fundamental principle
has been satisfied . At the second tier lie
the legal responsibilities, whereby the
corporation must adhere to the law and
all rules and regulations that it is governed by to ensure it maintains responsible business practices. The third tier is
J. Claydon / Issues in Social and Environmental Accounting 2 (2008/2009) 260-265
261
Figure 1. The Pyramid of Corporate Social Responsibility (Carroll 1991, p42)
the ethical layer, where corporations are
obliged to do what is right, just and fair
for their stakeholders and avoid doing
them any harm. The last tier, the philanthropic level, ensures that the corporation is a good citizen to the community,
contributing resources where needed.
The last two tiers of the pyramid have
also been highlighted within the social
contract theory of CSR, whereby the
corporation is regarded as a citizen
within the community, who should,
therefore, contribute to society like any
other individual (Dahl 1972). This
‘Pyramid of CSR’, then, rests on the notion that the raison d’etre of the firm is
economically defined, by the foundation
of the pyramid. All other responsibilities
(legal, ethical and philanthropic) come
after or from this, suggesting that the
company will only ever be socially responsible if this fits in with its eco-
nomic goal of maximising profit. This
suggests that all actions that derive out
of CSR will inevitably be for economic
purposes, which have always been and
always will be the raison d’etre of the
firm.
This model is one of the earliest examples of how the structure of responsibilities should sit within a corporation, and
is still widely used. However, it has also
faced much criticism. For example, the
mere fact that the root imperative of a
corporation is to maximise profit and
act on behalf of the interests of its shareholders may prevent corporations from
acting socially responsibly. Campbell
(2007) argues that companies who are
economically weak are less likely to engage in acts of CSR as they have fewer
resources to invest time, effort and
money into it (‘slack resource theory’),
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J. Claydon / Issues in Social and Environmental Accounting 2 (2008/2009) 260-265
thus these corporations are unlikely to
meet the threshold for socially responsible behaviour. He further states that
companies are less likely to act in socially responsible ways if it appears that
it will be difficult for a firm to turn a
profit in the short term. Therefore, the
traditional ‘Pyramid of CSR’ model is
not sufficient as a comprehensive understanding of the ways in which CSR and
sustainability should be achieved.
The durability of a corporation is largely
dependant on its understanding and
demonstration of CSR (Aras and Crowther, 2009). Within the broad concept of
CSR are three issues on which corporations focus most heavily: sustainability,
corporate governance and the harmonization of accounting standards. Aras and
Crowther focus on the first of these, asserting that most analyses of sustainability concentrates solely on the environmental and the social, which is inadequate as financial performance is imperative to the success of sustainability
also. It is likely that such analyses do so
because many authors see a conflict between financial performance of a corporation and its social/environmental performance. As such, most work on corporate sustainability does not recognise the
need for understanding the importance
of financial performance as an essential
part of sustainability, which again inhibits a comprehensive debate. Margolis
and Walsh (2003) have reviewed thirty
years of CSR literature and found the
majority of it has ignored factors other
than financial performance which may
affect CSR. Further, although Waddock
and Graves (1997) found a positive correlation between financial performance
and CSR, their research only focused on
corporate financial performance, firm
size, risk tolerance and type of industry
as important variables, which ignores
external factors outside the corporation
itself. Yet this is typical of much literature surrounding CSR. Aras and Crowther, then, aim to provide a comprehensive model which looks at all four aspects of CSR (environment, society, financial performance and organisational
culture) in the short term as well as the
long term context, to provide a more
complex model than any others that exist.
In ‘The Durable Corporation’, they provide a comprehensive explanation and
description of the term sustainability,
referring to the traditional concepts of
what the terms has meant in the past and
providing a framework for understanding what the term should mean in the
present and in the future. They outline
the limitations of such existing assertions of the term sustainability, specifically in relation to corporate behaviour,
and provide a new, more complex
model of CSR and sustainability. The
term ‘sustainability’ traditionally asserts
that society must not use resources more
quickly than it produces them, a definition which was first publicly debated as
part of the Brundtland Report. Although
we must start with this when attempting
to define sustainability, mainly because
it is the first public definition of sustainability, it is still a controversial topic as
it can mean different things to different
people in various contexts and so confusion around the term is still prevalent
(Aras and Crowther 2009). Further,
there is a tendency for analysis of sustainability to consider only two aspects:
the environmental and the societal.
However, Aras and Crowther assert this
analysis is deficient and propose four
aspects, within a two dimensional aspect
of short term versus long term that leads
J. Claydon / Issues in Social and Environmental Accounting 2 (2008/2009) 260-265
263
Figure 2
The Model of Sustainable Development, Aras and Crowther, 2009, page 41
to a more complete definition of sustainability: societal influence, environmental
impact, organisational culture and finance.
Furthermore, to achieve sustainable development it is necessary to achieve sustainability and this can be achieved by
four actions: maintaining economic activity as this is the raison d’etre of the
company (Friedman 1970); conserving
the environment as this is essential for
the maintenance of future generations;
ensuring social justice which includes
elimination of poverty and the ensuring
of human rights; and developing spiritual and cultural values, where the corporate and societal values align in the
individual (Aras and Crowther 2009).
Thus, sustainability and sustainable development is about more than just man-
aging the interest of the stakeholders
versus the shareholder, which is the
most common assertion in organisation
theory. Further, all stakeholder values
must be recognised and accommodated
within a body of trust, for if trust does
not exist between the organisation and
the stakeholder than these transactions
of value sharing cannot take place (Aras
and Crowther 2009).
Aras and Crowther’s view of corporate
performance is that is should be one of
stewardship - of the resources of the society and of the environment within
which the corporation operates – which
leads to sustainability (Aras and Crowther 2009). Sustainability focuses on
ensuring that the resource utilisation of
the present does not affect the future.
This creates concepts with which the
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J. Claydon / Issues in Social and Environmental Accounting 2 (2008/2009) 260-265
corporation must engage to become sustainable such as renewable energy resources, minimising pollution and using
new techniques of manufacture and distribution and accepts the costs that may
be involved in the present for ensuring
such possibilities for sustainability in the
future. This is beneficial not only to the
environment, but also to the organisation, for it cannot operate tomorrow
without the resources it has today. The
same applies within the financial performance of the corporation and there is
no dichotomy between the environmental and financial performance of the
company as the environmental performance of the company in the present day
ensures the financial performance of the
company tomorrow, and vice versa
(Aras and Crowther 2009).
There are internal drivers for an organisation setting agendas to improve environmental performance because of the
perceived benefits for such an action, yet
there have been many critics of these r
(Aras and Crowther 2009). Two such
criticisms assert that either companies
are often driven by the need to comply
with regulation and legislation concerning the government, rather than having a
real concern for the environment or that
the environmental practice of a company
is a mere Public Relations stunt for advertising purposes. However, Aras and
Crowther state that it is inevitable that
the business will concentrate on the bottom line of the performance in order to
ensure the raison d’etre of the firm and,
thus, environmental performance is
achieved in relation to the bottom line
for the above reasons: to make sure that
the company is not prohibited by large
monetary fines from government bodies
for not complying with regulation; or
because consumers will be more likely
to do business with a company if they
are conducting their business practices
in an eco-friendly way. This assertion
corroborates the principles of the
‘Pyramid of CSR’ which also stresses
the importance of the bottom line of financial performance as a pre-requisite
for ethical behaviour thereafter. However, although the ‘Pyramid of CSR’
includes the financial aspect which is
integral to a concrete model of CSR and
sustainability, it does not provide an explanation of how financial performance
can actually lead to the corporation’s
sustainability in terms of ensuring that
money is invested in socially responsible
behaviour and sustainable behaviour, i.e.
by investing in renewable energy resources and other socially responsible
activities as outlined by Aras and Crowther. Instead, the ‘Pyramid’ merely asserts that the business must stay profitable only because it is the raison d’etre
of the corporation to do so and not because it actually has a direct impact on
ensuring sustainability. Further, the
‘Pyramid’ asserts that the corporation
can always achieve profitability, despite
the other factors of CSR as seen in the
other tiers, as the financial layer is the
foundation of the pyramid. However,
Aras and Crowther’s model asserts that
profitability is predicated upon the other
factors of CSR and so the financial success of the company and its actions of
CSR exist in a continuum.
Therefore, the ‘Model of Sustainable
Development’ offers a more comprehensive insight into CSR and sustainability.
It is a more practical tool for business
managers to use as a guide for achieving
socially responsible corporate behaviour
than has ever been seen before and
shows how each of the responsibilities
associated with CSR are to be achieved
J. Claydon / Issues in Social and Environmental Accounting 2 (2008/2009) 260-265
for each stakeholder group, whether at a
local, national or global level, and explains whether these are short term or
long term aspirations. Although Carroll’s ‘Pyramid’ demonstrates many of
the important aspects of CSR (economic
responsibility, legal responsibility, ethical responsibility and philanthropic responsibility) it does not show how these
responsibilities are to be sustained
across time and for different stakeholders, as Aras and Crowther’s model
successfully does, ; nor does it assert
strongly enough the link between financial performance and socially responsible corporate behaviour.
I assert that ‘The Durable Corporation’
is a comprehensive and exciting take on
CSR and sustainability. I would recommend it to anyone who is interested in
CSR and sustainability, particularly
business leaders and academics and for
people with varying understanding and
experience of CSR. It provides an indepth introduction to CSR but has
unique content with the introduction of
the ‘Model of Sustainable Development’
and so is useful for novices who are
learning about CSR and experts in the
field who can compare this model to
other models of CSR and sustainability.
References
Internet Sources
www.davideacrowther.com
www.thedurabilityinstitute.org
www.terry.uga.edu
265
Aras, G. & Crowther, D. (2009) “The
Durable Corporation: Strategies
for Sustainable Development” (Gower Publishing Ltd)
Campbell, J.L. (2007) “Why would corporations behave in socially responsible ways?”
Academy of
Management Review, Vol. 32, No.
3
Carrol, D. (1991) “The Pyramid of Corporate Social Responsibility: Toward the Moral Management of
Organisational Stakeholders”,
Business Horizons, Vol. 34, No. 4
Dahl, R. (1972) “A Prelude to Corporate
Reform”, Business and Society
Review, No. 1
Friedman, M. ‘The social responsibility
of business is to increase its profits’ The New York Times, 1970, 13
September
Margolis, J. D., & Walsh, J. P. ‘Misery
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2003, Vol. 48
Robinson, J. (2004) “Squaring the circle? Some thoughts on the idea of
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