Corporate social responsibility orientation: an alternative construct and its application

While the process by which organisations adapt to their task environment has received much attention from managers and researchers, the non-task, or social environment has received relatively little attention. This paper examines social strategy-environment co-alignment with respect to an organisation's social environment. Based upon a critical examination of the concept of corporate social responsibility orientation (CSRO) as a descriptor of the mode of adaptation to the social environment sought by an organisation, it is argued that a new, theoretical construct of CSRO is required, which is based on an organisation's goals, goal-related behaviour and goal-related transactions with the social environment. Propositions are advanced relating an organisation's social adaptation to its level of exposure to the social environment, its philosophy and values, and its ability to derive competitive advantage from stakeholder relationships. Finally, ways in which the new construct can advance theory and practice are offered.