The Balanced Scorecard and Corporate Social Responsibility: Aligning Values for profit.

SOCIAL responsibility of business; BUSINESS planning; BUSINESS enterprises; CONSUMER preferences; STAKEHOLDERS; BUSINESS ethics

The article focuses on the growth of corporate social responsibility (CSR) movement for the past 10 years. This growth has raised questions like how to define the concept, how to measure it and how to make good on its promises. One of the fundamental opportunities for the CSR movement is how to effectively align consumer and employee values with corporate strategy to generate long-term cognizant benefits, a better understanding of precisely with whom, what, when, where, how and why an enterprise makes a profit or surplus. CSR requires more holistic strategic thinking and a wider stakeholder perspective.