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ABSTRACT

The term corporate social and environmental responsibility (CSER) is gaining popularity withsome studies attempting to escape narrow definitions of corporate responsibility. This paperaims to develop a model that illustrates how various external, sector-specific and internalinfluences for CSER are interpreted, and then shaped into action at the level of the firm. Usingan in-depth case study approach, this model is then applied to one firm — Scandinavian Airlines(SAS). Developing an understanding of the figurative black box of SAS's motivations contributesto unlocking the reasons why corporations are choosing (or not) to commit to CSER. If thesereasons are known, they can be used to develop appropriate mechanisms to ensure that CSER isan important aspect of a company's decision-making regime. Findings of the case study providefurther evidence that motivations cannot be looked at in isolation of sectoral and culturalcontexts. Secondly, it was seen how catalysts — the lens through which a firm sees andinterprets motivations — can have an important impact in its level of commitment to CSER.

CONTENT
1. Introduction
2. Defining CSER: various interpretations of one common goal
2.1. Developing a model of motivations for corporate social and environmental responsibility at the level of the firm
2.1.1. Part I: the four systems of influence
2.1.2. Part II: motivations
2.1.3. Part III: catalysts
2.1.4. Level of commitment
3. Research approach
4. Results and discussion
4.1. The four systems of influences with respect to the airline industry and Scandinavia
4.1.1. Market systems
4.1.2. Political/institutional system
4.1.3. Science system
4.1.4. Social system
4.2. Background of SAS
4.3. Motivations at SAS
4.3.1. Environmental responsibility
4.3.2. Social responsibility
4.4. Catalysts: interpretations of the motivations
4.4.1. Culture
4.4.2. Internal leadership within SAS
4.5. Level of commitment towards CSER at SAS
5.1. Future directions of research
Acknowledgements

References
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