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ver and assess structural, organizational, functional, expressive and economic relationships, with the task of enhancing global sustainability and environmental protection (global ethics); giving benefits and freedom to the entire human community, individual and collective; final users, producers and market protagonists (social ethics); supporting cultural diversity despite the globalisation of the world (cultural ethics); giving products, services and systems, those forms that are expressive of (semiology) and coherent with (aesthetics) their proper complexity. A search for equity is an underlying principle within this definition of design and one that has far reaching implications on the design practice and theory.

CSR对公司的好处——CSR BENEFITS FOR THE COMPANY

增加利润——Increase in Profits

A report released by Goldman Sachs (GSSustain, 2007) on six industrial sectors - energy, mining, steel, food, beverages and media - found that companies considered leaders in implementing environmental, social and governance policies designed to create sustained competitive advantage had outperformed the overall stock market by 25 per cent since August 2005. Within their own sectors, 72 per cent of these leading companies had outperformed their peers over the same period GS Sustain 2007 (GRAYSON et al., 2008).

CSR can contribute to an increase in profits by reducing costs on business processes. Porter & Kramer (2002) give the example of philanthropy directed towards a university on company related fields of competencies, leveraging its resources with local resources. Implementing an in-house training or research facility would often be far more expensive.

Nevertheless, as any business process alone, CSR is not a guarantee of corporate survival and profits. Indeed, the WWF report 'To Whose Profit? Building a business case for sustainability' make it clear that while there are strong signs of a positive correlation between CSR and bottom line profits, companies that ignore CSR still prosper (CICERO, 2007). Furthermore, one of the main criticisms to CSR is the possible incompatibility of applying it fully when the very nature of a business is to make profit. Indeed, 'competition' and the search for profit on a free market is a paradox with the rather more open and cooperative approach required by most CSR initiatives. This situation often leads to a cynical view of the true business motives with CSR. The consumer or even the community that gets the benefit of a CSR initiative might see this as an instrument to provide further profits to the business.

品牌差异性——Brand differentiation

Brand differentiation is perhaps one of the most widely uses of CSR from a corporate strategy point of view, even in commodity markets. In marketing terms, within CSR brand promises need to be replaced by brand integrity (KOVáCS, 2008). Building a brand reputation on the issue of CSR often requires a long term process and can be a competitive advantage difficult to be copy by competitors. At the same time, as argued by CEC (2002), bad social reputation flows quite fast downstream on the supply chain and can even hamper the operation of a given company depending on the sensitiveness of the consumer and local authority to corporate social respon本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。