John Elkington in The Economist on getting companies to view CSR differently

17 Jan 2008 – SA in the News

From the article:
Time and again companies fail to see the problems coming. Only once they have had to deal with, say, a lawsuit or strong public pressure do they start to change their thinking. The CSR industry believes that a broader understanding of the world in which they operate can help companies manage these risks better (and, if they are lucky, grasp some opportunities too). “Much of the work we do is to get big incumbents to recognise a different future,” says John Elkington of SustainAbility, a consultancy.

Read the full article on economist.com (subscription required).