ResponsibleChina.com on John Elkington and Jodie Thorpe's article calling for "new CSR" in China

02 Aug 2008 – SA in the News

From the article:
John Elkington and Jodie Thorpe from SustainAbility, an independent think tank and strategy consultancy, write a piece for China Dialogue about the need for China’s wealthy entrepreneurs to make a more concerted effort to integrate corporate social responsibility into their business, rather than merely relying on charity and philanthropy, in order to drive social change. Here’s the main point: “Increasingly, business leaders are beginning to acknowledge that rather than externalising their conscience and values to corporate foundations, there is a better way — which involves integrating twenty-first century values into the business model and strategy of their core business.” Elkington and Thorpe give shout-outs to Chinese egg producer Deqingyuan, “which has built a brand around providing healthy and high-quality eggs in Beijing,” as one good example of a business that “is responding to societal needs by building profitable and successful businesses, rather than “giving something back” once the damage has been done.”

Read more at ResponsibleChina.com.