Abstract
The digitalization of communication in terms of social media and networking services is adding an interesting twist to the discussion about corporate social responsibility (CSR). Social media, as well as other new forms of digital communication, is a powerful tool for stakeholders to monitor and debate and raise the sustainability issues to the wider debate. The digitalized media sphere has repressed firms under incessant public scrutiny. Indeed, to put it in a more extreme way, digitalized media and communication might indicate the end of corporate social responsibility as we know it. To be reputable, it is not enough to be environmentally enlightened, invest in corporate social responsibility projects, or be responsible for environmental effects and other sustainability issues. To turn the courses of more firms towards genuine sustainable trade, we need more accountable firms and business leaders.
Accountable
Adjective, ac·count·able \ə-‘ka \( \dot{u} \) un-tə-bəl\
: required to explain actions or decisions to someone
: required to be responsible for something
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Notes
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http://www.theguardian.com/business/2014/feb/16/saint-antony-jenkins-miracle-barclays-reputation; http://www.independent.co.uk/news/uk/home-news/barclays-faces-further-blow-to-reputation-amid-warning-bank-could-face-criminal-charges-over-2008-bailout-8477850.html; http://www.bbc.co.uk/news/business-17181213; http://en.wikipedia.org/wiki/Barclays#Controversies; accessed 1.20.2015.
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http://www.amednews.com/article/20090914/profession/309149983/2/; http://usatoday30.usatoday.com/money/industries/health/2009-09-02-pfizer-fine_N.htm; http://www.theguardian.com/business/2009/sep/02/pfizer-drugs-us-criminal-fine; http://projects.propublica.org/graphics/bigpharma, accessed 1.20.2015.
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Porter and Kramer (2011).
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Bower, Leonard, and Paine (2011).
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http://www.theguardian.com/world/2013/apr/29/benetton-link-collapsed-building-bangladesh; http://www.bbc.com/news/magazine-24080579; http://www.theguardian.com/world/2013/jun/23/rana-plaza-factory-disaster-bangladesh-primark; http://www.theguardian.com/world/2014/apr/19/rana-plaza-bangladesh-one-year-on, accessed 1.3.2015.
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Hillenbrand and Money (2007).
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Heinonen (2006).
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Davis (2005).
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http://www.un.org/press/en/2000/20000522.sgsm7411.doc.html, accessed 5.10.2015.
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McKinsey Global Survey (2014).
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Schnietz and Epstein (2005).
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Little and Little (2000).
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Burson-Marsteller and Penn, Schoen, & Berland (2014). Leading with purpose study. PSB conducted an online quantitative survey of 4,531 people in the Nordic region between July and September 2014. Quotas were set for gender, age, and region to ensure the sample is representative of the each population. A total of 100 Nordic companies were selected: companies with the largest turnover from Denmark, Norway, Finland, and Sweden. Respondents were asked to rate the companies across a range of metrics.
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Helsingin Sanomat April 24, 2015; Presentation of Jukka Kurttila, CEO of Finlayson in Boardman LJT-seminar in Helsinki, May 5, 2015.
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Slater (2003).
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Aula, P., Heinonen, J. (2016). Towards an Accountable Firm. In: The Reputable Firm. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-22008-6_3
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