Innovative CSR: A Framework for Anchoring Corporate Social Responsibility in the Innovation Literature

This paper proposes "innovative CSR" as an alternative to a narrow business case for corporate social responsibility, arguing it should be linked to innovation literature. It defines innovative CSR through the "4Ps" framework: innovation in project content, processes, positioning, and paradigm change. The author highlights the benefits of approaching CSR from an innovation perspective, demonstrating how this lens can enhance understanding of CSR's nature and management challenges, moving beyond traditional corporate philanthropy towards integrated, strategic approaches.