How could a small article influence successful business? We are living in the time of technological progress and media devices, when every piece of information posted online immediately becomes a public domain. But mostly important, does it effect corporate social responsibility (CSR)? Article written by Michael E. Porter and Mark R. Kramer for Harvard Business Reviews made me think about it in some different directions.

When the company’s performance is harmful for the society or ecology, just as in situations like Nike consumers’  boycott and Green Peace’s protest against Shell Oil, someone has to improve it. Press rebukes are beneficial for aggrieved parties, but they are simultaneously generating new deprived sides, as employees with decreased wages.

Besides, in some cases the necessity and appropriateness of media intervention could be questioned. For instance, in case of Nestlé bottled water production we should not blame the company strictly. there are many other significant reasons for shortage in fresh water access (agricultural irrigation, etc.).

Consequently, social welfare is determined, to some extent, by business success and performance and every company has to take it into account. Trying to make solid-foundationed CSR reports instead of vague ones is the way to offload these problems.