Corporate social responsibility: a trend and a movement, but of what and for what?

Purpose Corporate social responsibility (CSR) has emerged as a global trend involving corporations, states, international organizations and civil society organizations. It is far from clear what CSR stands for, what the trend really is, where it comes from, where it is heading and who the leading actors are. If one views it as a social movement, one must ask: a movement of what and for whom? The purpose of this paper is to examine the CSR trend in all its complexity and draw conclusions regarding its development and potential impact. Design/methodology/approach Analysis of central documents and publications on CSR is combined with interviews with driving corporate actors. Findings This article portrays the CSR trend in three ways: as a regulatory framework that places new demands on corporations; as a mobilization of corporate actors to assist the development aid of states; and as a management trend. Each of these portraits suggests certain actors, relations, driving forces and interests as being central. An analysis shows that no one of these views seems to be more accurate than the others: rather the movement comprises a collection of diverse interests, actors, origins and trajectories. These multiple identities may partially describe the trend's success, but could equally well describe its contestation, fragility and fluidity. Originality/value The conceptual distinction shows the likely development and potential impact of a corporate social development. Moreover, the discussions help us reflect on the formation of management trends and how certain models come to flow rapidly and extensively around the globe, following and adding to institutional change – especially to changes in the roles, relations and boundaries between and among states, business corporations and civil society organizations.