According to Becker-Olsen et al., 80% of respondents believed firms should engage in social initiatives, while 76% thought that these initiatives would benefit the company (2006).

 

       The following theories are going to talk about the importance for companies that engage with CSR to understand customer expectations are for CSR initiatives (Keys et al. 2009). A strategic importance in CSR is to align the company’s values to their social responsibility projects. To do this we will be looking at the model of fit (Becker-Olsen et al. 2006), which can be categorised by many desired outcomes, and the model of CSR strategic control, which looks at the importance to incorporate strategic planning into CSR (Vitolla and Rubino 2013). 

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Theories we will be looking at:

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