Emerging CSR definition: "Corporate Social Responsibility starts where all existing laws and regulations end; it is an organic link between enterprising, profit-making and social development that is conducted as a win-win solution in areas where a company requires something from society that cannot be bought and requires investment through a DOUBLE business plan: one for the company and one for society."


The PA CSR operational approach


So CSR is not a hand-out; it is not covering matters that are already included in laws and regulations; it cannot be ‘done’ by NGOs or Governments as they are not ‘Corporate’; it cannot be based on incidents but should be a sustained effort in order to serve long term profitability goals of both society and company. In other words, CSR must be based on two business plans: of the investing company and of the new business activity of local society delivering goods and services to the investing company.


Socio-political marketing

Emerging economies must deal with scores of problems at the same time:  poor and insufficient health care, education and infrastructure; malnutrition; contagious diseases; lack of trained manpower; lack of tax morality; lack of social cohesion; low levels of business initiative and high levels of interest rates – to mention a few.

In cooperation with Governments industries in certain sectors already engage in specific activities to distribute low cost essential nutrients; help educate or train; finance roads and waterworks; provide medicines. But current approaches can neither be sustained nor operated at large scale.

PA CSR is working out new approaches including socio-political marketing. This leads to large scale projects involving cross spectrum consumer categories and industries with the support – not the involvement – of authorities. Low margin but large scale sales can be a result that allows successes in the fight against malnutrition and disease.