Ba Forsvar for Anders Wedendahl

1. BA Thesis 2010 Oral Defence
Anders Wedendahl
Public Relations
CSR & Sustainability

2. Key Findings and Conclusion
• In the long run no corporation or industry can
survive if it openly opposes the values of the
public – The ethics of business thus relies on the
ethics of the public.
• If business is to use CSR and Sustainability as a
strategic tool in conducting ethical business it is
key that some kind of standard/definition is set
forth by the international business community

3. Key Findings and Conclusion
cont’d
• Questioning the standards and transparency of CSR
reports – The controversy of appearing to have third
party control and accreditation firms.
• The general idea that CSR provides a direct optimisation
in business performance – The lack of transparency, a
missing definition and its intangible nature makes it
almost impossible to measure.
• The fusion of the economic paradigm and sustainable
paradigm  The critical factor is understanding the
direct link that already exists between the two paradigms
and from that create a new paradigm which may guide
companies in the future in a more ethical manner.

4. New Perspectives & Supporting Arguements
• Steen Valentin lector at CBS in Dagbladet Information Friday 11/6-2010
states that ”The social responsibility of corporations works throughout
the whole organisation” and ”It is not until recent that companies have
started working systematically with their social responsibility, and in
some cases CSR is still a second-hand activity, or at least a process of
creating a positive external image…”  Hence, Steen Valentin questions
the existing validity of CSR and is critical towards the existing window-
dressing for which CSR is used.
• Understanding the important role CSR, hereunder sustainability, plays
in the business environment today and in the future is critical for any
organisation, company and/or industry.  Aarhus School of Business is
no exception. However, it is my conclusion or prediction based on this
thesis that we have so far not questioned CSR and its role, due to the
public focus on sustainability. Their must be a more professional
approach from businesses towards CSR if it is to succeed and prove its
ethical values.
 BP is a relevant example that shows how CSR work

5. Questions

6. Questions