Corporate social responsibility (CSR) has short-term and long-term implications for companies. In the short-term, CSR can impact a company's reputation and profits, while long-term, it influences their ability to recruit and retain employees and maintain a social license to operate. The document discusses how Timberland has embraced CSR by prioritizing social and environmental initiatives in their business practices. For example, Timberland publishes reports detailing their CSR efforts and impacts. Embracing CSR is important for companies as they grow in power and influence globally. Managers should view CSR not just as an optional activity but as an integral part of business operations and strategy.