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International Journal of Corporate Strategy and Social Responsibility
Decades of empirical tests have yet to confirm that corporate social responsibility is and has been a financially responsible business strategy. This paper addresses why firms may choose to adopt a CSR strategy notwithstanding its bottom line effect. It is argued that a purely rational, enlightened self-interest understanding of the CSR movement is incomplete, and rather, that the insights of prospect theory allow for a fuller account of socially responsible behaviour. Analysing the businessdoi:10.1504/ijcssr.2016.077545 fatcat:rvj5ufpi2fdiri6bjs5r4mzc2u