The Challenge of Communicating CSR: is the Key Found in the Corporate Value Systems?

he traditional role of the company in society is being challenged by the increasing number of demands imposed on it by society. it is no longer just a legal entity designed to generate profits and create new jobs, today’s company also plays the role of the responsible co-citizen of the community, the socially and environmentally conscious citizen of the world, and the inspiring and interesting workplace dedicated to its employees (ellis, 2010). it seems reasonable to assume that this changed role of corporations in society, and the values upon which they are based, will lead to a change in the values communicated by corporations, but the question is whether this actually takes place. One of the places where this increasingly higher complexity of roles in society is very obvious is in relation to responsibility. Today, corporations are expected to take responsibility for and engage with the societies and environments in which they operate; in other words it is expected of them to engage in or, at the very least, to take a position on Corporate Social Responsibility (CSR) .