Most authors and researchers consistently perceive ethics as being invariably divided into two clearly discernible divisions. The Kantian categorically imperative and universalistic divinity prescribes a somewhat non-negotiable and positivistic duty based maxim that guide the actualization of altruism. Conversely, the contemporary but more relative utilitarian approach advocates that an action that produces the greatest wellbeing of good for the greatest number is undeniably the ethical one. Clearly, it makes little sense and very negligible contribution to literature if corporations are continuously misled to believe that such strict and fervent dichotomy exist. On one hand, business firms in this globalized era are increasingly pressured to comply with emerging universalistic international laws. On the other, business firms cannot remain entirely altruistic. Corporations greatly need the flexibility and capability to relate dissimilar cultural contents and moral distorts. This paper maintains that there is an inextricable link between universalism and utilitarianism. The association between the two is at best complex and intricate. Business firms commonly usurp a utilitarian slant where relativity and ability to adapt is pivotal. However, a firm is estopped from usurping utilitarianism if a firm’s conduct falls below the threshold and minimum content of morality. This would immediately instigate a punctuated equilibrium in the firm triggered through a tsunamic impact, causing the firm to refresh into a universalistic mode. This punctuated equilibrium is frequently activated by external factors that are adequately vigorous to refresh and reset the moral values of a firm. Consider Shell’s defensive posture over the Brent Oil Spar allegation which left the firm with diving stock value and tarnished branding. Shell since then has taken a more Kantian receptive posture of apologizing for their catastrophic mistakes which resembled a renewed commitment to the betterment of human kind. This paper contributes to better the understanding of this ethical transition that firms might experience in their course of organization life cycle and how it can be managed tactfully.

Corporate social responsibility has been a densely researched area. Research paradigms have evolved significantly stamping from a sociological focus to a more business integrated framework and the currently growing emphasis on quantifying its performance. However, while much literatures champion the proponents of a proactive corporate social responsibility, the contributions of the more responsive version have been largely under studied. This is not an empirical paper. Far from it, this paper attempts to unveil the current literature gaps pertaining to responsive corporate social responsibility. This paper explores the intrinsic contributions of responsive corporate social responsibility on the moral discourse, organisational change and reputation management in an organisation. It theorises the concept of responsive corporate social responsibility as a moderator of external pressures, as a vector of a moral reboot in organisation change and a device for salvaging reputational damage in business organisations. This paper draws from the literature gaps between studies of normative morality and its interaction in principles of general management, organisational change concepts, branding and corporate reputation. It underwrites to examine the moral contents and discourse of business firms when faced with hostile externalities and studies the moral entrails in its organisational change processes and sequentially how this implicates the corporate reputation of a firm. This paper argues that the impacts of responsive corporate social responsibility and its ability to impact moral dispositions in business organisations deserve closer scrutiny. Study on the influence of responsive corporate social responsibility on organisation change and reputational salvage has similarly is also underscored. This article provides a theoretical review of the emerging gaps in corporate social responsibility and prompts that the concept of responsive social responsibility warrants closer attention.

This paper explores the role of operation management in Hotel industry in Malaysia. It explains the contributions of operation management as a strategic tool for attaining customers’ satisfaction as well as sustainability. It reveals some of the examples of hoteliers that have thrived on these concepts.

Studies and writings on corporate social responsibility turned a full cycle with much ink spilled on this topic. From the inception of a divine origin, corporate social responsibility has now become a flamboyant display of numbers and statistics which corporations proudly present them to fulfil their legal obligations. It is ironic that a divine understanding of corporate social responsibility has now transpired to be a complex calculus of statistical tabulations, too often exhibited in annual and sustainability reports. Organisations become grossly mesmerised with the grandiosity of exceeding the prerequisites of ecological, environmental, social and economic performance supported by undisputable, verifiable and measurable data. Corporate social responsibility has become senseless and meaningless. This is not a research paper nor does it entail the rudiments of any research findings. Conversely, this paper alerts and perhaps cautions corporate social responsibility practitioners on the perils of their overarching emphasis on positivism. Corporate social responsibility cannot be quantified merely in numbers but on the contrary, it should involve truthful, honest and transparent dialectic communication with the stakeholders. Many corporations deceived and some still facing the remnants of their mistakes. The Volkswagen ‘diesel dupe’ crisis and Johnson & Johnson’s baby talc powder scandals are reminders of the same. This paper is a solemn reminder that corporations must be ‘awakened’ so that ethics is grounded to its core and not merely in the cosmetic forms of presentable statistics.

This paper examines the emergence of social enterprise in modern business world and argues that conventional entrepreneurship in open market system, capitalism and laissez faire is retreating and giving way to more socially anchored entrepreneurship. This paper addresses the question on the dynamic impacts of social enterprise on the trajectory of motivation, innovation and sustainability entrepreneurship in modern business world. This paper maintains that social enterprise is a growing and unstopable phenomenon and could assume the central role of entrepreneurship in future.