“…In responding to various pressures, companies have developed distinct identities as corporate citizens, and CSR has emerged as a key global branding theme (Bakan, 2004;Werther and Chandler, 2005). The highly regarded organization will be the one that addresses the needs and concerns of both society and the market, and makes use of this in the corporate strategy in various ways (McWilliams et al, 2006): as a PR campaign (Frankental, 2001;Reich, 2007;Tilson and Donald, 1985), as a means of risk management (Husted, 2005;Orlitzky and Benjamin, 2001;Story and Price, 2006), and as a way of gaining the stage for market and social legitimacy (Bakan, 2004;Werther and Chandler, 2005).…”