Responsible Management in the CSR 2.0 Era

Many authors and professionals claim that the vast majority of firms have failed to be good corporate citizens. Even some academics indicate that modern Corporate Social Responsibility (CSR) has malfunctioned to address the issues this philosophy claims to be concerned about. Nevertheless, another group of scholars claim that CSR should not be considered as an impractical philosophy to improve society's welfare and companies' performance. This new stream of research argues that the field of CSR is ushering in a new era in the relationship between business and society: the CSR 2.0 era. The aim of this chapter is to present the Total Responsibility Management (TRM) approach in order to show how companies can implement CSR issues into their strategies contributing to companies' success and community welfare by managing relationships and companies impacts in this new era.