Followers to the front / Barbara Kellermann -- On strategies and their activation / Ansgar Thiessen & Robert Wreschniok -- The strategy activation canvas -- The fields of impact of the strategy activation canvas -- Strategy activation in major corporations -- thought leaders of a new generation...

Purpose The antecedents and typical stages of development of corporate social responsibility (CSR) programs in a given organization or type of organization have been of minor interest in CSR research. Contrary to that the chapter argues that CSR communication strategies need to take the genesis...