Corporate Social Responsibility for Small Global Firms: Case Study of Froosh

The purpose of this paper is to examine how small global firms effectively implement corporate social responsibility through a case study which is based upon field research and in-depth executive interviews with froosh, a Scandinavian smoothiecompany. Results indicate that Corporate Social Responsibility (CSR) will more likely contribute to a company’s success if the following concepts are applied: 1) long-term leadership of senior executives, which improves highly experienced and innovative employees’ long-term commitment towards CSR, and thus positively impacts business, 2) the strong commitment the entire company upholds to its CSR activities, beginning with the management and the employees enforcing the CSR initiatives, and 3) early investment in CSR, a critical factor but is not necessary nor sufficient to guarantee CSR success. The contribution of this study is to highlight strategic human resources management as a prerequisite for sustained CSR in SMEs. Furthermore, it presents a model for small corporations to aggressively take part in CSR.