General models of shareholder value creation in the context of enterprise CSR policy

Purpose: Deepening the understanding of possibilities of implementing conditions of the growing role of CSR in enterprise financial management system. Design/methodology/approach: The above-mentioned purpose was achieved through the review of source literature and conclusions from the observation of changes in the perception of corporate social responsibility of business entities. The importance of research in this area often enhances a dogmatic, declarative approach to relations with stakeholders, detached from objectification from the perspective of financial efficiency. Findings: As a result of the research, two general models for analyzing possibilities for implementing CSR policy were proposed: a reactive model, characterized by the “succession” of enterprise’s activities with respect to the dynamics of the environment, and a proactive model, using the gap in expectations of the environment, offering new values thanks to business models anticipating the attitudes of stakeholders. Research limitations/implications: The considerations do not show the superiority of any of the two models, but they open the perspective for further quantitative and qualitative research on the effectiveness of management decisions, focused on creating the market value of company capital using the leverage of relations with stakeholders. Practical implications: The correct interpretation of CSR policy is important not only with respect to business practices of enterprise management boards, but also decisions taken by a diverse set of stakeholders other than capital owners. It allows the first to optimize decisions and enables the latter to correctly interpret corporate behavior and messages issued. Originality/value: The paper is primarily addressed to business managers and then entities interested in the interpretation of decisions taken by business organizations. The originality of the approach results from the rejection of the effectiveness of relations with stakeholders in the prior sense and an indication of their importance from the perspective of the means to achieve the organization’s goals.