Fade, Integrate or Transform ? The future of CSR

A very interesting paper written by Allen White, Senior Advisor, BSR! He envisions three scenarios for the CSR movement by 2015: Fade, Integrate or Transform . In the same times, it gives you the history of CSR in a nutshell.
Up to us and the business leaders to choose which of the scenarios should become reality. At the end he summarizes the core challenge of CSR very well in this words:

The core question facing companies is how to harness the full potential of business to serve the public interest while preserving and enhancing core assets — creativity, innovation and competitive drive.

The 10 pages paper can be downloaded here