Implementing Corporate Social Responsibility (CSR) at the Heart of the Business Model (BM): Experimentation of a Value Creation Process Within Janssen France
This article suggests a new conceptual representation of CSR at the heart of the BM The implementation of CSR is discussed in terms of a process by which the social, societal, environmental and economic values of sustainable development are progressively incorporated into the strategy and the BM. It is by conducting research-intervention within Janssen France that three sequences of this process have been developed and tested. By integrating CSR into its strategy and at the heart of the components of the BM, Janssen France broadens the purpose of its activities and contributes to sustainable development objectives.