What would be far more productive than all this wishing and pretending that CSR is good
and fluffy and cuddly and will help to solve the world’s problems is to simply see it for what
it is: an outdated, outmoded artifact that was once useful, but whose time has past. We
need to let the ‘old CSR’ die gracefully and give it a dignified burial. By all means, let us
give it the respect it deserves – a fitting eulogy about brave new frontiers of responsibility
that it conquered in its heyday. But then, let us look for the next generation of CSR – the
newborn that will carry the torch forward.viii