1. Introduction

“There is one and only one social responsibility of business – to use it resources and engage in activities designed to increase its profits so long as it stays within the rules of the game, which is to stay, engages in open and free competition without deception or fraud” (Friedman, 1970).
As one of the most influential economic scientist in the 20th century, Milton Friedman did this statement 41 years ago. In the last three decades the world economy went through a large change. Affected by the crisis of the industrial capitalism in the 1970s, the currency crisis in the 1980s or the financial crisis in 2007, business needed to readjust itself every time it reaches its limit. Especially concerning the collapse of the real estate and financial bubble in 2007, a re-orientation for organizations to concentrate on long-term performance instead of inconsiderately accumulating capital was and is required. “Adopting business strategies that meet the needs of the enterprise and its stakeholders today while sustaining the resources, both human and natural that will be needed in the future” (KPMG, 2011).
Those strategies to fulfill sustainable criteria are the elements of Corporate Social Responsibility. But as Friedman mentioned, the goal of an organization is to increase its profits. Could this be a win-win-situation for organizations and the environment? Or is the assumption correct, that this obvious contrast could only satisfy one party? If so, wouldn’t be the use of CSR be more a marketing instrument than a way of improving the world?

2. Explaining CSR

Corporate Social Responsibility is basically one aspect of the appropriate and needed role companies play in todays` society. The European Commission for Corporate Social Responsibility provides us with the following definition of CSR:
"A concept whereby companies integrate social and