DOI: 10.36347/sjebm.2020.v07i09.006

Pages: 320-324

The current COVID situation has brought some serious ethical dilemmas and challenges for employers who are acting in leadership roles. Different companies responded in different ways to contribute within their allowed capacity to stand strong against the economic and humanitarian crisis. This paper begins with exploring the changing role of CSR during COVID times and inferred that its focus is shifting towards the idea of conscious capitalism and stakeholder relationship management. With that, it reinforces the articulation of authentic CSR which is required for a sustainable business model after the crisis is over. Next, it emphasized the importance of CSR in the COVID times as it enables companies to secure high consumer and employee loyalty and trust levels which contributes somehow towards the economic growth of the company for a long-term basis. Then, it analyzed the role of ethical leadership in light of the COVID situation to see if it can add to the CSR effectiveness. It was argued that customer orientation encourages ethical leaders to not compromise their ethical standards while regarding the whole community-wide perspective. Finally, the value of having a strong responsible culture was discussed which can generate more impactful CSR outcomes.