Sustaining edges: CSR, postmodern play, and SMEs

Globalization challenges organizations to make sustainable connections between enterprise, equity, ethnicity, and the environment. This article contends that to date, the main responses cluster round corporate social responsibility (CSR). It further claims that CSR often results from adverse publicity (and so has been defensive in nature, and reactive rather than proactive); and that its emphasis on corporations marginalizes small to medium enterprises (SMEs), who form a huge part of the world economy. The article illustrates how one SME, Dawnraid Entertainment, from the socio-cultural and geographical edge of Aoteoroa/New Zealand, responds by pioneering community-embedded enterprises.