Fuzzy cognitive maps to implement corporate social responsibility in product planning: A novel approach

Product development can support proactive CSR strategies by changing product features, materials, and processes in order to reduce or even eliminate negative environmental and social impacts. However, the CSR literature provides little practical guidance for new product development, but promotes general principles for responding to environmental and social issues. One of these guiding principles is the concept of stakeholder engagement, but to date, few practical approaches for integrating stakeholder views and needs into product development exist. To address this gap, the paper discusses the use of Fuzzy Cognitive Map Modeling. The method, which has been applied in participatory stakeholder studies and in product development before, but never in conjunction, helps product planners to understand and assess stakeholder needs and to select product concepts that respond to them. It thus allows organizations to remain true to their CSR strategies.