“…Social responsibility seems rather to have an ambiguous and complex impact on firm performance, although no true causality has been proved yet. While a lot of research points towards a mild positive relationship (Aupperle, Carroll, & Hatfield, 1985); (McGuire, Sundgren, & Schneeweis, 1988); (Orlitzky et al, 2003); (Maron et al, 2006); (Wu, 2006); (Rodgers, Choy, & Guiral, 2008), this connection has not been fully established (Polonsky, Neville, Bell, & Mengüç, 2005);(Prado-Lorenzo, Gallego-Alvarez, & Garcia-Sanchez, 2009),; (Park & Lee, 2009) and the mechanisms through which performance is enhanced by CSR are not well understood (Jawahar & McLaughlin, 2001);Mill, 2006;Barnett and Salomon, 2006). Qu (2009) argues that lack of coherence between earlier and more recent studies may be attributed to the fact that "business environments are in a state of flux and the current business environments are becoming more favourable towards businesses that place an emphasis on CSR".…”