Downstream Corporate Social Responsibility

Corporate social responsibility (CSR) entails addressing sustainability challenges in the entire value system, from sourcing, producing, to downstream CSR that involves the use of a product. This chapter focuses on a service-dominant logic corporate perspective in outdoor apparel business models in Scandinavia. The aim of this chapter was to identify enabling factors for use-oriented business models. A collective case study, analyzing marketing relationships, was made in the business model Canvas. Offering services, in this case rental, in addition to traditional sales puts demand on getting to know the customers’ needs and preferences. Other enabling factors were also related to additional services, other activities in support of the rental, resources such as IT solutions, and communication serving educational needs.