Many CSR (corporate social responsibility) efforts are little more than PR campaigns designed to promote corporate brands--by creating the appearance of being "good corporate citizens." Result? CSR investments that deepen public cynicism and fail to generate real social change. Equally important, they're not enabling companies to profit from their good works. CSR can solve social ills and give your company a competitive edge--if you approach it strategically.

This Harvard Business Review Article Collection shows how. The key? Tackle social issues that you're best equipped to resolve and that, if eradicated, would give you the greatest competitive advantage. Take Toyota. To address public concern about auto emissions, the company used its technical prowess to develop the hybrid Prius. The car significantly reduces pollutants and has given Toyota an enviable lead over rivals in hybrid technology.