The corporate social responsibility (CSR) movement is no longer on the business fringe. This past week, I attended the Stanford Conference on Socially and Environmentally Responsible Supply Chains to search for supply chain substance behind the recent media hype around everything “green.” Senior operations executives were present from a broad spectrum of CSR pioneers, including Starbucks, Wal-Mart, Nike, Cisco, Hewlett-Packard, Microsoft, and Timberland (four of which have been listed in AMR Research’s Supply Chain Top 25). Once a side hobby of idealists, CSR has finally grown into a strategic issue with boardroom heft.

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