Sustainable Innovation in Times of Crisis: A Multi-case Study with Insights into CSR Strategies and Challenges

This study examines the relationship between organization’s corporate social responsibility (CSR) and non-profit organizations (NPOs) and how COVID-19 and other crises in the world today have changed that. We hypothesize that firms (for profit or non-profit) that have prior experience in sustainable innovations or innovation ecosystems or frugal innovations are better placed to respond quicker in pandemic situations with a simultaneous demand and supply shock. The article used a case study method to identify that the various CSR strategy companies and NPOs in both the USA and India have adopted to combat the impact of pandemic in their society. CSR strategies will be critically evaluated against the mechanisms of sustainability innovation for achieving better organizational outcomes. The study showed a strong relationship between NPOs and their CSR partners. While a few companies had to scale back their CSR programmes significantly, others refocused their programmes to fit the needs of society in the pandemic. Non-profit organizations had to find new ways to meet the needs of their clients, often doing more with less. This speeds up the adoption of innovative technologies and novel approaches to fundraising.