112 Part 1 the Practice of Human resource Management Source review Arguments supporting CSR ­ Porter and Kramer ( 2006 ) 1 The moral appeal ­ the argument that companies have a duty to be good citizens. The US business association Business for Social Responsibility (2007) asks its members `to achieve commercial success in ways that honour ethical values and respect people, communities and the natural environment'. 2 Sustainability ­ an emphasis on environmental and community stewardship. This involves meeting the needs of the present without compromising the ability of future generations to meet their own needs. 3 Licence to operate ­ every company needs tacit or explicit permission from government, communities and other stakeholders to do a nightmare return to feudalism by forgetting that they must be businessmen first, last and almost always?' He did write that CSR can be used as `a way of maximizing the lifetime of capitalism by taking the wind out of its critics' sails' (ibid: 43). But, writing as an unrestructured capitalist, he suggested that: `The essence of free enterprise is to go after profit in any way that is consistent with its own survival as an economic system' (ibid: 44). The Chicago monetarist, Milton Friedman (1962: 133­ 4) questioned the ability of business managers to pursue the social interest. He asked: If businessmen do have a social responsibility other than making maximum profits for stockholders, how are they to know what it is? Can self-selected private individuals decide what the social interest is? Can they decide how great a burden they are justified in placing on themselves or their stockholders to serve that social interest? Later (Friedman, 1970) he stated that the social responsibility of business is to maximize profits