Apart from investing in a separate CSR (Corporate Social Responsibility) Portfolio, companies can also embed CSR into their business model(s). This is a way of lubricating the ‘touch points’ with various stakeholders. This kind of CSR perforates in the corporate thinking and does typically not exist in a separate CSR portfolio. This requires that all projects are not only derived from capabilities a company has but are also embedded in the very juxtaposition of them onto the markets they serve as well. Hence, they cannot be separated from the business model(s). I believe this kind of CSR is really true CSR!