In response to growing concern for social and environmental issues throughout the world, businesses are on the edge of reshaping value creation at a fundamental level. Ultimately, sustainability is the engine of long-term profitability. Corporate social responsibility (CSR) allows companies to look beyond the narrow short-term self-interest of business and focus on the long-term ability of doing good. Furthermore, CSR creates a strong sense of purpose by creating strong relationships with stakeholders and helps a company connect to its customers and adjust to the changing demands of society. This paper uses a grounded theory research approach, interviewing five employees who work for a variety of companies that have robust CSR programs to uncover the importance of implementing CSR into a firm’s business model.