CSR: fashion, business or goodwill

Having looked through the websites of the most influential corporations in my country I found out that the only Corporate Social Responsibility initiatives they take are sponsorships and rare single philanthropic actions. I guess the reason they implement these initiatives is only because they try to meet “the game requirements” of current international business and not to be perceived underdeveloped. It is sad, especially knowing how many advantages of better communication and trust this PR tool can bring: mutual understanding, credibility, and mostly important, trust and belief that business cares and is accountable for its actions. Probably, their point is coming from theory that organisation’s reputation is considered to be impossible to be quantified? If it cannot be measured then it cannot be managed, and if it cannot be managed, then why invest in it? CSR is about to strengthen reputation, improves media relations and improves company’s image, and as a bottom line , increases sales and market share. Would my country ever look at positive and successful examples of CSR principles and implementation? I think the time is now.