Business organisations should continue corporate social responsibility (CSR) practices in tough economic conditions to maintain brand trustworthiness and create stronger brand value, say global executives...David Schmoock, Lenovo's senior vice-president and chief information officer, said smart companies would push ahead with CSR during the financial crisis to establish trust among their customers and shareholders... Luk Van Wassenhove, director of the INSEAD Social Innovation Centre, said the crisis would separate companies with a genuine commitment to CSR from those that faked their concern. [Also refers to Wal-Mart, Unilever, Procter & Gamble, Marks & Spencer, Shell, Petra Group.]