The study is based on the popularity and the demand of the management concept CSR. The management concept is characterized by conceptual confusion, which contributes to the significance to study the distribution of CSR from a supply perspective. The purpose of the study is to describe how the management concept CSR is presented in the Swedish popular management press through a supply side perspective. The fashion setters are identified as a driving force for the adoption of management concepts by their propagation. Additionally, the study develops a model for the concept setting process of CSR. By using the model the management concept CSR can be described and analyzed. Consequently, the design characteristics and rhetorical elements pervading articles in popular management press are analyzed. The study is based on content analysis of 349 articles published in Swedish popular management press during the years 2005-2012. The finding shows that the fashion setters are stating that the stakeholders request companies to implement CSR. However, they are not propagating the aspect of responsibility. Instead, they propagate CSR as a mean to reach financial goals. Thus, it is shown that the management concept CSR is propagated as a strategic tool for financial benefits to appeal potential adopters.