Daniel Serbanica () (Academy of Economic Studies, Bucharest) Gheorghe Militaru () (Politehnica University, Bucharest)
Abstract
The purpose of this paper is to identify the main opportunities and limitations of corporate social responsibility in the business environment. We propose a new way to look at the relationship between business and society that does not treat corporate success and social welfare as a zerosum game. Each company can identify the parti - cular set of social problems that it is best equipped with and helps to solve them from which it can gain the greatest competitive benefit. Organizations that make the right choices and build focused, proactive and integrated social initiatives in concert with their core strategies will take the competitive advantage. This paper provides knowledge which may be useful in the programs promoting CSR in Romania.
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Find related papers by JEL classification: M14 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration - - - Corporate Culture; Social Responsibility M21 - Business Administration and Business Economics; Marketing; Accounting - - Business Economics - - - Business Economics L20 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - General O10 - Economic Development, Technological Change, and Growth - - Economic Development - - - General