Corporate Social Responsibility Trend Or Structural Concern?

The image of a company, the corporate identity and the organizational culture have become essential today. A company that wants to provide not only commercial success but also the respect of the society in which it operates should be involved in the community’s life. There are many voices saying that sustainable development of companies within ethical, community or social limits, has become increasingly important in the culture of the global business. The concept of sustainable corporate development is still a controversial one, both in terms of its definition and the indicators used to measure the degree of corporate involvement or the efficiency of CSR strategies and initiatives. And how could it be otherwise when we see, face to face, almost opposable experiences: organizations where CSR is part of their day-to-day existence and organizations focused only on immediate profit. This paper aims to address Corporate Social Responsibility in terms of human resources policies and practices, in terms of conceptual and potential utility, of benefits and disadvantages that it can generate, in terms of its implementation and quantification and the impact it can accomplish.