Corporate Excelence. Centre for Reputation Leadership

What is key for making social activity an important element in developing a CSR policy? How can these policies be aligned with business objectives? How can one differentiate social activity from pure marketing or sponsorship?

In the recent debate, it seems that those are right who believe that the objective of CSR is risk management and creating opportunities in the social, economic, environmental and labour dimensions of the enterprises. But if this management is being developed only as a function of a company’s interests with the objective to improve its performance and financial results, it may help to achieve management excellence, but will not make the company a socially responsible actor. In order to be recognized as a socially responsible company, it’s important to take into account not only internal benefits, but also the benefits of various stakeholders, especially the benefits of the society itself.

These observations are especially important in the context of an increased activity of foundations pertaining to different companies.