CSR CONTRIBUTION TO MANAGEMENT IN THE 21ST CENTURY
CSR CONTRIBUTION TO MANAGEMENT IN THE 21ST CENTURY

Summary/Abstract: In the 21st century organizations have to cope with a variety of challenges, that might become more and more demanding as time passes by. They will have to work in a rapidly and growingly global competitive environment, where the competition for customers and clients will be harder, new competitors will emerge all over the world, and the chances to succeed will not be very good. They will also have to face knowledgeable and demanding customers, as the global public can achieve knowledge and information very easily and very cheaply. They will have to answer to civil society, which is growing in size and impact, and becoming a legitimate actor in the economic market arena. And they will have to work with a variety of stakeholders, that in the past were limited in their ability to influence the organizations, but this has changed by now. These stakeholders may include employees, customers, nearby communities, but also the media, the local and regional government and even global organizations, such as OECD, UN, World Bank and so on. This paper suggests that the developing school of CSR will provide the most effective tools and management systems to cope successfully with this new reality.

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