Approaches to Innovative Business Social Responsibility: Alternatives for Today's Organizations

10.22579/23463910.52
Published 2017-01-15
content - research articles

Abstract

Issues such as poverty, inequality and inefficient use of natural resources create difficulties in the operation of productive equipment and have become a topic of interest in the agendas of the industrialized nations. In turn, a change is evident in consumer behavior, demanding the participation of the company in society through the generation of responsible practices. The above scenario raises the need to strengthen support from private enterprise to sustainable development of the nation, based on the dimension of Corporate Social Responsibility (CSR).

     In this sense, the document focuses its objective to identify and classify innovative approaches to CSR as a strategic tool for today's organizations. Both innovation and CSR frame a complex and multidimensional relationship, therefore, the document opts for a view from the instrumental theory to offer three approaches as a framework of innovative CSR and organizational impact.

     The proposed approaches are related to the instrumental theory, given the interaction between innovative CSR stakeholders, guidance for generating competitive advantage and marketing with cause, all these aspects of value creation. So are strategic alternatives for companies seeking to boost their CSR as a differentiating strategic aspect for both corporate value chain and for social actors with which it relates and directs their CSR practices.

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