Academic journal article Journal of Media Research

Corporate Social Responsibility. Knowledge of the Process in Romania

Academic journal article Journal of Media Research

Corporate Social Responsibility. Knowledge of the Process in Romania

Article excerpt


The present study is part of a larger research started back in 2011 that proved that at that time the citizens from Cluj-Napoca know less that was expected about the concept of CSR, believing that CSR is a process that brings extra image capital, reputation and notoriety to the company that joins it, excluding the business component of the process and the social responsible one. Being at the beginning of its development in Romania, the process of CSR is, in the author of the current study opinion, not correctly understood by the main targets of the companies, the citizens of the communities these companies are working in. To continue the research done in 2011, the author decided to find out the main perception about CSR, after three years in witch CSR developed a lot in Romania2. In order to have a comparison and an evolutionary view, the author has chosen the same target for our research, the citizens from Cluj-Napoca, Romania. The author is interested if CSR is now properly understood individually and whether the companies' involvement in CSR in the past three years is visible to the same citizens that were the target of the research, three years ago.

Brief literature review

Known as one of the most complex and dynamic processes of the XXI century, CSR stands socially-responsible companies all over the world among the most favorable perceived once, by consumers of goods and services. They are, in majority of them, supporters of a society based on sustainable development, which means finding a balance between the environment, society and economy are (California Green Solutions 2007; Pfau, Haigh, Sims, Wigley 2008; Center for Sustainability and Excellence 2005; Lewis 2003). Considering that 95% of large companies in Europe and the USA believe that sustainable development and sustainable business is the key to success in business (Giddings, Hopwood, A'Brien 2002, p. 187), CSR comes out as a great business opportunity. Companies also tend to the idea of responsible citizens of the community. (Ripken 2009). Such as, today most companies change their beliefs and attitudes about the social environment in which they work. Businesses received new management approach and no longer confined only to economic issues. In most cases companies added other variables to business strategy that goes beyond the mere desire to increase economically. A sustainable growth is now based also on integrated programs of corporate social responsibility (CSR). By adopting this idea, the company will be forced to reassess attitudes towards the environment and especially to all categories of stakeholders.

Authors, such as Drucker (Drucker 2007, pp. 326-342) consider that a "healthy" business can not exist in a "sick" society. Therefore companies should have an increase interest in healing society, even if its illnesses have nothing to do with the activity of the organization. In other words, in order to enable a healthy environment, companies should identify the major dysfunction of the area in witch they perform and came out with settlement programs. In this context a dysfunction of the society could become a good business opportunity and lead to a win-win strategy, which will benefit all entities involved, both problematic and those that will provide solutions (Druker 2007, pp. 326-342).

The reasons why CSR process took extent, especially in developed countries of the world are many. Activity reports made by companies but also by governments of countries that have seen win-win opportunities in the process, are confessing that the development of CSR in some parts of the world came as a response to unfavorable situations occurred in the last decades of the XX century, in whom many companies were involved, especially American once. In this context but also in the globalization one, business community wanted to be directly involved in challenges such as climate change, social exclusion and world poverty, issues that become growing concerns in their management strategies (European Parliament 2003). …

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