Competitive Advantages to Business Based on Corporate Social Responsibility

• Autorzy: Vytautas Juščius

Warianty tytułu

Przewagi konkurencyjne biznesu oparte na Społecznej Odpowiedzialności Biznesu

• Języki publikacji: EN

Abstrakty

EN

The article presents traditional models of building competitive advantage in business: the model of five forces, the model of resource based approach and the model of network approach, as tools helpful in creating a model of socially responsible business competitive advantages formation. It involves changes in a company's structure, changing company's objectives and the ways they are obtained and creating a new corporate culture. The outcome is a company prepared to answer reasonable expectations of stakeholders and being able to coordinate and integrate complex relationships and aims. However, the CSR model should be customised for each company, taking into consideration its specific features as well as the features of its surrounding. (abstract oryginalny)

W artykule zostały przedstawione tradycyjne modele budowania przewagi konkurencyjnej: model pięciu sił, model bazujący na wykorzystaniu zasobów i model sieciowy, jako instrumenty pomocne w tworzeniu modelu budowania przewagi konkurencyjnej opartej na społecznej odpowiedzialności biznesu. Ten ostatni pociąga za sobą zmiany w strukturze organizacji, zmiany celów organizacji i sposobów ich realizacji, jak również zmianę kultury organizacyjnej. W efekcie firma jest przygotowana do spełniania rozsądnych oczekiwań interesariuszy oraz potrafi koordynować i integrować złożone relacje i cele. Jednakże model CSR powinien być zindywidualizowany i uwzględniać zarówno specyfikę danej firmy, jak i specyfikę jej otoczenia. (abstrakt oryginalny)

Słowa kluczowe

EN

Competitive advantage; Corporate Social Responsibility (CSR)

PL

Przewaga konkurencyjna; Społeczna odpowiedzialność biznesu

• Czasopismo: Zeszyty Naukowe Akademii Podlaskiej. Administracja i Zarządzanie
• Rocznik: 2009
• Tom: 8
• Numer: nr 81
• Strony: 33--51

Twórcy

autor

Vytautas Juščius

• Uniwersytet w Kłajpedzie, Litwa

Bibliografia

• Achrol R. & Kotler P. (1999). Marketing in Network Economy. Journal of Marketing, Vol. 63, Special Issue, pp. 146-63.
• Adams C.A. (2002). Internal organisational factors influencing corporate social and ethical reporting. Beyond current theorising. Accounting, Auditing and Accountability Journal, Vol. 15, No. 2, pp. 233-250.
• American Marketing Association (2004). What are the definitions of marketing and marketing research?, available at: www.Marketing power. com/content4620.php
• Berger I.E., Cunningham P.H. and Drumwright M.E. (2007). Mainstreaming corporate social responsibility: developing markets of virtue. California Management Review, Vol. 49, No. 4, pp. 132-57.
• Berens G. (2004). Corporate branding: the development of corporate associations and their influence on stakeholder reactions, Doctoral dissertation, Erasmus University, available at: https://ep.eur.nl/han dle/1765/1273.
• Berkhout T. (2005). Corporate social responsibility can be the strategic engine for long-term corporate profits and responsible social development. Alternatives Journal. January/February Vol. 31, No. 1.
• Byeong Yong Kim and Haemoon Oh. (2004). How do hotel firms obtain a competitive advantage. International Journal of Contemporary Hospitality Management, Vol. 16, No. 1, pp. 65-71.
• Case studies in CSR. (2008). How to move from gloss to strategy. Strategic Direction. Vol. 24, No. 1, pp. 12-14.
• Cochran Ph. L. (2007). The evolution of corporate social responsibility. Business Horizons, No. 50, pp. 449-454.
• Cherp A. (2003). Corporate Sustainability Reporting in Eastern Europe: First experience and lessons learned, available at: http://www.ceu.hu/envsci/
• Clarkson M. (1995). A stakeholder framework for analyzing and evaluating corporate social performance. Academy of Management Review, Vol. 20, No. 1, pp. 92-117.
• Corporate Social Responsibility: Making Good Business Sense, Geneva, 8 January.
• Corporate social responsibility: two-faced capitalism. The Economist, 22 January.
• Fliess B., Lee H.-J., Dubreuil O. L., Agatiello O. (2007). CSR and trade: informing consumers about social and environmental conditions of globalised production: Part I, OECD Trade Policy Warking Papers, No. 47, available at: http://oecd.org/tad
• Freeman R.E., McVea J. (2001). A stakeholder approach to strategic management, In: Hitt M., Freeman R.E. and Harrison J. (Eds), Handbook of Strategic Management, Blackwell Publishing, Oxford, pp. 189-207.
• Gadde L.-E., Håkansson H. (2001). Supply Network Strategies, Wiley, Chichester.
• Gobbels M. and Jonker J. (2003). A1000 and SA 8000 compared: a systematic comparison of contemporary accountability standards. Managerial Auditing Journal, Vol. 18, No. 1, pp. 54-58
• The GRI's Sustainability Report, July 2004-June 2007, available at: www.globalreporting.org
• Håkansson H., Snehota I. (1995). Developing Relationships in Business Networks, International Thomson Business Press, London
• Handerman J. and Arnold S. (1999). The role of marketing actions with a social dimension: appeals to the institutional environment. Journal of Marketing, Vol. 63, July, pp. 33-48.
• Hassan A. (2007). Human resource development and organizational values. Journal of European Industrial Training. Vol. 31, No. 6, pp. 435-448.
• Holme R. and Watts P. (2000). The World Business Council for Sustainable Development. Commission of the European Communities. Promoting a European framework for corporate social responsibility, available at: http://europa.eu.int/eur-lex/en/comgpr/2001/
• Implementing the Partnership for Growth and Jobs: Making Europe a Pole of Excellence on Corporate Social Responsibility Communication from the Commission to the European Parliament, the Council and the European Economic and Social Committee.//Commission of the European Communities. Brussels, 22.3.2006 Com (2006). 136 Final.
• Jacobs W.L. and Kleiner B.H. (1995). New developments in measuring corporate performance//Management Research, Vol. 18, No. 3-5, pp. 70-77.
• Johnston W.J., Peters L.D., Gassenheimer J. (2006). Questions about network dynamics: characteristics, structures, and interactions. Journal of Business Research, Vol. 59, No. 8, pp. 945-54.
• Kampf C. (2007). Corporate social responsibility. WalMart, Maersk and the cultural bounds of representation in corporate web sites. Corporate Communications: An International Journal, Vol. 12, No. 1, pp. 41-57.
• Klein J. and Niraj D. (2004). Corporate social responsibility and consumers' attributions and brand evaluations in a product-harm crisis., in International Journal of Research in Marketing, 21.
• Knez-Riedl J., Mulej M. and Dyck R.G. (2006). Corporate social responsibility from the viewpoint of systems thinking. Kybernetes, Vol. 35, No. 3/4, pp. 441-460.
• Przewagi konkurencyjne biznesu oparte na Społecznej Odpowiedzialności Biznesu 51 ZN nr 81 Seria: Administracja i Zarządzanie (8)2009
• Möller K., Rajala A., Svahn S. (2005).Strategic business nets - their type and management. Journal of Business Research, Vol. 58, No. 9, pp. 1274-84.
• Nijhof A. and de Bruijn T. (2008). Partnerships for corporate social responsibility. A review of concepts and strategic options. Management Decision. Vol. 46, No. 1, pp. 152-167.
• O'Higgins H. (2003). Global strategies: contradictions and consequences. Corporate Governance, Vol. 3, No. 3, pp. 52-66.
• Palpacuer F. (2006). Globalization and corporate governance: issues for management researchers. Society and Business Review. Vol. 1, No. 1, pp. 45-61.
• Pedrini M. (2007). Human capital convergences in intellectual capital and sustainability reports. Journal of Intellectual Capital. Vol. 8, No. 2, pp. 346-366.
• Porter M.E. and. Kramer M.R. (2006). Strategy and society. The link between competitive advantage and corporate social responsibility. Harvard Business Review. December, p. 78-92.
• Shaw D., Newholm T., Dickinson R. (2006). Consumption as voting: an exploration of consumer empowerment. European Journal of Marketing. Vol. 40, No. 9/10, pp. 1049-1067.
• Vives A. and Peinado-Vara E. (2003). Editors. Panama City. October 26-28, pp. 1-75.
• Sethi S. (1975). Dimensions of corporate social responsibility//California Management Review, Vol. 17 No. 3, pp. 58-64.
• Silberhorn D., Warren R.C. (2007). Defining corporate social responsibility. A view from big companies in Germany and the UK. European Business Review. Vol. 19, No. 5, pp. 352-372.
• Swaen V. and Joëlle V. (2004). See how 'good' we are: the dangers of using corporate social activities in communication campaigns. Advances in Consumer Research, 31.