DP1: Introduction to Corporate Social Responsability
I am going to do my report related to development perspectives about the issue that has change my life and I hope that my professional career too. It is Corporate Social Responsibility. I have been studying marketing for the last four years and I am one of those that believe that the marketing of the big companies has been creating instead of effectively satisfying human needs.
According to Klein (2001) the big American companies discovered during the 80´s a new way to promote their products and services. They started to associate the feelings with the material world. When we decide to get a product we are not choosing most of the times the best price value or the more ecological awareness, we normally look for a specifically brand which one we could feel directly and unconsciously identified. Honestly two years ago I felt confident developing the role of a pure marketer in the society.
However this last year of studying in Wales and specifically the subject of strategic management has changed my mind. I discovered the Corporate Social Responsibility. I realized how the powerful of the big companies could be use to promote social and environmental policies around their business.
First of all lets check some of the definitions of CSR. As The World Business Council for Sustainable Development states in its publicationMaking Good Business Sense by Lord Holme and Richard Watts “Corporate Social Responsibility is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large”.
Well in the other hand with statements like this: “There is one and only one social responsibility of business – to use its resources and engage in activities designed to increase its profits so long as it stays within the rules of the game, which is to say, engage in open and free competition, without deception or fraud”. (Friedman in Turner 2006, p. 7). It is hard to believe that something is going to change in the business path.
However as I am going to show you in the following posts this issue is not near to disappear or to be just a fad. We as consumers and future labour force have more power that we think.
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11 Dec 2011
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Antonio Calixto Moreno Zarco
IMSD /
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