What Strategies Should a Socially Responsible Corporate Organisation Use to Create, Develop and Maintain Distinctive Capabilities?

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What Strategies should a socially responsible corporate organisation use to create, develop and maintain distinctive capabilities? In order to address the question in this essay, I will discuss the definition of a socially responsible corporate organisation, its distinctive capabilities and what strategies would it employ to create, develop and maintain its distinctive capabilities. “The European Commission defines CSR as "a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis, as they are increasingly aware that responsible behaviour leads to sustainable business success." (Commission of the European Communities, Website). A socially responsible corporate organisation would consider the interests of their customers, employees, shareholders, communities, and the ecology and consider the social and environmental consequences of their business activities in order to create both social value and corporate value. Although the concept of CSR has existed for decades, it is only in recent years that the number of organisations engaging in such behaviours and activities has increased markedly (McWilliams et al, 2006). Strong triggers such as the introduction of the Global Reporting Initiative in 2002 and the United Nations Global Compact in 2000 have seen CSR gaining recogniton, not only in Australia, but worldwide. The increase of public concern over the environment and the free flow of information afforded by the internet have also given a significant rise to the importance of CSR (McWilliams et al, 2006). Today, climate change and protection of the earth’s environment are issues that reside in the forefront of people’s minds. The move towards a 'greener' planet has gained much publicity and dominates the concept of CSR and any act against the

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