“We can not expect change if we keep doing the same old thing” – Albert Einstein.
After reviewing the list of companies and financial institutions that have grown in the last decade and whose objective was only to be competitive without having adopted ethical values in the short term, we find that companies should be ethical in first place and from this value , as appropriate, is the pursuit of competitiveness, without being relegated to mere ethical advertising slogans.
Corporate social responsibility occupies the space between legal requirements on one hand, and social expectations about the role of business in society, on the other, and to the extent that current and potential customers who buy goods take into account of the social responsibility with which companies operate, that becomes a source of competitive advantage for companies that cover the gap between legal requirements and expectations, or a weakness for those who do not.
Globalization has contributed to the awakening of the consciousness of many consumers who, when choosing products or services, give utmost value to companies that publicly display their interest in environmental and social issues. There are many investors who not only use exclusive financial criteria to evaluate an action, but also the public image of the corresponding corporation or brand.
Corporate social responsibility focuses on the development of companies committed to society through competitiveness and productivity, which not only takes into account of the results but also the way to achieve them, which is embodied in reputation, generating confidence and, definitely on the outside perception about the image of the company and in addition, the country in which it operates.
Corporate social responsibility involves doing business ethically and sustainably with management skills and ethical values inherent in the production, administration, marketing and community process, for them it is necessary to take into account of the following essential elements of Corporate social responsibility:
b) access with fluent and integrity;
c) accountability, social balance, and mapping of risks, because without this element, it is impossible to be competitive.