Corporate social responsibility as competitive advantage and strategic necessity : loooking at firm vision and stakeholder perceptions

2009

Masteroppgave i økonomi og administrasjon - Universitetet i Agder 2009 Corporate social responsibility (CSR) has been an increased concept within the today’s business and there are different perceptions regarding the means of the concept. The theories in the area focus on CSR as a possible source of competitive advantage, but also as a strategic necessity. There is a debate regarding the Stakeholders’ importance when it comes to a firm’s CSR activities. Satisfying stakeholders may be useful to increase a firm’s competitiveness, as well as it can be seen as a necessity. This study explores whether a CSR activity can be seen as a source of competitive advantage, or as a strategic necessity. D…