Implementing the Strategy of Social Responsibility in Company Management

Management of a company had to respond to several questions, including whether the activities undertaken within the organization may turn to other directions than those which serve to maximize profits. Corporate Social Responsibility is a concept that refers to the contribution that companies must make to the development of modern society. This can occur passively - avoiding companies to engage in activities that can have a negative impact on society and the environment or actively through various activities whose primary goal attainment and achievement of social goals. More and more organizations have begun to realize that they have the opportunity to contribute to sustainable development, carrying out their activities to create growth conditions to ensure environmental protection and promoting social responsibility by protecting the on-going interests of consumers. Integration companies in the local communities are an important goal of CSR. The companies aim to contribute to local development by creating jobs or through the taxes they have paid. In turn, depends on the stability of the company's activity manifested. Companies also interact with the physical environment by carrying out activities that can have results that produce noise pollution, contamination of soil, air and water. It can be appreciated that those companies that develop their activity based on sustainable relationships with consumers, and strategies focusing on understanding customer needs and providing quality products, show a positive evolution of competitiveness. The purpose of this paper is to make a series of considerations regarding the concept of Corporate Social Responsibility, to specify the main standards in the field, and to address as a case study how corporate social responsibility is implemented within McDonald's.