CORPORATE SOCIAL RESPONSIBILITY: A KEY TO SUSTAINABILITY

Karoon Suksonghong

Abstract


The concept of creating the corporate sustainability is crucial for the new paradigm of the modern business management. From the conventional point of view, fostering profitability and corporate growth is essential; however, this may be adequate for firm to success only in the short run. To achieve the long run growth, in contrast, firm may needs to emphasize on the social goals taking into account the sustainable development, for example, environmental protection, social wellbeing, fairness of income distribution, etc. Besides, all business activities should be able to serve the needs of people in the current generation without passing the negative effects through the next generation’s population. In the other words, sustainable firms have to take responsibility for stakeholders and take care of shareholders, simultaneously.

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