THE KEY DETERMINANTS TO A STRATEGIC APPROACH OF CORPORATE SOCIAL RESPONSIBILITY - CASE STUDY IN A BANKING INSTITUTION

摘要

During the past decades the concept of Corporate Social Responsibility (CSR) has caught the attention of both practitioners and academics, not without controversies or debates. We have identified the lack of a strategic approach of CSR as one important source of the issues related to CSR and with this paper we aim first at presenting the meaning and the importance of a strategic approach of CSR and then to underline the key determinants that set it apart from a traditional approach of CSR and represent the theoretical basis for a proposed evaluation methodology. For the applicative part of the paper we present the results obtained when applying the proposed research methodology for a banking institution operating as one of the top service providers in the banking sector, proved to be in a transition phase from a traditional approach to a strategic approach of CSR according to our evaluation.