Drivers to the Corporate Social Responsibility in Romania: The Banking Challenge

Abstract

The corporate social responsibility agenda has profoundly changed in the last decades in Romania, driven by the new optics of multinationals and their response to the local market. This paper provides a new insight in the CSR field of the banking sector, extending the narrow vision of the CSR implementation in Romania, by confronting the measures taken by the banks form the Romanian market with the financial group’s perspective. The paper consists of a comparative analysis of BRD - Groupe Société Générale and the corresponding group, Société Générale, in order to complete the vision of strategic dependencies in a period of economic, monetary, territorial and political integration. The research use the coding process, identifying major strengths and tendencies of the CSR in Romania, composing a complex approach based on the group strategic imperatives, similarities and adjusted elements for a reconstruction of the CSR concept in the considered sector.

Keywords

• corporate social responsibility
• bank
• financial group