INNOVATIVE INTEGRATION OF SOCIAL RESPONSIBILITY IN BUSINESS STRATEGY

Abstract

Innovative integration of social responsibility in the decision making in companies and other organizations, is an activity that causes immediate positive effect on those directly involved, on local communities and society as a whole. Setting up a framework to promote and implement the concept of social responsibility is an important factor for promoting economic development and sustainable development of local communities and society in general. The paper presents aspects of how McDonald's Romania treated with the utmost seriousness social responsibilities under its leadership, using all resources to contribute to a better world. The company must be continuously aware of its impact on the environment and the community, including these issues in its future strategy. Synergy between social responsibility activities of companies and their goals of business is a sure way to be successful on the market, this can be highlighted in the case study conducted at McDonald's Romania, a company that wants to use his position leadership to ensure that benefit ethical, environmental and economic.

Keywords

• social responsibility
• innovation
• company management