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Juščius Vytautas (Uniwersytet w Kłajpedzie, Litwa)
Competitive Advantages to Business Based on Corporate Social Responsibility
Przewagi konkurencyjne biznesu oparte na Społecznej Odpowiedzialności Biznesu
Zeszyty Naukowe Akademii Podlaskiej. Administracja i Zarządzanie (8), 2009, nr 81, s. 33-51, bibliogr. 40 poz.
Przewaga konkurencyjna, Społeczna odpowiedzialność biznesu
Competitive advantage, Corporate Social Responsibility (CSR)
streszcz., summ.
W artykule zostały przedstawione tradycyjne modele budowania przewagi konkurencyjnej: model pięciu sił, model bazujący na wykorzystaniu zasobów i model sieciowy, jako instrumenty pomocne w tworzeniu modelu budowania przewagi konkurencyjnej opartej na społecznej odpowiedzialności biznesu. Ten ostatni pociąga za sobą zmiany w strukturze organizacji, zmiany celów organizacji i sposobów ich realizacji, jak również zmianę kultury organizacyjnej. W efekcie firma jest przygotowana do spełniania rozsądnych oczekiwań interesariuszy oraz potrafi koordynować i integrować złożone relacje i cele. Jednakże model CSR powinien być zindywidualizowany i uwzględniać zarówno specyfikę danej firmy, jak i specyfikę jej otoczenia. (abstrakt oryginalny)

The article presents traditional models of building competitive advantage in business: the model of five forces, the model of resource based approach and the model of network approach, as tools helpful in creating a model of socially responsible business competitive advantages formation. It involves changes in a company's structure, changing company's objectives and the ways they are obtained and creating a new corporate culture. The outcome is a company prepared to answer reasonable expectations of stakeholders and being able to coordinate and integrate complex relationships and aims. However, the CSR model should be customised for each company, taking into consideration its specific features as well as the features of its surrounding. (abstract oryginalny)
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