Acta Univ. Agric. Silvic. Mendelianae Brun. 2013, 61, 267-272

https://doi.org/10.11118/actaun201361020267
Published online 2013-04-24

Social capital theory related to corporate social responsibility

Eva Abramuszkinová Pavlíková1, Karl Sheldon Wacey2

1Department of Law and Social Sciences, Research Centre, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic
2MBA, Company www.myskypelessons.com, Měnín 118, 664 57 Měnín, Czech Republic

The article deals with corporate social responsibility and its relationship to strategic management dealing with acquisition, development and utilisation of essential inputs. They influence the design of processes related to the creation of products or services that satisfy customers’ needs. Authors claim that the successful securing, deployment and development of any input is of human origin or linked to human activity which means that the nature of relationships plays a crucial role. As businesses are not isolated, they operate on a global scale where the question of trust is very important. The concept of social capital stresses that trust in norms and reciprocity facilitate increased productivity in individuals, teams and organisations. Social capital promotes value-added collaboration including on-going and demonstrative transparency which can secure closer bonding among those group members. Business responsibility, CSR and Putnam’s definition of social capital is shown on real case studies as a sign of importance for credibility and effectiveness of any CSR efforts. It is evident that the good will and support garnered from CSR can be fragile and easily damaged.

References

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