Proceedings of 7th Global Business and Social Science Research Conference
13 - 14 June, 2013, Radisson Blu Hotel, Beijing, China, ISBN: 978-1-922069-26-9
Innovative Corporate Social Responsibility Scheme
Development: The Case of a Hungarian Company
Monika Rajcsanyi-Molnar* and Istvan Andras**
With the progress of globalization, as a consequence of social and
environmental changes, and with growing consumer consciousness,
society’s demand for social awareness has increased. This implies that
enterprises have to display responsible conduct towards people and the
protection of their environment. There are signs of social expectations
from firms to make conscious decisions concerning environmental
issues, economy and society. It is not a simple challenge for firms to
fulfill progressively growing external and internal expectations, to serve
a social goal, and to be competitive at the same time.
Several companies start to realize both in Europe and all over the world
that sustainability and responsibility are key factors of safe economies
and of sustainable development. Corporate Social Responsibility (CSR)
has recently become a central topic, inspiring fancy, progressive rhetoric
and strategy building.
In our paper we explore socially responsible corporate operational
practice in general, and through a specific organizational case study in
particular.
Before presenting the concrete steps of the process of the innovative
CSR system-designing project, we provide a brief overview of the
aspects of socially responsible conduct, the process of learning such
conduct, corresponding management chores and methodologies (see
for example Angyal 2009, Carroll 1991, Kotler and Lee 2007). We also
discuss the difficulties and contradictions of realizing sustainable
development.
The more conscious consumers become, the more they challenge a
firms’ conduct. People expect transparency and verifiability. In the
process of social contributions, they follow and observe activities. The
question of credibility for a profit-oriented firm is therefore becoming
increasingly important.
In our paper, we examine the necessary processes of creating an
innovative CSR framework by presenting the case of a large firm in
Hungary, the Győr-Sopron-Ebenfurti Railway CO. The case will depict
how and by what means the implementation of an innovative CSR
framework can be realized.
The CSR system development process worked according to a set
scheme, and took about a year to complete. In our paper we present the
whole progress, and the steps of the process of system development is
illustrated through examples.
Track: “Management”
*Dr. Monika Rajcsanyi-Molnar, Department of Management, Dunaujvaros University of Applied Sciences,
Hungary. Email : molnarmo@mail.duf.hu
**Dr. Istvan Andras, Department of Communication and Media, Dunaujvaros University of Applied Sciences,
Hungary. Email: andras@mail.duf.hu