Title: A matrix of investments in social responsibility and sustainability: an empirical case study in Romania

Authors: Oriana Negulescu; Elena Doval

Addresses: Transylvania University of Brasov, Doctoral Interdisciplinary School, B-ul Eroilor nr. 29, cam. 206-208, Brasov 500036, Romania ' Spiru Haret University, Faculty of Management Brasov, 7, Turnului, 500152 Brasov, Romania

Abstract: Social responsibility and sustainability are complementary concepts. On the basis of the reality and the concepts' definitions, briefly presented in the introduction, this study is aiming to underline the conceptual meaning of social responsibility and sustainability as it is understood and applied in Romanian companies, and to make suggestions on how to act ethically in investment processes to support these two concepts, in practice. To respond to this aim, the companies' sustainable strategies have been gathered from the websites, analysed and compared. The study uses real experiences from Romanian companies to underline the understanding of these concepts and the failures of understanding investments in social responsibility and sustainability, and to provide suggestions in applying the European policies and standards in the right way. A matrix of investments in social responsibility and sustainability has been proposed to be used by the organisations' managers.

Keywords: corporate social responsibility; CSR; investment; market image; reputation; eco-efficiency; sustainability; sustainable development; case study; Romania; ethics.

DOI: 10.1504/JGBA.2016.075709

Journal for Global Business Advancement, 2016 Vol.9 No.2, pp.131 - 145

Available online: 25 Mar 2016 *

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