期刊名称：Ovidius University Annals: Economic Sciences Series
电子版ISSN：2393-3127
出版年度：2013
卷号：13
期号：2
语种：English
出版社：Ovidius University Press
摘要：The most important characteristic of companies which design and develop social programs is the authenticity. In this respect,consumers are expecting brands to show responsibility across the entire value chain,including social and environmental contributions they make. In the current economic context,it is important for global programs to be locally adapted. Thus to be relevant to the level of the community in which a company runs its business is an essential element in the development of a socially responsible brand. However many companies do not take this aspect into account when they develop global programs that are launched in their headquarters. These companies also forget to allow the existing organizations the flexibility required by local adaptation. On the other hand,each company has its own approaches and initiatives that combine perfectly with the management strategy.
