CORPORATE SOCIAL RESPONSIBILITY: Doing the Most Good for Your Company and Your Cause

Judul Buku: CORPORATE SOCIAL RESPONSIBILITY: Doing the Most Good for Your Company and Your Cause
Pengarang: Philip Kotler dan Nancy Lee
Penerbit: John Wiley & Sons, Inc., Hoboken, New Jersey, 2005
Halaman: x + 307

OVERVIEW:

We have a common agenda. We all want a better world and are convinced that communities need corporate support and partnership to help make that happen. A key to bringing about this support is for corporations to recognize and realize opportunities for bottom-line benefits including corporate goodwill.

CSR is a commitment to improve community well-being through discretionary business practices and contributions of corporate resources.

Kiranya memang wajar dan sangat sah jika terdapat kalangan yang menyikapi konsep CSR, Corporate Citizenship, corporate philanthropy, corporate community involvement, social reporting dan sejenisnya dengan penuh skeptisisme. Para aktivis HAM, lingkungan dan masyarakat adat kerap menyatakan bahwa motif dasar dari semua konsep itu hanyalah strategi kaum neoliberal untuk tetap bisa melanggengkan hegemoni kapitalisme. CSR hanyalah piranti penaklukan dalam pigura sensitivitas sosial dan lingkungan dengan motif dasar yang tidak berubah, yaitu motif primitif pengusahaan keuntungan sebesar mungkin dan akumulasi kapital.

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