Social Strategies to Gain a Competitive Edge

The aim of this book is to understand the internal public's perception of social responsibility actions. To this end a theoretical foundation was developed based on the following elements: Ethics and social responsibility stakeholders competitive environment strategies competitive forces and social marketing. The research used the exploratory and descriptive method focusing on a case study in order to assess the organization's behaviour in practice and the positive effects of corporate management based on commitment to society. The results indicate the presence of a new strategic business orientation in which the marketing orientation involved an effort aimed at social and ecologically correct attitudes based on ethical principles which among other things had a positive impact on the organization's image.