The meaning of large companies' Corporate Social Responsibility for enterprise management, economic success and social balance in globalising Europe

Anotace

In the company practice it is recognized increasingly that the economic success not only depends on the quality of the products, but also on the company image and its social acceptance. The so called triple bottom line captures an expanded spectrum of values and criteria for measuring organisational and societal success, economic, environmental and social. Wherever the new power called “corporate social responsibility” disposes of a high recognition, public relations also own a bigger meaning.