Manifestation of corporate social responsibility in multinational organizations : case study

Nowadays CSR is very critical concept to businesses in every industry and around the world. It affects almost everything companies do. Companies are spreading to international market more easily, frequently and on early-stage of operations. International environment brings various factors that effect on the organization’s activity. By implying CSR policies in the business strategy, multinational companies are facing many challenges in the complex international business environment. The objective of this study is to examine more precisely and widely of how CSR is manifested in multinational organizations and what challenges they face and what kind of opportunities international business environment offers to a company that is utilizing CSR policies in their business. Outcome of this study is a wide picture of how and in what levels CSR manifests in multinational organization and how international environment effects on companies that executes CSR policies in their business. CSR manifests in multinational organization in economic, social and environmental level. CSR also manifests organization’s values, policies, certificates, requirements and common rules through the whole value chain. International environment brings opportunities such as creating new solutions with cooperation with other countries, quick learning and spreading of knowledge, increase in well-being of societies and many other positive impacts. On the other hand, internationality increases workload of organization by increasing the amount of stakeholders and things to consider such as different cultures and legislation, causes more threats and uncertainty and afflicts on the development of CSR. Corporate image is an effective tool to create a shield against the threats of international environment.