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ation of the consumers for the conditions of work in the world. The norm follows the standard of the ISO 9000 and of the ISO 14000, which makes its introduction easier for enterprises that already know this system”” (www.ipea.gov.br).

“One of the basic propositions from social accountability favourable to the contemporary point of view is based on Keith Davis’ ideas” (apud Certo & Peter, 1993; 281 cited by Souza, 2004; 31). According to them, “enterprises must operate as an opened system with two hands, with information reception from society and opened advertisement about their operations with the public.” (Souza, 2004; 31) In agreement with this proposition, the enterprise must be disposed to hearing the society and working in the construction of its well-being.

2.8 Corporate Social Responsibility and Profitability

Whilst some authors defend Social Responsibility as a solution for organizations and society’s sustainability issues in the long-term, others are emphatic, affirming that it is not reasonable to imagine that the enterprises are able to answer to social, environmental demands and, even so, maintain sufficient levels of success in a more and more hostile environment of business (Ansoff, 1981; Gray, 2002). The latter view, is called instrumental theory (Garriga and Mele, 2004 cited by Secchi, 2007; 349).

Friedman (1970 cited by Crane and Matten, 2007; 47) argues that: when actions “(…) are carried out for reasons of self-interest, are not CSR at all, but merely profit-maximization under the cloak of social responsibility.”

“Harvard professor Theodore Levitt echoed this point when he wrote, ‘In the end business has only two responsibilities – to obey the elementary canons of face-to-face- civility (honesty, good faith, and so on) and to seek material gain’ ” (Shaw and Barry, 2004; 212).

However, critics of a different view, like Davis and Melvin Anshen, affirm that there is nothing wrong with corporations making profit; they have though other responsibilities related to consumers, employees and the society as a whole. (Shaw and Barry, 2004).

Furthermore, defenders of the Social Responsibility, such as Pascal Lamy, I Trade Comissioner, affirm that there is a straight correlation between the social and environmental beginnings of the organization and its financial performance (Zadek, 2007). According to this current of thought, more and more Social Responsibility of the enterprises oversteps their legal obligations, which confront authors like Friedman who believes in the increasing of profits as the only objective of enterprises.

The Social Responsibility is still an open concept, subject to several interpretations, as the literature demonstrates.

In general, arguments on behalf of Business Social Responsibility are based on the idea that a better society has more conditions to supply organizations’ profit. Besides, actions connected with the well-being of the society improve the organizations’ public image, avoid the necessity of government regulations, prevent against aggravation of basic problems, and, above all, are ethically desirable. On the other hand, opposite aruments do serious restrictions to the viabilit本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。