The practice of corporate philanthropy has changed significantly over the past few decades and is now an integral part of corporate strategy. This paper establishes new forms of corporate community involvement, entitled "Corporate Social Initiative" (CSI). These programs differ from their predecessors in that they are related to the basic values of the firm, responsive to moral pressure, based on the core competence of the company, and have a clear goals and means of measurement. Firms adopting these initiatives in strategy competitive advantage by assets or reputation as a response to perceived pressure from the moral market. This article deals with the factors of increased interest in CSI, CSI refers to changes in the environment to social expectations for business, considering the potential problems for CSI program, and offers important factors in the development of successful programs CSI. «Hide
by David Hess, Nicholas Rogowski, Thomas W. Dunfee Source: California Management Review 17 pages. Publication Date: Jan 01 2002. Prod. #: CMR223-PDF-ENG
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