Stakeholder orientation and corporate social responsibility as a precondition for sustainability
By: ZINK, Klaus J
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ArticlePublisher: UK : Routledge, October- November 2005Total Quality Management & Business Excellence 16, 8-9, p. 1041 - 1052 Abstract: The demand for sustaining excellence is related to a lot of issues. In the past, many activities of companies have primarily been led by programmes. As a result, at the very beginning it has been obvious that a programme has a lifespan and then the next programme will follow. This is not a good precondition for sustainable success. Therefore, different approaches had to be found to gain sustainability based on a continuous improvement process. But again, there are limits if not all relevant target groups are in the focus. As a consequence, this paper deals with the relevance of a stakeholder orientation in a frame of corporate social responsibility as a precondition for sustainability.
The demand for sustaining excellence is related to a lot of issues. In the past, many activities of companies have primarily been led by programmes. As a result, at the very beginning it has been obvious that a programme has a lifespan and then the next programme will follow. This is not a good precondition for sustainable success. Therefore, different approaches had to be found to gain sustainability based on a continuous improvement process. But again, there are limits if not all relevant target groups are in the focus. As a consequence, this paper deals with the relevance of a stakeholder orientation in a frame of corporate social responsibility as a precondition for sustainability.
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