The corporate social responsibility : the case study of the water as a strategic commodity for future

Abstract

Summary:The main goal of this paper is to focus on the issues related to water. Humans have always been connected to the nature and natural resources. There is no doubt that humanity cannot live without nature and it has to be a social priority to take care of the nature and natural resources. This paper inquires about the current situation of world's water supply and the differences between water withdrawal and consumption between countries. There is also a tremendous problem with growing demand, diminishing water supply and negative features connected with water wasting. Necessary awareness of companies in decreasing the negative phenomena by corporate social responsibility and by participating in international aimed programmes related to improvement the care of the world ecosystems (including water sources). In the case study, you will be given some examples how a big international company as Coca-Cola participates in international programs and by using tools of corporate social responsibility is fighting against the diminishing water supply issue. The significance of Corporate Social Responsibility has changed from "voluntary approach" towards one of the important tools used to improve performance and increase competitiveness of companies. The aim of this article is to provide a theoretical approach on how should companies proceed in order to create successful implementation of CSR into management processes leading towards sustainable performance of a company. Primary and secondary data have been analyzed to get an overview on current theoretical approaches in terms of CSR implementation in international companies. The findings indicate the effects CSR implementation and strategic approach in international management can bring to overall performance of international companies.