Ethics, Competitiveness and the Sustainability of Companies

Laszlo Zsolnai ‘Ethics, Competitiveness and the Sustainability of Companies.’ Journal of Creativity and Innovation, 2010, vol.3, no. 1, pp. 15-32

The paper addresses the problem of the relationship between corporate social responsibility (CSR) and competitiveness of companies. It argues that an exclusive focus on competitiveness is self-defeating. It also shows that the opportunistic use of CSR might be counter-productive. Evidences are presented that ethical behavior can survive in highly competitive markets, which provides new meaning of competitiveness. The paper describes how a number of progressive, socially responsible firms have prospered in competitive environments by forming commitments among owners, managers and employees and by establishing trust relationships with customers and subcontractors. Durable and mutually beneficial of relationships with all the stakeholders are the key of the sustainability of companies. The really good companies are beyond competition by serving the multiple needs of their stakeholders.

Ethics, Competitiveness and the Sustainability of Companies