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Theoretical and Applied Economics
No. 1 / 2013 (578)

Corporate social responsibility and organizational identity in post-crisis economy

Diana Andreia HRİSTACHE
The Bucharest University of Economic Studies
Claudia Elena PAİCU
The Bucharest University of Economic Studies
The Bucharest University of Economic Studies

Abstract. Today, building up organizational identity in post-crisis economy becomes a bet, as we are looking for new interpretative coordinates.

First of all, we have to take into account the ability to communicate. Second in line, as an extension of the above mentioned ability, we have to highlight the corporate social responsibility (CSR).

Nowadays, the road map of modern business environment can be identified only by a new philosophy of business administration. This is the result of try and error and/or success of companies, greater or smaller companies, about their ability to develop a dialogue with their own audience and corporate communities.

This dialogue involves approaching the role of the social corporate responsibility (CSR), to create the fundamentals of public policies of modern organizations.

Therefore, the new corporate identity, which is the object of our study, we believe it to be the result of the intensive development of corporate communication and the responsible approach of companies to the global issues of the world.

Keywords: organizational identity; social corporate responsibility; organizational communication.

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