Stakeholder orientation and corporate social responsibility as a precondition for sustainability

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.