汶川大地震不仅考验了全社会的爱心,还带来如何看待企业社会责任的考问!毫无疑问,企业如今已经身处一个“全面的责任时代”。企业衡量自身的成功与否,只看传统的业绩和市值等财务数据已经远远不够了,还要根据企业对整个经济、环境和社会所产生的耗用状况、所造成的影响来衡量。如今从全球企业界的趋势来看,企业承担社会责任不仅是一个不可阻挡的大趋势,而且对这个概念的理解正在趋向成熟和深化。一个日渐清晰的共识是,企业在社会责任方面的作为是战略层面的解决方案,而并不是营销层面的解决方案。 Wenchuan earthquake not only tested the love of the whole society, but also brought about how to treat corporate social responsibility questions! There is no doubt that enterprises are now living in a “full responsibility era.” Enterprises measure their own success or not, just look at the traditional performance and market capitalization and other financial data is far from enough, but also according to the enterprise on the entire economy, environment and social consumption caused by the impact of the situation to measure. Nowadays, from the perspective of the global business community, corporate social responsibility is not only an irresistible megatrend, but also the understanding of this concept is maturing and deepening. An increasingly clear consensus is that the enterprise’s role in social responsibility is a strategic solution rather than a marketing-level solution.