Romanian Campaigns on Corporate Social Responsibility - Signs of Glocalization

Organizations play an important role in the development of the modern society since managers have become aware that financial profit highly depends on community involvement. The active participation of organizations in community life implies to adapt global strategies to local issues or to promote local issues at a global level. Actually this is the essence of glocalization. The means by which organizations can achieve these glocal objectives is CSR campaigns. CSR represents an instrument used to solve diverse issues, such as: human rights, environment and climate change, education, support for vulnerable groups, sustainable development, or establishment of moral capitalism. Within the context of the ever-rising internet access of all audiences, CSR campaigns have become more visible and have capitalized on the advantages of collective intelligence, internet users' participation and their user generated contents. The purpose of our study is to provide an insight into (1) the prominence of Romanian organizations which are the most socially responsible, (2) the domains in which Romanian organizations have invested; (3) the salience of CSR 1.0 and CSR 2.0 tools used in the promotion of CSR campaigns in Romania.