CORPORATE SOCIAL RESPONSIBILITY AS AN INNOVATIVE CONCEPT OF ENTERPRISE MANAGEMENT

Corporate Social Responsibility should become part of management of all enterprises at present. This theory assumes enterprises focus not only on actions that generate direct profits to owners, but also consider social, ethical and environmental aspects of their activities. This paper discusses research into the issue of Corporate Social Responsibility as practised by enterprises operating in the Mazovian region and compared to results of a national survey undertaken by KPMG. The research implies a majority of Polish enterprises have implemented the concept of CSR, driven chiefly by improvement of corporate image and reliability. Required financial expenditure, lack of knowledge or of adequately qualified staff are key barriers to implementing CSR, on the other hand.