COMPANY SOCIAL RESPONSIBILITY IN THE MULTICULTURAL CONTEXT CASE STUDY: ACCOR GROUP

The knowledge gained in the last few years showed that, at least in the developed part of world, organizations, aware of the importance of social responsibility in management strategy and business, became more ethical. Also, it has been told that if the nineties were named the decade of hunger corporations, the present decade represents the years of assuming responsibilities. On the other hand, once the globalization process have been speeded up, it became obvious that CSR is not neutral, culturally speaking, even though there were a lot of ethical values with universal vocation. At the same time, the impact of culture on ethical behaviour plays a very important role and it also depends on the way in which some ethical problems are perceived, how significance they are for people and for organizations. ACCOR Group is one of multinational companies who operate in a multicultural context and this fact is reflected by the CSR practice. Discussing about this example, this paper try to examine and demonstrate the necessity and efficiency of the CSR's adaptation process at every local culture (using the modern tools of communication), but also at the cultural differences that could exist in or around the company.