ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book provides a combination of theoretical contributions and case studies exploring the relationship between corporate social responsibility (CSR) and competitiveness, not only for large companies but also for small and medium-sized enterprises. It explores the effects of inculcating CSR strategies by firms in the buying decisions of their customers—individuals, multinational corporations and public sector organisations—and their implications for small and medium-sized enterprises. The book discusses the case of an Italian company that has adopted a strategic approach to embedding CSR principles into its activities. It focuses on how CSR could be used to derive competitive advantage in the market, and explores the role played by the firm's resources. The book examines how consultants have translated their knowledge of CSR into useful services which their clients buy in.
