ABSTRACT
This chapter explores the consequences of growing irresponsible behaviour of corporations. Carnegie's principles of charity and custody are elaborated. In addition, the reasons for and reason against managerial involvement in social activities are listed and discussed. A brief overview of the evolution of the social responsibility concept is provided, as well as different levels of corporative responsibility. The four levels of green shades of management are introduced and discussed. Further, this chapter offers recommendations for corporations for establishing good environmental practices. Finally, Porter's modified matrix of corporal strategies for achieving competitive advantage is presented and discussed.
