The New Source of Competitive Advantage - The Role of Corporate Social Responsibility in the Automotive Industry during the Global Crisis

Absztrakt (kivonat)

The current global crisis has substantially shocked companies across industries or countries. During these difficult times companies should make hard decisions for their survival where their corporate social responsibility (CSR) activities can play an extraordinary role. This paper aims to explore the role of CSR activities in the crisis and point out their potential benefits that not only ensure survivals of companies but also create potential competitive advantages. Our topic focuses on automotive industry, especially on the Ford Company, that can present a very good example for other companies in management of crisis situations. Key words: Automotive industry, CSR architecture, Competitive advantage, Ford Motor Company.