CORPORATE SOCIAL RESPONSBILITY AND ITS SUSTAINIBILITY

Abstract

Sustainability definitely has become a hot topic in recent years. Clearly, it is a subject that is not going away and whose importance in the corporate world is gaining currency. The notion of “doing well by doing good” is moving incrementally into mainstream business practice. In what might be considered a sea change, some very important customers now want know about their sustainability efforts, as do a growing number of consumers. This paper provides an overview on the concepts and definitions of Corporate social responsibility (CSR) and Corporate sustainability (CS). It is based on historical perspectives, impact of changing contexts and situations show that "one solution fits all"-definition for CS(R) should be abandoned, accepting various and more specific definitions matching the development, awareness and ambition levels of organizations And while it's hard to tell whether consumers are leading or following when it comes to the importance of sustainability, it's definitely on their radar. Business success increasingly is going to depend upon clear view to their impact on future generations. For this, and other valid reasons, need to arrive at a practical, workable model of sustainability KEY WORDS- Sustanibility, incremental, corporate, Future generation Rader, Conducting Operation.