Abstract
Against the backdrop of the questioning of the two dominant paradigms in the discussion about the role of organizations in society: the approach of Profit Maximization of Shareholders (PMS) and Corporate Social Responsibility (CSR) approach, the purpose of this article is to launch a new look to the theoretical constructs of competitiveness and sustainability, in order to show the possibility and relevance in considering the concepts of sustainability in building competitiveness. Therefore, relevant authors in contemporary context are revisited in order to allow the development of theoretical analyses that led to observations that such dialogue is not only possible but also necessary. Moreover, not doing it is to maintain corporate sustainability initiatives disconnected from the business and to obscure many of the great opportunities for businesses for the benefit of society.
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