Abstract
In the last times corporations have put emphasis in certain areas such as corporate reputation, social responsibility and new human resources policies. This is something quite relevant considering the current crisis that is affecting many institutions, also business. However, it is not common to include in business theory subjects related to citizenship, public ethics or social behaviour, what is key if corporations need to dialogue (and understand) each and every stakeholder. We believe that we do not need merely technical approach but a wider one that includes several areas from Social Sciences, because a corporation cannot be understood by itself but in connection with its social environment and the social agents around.
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