FORMATION OF CORPORATE SOCIAL RESPONSIBILITY BASED ON RATIONAL BEHAVIOUR
Keywords:corporate social responsibility, rational action, social exclusion, marginalization.
During the analysis of ancient descriptions of corporate social responsibility founded that earlier expression of social responsibility mostly was based on rational behavior and on practical decision making. Differences only found between a scopes of authors. Every one of them worked in a different area of corporate social responsibility that’s why description of corporate social responsibility was modified and extended lots of time until now. However, main elements related to rational behavior exist and dominate in descriptions structure until now. Irrational behavior facts, such as ideology, policy, interests over economic and technical aims of organization, sometimes occur in description of corporate social responsibility too. Trying to explain the negative effect of irrational behavior J.Nash (1951) game theory selected as a theoretical background of rational social responsibility formation. Game theory helps to illustrate the outcomes of irrational decision making process. Those outcomes later interpreted in a context of social exclusion and marginalization. As a result of this work social sequel model of corporate social responsibility expression are created and presented in this paper. Analysis of the rational behavior based on eight attributes which where distinguished from analysis and hermeneutic interpretation of descriptions of corporate social responsibility.
The set of chronologic-authorial and thematic-authorial analysis there applied for extraction and systematization of mentioned attributes.The aim of this paper is to make the theoretical description of the formation principles of rational corporate social responsibility