Özet:

In today’s world where the effects of globalization are becoming increasingly sensitive, develop various strategies to competitive superiority over their competitors in an intense competitive environment, to be able to be preferred among other brands and to create awareness in the conditions where product and service differences disappear along with the development of technology. In the beginning of these strategies, the Corporate Social Responsibility (KSS) work comes. The concept of KSS recognizes the possibility of companies to return to society what they have received from society, to behave responsible against the earth, primarily the social system in which they operate, to be partner in the solution of existing problems. The decrease in the resources used by and the freedom in nature due to global problems, and the decrease in these resources threatening the life of the lives, bring the obligation of to behave more sensitive to the ecosystem. Outside of the condition of obligation, the KSS, which forms the foundation of democratic societies; the environmental movements and the presence of conscious consumers, along with elements such as organizing, the right to demonstrate, become significantly sensitive; ensuring consumer and employee loyalty today, developing good relations with stakeholders, etc. This is the strategic key to many advantages. On the other side of the medal, the need for the work of the KSS to be done in the ethical context, without expecting any benefit and return, creates contradictions due to the gained benefits and brings the subject to a critical question. The basic reason for existence is the fact that that gain profits, through the work of the KSS, gain the pleasure of the society, and by approval by the society, they gain consent and therefore legitimacy. When we discuss the relationship between KSS and social consensus, we are facing a hegemony phenomenon. This study, based on the scan of literature, involves the criticism of the KSS understanding, the questioning of the relationship between KSS and hegemony and agreement.

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