In globalization era, the competition has become fierce, and companies are forced to seek solutions to enter the market with quality products and services at attractive prices. This leads to permanent decrease of innovation cycles, permanent changes at the market level, increasing specialization in individual market segments, increasing cooperation between companies. Above all, companies need to be deeply involved in identifying and reducing environmental and social impact, in a manner consistent with the overall strategy and in response to the concerns of all stakeholders. These commitments must be related to products and services and require the mobilization of all employees.
Accordingly, the topics for discussion of the CSR are particularly complex: multiple environmental and social effects, and often overlapping, scientific methods and clear assessment tools, the plethora of labels and standards, etc.
Sustainability generates many questions and raises many challenges for any company. To be successful and create value, internal and external stakeholders must be involved primarily in order to better understand their own perceptions and expectations. Today, it can be seen that the orientation towards sustainability is often limited within the Department of Sustainable Development, instead of being spread throughout the company, while sustainable development is seen as a constraint rather than as a source of innovation and wealth.
These are the circumstances where digital tools allow the transformation of information into new economic and social values, creating huge opportunities for companies and for customers. The Internet has changed the way we people do business, transformed society, providing companies with technical infrastructure that enables an online presence across the globe. Consumers seeking information about products and services, change freely their own opinions and experiences and sometimes they can even put pressure on companies. New forms of consumption are increasing. In this sense, digital tools are an important mean to create a link between influence factors and consumers, used for listening and responding to their questions in real time.
On the way to a global information society, a modern company, along with information continuous digitization and concomitant with the development of new communication techniques, turns into a web company. Nevertheless, the reputational risks are increasing, but also opportunities and companies can provide the means to reduce risks and to take advantage of opportunities.