Abstract
In a narrow conception of capitalism, business and society have been pitted against each other. Business has been viewed as principally responsible for social, environmental and economic problems. The problem comes in part from companies themselves: they optimize short-term financial performance and ignore customers' needs and well-being. Companies disregard social issues because economists have legitimized the idea that provides societal benefits decrease economy success. It is seen has a constraint. This has prevented company from using its full capacities to overcome society's largest challenges. Addressing problems has been relayed to NGOS or government.
