Abstract
First, to hit the high degree of competitiveness, it becomes necessary for the firm to keep the competitive advantage by dealing with new concepts such as the environment, respect of human rights and social activities. Indeed, the traditional factors such as product, price, place, promotion seem to be outdated. To create competitive advantage the firm needs to deal with its image and its values due to the fact that the consumer buying decision is mostly related to the firm's commitment. When a consumer buys a product, he is not only buying the good (or service), but also the brand and its principles.
In the modern days, the company is confronted by a consumer who realizes the negative globalization impacts. The consumers are informed thanks to non-government organizations which denounce the misuse of big companies. For example, thanks to UNICEF, which is fighting for children rights, consumers can be informed about the issue. Moreover, globalization allowed the big firms to develop themselves more by flooding the smaller firms in less developed countries incessantly. The main issue, for the firm, seems to be fusing its profitable and its corporate social responsibility.
