Abstract

Since its beginnings, the conceptualisation of social responsibility has taken many forms, some of them related to philanthropy, patronage, strategy or business marketing among others. This paper defends the thesis that economic organization needs to manage those communicative goods, such as trust, reputation or reciprocity, evolved in the right development of their business activity and, therefore, on economic profit maximization. But for this, economic organization should implement a social responsibility to live up to expectations at stake; that is, to take into account the ethical dimension that underlies it.