Abstract
Social responsibility is seen as an institutional innovation, which leads to a chance of social rules. Social responsibility also stimulates other types of innovation, which could work as feedback to keep or as a strategic change of social responsibility. The strategy for improvement of quality creates opportunities to identify and to learn from those who are farther along the road to exceptionality and have improved quality or their products and services by improving their organization. The initiative to improve quality of products and services by improving the organization has to be based on clearly defined principles that help define key functions that support organization’s activities, required resources and serve as supporting tools to improve quality. For an organization to have long term and continuous success it needs to fulfill expectations of all stakeholders and as part of this we can discuss Corporate Social Responsibility – CSR. This includes behaviour of organizations that goes beyond the prescribed legislative requirements, but includes activities that benefit not only the organization itself, but also its employees and the public.