LEADING THE SOCIAL BUSINESS
LEADING THE SOCIAL BUSINESS

Summary/Abstract: The present circumstances, globalization, development of informational technology, free movement of resources, challenge the managers and leaders to properly communicate and motivate the specific decisions and actions. The wider range of stakeholders is more interested in the manner that an organization’s management understands their particular needs and interests and, especially, how they are addressed. As the leader should have a symbolic role for the decisions, he is also held responsible by organizations concrete performances. He has to better understand the correlations between the economic and social sides of a business, without allowing a possible threat to the change efforts for adapting to a tougher environment.

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