From Uncertainty to Opportunity: How CSR Develops Dynamics Capabilities

The paper aims to analyze the rule of Corporate Social Responsibility (CSR) in the growing interdependence between business and environment in times of uncertainty. The difficulty of managing the uncertainty makes it very dangerous because the uncertainty cannot be calculated. The work explains that the stakeholder engagement can give the plasticity to the organization and the dynamic capability approach can create the relationship of trust. They are the basis for face the uncertainty and transform it in opportunity. In the first part we analyze the fundamental principles of CSR and of the dynamic capability. In the second part the paper builds a theoretical model that explain how CSR develops dynamic capability and permits to manage the uncertainty. Finally we analyze some examples: Apple and Cemex, companies that has distinguished itself for their dynamic capability, and Nokia, company with a weak capability. Keywords: CSR, dynamic capability, uncertainty