Abstract

This paper looks at the current state-of-the-art and at potential changes in CSR thinking in a developing country: Romania. It seeks to understand what kind oftransformations are emerging in this field and what are the reasons behind them. The analysis is interpretative, using discourse analysis and focuses on the articles of the weekly Romanian business publication Capital. The results indicate that the local business environment features the characteristics of wild capitalism, largely contradicting the idea of responsibility. However, foreign actors have recently entered the local environment, acting as travelling vehicles of Western ideas and inducing positive developments in business social behaviour. This study upholds that emerging trends in the business social thinking in Romania are not an outcome of local societal expectations but, rather, are brought from abroad and sold to the local community