Corporate Social Responsibility grows out of the community's and social groups' expectations that companies should not only care about short-term profits but also care about social responsibilities that they are obliged to fulfill.
A good Corporate Social Responsibility model requires an operator to examine its internal and external environment. The external environment is much more vital for Macau’s casinos because Chinese governments are still trying to find a 'right' balance between economic growth and potential social disorders as a result of gaming legalization. Operators must realize that in operating a casino in Macau, they should find common values between themselves and the Chinese society. These values become essential for business sustainability.
Finding a balance between corporate resources, profit objectives, and social expectations is a key factor to a company. It is not just about social responsibility; it is about socially integrating the casino's values with societal values. Each operator must embrace a CSR concept and develop a special CSR vision. Operators in Macau have distinct resources that can be used best to integrate with its operating environment. They must examine its external environment like their customers, physical environment, competition and partners. They do so in order to determine the opportunities and threats relating to social values and order.
Together, operators can make a difference within the casino industry. By doing this, each casino plays up strengths, avoids weaknesses, and better benefits both the community and the government as a whole.
http://www.macaubusiness.com/news/opinion/corporate-social-integration-for-macau39s-casino-operators/1040/
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