Strategy is the direction and scope of an organisation over the long term, with the creation of a competitive advantage through its configuration of resources. A strategic positioning allows to perform different activities from a rival's same activities or products.
More and more, companies are communicated about CSR or “Corporate Social Responsibility” in their activities creating the idea of competitive advantage from its competitors.

I What is CSR ? 1

Nowadays global brands if they want to be sustainably successful, should ensure that they incorporate social responsibility into their strategy.

In 1999 Caroll explains that Corporate social responsibility is “the conduct of Business so that it is economically profitable, low abiding, ethical and socially supportive”. After years, many definitions have been given and today is CSR again a broad concept that covers a range of environmental, ethical and social responsibilities. The application of the CSR depends on the company's activities and the company's core business.

Today global brands if they want to be sustainably successful, should ensure that they incorporate social responsibility into their strategy. Depending on the degree to which they leverage their CSR activities, it enables the company to translate doing good into sustainable benefit as a strategic tool.

Why being social responsible contributes to the creation of a competitive advantage ?
The CSR presents three main
General positive impact on the stakeholders
Build a relation with customers thanks to the creation of the value for the community
Increase employees commitment

Therefore global organizations face to complex issues in order to generate returns on investment. They must consider three types of complexity before and after a CSR implementation.

a- The social issue complexity
Depending on the organization, its environment and its stakeholders, the CSR could be differently interpreted. First the stakeholders