Europenisation of corporate social responsibility in a society with modernity tendency

The paper analyses the CSR in the context of Europeanization of Romanian society, a society characterized by tendentious modernity. The first part of the paper analyzes the CSR in Romanian society. CSR is present in Romanian business society, but the multinational corporations really posses the necessary abilities. CSR has been imposed basically rather as a fashion, than as a result of a real need of Romanian society. In the second part I study the RSC in relation with capitalist evolution in evoluția Romania. The capitalism is re‐invented in the context of the post‐communist Romania. This type of capitalism is the outcome of privatization which has been regulated through legal proceedings and not as a consequence of organic historical and social evolution structure.  I n the third section I analyze the tendentious modernity as a type of evolution towards norms and principles of modernity. The fundamental problem of tendentious modernity is the degree and level of the extension of modernity in society. In countries characterized by tendentious modernity only part of minority groups, of elites, supports the values of modernity and takes advantage of them. In return, the larger population is only superficially touched by modernity and continues to live in the spirit of ancient values. In a tendentious modernity society, modernity is a trend, which coexists with obsolete institutional forms. Tendentious modernity penetrates slowly and painfully through the complicated network of socio‐institutional structures of the traditional, patriarchal society.  There is a discrepancy between the European CSR and the CSR applied in Romania. The alignment of CSR to the domestic needs depends on the level of Europeanization of Romanian society, which could be measured in terms of the degree of compatibility between the interests of multinational corporations and the social and institutional Romanian Europeanized structures.