CSR przyszłości pomiędzy dyskusją akademicką a codziennością

Sustainable development became the subject of scientific analysis and key concept in management practice. The model of CSR (Corporate Social Responsibility) created in 60s and developed in 80s of 20 century, was criticized and re-defined. The paper presents characterizes of reconstruction CSR model in the way of (1) CSR 2.0, (2) CSV - Corporate Share Value and (3) CSP – Corporate Social Performance. On the practical level, scientists and practitioners agree that model created in Transnational Corporations and huge companies, should be implemented by other firms, especially SME’s. However, in such argumentation that SME’s are well-known actor in their communities and they are responsible from point of view “human nature”. Additionally, a lot of companies, even small and medium, realized model of cooperation or community building among stakeholders, what means that they realized new models of CSR without definitions of such process. The aim of the article is to analyses the role of SME’s in implementation of new concepts of CSR, as CSR 2.0, CSV or CSP. The case studies of firms in polish economic reality, small towns and villages and the case study of the tool which is used for building CSR model, should show the existing model of responsibility. The paper is based on ethnography and autoethnography methods. In both cases analysis are qualitative studies.