THEORETICAL FRAMEWORK Corporate Social Responsibility

2. THEORETICAL FRAMEWORK Corporate Social Responsibility

A lot of literature (European Comission, 2002, 2005, 2008, 2011) about the social responsibility of companies concluse that corporate social responsibility is a company's commitment to its stakeholders. If the company runs its corporate social responsibility, the company not only profit-oriented but also oriented towards society and the environment. Corporate social responsibility brings the consequence that companies must consider the interests of all stakeholders.

Corporate social responsibility should be conceived and executed as a "way of life" for the corporation, and not regarded as a burden or cost (Fountaine, 2013). The impact of the implementation of corporate social responsibility itself in the short term, but long term. In some literature ( explained that corporate social responsibility is not just a grant or a caricature, but rather how the company contributed significantly to improving the quality of life and environment. Therefore, the implementation of corporate social responsibility should be to empower and strengthen the weak, networking with stakeholders and conduct business ethically.

Collective Intelligence

Collective intelligence is the ability to think and act in a visionary, innovative, aspirational and ethical based on the values of togetherness and harmony. Organizations that have a collective intelligence will be able to drive competitive advantage and performance (Indarto, 2012). Collective intelligence refers to the ability to think and act innovatively. Innovative means always striving to make changes in accordance with the demands of the environment. The ability to make changes requires creativity that will bring new knowledge, new techniques, new systems and new products. Innovative also pointed to the willingness to be different than before or different from the others. Innovation enables organizations to be able to develop a strategic asset in the form of best practices in the business that became the basis of the creation of durable advantages.

Collective intelligence also pointed to the ability to think and act ethically in aspirational and solve problems and adapt based on the values of harmony. Think and act spiritual aspiration means there is value in the business ideals lived. Aspirations about the future of a business that has become a common goal, become the director that evokes the work, effort and enthusiasm to learn from members of the organization. Thus aspirational means there are ambitions and ideals that guide the mind, move the productive action and a reference work and effort to realize our goals.

Collective intelligence then becomes the capacity of communities to be able to evolve towards complexity and harmony higher, through integration, competition and collaboration. Each individual is given the flexibility to develop kreatitivitasnya but carries with it responsibility and discipline so that creativity really will benefit the organization. Collective intelligence means there is also a chance to compete and excel, but accompanied by ethical values. Thus the competition is done in an ethical manner and fair. Collective intelligence can be an effective mechanism to help avoid interference that causes internal disequilibrium organization. Collective intelligence can reduce the negative effects of environmental instability. Collective intelligence is an intelligence connections and relationships. Collective intelligence refers to the harmonious collaboration. During this time it is believed that the cooperation or collective work is a good thing and is needed to achieve a success. The success of the organization is the result of hard work collectively. In the collective intelligence not only cooperation, but also a moral standard for the mobilization of all members. Collective intelligence is a form of intelligence that emerges from the collaboration and competition of many individuals. Collective intelligence is the capacity of the organization to evolve to the level of complexity and harmony (harmony) higher through mechanisms such as splitting and merging innovation, competition and cooperation.

Collective intelligence contains the values of harmony. In the collective intelligence, each member enjoys the interaction between them, and they stick together and survive for a long time. Harmony manifested in teamwork. Harmony characterized by interdependence, stability between group members, feeling responsible for the results of operations of the group. The values of harmony in the collective intelligence indicated the desire member companies to cooperate inklunsif and grow together, which grew out of the belief that the performance is exceeding expectations (synergies) can only be realized through the integration of capabilities are diverse from those of mutual believe in the environment of an organization. The harmony will improve efficiency, reduce waste, minimize friction, increase productivity, reduce conflicts, eliminate tension and promote enthusiasm. The key to success for developing the productive spirit of togetherness is the belief that

International Conference on Business, Economics, Socio-Culture & Tourism 2016 (ICBEST2016)

diversity is the foundation of meaningful synergies and the high value attached premises mutual trust and mutual respect. That condition would be beneficial for the company to achieve competitive advantage.

Corporate social responsibility should be conceived and executed as a "way of life" for the corporation, and not regarded as a burden or cost. The impact of the implementation of corporate social responsibility itself in the short term, but long term.

In some literature explained that corporate social responsibility is not just a grant or a caricature, but rather how the company contributed significantly to improving the quality of life and environment. Therefore, the implementation of corporate social responsibility should be to empower and strengthen the weak, networking with stakeholders and conduct business ethically.

Corporate social responsibility brings together different stakeholders of mutual interests, thus the corporate social responsibility leads to a harmonious collaboration between stakeholders that create collective intelligence. Furthermore, this collective intelligence will become strong capital for the company to achieve sustainable performance