Ethical Behaviour Integrated in CSR: How to create and maintain the Corporate Reputation

The objective of this study is to point out how the Corporate Social Responsibility (CSR) and the Ethical Behaviour are linked and represent the conditions of existence for the corporate system, understood as a long-lasting organization of individuals or institutions which produces outcomes for the external stakeholders. Organizations can consider ethical behaviour a way to differentiate themselves through the relationships that they create with stakeholders. The analysis of the international literature will be accompanied by the case study of the company L’Oréal. The L’Oréal company's behaviour is as important as its economic performance or the quality of its products.