International Journal of Engineering and Advanced Technology (IJEAT) ISSN: 2249 – 8958, Volume-8 Issue-3, February 2019 655 Published By: Blue Eyes Intelligence Engineering & Sciences Publication Retrieval Number: C571702831919©BEIESP Measuring the overall and integrated performance of socially responsible companies: the case of fair trade Samira MILI, Carlos FERRO SOTO, Abdelghani BOUAYAD Abstract: According to the Brundtland Report, the world is conceived as a global system whose parts are interdependent, considering the concept of sustainable development as a multidimensional process affecting the economic, ecological and social system, it has become a variable to be taken into account in decisions of economic policy. This integration is reflected in the concept of corporate social responsibility CSR. The main purpose of this research paper is applicate this issue by calling for fair trade as a CSR tool which is mainly based on practices of sustainable development. This qualitative case study research reviews the measurement of the overall performance of two fair trade coffee cooperatives in Mexico FIECH and UCIRI, applying the RScat model of the social responsibility of small and medium- sized enterprises.The main conclusions reflect that fair trade firms give equal importance to economic, social, and environmental responsibilities. Further, this study identifies the important factors included in each level of corporate social responsibility. Findings also reveal that this model can measure the overall performance of the company regardless of its size. This research highlights how a small company can integrate, manage, measure and control its social responsibility policy. Keywords: Corporate Social Responsibility, Fair trade, Management, Performance Development, Sustainability. I. INTRODUCTION The performance was initially understood from a strictly financial point of view, this concept has been broadened to take into account the social responsibility of the company. However, first and foremost the company seeks to assume stability through the achievement of economic profitability. Once this is assured, certain actions going beyond its legal and economic obligations. Several authors have defended the thesis according to which, the company will have to realize economic gains, since it is its principal mission. In particular, we quote Friedman [1] who follows the classic trend claiming the company's main objective is the maximization of its value, that is to say, the wealth of the shareholders. Drucker [2] and Jensen [3] follow the same reasoning, and argue that true corporate social responsibility is to be effective and to make a profit, however, economic and social problems must remain the predictive realm of State. Davis [4] follows a different trend from other authors and believes that the company cannot stay away from these issues of society, if it aims to perpetuate its legitimacy and the power entrusted to it. Revised Manuscript Received on 24 February 2019. Samira MILI, Phd in department of Business Management and Marketing. University of Vigo. Spain Carlos FERRO SOTO, Professor Department of Business Management and Marketing. University of Vigo. Spain Abdelrhani BOUAYAD, Professor of Higher Education and Dean of the Faculty of Legal, Economic and Social Sciences It is in this logic, that the global performance appears, taking into account some variables previously not considered, in particular the social and environmental aspect. According to some authors like Baret [5] and Reynaud [6] the performance is the aggregation of the economic, social and environmental performances, and for others like Germain and Trébucq [7] it is formed by the meeting of the performance financial performance, social performance and social performance. Dohou and Berland [8] present several tools that measure the overall performance of the company, including the SD 21000 guide, the ISO 26000 standard, the Global Reporting Initiative (GRI), and the Balanced Score card (BSC). In this article we will study another performance measurement tool adapted to small and medium-sized enterprises, taking the example of fair trade cooperatives. II. LITERATURE REVIEW The literature has often explained taking into account several factors, the positive impact of the company's commitment to sustainable development practices. From this observation, environmental and social information could be taken into account by financial analysts when developing their diagnosis. These positive consequences concern, in particular, the company's commitment to innovation, because the sustainable development approach is seen as a factor of innovation, of launching new products or services including societal or environmental added value, which represents a difference from its competitors (integration of fair and organic products for example), the creation of new market segments as responsible consumers, green or citizens. It is also fundamental to competitiveness, Porter [9] argues that companies should consider CSR as part of their strategy to become more competitive. Another positive impact is the reduction of costs, since environmental protection research can lead to a substantial reduction in energy costs, through energy saving, minimization of waste and efficiency gains. From this observation, the commitment to sustainable development is proposed as a win-win strategy often called the Porter hypothesis, since the reduction of pollution tends to reduce the quantities of materials and energy used and therefore increase productivity [10]. According to Capron [11], corporate social responsibility is linked to an organization's management of the social and environmental impact of its activities on society, accompanied by a constant and bidirectional dialogue with stakeholders.