Proposed Structure for Competitiveness and Sustainability Combined Analysis of Cities

The economic growth of the mid-twentieth century and early twenty-first century ushered a number of problems that have become concerns at present, among others, environmental and social problems. Taking as a base for discussion of the two predominant paradigms in this context, the approach of Profit Maximization of Shareholders (MLS) and Corporate Social Responsibility (CSR) approach, the aim of this article is to take a fresh look on the subjects allowing for an approximation theoretical constructs that apparently show divergent, and highlight the importance of considering the concepts of sustainability in building the competitiveness of cities. To develop this research developed cognitive maps and interviews with experts and social actors cities of RS, which coexist with this context in their daily lives were taken. As a result of the work it was found that a joint approach between competitiveness and sustainability can be realized, provided they are considered the fundamental differences between the two fields.