'Social responsibility' is the term defining the behavior of business organization ready to feel responsible for the effects of its decisions on the different stakeholders. The author is convinced that this ethic is compatible with success and progress for the enterprise. As an example he reminds us how the firm of Adriano Olivetti was able to respect its ethical code (never fire a worker! 'give back' to the territory what you have gained on it!) while having also an enormous economic success, thanks to its strong innovative capacity in the organization of the production and the commercial trade, the capacity of looking forward in considering the 'objects' that people needed, the involvement of scientists and intellectuals, the alliance with university centers. In comparison, today everything has turned the other way round: no investment of profit in research, better productivity reached only by cutting wages and stronger rhythms, no idea of ethical responsibility towards the worker and the territory.