Društvena odgovornost preduzeća
Corporate Social Responsibility

Summary/Abstract: The development of information technology along with progressive increase in the business internationalization and the globalization process intensification which are affecting all aspects of social life has generated radical and unpredictable changes in the external environment. As a result, the current conditions of contemporary enterprises are dynamic and unstable. Along with these processes, the pressure on enterprises increases (particularly multinational and transnational companies) by different categories of stakeholders (shareholders, employees, financial institutions, suppliers, customers/clients, the local community, the state) and international organizations (OECD, UN, ILO, GRI, ISO, etc.) but also by socially conscious individuals and groups who expect to see enterprises become (more) socially responsible. Specifically, the primary role of companies which was reduced to earning profits now has been supplemented by new requirements for integration of corporate social responsibility principle into their strategic choices and actions. However, there is still a multitude of open questions in this area, such as, for example: Is there a conceptual uniformity of corporate social responsibility? What is meant by social responsibility and what does it involve? To whom are the companies socially responsible? What can be the measure/indicator of corporate social responsibility? Does socially responsible behavior threatens or improves the economic performance of the company? This study seeks to answer some of these questions.

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