Društvena odgovornost preduzeća – od neprihvatanja do integrisanja u poslovnu strategiju
Corporate Social Responsibility – From Disagreement To Integration Into The Business Strategy

Summary/Abstract: Although Corporate Social Responsibility is introduced as a relatively new concept in theory and business practice, it is as old as the theory of enterprise. Namely, different theories of enterprise were created depending on the primary goal of the enterprise and the strategies to achieve that goal. The goals were set as eco- nomical and non-economical. The traditional theory of enterprise had both positive and negative attitude towards social responsibility. Followers of social responsibility of the enterprise viewed the social responsibility through the non-economical goals, whereas the opponents considered the social responsibility ethically unacceptable and economically unjustified. Contemporary theory of the enterprise considers the social responsibility to be the constitutive element of the enterprise business strategy. This paper deals with the development of the concept of Corporate Social Responsibility – from disagreement to integration into the overall enterprise business strategy.

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