CORPORATE SOCIAL RESPONSIBILITY – NEW REALITY OF CORPORATE IDENTITY OF EUROPEAN COMPANIES
CORPORATE SOCIAL RESPONSIBILITY – NEW REALITY OF CORPORATE IDENTITY OF EUROPEAN COMPANIES

Summary/Abstract: Corporate social responsibility is defined with the European document of 2006 (Implementing the Partnership for Growth and Jobs: Making Europe a Pole of Excellence on CSR), in which corporate social responsibility is a concept by which companies integrate care for the community and environment into their business activities and their interdependence with other stakeholders on a voluntary basis. This definition implies that in order for business entities to be socially responsible they have to act over the existing legal framework to meet certain social requirements. By embracing the principles of corporate social responsibility, it is expected that business entities together with the other stakeholders would have an agreement on economic, social and environmental objectives. The aim of the Lisbon Strategy for Growth and Jobs of the EU is to create a business environment that will maintain the sustainable development of society as a whole and to presents an opportunity for promotion of initiatives for development of civil society. Corporate social responsibility is a complex phenomenon whose far-reaching implications contribute to the development of such a business environment. The text will make a comprehensive analysis of European policy, which encourages the practice of corporate social responsibility in terms of social expectations, the expectations of consumers, investors, community and NGOs. For competitive functioning of Macedonian companies on the European market, making a series of bureaucratic, financial and legal settings will not be enough. There is a need for building a corporate identity, or more specifically, improvement of one aspect that has been largely neglected, and this is promoting the aspect of corporate social responsibility that should target the socioeconomic challenges and integrate them into the business practice. Building a corporate identity that is perceived mainly through the corporate brand or brands should consider the corporate communication, corporate image and corporate reputation. Corporate identity actually represents the reality and uniqueness of a company.

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