Individualna i društvena odgovornost preduzeća
Individual and Social Responsibility of Companies

Summary/Abstract: Companies today do business in a very tough environment full of threats, surprises, but also opportunities. Information technology combined with telecommunications has changed the way of life in the entire world. The world is increasingly becoming a “global village”. New challenges of global competition in many areas of business that were so far protected are now being placed before companies. Many companies are facing a new challenge – to adjust and become a part of information technology trends, or to fail. Managements of modern companies face a massive task, the implementation of which requires a response to the question “how to survive, grow and develop?” Besides the economic responsibility that used to be primary; other forms of responsibility have become immanent to the modern management – legal, ethical and philanthropic. Enormous challenges of adjusting the interests of stakeholders (the interest groups) and gaining profit for the capital owners, whilst keeping a healthy and clean ecological environment in which a company does business, are placed before the managements today. This paper aims at highlighting the other aspects of modern managements’ responsibility, which together with economic responsibility represent the basis of strategic advantage and economic power of companies.

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