Korporativna društvena odgovornost u eri globalizacije
Corporate Social Responsibility In The Globalization Era

Summary/Abstract: The authors of this paper point out that the implementation of the concept of Corporate Social Responsibility (CSR) allows companies to position their brands stronger, to strengthen their image, increase market share and increase their ability to attract and retain employees. An important argument for increased social responsibility of Serbian companies is that they can thus achieve the benefits of globalization, privatization and deregulation, as well as to relieve the negative impact of international trade flows and international investment. In general, the paper consists of three parts. First, the authors are going to examine the drivers for complex CSR phenomenon. Further, in the second part, they will take an in-depth look at some global companies, which have been under fire for some of their corporate, social, and environmental practices. Finally, the authors will provide an overview of CSR's impact on social development with special emphasis on Serbia.

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