Strategija društvene odgovornosti preduzeća
Corporate Social Responsibility Strategy

Summary/Abstract: In the theory of management and practice of contemporary enterprises there is a need for socially responsible behavior. A great impact on the rise of social-econo- mic consciousness of enterprises was made by a bulk of problems caused by negative consequences of their activities, which gave rise to boycott of consumers and other stakeholders. This resulted in the decrease of enterprise credibility, ruin of their repu- tation, built in years, and failure in competitiveness. An enterprise management team has realized that irresponsible behavior towards the environment could have a “boo- merang effect”. On the other hand, responsible behavior of enterprises towards stake- holders, society, and environment could contribute to the achievement of competitive advantage. For example, by ensuring good working conditions for employees, by the instigation of non-discrimination, by respecting human rights, and by offering a possi- bility of advancement, enterprises become attractive for new employees, and attract the most talented people. By insuring transparency towards shareholders, and respect of their rights, by continuous reporting, and risk management, enterprises become at- tractive for new investments. By offering quality, healthy, and safe products, and by living up to their promises about after-sale services, enterprises become attractive for consumers. Talented employees, substantial capital, and safe market are the key con- ditions for achieving enterprise competitive advantage. This way, responsibility to- wards stakeholders, who own resources as a source for value creating, has a direct im- pact on the competitive advantage of enterprises. Besides direct impact, responsible behavior towards society and the environment has an indirect impact on the increase of enterprise competitiveness. Hence, it is obvious that socially responsible behavior of enterprises becomes an important factor of their survival and success.

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