KORPORATIVNA DRUŠTVENA ODGOVORNOST U ZDRAVSTVENOM SISTEMU
CORPORATE SOCIAL RESPONSIBILITY IN THE HEALTH CARE SYSTEM

Summary/Abstract: Modern approach to the study of corporate social responsibility requires an institutional approach, much broader than what has been offered by agency theory, primarily because of its complexity and interdisciplinary nature through which it is seen. The authors agree that the social responsibility of business should be seen through the prism of economic, philanthropic, ethical and moral dimension, but what imposes the modern concept is the width of studying this issue from the point of view of national, cultural and institutional contexts. Thus, social responsibility gets out beyond the scope of a corporation and moves to a wider institutional scopes. Due to the objectives defined by the basic lens of corporate social responsibility, it is logical that the first field in which they will be institutionalized at the national level, and before will define the basic instruments of social responsibility is the health care system. The research presented in this paper was carried out at the level of the health system of the Republic of Serbia. On the basis it was established the certain relationships, policies and instruments that may be the answer for the implementation of social responsibility in the health system of the Republic of Serbia. Assuming that the greater awareness of stake holders in the health industry and the greater harmonization of micro (internal organization of work) and macro organizational factors (global stand) in health institutions, it will provide a greater degree of social responsibility, the authors define a model of socially responsible business in the event of specific areas of health care or health system.

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