Značaj korporativne društvene odgovornosti za savremeno poslovanje
Importance of corporate social responsibility for modern business operations

Summary/Abstract: In modern business environment, the concept of corporate social responsibility is universally accepted. Under the pressure of international institutions, governments, NGOs, consumers and other stakeholders, the pressure on companies and entrepreneurs is more intensified in applying this concept, as well as society and the community contribution in which they operate. For a countries in transition and companies that are in the process of separating ownership from management, application of the concept of corporate social responsibility (CSR) is the way in which companies can access responsible restructuring. By applying this concept it leads to achieving a better competitive position of company on national and global markets, thereby contributing to the effective and efficient operation. In this way, it can be seen as a social marketing activity. Considering the effect it has on the business, the activities of CSR should be included in the strategic plan of the company, since its activity should present the permanent and continuous activities. Given the numerous advantages that such a concept entails, is the responsibility of every company to constantly work on undertaking measures aiming at continuous improvement of CSR. To what extent it will succeed, will depend on the level of aware ess and readiness of each manager and worker in the company.

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