Poslovna opravdanost društveno odgovornog poslovanja

Abstract

Pored ostvarivanja ekonomskog rasta i povećanja konkurentnosti, savremeno društvo očekuje od kompanija aktivan doprinos održivom razvoju ekonomije i društva, kao i očuvanju životne sredine. Društveno odgovorno poslovanje kao poslovna filozofija usmereno je na ostvarivanje dugoročnih koristi za kompaniju i društvo u kome ona posluje. Iako je koncept društveno odgovornog poslovanja već prihvaćen u teoriji i praksi, cilj rada je da istakne argumente i koristi primene koncepta u poslovanju kompanija. Predstavljena je poslovna opravdanost društveno odgovornog poslovanja kroz prikaz uticaja na finansijske performanse kompanije, ponašanje potrošača i u krajnjoj instanci na njenu reputaciju.

In addition to generating economic growth and competitiveness, modern society expects from companies active contribution to sustainable development of economy and society, as well as preservation of the environment. Corporate social responsibility as a business philosophy aims at achieving long-term benefits for the company and the society in which it operates. Although the concept of corporate social responsibility has already been accepted in both theory and practice, the goal of this paper is to underline the arguments and benefits of introducing the concept in business community. The paper presents the business case for corporate social responsibility through the presentation of the impact on the financial performance of the company, consumer behavior and ultimately on its reputation.