KORPORATIVNA DRUŠTVENA ODGOVORNOST KAO IMPERATIV SAVREMENOG POSLOVANJA U FUNKCIJI STVARANJA IMIDŽA PREDUZEĆA/ CORPORATE SOCIAL RESPONSIBILITY AS AN IMPERATIVE OF MODERN BUSINESS IN ORDER TO CREATE A CORPORATE IMAGE

Abstract

In the traditional economic sense profit occupied first place in the growth and development of enterprises. Today, both for individuals and for the economy overall, first place is given to knowledge and information, in that way profit is not more the primary goal. The modern way of doing business and dynamic environment achieves more complex relationships, a significant business goal becomes to meet the requirements of consumers, but also society as a whole. Informed society in the manufacturing chain is becoming increasingly demanding and growth based on building mutual trust and development and joint investment in the future. Therefore, modern companies primarily have to observe their requirements and define their business models in order to satisfy their needs more efficient than its competitors and making a profit in a way that promotes the well-being of their consumers, but also the entire system and business, and this is only possible by including into society and acceptance of the concept corporate social responsibility. Social evaluation responsibilities becomes a business imperative and global concept that is impossible to ignore. The paper points to the importance of socially responsible business in building the reputation and image of the company. Successful reputation leads to trust, and the price of such success is responsibility.