DRUŠTVENO ODGOVORNO POSLOVANJE – PARADIGMA KORPORATIVNOG RAZVITKA/ CORPORATE SOCIAL RESPONSIBILITY – THE PARADIGM OF CORPORATE DEVELOPMENT

Abstract

The basic motivation of research refers to the interrelationship between corporate social responsibility and corporate growth and development. In this sense, research starting point makes discourse analysis of corporate social responsibility that helps to create the same understanding this implies a methodology that combines theory and methods. Its aim is to determine how to measure the impact of corporate social responsibility to growth and development. Causality of corporate social responsibility and corporate development can be negative, neutral and positive and can go in two directions. But whichever direction relations to show dominant, it is possible that corporate social responsibility affects corporate development or, conversely, to corporate growth and development affects social responsibility. Pervasive degradation of environmental, social and other rights promotes awareness of the necessity of a paradigm shift in terms of sustainability and as a catalyst of change, which is the only way of survival and development. The significance of the research results indicate that corporate social responsibility is desirable step towards a new paradigm of corporate development with the potential benefits that implies a general business approach needs change.