KORPORATIVNO-DRUŠTVENA ODGOVORNOST U POSLOVNOJ IZVRSNOSTI I OČUVANJA KVALITETA EKOLOŠKOG AMBIJENTA/CORPORATE-SOCIAL RESPONSIBILITY IN BUSINESS EXCELLENCE AND ENVIRONMENTAL ENVIRONMENTAL QUALITY PRESERVATION

Abstract

Corporate social responsibility of business entities in a postmodern environment plays a crucial role for one country, and it is certain that in the future it will become even more relevant. It is important to choose the right goals to be accomplished, and the right ways for a broader affirmation of the achieved results. For companies, it is essential not only to develop and implement socially responsible initiatives, but to promote them in an efficient and effective way as well and region. In this respect, promoting companies’ social goals must be a continuous process, by which a lasting dedication to socially responsible business activities is explicitly expressed, and not just the completion of some ad hoc activities. The authors of this paper actualize this issue and highlight the optimal opportunities and ways to promote this business orientation and practice. An indispensable part of the contemporary market is the transparency and availability of relevant information, on the basis of which other parties, ie stakeholders, can form their views and opinions and make final decisions about their behavior in companies. Bearing in mind that a company is made up of employees, because they use their knowledge, skills, will, power and character to shape the image of the organization. Finally, the authors of the paper emphasize the importance of corporate social responsibility (CSR) in society, because a company cannot teach you responsibility, it can only "force" you into such behavior in preserving your life environment and sustainable development.