Social Responsibility and Competitive Advantage of the Companies in Serbia
AbstractIn this paper, the authors deal with the phenomenon of corporate social responsibility, its role and its ability to achieve competitive advantage. CSR represents the company’s orientation towards the improvement of the community welfare, on the one hand, and of the strategic benefits for the company on the other. The goal of the research is reflected through understanding of the application of CSR concepts as a means for achieving sustainable competitive advantage, with special emphasis on the Republic of Serbia. In addition to the review of the literature dealing with this topic and previous research, the authors in their work uses survey method, a form of corporate questionnaire, in order to obtain relevant opinions of financial institutions managers. As far as the practical implications are concerned, the research results and conclusions may be useful for justifying stronger, and better planned, implementation of CSR in the company. Research results obtained in a country that is in late transition, compared to the former socialist economies, represent a special contribution.
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This chapter was published in: Cedomir Ljubojevic & Gordana Ljubojevic & Nina Maksimovic , , pages 555-569, 2012.
This item is provided by University of Primorska, Faculty of Management Koper in its series MIC 2012: Managing Transformation with Creativity; Proceedings of the 13th International Conference, Budapest, 22–24 November 2012 [Selected Papers] with number 555-569.
CSR; competitive advantage; reputation; stakeholder approach; financial sector;
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