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Social Responsibility and Competitive Advantage of the Companies in Serbia

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Author Info

  • Cedomir Ljubojevic

    (Modern Business School Belgrade, Serbia)

  • Gordana Ljubojevic

    (High Business School, Novi Sad, Serbia)

  • Nina Maksimovic

    (Modern Business School Belgrade, Serbia)

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    Abstract

    In 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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    File URL: http://www.fm-kp.si/zalozba/ISBN/978-961-266-201-1/papers/MIC4206.pdf
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    Bibliographic Info

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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.

    Handle: RePEc:mgt:micp12:555-569

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    Related research

    Keywords: CSR; competitive advantage; reputation; stakeholder approach; financial sector;

    References

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    1. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
    2. David A. Waldman & Donald S. Siegel & Mansour Javidan, 2004. "CEO Transformational Leadership and Corporate Social Responsibility," Rensselaer Working Papers in Economics 0415, Rensselaer Polytechnic Institute, Department of Economics.
    3. Angeloantonio Russo & Francesco Perrini, 2010. "Investigating Stakeholder Theory and Social Capital: CSR in Large Firms and SMEs," Journal of Business Ethics, Springer, vol. 91(2), pages 207-221, January.
    4. Manuel Branco & Lúcia Rodrigues, 2006. "Corporate Social Responsibility and Resource-Based Perspectives," Journal of Business Ethics, Springer, vol. 69(2), pages 111-132, December.
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