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Social Responsibility and Competitive Advantage of the Companies in Serbia

Author

Listed:
  • Cedomir Ljubojevic

    (Modern Business School Belgrade, Serbia)

  • Gordana Ljubojevic

    (High Business School, Novi Sad, Serbia)

  • Nina Maksimovic

    (Modern Business School Belgrade, Serbia)

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.

Suggested Citation

  • Cedomir Ljubojevic & Gordana Ljubojevic & Nina Maksimovic, 2012. "Social Responsibility and Competitive Advantage of the Companies in Serbia," MIC 2012: Managing Transformation with Creativity; Proceedings of the 13th International Conference, Budapest, 22–24 November 2012 [Selected Papers],, University of Primorska, Faculty of Management Koper.
    • Handle: RePEc:mgt:micp12:555-569
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    References listed on IDEAS

    as
    1. Manuel Branco & Lúcia Rodrigues, 2006. "Corporate Social Responsibility and Resource-Based Perspectives," Journal of Business Ethics, Springer, vol. 69(2), pages 111-132, December.
    2. 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.
    3. Longinos Marín & Alicia Rubio & Salvador Ruiz de Maya, 2012. "Competitiveness as a Strategic Outcome of Corporate Social Responsibility," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 19(6), pages 364-376, November.
    4. 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.
    5. Kathleen M. Eisenhardt & Jeffrey A. Martin, 2000. "Dynamic capabilities: what are they?," Strategic Management Journal, Wiley Blackwell, vol. 21(10‐11), pages 1105-1121, October.
    6. Alberto Fonseca, 2010. "How credible are mining corporations' sustainability reports? a critical analysis of external assurance under the requirements of the international council on mining and metals," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 17(6), pages 355-370, November.
    7. Amy J. Hillman & Gerald D. Keim, 2001. "Shareholder value, stakeholder management, and social issues: what's the bottom line?," Strategic Management Journal, Wiley Blackwell, vol. 22(2), pages 125-139, February.
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    Cited by:

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    2. Anteneh Mulugeta Eyasu & Demoz Arefayne, 2020. "The effect of corporate social responsibility on banks’ competitive advantage: Evidence from Ethiopian lion international bank S.C," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1830473-183, January.

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