Korporativna društvena odgovornost i značaj njene promocije
Corporate Social Responsibility and the Significiance of its Promotion
Apstrakt
Korporativna društvena odgovornost je u savremenoj poslovnoj praksi često korišćen koncept, s obzirom na to da kompanije u značajnoj meri snose odgovornost za dešavanja i aktivnosti od šireg društvenog značaja. U nastojanju da doprinesu rešavanju problema društvene zajednice u kojoj obavljaju svoju poslovnu aktivnost, kompanije sprovode različite korporativne društvene inicijative. Kako bi što uspešnije koristile mnogobrojne prednosti negovanja društveno odgovornog ponašanja, kompanije moraju da afirmišu svoje ideje i osećanja brige za probleme drugih i promovišu sve aktivnosti na njihovom rešavanju.Izuzetno je važno da obezbede potpunu transparentnost svoje posvećenosti širim društvenim interesima, pa je u tom cilju vrlo pogodno intenzivnije korišćenje web sajtova. Ova promotivna uloga web sajta omogućava prezentaciju relevantnih informacija o sprovedenim društvenim akcijama, a pogodna je i za pružanje korisnih obaveštenja o svim drugim oblicima promovisanja društvenog angažovanja kompanija.
Abstract
Corporate Social Responsibility is today frequently used concept, as companies to a larger extent are held accountable for what is happening in the society. In their effort to make a contribution on the solution of various societal problems, the companies engage in different corporative social initiatives. To enjoy multiple benefits arising from implementation of CSR practices companies should reaffirm their commitment to issues of wide public interests as well as promote all the activities pursued in diminishing and solving different social and envronmental problems. It is very important to make company`s social involvement as transparent as possible, which can be, aparat from other ways, enhanced by proper and up-to-date use of the web site. Through the web site company can inform wide public (all relevant stakeholders) about its CSR activities – programs, undertaken initiatives, partners involved, results achieved and future plans and goals in CSR domain. Placing these informating reperesents an efficient way of promoting company`s CSR profile. Aparat from that, company can regulary place announcements on its web site about all other ways of promoting its CSR engagement.
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