Social Responsability of a Company
Društvena odgovornost reduzeća
Abstract
Social responasability pertains to company‘s obligations to maximize its positive and minimaze its negative influences on a society. Company exists in order to fulfill people‘s needs. Each company manifests its social responsability in the unique way. Marketing helps company to achieve its goals regarding to social responsability – it incites and supports proactive and destimulates and limits reactive responses to social responasability. Proactive approach in the sphere of social responsability leads to the positive effects on overall performances of the company. In the literature, the concept of the social marketing is understood as the deepining of the concept of the marketing concept. It reffers to the better comprehension of social consequences caused by marketing decisions and actions.
Apstrakt
Društvena odgovornost se odnosi na obaveze preduzeća da maksimizira pozitivne, a minimizira negativne uticaje na društvo. Preduzeće postoji da bi se zadovoljile ljudske potrebe. Svako preduzeće na različite načine ispoljava svoju društvenu odgovornost. Marketing pomaže preduzeću da izađe u susret svojim društvenim odgovornostima. Podstiče se i podržava proaktivno, a destimuliše i ograničava reaktivno reagovanje na društvene odgovornosti. Proaktivan stav na društvenu odgovornost ima pozitivan efekat na performanse preduzeća. Koncept društvenog marketinga se u literaturi interpretira kao produbljenje marketing koncepta. Odnosi se na veće uvažavanje društvenih konsekvenci marketing odluka i akcija.
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