THE ANALYSIS OF THE IMPLEMENTATION OF CORPORATE SOCIAL RESPONSIBILITY CONCEPTS ON THE MARKET OF THE REPUBLIC OF SERBIA

BOGETIĆ Srđan (Srđan Bogetić, PhD. Professor, Belgrade Business School, 11000 Belgrade, Kraljice Marije 73, Republic of Serbia), sbogetic@yahoo.com
BEŠIĆ Cariša (Cariša Bešić, PhD. Full Professor, University of Kragujevac, Faculty of technical science Čačak, 32000 Čačak, Svetog Save 65, Republic of Serbia), carisa.besic@sbb.rs
ĐORĐEVIĆ Dejan (Dejan Đorđević, PhD. Full Professor, University of Novi Sad, Technical faculty ”Mihajlo Pupin” in Zrenjanin, 23000 Zrenjanin, Đure Đakovića bb, Republic of Serbi), dejan.djordjevic@tfzr.rs

In this paper, the authors are analysing the effects of implementation of corporate social responsibility (CSR) concepts so far, both in the Republic of Serbia and in other countries of Central Europe. The companies in Central Europe are mostly familiar with the term corporate social responsibility, but the application of tools and methods is different. Due to the comprehensive notion of corporate social responsibility, the companies usually undertake philanthropic and voluntary activities, thus dealing with certain social problems. However, the concept of corporate social responsibility itself encompasses much broader aspects, such as: environmental protection, the care for employee satisfaction, the application of international standards and so on. Domestic managers are trying to keep up with the trend of corporate social responsibility implementation, but unfortunately, they still do not understand fully the scope of this concept, as well as its application for the development of the company’s competitiveness.

Keywords: corporate social responsibility, competitiveness, managers, youth, Serbia