Social Responsibility and Competitive Advantage of the Companies in Serbia

Cedomir Ljubojevic, Gordana Ljubojevic and Nina Maksimovic
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Cedomir Ljubojevic: Modern Business School Belgrade, Serbia
Gordana Ljubojevic: High Business School, Novi Sad, Serbia
Nina Maksimovic: Modern Business School Belgrade, Serbia

from University of Primorska, Faculty of Management Koper

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.

Keywords: CSR; competitive advantage; reputation; stakeholder approach; financial sector (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (2)

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