1. Elvira Ćatić-Kajtazović,
Federation of Bosnia and Herzegovina
, Bosnia and Herzegovina
Although, The Corporate Social Responsibility (CSR) has been especially actualized in recent times, the focus of scientific and business world in CSR didn’t lead to a single definition, unified theoretical framework, or even to a unique terminology. What's more! Analyzing the topic of corporate social responsibility differences have been expressed in the study approaches, theoretical framework and terminology. Little bit ironic is the fact that a common determinant in defining and explaining the corporate social responsibility (by most academics, managers and others who address the topic) is that: there is still no single definition or a unique understanding of corporate social responsibility. In addition to the observed differences in the theoretical understanding of CSR, there is neither a better situation in business practice. Nevertheless, taking into account the assumption that it is almost impossible to simplify the complexity of social responsibility, this paper presents a contemporary concept as a humble and at the same brave attempt of simplifying corporate social responsibility. The compromise of corporate social responsibility is schematically presented as a message to an enterprise: Seize the opportunity to earn socially responsible profit. This option is specifically presented in shape of the sun (as a source of life) for the following reasons:
1. As an attempt of awakening humanity to regain control over greed.
2. To understand the necessity of taking responsibility for the social, environmental and economic problems.
3. To finally realize that without a future for humanity there is no future for profits.
A schematic display of compromise of corporate social responsibility represents a continuous process which consists of four phases, and which leads to avoidance of approaching CSR in the way of setting what the enterprise cannot do and introduces a proactive approach to what is socially desirable in the work of a enterprise. This approach is important because in this way it avoids operating according to the principle "you mustn’t ", and introduces a "proactive socially desirable activity." CSR isn’t just a concept used to seek out business opportunities, but also a tool for change, competitiveness, proactivity and recognition, which highlights the causal link with economic and social development, and contributes to sustainable development.
Ključne reči :
Tematska oblast:
Datum:
10.02.2014.
REDETE 2014 - Researching Economic Development and Entrepreneurship in Transition Economies
