KORPORATIVNA DRUŠTVENA ODGOVORNOST KAO MARKETING STRATEGIJA. (Serbian)

CORPORATE SOCIAL RESPONSIBILITY AS MARKETING STRATEGY. (English)

The subject of this journal article is corporate social responsibility as a marketing strategy for company, which thrive to promote and achieve better market's competitiveness thanks to unique, inovative and social responsible activities. CSR is frequently used concept in contemporary business, through which companies endeavour to achieve contribution toward solution of important social themes as well as problems of the whole society. Depending on how company is considerable with the project of social responsibility and its achievement, there will be vivid business results. Beside CSR implementation, it is necessary to insist on promotion with adequate appliance of internal and external communication. Through the implementation of CSR activities, company acquires enviable competitive advantage, strengthens the position of brands within its products/services and gets affinity of responsible state departments as well as the whole society. Thanks to the review and analysis of available literature, in this journal is shown how CSR influences further company's development, creation of competitive advantage and the company's image. That is the way how company achieves affinity of its customers and society by implementation of coordinated business standard, ethics and sustainable business and marketing strategies. Authors indicate the role and importance of social responsible marketing, all desirable activities and the method of implementation that improves business performances and makes better market positioning as well as certain customers skepticism as a result of some direct advertising. [ABSTRACT FROM AUTHOR]

Predmet ovog rada predstavlja korporativna društvena odgovornost kao marketing strategija kompanija, koje jedinstvenim, inovativnim i društveno odgovornim aktivnostima uspevaju da se promovišu i postignu što bolju konkuretnost na tržištu. Korporativna društvena odgovornost je u savemenom poslovanju često korišćen koncept, kojim se nastoji ostvariti doprinos rešenju važnih društvenih pitanja i istovremeno problema društvene zajednice u kojoj kompanije posluju. U zavisnosti od toga koliko se kompanija promišljeno bavi društveno odgovornim projektima kojima upravlja, kao i principima njihovog ostvarenja, zavise i načini afirmisanja postignutih rezultata. Pored implementacije društveno odgovornih principa i inicijativa, neophodno je i efikasno promovisanje istih, uz adekvatnu primenu interne i eksterne komunikacije. Implementacijom društveno odgovornih aktivnosti, kompanija stiče zavidnu konkurentsku prednost, ojačava poziciju svojih brendova u proizvodima/uslugama, stiče naklonost pretpostavljenih državnih tela ali i celokupne društvene zajednice. Pregledom i analizom dostupne literature u radu je prikazano kako korporativna društvena odgovornost utiče na dalji razvoj preduzeća, stvaranje konkurentske prednosti, kreiranje imidža istog i, pre svega, ostvaruje naklonost krajnjih korisnika i zajednice u kojoj posluje implementacijom usklađenih standarda poslovanja, etike u radu i održivih poslovnih i marketing strategija. Autorke u radu ukazuju na ulogu i značaj društveno odgovornog marketinga, svih poželjnih aktivnosti i načina implementacije istih radi poboljšanja poslovnih performansi kompanije i što boljeg pozicioniranja na tržištu, ali i na izvestan skepticizam potrošača koji može nastati direktnim oglašavanjem. [ABSTRACT FROM AUTHOR]

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