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2015, vol. 3, br. 2, str. 21-28
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BSC okvir kao podloga za unapređenje poslovanja preduzeća
BSC framework as a basis for improving business operations
Sažetak
Prilikom BSC orijentacije u poslovanju, bitno je odabrati prave ciljeve koje bi trebalo ostvariti i prave načine za širu afirmaciju postignutih rezultata. Jedino će tako uloženi resursi imati pozitivan efekat na svest, imidž, lojalnost kupaca i drugih partnera, kao i dugoročno - na veću prodaju i profit. Za kompanije nije dovoljno da samo razvijaju i implementiraju društveno odgovorne inicijative, već i da ih efikasno i efektno promovišu. Neizostavan deo slobodnog tržišta je transparentnost i dostupnost relevantnih informacija, na osnovu kojih druga strana, odnosno stejkhoideri, mogu da formiraju svoje stavove i mišljenja i donose konačne odluke o svom ponašanju.
Abstract
It is important to choose the right goals to be accomplished and the right ways for a broader affirmation of the achieved results during BSC orientation in business. Only in this way will the Invested resources have a positive effect on the awareness, image and loyalty of the customers and other business partners, as weil as on bigger sales and higher profit in the long run. For companies, it is essential not only to develop and implement socially responsible initiatives, but to promote them in an efficient and effective way as well. An essential element of the free market is the transparency and availability of socially relevant information, upon which other parties (i.e. stakeholders) may form their opinions and attitudes and make final decisions concerning their behaviour.
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