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2016, vol. 44, br. 1, str. 151-166
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Uporedna analiza prezentacija strategije KDO i očekivanja potrošača u Srbiji
Contrasting of CSR strategies self-presentations and consumers expectations in Serbia
aUniverzitet 'Union - Nikola Tesla', Beograd, Srbija bUniverzitet EduCons, Fakultet za projektni i inovacioni menadžment, Beograd, Srbija
e-adresa: ljiljanam962@gmail.com
Sažetak
Korporativnu društvenu odgovornost (KDO) kao široko prihvaćen pristup kompanije primenjuju ne samo da bi ostvarile uticaj na društvo već vrlo često i kao moćno sredstvo formiranja imidža među potrošačima i postizanja bolje vidljivosti na tržištu. Kako bi se uporedili koncepti KDO vodećih kompanija u Srbiji kao zemlji u dugoj post socijalističkoj tranziciji, sa očekivanjima potrošača, izvršena je pretraga prezentacija vodećih kompanija na internetu i izvršeno istraživanje među potrošačima na bazi upitnika. Dobijeni rezultati ukazuju da su prezentacije programa KDO vodećih kompanija u Srbiji u koliziji sa očekivanjima potrošača, kako u pogledu motiva za realizaciju aktivnosti KDO, tako i u pogledu samih aktivnosti. Kompanije uglavnom ističu motive vezane za uspeh kompanije dok potrošači više vrednuju očekivanja vezana za motive usmerene na interesne grupe, kao i motive vezane za društvene vrednosti. Zaštita životne okoline je jedina aktivnost kojoj visok značaj pridaju i potrošači i kompanije. Očekivanja potrošača su najviša kada su u pitanju aktivnosti usmerene na same potrošače, zaposlene, pa i dobavljače dok kompanije retko ističu ove aspekte KDO. Nasuprot tome, podrška socijalnim pitanjima i donacije kao česti elementi KDO uključeni od strane kompanija ne nailaze na visoka očekivanja potrošača.
Abstract
Corporate social responsibility (CSR), as a widely accepted approach is often applied by the companies not only to create a social impact but also as a powerful tool to create the image of the company among customers and increase its visibility. In order to contrast the CSR concepts of leading companies in Serbia as a country in a long-lasting post-socialist transition with the consumers' expectations, search of web-based self-presentations of leading companies in Serbia and questionnaire among consumers were used in present research. Obtained results point out that self-presentation of CSR programs by the leading companies in Serbia is in collision with consumers' expectations in respect to both, presented CSR motives and emphasized CSR activities. Companies are mainly emphasizing performance-driven motives for CSR, while consumers rate higher the motives related to stakeholders and value-based motives. Environment protection is the only activity recognized with similar importance by the companies and by the consumers. Consumers' expectations are the highest in respect to stakeholders-related CSR including consumers, employees and suppliers, while the companies rarely emphasize these aspects of CSR. Oppositely, support for social issues and donations employed very frequently by the companies do not meet high consumers' expectations.
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