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2021, vol. 52, br. 4, str. 259-279
Korporativna društvena odgovornost poslovnih banaka u Srbiji - praksa izveštavanja, sprovedene aktivnosti i percepcija stejkholdera
Univerzitet u Beogradu, Ekonomski fakultet

e-adresasasa.veljkovic@ekof.bg.ac.rs, vladapanic96@gmail.com
Ključne reči: društveni marketing; korporativna društvena odgovornost; banke; Srbija; eksplorativno istraživanje
Sažetak
Savremena faza razvoja marketinga naglašava sve značajniju ulogu privrednih subjekata kao sastavnog dela društva i katalizatora pozitivnih promena. Naročito se pažnja istraživača usmerava na velike kompanije, kao i na one iz sektora koji imaju veći uticaj na lokalnu zajednicu i društvo u celini. U tom smislu rad je fokusiran na bankarski sektor u Srbiji. Autori su analizirali aktivnosti 24 banke na polju društvene odgovornosti i njihovu praksu izveštavanja o tome. Analiza je uključivala proučavanje sadržaja javno dostupnih dokumenata i izveštaja, kao i vesti objavljenih na veb sajtovima i Fejsbuk profilima banaka. Osim toga, autori su istraživali percepciju stejkholdera o društveno odgovornim aktivnostima banaka. Intervjuisanje 30 predstavnika stejkholdera banaka, pokazalo je: koji su ključni problemi u lokalnim zajednicama; kakvi su stavovi ispitanika o bankama i načinu na koji posluju u Srbiji; u kojoj meri su stejkholderi primetili aktivnosti društvenog marketinga poslovnih banaka; kakav je stav stejkholdera po pitanju nagrađivanja banaka za društveno odgovorno ponašanje. Nakon prikaza i diskusije rezultata, date su ključne preporuke i pravci daljih istraživanja.
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O članku

jezik rada: srpski
vrsta rada: izvorni naučni članak
DOI: 10.5937/mkng2104259P
objavljen u SCIndeksu: 18.03.2022.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0