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2020, vol. 10, br. 2, str. 82-96
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Procena stepena implementacije društveno odgovornog poslovanja u bankarskom sektoru Republike Srbije
Assessing the level of implementation of corporate social responsibility in Serbian banking sector
Projekat: Izrada ovog rada finansirana je od strane Ministarstva prosvete, nauke i tehnološkog razvoja Republike Srbije.
Sažetak
Integracija društvene, ekonomske i ekološke dimenzije poslovanja u svakodnevne poslovne aktivnosti organizacije osnovno je obeležje korporativne društvene odgovornosti. Koncept društveno odgovornog poslovanja na nacionalnom bankarskom tržištu pojavio se početkom novog milenijuma - prvobitno ocenjen kao riskantan i intrigantan fenomen, danas predstavlja neizostavan deo poslovne filozofije mnogih banaka u Republici Srbiji. Iz tog razloga, cilj istraživanja je u vezi sa procenom stepena implementacije društveno odgovornog poslovanja u bankarskom sektoru pomenute države. Na uzorku od nekoliko aktivnih i sistemski značajnih banaka ispitana je sklonost srpskih bankarskih entiteta odgovornom ponašanju kroz sagledavanje odgovornosti prema: zajednici, životnoj sredini, zaposlenima, investitorima, klijentima, i dobavljačima. Za potrebe istraživanja korišćene su: deskriptivna statistika, tehnika analize i sinteze, kao i analiza sadržaja dostupne nacionalne i inostrane literature, tj. dela referentnih domaćih i stranih autora iz relevantne oblasti. Rezultat istraživanja je potvrđen stav da je stepen implementacije društveno odgovornog ponašanja u bankarskim institucijama koje posluju na teritoriji Republike Srbije visok, i da ima tendenciju daljeg rasta. Ovakvo poslovno ponašanje, generalno posmatrano, indirektno utiče na: korporativne performanse, odanost stejkholdera i ugled pomenutih finansijskih institucija.
Abstract
The integration of the social, economic, and environmental dimension of business into day-to-day business operations is a basic feature of corporate social responsibility. The new millennium saw the concept of social responsibility introduced in the Serbian banking sector. Originally perceived as a risky and intriguing phenomenon, today it is an indispensable part of many Serbian banks' business. For this reason, the aim of the research is to assess the level of implementation of corporate social responsibility in the Serbian banking sector. The sample consisted of a number of active and systemically important banks in the Republic of Serbia. We examined the propensity of Serbian banking entities to behave responsibly towards the community, the environment, their employees, investors, clients, and suppliers. For the purpose of this research, descriptive statistics, analysis and synthesis techniques, and a detailed analysis of scientific publications by Serbian and foreign authors from the relevant field were used. The results supported the premise that the Serbian banking sector exhibits a high level of implementation of socially responsible behavior, with a tendency towards further growth. This business behavior, generally speaking, indirectly affects corporate performance, stakeholder loyalty, and the reputation of the financial institutions.
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