The Promotion of Corporate Social Responsibility in Serbia

Enterprises are part of society they function in; therefore, they must, besides the implementation of economic objectives, pay attention to the impact they have on society and environment i.e., they should act responsibly. Corporate social responsibility involves the execution of all tasks in the enterprise in socially acceptable manner, with respect of: economic, legal, ethical principles, with volunteer participation of the enterprise in solving social and environmental problems. In Serbia, only relatively small number of enterprises broadens their economic objectives with socio-environmental objectives and get involved in solving social problems. As a consequence, there are a large number of social problems that have a reverse negative impact on an enterprise's business. For problems to be solved, it is necessary for the enterprise to pay attention to the impact of its business activity on society, for the state to, with different programs and measures, promote and support responsible business activity of the enterprise. The measures that can incite socially responsible business activity of enterprises in Serbia will be discussed in the paper. The aim of the paper is to, incite and develop socially responsible business activity that will lead to gradual solving of certain social problems (such as corruption, poverty, violence, different modes of disturbance), by using experience and good business practice of developed European countries.