KORPORATIVNA DRUŠTVENA ODGOVORNOST U FUNKCIJI UNAPREĐENJA IMIDŽA BRENDA

Uroš Gostović

doi:10.24867/11GI01Gostovic

Uroš Gostović

DOI: https://doi.org/10.24867/11GI01Gostovic

Ključne reči: Eko-marketing, korporativno društvena odgovornost, imidž brenda

Apstrakt

Eko-marketing i korporativna društvena odgovornost ima izuzetno velik značaj danas, a trendovi nam pokazuju da će ove teme postati još relevantnije u budućnosti. Iako se ulaganje u društveno odgovorno poslovanje u prošlosti smatralo uzaludnim ulaganje, danas je očigledno, da su ovakve investicije mudra odluka kako dugoročno imaju pozitivan uticaj na imidž kompanije u društvu. Cilj svake kompanije jeste profitabilnost, ali se danas stvara sve veći pritisak na kompanije da se bavi pitanjima od značaja za društvo i okolinu. Iz tog razloga, sve više kompanija, u okviru svoje strategije, ima deo posvećen društvenoj odgovornosti. Ukoliko se rešavanju nekog društvenog problema pristupi sistematično i ulože neophodni resursi, kompanija može očekivati pozitivne rezultate na duge staze u smislu povećanja reputacije i boljeg imidža u društvu kompaniju.

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