Modelovanje faktora korporativne društvene odgovornosti u uslovima dinamičkog poslovnog okruženja

Abstract

U doktorskoj disertaciji su predloženi i testirani relevantni modeli kojima se utvrđuju elementi korporativne društvene odgovornosti i uticaj na poslovne performanse kompanija. Istraživanje je sprovedeno u post-tranzicionom poslovnom okruženju Srbije, Rusije i Bugarske sa namerom da se utvrde specifičnosti implementacije korporativne društvene odgovornosti koje nastaju kao posledica razlika u poslovnoj kulturi zemalja koje su prošle kroz proces tranzicije. Analizom relevantnih literaturnih izvora i razvijenih koncepata, utvrđeni su ključni elementi korporativne društvene odgovornosti koji su definisani kroz pet dimenzija: ekološka dimenzija, društvena dimenzija, ekonomska dimenzija, dimenzija stejkholdera i dimenzija dobrovoljnosti. Dalje je, literaturnim pregledom, utvrđeno da uticaj korporativne društvene odgovornosti na poslovne performanse ne mora uvek biti posmatran direktno, već se kao značajan moderator uticaja javlja zadovoljstvo zaposlenih u kompanijama koje primenjuju društveno odgovornu praksu. Pretpostavljeni uticaji i odnosi testirani su korišćenjem statističkih i multikriterijumskih alata. Utvrđena je nadmoć društvene dimenzije i dimenzije stejkholdera u odnosu na ostale dimenzije, prilikom razmatranja ostvarivanja uticaja korporativne društvene odgovornosti na poslovne performanse, kao i na zadovoljstvo zaposlenih. U skladu sa tim je zaključeno da ekološki i ekonomski elementi korporativne društvene odgovornosti nisu adekvatno prepoznati od strane ispitanika što ukazuje na polja koja je potrebno dodatno unapređivati. Takođe, prilikom analize uticaja zadovoljstva zaposlenih na poslovne performanse utvrđene su značajne veze između ova dva elementa. Upoređivanjem percipiranog nivoa implementacije korporativne društvene odgovornosti u zemljama u kojima je istraživanje sprovedeno primećena je određena polarizacija. Pokazalo se da zemlja koja je na najvišem stepenu ekonomskog razvoja ima iskazan najviši nivo implementacije korporativne društvene odgovornosti. Kada se razmatra veličina kompanije prevaga u implementaciji korporativne društvene odgovornosti je u korist većih kompanija.

In the doctoral dissertation, relevant models in which the elements of corporate social responsibility were determined and the impact on the business performance of companies are proposed and tested. The research was conducted in a post-transition business environment with the intention to determine the specifics of the implementation of corporate social responsibility that arise as a result of differences in the business culture of countries that have gone through the transition process. By analyzing the relevant literature sources and developed concepts, the critical elements of corporate social responsibility have been identified, which are defined through five dimensions: environmental dimension, social dimension, economic dimension, stakeholder dimension and voluntarism dimension. Further, trough literature review, it was determined that the impact of corporate social responsibility on business performance does not always have to be observed directly, already as the important moderator of the impact appears the satisfaction of employees in companies that implement socially responsible practices. Assumed effects and relationships were tested using statistical and multicriteria tools. The dominance of the social dimension and dimension of stakeholders to other dimensions has been determined when considering the impact of corporate social responsibility on business performance, as well as on employee satisfaction. Accordingly, it was concluded that the environmental and economic elements of corporate social responsibility were not adequately recognized by the respondents, which indicates areas that need to be further improved. Also, during the analysis of the impact of employee satisfaction on business performance, significant links between these two elements were identified. A certain polarisation was noticed by comparing the perceived level of corporate social responsibility implementation in the countries where the research was conducted. It turned out that a country at the highest level of economic development has the highest level of corporate social responsibility. When considering the company's size, the supremacy in the implementation of corporate social responsibility is in favour of larger companies.