Korporativna odgovornost preduzeća u internom i eksternom komuniciranju

Abstract

Niska svest zainteresovanih strana o aktivnostima korporativno odgovornog poslovanja preduzeća ukazuje na potrebu da preduzeća efikasnije komuniciraju korporativnu odgovornost sa zainteresovanim stranama. Disertacija predstavlja novinu u istraživanjima u našoj zemlji u okviru globalnog menadženta i menadženta ljudskih resursa, jer je istražen značaj i uticaj interne i eksterne komunikacije za prihvatanje, implementaciju, sprovođenje i razvijanje koncepta korporativne odgovornosti preduzeća. Društveno odgovorna interna i eksterna komunikacija preduzeća su sagledane kroz komunikaciju o korporativnoj odgovornosti prema zaposlenima, prema tržistu, prema životnoj sredini i prema široj društvenoj zajednici. Rezultati istraživanja su potvrdili istraživačke hipoteze, na osnovu čega je dat predlog mera za unapređenje korporativne odgovornosti preduzeća u internom i eksternom komuniciranju, kao i predlog budućih istraživanja.

Low awareness of the stakeholders concerning activities of the corporately responsible management of the company highlights a need for companies to provide more efficient corporately responsible communication with the stakeholders. This Dissertation represents a novelty in the research in our country within the global management and human resources management, because of the importance and influence of internal and external communication for the acceptance, implementation, realization and development of the concept of corporate responsibility of the company. Socially responsible internal and external communications of the company are evaluated through the communication of corporate responsibility towards employees, market, environment and wider community. Outcome of this research confirmed the research hypotheses and based on those results, it was proposed to take measures for the improvement of the corporate responsibility of the company in internal and external communication as well as to make the future researches.