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Entrepreneurial learning, Vol.2 No.2 December 2012. -

Increasing market share and thus the profits of enterprises, requires strengthening of its competitiveness in the global competition, and it mostly depends on positioning of its image among the image of its competitors. In modern society, an increasingly important role in the formation of a corporate image have attitudes and expectations of the public, which has become extremely sensitive to social responsibility. Social responsibility is one of the best ways to attract and retain quality workforce, especially highly educated, professional and creative people, which opens space for innovations, and this represents one of the main prerequisites for long-term survival and competitiveness of enterprises. Therefore, in order to improve corporate image positioning, enterprises should attach great importance given to social responsibility while creating business policy and strategy. The fundamental purpose of this scientific discussion is to determine the meaning of social responsibility in building the image of the company, identify the core areas of corporate social responsibility, investigate social responsibility and image in service companies in Croatia and propose a model of social responsibility in order to improve the image of service companies.

social responsibility; corporate image; competitiveness

Autor: Mirjana Babić - ; Expert in strategic development, Department of Strategic Development, KD Autotrolej d.o.o. Rijeka, Croatia



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