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

Throughout the world the number of companies that promote their strategy of social responsibility is increasing daily as a response to growing social and economic pressures, as well as the influence of the Green movement and their concern for the environment, but also as a result of the awareness of the impact their activities have on the society. The key characteristic of today’s global economy is the apparent un sustainability of some of fundamental concepts – economic success, as well as the very concept of success, is starting to acquire new dimension, since it suddenly comprises responsibility, ethics and sustainability; absurdity of the concept of constant growth, as well as in exhaustible natural resources energy, water

. directly determine the future of economy, but also the demographic map of the world. This calls for immediate adjustments. That is why Corporate Social Responsibility constantly gains new depth and new meaning and gets accepted by not only large corporations but middle and small enterprises, as their competitive advantage since it represents not only desirable but necessary form of behaviour in all economic activities. In a way, global economy today mirrors the decision on what human race plans to do to itself and to the environment in the decades to come. Therefore, the decision of organizations, large, middle or small, to contribute with their behaviour to a better society, cleaner environment and better perspective for the next generation is not only a wise economic decision but the only sustainable one.

Corporate Social Responsibility; Environment; Social Responsibility

Autor: Dragan Salarić - ; Cotrugli poslovna škola, Zagreb, Hrvatska Ana Jergović - ; Cotrugli poslovna škola, Zagreb, Hrvatska

Fuente: http://hrcak.srce.hr/


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