Search

Starting from the fact that perceptions of employees might be related to national culture and our previous finding that CSR perception by employees depends on company ownership, in the present research, we aim at the investigation of relations between CSR and national culture perception by employees' dependence on company ownership in the specific context of Serbia as a developing post-socialist country. Questionnaire-based research was conducted among employees in public and private companies in Serbia with domestic and foreign ownership. The results pointed out that both CSR and national culture perceptions are highly dependent on company ownership with the dependence of CSR perception on national culture perception by employees in public but not private companies. The obtained results point out that in private companies, excessive adoption of managerial practices not aligned with national culture resulted in shifts in perception of national culture, as well as in divergence between national culture and perceptions of CSR activities.

Web prezentacije kompanija su pored sredstava javnog informisanja jedan od mogućih i široko korišćenih načina komuniciranja KDO. Kad je u pitanju komunikacija korporativne društvene odgovornosti dobro planiranje poruka koje se šalju javnosti ima poseban značaj, koji naročito dolazi do izražaja u zemljama u tranziciji u kojima je društveno okruženje opterećeno brojnim problemima koji za rezultata imaju unapred formirano nepoverenje javnosti prema kompanijama. Pored sadržaja prikazanog na web stranama kompanija, način prezentacije i pozicioniranje pojedinih sadržaja u velikom meri utiče na meru i rezultate spoznaje javnosti o kompaniji i izgradnju njenog identiteta i imdža, a upotreba adekvatnih slogana, u velikoj meri doprinosi pristupačnosti informacija. Kako bi se sagledalo kako kompanje u Srbiji na web stranicama prezentuju svoje motive i aktivnosti KDO analizirane su web stanice vodećih kompanija u Srbiji iz sektora agrobiznisa, javnog i finansjskog sektora i sagledana je praksa predstavljanja KDO javnosti. Sagledane su sličnosti i razlike koje u pristupu komunikaciji KDO na web stranicama postoje među analiziranim sektorima., Besides the media, the web presentations of the companies are one of the possible and widely applied means for communication of corporate social responsibility (CSR). For efficient CSR communication, good planning of the massages that will be presented to the public is of particular importance. It is additionally emphasized in the countries in the transition period where the social environment is burdened with numerous problems that result in pre­formed public mistrust towards companies. The extent and the results of public cognition of the company and creation of its identity and image are highly dependent from content of the web presentation but also of the manner of presentation and positioning of specific contents. Application of adequate slogans, can also highly contribute to the visibility of specific information. In order to review the way in which companies in Serbia present their CSR motives and activities, the web pages of leading companies in Serbia from the agro-business, public and financial sectors were analyzed and the practice of presentation of CSR to the public was reviewed. The similarities and differences in approach to CSR communication among analyzed sectors are outlined in the research results.