EVALUATING THE STRATEGIC APPROACH TO CSR IN SERBIA.

Corporate Social Responsibility (CSR) has become an important element of corporate strategy today. In this article, we wanted to examine whether CSR in the transition market of Serbia is conducted as an integral part of the business strategy based on core activities and stakeholder relations. A quantitative research involving business managers was further validated with the in-depth interviews with business executives, and compared to the theoretical concepts on CSR, domestic studies and the internationally accepted Global Reporting Initiative (GRI) on the impact of CSR. The results show that CSR has become an applied business activity for many companies in Serbia, but generally devoid of a strategic approach. We also confirmed the gap between the more and less developed economies in applying advanced business strategies, which includes the social responsibility of enterprises. [ABSTRACT FROM AUTHOR]