Conference paper

CORPORATE SOCIAL RESPONSIBILITY AND SPORT

Branka Jajić ; University of Belgrade, Serbia
Jelena Jajić ; University of Educons, Serbia

Abstract

Strategic orientation of world famous companies to actively contribute to the development of society, supporting projects and initiatives of national importance that are consistent with the values for which it stands. Thus, the countries of the Balkan region, including Serbia, to accept corporate social responsibility as a system that makes their business more successful. Adhering to the principle that „there is something above profit,“ the company continuously support collectives, projects and talented individuals in the fields of science, technology, education, health, sports, culture and arts. Charity support to socially vulnerable groups and initiating socially responsible activities is an important factor in future investment and an integral part of the corporate culture of the company. In addition to pay great attention to the collective popular sports, such as football or basketball, significant support is directed towards stimulating development of sports associations related to sports which the state pays less attention, such as judo, wrestling, karate, biking, skiing, gymnastics and others, but also those that bring together young people with disabilities. This paper is an attempt to review the development of Corporative Social Responsibility in companies and enterprises in Serbia, especially in the function of sport and comparative overview of the situation in the region.

Keywords

corporate social responsibility; sports; humanitarian activities

Hrčak ID:

161592

URI

https://hrcak.srce.hr/161592

Publication date:

1.10.2015.

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