engleski

How to Regain the True Meaning of Corporate Social Responsibility?

This paper aims to unfold a vision for social and economic reform in the transitional world. It reveals how and why some inconsistencies occur in the economy. It explores whether organizational identity in transitional countries has been positively or negatively affected by a version of capitalism resistant to human rights issues. Transitional nations struggle heavily to achieve their own social progress, yet constantly fail to comply its corporate governance to their proper corporate purpose, fail to regain control over its own economic policy, and miss to concentrate on domestic needs. Originally, a corporation is both: a social enterprise (raising the issue of society), and an economic organization (raising the issue of acquiring wealth). Ethical prospective of a corporation aspires to discover and explicate the way how achieving one can ensure the other. Since the whole money in global economy has been created as a debt, it is obvious that values have twofold meaning: in economy their monetary measure has been considered ; in ethics the intrinsic worth of principles that constitute ethical conduct for businesses, has to be considered. This paper does not examine corporate design ; it focuses on corporate communication, having in mind: the nature of corporate communication is the key component of corporate identity, if only it has been released from obstacles that lack economic and moral validity. Organizational identity and its public relations must rely upon the framework of intrinsic purpose for corporate social responsibility ; that is, in order to avoid coercion, organizational identity must be constituted far off the line of invalid debt, unjust trade, and their underlying monetary structures.

corporate identity, corporate social responsibility, economy, ethics, transitional countries

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