engleski

MUNICIPAL SOCIAL RESPOSIBILITY

The implementation of the concept of social responsibility in urban governance, usually called as municipal social responsibility (MSR, ) is becoming nowadays a challenge and necessity. Local governments, as key bearers of smart, sustainable and inclusive development, should be role models and leaders of responsible business. MSR is the key tool for supporting sustainable competitiveness. Since MSR is a complex and multidimensional concept, the process of its implementation differs among cities. Besides, while the impact of implementation of corporate social responsibility in the business sector have been elaborated in many scientific research studies, the implementation of MSR has been elaborated rarely. The purpose of the paper is to point out the importance of implementation of MSR into the internal dimensions of urban governance and towards different external stakeholders. The aim of the paper is to analyse the contribution of MSR to internal processes and relations with external stakeholders. The paper presents the results of the empirical multidimensional analysis of the process of implementation of MSR in the city of Pula, Croatia. The research results contribute to better understanding of the importance and long-term benefits of implementation of MSR for various stakeholders

municipal social responsibility, urban governance, sustainable cities, sustainable competitiveness, stakeholders

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