engleski

In Search for Company Sustainable Value

Inadequate company management can often be perceived as the main cause of severe social, environmental and contemporary market issues. General perception is that companies try to generate maximum profit at the expense of the society and the environment. However, contributions of business sector to sustainable development issues became relevant success factor during the last two decades. This is one of the important reasons why sustainability and Corporate Social Responsibility (CSR) have become important concepts in business management. Managers became aware that environmental and social problems are not exclusively PR issues and that they represent opportunities that may lead to future business and social growth. Sustainability and CSR strategies significantly propel development and innovations of the companies, along with the positive effects for society in general. In other words, it is a way to create economic value with a sustainable adjective for the company and its stakeholders. In the past, concepts like sustainability and CSR were often associated with environmental problems and efforts to limit the negative impact on the environment. However, new market trends indicate that there are much more than pure ecological concerns. Stakeholder groups are now searching for information’s regarding sustainable value that company derives from its CSR strategies. Sustainable value of a company is inevitably being shared in cooperation with the stakeholders. The more companies spread their sustainable activities to specific environmental or social impacts, than more added values should be created for the society in general. The aim of this paper is to examine the process of distributing sustainable value between the company and its stakeholders and presenting management and development opportunities for analyzing this type of value in the future.

Sustainable value, Corporate Social Responsibility, Stakeholders, Triple Bottom Line, Sustainability, Company

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