Model for Managing Corporate Social Responsibility

Tamara Vlastelica Bakić; Slavica Cicvarić Kostić; Ema Nešković

doi:10.7595/management.fon.2015.0002

Tamara Vlastelica Bakić University of Belgrade, Faculty of Organizational Sciences
Slavica Cicvarić Kostić University of Belgrade, Faculty of Organizational Sciences
Ema Nešković University of Belgrade, Faculty of Organizational Sciences

DOI: https://doi.org/10.7595/management.fon.2015.0002

Abstract

As a crossfuncional process in the organization, effective management of corporate social responsibility requires a definition of strategies, programs and an action plan that structures this process from its initiation to the measurement of end effects. Academic literature on the topic of corporate social responsibility is mainly focused on the exploration of the business case for the concept, i.e., the determination of effects of social responsibility on individual aspects of the business. Scientific research so far has shown not to have been committed to formalizing management concept in this domain to a satisfactory extent; it is for this reason that this paper attempts to present one model for managing corporate social responsibility. The model represents a contribution to the theory and business practice of corporate social responsibility, as it offers a strategic framework for systematic planning, implementation and evaluation of socially responsible activities and programs.

Author Biographies

Tamara Vlastelica Bakić, University of Belgrade, Faculty of Organizational Sciences

Tamara Vlastelica Bakić, PhD, is an Assistant Professor at the Department for Marketing and Public Relations, Faculty of Organizational Sciences, University of Belgrade. She is the author of the book “Media Campaign – publicity and advertising” and a co-author of the book “Public Relations Best Practice 2011 and 2013”. She is a corporate communications consultant in Victoria Group and was Head of Marketing and Corporate Communications in Deloitte, Corporate Affairs manager and after that a Consultant in Coca-Cola Hellenic, (2007- 2011). She was a member of the Managing board of Smart Kolektiv and Public Relations Society of Serbia. Her other responsibilities include a chairperson of the Working Group of United Nations Global Compact for the national CSR strategy. She started her career as a producer of documentaries for foreign TV stations ARD, WDR, Televisione Swizzera-Italiana, etc. Vlastelica Bakić is member of the International Public Relations Association (IPRA), Serbian Association of Managers (SAM), and corporate representative in the American Chamber of Commerce (AmCham), Foreign Investors Council (FIC), Business Leaders Forum (BLF).

Slavica Cicvarić Kostić, University of Belgrade, Faculty of Organizational Sciences

Slavica Cicvarić Kostić, PhD, is an Assistant Professor at the Department of Marketing and Public Relations, Faculty of Organizational Sciences, University of Belgrade. She is the author of books in the fields of branding and communications. She is a Chartered Management Institute approved trainer, level 5/7. Slavica is a lecturer at international studies (joint programmes with Middlesex University London and University of Ljubljana). Her other responsibilities include a consultant in the fields of public relations and marketing for organizations of corporate and public sectors. She worked as a Director of Business Development in the international consulting company for communications, Hauska & Partner International Communications. She was a Public Relations Manager in the MPC Properties investment company, which was a strategic partner of Merrill Lynch. She is a member of the European Marketing Academy EMAC, International Advisory Council for the Marketing Profession, Council of the Public Relations Society of Serbia, and a member of professional jury for annual public relations awards, as well as marketing communications awards.

Ema Nešković, University of Belgrade, Faculty of Organizational Sciences

Ema Nešković, MSc, is an Assistant Lecturer at at the Department for Marketing and Public Relations at the Faculty of Organizational Sciences, University of Belgrade. She got her bachelor’s degree from the Faculty of Organizational Sciences in 2010 and completed her master studies in 2013. Prior to that, she was a member of the winning team at Hult Global Case Challenge 2011, Balkan Case Challenge 2009, and many other case study competitions. Ema is currently involved in preparing students for global case competitions. She was the holder of Ministry of education grant, Republic foundation for the development of scientific and artistic youth grant and Dositeja grant for best students in Serbia.”

Model for Managing Corporate Social Responsibility

Abstract

Author Biographies

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