engleski

Can`t Beat the Real Thing

The CSR engagement of multinational companies in former communist states should be considered in its particular context. The move from socialist to capitalist-based economies has had far-reaching effects. Although the effects have been different in different countries, there are some common external and internal factors that have characterised the change. Externally, the loosening of economic and political dependency with the Soviet Union and the role of international financial institutions particularly in the badly indebted countries has had a profound affect. In terms of public relations generally, activity was at a nascent stage. There was a low level of trust between people and people and organisations. In these countries public relations’ role was to create, sustain and develop relationships. Interpersonal communication was very important. That is the context in which publishing a CSR report was a multidimensional and pioneer company act. Considering the ways in which companies in Croatia reported on the impact of their activities on society and on the environment, suggesting that competences built through reporting contributed to strengthened strategic management approaches based on shared values, mission, and objectives which enriched the authentic engagement in CSR field. The importance of accountability for organizational performance to internal and external stakeholders was increasingly recognized as a key aspect of socially responsible business. The motives for, and impacts of, reporting varied according to context, and were under-researched. However, in the first half of the last decade, in Croatia, there has been a strengthening of the ‘sustainability field’, in terms of inter-relationships between business leaders, support institutions, academics, consultants, international actors, and local NGO activists. The impact of the field on businesses outside has been slower to develop with very few Croatian companies reporting on their environmental, social or sustainability performance and even fewer using the GRI reporting standard. In the meantime the situation has profoundly changed with Croatian companies reporting on a much bigger scale, using GRI standards and measuring up against sustainability index of Chamber of Commerce.

sustainability; corporate social responsibility; authenticity

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