Uporedna analiza prezentacija strategije KDO i očekivanja potrošača u Srbiji
Sažetak
Korporativnu društvenu odgovornost (KDO) kao široko prihvaćen pristup kompanije primenjuju ne samo da bi ostvarile uticaj na društvo već vrlo često i kao moćno sredstvo formiranja imidža među potrošačima i postizanja bolje vidljivosti na tržištu. Kako bi se uporedili koncepti KDO vodećih kompanija u Srbiji kao zemlji u dugoj post socijalističkoj tranziciji, sa očekivanjima potrošača, izvršena je pretraga prezentacija vodećih kompanija na internetu i izvršeno istraživanje među potrošačima na bazi upitnika. Dobijeni rezultati ukazuju da su prezentacije programa KDO vodećih kompanija u Srbiji u koliziji sa očekivanjima potrošača, kako u pogledu motiva za realizaciju aktivnosti KDO, tako i u pogledu samih aktivnosti. Kompanije uglavnom ističu motive vezane za uspeh kompanije dok potrošači više vrednuju očekivanja vezana za motive usmerene na interesne grupe, kao i motive vezane za društvene vrednosti. Zaštita životne okoline je jedina aktivnost kojoj visok značaj pridaju i potrošači i kompanije. Očekivanja potrošača su najviša kada su u pitanju aktivnosti usmerene na same potrošače, zaposlene, pa i dobavljače dok kompanije retko ističu ove aspekte KDO. Nasuprot tome, podrška socijalnim pitanjima i donacije kao česti elementi KDO uključeni od strane kompanija ne nailaze na visoka očekivanja potrošača.
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