Kate Trajkova
Marko Andonov
Zoran Mihajloski

University American College Skopje, Street: Treta Makedonska Brigada no. 60 Skopje, Macedonia

2nd International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2018 – Graz, Austria, November 8, 2018, CONFERENCE PROCEEDINGS published by the Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-13-4


In conditions of strong global pressure from the socio-economic and environmental demands of the environment, the transformative model of creating social values becomes a growing challenge for the business community. The transformative approach to socially responsible action focuses on the macro (national) level implies the interconnection of social-economic and environmental systems, for which, through deeper changes in national strategies, management is optimized for achieving higher changes in the human and eco-system. This level of approach has the key to essential changes at the societal, organizational and individual levels. The transformative approach to CSR, known as the DNA model for CSR 2.0 is the new holistic approach to strategizing the concept in the current economic conditions – ages of responsibility. The article analyses and evaluates CSR 2.0, and also shows basic differences between the classic and new approach for the concept strategy.

The focus of scientific interest is degree of creating CSR policies based on the DNA 2.0 model. Research was conducted in 155 Macedonian companies from a deliberate target sample of companies. According to the principles of general methodology and specifics of the subject, research was conducted on two levels: theoretical and empirical level.

Key words

CSR policy, CSR strategic dimension, Social shared values


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