IMPORTANCE OF ENVIRONMENTAL AND PUBLIC HEALTH ACTIVITIES FOR CORPORATE REPUTATION

Abstract

Various studies and scientific papers have been published on the topic of Corporate Reputation focusing on different aspects of it and the importance it represents for organizations as an intangible resource. In this paper we attempt to analyze the importance of Corporate Social Responsibility (CSR) as a key factor of Corporate Reputation and Public Health. We observe a reputation change of organization, where sustained success is less determined by what is said, usually through the mass media, but more by what is done, consistent performance and keeping the brand's promise. Corporate social responsibility describes a process in which corporations integrate social and environmental strategies into their business operations and connections with the stakeholders on a voluntary basis. Social responsibility of a company can be defined as the accountability that a company has towards its consumers, workers, other stakeholders and general corporate citizenship. Universal aim of CSR is the improvement of social standards, while maintaining profitability and performance of the company. Companies that engage in CSR have the ability while creating profit, to also further advance sustainability, environmental protection, social responsibility and consumer interest. Organizations today achieve a sustained competitive advantage in the long-term by implementation of ecological models and green technologies that the public perceives as important for better health and quality of life. Corporate social responsibility is vital not just for the company’s reputation, but for environment, society, public health and future of the world.