3. mednarodna konferenca - irdo · 2011. 10. 26. · matja` mulej, zaslu`ni profesor (um epf),...

3. mednarodna konferenca

Dru`bena odgovornost in izzivi ~asa 2008

Prispevki dru`bene odgovornosti k dolgoro~ni uspe{nosti vseh udele`encev

na trgu

ZBORNIKPOVZETKOV PRISPEVKOV

3rd international conference

Social responsibility and current challenges 2008

Social responsibility as contribution to stakeholders' long term

success in market

CONFERENCE PROCEEDINGS ABSTRACTS

Maribor, 5. - 6. junij 2008

IRDO - In{titut za razvoj dru`bene odgovornostiPreradovi~eva ulica 26, 2000 Maribor

e-po{ta: [email protected]://www.irdo.sitel.: 031 344 883fax: 02 429 71 04

Zbornik prispevkov je sestavljen iz dveh delov - tiskani del zbornika s povzetki prispevkov in zgo{~enka s celotnimi prispevki predavateljev.

Sklepi konference so objavljeni na spletni strani www.irdo.si.

Urednika: Anita Hrast, ddr. Matja` MulejZaloìl: IRDO - In{titut za razvoj dru`bene odgovornosti / zanj Anita Hrast

Grafi~no oblikovanje, tehni~na ureditev in produkcija: Hiper Design - Uro{ Zupan~i~ s.p. (naslovnica, zgo{~enka), Dorado Design - Kristijan Blaì~ s.p. (zbornik)

Za verodostojnost besedil odgovarjajo avtorji sami. Prispevki niso lektorirani.

CIP - Katalo`ni zapis o publikacijiNarodna in univerzitetna knji`nica, Ljubljana

CIP za tiskani del zbornika

316.613:159.947.23(063)(082)174(063)(082)

MEDNARODNA konferenca Dru`bena odgovornost in izzivi ~asa (3 ; 2008 ; Maribor)

Prispevki dru`bene odgovornosti k dolgoro~ni uspe{nosti vseh udeleèncev na trgu : zbornik povzetkov prispevkov = Social responsibility as contribution to stakeholders' long term success in market : conference proceedings abstracts / 3. mednarodna konferenca Dru`bena odgovornost in izzivi ~asa 2008 = 3rd International Conference Social Responsibility and Current Challenges 2008, Maribor 5.-6. junij 2008 ; [urednika Anita Hrast, Matja` Mulej]. - Maribor : IRDO - In{titut za razvoj dru`bene odgovornosti, 2008

ISBN 978-961-91828-2-61. Gl. stv. nasl. 2. Vzp. stv. nasl. 3. Dru`bena odgovornost in izzivi ~asa 4. Social Responsibility and Current Challenges 5. Hrast, Anita239268608

CIP za elektronski del zbornika

316.613:159.947.23(063)(082)(086.034.4)174(063)(082)(086.034.4)

MEDNARODNA konferenca Dru`bena odgovornost in izzivi ~asa (3 ; 2008 ; Maribor)

Prispevki dru`bene odgovornosti k dolgoro~ni uspe{nosti vseh udeleèncev na trgu [Elektronski vir] : zbornik prispevkov / 3. mednarodna konferenca Dru`bena odgovornost in izzivi ~asa 2008,Maribor 5. in 6. junij 2008 ; urednika Anita Hrast, Matja` Mulej. -Maribor : IRDO - In{titut za razvoj dru`bene odgovornosti, 2008

ISBN 978-961-91828-3-31. Gl. stv. nasl. 2. Dru`bena odgovornost in izzivi ~asa 3. Hrast, Anita239291136

^astni pokrovitelj: dr. Danilo Türk,

predsednik Republike Slovenije

KAZALO VSEBINE

1 Predgovor .......................................................................................... 8

2 Program............................................................................................ 122.1 Programski odbor konference .............................................................................................. 122.2 Organizacijski odbor konference.......................................................................................... 122.3 Program konference ............................................................................................................ 132.4 Conference Programme........................................................................................................ 16

3 Povzetki referatov predavateljev........................................................ 193.1 Institucionalni pogledi na razvoj dru`bene odgovornosti ...................................................... 19

3.1.1 Izobilje brez dru`bene odgovornosti = globalna rev{~ina? ..........................................21ddr. Matja` Mulej, zaslu`ni profesor (UM EPF), predsednik Strokovnega sveta in{tituta IRDOAnita Hrast, direktorica IRDO - In{titut za razvoj dru`bene odgovornosti

3.1.2 Pregled dogajanj na podro~ju dru`bene odgovornosti v Evropski uniji ..........................22Meta [toka Debevec, sekretarka na Ministrstvu za delo, druìno in socialne zadeve

3.1.3 Vzpostavitev partnerskega odnosa med varuhom ~lovekovih pravic in zainteresiranimi javnostmi ......................................................................................23mag. Kornelija Marzel, namestnica varuhinje ~lovekovih pravic, Urad varuha ~lovekovih pravic v Sloveniji

3.2 Primeri dobre prakse: Nem~ija in Avstrija ............................................................................ 253.2.1 Rethinking Responsibility - CSR and its role for business, society and politics ..................27

Anna Peters, Project Manager Corporate Social Responsibility, Bertelsmann Foundation, Germany

3.2.3 The Trigos award helps Austrian companies to communicate CSR ................................29Mag. Dr. Iris Straßer, STRASSER & STRASSER Consulting GmbH

3.3 Teoretski pogledi na dru`beno odgovornost - odnosi z javnostmi, ogla{evanje, mediji .......... 313.3.1 Longitudinalna analiza poro~anja o dru`beni odgovornosti: primer izbranih

slovenskih dru`b ..................................................................................................33doc. dr. Ur{a Golob, Fakulteta za dru`bene vedeNina Valentin~i~, Absolventka, Fakulteta za dru`bene vede

3.3.2 V pri~akovanju novega etosa v ogla{evanju ............................................................34Maja Hawlina, direktorica Studia Poper

3.3.3 Mediji kot ogledalo dru`benega odnosa do vpra{anj varstva okolja in narave ..............35Urban êrvek, Delo, d. d.

3.3.4 Odnosi z javnostmi in dru`bena odgovornost ..........................................................36mag. Simona @ièk [arotar, Martina Mau~ec, Ekonomsko-polvna fakulteta Univerze v Mariboru

3.3.5 Popolnoma odgovorno upravljanje kot element dolgoro~nih konkuren~nih prednosti ........37mag. [tefka Gorenak, predavateljica na Visoki komercialni {oli Celje

3.3.6 Strategies for dealing with poverty in South America's agriculture: The Heissenberger Case as an Austrian CSR Initiative ................................................38 Dr. Gerald Steiner, Institute of Systems Sciences, Innovation and Sustainability Research,University of GrazDr. Filippina Risopoulos, Institute of Geography and Regional Science, University of GrazMartin Heissenberger, Master student at the Institute of Systems Sciences, Innovation and Sustainability Research, University of Graz

3.3.7 The individual and corporate social responsability ....................................................40Prof. Dr. Timi Ecimovic, Dr.h.c., Prof. Dr. Mark Esposito, Prof. Em. DDr. Matjaz Mulej and Sir Prof. Dr. Roger B. Haw ANSTED University, Penang, Malaysia etc.

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3. mednarodna konferenca: Dru`bena odgovornost in izzivi ~asa 2008Prispevki dru`bene odgovornosti k dolgoro~ni uspe{nosti vseh udeleèncev na trgu - zbornik prispevkov

3.4 Kako do sredstev za razvoj dru`bene odgovornosti? ............................................................ 433.4.1 Dru`bena odgovornost na podro~ju evropske kohezijske politike ..................................45

dr. Breda Mulec, vodja Sektorja za pravne zadeve in vodenje javnih naro~ilDirektorat za evropske zadeve in investicije, Ministrstvo za okolje in prostor

3.4.2 Evropska nepovratna sredstva v sferi dru`bene odgovornosti........................................46Beno Stern, MBA, direktor Pro-Eco d.o.o.

3.5 Primeri dobre prakse na podro~ju dru`bene odgovornosti .................................................... 473.5.1 Zaposlenim prijazno podjetje: {tudija primera Domenca skupina..................................49

Miha Rejc, vodja korporativnega komuniciranja in odnosov z javnostmi v skupini Domenca3.5.2 Danes sem sli{ala tvoj sr~ek - donacija Telekoma Slovenije vsem slovenskim

porodni{nicam ....................................................................................................50Tina Cipot Mal, odnosi z javnostmi, Telekom Slovenije

3.5.3 Trimo in Planet Positive: Inovativnost za trajnostni razvoj ..............................................51mag. Danijel Zupan~i~, namestnik glavne direktorice za tehni~no podro~je in tehni~ni direktor, TRIMO d.d.

3.5.4 Pomen korporativne dru`bene odgovornosti v zavarovalni{tvu ......................................52mag. Bo{tjan Jenko, izvr{ni direktor sektorja korporativnega marketinga KD @ivljenje, zavarovalnica, d. d.

3.5.5 Sinergija: dru`bena odgovornost nastaja kot rezultat usklajenih odnosov ......................53Olivera Ba}ovi} Dolin{ek, Rajko Dolin{ek, direktorja Informa Echo, d.o.o.

3.5.6 Dru`bena odgovornost do okolja in sistemi ravnanja z okoljem (ISO 14001, EMAS) ........55Blanka Kaker, Slovenski institut za kakovost in meroslovje

3.5.7 Osebne vrednote in odgovorno vodenje ..................................................................57Nikola [opar, vodja kakovosti, Hermes Softlab, d.d.

3.6 Aktivnosti strokovnih zdruènj v Sloveniji na podro~ju razvoja dru`bene odgovornosti.......... 593.6.1 Vloga in pomen vklju~evanja dele`nikov, komunikacijske podpore in nevladnih

organizacij pri uresni~evanju dru`bene odgovornosti podjetij ....................................61Darinka Pek Drapal, direktorica Consensus d.o.o.

3.6.2 Razvoj dru`bene odgovornosti v Sloveniji 2004-2008 in aktivnosti in{tituta IRDO ..........63Anita Hrast, ddr. Matja` Mulej, in{titut IRDO

3.6.3 Predstavitev DOP iniciative ....................................................................................64Mateja [tebe, svetovalka za mednarodno sodelovanje pri Zdruènju delodajalcev Slovenije - ZDS

3.6.4 Dobi~ek vrednot - dru`beno odgovorno upravljanje podjetij za trajno in uspe{no poslovanje - pogled kr{~anskih poslovneèv..................................................65dr. Drago Rudel, predsednik ZKPS, in Pierre Lecocq, UNIAPAC Europe

3.6.5 Komunikacijska stroka in dru`bena odgovornost ........................................................67Alenka Jakomin in Polona Marin~ek, Sekcija za spodbujanje dru`bene odgovornosti pri Slovenskem dru{tvu za odnose z javnostmi

3.6.6 Slovensko zdruènje ZN za trajnostni razvoj ............................................................68Jadranka Jezer{ek Turnes, Consensus d.o.o., ~lanica Slovenskega dru{tva ZN za trajnostni razvoj

3.6.7 Vklju~evanje dru`bene odgovornosti v mala in srednje velika podjetja - teàve, orodja, uspehi, izzivi ................................................................................70Mojca Tomin{ek, samostojna svetovalka, [tajerska gospodarska zbornica

3.6.8 »Trdo delaj in pomagaj sosedu« ............................................................................71Drago Gajzer, predsednik SKEI TAM

3.6.9 Objave v medijih o dru`beni odgovornosti - razvoj v Sloveniji od leta 2006 do 2008 ......72Anita Hrast, direktorica in{tituta IRDO, Tatjana Novak, direktorica Press Clipping d.o.o.

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4 Referati predavateljev v celoti (na zgo{~enki) ......................................73

5 Reference predavateljev ....................................................................74

6 Sklepi konference.............................................................................. 84

7 Organizatorji, sofinancerja, sponzorji..................................................857.1 Organizatorji ...................................................................................................................... 857.2 Sofinancerja ........................................................................................................................ 857.3 Medijski pokrovitelji ............................................................................................................ 867.4 Sponzorji ............................................................................................................................ 86 7.5 Kompenzacijski sponzorji .................................................................................................... 877.6 Donatorji ............................................................................................................................ 87

8 Dodatek ............................................................................................888.1 Predstavitev WWW.NFRCSR.ORG, mednarodnega informacijskega portala za

dru`beno odgovornost podjetij ........................................................................................ 888.2 IRDO MOZAIK .................................................................................................................... 908.3 Nacionalna nagrada za dru`beno odgovornost prvi~ v Sloveniji .................................... 948.4 Vabilo za ~lanstvo v in{titutu IRDO.................................................................................... 95 8.5 ANSTED UNIVERSITY To promote WORLD PEACE through cultivating Corporate

Social Responsibility (CSR) Practice .................................................................................. 98

9 Zahvala .......................................................................................... 108

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1 PREDGOVOR

DRU@BENA ODGOVORNOST SE TIÊ OBSTOJA CIVILIZACIJE

Spo{tovani udeleènci 3. posvetovanja 'Dru`bena odgovornost in izzivi ~asa'!

Dru`bena odgovornost v Sloveniji je kot travnik, ki bi ga èleli spremeniti v njivo, da bi na njej zraslo kajuporabnih plodov za ~love{tvo. Delo na tej njivi ni lahko. A kljub vsem oviram, predvsem finan~nim,nadaljujemo s trudom in orjemo ledino glede dru`bene odgovornosti. Nismo povsem prvi, ki so se lotili tetematike, a smo prvi, ki se je posku{amo lotevati kot specializiran in{titut in to tak brez dràvnih jasli.Konec maja 2008 smo o dru`beni odgovornosti razpravljali na sre~anju rotarijcev v Mariboru in dobilipred o~i spoznanje, da je v zgodovini vsaka dru`ba propadla, ko je v njej zmanjkalo dru`beneodgovornosti. Torej ne gre zgolj za dobrodelnost, druìni in zaposlenim prijazne delodajalce in prodajalceter varstvo okolja, ampak so to delne pojavne oblike zelo pomembnega razvojnega trenda. Kot smo ugotovili v eni od na{ih - {e ne dokon~anih - raziskav, predstavljenih na taki konferenci v l. 2007,ima prof. Porter kar prav, ko govori o {tirih fazah razvoja podlag za konkuren~nost. Po naravnih virih in(prete`no tujih) investicijah pridejo v ospredje inovacije in ustvarijo bogastvo, izobilje. Slednje je tiso~letjastar sen in cilj ~love{tva, a tudi slepa ulica, saj povzro~a konec motivacije delati z namenom imeti, saj~lovek è ima vse. ê ne bo ~love{tvo iz te faze pre{lo v fazo ustvarjanja, prepletenega z dru`benoodgovornostjo, se mu slabo pi{e. Nara{~anje kulta prostega ~asa, zlorab drog ipd. kaèjo, da negovorimo o neki zelo oddaljeni prihodnosti. S tem pojavom se da meriti, koliko je dru`bene odgovornosti.Podobno prav najbr` ima prof. Stern, ki je objavil knjigo o ekonomskih posledicah desetletij zanemarjanjaskrbi za naravno okolje, kar je edina od bistvenih pojavnih oblik pre{ibke dru`bene odgovornosti, hudezlorabe Adama Smitha s teorijo nevidne roke, ki sama uveljavlja dru`beni optimum, ne da kdo posebejskrbi zanj, in zakona o eksternih ekonomikah. Odloèni namesto pokriti stro{ki povzro~ajo po izra~unihSterna, raziskovalca Svetovne banke, da je dani porast bogastva navidezen, bolj knjigovodski kotdolgoro~no ekonomski, saj bodo stro{ki za obnovo nujnih pogojev za preìvetje ljudi po najlep{emscenariju stali ve~ kot obe svetovni vojni 20. stoletja skupaj, po huj{em pa tudi 20% svetovnega GDP.Ekonomisti torej hvalijo uspeh napredka, ki ga omogo~ajo konkuren~ni pritisk, podjetni{tvo in inovacije,dopolnjeni s koristno rutino brez {kodljivega rutinerstva, z navidezno to~nimi podatki.

Trenutno stanje glede odpadkov, katerih iz profitnih razlogov in zaradi pomanjkanja dru`beneodgovornosti nih~e ne pospravlja npr. v Neaplju na jugu Italije, je enostavno razpoznavna slika, kam vodizloraba zakona eksternih ekonomik in teorije nevidne roke v sodobni praksi. Ekonomski zakoni ne delujejo,ker jim neodgovorni ljudje, ki razmi{ljajo po zelo ozkih in kratkoro~nih merilih u~inkovitosti, ne dovolijodelovanja. Tako velja na svetovni ravni. V obmo~jih najve~je blaginje - izobilja ekonomski zakoni tudi nedelujejo ve~, ker ne velja ve~ njihova osnovna predpostavka, da je virov premalo za dane potrebe. V~asih Adama Smitha je to dràlo, za najrazvitej{i svet ne drì ve~. Podjetja re{ujejo poloàj kratkoro~notako, da ustvarjajo navidezne potrebe iz èlje, torej pogosto neutemeljene. Z njimi zagotavljajo zaposlo-vanje in dobi~ke, a hkrati uni~ujejo po nepotrebnem naravno okolje, brez katerega ~love{tvo ne moreìveti iz svojih biolo{kih razlogov, in naravne vire, ki jih vse bolj zmanjkuje. Ne za potrebe, ampak zanavidezne potrebe ljudi. Namesto kulta ustvarjalnosti velja kult lenobe in praznega prostega ~asa.

V vsaki svetovni civilizaciji, v kateri se je razvila taka etika neodgovornosti namesto osebne, podjetni{kein dru`bene odgovornosti, je v fazi po izobilju sledil propad, pove zgodovina. Mesto Rim je padlo odmilijona na vsega 10.000 prebivalcev. Sodobna obmo~ja tkim. èleznega pasu v severnih predelih ZDAs Pittsburghom in sosednjimi mesti doìvljajo podobno usodo. Ljudje se mnoì~no izseljujejo in najboljnapredujejo obmo~ja, ki v njihovi etiki velja najve~ dajanje prednosti toleranci, ki privablja talente, ~etudise obna{ajo svojstveno in ne rutinersko, zato je tam vredno tudi nalagati v tehnologijo.

Ustvarjalnost spada med osrednje oblike sodobne dru`bene odgovornosti posameznikov in institucij, ki zanjihovo delovanje zagotavlja osnovne pogoje.

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Torej gre za temo, za katero bi tudi Slovenija utegnila biti krepko zainteresirana. Zato smo v IRDO pripraviliosnutek za dru`beno strategijo razvoja dru`bene odgovornosti. Povzela sva ga v svojem konferen~nemprispevku.Zdaj pa {e nekaj optimisti~nih vidikov.Ob pripravah za predstavitev IRDO in razvoja delovanja slovenske dru`be glede dru`bene odgovornosti,za kar je bilo ve~ prilo`nosti v maju 2008, smo ugotovili, da se spisek pomembnih dogodkov vsako leto{iri, a je {e dale~ od tega, da bi dru`bena odgovornost è postala prevladujo~a etika in praksa vSloveniji, {ir{e po Evropi in po svetu.

V tej lu~i ne kaè obupavati in {e manj odnehati. Program leto{nje 3. konference in{tituta IRDO je rasel zvedno novimi prijavami, tako da smo jih kar nekaj morali tudi zavrniti, saj je v programu preprostozmanjkalo ~asa za vse, ki bi imeli kaj prispevati iz svojih raziskovanj in prakse svojih organizacij.Veseliti se kaè tudi tega, da je ~astno pokroviteljstvo nad 3. konferenco in{tituta IRDO prevzel predsednikRepublike Slovenije prof. dr. Danilo Türk. Smrt prej{njega predsednika dr. Janeza Drnov{ka in ~astnegapokrovitelja konference Dru`bena odgovornost in izzivi ~asa v preteklih dveh letih nas je potrla, a sodelo-vanja in{tituta IRDO z najbolj odgovornimi organi Slovenije ni uni~ila. Torej v preteklih letih ni {lo le zaosebno gesto velikega humanista, ampak se za enako velikega humanista s {irokim pogledom naprihodnost Slovenije in sveta, ne le z besedami, ampak tudi z obse`no svetovno in lokalno dejavnostjo,kaè tudi njegov naslednik.

Nadalje nas veseli, da so posvetovanje letos delno podprli tudi nekateri vladni organi in obve{~evalcijavnosti. To so pomembni koraki naprej.

Anita Hrast, zasl. prof. ddr. Matja` Mulej,ustanoviteljica in direktorica in{tituta IRDO predsednik Strokovnega sveta in{tituta IRDO

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SOCIAL RESPONSIBILITY IS ABOUT SURVIVAL OF HUMANKIND

Dear and estimated delegates to the 3rd Conference on 'Social Responsibility and Current Challenges2008'!

In Slovenia, social responsibility is like a meadow to be turned in a field to yield some useful fruits forhumanity. Work on this field is not easy. Despite of all obstacles, especially the financial ones, we do notgive up and continually do our pioneering work about social responsibility. We have not been the veryfirst pioneers concerning this topic, but we are the first ones trying do work on it as a specialized researchorganization with no assured public resources.In the last days of May 2008 we were discussing social responsibility with the Rotary Club in Maribor.We learned historical data that every society had vanished one it lost social responsibility. The latter,hence, reaches far beyond sponsorship and donator-ship, companies' friendly relation to their employees,customers, families, and natural environment; these are partial forms of a very crucial development trend.We found in our - unfinished as yet - investigations that we have talked about in IRDO 2007 conference,Prof. Porter was very right when talking about four phases of development of the basis of competitiveness.After the natural resources and (predominantly foreign) investment the leading role belongs to innovation,which results in affluence. Affluence has been millennia old dream and objective of humankind, but alsoits blind alley: it causes the end of motivation to work in order to have, because one has everything. Ifhumankind does not make it from this phase to the phase of creation in synergy with social responsibility,its fate is far from bright. The increasing cult of free time, abuse of drugs, etc., point out the danger thatwe are not talking a very far future. These attributes can serve for measurement how strong or absent issocial responsibility.

Similarly correct is, most likely, Prof. Stern who has published a book on economic consequences ofdecades of human neglecting of its care for its natural environment, which is actually an essential form ofa too poor social responsibility, a terrible abuse of Adam Smith with his theory of invisible hand that issupposed to provide for the social optimum on its own with nobody's specific care for it, and of the lawof external economics. The postponed rather than covered cost, according to Stern's calculations (as aresearcher in the World Bank) cause the demonstrated growth of wealth to be fictitious, a book-keepingrather than long-term economic story: cost for renewal of the unavoidable preconditions for humankind'ssurvival will be in the best case scenario bigger than both world wars of the 20th century together, in aless optimistic scenario they will diminish the world-wide GDP for 20%. Thus, economists praise withfictitiously correct data the success of progress which is enabled by the competitive pressure, entrepre-neurship, and innovation that are complemented up by the useful routine with no harm-full routine-cherishingbehavior.

The given state of handling waste that nobody clears for profit reasons and for a lack of social responsibilitye.g. in Naples in South Italy, is a simple-to-understand picture whereto does the abuse of the law of externaleconomics and the law of invisible hand lead in the current practice. Economic laws do not work, becauseirresponsible people who apply narrow-minded and short-term criteria in their monitoring, perception,thinking, emotional and spiritual life, decision making and action, do not them work. The same is true onthe global level. In areas of the biggest richness - affluence the economic laws also fail to work, becausetheir basic supposition no longer works: resources are no longer much smaller than needs. They were smallerin Adam Smith' times, but no longer in the most advanced areas. Companies seek short-term solutions bychanging wants to needs, often with no real backing. Thus they provide jobs and profits, but at the sametime they destroy, with no real need, the humankind's natural environment without which humankind cannotlive for its biological reasons, and natural resources that are increasingly scarce. Not for needs, but forfictitious needs. The cult of creativity cannot destroy the cults of lazy life and empty free time.

Every world's civilization in which ethics of irresponsibility has emerged instead of ethics of personal,company, and social responsibility, faced after its phase of affluence its deterioration, history says. The cityof Rome fell from one million to only ten thousand inhabitants. The contemporary areas of the called iron

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belt in northern USA with Pittsburgh and neighboring cities are facing a similar fade. People move out inbig numbers. The biggest progress is taking place in areas with ethics favoring tolerance that invites talentsdespite of their specific behavior refusing routine, and hence it makes sense to invest in technology in theseareas.Creativity belongs to the central forms of social responsibility of individuals and institutions providing thebas preconditions for creative people to work.Thus, social responsibility is a topic in which Slovenia might have a great interest. This is why in IRDO wehave drafted social strategy for development of social responsibility. We summarized it in our conferencecontribution.

Let us now turn to some optimistic aspects.In May 2008 there were several opportunities for IRDO to present itself and the evolution of working ofthe Slovenian society concerning social responsibility. In preparation for them we found that the list ofimportant events has grown from year to year, but it still far away from making social responsibility aprevailing ethic and practice in Slovenia, elsewhere in Europe, and around the globe.Thus, it makes no sense to be desperate or even give up. Program of the 3rd IRDO conference 2008 hasbeen growing with new and new applications of speakers. We had to refuse quite a number of thembecause the program was no longer able to incorporate all of them who would be able to contribute fromtheir research and practice of their organizations.

We are also very glad to see the president of Slovenia Prof. Dr. Danilo Türk to be the honorary sponsorof the 3rd IRDOconference. The death of the previous president and honorary sponsor of the 1st and 2ndIRDO conferences Dr. Janez Drnov{ek left as devastated. But it did not ruin IRDO's co-operation with themost responsible institutions of Slovenia; thus the point was not only in a personal gesture of a greathumanist, but his successor shows up as a similarly great humanist with a broad view of the future ofSlovenia and the world, not only in his words, but also in his enormous world-wide and local activity.

Last, but not least, we are very glad to see the 3rd IRDO conference supported by some governmentbodies and public media. These are important steps forward.

Anita Hrast, Prof. Emer. DDr. Matja` Mulej,Establisher and Manager of IRDO Chair of the Expert Board of IRDO

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2 PROGRAM

2.1 PROGRAMSKI ODBOR KONFERENCE

ddr. Matja` Mulej, zaslu`ni profesor, Ekonomsko-poslovna fakulteta Univerze v Mariboru in In{titut IRDO, predsednikProgramskega odbora konference in predsednik Strokovnega sveta in{tituta IRDOMagdalena Tovornik, vi{ja svetovalka predsednika RS za politi~ne zadeve in ~lanica Strokovnega sveta in{tituta IRDOMeta [toka Debevec, sekretarka na Ministrstvu RS za delo, druìno in socialne zadeve, ~lanica Skupine predstavnikov zadru`beno odgovornost v Direktoratu za zaposlovanje in socialne zadeve pri Evropski komisijimag. Aleksandra Podgornik, direktorica [tajerske gospodarske zbornice Primo` Hvala,~lan uprave Dru{tva za marketing Slovenije mag. Natalija Postru`nik,podpredsednica uprave, Slovensko dru{tvo za odnose z javnostmi (PRSS)mag. Nastja Mulej,kreativna direktorica in vodja projektov, New moment Ljubljanadr. Gerald Steiner,Karl-Franzens Universitat Graz, Avstrijadr. Filippina Risopoulos,Karl-Franzens Universitat Graz, Avstrijamag. Grit Ackermann,vodja oddelka za mednarodno sodelovanje pri Zdruènju delodajalcev SlovenijeUro{ Zarnik,direktor Slovenske fundacije za poslovno odli~nostAnita Hrast,direktorica In{tituta IRDO

2.2 ORGANIZACIJSKI ODBOR KONFERENCE

Anita Hrast,direktorica In{tituta IRDO, predsednica Organizacijskega odbora konferenceAngelca Ademovi~, direktorica Creditexpress d.o.o. in podpredsednica Sveta zavoda in{tituta IRDOStanko Obradovi~, direktor Medis-M d.o.o. in predsednik Sveta zavoda in{tituta IRDOVinko Kurent, podpredsednik Zdruènja podjetnikov Slovenije, direktor Mikrodata GIS d.o.o., ~lan Strokovnega sveta in{tituta IRDO Anton Petelin{ek, urednik in novinar, RTV Slovenija - Radio Maribor, in ~lan Strokovnega sveta in{tituta IRDOAlenka Jakomin,Slovensko dru{tvo za odnose z javnostmi (PRSS), Sekcija za dru`beno odgovornostPolona Marin{ek,Slovensko dru{tvo za odnose z javnostmi (PRSS), Sekcija za dru`beno odgovornost

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2.3 PROGRAM KONFERENCE

1. dan: ~etrtek, 5. junij 2008 moderator: prof. ddr. Matja` Mulej

URA PROGRAM8.30 - 9.00 Registracija udeleèncev9.00 - 9.55 Uvodni nagovori9.00 - 9.10 Pozdravne besede v imenu ~astnega pokrovitelja predsednika RS prof. dr. Danila Türka

Magdalena Tovornik, vi{ja svetovalka predsednika RS za politi~ne zadeve in ~lanicaStrokovnega sveta in{tituta IRDO

9.10 - 9.20 Pozdravne besede v imenu organizatorjevddr. Matja` Mulej, zaslu`ni profesor, Ekonomsko-poslovna fakulteta Univerze v Mariboru in In{titut IRDO, predsednik Programskega odbora konference in predsednikStrokovnega sveta in{tituta IRDO

9.20 - 9.25 In{titut IRDOAnita Hrast, direktorica In{tituta IRDO

9.25 - 9.30 [tajerska gospodarska zbornicamag. Aleksandra Podgornik, direktorica [tajerske gospodarske zbornice

9.30 - 9.35 Slovensko dru{tvo za odnose z javnostmi (PRSS)mag. Natalija Postru`nik, podpredsednica uprave, Slovensko dru{tvoza odnose z javnostmi (PRSS)

9.35 - 9.40 Zdruènje delodajalcev Slovenijemag. Grit Ackermann, vodja oddelka za mednarodno sodelovanje priZdruènju delodajalcev Slovenije

9.40 - 9.45 Slovenska fundacija za poslovno odli~nostUro{ Zarnik, direktor Slovenske fundacije za poslovno odli~nost

9.45 - 10.30 Institucionalni pogledi na razvoj dru`bene odgovornosti9.45 - 10.05 Izobilje brez dru`bene odgovornosti = globalna rev{~ina?

ddr. Matja` Mulej, zaslu`ni profesor, Ekonomsko-poslovna fakulteta Univerze v Mariboru in predsednik Strokovnega sveta in{tituta IRDO, Anita Hrast, direktorica in{tituta IRDO

10.05 - 10.25 Pregled dogajanj na podro~ju dru`bene odgovornosti v Evropski uniji Meta [toka Debevec, sekretarka na Ministrstvu RS za delo, druìno in socialne zadeve,~lanica Skupine predstavnikov za dru`beno odgovornost v Direktoratu za zaposlovanjein socialne zadeve pri Evropski komisiji

10.25 - 11.45 Vzpostavitev partnerskega odnosa med varuhom ~lovekovih pravic in zainteresiranimijavnostmimag. Kornelija Marzel, namestnica varuhinje ~lovekovih pravic, urad varuha ~lovekovih pravic v Sloveniji

11.45 - 13.00 Odmor za kosilo13.00 - 14.30 Primeri dobre prakse: Nem~ija in Avstrija13.00 - 13.45 Rethinking Responsibility - CSR and its role for business, society and politics

Anna Peters, Project Manager Corporate Social Responsibility, Bertelsmann Foundation,Germany

13.45 - 14.30 The TRIGOS award helps Austrian companies to communicate CSRMag. Dr. Iris Straßer, STRASSER & STRASSER Consulting GmbH, Austria

14.30 - 14.45 Odmor14.45 - 16.00 Teoretski pogledi na dru`beno odgovornost - odnosi z javnostmi,

ogla{evanje, mediji14.45 - 15.00 Longitudinalna analiza poro~anja o dru`beni odgovornosti: primer izbranih slovenskih

dru`bdoc. dr. Ur{a Golob in Nina Valentin~i~, Fakulteta za dru`bene vede Univerze v Ljubljani

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15.00 - 15.15 V pri~akovanju novega etosa v ogla{evanjuMaja Hawlina, kreativna in konceptualna direktorica Studia Poper d.o.o.

15.15 - 15.30 Mediji kot ogledalo dru`benega odnosa do vpra{anj varstva okolja in naraveUrban êrvek, Delo d.d.

15.30 - 15.45 Odnosi z javnostmi in dru`bena odgovornostmag. Simona @ièk [arotar, Martina Mau~ec, Ekonomsko-poslovna fakulteta Univerzev Mariboru

15.45 - 16.00 Popolnoma odgovorno upravljanje kot element dolgoro~nih konkuren~nih prednostimag. [tefka Gorenak, predavateljica na Visoki komercialni {oli Celje

16.00 - 17.00 Strategies for dealing with poverty in South America's agriculture: The Heissenberger Case - an Austrian CSR Initiative.Dr. Gerald Steiner, Institute of Systems Sciences, Innovation and Sustainability Research,dr. Filippina Risopoulos, Institute of Geography and Regional Science, Martin Heissenberger, Institute of Systems Sciences, Innovation and Sustainability Research, University of Graz, Austria

17.00 - 17.30 Razprava o temah s predavanj prvega dne ter zaklju~ek prvega dne konference s sklepi

19.30 - 21.30 Ve~erni sprejem za udeleènce konference g. Franc Kangler, ùpan Mestne ob~ine Maribor, Hi{a Stare trte na Lentu (ob Dravi)

2. dan: petek, 6. junij 2008 moderator: prof. ddr. Matja` Mulej, Alenka Jakomin

URA PROGRAM8.30 - 9.00 Registracija udeleèncev9.00 - 9.05 Uvodni pozdrav

ddr. Matja` Mulej, zaslu`ni profesor, Ekonomsko-poslovna fakulteta Univerze v Mariboru in In{titut IRDO, predsednik Programskega odbora konference in predsednikStrokovnega sveta in{tituta IRDO

9.05 - 9.30 The individual and corporate social responsabilityProf. Dr. Timi Ecimovic, Dr.h.c., Prof. Dr. Mark Esposito, Prof. Em. DDr. Matjaz Mulej,and Sir Prof. Dr. Roger B. Haw, ANSTED University, Malaysia etc.

9.30 - 10.20 Kako do sredstev za razvoj dru`bene odgovornosti?9.30 - 9.50 Dru`bena odgovornost na podro~ju evropske kohezijske politike

dr. Breda Mulec, vodja Sektorja za pravne zadeve in vodenje javnih naro~il, Direktoratza evropske zadeve in investicije, Ministrstvo za okolje in prostor

9.50 - 10.20 Evropska nepovratna sredstva v sferi dru`bene odgovornostiBeno [tern, MBA, direktor Pro-Eco d.o.o.

10.20 - 10.30 Odmor10.30 - 13.00 Primeri dobre prakse na podro~ju dru`bene odgovornosti

Zaposlenim prijazno podjetje: {tudija primera Domenca skupinaMiha Rejc, vodja korporativnega komuniciranja in odnosov z javnostmi v skupini Domenca

Danes sem sli{ala tvoj sr~ek - donacija Telekoma Slovenije vsem slovenskim porodni{nicam

Tina Cipot Mal, odnosi z javnostmi Telekom Slovenije, d.d.Trimo in Planet Positive: Inovativnost za trajnostni razvojmag. Danijel Zupan~i~, namestnik glavne direktorice za tehni~no podro~je in tehni~nidirektor, Trimo d.d.

Pomen korporativne dru`bene odgovornosti v zavarovalni{tvumag. Bo{tjan Jenko, izvr{ni direktor sektorja korporativnega marketinga, KD @ivljenje,zavarovalnica, d. d.

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Sinergija: dru`bena odgovornost nastaja kot rezultat usklajenih odnosovOlivera Ba~ovi~ Dolin{ek in Rajko Dolin{ek, direktorja Informa Echo d.o.o.

Dru`bena odgovornost do okolja in sistemi ravnanja z okoljem (ISO 14001, EMAS)Blanka Kaker, Slovenski institut za kakovost in meroslovje

Osebne vrednote in odgovorno vodenjeNikola [opar, vodja kakovosti, Hermes Softlab, d.d.

13.00 - 13.30 Namesto kosila: odmor s prigrizkom13.30 - 14.30 Aktivnosti strokovnih zdruènj v Sloveniji na podro~ju razvoja dru`bene odgovornosti

Vloga in pomen vklju~evanja dele`nikov, komunikacijske podpore in nevladnih organizacij pri uresni~evanju dru`bene odgovornosti podjetij

Darinka Pek Drapal, direktorica Consensus d.o.o.Razvoj dru`bene odgovornosti v Sloveniji 2004-2008 in aktivnosti in{tituta IRDO

Anita Hrast, ddr. Matja` Mulej, in{titut IRDOPREDSTAVITEV DOP INICIATIVE Zdruènja delodajalcev Slovenije

Mateja [tebe, svetovalka za mednarodno sodelovanje pri Zdruènju delodajalcev Slovenije - ZDS

Dobi~ek vrednot - Dru`beno odgovorno upravljanje podjetij za trajno in uspe{no poslovanje - Pogled kr{~anskih poslovneèv

dr. Drago Rudel, predsednik Zdruènja kr{~anskih poslovneèv Slovenije (ZKPS), Pierre Lecocq, UNIAPAC Europe

Komunikacijska stroka in dru`bena odgovornostAlenka Jakomin, Polona Marin{ek, Sekcija za spodbujanje dru`bene odgovornosti priSlovenskem dru{tvu za odnose z javnostmi

Slovensko zdruènje ZN za trajnostni razvojJadranka Jezer{ek Turnes, Consensus d.o.o. in ~lanica Slovenskega dru{tva ZN za trajnostni razvoj

Vklju~evanje dru`bene odgovornosti v mala in srednje velika podjetja - teàve, orodja,uspehi, izzivi

Mojca Tomin{ek, samostojna svetovalka, [tajerska gospodarska zbornicaTrdo delaj in pomagaj sosedu

Drago Gajzer, predsednik SKEI TAMObjave v medijih o dru`beni odgovornosti - razvoj v Sloveniji od leta 2006 do 2008

Anita Hrast, in{titut IRDO, Tatjana Novak, direktorica Press Clipping d.o.o.14.30 - 15.00 Zaklju~ek konference s sklepi prvega in drugega dne

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2.4 CONFERENCE PROGRAMME

Day 1: Thursday, 5th of June 2008 Moderator: prof. ddr. Matja` Mulej

TIME PROGRAMME8.30 - 9.00 Registration of participants9.00 - 9.55 INTRODUCTION SPEECHES9.00 - 9.10 Introduction speech in the name of honourable sponsor

Magdalena Tovornik, Senior adviser of the President of the Republic of Slovenia for political affairs, and member of IRDO Expert Board

9.10 - 9.20 Introduction speec in the name of organizersDr. Dr. Matja` Mulej, Professor Emeritus, Faculty of Economics and Business, Universityof Maribor, President of IRDO Expert Board, and Head of Conference Program Board

9.20 - 9.25 IRDO InstituteAnita Hrast, general manager, IRDO Institute

9.25 - 9.30 Styria Chamber of Commerce and IndustryM.A.. Alenka Podgornik, General Manager of Styria Chamber of Commerce and Industry

9.30 - 9.35 Slovene Association for PRM.A.. Natalija Postru`nik, president deputy of the board, Slovene association for PR (PRSS)

9.35 - 9.40 The Association of Employers of SloveniaM.A.. Grit Ackermann, leader of international collaboration Department at Slovene Employers Association

9.40 - 9.45 Slovene Foundation for Business ExcellenceUro{ Zarnik, general manager of Slovene Fund for Business Excellence

9.45 - 10.30 INSTITUTIONAL VIEWS ON SOCIAL RESPONSIBILITY DEVELOPMENT9.45 - 10.05 Affluence with no Social Responsibility = Misery/Poverty?

ddr. Matja` Mulej, Professor emerittus, Faculty of Economics and Business, University of Maribor, and Head of IRDO Expert Board, and Anita Hrast, general manager, IRDO Institute

10.05 - 10.25 Overview of processes concerning social responsibility in European UnionMeta [toka Debevec, secretary-general at Ministry of Labour, Family and Social Affairsof Slovenia, member of Group of representatives for social responsibility at Directoratefor employment and social affairs at European Commission

10.25 - 11.45 Establishment of partner-like relationships between the ombudsman in interested publicsmag. Kornelija Marzel, Deputy Ombudswoman, Slovene Ombudswoman Office

11.45 - 13.00 LUNCH13.00 - 14.30 Samples of good practice: Germany and Austria13.00 - 13.45 Rethinking Responsibility - CSR and its role for business, society and politics

Anna Peters, Project Manager Corporate Social Responsibility, Bertelsmann Foundation,Germany

13.45 - 14.30 The TRIGOS award helps Austrian companies to communicate CSRMag. Dr. Iris Straßer, STRASSER & STRASSER Consulting GmbH, Austria

14.30 - 14.45 Coffee break14.45 - 16.00 Theoretical viewpoints on social responsibility - public relations, advertising, media14.45 - 15.00 A Longitudinal Analysis of Corporate Social Responsibility Reporting: The case of

Selected Slovene Companiesdoc. dr. Ur{a Golob in Nina Valentin~i~, Faculty for social sciences University of Ljubljana

15.00 - 15.15 Expecting a new ethos in advertisementMaja Hawlina, general manager Studio Poper d.o.o.

15.15 - 15.30 Media as a reflection of public discourse on environmental issuesUrban ^ervek, Delo d.d.

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15.30 - 15.45 Public relations and corporate social responsibilitymag. Simona @i`ek [arotar, Martina Mau~ec

15.45 - 16.00 Total responsibility management (TRM) as element of long-term competitive advantages[tefka Gorenak, High Commercial school Celje

16.00 - 17.00 Strategies for dealing with poverty in South America's agriculture: The Heissenberger Case - an Austrian CSR Initiative.Dr. Gerald Steiner, Institute of Systems Sciences, Innovation and Sustainability Research,Dr. Filippina Risopoulos, Institute of Geography and Regional Science, Martin Heissenberger, Institute of Systems Sciences, Innovation and Sustainability Research, University of Graz, Austria

17.00 - 17.30 DISCUSSION ON THEMES OF 1ST CONFERENCE DAY THEMES WITH CONCLUSIONS19.30 - 21.30 RECEPTION FOR CONFERENCE PARTICIPANTS AT MAYOR OF THE CITY MARIBOR

Mr. Franc Knagler, major of Maribor city, Old vineyard House on Lent (near Drava river)

Day 2: Friday, 6th of June 2008 Moderator: prof. ddr. Matja` Mulej, Alenka Jakomin

TIME PROGRAMME8.30 - 9.00 Registration of participants9.00 - 9.05 Introduction speech

Dr. Dr. Matja` Mulej, Professor Emeritus, Faculty of Economics and Business, Universityof Maribor, President of IRDO Expert Board, and Head of Conference Program Board

9.05 - 9.30 The individual and corporate social responsibilityProf. Dr. Timi Ecimovic, Dr.h.c., Prof. Dr. Mark Esposito, Prof. Em. DDr. Matjaz Mulej,and Sir Prof. Dr. Roger B. Haw, ANSTED University, Malaysia etc.

9.30 - 10.20 How to get funding for social responsible projects?9.30 - 9.50 Social responsibility at the field of European Cohesion Policy

dr. Breda Mulec, Head of Department, Section of legal affairs, European Affairs and Investments Directorate, Ministry of Environment and Spatial Planning

9.50 - 10.20 European free means concerning social responsibilityBeno [tern, MBA, general manager Pro-Eco d.o.o.

10.20 - 10.30 Coffee break10.30 - 13.00 Samples of good practice on social responsibility

Employee friendly company: Domenca groupMiha Rejc, leading manager of corporate communications and public relations at Domenca group

Today I heard your little heart - Telekom Slovenia's donation to all maternity and obstetrichospitals

Tina Cipot Mal, public relations, Telekom Slovenije, d.d.Innovativeness for sustainable development - the case of Trimo Planet Positive

mag. Danijel Zupan~i~, general manager deputy for tehnical field and tehnical manager, TRIMO d.d.

Importance of corporate social responsibility in assurance companymag. Bo{tjan Jenko,executable manager for corporate marketing, KD @ivljenje, zavarovalnica, d.d.

Sinergy: Holistic approach to the social responsibilityOlivera Ba}ovi} Dolin{ek in Rajko Dolin{ek, general managers, Informa Echo d.o.o.

Social responsibility and environmental management systems (ISO 14001, EMAS)Blanka Kaker, Slovenian institute for Quality and measurement

Personal values and responsible leadershipNikola [opar, qulaity manager, Hermes Softlab, d.d.

13.00 - 13.30 Instead of Lunch: Break with snack

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13.30 - 14.30 Professional associations activities on social responsibility field in SloveniaSocial responsibility in Slovenia 2004-2008 development and IRDO institute activities

Anita Hrast, general manager, IRDO Institute, and ddr. Matja` Mulej, Professor emerittus, Faculty of Economics and Business, University of Maribor, and Head of IRDO Expert Board

Slovenian CSR InitiativeMateja [tebe, consultatnt at Employer Association of Slovenia

The profit of values - a Christian vision of corporate social responsibility - A form of management for long - lasting enterprises

dr. Drago Rudel, president of Slovene Association of chatolic businessmen (ZKPS), Pierre Lecocq, UNIAPAC Europe

Communication profession and social responsibilityAlenka Jakomin, Polona Marin~ek, Slovene association for PR, Section for development of social responsibility

United Nations Global Compact SloveniaJadranka Jezer{ek Turnes, Consensus d.o.o. and member of United Nations Global Compact Slovenia

Establishment of social responsibility in smal and medium-sized enterprises - troubles, tools, successes, and challenges

Mojca Tomin{ek, consultant at Styria Chamber of Commerce and Industry»Work hard and help your neighbour«

Drago Gajzer, president SKEI TAMMedia Publications about Social Responsibility - evolution in Slovenia in 2006 - 2008

Anita Hrast, IRDO Institute, Tatjana Novak, general managfer Press Clipping d.o.o.14.30 - 15.00 CLOSING OF CONFERENCE WITH CONCLUSIONS OF 1ST AND 2ND DAY

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3.1 Institucionalni pogledi na razvojdru`bene odgovornosti

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3.1.1 IZOBILJE BREZ DRU@BENE ODGOVORNOSTI = GLOBALNAREV[ÎNA?

ddr. Matja` Mulejzaslu`ni profesor (UM EPF), predsednik Strokovnega sveta in{tituta IRDO

[email protected] Hrast

direktorica IRDOIRDO - In{titut za razvoj dru`bene odgovornosti

SI-2000 Maribor, Preradovi}eva [email protected]

Povzetek: Rev{~ina je sodoben globalen pojav. Je posledica dane uporabe in zlorabe dane ekonomske teorije vsinergiji s pretirano specializacijo brez ustvarjalnega med-strokovnega sodelovanja, ki bi dalo pot dozadostne in potrebne celovitosti. Dru`bena odgovornost je med drugim koncept vrednot, s katerimi bi sedala najti pot iz sedanje slepe ulice ~love{tva, v katero ga vodita koncept gospodarske rasti (ne glede naresni~ne potrebe po njej) in zloraba eksternih ekonomik. Zato kaè storiti ve~, da bi vodilni dru`beniorgani dosledneje podpirali razvoj dru`bene odgovornosti, na primer z vzpostavitvijo (med-)dràvnestrategije za razvoj dru`bene odgovornosti, ne da bi vplivni tudi po tej poti zlorabili svoj vpliv. Potrebnaje inovacija vrednot/kulture/etike/norm in ekonomske teorije in prakse, da bi ~love{tvo preìvelo.

Klju~ne besede: dru`bena odgovornost, etika soodvisnosti, inovacije, rev{~ina, zadostna in potrebnacelovitost

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AFFLUENCE WITH NO SOCIAL RESPONSIBILITY = MISERY/POVERTY?

Abstract: Misery/poverty is a contemporary global feature. It results from the given use and misuse of economictheory in synergy with the over-specialization and related lack of creative inter-disciplinary co-operation thatwould provide a way to the requisite holism. Social responsibility, among other attributes, is a concept ofvalues that might enable humankind to find its way from its given blind alley, into which the concept ofeconomic growth (regardless of real needs for it) and abuse of external economics are leading humankind.Therefore more must be done for the most influential social bodies to more consistently support thedevelopment of social responsibility, e.g. by establishing an (inter-)national strategy for the development ofsocial responsibility, but without the influential ones' misuse of their influence by this strategy as well.Innovation of values/culture/ethics/norms and of economic theory and practice is needed for humankindto survive.

Key words: ethic of interdependence; innovation; misery/poverty; requisite holism; social responsibility

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3.1.2 PREGLED DOGAJANJ NA PODRO^JU DRU@BENE ODGOVORNOSTI V EVROPSKI UNIJI

Meta [toka Debevecsekretarka na Ministrstvu RS za delo, druìno in socialne zadeve, ~lanica Skupinepredstavnikov za dru`beno odgovornost v Direktoratu za zaposlovanje in socialne

zadeve pri Evropski [email protected]

Povzetek: Dru`bena odgovornost na ravni Evropske unije ostaja aktualna in {e pridobiva pomembnost. Aktivnosti so{tevilne tudi v dràvah ~lanicah, ki i{~ejo nove na~ine spodbujanja in uveljavljanja dru`bene odgovornostikot prispevka k trajnostnemu razvoju. Prispevek so prikazuje glavne akterje na nivoju evropske unije innjihove poglavitne aktivnosti v 2007. letu. Prikazuje rezultate raziskav in na~rti za nove raziskave. Omenjapretekle in napovedane nove dogodke, prikazuje primere dobre prakse treh dràv.

Klju~ne besede: Dru`bena odgovornost podjetij, Evropska unija, Slovenija

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OVERVIEW OF PROCESSES CONCERNING SOCIAL RESPONSIBILITY INEUROPEAN UNION

Abstract: Social responsibility remains crucial; it is even gaining importance in European Union. There are manyactivities in many member states that seek new forms to encourage and implement social responsibility asa contribution to sustainable development. Contribution presents main actors at the EU level and their mainactivities in 2007. It summarizes research results and new research plans. It mentions the past and theforeseen new events, and briefs good case of three countries.

Key words: Corporate social responsibility, European Union, Slovenia

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3.1.3 VZPOSTAVITEV PARTNERSKEGA ODNOSA MED VARUHOM^LOVEKOVIH PRAVIC IN ZAINTERESIRANIMI JAVNOSTMI

mag. Kornelija Marzelnamestnica varuhinje ~lovekovih pravic, Urad varuha ~lovekovih pravic v Sloveniji

[email protected]

Povzetek: Prispevek kratko prikazuje pravni polo`aj in {iroko vsebino dejavnosti Varuha ~lovekovih pravic v Sloveniji.Kot organ je proti-oblast, deluje pa preventivno in proaktivno, predvsem s komuniciranjem. Letno dobipribli`no 3.000 pobud, dnevno okoli 80 telefonskih klicev. Sodeluje z dr`avnimi organi in drugimi nosilcijavnih pooblastil, s civilno dru`bo, z mediji in mednarodno javnostjo; organizira posvete in projektno delo,osve{~a in promovira varovanje ~lovekovih pravic.

Klju~ne besede: Varuh ~lovekovih pravic, Slovenija

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ESTABLISHMENT OF PARTNER-LIKE RELATIONSHIPS BETWEEN THE OMBUDSMAN IN INTERESTED PUBLICS

Abstract: Ombudsman's legal position and broad range of activities is briefly presented. As a public body,ombudsman acts as a counter-power, working preventively and proactively, especially by communication.She receives about 3.000 initiatives per year, and about 80 calls per day. She co-operates withgovernment bodies and other public authorities, civil society, media, and international publics; sheorganizes conferences and project, works on awareness and promotion of human rights

Key words: Ombudsman, Slovenia

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3.2 Primeri dobre prakse: Nem~ija in Avstrija

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3.2.1 PONOVEN PREMISLEK O ODGOVORNOSTI - DRU@BENAODGOVORNOST PODJETJA IN NJENA VLOGA ZA POSLOVANJE,DRU@BO IN POLITIKO

Anna PetersProject Manager Corporate Social Responsibility,

Bertelsmann Foundation, [email protected]

Povzetek: Dru`bena odgovornost podjetij (DOP) je zapleteno vpra{anje!V svoji naj~istej{i opredelitvi je DOP zgolj poslovni pristop. Poslovanje ima po zamisli o DOP vodilno vlogoin se osredoto~a na tri stebre: a) odgovornost do dele`nikov, b) vodenje osrednjega posla na sonaravenin odgovoren na~in, in c) delovati kot podjetje - dr`avljan. Toda DOP je lahko ve~ kot 'izvajanje dobregaposlovanja' ali 'dejavnosti, da je poslovanje dobro'.Z bolj globalnega vidika zajema DOP lahko tudi poslovne in dru`bene dejavnike pri re{evanju zapletenihproblemov. Tako je DOP orodje, da ponovno premislimo in izostrimo ravnovesje med tistimi institucijami,ki imajo vodilne vloge v dru`bi.Vsekakor DOP {ele za~enja odkrivati svoje potenciale kot tema, ki se ti~e ve~ strok.Fondacija Bertelsmann stremi s svojim programom DOP k temu, da bi vzpodbudila podjetja, naj seukvarjajo s svojimi DOP. Program se osredoto~a na vlogo podjetij, da razvijajo re{itve za pere~a dru`benavpra{anja na lokalni, regijski in mednarodni ravni. Poleg tega njen program krepi sposobnosti politike incivilne dru`be, da prispevajo k re{evanju problemov s sodelovanju s podjetji.Fondacija Bertelsmann ima za svoj program DOP tri stebre: lokalnega, regijskega in mednarodnega.Primer vloge DOP za podjetja in neprofitne organizacije na lokalni ravni je inovativni pripomo~ek zimenom 'Tr`nica (Market place)'. Zamisel pomaga vzpostavljati partnerstvo med zasebnimi in civilnimiorganizacijami.'Podjetja za regijo (Companies for the region)' je pripomo~ek, ki podpira regijske dejavnosti raznih organi-zacij glede DOP, tako da pospe{uje podjetni{ko partnerstvo, s katerim se la`je ukvarjajo s pere~imiproblemi skupnosti (npr. pomanjkanje usposobljenih delavcev).Na mednarodni ravni je Fondacija Bertelsmann oktobra 2007 izdala {tudijo 'Navigator po DOP (TheCSR-Navigator)'. Ta {tudija o DOP je prva te vrste in prou~uje mo`nosti vladnih organov, da oblikujejopo{ten in uravnove{en proces globalizacije. Navajamo eno od klju~nih spoznanj tega Navigatorja poDOP:Vgraditev DOP v dr`avne politike se da {teti za prvi pomemben korak k novemu pristopu, v katerem jevladanje skupno. Namen {tudije je pomagati, da bi ponovni premislili o ravnovesju med poslovanjem,dru`bo in politiko.V prispevku na konferenci bomo predvsem predstavili osrednja spoznanja iz omenjenih dejavnosti.'DOP v svojem bistvu pomeni ukvarjanje, s katerim bi prenovili ravnovesje med institucijami, ki skupajtvorijo dru`bo.' André Habisch in Jan Jonker v: »CSR - A subject with substance? (2005)« (DOP _ Tema zvsebino?)

Klju~ne besede: DOP, tr`nica, NVO, podjetja, fundacija, vlada, globalizacija, dru`ba

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RETHINKING RESPONSIBILITY - CSR AND ITS ROLE FOR BUSINESS, SOCIETY AND POLITICS

Abstract: Corporate Social Responsibility is a complex issue!In its purest sense, CSR is a mere business approach. Business in the concept of CSR plays a leading role,focusing on those three pillars: a) to be accountable to its stakeholders b) to manage its core business ina sustainable and responsible manner and c) to act as a corporate citizen. But CSR can be more than just“doing good business” or “doing business good”. From a more global aspect CSR can also involve business and societal actors in the solution of complexproblems. By that CSR is a tool to rethink and sharpen the balance between those institutions that areleading actors in a society. Definitely, CSR is only beginning to reveal its potential as a cross-disciplinary subject.

With its CSR-program, the Bertelsmann Foundation aims to encourage businesses to address theircorporate social responsibilities. The program focuses on the companies’ role to develop solutions forurgent societal questions on a local, regional and international level. Also, our CSR program strengthensthe capabilities of politics and civil society to contribute to problem solving by cooperating with businessactors.

Our CSR program at Bertelsmann has three pillars: local, regional and international.

One example for the role of CSR for business and non profit organizations on a local level is an innovativetool called “Market place”. That idea helps establishing partnerships between both private and civil organi-zations.“Companies for the region” supports regional activities of various companies in the field of CSR bypromoting business-partnerships that help to address pressing problems in the community (e.g. lack ofqualified labor).On the international level, the study “The CSR-Navigator” has been released in October last year. ThatCSR study – the first of its kind - explores how governments can shape a fair and balanced process ofglobalization. Here is one key finding of that CSR navigator:Incorporating CSR into national policies can be seen as a first important step towards a new, sharedgovernance approach. The aim of our study is to help rethinking the balance between business, societyand politics.

The lecture Rethinking Responsibility – CSR and its role for business, society and politics will mainly focuson presenting the key findings and learnings of the above mentioned activities.

“CSR in essence addresses the reconfiguration of the balance between institutions that together make upsociety.”André Habisch and Jan Jonker in “CSR – A subject with substance? (2005)

Key words: CSR, Company, NGO, goverment, fundation, society, globalization

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3.2.2 NAGRADA TRIGOS POMAGA AVSTRIJSKIM PODJETJEMPOROÂTI O DOP

Mag. Dr. Iris StraßerSTRASSER & STRASSER Consulting GmbH, St. Veiter Straße 1 A-9020 Klagenfurt

[email protected] / www.strasser-strasser.at

Povzetek: Avstrijska podjetja so {e vedno precej zadràna glede sporo~anja o svojih dejavnostih glede dru`beneodgovornosti podjetij (DOP). Zlasti mala in srednja podjetja se bojijo uporabiti svoje dru`benoangaìranje za marketin{ke namene. Ve~ina lokalnih podjetij {teje svoje dejavnosti za samoumevne.Prispevek najprej predstavi avstrijsko nagrado TRIGOS, s katerim so nagrajevali podjetja za odli~neprojekte glede DOP od l. 2004. Nagrada pomaga podjetjem vseh velikosti prikazati njihove dejavnostijavno. TRIGOS zagotavljajo avstrijsko predstavni{ki organi gospodarstva in nekaj velikih nevladnih organi-zacij, kot so Caritas in druge. Nagrade dobijo projekte v kategorijah zaposleni, trg, ekologija in dru`ba.Straßerjeva, ki je vodja regionalne pobude za DOP z imenom “Verantwortung zeigen!” (‚Pokaìteodgovornost!') v ju`ni Avstriji, je imela odgovornost za uvedbo te dràvne nagrade na koro{ko v letu 2007in v [tajersko v l. 2008. Pokazala bo bistvo nagrade in izide obse`ne {tudije, ki je analizirala zlastiosrednje koristi, ki jih imajo od nagrade TRIGOS nagrajenci.

Klju~ne besede: Nagrada TRIGOS, Poro~anje o DOP, Koro{ka, [tajerska

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TRIGOS AWARD HELPS AUSTRIAN COMPANIES TO COMMUNICATE CSR

Abstract: Austrian companies are still quite reserved about communicating their activities in corporate social respon-sibility. Especially SME's are rather afraid of using their social engagement for marketing purposes. Mostof the local companies understand their activities as a matter of course. The contribution, at first, presentsthe Austrian TRIGOS award that has rewarded businesses for excellent CSR-projects since 2004. Thisaward helps enterprises of all sizes to present their activities in public. TRIGOS is provided by the Austrianrepresentations of national economy and some large NGOs as Caritas and others. Projects in thecategories employees, market, ecology and society are awarded. Straßer, who is the head of the regionalCSR-initiative called “Verantwortung zeigen!” in Southern Austria, was responsible for introducing thisnational CSR-award to Carinthia in 2007 and to Styria in 2008. She will provide an insight into the awardand present the results of a large study that analyzed especially the main benefits of the TRIGOS awardfrom the winner's view.

Key words: TRIGOS Award, Communication of CSR, Carinthia, Styria

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30


3.3 Teoretski pogledi na dru`beno odgovornost - odnosi z javnostmi,

ogla{evanje, mediji

31


32


3.3.1 LONGITUDINALNA ANALIZA POROÂNJA O DRU@BENIODGOVORNOSTI: PRIMER IZBRANIH SLOVENSKIH DRU@B

dr. Ur{a Golob Docentka, Fakulteta za dru`bene vede, Kardeljeva pl. 5, Ljubljana

[email protected] Valentin~i~

Absolventka, Fakulteta za dru`bene vede, Kardeljeva pl. 5, [email protected]

Povzetek: Prispevek se ukvarja s problematiko poro~anja o dru`beni odgovornosti med slovenskimi podjetji. Poro~anjeje ena izmed klju~nih oblik komuniciranja o dru`beni odgovornosti. Osrednji del prispevka predstavlja analizavsebine letnih poro~il in posebnih poro~il o dru`beni odgovornosti med izbranimi slovenskimi podjetji vobdobju med 1998 in 2006. Rezultati analize kaèjo, da je poro~anje o dru`beni odgovornosti med ve~jimislovenskimi podjetji precej razvito, saj kar nekaj podjetij za komuniciranje o svojih dru`beno odgovornihpraksah uporablja posebna letna poro~ila. Rezultati kaèjo tudi, da se je poro~anje o dru`beni odgovornostiizrazito pove~alo med leti 2001 in 2002 in {e nara{~a, medtem ko je bilo pred tem obdobjem poro~anjeprecej manj obse`no. Klju~ne teme, o katerih podjetja poro~ajo najve~, zajemajo odnos do zaposlenih,odnos do lokalnega okolja (sponzorstva in donatorstva) ter odnos do naravnega okolja.

Klju~ne besede: dru`bena odgovornost podjetja, poro~anje, pri~akovanja dele`nikov, letna poro~ila,analiza vsebine

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A LONGITUDINAL ANALYSIS OF CORPORATE SOCIAL RESPONSIBILITY REPORTING: THE CASE OF SELECTED SLOVENE COMPANIES

Abstract: This paper deals with the issue of corporate social responsibility reporting by Slovene companies.Reporting is one of the primary means of communication of corporate social responsibility. The main partof this paper is the content analysis of annual reports and special corporate social responsibility reports ofSlovene companies in the period from 1998 until 2006. Results of the analysis indicate that corporatesocial responsibility reporting is well developed among the biggest Slovene companies; quite many ofthem use special reports to address different stakeholders. The results also show that corporate socialresponsibility reporting has increased significantly between the years 2001 and 2002 and is stillincreasing. Before this period the reporting practices were not as comprehensive. The key themes that aremost frequently reported include: employees, local community and environment.

Key words: Corporate Social Responsibility, reporting, stakeholder expectations, annual reports, content analysis

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3.3.2 V PRIÂKOVANJU NOVEGA ETOSA V OGLA[EVANJU

Maja Hawlina direktorica Studio Poper, Prule 19, 1000 Ljubljana

[email protected], www.poper.si

Povzetek: Danes ogla{evanje in blagovne znamke kolonizirajo javni in vse ve~ji del mentalnega prostora. Navkljub temuin navkljub dejstvu, da se prora~uni v komuniciranju ve~ajo, se razpoka na spolirani fasadi trènja inogla{evanja opazno {iri. Opaàmo lahko pove~an dvom v metode, pristope in u~inkovitost klasi~negaogla{evanja med potro{niki in naro~niki. Ogla{evalska industrija se sicer spogleduje z dru`benoodgovornostjo, vendar se ta v praksi izredno redko udejanja. Razlog za to leì v logiki specifi~nih komunika-cijskih pristopov ogla{evanja in same institucije ogla{evalske agencije. Tisti pa, ki spoznavajo slepe uliceklasi~nega ogla{evanja, sprejemajo izziv, kako povrniti in graditi duh zaupanja in povezave s potro{niki, kakojih pooblastiti za resni~ne izbire, kako jih spo{tljivo nagovarjati. V prihodnje bodo uspe{na komunikacijskapodjetja spremenila pristop do komuniciranja s potro{niki in le-te aktivno vklju~evali v procese komuniciranja.

Klju~ne besede: komercialno ogla{evanje, dru`beno odgovorno ogla{evanje, pooblastilo, javni prostor,nove komunikacijske

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EXPECTING A NEW ETHOS IN ADVERTISEMENT

Abstract: Today, advertisement and brands are colonizing the public and increasing the mental space. Despite ofthat and despite of growing advertisement budgets, the failures behind the nice façade of marketing andadvertisement are growing visibly. Consumers' and customers' doubts about methods, approaches andefficiency of the traditional advertisement are growing visibly, too. The advertisement industry is flirting withsocial responsibility, but practices it very rarely. The reason lies in the logic of the specific communicationapproaches of the advertisement and the concept of the advertisement agency. Persons with insight in theblind alleys of the traditional advertisement are accepting the challenge of how to restore and build thespirit of confidence and relationship with consumers, how to authorize them for their real choices, and howto speak to them respectfully. In future, the successful communication enterprises will change their approachto communication with their consumers and involve them actively in communication processes.

Key words: commercial advertisement, socially responsible advertisement, authorization, public space,new communication expertise

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3.3.3 MEDIJI KOT OGLEDALO DRU@BENEGA ODNOSA DO VPRA[ANJVARSTVA OKOLJA IN NARAVE

Urban êrvekDelo, d. d., Dunajska 5, Ljubljana

[email protected]

Povzetek: Vpra{anja onesnaèvanja okolja, njegovega uni~evanja, ter predvsem posledic, ki jih to povzro~a za~loveka in njegovo »blagostanje«, so vse bolj v ospredju javnega diskurza, tako politike, gospodarstva,kot raznih nevladnih organizacij. To se seveda odraà tudi v medijih, ki tem temam posve~ajo vse ve~pozornosti. V prispevku analiziram medijsko poro~anje o temah, ki se dotikajo omenjene problematikepred desetimi leti in danes. V osrednjem slovenskem dnevniku Delo smo pregledali uredni{ke komentarjein mnenjske strani pred desetimi leti (v letu 1997) in danes (leta 2007). Na podlagi komentarjev in objav-ljenih mnenj ugotavljamo razlike v temah, ki so bile aktualne takrat in tistih, ki so aktualne danes, prav takopa iz {tevila prispevkov sklepamo, kako se je spremenila pozornost medijev do omenjene problematike vtem ~asu.

Klju~ne besede: Mediji, okolje, uredni{ka politika, javni diskurz, ekologija

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MEDIA AS A REFLECTION OF PUBLIC DISCOURSE ON ENVIRONMENTAL ISSUES

Abstract: Issues dealing with pollution, degradation of environment and the consequences these have, especially forpublic welfare, are increasingly becoming the focus of public discourse - politics, economy, as well as non-governmental organizations. Consequently, this is being reflected in media discourse, in the sense thatthese issues are given more attention than in the past.

This article is an analysis of media discourse tackling these issues ten years ago and in the present. I lookedat editorials and opinion pages published in the widely read Slovenian daily newspaper Delo in the year1997 and compared them to those in 2007. Comparing editorials and opinions I found several differ-ences in the topics covered now and ten years ago; at the same time the number of articles written aboutenvironmental issues also illustrates how media's attention has changed in this time.

Key words: media, environment, editorial gidance, public discourse, ecology

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3.3.4 ODNOSI Z JAVNOSTMI IN DRU@BENA ODGOVORNOST

mag. Simona @ièk [arotarEkonomsko poslovna fakulteta Univerze v Mariboru

[email protected] Mau~ec

Ekonomsko poslovna fakulteta Univerze v [email protected]

Povzetek: Organizacija in okolje sta ve~plastno povezana. V sodobnem svetu ena izmed povezav temelji nazagotavljanju dru`bene odgovornosti organizacij (DOP). Zato postaja koncept DOP vedno boljpomembna prvina delovanja organizacij in zato sestavni del njihovih politik. Sodobne organizacije svojoDOP predstavljajo s komuniciranjem, ki ga dovolj celovito upravljajo. Pomemben del komuniciranja, kisluì kot most med organizacijo in okoljem, predstavljajo odnosi z javnostmi. Da bi organizacije lahkouresni~evale kakovostne, eti~ne in dolgoro~ne odnose, morajo odnose z javnostmi tudi strate{kona~rtovati. To v konceptu DOP pomeni, da sodobna organizacija definira svojo vlogo in poloàj vobravnavanem okolju ter dolo~i orodja, s katerimi bo ta koncept dosegala. Tako je za poslovanjepomembno, da se organizacija ne le zaveda poslovne uspe{nosti, ampak tudi odgovornosti do dru`be,ki ga mora zato tudi na pravilen na~in predstaviti.

Klju~ne besede: komuniciranje organizacij, odnosi z javnostmi, dru`bena odgovornost, podro~jadelovanja dru`bene odgovornosti, poro~anje o dru`beni odgovornosti, poro~anje o dru`beniodgovornosti kor orodje odnosov z javnostmi

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PUBLIC RELATIONS AND CORPORATE SOCIAL RESPONSIBILITY

Abstract: Organization and environment are connected in several different ways. In the modern world one of theseconnections is based on ensuring the organization's corporate social responsibility (CSR). Because of thatthe CSR concept is becoming an increasingly important element in the organization's activity and istherefore an important constituent of the organization's policy. CSR of modern organizations is reflectedthrough the requisitely holistically mened`d organizational communication. An important part of communi-cation, which builds the bridge between the organization and its environment, are public relations. Theymust be strategically planned, if an organization wants to realize its ethical, high-quality and long-termrelations. The strategic planning of public relations concerning CSR concept means that a modern organi-zation defines its role and position in its worked-on environment. It, also, must define tools for achievingthe mentioned concept. Therefore it is important that the organization not only is aware of its businesseffectiveness, but also of its CSR, which hence must be presented in the appropriate way.

Key words: organization communication, public relations, corporate social responsibility, communicationin connection whit corporate social responsibility ; corporate social responsibility working area; corporatesocial responsibility report; corporate social responsibility report as instrument of public relations

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3.3.5 POPOLNOMA ODGOVORNO UPRAVLJANJE KOT ELEMENT DOLGORO^NIH KONKUREN^NIH PREDNOSTI

mag. [tefka Gorenakpredavateljica na Visoki komercialni {oli Celje

[email protected]

Povzetek: Namen tega ~lanka je raziskati odnos in potencialne sinergije med upravljanjem kvalitete in odgovornosti.Ta ~lanek primerja pojavne sisteme od popolnega upravljanja kvalitete (TQM) do popolnomaodgovornega upravljanja (TRM). Razvoj principov in standardov se odra`a ob nara{~anju pri~akovanjglede odgovornega obna{anja podjetij. Z namenom odgovoriti na te pritiske mnoga, {e posebej, multina-cionalna podjetja razvijajo t. i. sisteme popolnoma odgovornega upravljanja (TRM) s ciljem da biodgovorno upravljali odnose do udele`encev in naravnega okolja. Razvoj TRM vklju~uje tri bistvenekomponente TRM poizkus/navdih (vizijo), integracijo in izbolj{evanje/inoviranje ter vklju~uje ukrepemerjenja odgovornosti. Sinergije med TRM in odgovorno potro{njo vodijo odgovorna podjetja dodolgoro~nih konkuren~nih prednosti.

Klju~ne besede: odgovornost podjetja, popolnoma odgovorno upravljanje, popolno upravljanje kvalitete,trajnostno inoviranje, konkuren~na prednost, odgovorna potro{nja.

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TOTAL RESPONSIBILITY MANAGEMENT (TRM) AS ELEMENT OFLONG-TERM COMPETITIVE ADVANTAGES

Abstract: This paper is aimed at researching the relationship and potential synergies between the qualitymanagement and corporate responsibility. In this article emerging systems from the total qualitymanagement (TQM) systems to the total Responsibility management (TRM) are compared. However, thedevelopment of global principles and standards is reflected at raising public expectations about corporateresponsibility. To respond to these pressures, many multinational corporations (MNCs) are developing theso-called total responsibility management (TRM) systems approaches for managing their responsibilities tostakeholders and the natural environment. The evolution of TRM includes three main components of TRMapproaches-inspiration (vision), integration, and improvement/innovation and includes a responsibilitymeasurement approach. The synergies between TRM and responsible consumption are assurance whichleads responsible companies to responsible long-term competitive advantages.

Key words: corporate responsibility, total responsibility management (TRM), total quality management(TQM), sustainable innovation, competitive advantage, responsible consumption.

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3.3.6 STRATEGIJE UKVARJANJA Z REV[ÎNO V JU@NOAMERI[KEMKMETIJSTVU: HEISSENBERGOV PRIMER AVSTRIJSKE POBUDE ZA DRU@BENO ODGOVORNOST PODJETJA

Dr. Gerald SteinerInstitute of Systems Sciences, Innovation and Sustainability Research

University of GrazMerangasse 18, A-8010 Graz, Austria

[email protected]. Filippina Risopoulos

Institute of Geography and Regional Science University of Graz

Heinrichstr. 36, A-8010 Graz, [email protected]

Martin HeissenbergerMaster student at the Institute of Systems Sciences, Innovation and Sustainability Research

University of GrazMerangasse 18, A-8010 Graz, Austria

[email protected]

Povzetek: Povzetek: Sodobna dru`ba je pred hudimi izzive glede trajnostnega razvoja. ê {tejemo svet zasoodvisen splet raznih ekosistemov in kultur, postane dru`bena odgovornost predpogoj, da bi doseglitrajnosten sonaravni razvoj tako, da bi osrednje vpra{anje bilo sodelovanje dele`nikov pri oblikovanju stem povezanega procesa. êtudi pridobiva upo{tevanje dele`nikov ve~ pozornosti v razvojnih scenarijihin zlasti pri inovacijskih procesih, dejansko prepoznavanje dele`nikov in njihovo vklju~evanje v ustreznefaze {e ni dovolj obvladano, zlasti glede trajnostnega inoviranja. Prispevek obravnava na~ine, s katerimilahko re{evanje problemov v povezavi z dele`niki prispeva po eni strani k uspe{nej{im strategijam protirev{~ini in po drugi strani k trajnostnim inovacijam. Na osnovi razprave o zna~ilnostih razli~nih tipovdele`nikov razpravljamo o njihovih mo`nih vlogah in njihovem vklju~evanju v re{evanje problemov z vidikasistemskega razmi{ljanja. Heissenbergov primer je neka avstrijska pobuda za dru`beno odgovornostpodjetij pri ravnanju z rev{~ino v ju`noameri{kem kmetijstvu; ponazarja, kako zmorejo dejavnosti,povezane z dele`niki, sinergijsko prispevati k dru`beni pravi~nosti in hkrati k ekonomskim prednostim.

Klju~ne besede: ravnanje z dele`niki, dru`bena odgovornost podjetij, komuniciranje z dele`niki, ustvarjalnost, trajnostne inovacije

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STRATEGIES FOR DEALING WITH POVERTY IN SOUTH AMERICA'S AGRICULTURE: THE HEISSENBERGER CASE AS AN AUSTRIAN CSR INITIATIVE

Abstract: Today's society is facing tremendous challenges with regard to sustainable development. Considering theworld as an interdependent system of various ecosystems and cultures, social responsibility becomes aprerequisite for sustainable development with stakeholder related process design as a core issue. Althoughstakeholder related considerations are receiving increasing attention within development scenarios and inparticular within innovation processes, the actual management of stakeholders' identification and phasespecific involvement has not been covered sufficiently, especially with regard to sustainable innovation. Thispaper deals with how stakeholder-related problem solving processes can contribute not only to moresuccessful strategies against poverty, but also to sustainable innovation. Based on a discussion of thecharacteristics different types of stakeholders, their possible roles, and their involvement within the problemsolving process are discussed based on a systems thinking perspective. An Austrian CSR initiative fordealing with the poverty in South America's agriculture, the Heissenberger case, will illustrate howstakeholder related actions can synergistically contribute to social equity and economic advantages aswell.

Key words: Stakeholder management, CSR, stakeholder communication, creativity, sustainable innovation

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3.3.7 OSEBNA IN PODJETNI[KA DRU@BENA ODGOVORNOST

Prof. Dr. Timi Ecimovic, Dr.h.c., Prof. Dr. Mark Esposito, Prof. Em. DDr. Matjaz Mulej and Sir Prof. Dr. Roger B. Haw

ANSTED University, Penang, Malaysia [email protected], [email protected],

[email protected], [email protected]

Povzetek: Ob vstopanju v 'dobo globalizacije' so izzivi za ~love{tvo bolj zapleteni in mo`nosti, da na{a civilizacijapreìvi, ob robu sposobnosti in odgovornosti ~love{tva. Vpliv podnebnikh sprememb, zelo nevarnedejavnosti dràv, ki vstopajo v vojne, uporaba atomskih tehnologij, uporaba ogromnega {tevila kemi~nihizdelkov in sodobne tehnologije - nuklearne, pospe{evalniki, nano, digitalne, GMO, komunikacijske,transportne, oro`ja - brez vednosti, kak{ni bodo srednjero~ni in dolgoro~ni u~inki na biosfero planetaZemlje, ustvarjanje gromnih koli~in odpadkov vseh vrst, podrejenost ~love{tva zveri z imenom denar,izguba u~inkov dela velikega deleà ~love{tva z dejavnostmi urbanizacije in birokracij nacionalnih dràv,mednarodnih in globalnih ter storitev, ki so zelo ste`ka sposobne nahraniti vse globalno prebivalstvo,izguba sposobnosti zagotoviti varno vodo za ljudi, izguba mo`nosti imeti dovolj prostora za ìvljenje,izguba mo`nosti zagotoviti dober zrak za dihanje - to je nekaj izmed izzivov, s katerimi se spopadamozdaj in se bomo najbr` tudi v neznani in morda {e huj{i bodo~nosti. Dru`bena odgovornost podjetij (DOP)so izumili, da bi podprla spopad z novimi izzivi, s katerimi se soo~ajo podjetja in njihovi vplivi na ~love{kodru`bo, ki ji ni uspelo zagotoviti mo`nosdti za lasten obstoj, ampak je odprto velika vrata za zver zimenom denar in njegovo vodilno vlogo, ki ne priznava potreb posameznika, o`je in globalne dru`bedanes in v morda sonaravni prihodnosti. Avtorji verjamejo, da sta DOP in osebna dru`bena odgovornostpozabljeni vrednoti ~love{tva, ki jih zver z imenom denar ne jemlje resno, saj ta zver potrebuje obnavl-janje denarja in jo upravljajo ljudje brez ~love{kih kvalitet/etike.

Klju~ne besede: podjetja, dru`bena odgovornost podjetij, globalizacijsko obdobje, posami~na dru`benaodgovornost, zvez z imenom denar, sonaravni razvoj in sonaravna prihodnost ~love{tva, sintenti~nekemikalije, vpliv podnebnih sprememb, laj{anje vplivov podnebnih sprememb

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THE INDIVIDUAL AND CORPORATE SOCIAL RESPONSABILITY

Abstract: On entering to “Globalisation Ages” the challenges for humanity are more complex and possibilities forsurvival of our civilisation are on the edge of ability and responsibility of humankind. The climate changesystem impact, very dangerous activities of national states entering wars, use of nuclear technologies, useof large number of synthetic chemical products and contemporary technologies from nuclear, particlesacceleration, nano, digital, GMO, communications, transport to armaments, without knowing theirmedium- and long-term effect within the biosphere of the Planet Earth, producing enormous quantities of allsorts of waste, having Money Monster leadership, losing working effects of very large share of humanpopulation with urbanization and national states', international, and global burocracies and servicesactivities, being hardly able to feed the global human population, losing ability to ensure safe water forhumans, losing possibility to have enough space for living and losing possibility to ensure quality air forbreathing, are some of challenges we are facing at present, and likely we shall face them and the unknownand possibly more severe ones in future. The Corporate Social Responsibility (CSR) was invented to supportthe new challenges faced by corporations and their effect on the human society, which failed to supportpossibility for its own survival, and opened a large gate for the Money Monster leadership which does notrecognize the individual, social and global human society's needs of now and in the possible sustainablefuture. Authors believe the CSR and individual social responsibility are forgotten values of the humanityneglected by The Money Master that needs the money reproduction and is managed by humans withouthuman qualities/ethics.

Key words: Corporations, Corporate social responsibility, Globalization age, Individual social responsibility, Money monster, Sustainable (Development) future of humankind, Synthetic chemical products,and the climate change system impact and mitigations

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3.4 Kako do sredstev za razvoj dru`beneodgovornosti?

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3.4.1 DRU@BENA ODGOVORNOST NA PODRO^JU EVROPSKE KOHEZIJSKE POLITIKE

dr. Breda Mulecvodja Sektorja za pravne zadeve in vodenje javnih naro~il

Direktorat za evropske zadeve in investicijeMinistrstvo za okolje in prostor

[email protected]

Povzetek: Evropska kohezijska politika, ki zajema ~rpanje evropskih strukturnih skladov in evropskega kohezijskegasklada, ni ekonomsko u~inkovita. Delovanje strukturnih in kohezijskega sklada ni zastavljeno najopti-malnej{e, temeljni cilj ustanovitve skladov, ki je pove~ati razvoj dolo~ene dràve, pa zato ni doseèn.Nekatere ekonomske {tudije so namre~ pokazale, da Evropska kohezijska politika negativno vpliva na rastBDP (- 0,35%) ali pa je njen vpliv minimalen (+ 0,7%), kar kaè na to, da ima omejen vpliv na razvojdolo~ene dràve.

Klju~ne besede: Evropska kohezijska politika, strukturni skladi, odgovornost

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SOCIAL RESPONSIBILITY AT THE FIELD OF EUROPEAN COHESION POLICY

Abstract: European cohesion policy, which comprises the implementation of European structural funds and EuropeanCohesion fund, has not been economically efficient. The structural funds and the Cohesion fund systemimplementation were not efficiently designed, the main aim of the funds' establishment, which has been toincrease state's development, therefore, has not been reached. Several economical analyses pointed outthat European Cohesion policy has negative impact to the increasing of GDP (- 0, 35%) or the impacthowever has been minimal (+ 0, 7%); therefore it has limited influence to the development of the respectivecountry.

Key words: European cohesion policy, European structural funds, responsibility

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3.4.2 EVROPSKA NEPOVRATNA SREDSTVA V SFERI DRU@BENEODGOVORNOSTI

Beno Stern, MBAdirektor podjetja Pro-Eco d.o.o.

[email protected]

Povzetek: Avtor opozarja, da je vsak projekt, ki generira vi{jo dodano vrednost na zaposlenega in izra`a zavezotrajnostni rasti ter dobi podporo Evropske unije z brezpla~nimi sredstvi, hkrati dru`beno odgovoren inna~in, da se nekaj denarja vrne iz Evropske unijo k davkopla~evalcem. Opi{e politi~ne, finan~ne inprojektno mened

3. mednarodna konferenca - irdo · 2011. 10. 26. · matja` mulej, zaslu`ni profesor (um epf),...

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