3rd IRDO Internationl Conference 2008 by Inštitut za razvoj družbene odgovornosti

3. mednarodna konferenca Dru`bena odgovornost in izzivi ~asa 2008

Prispevki dru`bene odgovornosti k dolgoro~ni uspe{nosti vseh udele`encev na trgu ZBORNIK POVZETKOV 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 odgovornosti Preradovi~eva ulica 26, 2000 Maribor e-po{ta: info@irdo.si http://www.irdo.si tel.: 031 344 883 fax: 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` Mulej Zalo`il: 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 Bla`i~ s.p. (zbornik)

Za verodostojnost besedil odgovarjajo avtorji sami. Prispevki niso lektorirani.

CIP - Katalo`ni zapis o publikaciji Narodna in univerzitetna knji`nica, Ljubljana CIP za tiskani del zbornika

CIP za elektronski del zbornika

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

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 udele`encev 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

MEDNARODNA konferenca Dru`bena odgovornost in izzivi ~asa (3 ; 2008 ; Maribor) Prispevki dru`bene odgovornosti k dolgoro~ni uspe{nosti vseh udele`encev 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 978-961-91828-2-6 1. Gl. stv. nasl. 2. Vzp. stv. nasl. 3. Dru`bena odgovornost in izzivi ~asa 4. Social Responsibility and Current Challenges 5. Hrast, Anita 239268608

ISBN 978-961-91828-3-3 1. Gl. stv. nasl. 2. Dru`bena odgovornost in izzivi ~asa 3. Hrast, Anita 239291136

^astni pokrovitelj: dr. Danilo TĂźrk, predsednik Republike Slovenije

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

KAZALO VSEBINE 1 Predgovor .......................................................................................... 8 2 Program ............................................................................................ 12 2.1 2.2 2.3 2.4

Programski odbor konference .............................................................................................. Organizacijski odbor konference.......................................................................................... Program konference ............................................................................................................ Conference Programme........................................................................................................

12 12 13 16

3 Povzetki referatov predavateljev........................................................ 19 3.1 Institucionalni pogledi na razvoj dru`bene odgovornosti ...................................................... 19 3.1.1 Izobilje brez dru`bene odgovornosti = globalna rev{~ina? ..........................................21 ddr. Matja` Mulej, zaslu`ni profesor (UM EPF), predsednik Strokovnega sveta in{tituta IRDO Anita Hrast, direktorica IRDO - In{titut za razvoj dru`bene odgovornosti 3.1.2 Pregled dogajanj na podro~ju dru`bene odgovornosti v Evropski uniji ..........................22 Meta [toka Debevec, sekretarka na Ministrstvu za delo, druìno in socialne zadeve 3.1.3 Vzpostavitev partnerskega odnosa med varuhom ~lovekovih pravic in zainteresiranimi javnostmi ......................................................................................23 mag. Kornelija Marzel, namestnica varuhinje ~lovekovih pravic, Urad varuha ~lovekovih pravic v Sloveniji 3.2 Primeri dobre prakse: Nem~ija in Avstrija ............................................................................ 25 3.2.1 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 ................................29 Mag. Dr. Iris StraĂ&#x;er, STRASSER & STRASSER Consulting GmbH 3.3 Teoretski pogledi na dru`beno odgovornost - odnosi z javnostmi, ogla{evanje, mediji .......... 31 3.3.1 Longitudinalna analiza poro~anja o dru`beni odgovornosti: primer izbranih slovenskih dru`b ..................................................................................................33 doc. dr. Ur{a Golob, Fakulteta za dru`bene vede Nina Valentin~i~, Absolventka, Fakulteta za dru`bene vede 3.3.2 V pri~akovanju novega etosa v ogla{evanju ............................................................34 Maja Hawlina, direktorica Studia Poper 3.3.3 Mediji kot ogledalo dru`benega odnosa do vpra{anj varstva okolja in narave ..............35 Urban êrvek, Delo, d. d. 3.3.4 Odnosi z javnostmi in dru`bena odgovornost ..........................................................36 mag. 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 ........37 mag. [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 Graz Dr. Filippina Risopoulos, Institute of Geography and Regional Science, University of Graz Martin 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 ....................................................40 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 etc. 5

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

3.4 Kako do sredstev za razvoj dru`bene odgovornosti? ............................................................ 43 3.4.1 Dru`bena odgovornost na podro~ju evropske kohezijske politike ..................................45 dr. Breda Mulec, vodja Sektorja za pravne zadeve in vodenje javnih naro~il Direktorat za evropske zadeve in investicije, Ministrstvo za okolje in prostor 3.4.2 Evropska nepovratna sredstva v sferi dru`bene odgovornosti........................................46 Beno Stern, MBA, direktor Pro-Eco d.o.o. 3.5 Primeri dobre prakse na podro~ju dru`bene odgovornosti .................................................... 47 3.5.1 Zaposlenim prijazno podjetje: {tudija primera Domenca skupina ..................................49 Miha Rejc, vodja korporativnega komuniciranja in odnosov z javnostmi v skupini Domenca 3.5.2 Danes sem sli{ala tvoj sr~ek - donacija Telekoma Slovenije vsem slovenskim porodni{nicam ....................................................................................................50 Tina Cipot Mal, odnosi z javnostmi, Telekom Slovenije 3.5.3 Trimo in Planet Positive: Inovativnost za trajnostni razvoj ..............................................51 mag. 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 ......................................52 mag. 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 ......................53 Olivera 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) ........55 Blanka Kaker, Slovenski institut za kakovost in meroslovje 3.5.7 Osebne vrednote in odgovorno vodenje ..................................................................57 Nikola [opar, vodja kakovosti, Hermes Softlab, d.d. 3.6 Aktivnosti strokovnih zdruènj v Sloveniji na podro~ju razvoja dru`bene odgovornosti.......... 59 3.6.1 Vloga in pomen vklju~evanja dele`nikov, komunikacijske podpore in nevladnih organizacij pri uresni~evanju dru`bene odgovornosti podjetij ....................................61 Darinka Pek Drapal, direktorica Consensus d.o.o. 3.6.2 Razvoj dru`bene odgovornosti v Sloveniji 2004-2008 in aktivnosti in{tituta IRDO ..........63 Anita Hrast, ddr. Matja` Mulej, in{titut IRDO 3.6.3 Predstavitev DOP iniciative ....................................................................................64 Mateja [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..................................................65 dr. Drago Rudel, predsednik ZKPS, in Pierre Lecocq, UNIAPAC Europe 3.6.5 Komunikacijska stroka in dru`bena odgovornost ........................................................67 Alenka 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 ............................................................68 Jadranka 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 ................................................................................70 Mojca Tomin{ek, samostojna svetovalka, [tajerska gospodarska zbornica 3.6.8 ÂťTrdo delaj in pomagaj soseduÂŤ ............................................................................71 Drago Gajzer, predsednik SKEI TAM 3.6.9 Objave v medijih o dru`beni odgovornosti - razvoj v Sloveniji od leta 2006 do 2008 ......72 Anita Hrast, direktorica in{tituta IRDO, Tatjana Novak, direktorica Press Clipping d.o.o.

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

4 Referati predavateljev v celoti (na zgo{~enki) ......................................73 5 Reference predavateljev ....................................................................74 6 Sklepi konference.............................................................................. 84 7 Organizatorji, sofinancerja, sponzorji..................................................85 7.1 7.2 7.3 7.4 7.5 7.6

Organizatorji ...................................................................................................................... Sofinancerja ........................................................................................................................ Medijski pokrovitelji ............................................................................................................ Sponzorji ............................................................................................................................ Kompenzacijski sponzorji .................................................................................................... Donatorji ............................................................................................................................

85 85 86 86 87 87

8 Dodatek ............................................................................................88 8.1 Predstavitev WWW.NFRCSR.ORG, mednarodnega informacijskega portala za dru`beno odgovornost podjetij ........................................................................................ 8.2 IRDO MOZAIK .................................................................................................................... 8.3 Nacionalna nagrada za dru`beno odgovornost prvi~ v Sloveniji .................................... 8.4 Vabilo za ~lanstvo v in{titutu IRDO.................................................................................... 8.5 ANSTED UNIVERSITY To promote WORLD PEACE through cultivating Corporate Social Responsibility (CSR) Practice ..................................................................................

88 90 94 95 98

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

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

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 kaj uporabnih 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 te tematike, 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 dobili pred o~i spoznanje, da je v zgodovini vsaka dru`ba propadla, ko je v njej zmanjkalo dru`bene odgovornosti. Torej ne gre zgolj za dobrodelnost, druìni in zaposlenim prijazne delodajalce in prodajalce ter 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~letja star 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`beno odgovornostjo, se mu slabo pi{e. Nara{~anje kulta prostega ~asa, zlorab drog ipd. kaèjo, da ne govorimo 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 zanemarjanja skrbi za naravno okolje, kar je edina od bistvenih pojavnih oblik pre{ibke dru`bene odgovornosti, hude zlorabe Adama Smitha s teorijo nevidne roke, ki sama uveljavlja dru`beni optimum, ne da kdo posebej skrbi zanj, in zakona o eksternih ekonomikah. Odloèni namesto pokriti stro{ki povzro~ajo po izra~unih Sterna, raziskovalca Svetovne banke, da je dani porast bogastva navidezen, bolj knjigovodski kot dolgoro~no ekonomski, saj bodo stro{ki za obnovo nujnih pogojev za preìvetje ljudi po najlep{em scenariju 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`bene odgovornosti nih~e ne pospravlja npr. v Neaplju na jugu Italije, je enostavno razpoznavna slika, kam vodi zloraba 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 dovolijo delovanja. Tako velja na svetovni ravni. V obmo~jih najve~je blaginje - izobilja ekonomski zakoni tudi ne delujejo 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~no tako, da ustvarjajo navidezne potrebe iz èlje, torej pogosto neutemeljene. Z njimi zagotavljajo zaposlovanje in dobi~ke, a hkrati uni~ujejo po nepotrebnem naravno okolje, brez katerega ~love{tvo ne more ìveti iz svojih biolo{kih razlogov, in naravne vire, ki jih vse bolj zmanjkuje. Ne za potrebe, ampak za navidezne 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{ke in dru`bene odgovornosti, je v fazi po izobilju sledil propad, pove zgodovina. Mesto Rim je padlo od milijona na vsega 10.000 prebivalcev. Sodobna obmo~ja tkim. èleznega pasu v severnih predelih ZDA s Pittsburghom in sosednjimi mesti doìvljajo podobno usodo. Ljudje se mnoì~no izseljujejo in najbolj napredujejo obmo~ja, ki v njihovi etiki velja najve~ dajanje prednosti toleranci, ki privablja talente, ~etudi se 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 za njihovo delovanje zagotavlja osnovne pogoje. 8

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

Torej gre za temo, za katero bi tudi Slovenija utegnila biti krepko zainteresirana. Zato smo v IRDO pripravili osnutek za dru`beno strategijo razvoja dru`bene odgovornosti. Povzela sva ga v svojem konferen~nem prispevku. 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 v Sloveniji, {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 z vedno novimi prijavami, tako da smo jih kar nekaj morali tudi zavrniti, saj je v programu preprosto zmanjkalo ~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 predsednik Republike Slovenije prof. dr. Danilo TĂźrk. Smrt prej{njega predsednika dr. Janeza Drnov{ka in ~astnega pokrovitelja konference Dru`bena odgovornost in izzivi ~asa v preteklih dveh letih nas je potrla, a sodelovanja in{tituta IRDO z najbolj odgovornimi organi Slovenije ni uni~ila. Torej v preteklih letih ni {lo le za osebno gesto velikega humanista, ampak se za enako velikega humanista s {irokim pogledom na prihodnost 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{~evalci javnosti. To so pomembni koraki naprej.

Anita Hrast, ustanoviteljica in direktorica in{tituta IRDO

zasl. prof. ddr. Matja` Mulej, predsednik Strokovnega sveta in{tituta IRDO

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

SOCIAL RESPONSIBILITY IS ABOUT SURVIVAL OF HUMANKIND Dear and estimated delegates to the 3rd Conference on 'Social Responsibility and Current Challenges 2008'! In Slovenia, social responsibility is like a meadow to be turned in a field to yield some useful fruits for humanity. Work on this field is not easy. Despite of all obstacles, especially the financial ones, we do not give up and continually do our pioneering work about social responsibility. We have not been the very first pioneers concerning this topic, but we are the first ones trying do work on it as a specialized research organization 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 also its blind alley: it causes the end of motivation to work in order to have, because one has everything. If humankind 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 that we are not talking a very far future. These attributes can serve for measurement how strong or absent is social responsibility. Similarly correct is, most likely, Prof. Stern who has published a book on economic consequences of decades of human neglecting of its care for its natural environment, which is actually an essential form of a too poor social responsibility, a terrible abuse of Adam Smith with his theory of invisible hand that is supposed to provide for the social optimum on its own with nobody's specific care for it, and of the law of external economics. The postponed rather than covered cost, according to Stern's calculations (as a researcher in the World Bank) cause the demonstrated growth of wealth to be fictitious, a book-keeping rather than long-term economic story: cost for renewal of the unavoidable preconditions for humankind's survival will be in the best case scenario bigger than both world wars of the 20th century together, in a less optimistic scenario they will diminish the world-wide GDP for 20%. Thus, economists praise with fictitiously correct data the success of progress which is enabled by the competitive pressure, entrepreneurship, and innovation that are complemented up by the useful routine with no harm-full routine-cherishing behavior. The given state of handling waste that nobody clears for profit reasons and for a lack of social responsibility e.g. in Naples in South Italy, is a simple-to-understand picture whereto does the abuse of the law of external economics and the law of invisible hand lead in the current practice. Economic laws do not work, because irresponsible 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 on the global level. In areas of the biggest richness - affluence the economic laws also fail to work, because their basic supposition no longer works: resources are no longer much smaller than needs. They were smaller in Adam Smith' times, but no longer in the most advanced areas. Companies seek short-term solutions by changing wants to needs, often with no real backing. Thus they provide jobs and profits, but at the same time they destroy, with no real need, the humankind's natural environment without which humankind cannot live for its biological reasons, and natural resources that are increasingly scarce. Not for needs, but for fictitious 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 city of Rome fell from one million to only ten thousand inhabitants. The contemporary areas of the called iron 10

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

belt in northern USA with Pittsburgh and neighboring cities are facing a similar fade. People move out in big numbers. The biggest progress is taking place in areas with ethics favoring tolerance that invites talents despite of their specific behavior refusing routine, and hence it makes sense to invest in technology in these areas. Creativity belongs to the central forms of social responsibility of individuals and institutions providing the bas 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 we have drafted social strategy for development of social responsibility. We summarized it in our conference contribution. 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 of the Slovenian society concerning social responsibility. In preparation for them we found that the list of important events has grown from year to year, but it still far away from making social responsibility a prevailing 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 has been growing with new and new applications of speakers. We had to refuse quite a number of them because the program was no longer able to incorporate all of them who would be able to contribute from their research and practice of their organizations. We are also very glad to see the president of Slovenia Prof. Dr. Danilo TĂźrk to be the honorary sponsor of the 3rd IRDOconference. The death of the previous president and honorary sponsor of the 1st and 2nd IRDO conferences Dr. Janez Drnov{ek left as devastated. But it did not ruin IRDO's co-operation with the most responsible institutions of Slovenia; thus the point was not only in a personal gesture of a great humanist, but his successor shows up as a similarly great humanist with a broad view of the future of Slovenia 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 government bodies and public media. These are important steps forward.

Anita Hrast, Establisher and Manager of IRDO

Prof. Emer. DDr. Matja` Mulej, Chair of the Expert Board of IRDO

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

2 PROGRAM 2.1 PROGRAMSKI ODBOR KONFERENCE ddr. Matja` Mulej, zaslu`ni profesor, Ekonomsko-poslovna fakulteta Univerze v Mariboru in In{titut IRDO, predsednik Programskega odbora konference in predsednik Strokovnega sveta in{tituta IRDO Magdalena Tovornik, vi{ja svetovalka predsednika RS za politi~ne zadeve in ~lanica Strokovnega sveta in{tituta IRDO Meta [toka Debevec, sekretarka na Ministrstvu RS za delo, dru`ino in socialne zadeve, ~lanica Skupine predstavnikov za dru`beno odgovornost v Direktoratu za zaposlovanje in socialne zadeve pri Evropski komisiji mag. 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 Ljubljana dr. Gerald Steiner, Karl-Franzens Universitat Graz, Avstrija dr. Filippina Risopoulos, Karl-Franzens Universitat Graz, Avstrija mag. Grit Ackermann, vodja oddelka za mednarodno sodelovanje pri Zdru`enju delodajalcev Slovenije Uro{ Zarnik, direktor Slovenske fundacije za poslovno odli~nost Anita Hrast, direktorica In{tituta IRDO

2.2 ORGANIZACIJSKI ODBOR KONFERENCE Anita Hrast, direktorica In{tituta IRDO, predsednica Organizacijskega odbora konference Angelca Ademovi~, direktorica Creditexpress d.o.o. in podpredsednica Sveta zavoda in{tituta IRDO Stanko Obradovi~, direktor Medis-M d.o.o. in predsednik Sveta zavoda in{tituta IRDO Vinko Kurent, podpredsednik Zdru`enja 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 IRDO Alenka Jakomin, Slovensko dru{tvo za odnose z javnostmi (PRSS), Sekcija za dru`beno odgovornost Polona Marin{ek, Slovensko dru{tvo za odnose z javnostmi (PRSS), Sekcija za dru`beno odgovornost

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

2.3 PROGRAM KONFERENCE 1. dan: ~etrtek, 5. junij 2008

moderator: prof. ddr. Matja` Mulej

URA

PROGRAM

8.30 - 9.00 9.00 - 9.55 9.00 - 9.10

Registracija udeleèncev Uvodni nagovori Pozdravne besede v imenu ~astnega pokrovitelja predsednika RS prof. dr. Danila TĂźrka Magdalena Tovornik, vi{ja svetovalka predsednika RS za politi~ne zadeve in ~lanica Strokovnega sveta in{tituta IRDO Pozdravne besede v imenu organizatorjev ddr. Matja` Mulej, zaslu`ni profesor, Ekonomsko-poslovna fakulteta Univerze v Mariboru in In{titut IRDO, predsednik Programskega odbora konference in predsednik Strokovnega sveta in{tituta IRDO In{titut IRDO Anita Hrast, direktorica In{tituta IRDO [tajerska gospodarska zbornica mag. Aleksandra Podgornik, direktorica [tajerske gospodarske zbornice Slovensko dru{tvo za odnose z javnostmi (PRSS) mag. Natalija Postru`nik, podpredsednica uprave, Slovensko dru{tvo za odnose z javnostmi (PRSS) Zdruènje delodajalcev Slovenije mag. Grit Ackermann, vodja oddelka za mednarodno sodelovanje pri Zdruènju delodajalcev Slovenije Slovenska fundacija za poslovno odli~nost Uro{ Zarnik, direktor Slovenske fundacije za poslovno odli~nost Institucionalni pogledi na razvoj dru`bene odgovornosti 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 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 zaposlovanje in socialne zadeve pri Evropski komisiji Vzpostavitev partnerskega odnosa med varuhom ~lovekovih pravic in zainteresiranimi javnostmi mag. Kornelija Marzel, namestnica varuhinje ~lovekovih pravic, urad varuha ~lovekovih pravic v Sloveniji Odmor za kosilo Primeri dobre prakse: Nem~ija in Avstrija Rethinking Responsibility - CSR and its role for business, society and politics Anna Peters, Project Manager Corporate Social Responsibility, Bertelsmann Foundation, Germany The TRIGOS award helps Austrian companies to communicate CSR Mag. Dr. Iris StraĂ&#x;er, STRASSER & STRASSER Consulting GmbH, Austria Odmor Teoretski pogledi na dru`beno odgovornost - odnosi z javnostmi, ogla{evanje, mediji Longitudinalna analiza poro~anja o dru`beni odgovornosti: primer izbranih slovenskih dru`b doc. dr. Ur{a Golob in Nina Valentin~i~, Fakulteta za dru`bene vede Univerze v Ljubljani

9.10 - 9.20

9.20 - 9.25 9.25 - 9.30 9.30 - 9.35

9.35 - 9.40

9.40 - 9.45 9.45 - 10.30 9.45 - 10.05

10.05 - 10.25

10.25 - 11.45

11.45 - 13.00 13.00 - 14.30 13.00 - 13.45

13.45 - 14.30 14.30 - 14.45 14.45 - 16.00 14.45 - 15.00

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

15.00 - 15.15 15.15 - 15.30 15.30 - 15.45

15.45 - 16.00 16.00 - 17.00

17.00 - 17.30 19.30 - 21.30

V pri~akovanju novega etosa v ogla{evanju Maja Hawlina, kreativna in konceptualna direktorica Studia Poper d.o.o. Mediji kot ogledalo dru`benega odnosa do vpra{anj varstva okolja in narave Urban êrvek, Delo d.d. Odnosi z javnostmi in dru`bena odgovornost mag. Simona @ièk [arotar, Martina Mau~ec, Ekonomsko-poslovna fakulteta Univerze v Mariboru Popolnoma odgovorno upravljanje kot element dolgoro~nih konkuren~nih prednosti mag. [tefka Gorenak, predavateljica na Visoki komercialni {oli Celje 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 Razprava o temah s predavanj prvega dne ter zaklju~ek prvega dne konference s sklepi 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

PROGRAM

8.30 - 9.00 9.00 - 9.05

Registracija udele`encev Uvodni pozdrav ddr. Matja` Mulej, zaslu`ni profesor, Ekonomsko-poslovna fakulteta Univerze v Mariboru in In{titut IRDO, predsednik Programskega odbora konference in predsednik Strokovnega sveta in{tituta IRDO The individual and corporate social responsability 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, Malaysia etc. Kako do sredstev za razvoj dru`bene odgovornosti? Dru`bena odgovornost na podro~ju evropske kohezijske politike dr. Breda Mulec, vodja Sektorja za pravne zadeve in vodenje javnih naro~il, Direktorat za evropske zadeve in investicije, Ministrstvo za okolje in prostor Evropska nepovratna sredstva v sferi dru`bene odgovornosti Beno [tern, MBA, direktor Pro-Eco d.o.o. Odmor Primeri dobre prakse na podro~ju dru`bene odgovornosti Zaposlenim prijazno podjetje: {tudija primera Domenca skupina Miha 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 razvoj mag. Danijel Zupan~i~, namestnik glavne direktorice za tehni~no podro~je in tehni~ni direktor, Trimo d.d. Pomen korporativne dru`bene odgovornosti v zavarovalni{tvu mag. Bo{tjan Jenko, izvr{ni direktor sektorja korporativnega marketinga, KD @ivljenje, zavarovalnica, d. d.

9.05 - 9.30

9.30 - 10.20 9.30 - 9.50

9.50 - 10.20 10.20 - 10.30 10.30 - 13.00

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

13.00 - 13.30 13.30 - 14.30

14.30 - 15.00

Sinergija: dru`bena odgovornost nastaja kot rezultat usklajenih odnosov Olivera 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 vodenje Nikola [opar, vodja kakovosti, Hermes Softlab, d.d. Namesto kosila: odmor s prigrizkom 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 IRDO PREDSTAVITEV 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 odgovornost Alenka Jakomin, Polona Marin{ek, Sekcija za spodbujanje dru`bene odgovornosti pri Slovenskem dru{tvu za odnose z javnostmi Slovensko zdruènje ZN za trajnostni razvoj Jadranka 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 zbornica Trdo delaj in pomagaj sosedu Drago Gajzer, predsednik SKEI TAM Objave 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. Zaklju~ek konference s sklepi prvega in drugega dne

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

2.4 CONFERENCE PROGRAMME Day 1: Thursday, 5th of June 2008

Moderator: prof. ddr. Matja` Mulej

TIME

PROGRAMME

8.30 - 9.00 9.00 - 9.55 9.00 - 9.10

Registration of participants INTRODUCTION SPEECHES 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 Introduction speec in the name of organizers Dr. Dr. Matja` Mulej, Professor Emeritus, Faculty of Economics and Business, University of Maribor, President of IRDO Expert Board, and Head of Conference Program Board IRDO Institute Anita Hrast, general manager, IRDO Institute Styria Chamber of Commerce and Industry M.A.. Alenka Podgornik, General Manager of Styria Chamber of Commerce and Industry Slovene Association for PR M.A.. Natalija Postru`nik, president deputy of the board, Slovene association for PR (PRSS) The Association of Employers of Slovenia M.A.. Grit Ackermann, leader of international collaboration Department at Slovene Employers Association Slovene Foundation for Business Excellence Uro{ Zarnik, general manager of Slovene Fund for Business Excellence INSTITUTIONAL VIEWS ON SOCIAL RESPONSIBILITY DEVELOPMENT 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 Overview of processes concerning social responsibility in European Union Meta [toka Debevec, secretary-general at Ministry of Labour, Family and Social Affairs of Slovenia, member of Group of representatives for social responsibility at Directorate for employment and social affairs at European Commission Establishment of partner-like relationships between the ombudsman in interested publics mag. Kornelija Marzel, Deputy Ombudswoman, Slovene Ombudswoman Office LUNCH Samples of good practice: Germany and Austria Rethinking Responsibility - CSR and its role for business, society and politics Anna Peters, Project Manager Corporate Social Responsibility, Bertelsmann Foundation, Germany The TRIGOS award helps Austrian companies to communicate CSR Mag. Dr. Iris StraĂ&#x;er, STRASSER & STRASSER Consulting GmbH, Austria Coffee break Theoretical viewpoints on social responsibility - public relations, advertising, media A Longitudinal Analysis of Corporate Social Responsibility Reporting: The case of Selected Slovene Companies doc. dr. Ur{a Golob in Nina Valentin~i~, Faculty for social sciences University of Ljubljana Expecting a new ethos in advertisement Maja Hawlina, general manager Studio Poper d.o.o. Media as a reflection of public discourse on environmental issues Urban ^ervek, Delo d.d.

9.10 - 9.20

9.20 - 9.25 9.25 - 9.30 9.30 - 9.35

9.35 - 9.40

9.40 - 9.45 9.45 - 10.30 9.45 - 10.05

10.05 - 10.25

10.25 - 11.45 11.45 - 13.00 13.00 - 14.30 13.00 - 13.45

13.45 - 14.30 14.30 - 14.45 14.45 - 16.00 14.45 - 15.00

15.00 - 15.15 15.15 - 15.30

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

15.30 - 15.45 15.45 - 16.00 16.00 - 17.00

17.00 - 17.30 19.30 - 21.30

Public relations and corporate social responsibility mag. Simona @i`ek [arotar, Martina Mau~ec Total responsibility management (TRM) as element of long-term competitive advantages [tefka Gorenak, High Commercial school Celje 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 DISCUSSION ON THEMES OF 1ST CONFERENCE DAY THEMES WITH CONCLUSIONS 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

PROGRAMME

8.30 - 9.00 9.00 - 9.05

Registration of participants Introduction speech Dr. Dr. Matja` Mulej, Professor Emeritus, Faculty of Economics and Business, University of Maribor, President of IRDO Expert Board, and Head of Conference Program Board The individual and corporate social responsibility 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, Malaysia etc. How to get funding for social responsible projects? 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 European free means concerning social responsibility Beno [tern, MBA, general manager Pro-Eco d.o.o. Coffee break Samples of good practice on social responsibility Employee friendly company: Domenca group Miha 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 obstetric hospitals 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 company mag. Bo{tjan Jenko,executable manager for corporate marketing, KD @ivljenje, zavarovalnica, d.d. Sinergy: Holistic approach to the social responsibility Olivera 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 leadership Nikola [opar, qulaity manager, Hermes Softlab, d.d. Instead of Lunch: Break with snack

9.05 - 9.30

9.30 - 10.20 9.30 - 9.50

9.50 - 10.20 10.20 - 10.30 10.30 - 13.00

13.00 - 13.30

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

13.30 - 14.30

14.30 - 15.00

Professional associations activities on social responsibility field in Slovenia Social 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 Initiative Mateja [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 responsibility Alenka Jakomin, Polona Marin~ek, Slovene association for PR, Section for development of social responsibility United Nations Global Compact Slovenia Jadranka 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 ÂťWork hard and help your neighbourÂŤ Drago Gajzer, president SKEI TAM Media Publications about Social Responsibility - evolution in Slovenia in 2006 - 2008 Anita Hrast, IRDO Institute, Tatjana Novak, general managfer Press Clipping d.o.o. CLOSING OF CONFERENCE WITH CONCLUSIONS OF 1ST AND 2ND DAY

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

3.1 Institucionalni pogledi na razvoj dru`bene odgovornosti

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

3.1.1 IZOBILJE BREZ DRU@BENE ODGOVORNOSTI = GLOBALNA REV[^INA? ddr. Matja` Mulej zaslu`ni profesor (UM EPF), predsednik Strokovnega sveta in{tituta IRDO mulej@uni-mb.si

Anita Hrast direktorica IRDO IRDO - In{titut za razvoj dru`bene odgovornosti SI-2000 Maribor, Preradovi}eva 26 anita.hrast@irdo.si

Povzetek: Rev{~ina je sodoben globalen pojav. Je posledica dane uporabe in zlorabe dane ekonomske teorije v sinergiji s pretirano specializacijo brez ustvarjalnega med-strokovnega sodelovanja, ki bi dalo pot do zadostne in potrebne celovitosti. Dru`bena odgovornost je med drugim koncept vrednot, s katerimi bi se dala najti pot iz sedanje slepe ulice ~love{tva, v katero ga vodita koncept gospodarske rasti (ne glede na resni~ne potrebe po njej) in zloraba eksternih ekonomik. Zato kaè storiti ve~, da bi vodilni dru`beni organi dosledneje podpirali razvoj dru`bene odgovornosti, na primer z vzpostavitvijo (med-)dràvne strategije za razvoj dru`bene odgovornosti, ne da bi vplivni tudi po tej poti zlorabili svoj vpliv. Potrebna je 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 potrebna celovitost ----------------------------------------

AFFLUENCE WITH NO SOCIAL RESPONSIBILITY = MISERY/POVERTY?

Abstract: Misery/poverty is a contemporary global feature. It results from the given use and misuse of economic theory in synergy with the over-specialization and related lack of creative inter-disciplinary co-operation that would provide a way to the requisite holism. Social responsibility, among other attributes, is a concept of values that might enable humankind to find its way from its given blind alley, into which the concept of economic 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 the development of social responsibility, e.g. by establishing an (inter-)national strategy for the development of social 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 humankind to survive. Key words: ethic of interdependence; innovation; misery/poverty; requisite holism; social responsibility

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

3.1.2 PREGLED DOGAJANJ NA PODRO^JU DRU@BENE ODGOVORNOSTI V EVROPSKI UNIJI Meta [toka Debevec sekretarka na Ministrstvu RS za delo, dru`ino in socialne zadeve, ~lanica Skupine predstavnikov za dru`beno odgovornost v Direktoratu za zaposlovanje in socialne zadeve pri Evropski komisiji metka.stoka-debevec@gov.si

Povzetek: Dru`bena odgovornost na ravni Evropske unije ostaja aktualna in {e pridobiva pomembnost. Aktivnosti so {tevilne tudi v dr`avah ~lanicah, ki i{~ejo nove na~ine spodbujanja in uveljavljanja dru`bene odgovornosti kot prispevka k trajnostnemu razvoju. Prispevek so prikazuje glavne akterje na nivoju evropske unije in njihove poglavitne aktivnosti v 2007. letu. Prikazuje rezultate raziskav in na~rti za nove raziskave. Omenja pretekle in napovedane nove dogodke, prikazuje primere dobre prakse treh dr`av. Klju~ne besede: Dru`bena odgovornost podjetij, Evropska unija, Slovenija ----------------------------------------

OVERVIEW OF PROCESSES CONCERNING SOCIAL RESPONSIBILITY IN EUROPEAN UNION Abstract: Social responsibility remains crucial; it is even gaining importance in European Union. There are many activities in many member states that seek new forms to encourage and implement social responsibility as a contribution to sustainable development. Contribution presents main actors at the EU level and their main activities in 2007. It summarizes research results and new research plans. It mentions the past and the foreseen new events, and briefs good case of three countries. Key words: Corporate social responsibility, European Union, Slovenia

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

3.1.3 VZPOSTAVITEV PARTNERSKEGA ODNOSA MED VARUHOM ^LOVEKOVIH PRAVIC IN ZAINTERESIRANIMI JAVNOSTMI mag. Kornelija Marzel namestnica varuhinje ~lovekovih pravic, Urad varuha ~lovekovih pravic v Sloveniji kornelija.marzel@varuh-rs.si

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 dobi pribli`no 3.000 pobud, dnevno okoli 80 telefonskih klicev. Sodeluje z dr`avnimi organi in drugimi nosilci javnih 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 ----------------------------------------

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 with government bodies and other public authorities, civil society, media, and international publics; she organizes conferences and project, works on awareness and promotion of human rights Key words: Ombudsman, Slovenia

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

3.2 Primeri dobre prakse: Nem~ija in Avstrija

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

3.2.1 PONOVEN PREMISLEK O ODGOVORNOSTI - DRU@BENA ODGOVORNOST PODJETJA IN NJENA VLOGA ZA POSLOVANJE, DRU@BO IN POLITIKO Anna Peters Project Manager Corporate Social Responsibility, Bertelsmann Foundation, Germany anna.peters@bertelsmann.de

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 vlogo in se osredoto~a na tri stebre: a) odgovornost do dele`nikov, b) vodenje osrednjega posla na sonaraven in odgovoren na~in, in c) delovati kot podjetje - dr`avljan. Toda DOP je lahko ve~ kot 'izvajanje dobrega poslovanja' ali 'dejavnosti, da je poslovanje dobro'. Z bolj globalnega vidika zajema DOP lahko tudi poslovne in dru`bene dejavnike pri re{evanju zapletenih problemov. 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 se ukvarjajo s svojimi DOP. Program se osredoto~a na vlogo podjetij, da razvijajo re{itve za pere~a dru`bena vpra{anja na lokalni, regijski in mednarodni ravni. Poleg tega njen program krepi sposobnosti politike in civilne 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 z imenom 'Tr`nica (Market place)'. Zamisel pomaga vzpostavljati partnerstvo med zasebnimi in civilnimi organizacijami. 'Podjetja za regijo (Companies for the region)' je pripomo~ek, ki podpira regijske dejavnosti raznih organizacij glede DOP, tako da pospe{uje podjetni{ko partnerstvo, s katerim se la`je ukvarjajo s pere~imi problemi skupnosti (npr. pomanjkanje usposobljenih delavcev). Na mednarodni ravni je Fondacija Bertelsmann oktobra 2007 izdala {tudijo 'Navigator po DOP (The CSR-Navigator)'. Ta {tudija o DOP je prva te vrste in prou~uje mo`nosti vladnih organov, da oblikujejo po{ten in uravnove{en proces globalizacije. Navajamo eno od klju~nih spoznanj tega Navigatorja po DOP: Vgraditev DOP v dr`avne politike se da {teti za prvi pomemben korak k novemu pristopu, v katerem je vladanje 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 skupaj tvorijo dru`bo.' André Habisch in Jan Jonker v: »CSR - A subject with substance? (2005)« (DOP _ Tema z vsebino?) Klju~ne besede: DOP, tr`nica, NVO, podjetja, fundacija, vlada, globalizacija, dru`ba

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

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 in a 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 complex problems. By that CSR is a tool to rethink and sharpen the balance between those institutions that are leading 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 their corporate social responsibilities. The program focuses on the companies’ role to develop solutions for urgent societal questions on a local, regional and international level. Also, our CSR program strengthens the capabilities of politics and civil society to contribute to problem solving by cooperating with business actors. 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 innovative tool called “Market place”. That idea helps establishing partnerships between both private and civil organizations. “Companies for the region” supports regional activities of various companies in the field of CSR by promoting business-partnerships that help to address pressing problems in the community (e.g. lack of qualified labor). On the international level, the study “The CSR-Navigator” has been released in October last year. That CSR study – the first of its kind - explores how governments can shape a fair and balanced process of globalization. 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, shared governance approach. The aim of our study is to help rethinking the balance between business, society and politics. The lecture Rethinking Responsibility – CSR and its role for business, society and politics will mainly focus on 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 up society.” André Habisch and Jan Jonker in “CSR – A subject with substance? (2005) Key words: CSR, Company, NGO, goverment, fundation, society, globalization

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

3.2.2 NAGRADA TRIGOS POMAGA AVSTRIJSKIM PODJETJEM PORO^ATI O DOP Mag. Dr. Iris Straßer STRASSER & STRASSER Consulting GmbH, St. Veiter Straße 1 A-9020 Klagenfurt is@strasser-strasser.at / www.strasser-strasser.at

Povzetek: Avstrijska podjetja so {e vedno precej zadràna glede sporo~anja o svojih dejavnostih glede dru`bene odgovornosti podjetij (DOP). Zlasti mala in srednja podjetja se bojijo uporabiti svoje dru`beno angaìranje 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~ne projekte glede DOP od l. 2004. Nagrada pomaga podjetjem vseh velikosti prikazati njihove dejavnosti javno. TRIGOS zagotavljajo avstrijsko predstavni{ki organi gospodarstva in nekaj velikih nevladnih organizacij, 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!” (‚Pokaìte odgovornost!') v ju`ni Avstriji, je imela odgovornost za uvedbo te dràvne nagrade na koro{ko v letu 2007 in v [tajersko v l. 2008. Pokazala bo bistvo nagrade in izide obse`ne {tudije, ki je analizirala zlasti osrednje koristi, ki jih imajo od nagrade TRIGOS nagrajenci. Klju~ne besede: Nagrada TRIGOS, Poro~anje o DOP, Koro{ka, [tajerska ----------------------------------------

TRIGOS AWARD HELPS AUSTRIAN COMPANIES TO COMMUNICATE CSR Abstract: Austrian companies are still quite reserved about communicating their activities in corporate social responsibility. Especially SME's are rather afraid of using their social engagement for marketing purposes. Most of the local companies understand their activities as a matter of course. The contribution, at first, presents the Austrian TRIGOS award that has rewarded businesses for excellent CSR-projects since 2004. This award helps enterprises of all sizes to present their activities in public. TRIGOS is provided by the Austrian representations of national economy and some large NGOs as Caritas and others. Projects in the categories employees, market, ecology and society are awarded. Straßer, who is the head of the regional CSR-initiative called “Verantwortung zeigen!” in Southern Austria, was responsible for introducing this national CSR-award to Carinthia in 2007 and to Styria in 2008. She will provide an insight into the award and present the results of a large study that analyzed especially the main benefits of the TRIGOS award from the winner's view. Key words: TRIGOS Award, Communication of CSR, Carinthia, Styria

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

3.3 Teoretski pogledi na dru`beno odgovornost - odnosi z javnostmi, ogla{evanje, mediji

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

3.3.1 LONGITUDINALNA ANALIZA PORO^ANJA O DRU@BENI ODGOVORNOSTI: PRIMER IZBRANIH SLOVENSKIH DRU@B dr. Ur{a Golob Docentka, Fakulteta za dru`bene vede, Kardeljeva pl. 5, Ljubljana ursa.golob@fdv.uni-lj.si

Nina Valentin~i~ Absolventka, Fakulteta za dru`bene vede, Kardeljeva pl. 5, Ljubljana nina.valentincic@gmail.com

Povzetek: Prispevek se ukvarja s problematiko poro~anja o dru`beni odgovornosti med slovenskimi podjetji. Poro~anje je ena izmed klju~nih oblik komuniciranja o dru`beni odgovornosti. Osrednji del prispevka predstavlja analiza vsebine letnih poro~il in posebnih poro~il o dru`beni odgovornosti med izbranimi slovenskimi podjetji v obdobju med 1998 in 2006. Rezultati analize ka`ejo, da je poro~anje o dru`beni odgovornosti med ve~jimi slovenskimi podjetji precej razvito, saj kar nekaj podjetij za komuniciranje o svojih dru`beno odgovornih praksah uporablja posebna letna poro~ila. Rezultati ka`ejo tudi, da se je poro~anje o dru`beni odgovornosti izrazito pove~alo med leti 2001 in 2002 in {e nara{~a, medtem ko je bilo pred tem obdobjem poro~anje precej 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 ----------------------------------------

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 part of this paper is the content analysis of annual reports and special corporate social responsibility reports of Slovene companies in the period from 1998 until 2006. Results of the analysis indicate that corporate social responsibility reporting is well developed among the biggest Slovene companies; quite many of them use special reports to address different stakeholders. The results also show that corporate social responsibility reporting has increased significantly between the years 2001 and 2002 and is still increasing. Before this period the reporting practices were not as comprehensive. The key themes that are most frequently reported include: employees, local community and environment. Key words: Corporate Social Responsibility, reporting, stakeholder expectations, annual reports, content analysis

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

3.3.2 V PRI^AKOVANJU NOVEGA ETOSA V OGLA[EVANJU Maja Hawlina direktorica Studio Poper, Prule 19, 1000 Ljubljana maja@poper.si, www.poper.si

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

EXPECTING A NEW ETHOS IN ADVERTISEMENT Abstract: Today, advertisement and brands are colonizing the public and increasing the mental space. Despite of that and despite of growing advertisement budgets, the failures behind the nice faรงade of marketing and advertisement are growing visibly. Consumers' and customers' doubts about methods, approaches and efficiency of the traditional advertisement are growing visibly, too. The advertisement industry is flirting with social responsibility, but practices it very rarely. The reason lies in the logic of the specific communication approaches of the advertisement and the concept of the advertisement agency. Persons with insight in the blind alleys of the traditional advertisement are accepting the challenge of how to restore and build the spirit of confidence and relationship with consumers, how to authorize them for their real choices, and how to speak to them respectfully. In future, the successful communication enterprises will change their approach to communication with their consumers and involve them actively in communication processes. Key words: commercial advertisement, socially responsible advertisement, authorization, public space, new communication expertise

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

3.3.3 MEDIJI KOT OGLEDALO DRU@BENEGA ODNOSA DO VPRA[ANJ VARSTVA OKOLJA IN NARAVE Urban ^ervek Delo, d. d., Dunajska 5, Ljubljana urban.cervek@delo.si

Povzetek: Vpra{anja onesna`evanja okolja, njegovega uni~evanja, ter predvsem posledic, ki jih to povzro~a za ~loveka in njegovo ÂťblagostanjeÂŤ, so vse bolj v ospredju javnega diskurza, tako politike, gospodarstva, kot raznih nevladnih organizacij. To se seveda odra`a tudi v medijih, ki tem temam posve~ajo vse ve~ pozornosti. V prispevku analiziram medijsko poro~anje o temah, ki se dotikajo omenjene problematike pred desetimi leti in danes. V osrednjem slovenskem dnevniku Delo smo pregledali uredni{ke komentarje in mnenjske strani pred desetimi leti (v letu 1997) in danes (leta 2007). Na podlagi komentarjev in objavljenih mnenj ugotavljamo razlike v temah, ki so bile aktualne takrat in tistih, ki so aktualne danes, prav tako pa iz {tevila prispevkov sklepamo, kako se je spremenila pozornost medijev do omenjene problematike v tem ~asu. Klju~ne besede: Mediji, okolje, uredni{ka politika, javni diskurz, ekologija ----------------------------------------

MEDIA AS A REFLECTION OF PUBLIC DISCOURSE ON ENVIRONMENTAL ISSUES Abstract: Issues dealing with pollution, degradation of environment and the consequences these have, especially for public welfare, are increasingly becoming the focus of public discourse - politics, economy, as well as nongovernmental organizations. Consequently, this is being reflected in media discourse, in the sense that these 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 looked at editorials and opinion pages published in the widely read Slovenian daily newspaper Delo in the year 1997 and compared them to those in 2007. Comparing editorials and opinions I found several differences in the topics covered now and ten years ago; at the same time the number of articles written about environmental issues also illustrates how media's attention has changed in this time. Key words: media, environment, editorial gidance, public discourse, ecology

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

3.3.4 ODNOSI Z JAVNOSTMI IN DRU@BENA ODGOVORNOST mag. Simona @i`ek [arotar Ekonomsko poslovna fakulteta Univerze v Mariboru zizek@uni-mb.si

Martina Mau~ec Ekonomsko poslovna fakulteta Univerze v Mariboru tina.maucec@siol.net

Povzetek: Organizacija in okolje sta ve~plastno povezana. V sodobnem svetu ena izmed povezav temelji na zagotavljanju dru`bene odgovornosti organizacij (DOP). Zato postaja koncept DOP vedno bolj pomembna prvina delovanja organizacij in zato sestavni del njihovih politik. Sodobne organizacije svojo DOP predstavljajo s komuniciranjem, ki ga dovolj celovito upravljajo. Pomemben del komuniciranja, ki slu`i kot most med organizacijo in okoljem, predstavljajo odnosi z javnostmi. Da bi organizacije lahko uresni~evale kakovostne, eti~ne in dolgoro~ne odnose, morajo odnose z javnostmi tudi strate{ko na~rtovati. To v konceptu DOP pomeni, da sodobna organizacija definira svojo vlogo in polo`aj v obravnavanem okolju ter dolo~i orodja, s katerimi bo ta koncept dosegala. Tako je za poslovanje pomembno, 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~ja delovanja dru`bene odgovornosti, poro~anje o dru`beni odgovornosti, poro~anje o dru`beni odgovornosti kor orodje odnosov z javnostmi ----------------------------------------

PUBLIC RELATIONS AND CORPORATE SOCIAL RESPONSIBILITY Abstract: Organization and environment are connected in several different ways. In the modern world one of these connections is based on ensuring the organization's corporate social responsibility (CSR). Because of that the CSR concept is becoming an increasingly important element in the organization's activity and is therefore an important constituent of the organization's policy. CSR of modern organizations is reflected through the requisitely holistically mened`d organizational communication. An important part of communication, which builds the bridge between the organization and its environment, are public relations. They must be strategically planned, if an organization wants to realize its ethical, high-quality and long-term relations. The strategic planning of public relations concerning CSR concept means that a modern organization defines its role and position in its worked-on environment. It, also, must define tools for achieving the mentioned concept. Therefore it is important that the organization not only is aware of its business effectiveness, but also of its CSR, which hence must be presented in the appropriate way. Key words: organization communication, public relations, corporate social responsibility, communication in connection whit corporate social responsibility ; corporate social responsibility working area; corporate social responsibility report; corporate social responsibility report as instrument of public relations

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

3.3.5 POPOLNOMA ODGOVORNO UPRAVLJANJE KOT ELEMENT DOLGORO^NIH KONKUREN^NIH PREDNOSTI mag. [tefka Gorenak predavateljica na Visoki komercialni {oli Celje gorenak.stefka@siol.net

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 popolnoma odgovornega upravljanja (TRM). Razvoj principov in standardov se odra`a ob nara{~anju pri~akovanj glede odgovornega obna{anja podjetij. Z namenom odgovoriti na te pritiske mnoga, {e posebej, multinacionalna podjetja razvijajo t. i. sisteme popolnoma odgovornega upravljanja (TRM) s ciljem da bi odgovorno upravljali odnose do udele`encev in naravnega okolja. Razvoj TRM vklju~uje tri bistvene komponente TRM poizkus/navdih (vizijo), integracijo in izbolj{evanje/inoviranje ter vklju~uje ukrepe merjenja odgovornosti. Sinergije med TRM in odgovorno potro{njo vodijo odgovorna podjetja do dolgoro~nih konkuren~nih prednosti. Klju~ne besede: odgovornost podjetja, popolnoma odgovorno upravljanje, popolno upravljanje kvalitete, trajnostno inoviranje, konkuren~na prednost, odgovorna potro{nja. ----------------------------------------

TOTAL RESPONSIBILITY MANAGEMENT (TRM) AS ELEMENT OF LONG-TERM COMPETITIVE ADVANTAGES Abstract: This paper is aimed at researching the relationship and potential synergies between the quality management and corporate responsibility. In this article emerging systems from the total quality management (TQM) systems to the total Responsibility management (TRM) are compared. However, the development of global principles and standards is reflected at raising public expectations about corporate responsibility. To respond to these pressures, many multinational corporations (MNCs) are developing the so-called total responsibility management (TRM) systems approaches for managing their responsibilities to stakeholders and the natural environment. The evolution of TRM includes three main components of TRM approaches-inspiration (vision), integration, and improvement/innovation and includes a responsibility measurement approach. The synergies between TRM and responsible consumption are assurance which leads 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.

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

3.3.6 STRATEGIJE UKVARJANJA Z REV[^INO V JU@NOAMERI[KEM KMETIJSTVU: HEISSENBERGOV PRIMER AVSTRIJSKE POBUDE ZA DRU@BENO ODGOVORNOST PODJETJA Dr. Gerald Steiner Institute of Systems Sciences, Innovation and Sustainability Research University of Graz Merangasse 18, A-8010 Graz, Austria gerald.steiner@uni-graz.at

Dr. Filippina Risopoulos Institute of Geography and Regional Science University of Graz Heinrichstr. 36, A-8010 Graz, Austria filippina.risopoulos@uni-graz.at

Martin Heissenberger Master student at the Institute of Systems Sciences, Innovation and Sustainability Research University of Graz Merangasse 18, A-8010 Graz, Austria martin.heissenberger@edu.uni-graz.at

Povzetek: Povzetek: Sodobna dru`ba je pred hudimi izzive glede trajnostnega razvoja. ^e {tejemo svet za soodvisen splet raznih ekosistemov in kultur, postane dru`bena odgovornost predpogoj, da bi dosegli trajnosten sonaravni razvoj tako, da bi osrednje vpra{anje bilo sodelovanje dele`nikov pri oblikovanju s tem povezanega procesa. ^etudi pridobiva upo{tevanje dele`nikov ve~ pozornosti v razvojnih scenarijih in zlasti pri inovacijskih procesih, dejansko prepoznavanje dele`nikov in njihovo vklju~evanje v ustrezne faze {e ni dovolj obvladano, zlasti glede trajnostnega inoviranja. Prispevek obravnava na~ine, s katerimi lahko re{evanje problemov v povezavi z dele`niki prispeva po eni strani k uspe{nej{im strategijam proti rev{~ini in po drugi strani k trajnostnim inovacijam. Na osnovi razprave o zna~ilnostih razli~nih tipov dele`nikov razpravljamo o njihovih mo`nih vlogah in njihovem vklju~evanju v re{evanje problemov z vidika sistemskega razmi{ljanja. Heissenbergov primer je neka avstrijska pobuda za dru`beno odgovornost podjetij 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

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

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 the world as an interdependent system of various ecosystems and cultures, social responsibility becomes a prerequisite for sustainable development with stakeholder related process design as a core issue. Although stakeholder related considerations are receiving increasing attention within development scenarios and in particular within innovation processes, the actual management of stakeholders' identification and phase specific involvement has not been covered sufficiently, especially with regard to sustainable innovation. This paper deals with how stakeholder-related problem solving processes can contribute not only to more successful strategies against poverty, but also to sustainable innovation. Based on a discussion of the characteristics different types of stakeholders, their possible roles, and their involvement within the problem solving process are discussed based on a systems thinking perspective. An Austrian CSR initiative for dealing with the poverty in South America's agriculture, the Heissenberger case, will illustrate how stakeholder related actions can synergistically contribute to social equity and economic advantages as well. Key words: Stakeholder management, CSR, stakeholder communication, creativity, sustainable innovation

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

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 etc. timi.ecimovic@bocosoft.com, m.esposito@ht.umass.edu, mulej@uni-mb.si, bnhaw@tm.net.my

Povzetek: Ob vstopanju v 'dobo globalizacije' so izzivi za ~love{tvo bolj zapleteni in mo`nosti, da na{a civilizacija preìvi, ob robu sposobnosti in odgovornosti ~love{tva. Vpliv podnebnikh sprememb, zelo nevarne dejavnosti dràv, ki vstopajo v vojne, uporaba atomskih tehnologij, uporaba ogromnega {tevila kemi~nih izdelkov 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 planeta Zemlje, 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 spopadamo zdaj 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{ko dru`bo, ki ji ni uspelo zagotoviti mo`nosdti za lasten obstoj, ampak je odprto velika vrata za zver z imenom denar in njegovo vodilno vlogo, ki ne priznava potreb posameznika, o`je in globalne dru`be danes in v morda sonaravni prihodnosti. Avtorji verjamejo, da sta DOP in osebna dru`bena odgovornost pozabljeni vrednoti ~love{tva, ki jih zver z imenom denar ne jemlje resno, saj ta zver potrebuje obnavljanje denarja in jo upravljajo ljudje brez ~love{kih kvalitet/etike. Klju~ne besede: podjetja, dru`bena odgovornost podjetij, globalizacijsko obdobje, posami~na dru`bena odgovornost, zvez z imenom denar, sonaravni razvoj in sonaravna prihodnost ~love{tva, sintenti~ne kemikalije, vpliv podnebnih sprememb, laj{anje vplivov podnebnih sprememb

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

THE INDIVIDUAL AND CORPORATE SOCIAL RESPONSABILITY Abstract: On entering to â&#x20AC;&#x153;Globalisation Agesâ&#x20AC;? the challenges for humanity are more complex and possibilities for survival of our civilisation are on the edge of ability and responsibility of humankind. The climate change system impact, very dangerous activities of national states entering wars, use of nuclear technologies, use of large number of synthetic chemical products and contemporary technologies from nuclear, particles acceleration, nano, digital, GMO, communications, transport to armaments, without knowing their medium- and long-term effect within the biosphere of the Planet Earth, producing enormous quantities of all sorts of waste, having Money Monster leadership, losing working effects of very large share of human population with urbanization and national states', international, and global burocracies and services activities, being hardly able to feed the global human population, losing ability to ensure safe water for humans, losing possibility to have enough space for living and losing possibility to ensure quality air for breathing, are some of challenges we are facing at present, and likely we shall face them and the unknown and possibly more severe ones in future. The Corporate Social Responsibility (CSR) was invented to support the new challenges faced by corporations and their effect on the human society, which failed to support possibility for its own survival, and opened a large gate for the Money Monster leadership which does not recognize the individual, social and global human society's needs of now and in the possible sustainable future. Authors believe the CSR and individual social responsibility are forgotten values of the humanity neglected by The Money Master that needs the money reproduction and is managed by humans without human 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

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

3.4 Kako do sredstev za razvoj dru`bene odgovornosti?

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

3.4.1 DRU@BENA ODGOVORNOST NA PODRO^JU EVROPSKE KOHEZIJSKE POLITIKE dr. Breda Mulec vodja Sektorja za pravne zadeve in vodenje javnih naro~il Direktorat za evropske zadeve in investicije Ministrstvo za okolje in prostor Breda.Mulec@gov.si

Povzetek: Evropska kohezijska politika, ki zajema ~rpanje evropskih strukturnih skladov in evropskega kohezijskega sklada, ni ekonomsko u~inkovita. Delovanje strukturnih in kohezijskega sklada ni zastavljeno najoptimalnej{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 rast BDP (- 0,35%) ali pa je njen vpliv minimalen (+ 0,7%), kar kaè na to, da ima omejen vpliv na razvoj dolo~ene dràve. Klju~ne besede: Evropska kohezijska politika, strukturni skladi, odgovornost ----------------------------------------

SOCIAL RESPONSIBILITY AT THE FIELD OF EUROPEAN COHESION POLICY Abstract: European cohesion policy, which comprises the implementation of European structural funds and European Cohesion fund, has not been economically efficient. The structural funds and the Cohesion fund system implementation were not efficiently designed, the main aim of the funds' establishment, which has been to increase state's development, therefore, has not been reached. Several economical analyses pointed out that European Cohesion policy has negative impact to the increasing of GDP (- 0, 35%) or the impact however has been minimal (+ 0, 7%); therefore it has limited influence to the development of the respective country. Key words: European cohesion policy, European structural funds, responsibility

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

3.4.2 EVROPSKA NEPOVRATNA SREDSTVA V SFERI DRU@BENE ODGOVORNOSTI Beno Stern, MBA direktor podjetja Pro-Eco d.o.o. beno.stern@pro-eco.si

Povzetek: Avtor opozarja, da je vsak projekt, ki generira vi{jo dodano vrednost na zaposlenega in izra`a zavezo trajnostni rasti ter dobi podporo Evropske unije z brezpla~nimi sredstvi, hkrati dru`beno odgovoren in na~in, da se nekaj denarja vrne iz Evropske unijo k davkopla~evalcem. Opi{e politi~ne, finan~ne in projektno mened`mentske vidike pridobivanja teh sredstev. Klju~ne besede: dru`bena odgovornost, Evropska unija, nepovratna sredstva, projekti ----------------------------------------

EUROPEAN FREE MEANS CONCERNING SOCIAL RESPONSIBILITY Abstract: Author reminds that every project generating a higher value added per employee, aims at sustainable development, and enjoys support of European Union with her free means, matches social responsibility and a way for some money to return from the European Union to her taxpayers. He describes political, financial, and project management viewpoints of acquiring these means. Key words: European Union, Free means, Projects, Social responsibility

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

3.5 Primeri dobre prakse na podro~ju dru`bene odgovornosti

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

3.5.1 ZAPOSLENIM PRIJAZNO PODJETJE [tudija primera Domenca skupina Miha Rejc vodja korporativnega komuniciranja in odnosov z javnostmi v skupini Domenca miha.rejc@domenca.si

Povzetek: Raziskave o zadovoljstvu med zaposlenimi in produktivnostjo kaèjo na mo~no korelacijo med stopnjo zadovoljstva zaposlenih z delovnimi razmerami (delovno okolje, sodelavci, nadrejeni ter druge nefinan~ne ugodnosti, ki jih nudi delodajalec) ter produktivnostjo. Zadovoljni sodelavci so torej bolj{i sodelavci. Zakaj torej delodajalci le mukoma posve~ajo ve~ pozornosti bolj prijaznim delovnim razmeram ter izbolj{anju odnosov s sodelavci? ê sledimo logiki kapitala, kjer je glavno vodilo maksimizacija dobi~ka, bi to moralo biti eno glavnih orodij menedèrjev pri optimizaciji delovnih procesov in pove~anju produktivnosti. V podjetjih Domenca in TI (sestrski podjetji) so bile zaposlenim prijazne prakse v veljavi è od samega za~etka, v zadnjem ~asu pa se je poudarek na tem podro~ju {e stopnjeval - ~eprav je {lo v ve~ini primerov za nepisana pravila. Podjetji sta del svojih zaposlenim prijaznih usmeritev tudi formalno potrdili s pridobitvijo osnovnega certifikata Druìni prijazno podjetje. Obe podjetji delujeta v panogah (internetne re{itve in e-poslovanje), kjer je znanje zaposlenih ena najve~jih vrednot. Rezultati so dovolj zgovorni: osip sodelavcev je izredno majhen, precej pa se jih tudi vra~a nazaj v podjetje. Obe podjetji è od ustanovitve naprej dosegata skorajda 100 % rast na letni ravni. Klju~ne besede: Domenca, donosnost, produktivnost, zadovoljstvo pri delu ----------------------------------------

EMPLOYEE FRIENDLY COMPANY Abstract: Research on employee satisfaction points to a strong correlation between the level of satisfaction with their work conditions (work environment, coworkers, management and other non-financial benefits that are offered by the employer) and productivity. Happy people are more productive. Why is it often so hard for companies as employers to put more emphasis on better working conditions and better employee relations? The logic of capital is simple - maximize profit. According to this logic, friendlier working conditions should be at the very core of company optimization. Domenca and TI (sister companies) have put emphasis on employee friendly practices since their founding. And this direction has grown even stronger in the last few years. While these practices were once in the form of unwritten rules, these were formalized in the form of the Basic Certificate as a Family Friendly Company. Both companies are positioned in branches (internet solutions and e-business), where knowledge of employees is one of the most prized values. The results speak for themselves: employee shed is minimal, much of the dropouts return to the company. Both companies are enjoying almost 100 % growth on a yearly basis. Key words: Domenca, profitability, productivity, work satisfaction

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

3.5.2 DANES SEM SLI[ALA TVOJ SR^EK â&#x20AC;&#x201C; DONACIJA TELEKOMA SLOVENIJE VSEM SLOVENSKIM PORODNI[NICAM Tina Cipot Mal odnosi z javnostmi, Telekom Slovenije, Cigaletova 15, Ljubljana tina.cipot.mal@telekom.si

Povzetek: Telekom Slovenije se kot nacionalni telekomunikacijski operater odgovorno zaveda svoje vloge, pomena in pri~akovanj okolja, v katerem deluje, zato marketin{ka sredstva premi{ljeno vlaga tudi v izbrane projekte in dogodke na podro~ju humanitarnosti, kulture, izobra`evanja, znanosti in {porta. Pa vendar nam je lanskoletna donatorska akcija Danes sem sli{ala tvoj sr~ek, v kateri je vseh 14 slovenskih porodni{nic prejelo nov kardiotokograf (CTG), osvojila srce. Kljub zavesti, da gre za dobro pripravljeno akcijo, so nas odzivi lokalnih javnosti in porodni{nic, pa tudi interne javnosti, presenetili in utrdili v prepri~anju, da je bila akcija resni~no nekaj posebnega. Klju~ne besede: Telekom Slovenije, donacija, porodni{nice, lokalna skupnost ----------------------------------------

TODAY I HEARD YOUR LITTLE HEART - TELEKOM SLOVENIA'S DONATION TO ALL MATERNITY AND OBSTETRIC HOSPITALS Abstract: As a national telecommunications operator, Telekom is consciously aware of its role, meaning and expectations from the environment where it operates, which is why marketing funds are allocated with great consideration to selected humanitarian, cultural, educational, science and sport projects and events. Still, our donation drive called 'Today I heard your little heart', during which all 14 Slovene maternity and obstetric hospitals received new cardiograph machines (CTG) in 2007 reached people's hearts. In spite of our knowledge that it was a carefully prepared campaign, the responses of local communities and the hospitals surprised us and reaffirmed our belief that the drive was truly something special. Key words: Telekom Slovenije, donation, maternity and obstetric hospital, local community

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

3.5.3 TRIMO IN PLANET POSITIVE: INOVATIVNOST ZA TRAJNOSTNI RAZVOJ mag. Danijel Zupan~i~, namestnik glavne direktorice za tehni~no podro~je in tehni~ni direktor, TRIMO d.d. danijel.zupancic@trimo.si

Povzetek: Trimo Trebnje je primer podjetja, ki uspe{no usklajuje konkuren~ne pritiske, ki ga silijo k inoviranju, z dolgoro~nimi merili gospodarske uspe{nosti in dru`beno odgovornega ravnanja do okolja, sodelavcev, poslovnih partnerjev in drugih s svojimi celovitimi re{itvami. Nov dokaz, da omenjena trditev dr`i, je dejstvo, da je kot prvi slovensko podjetje pridobil znak 'Planet Positive', ki dokazuje, da je Trimo dosegel vzoren CO2 odtis. Tudi v tem pogledu si ne zadaja cilja biti povpre~en, ampak mo~no presegati norme iz dr`avnih predpisov, zlasti glede trajnostnega razvoja. Klju~ne besede: Planet Positive, CO2 odtis, trajnostni razvoj, celovite re{itve, life cycle analysis ----------------------------------------

TRIMO PLANET POSITIVE: INNOVATIVENESS FOR SUSTAINABLE DEVELOPMENT Abstract: Trimo is an example of a manufacturing enterprise that successfully concerts competitive pressures demanding innovation with long-term criteria of economic efficiency/effectiveness and socially responsible action concerning the natural environment, co-workers, business partners, and others by its holistic solutions. A new proof to this statement is the fact that Trimo has been the first Slovenian company to be granted the 'Planet Positive' award for its exemplary CO2 imprint/emission. This is one more aspect in which Trimo does not try to attain average, but to rather critically exceed norms in legislation, especially concerning the sustainable development. Key words: Planet Positive, CO2 imprint/emission, sustainable development, holistic solutions, life cycle analysis

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

3.5.4 POMEN KORPORATIVNE DRU@BENE ODGOVORNOSTI V ZAVAROVALNI[TVU mag. Bo{tjan Jenko Izvr{ni direktor korporativnega marketinga KD @ivljenje, zavarovalnica, d.d. bostjan.jenko@kd-zivljenje.si

Povzetek: Korporativna dru`bena odgovornost predstavlja enega klju~nih dejavnikov uspe{nosti in ugleda sodobne zavarovalnice. Zavarovalnica mora na tem podro~ju delovati dolgoro~no, strate{ko in sistemati~no. Tako lahko pripomore k uspe{nemu poslovanju zavarovalnice. A strate{ko na~rtovana korporativna dru`bena odgovornost zavarovalnice zahteva poglobljen in temeljit pregled lokalnega in nacionalnega trga, v katerem podjetje deluje. @ivljenjska zavarovalnica KD @ivljenje se je za strategijo korporativne dru`bene odgovornosti odlo~ila ob samem za~etku svojega poslovanja in vzpostavlja korporativno blagovno znamko tudi na teh aktivnosti. Posebno izstopa njeno sodelovanje s kulturnimi ustanovami, in sicer z Lutkovnim gledali{~em in Simfoni~nim orkestrom RTV Slovenije. Klju~ne besede: zavarovalnica, dru`bena odgovornost podjetja ----------------------------------------

IMPORTANCE OF CORPORATE SOCIAL RESPONSIBILITY IN ASSURANCE COMPANY Abstract: Corporate social responsibility (CSR) belongs to key factor of success and image of a modern assurance company. The latter must work on CSR with long-term, strategic, and systematic approaches. Thus, CSR can contribute to its success. Though, a strategically planned CSR requires a thorough insight in the local and national markets in which company works. The life insurance company KD @ivljenje opted for the CSR strategy at the very beginning of its business; it establishes its corporate brand by these activities, too. Especially outstanding is its cooperation with cultural institutions such as Puppet Theater and Symphony Orchestra of RTV Slovenia. Key words: insurance company, corporate social responsibility

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

3.5.5 SINERGIJA: DRU@BENA ODGOVORNOST NASTAJA KOT REZULTAT USKLAJENIH ODNOSOV Olivera Ba}ovi} Dolin{ek, Rajko Dolin{ek direktorja Informa Echo, d.o.o., Ljubljana rajko.dolinsek@informa-echo.si

Povzetek: Celovit pristop k dru`beni odgovornosti Dru`beno odgovornost velikokrat istovetimo s podjetni{ko odgovornostjo. Dru`bena odgovornost namre~ predstavlja temeljni in {ir{i pristop (ki vklju~uje vse ljudi). Dru`bena odgovornost je rezultat odnosa do sebe, do dela in drugih. Na{a civilizacija temelji na individualisti~nem pristopu, ~as v katerem ìvimo pa predstavlja razvojno stopnjo, ki zahteva usklajevanje individualne odgovornosti z dru`beno. Stopnja dru`bene odgovornosti je v soodvisnosti s stopnjo razvoja zavesti. Skratka, ~e nismo odgovorni do sebe, dela in drugih ne bomo nikdar zares dru`beno odgovorni. Tak{na ve~plastna odgovornost vklju~uje pozitivno naravnanost kar se med drugim odraà v proaktivnem osebnostnem razvoju in pripravljenosti na komuniciranje, usklajevanje ter sodelovanje. Kako pristopiti k dru`beni odgovornosti v praksi Dru`bena odgovornost se uveljavlja kot dru`bena koristnost, ki nastaja na podlagiusklajevanja, povezovanja in sodelovanja. Pri tem procesu nastaja sinergija, ki predstavlja izziv in razvojni trend v komuniciranju in poslovanju. Pri ustvarjanju sinergije ima komuniciranje klju~no vlogo, saj omogo~a usklajevanje motivov, potreb in interesov. Primer iz prakse - Mreà dru`bene koristnosti Sinergija Mreà dru`bene koristnosti Sinergija, ki se razvija kot podpora kampanji »Energija si, bodi u~inkovit« nam ilustrira potencial, ki ga tak{en pristop lahko omogo~i. Mreà je v lanskem letu povezala 23 podjetij in organizacij. Sodelovanje le-teh pa je v veliki meri pove~alo u~inek kampanje, ki je namenjena zmanj{evanju konstantnega trenda rasti rabe elektri~ne energije v Sloveniji. Klju~ne besede: dru`bena odgovornost, dru`bena koristnost, sinergija - sinergijski pristop, ozave{~anje, kampanja ”Energija.si, bodi u~inkovit”, mreènje dru`bene odgovornosti

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

SYNERGY: SOCIAL RESPONSIBILITY IS THE RESULT OF HARMONIZED RELATIONS Abstract: Holistic approach to the social responsibility Social responsibility is often identified with business responsibility. However, social responsibility presents a fundamental and wider approach that includes everyone. Social responsibility is a result of the relationship towards yourself, work and others. Our civilisation is based on individualistic relationship, but the times in which we live present a developmental stage that requires the harmonization of an individual and social responsibility. The level of social responsibility is co-dependent with the level of consciousness development. Namely, if we are not responsible to ourselves, our work and to others, we can never be really socially responsible. Such multi-layered responsibility includes positive personal alignment reflected in a proactive personality development and readiness to communicate, harmonize and co-operate. How to approach social responsibility in practice Social responsibility is being established as social usefulness that is a result of harmonization, connection and cooperation. This process results in a synergy that represents a challenge and developmental trend in communications and in business. Communication plays key role during the process of creating the synergy because only communication enables us to harmonize our motives, needs and interests. Case study - Synergy, the network of social responsibility Synergy, the network of social responsibility, which is developing as a support for the â&#x20AC;&#x17E;You are the energy, be effectiveâ&#x20AC;&#x153; campaign shows the potential that such approach has. This network connected 23 companies and organizations last year. Their cooperation significantly increased the effect of the campaign with the intention of reducing the increasing trend of higher electricity use in Slovenia.

Key words: Social responsibility, Social usefulness, Synergy - Synergetic approach, Awareness building, You are the energy, be effectiveâ&#x20AC;&#x153; campaign, the network of social responsibility

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

3.5.6 DRU@BENA ODGOVORNOST DO OKOLJA IN SISTEMI RAVNANJA Z OKOLJEM (ISO 14001, EMAS) Blanka Kaker Slovenski institut za kakovost in meroslovje, Tr`a{ka c.2, 1000 Ljubljana blanka.kaker@siq.si, www.siq.si

Povzetek: Potro{niki, delni~arji in finan~na skupnost, zaposleni, pogodbeni partnerji, vlada, {ir{a dru`bena skupnost, nevladne organizacije, skratka razli~ni dĂŠle`niki, zahtevajo, da organizacije odgovarjajo za dru`bene in okoljske vplive in da o svojem ravnanju na tem podro~ju tudi poro~ajo. Mnoge organizacije è desetletja vlagajo v varovanje okolja in uvajajo tehni~ne ukrepe, s katerimi zmanj{ujejo ali prepre~ujejo onesnaèvanje. Nara{~ajo~a skrb in pritisk javnosti, naj se vzdrùje in izbolj{uje kakovost okolja in za{~ita ~lovekovega zdravja, ter vedno bolj zahtevna zakonodaja vzpodbujajo organizacije, da namenjajo {e ve~ pozornosti mo`nim vplivom svojih dejavnosti, proizvodov ali storitev na okolje in integrirajo okoljska vpra{anja v vse elemente svojega poslovanja. Tako celovite naloge se organizacija lahko loti s sistemom ravnanja z okoljem po standardu ISO 14001, ki pomaga uresni~iti okoljevarstvena na~ela okoljske politike, obvladati morebitne nevarnosti za okolje, se nenehno izbolj{evati in prilagajati novim zahtevam kupcev, trga, zakonodaje, lastnim zahtevam ter napredku znanosti in tehnike. Evropska unija è skoraj 10 let uspe{no izvaja regulativo EMAS - shemo ravnanja z okoljem in okoljskega presojanja. Zahteve regulative so v elementih, ki se nana{ajo na sistem ravnanja z okoljem, enake zahtevam standarda ISO 14001. V drugih elementih, na primer pri okoljskem poro~anju, notranji presoji in shemi zunanje verifikacije in registracije pa so zahteve podrobnej{e in zahtevnej{e kot v ISO 14001 in smernicah za presojanje. Dru`bena odgovornost do okolja vklju~uje oblikovanje tak{nih poslovnih odlo~itev, ki zmanj{ujejo negativne vplive na okolje in velikokrat tudi stro{ke proizvodnega procesa. Tako je organizacija lahko dejavna na podro~ju varovanja okolja z uvajanjem sistemov ravnanja z okoljem (ISO 14001, EMAS), zmanj{anjem emisij, odpadnih voda in odpadkov, recikliranjem ter izrabljanjem virov na na~in, ki zagotavlja njihovo trajnost. Klju~ne besede: sistemi ravnanja z okoljem, dru`bena odgovornost, kupci

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

SOCIAL RESPONSIBILITY AND ENVIRONMENTAL MANAGEMENT SYSTEMS (ISO 14001, EMAS) Abstract: Various stakeholders, such as consumers, shareholders, financial organizations, employees, contractual partners, government, society in general, nongovernmental organizations, require that organizations take responsibility for their social and environmental impacts, and report on their related activities. Numerous organizations have already been investing in environmental protection and taking technical measures to reduce or prevent pollution for decades. Public pressure and the growing concern for the maintenance and improvement of the environment and protection of human health, as well as increasingly rigid legislation, encourage organizations to start paying more attention to potential environmental impacts of their activities, products or services and to start including environmental issues in all elements of their operations. An organization can tackle such a complex task by establishing an environmental management system according to the ISO 14001 standard that assists organizations in meeting environmental principles of their environmental policies, controlling potential environmental risks, continually improving and adapting to new customer, market, legal and their own requirements, as well as to scientific and technical development. The European Union has been successful in implementing EMAS Regulation - Eco Management and Audit Scheme - for almost ten years. Environmental management system requirements of the Regulation are equal to those of the ISO 14001 standard, while the requirements concerning environmental reporting, internal auditing, and external verification and registration are more detailed and demanding in the Regulation than in the ISO 14001 standard and guidelines for auditing. Environmental social responsibility includes taking business decisions to reduce adverse environmental impacts as well as production process costs. In this way, an organization can be environmentally active by establishing environmental management systems (ISO 14001, EMAS), reducing emissions, waste waters and wastes, and recycling and exploiting resources to ensure their further existence. Key words: environmental management systems, social responsibility, customers

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

3.5.7 DRU@BENA ODGOVORNOST DO OKOLJA IN SISTEMI RAVNANJA Z OKOLJEM (ISO 14001, EMAS) Nikola [opar vodja kakovosti, Hermes Softlab, d.d. Nikola.Sopar@hermes-softlab.com

Povzetek: Zaradi mo~nega vpliva, ki ga imajo danes {tevilne gospodarske dru`be, korporacije in podjetja, se v ospredje poslovne etike vedno bolj postavlja dru`bena odgovornost teh podjetij in predvsem njihovih vodilnih kadrov. Kdo so ti ljudje, kaj in kako delajo, kak{ni so rezultati tega, kar po~nejo in zakaj to po~nejo - so klju~na vpra{anja v razumevanju vodstvenih odlo~itev. Ve~ino svojega ~asa posve~ajo vodje odlo~anju in odlo~itve, ki jih sprejemajo, se odra`ajo prej ali slej v na{em vsakdanjiku. Od kod prihajajo vodje, kaj jih usmerja v njihovih odlo~itvah in kak{en vpliv na to imajo njihove osebne vrednote, je vsebina prispevka, vendar bolj s ciljem, da odpre razpravo in vzpodbudi razmi{ljanje o tem kot pa da ponudi recepte in v naprej pripravljene odgovore. V prispevku (prezentacijski del) bo podano tudi nekaj svetlih in temnih primerov iz sodobne zgodovine, v samem ~lanku pa so predstavljene prakse dveh podjetij na podro~ju CSR, in sicer TNT Express Nem~ija in HERMES SoftLab d.d. Slovenija. Klju~ne besede: mened`erji, upravljanje ~love{kih virov, dru`bena odgovornost podjetij, TNT Express Germany, Hermes Softlab d.d. Slovenia ----------------------------------------

PERSONAL VALUES AND RESPONSIBLE LEADERSHIP Abstract: Due to the strong influence exerted at present by various companies, corporations and businesses, social responsibility is being pushed more and more to the forefront of their business ethics, and in particular social responsibility shown by the management. Who are these people, what and how do they work, what are the results of their work, and why they do it - these are key questions in understanding management decisions. Most of their time is devoted to decision-making and decisions that they make are reflected sooner or later in our everyday lives. Where these leaders come from, what drives them in their decisions and what effect their personal values have on their decisions forms the content of the contribution, although more with the goal of opening up a debate and stimulate contemplation of the subject, while also offering recipes and pre-prepared answers. The contribution (presentation) will provide some good and bad examples from contemporary history, while the article itself presents practices of two companies in the field of CSR, namely TNT Express Germany and HERMES SoftLab d.d. Slovenia. Key words: managers, human resources management, corporate social responsibility, TNT Express Germany, Hermes Softlab d.d. Slovenia

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

3.6 Aktivnosti strokovnih zdru`enj v Sloveniji na podro~ju razvoja dru`bene odgovornosti

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

3.6.1 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. Darinka.Drapal@consensus.si

Povzetek: Pomen aktivnega vklju~evanja dĂŠle`nikov za uresni~evanje dru`bene odgovornosti podjetij Kako definirati klju~ne dele`nike v konceptu dru`bene odgovornosti, kako dose~i njihovo vklju~evanje ({tirje koraki vklju~evanja dele`nikov), razumevanje potreb dĂŠle`nikov, metodologije in tehnike njihovega vklju~evanja. Vloga in pomen komunikacij pri uresni~evanju dru`bene odgovornosti podjetij Opredelitev funkcije komunikacijska podpore CSR (zakaj in kako); klasi~ni pogledi na vlogo komunikacij pri CSR (zmote) in opredelitev profesionalne in eti~ne vloge komunikacij z input in output matriko, kje so pravi izzivi za komunikatorje v programih CSR. Vloga in pomen nevladnih organizacij v CSR programih Komu javnosti najbolj zaupajo pri prepoznavanju okoljske in dru`bene odgovornosti podjetij (predstavitev raziskave), opredelitev mo`nih odnosov med organizacijami in nevladnimi organizacijami, prednosti in prilo`nosti sodelovanja med organizacijami in nevladnimi orrganizacijami, vzpostavitev in nivoji partnerstva med NGO-ji in organizacijami za uresni~evanje dru`bene odgovornosti. Klju~ne besede: dele`niki, dru`bena odgovornost, komuniciranje, okolje, NVO

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

STAKEHOLDERS ENGAGEMENT, COMMUNICATION AND BULIDING RELATIONSHIP WITH NGO-S AS A BASIC CONCEPT OF CORPORATE SOCIAL RESPONSIBILITY ACCOMPLISHMENT Abstract: Stakeholder engagement The basic 4 steps when defining the corporate social responsibility strategy are: identify the stakeholder, establish the range of issues relevant to stakeholders, rank the key issues based on various dimensions, and map them against stakeholders - identify key stakeholders groups, develop an engagement strategy for key stakeholders groups. Basically the definition of stakeholder engagement is the means by which a company determines first of all: the views of stakeholder regarding its method of operation and than moves on to engage those stakeholders to discuss the issues and consider the possible solutions. CSR and communication - Communication makes the CSR world spinning Communication is managing processes through the input and output matrix: issues identification, stakeholder identification, prioritisation of issues and stakeholders, then implementing the stakeholder engagement process, presenting input data on which the long-term CSR strategy should be defined. On the basis of long-term strategy the CSR program (up to three years) should be prepared and CSR activities executed. These activities must be communicated to customers, decision makers, business partners, media, NGO through communication processes. On the basis of communication activities the evaluation of CSR activities, programs and strategy should be preformed as the output. CSR and NGO - what is their relationship? From watchdog to partners Companies should establish strategic partnership with NGOs. They should strive to move the relationship from traditional engagement, which includes NGO awareness, involvement and support to a more holistic engagement, which involves NGOs as strategic partners in business processes. Thus a business - NGO partnership should be more than s financial transaction and ad-hoc cooperation or just a communication/promotional opportunity. Key words: stakeholders, social responsibility, communications, enviroment, NGO

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

3.6.2 RAZVOJ DRU@BENE ODGOVORNOSTI V SLOVENIJI 2004-2008 IN AKTIVNOSTI IN[TITUTA IRDO Anita Hrast ustanoviteljica in direktorica in{tituta IRDO anita.hrast@irdo.si

prof. ddr. Matja` Mulej predsednik Strokovnega sveta in{tituta IRDO mulej@uni-mb.si

Povzetek: Od leta 2004 dejavnosti glede pospe{evanje dru`bene odgovornosti v Sloveniji nara{~ajo po {tevilu akcij in udele`encev. Niso {e zelo mno`i~ne in niso {e vklju~ene vse mo`ne in potrebne vsebine. Omejitev je vidna zlasti na dru`beno odgovornost podjetij in komuniciranja. Oboje je dragoceno, a slabo so vidne teme o {ir{ih posledicah neodgovornega delovanja, zaradi katerih je potrebno tudi {ir{e pojmovanje dru`bene odgovornosti. V drugem delu predstavitve prikazujemo dosedanje strokovno delo in{tituta IRDO in teko~e aktivnosti, ki jih izvajamo v sodelovanju z razli~nimi partnerji. Klju~ne besede: dru`bena odgovornost, Slovenija, IRDO ----------------------------------------

SOCIAL RESPONSIBILITY IN SLOVENIA 2004-2008 DEVELOPMENT AND IRDO INSTITUTE ACTIVITIES Abstract: Since 2004 activities concerning social responsibility continually are increasing in Slovenia in both terms of the number of actions and the number of participants. They are not yet 'mass-events' and they do not cover all possible and necessary topics yet. Limitation to corporate social responsibility and communication is visible. Both topics are precious, but one fails to see topic about broader consequences of irresponsible behaviour causing the need for a broader perception of social responsibility. In the second part IRDOâ&#x20AC;&#x2122;s expert activities of so far and its current work in cooperation with various partners are presented. Key words: social responsibility, Slovenia, IRDO

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

3.6.3 PREDSTAVITEV DOP INICIATIVE Mateja [tebe, univ. dipl. ekon. svetovalka za mednarodno sodelovanje na Zdru`enju delodajalcev Slovenije - ZDS mateja.stebe@zds.si

Povzetek: Zdruènje delodajalcev Slovenije predstavlja portal za dru`beno odgovorno ravnanje podjetij, ki je namenjen vsem podjetjem s sedeèm v Sloveniji, ne glede na dejavnost in velikost. Iniciativa spodbuja organizacije, da svojo strategijo poslovanja vodijo v skladu z na~eli dru`bene odgovornosti in trajnostnega razvoja. Portal predstavlja inovativne strategije in projekte dru`beno odgovornega ravnanja in trajnostnega razvoja, spremlja in informira o DOP iniciativi na evropski ravni, ki je del CSR Alliance Businesseurope, predstavlja aktualne projekte na podro~ju dru`beno odgovornega ravnanja, ki potekajo v okviru ZDS, predstavlja partnersko sodelovanje ZDS-ja na podro~ju dru`bene odgovornosti, omogo~a dialog med politiko, javnostjo in mediji na podro~ju DOP ter nudi dobre prakse podjetji na podro~ju DO, ki se bodo nadgrajevale ves ~as delovanja portala. Kot zastopniki interesov podjetij se zavedamo, da so podjetja sama oblikovalci dru`bene odgovornosti, na{a odgovornost je, da jih pri tem spodbujamo, povezujemo in o njihovem delovanju obve{~amo {ir{o javnost. Prioritete DOP iniciative, ki jih bomo uresni~evali na ZDS s pomo~jo mednarodnih povezav so: dru`beno odgovorno ravnanje narediti vidno, graditi mreò dru`beno odgovornih podjetij in ustvarjati nove poslovne prilo`nosti, omogo~iti tr`nico dobrih idej in praks in podjetja povezati s strokovnjaki iz vse Evrope, omogo~iti razpravo in izmenjati izku{nje pri uresni~evanju dobrih praks, ustvarjati mo`nosti za nova partnerstva, ustvarjati vrednosti prostovoljnega poslovnega udejstvovanja in pokazati spremembe, ki jih prina{a ter spodbuditi dialog z Evropsko komisijo na podro~ju DOP. Klju~ne besede: delodajalci, DOP iniciativa, trajnostni razvoj, tr`nica dobrih idel ----------------------------------------

SLOVENIAN SCR INITIATIVE Abstract: The Association of Employers has launched the CSR Initiative (DOP iniciativa) on corporate social responsibility of companies in Slovenia, whatever their size and business activity. The initiative addresses individual companies to lead their business strategy by the principles of corporate social responsibility and sustainable development. The initiative will offer innovative corporate strategies and projects on CSR and sustainable development; provide information about and report on European level about CSR as part of the CSR Alliance Businesseurope; promote current CSR projects of the ZDS; provide information about ZDS partnerships in CSR; manage the dialog with politicians, public and media on CSR; and provide good CSR business practices, which will be continuously upgraded. As a representative of companies' interests, we are aware that CSR is created only by the companies' innovative practices. Our responsibility is to offer them support, connections and to make their activities visible to the public. The priorities of the CSR Initiative, which will be implemented by the ZDS and its partnerships, are: to make CSR activities visible; to support networking of CSR companies and the creation of new business opportunities; to provide a market place of ideas and practices and contact with CSR experts from Europe; to enable discussion and the exchange of implementing good practices; to lead to the creation of new partnerships; to demonstrate the value of voluntary business engagements and the difference they can make; and to foster a high level dialog with the European Commission on DOP. Key words: employers, CSR iniciative, sustainable development, market of good ideas 64

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

3.6.4 DOBIÊK VREDNOT - DRU@BENO ODGOVORNO UPRAVLJANJE PODJETIJ ZA TRAJNO IN USPE[NO POSLOVANJE - POGLED KR[ÂNSKIH POSLOVNE@EV dr. Drago Rudel predsednik Zdruènja kr{~anskih poslovneèv Slovenije drago.rudel@zkps.si

Pierre Lecocq UNIAPAC Europe pierre.lecocq@inergyautomotive.com

Povzetek: V prispevku predstavljamo stali{~e mednarodnega zdruènja kr{~anskih poslovneèv UNIAPAC do dru`bene odgovornosti podjetij (DOP). Naloga zdruènja je, da med vodilnimi poslovneì {iri idejo in uresni~evanje ekonomije, ki sluì ljudem in skupnemu dobremu vsega ~love{tva. UNIAPAC razume dru`beno odgovornost kot prilo`nost za uveljavljanje ekonomije, ki je bolj spo{tljiva do ~love{tva. ^lovek mora pri tem biti sredi{~e uresni~evanja DOP-a. UNIAPAC je maja 2008 v Ljubljani, prestolnici Evrope v ~asu slovenskega predsedovanja Evropski uniji, premierno predstavil knjigo z naslovom »Dobi~ek in vrednote - Kr{~ansko videnje podjetni{ke dru`bene odgovornosti - Oblika mened`menta za uspe{na podjetja«. Na pot jo je pospremil s »svetovno deklaracijo« o dru`beno odgovornem upravljanju. Knjiga je sad iz~rpnih pogovorov in izmenjave izku{enj o dru`beni odgovornosti podjetij med zdruènji ~lanicami UNIAPAC-a, ki prihajajo iz zelo razli~nih kulturnih in dru`benih okolij. Knjiga predstavlja pogled kr{~anskih poslovneèv na DOP, ki dopolnjuje pogled na DOP kot prizadevanje za splo{no dobro ~love{tva in posameznika. Trem dimenzijam DOP (ekonomija, dru`ba, okolje) dodaja {e ~etrto - duhovnost posameznika. Knjiga uvaja model vrednotenja stanja in napredka na podro~ju dru`bene odgovornosti v podjetjih in ustanovah. Sloni na matriki 8x3, v kateri so dele`niki razvr{~eni v 8 skupin, katerih odnos do DOP se meri s tremi razse`nostmi: telo (»materialne potrebe«), du{a ali psiha (in z njima povezane potrebe: ~utne, ~ustvene, kulturne, samospo{tovanje …) in duh (duhovne potrebe). Materialne, psihosocialne in duhovne potrebe posameznika moramo zadovoljiti v enaki meri, da je oseba lahko v polnosti ~lovek s spo{tovanjem in svobodo odlo~anja. Klju~ne besede: UNIAPAC, ZKPS, dru`bena odgovornost podjetij (DOP), kr{~anski poslovneì, metrika dru`bene odgovornosti

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

THE PROFIT OF VALUES - A CHRISTIAN VISION OF CORPORATE SOCIAL RESPONSIBILITY - A FORM OF MANAGEMENT FOR LONG - LASTING ENTERPRISES Abstract: The International Christian Union of Business Executives (UNIAPAC) is a federation of national associations from 22 countries over the world. The Union of Christian Business Executives of Slovenia (ZKPS) has been a member of UNIAPAC since 1991. Inspired by the Christian Social Doctrine, UNIAPAC's goal is to promote amongst business leaders the vision and implementation of an economy that serves people and the common good of humanity at large. UNIAPAC's standpoint on Corporate Social Responsibility (CSR) is presented in the paper. CSR is perceived as an opportunity to promote an economy that is more respectful of mankind, provided that man does indeed remains the main focus in CSR implementation. In May 2008 UNIAPAC promoted in Ljubljana, the capital of Slovenia, chairing the presidency of the European Union, a book entitled “The Profit of Values - A Christian Vision on CSR - A form of management for long-lasting enterprises”. The book is the result of intensive two year work of UNIAPAC member associations. UNIAPAC complements in the book a general understanding of CSR by adding a “fourth dimension” - spirituality of a person” to the “three dimensions” (economic, societal and environmental) that should be considered in any business. Additionally, the book brings a model providing the metrics for assessment of CSR in a company. The tool consists of a (3x8) matrix of questions to be answered demonstrating how three (3) fundamental personal needs (spiritual, human and material) of eight (8) stakeholder groups are addressed in the company examined. The book is a starting point for UNIAPAC numerous initiatives to promote worldwide a CSR that fully respects the dignity of persons and their development. Key words: UNIAPAC, ZKPS, Corporate Social Responsibility (CSR), Christian executives, CSR metrics.

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

3.6.5 KOMUNIKACIJSKA STROKA IN DRU@BENA ODGOVORNOST Alenka Jakomin in Polona Marin~ek Sekcija za spodbujanje dru`bene odgovornosti pri Slovenskem dru{tvu za odnose z javnostmi Alenka.Jakomin@consensus.si, polona.marincek@siol.net

Povzetek: V prispevku opisujemo razloge, ki so leta 2005 botrovali ustanovitvi Sekcije za spodbujanje dru`bene odgovornosti znotraj Slovenskega dru{tva za odnose z javnostmi ter navajamo cilje in naloge, ki smo si jih zadali ustanovni ~lani sekcije. V nadaljevanju na kratko predstavljamo projekte, ki jih je sekcija s pomo~jo prostovoljnega dela ~lanov izvedla v ~asu od ustanovitve do danes. Na koncu pa spregovorimo tudi o na~rtih sekcije za leto{nje leto in pogledu v prihodnost. Klju~ne besede: Sekcija za spodbujanje dru`bene odgovornosti, prostovoljno delo ----------------------------------------

COMMUNICATION PROFESSION AND SOCIAL RESPONSIBILITY Abstract: In paper we describe reasons that in 2005 led to funding of a Section for encouraging social responsibility within Public Relations Society of Slovenia and we also list goals and tasks the initial members of section set them. We briefly introduce the projects that the section with the help of voluntary work of members has worked on in time from its foundation till today. At the end we talk about plans of section for this year and give a view to the future. Key words: Section for encouraging social responsibility, voluntary work

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

3.6.6 SLOVENSKO ZDRU@ENJE ZN ZA TRAJNOSTNI RAZVOJ Jadranka Jezer{ek Turnes Consensus d.o.o. in ~lanica ^lanica Slovenskega dru{tva ZN za trajnostni razvoj jadranka.jezersek@consensus.si

Povzetek: Mednarodna mreà UN Global Compact, ki je nastala leta 2000 na pobudo Zdruènih narodov; trenutno vklju~uje ve~ kot 2500 podjetij, nevladnih organizacij in univerz iz 90 dràv, ki se v svojem delovanju zavezujejo k spo{tovanju na~el o ~lovekovih pravicah, delavskih standardih in odgovornosti do okolja. Slovensko dru{tvo ZN za trajnostni razvoj je bilo formalno ustanovljeno 24. maja 2007 na pobudo dekanje in direktorice IEDC-Poslovne {ole Bled, prof. dr. Danice Purg. Ima 16 ustanovnih ~lanic, med njimi najvidnej{e predstavnike slovenskega gospodarstva. Do danes se je v dru{tvo v~lanilo è 33 ~lanov, veliko zanimanje za v~lanitev pa nedvomno kaè na to, da je dru{tvo na dobri poti, da postane pomemben dejavnik pri uresni~evanju nadaljnjega trajnostnega razvoja tako Slovenije kot tudi {ir{e dru`be in skupaj z drugimi dru{tvi v mreì dvigne slovensko dru`beno ekonomsko, socialno, eti~no in moralno zavest na vi{jo raven. Na ustanovnem sre~anju Slovenskega dru{tva ZN za trajnostni razvoj (UN Global Compact Slovenija) so se udeleènci pod vodstvom Janeza [krabca, direktorja Riko d.o.o. in hkrati predsednika nadzornega odbora UNGC, dogovorili, da je za uspe{nost tovrstnih prizadevanj nujno, da so vanje vklju~eni predstavniki vseh dru`benih skupin. V dru{tvu zato delujejo predstavniki ministrstev, podjetij, akademije, neprofitnih organizacij in civilne dru`be. Udeleènci so nadalje sklenili, da si bodo izmenjavali informacije in usklajevali na~rte, ki bodo pripomogli k nastanku skupne sinergije za uspe{no sodelovanje pri uresni~evanju ciljev in na~el UN Global Compacta. Klju~ne besede: Mednarodna mreà UN Global Compact, Zdruèni narodi, trajnostni razvoj, sinergija, na~ela

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

UNITED NATIONS GLOBAL COMPACT SLOVENIA Abstract: The UN Global Compact was initiated by the United Nations in 2000 and currently connects more than 3000 companies and NGO's from 90 countries, who bind themselves to respect human rights, labor standards and the environment in their actions. The initiative is voluntary and is not aiming to create new control mechanisms, but to stimulate social responsibility and awareness, based on dialogue, learning, regional and national networks and concrete projects. The major goal of the UN Global Compact Slovenia is to make Slovenian companies increasingly aware of their responsibility related to all the principles of the UN Global Compact, in the field of human rights, labor standards and the environment. The association cooperates also with other Slovenian NGO's, and will in the future organize regular meetings, roundtables, conferences and individual meetings related to the UNGC principles, while it will also offer consulting in the field of sustainable development. UN Global Compact Slovenia was established on 24th May 2007 on the initiative of Prof. Danica Purg, Dean and President of the IEDC-Bled School of Management. It has 16 founding members which represent the biggest drivers of Slovene economy. Up to date, the association gained 33 members. High interest in becoming a member of the association is a good indicator that it is going to become an important part in helping to raise the competitive position of Slovenia as a whole, as well to raise Slovene social, economic, ethic and moral perception on a higher level. Under the guidance of Mr. Janez [krabec, CEO of Riko d.o.o. and a president of Supervisory Board of UNGC Slovenija, all participants agreed that in order to be successful in promoting the principles of UN Global Compact Slovenia, representatives of diverse social groups have to take an active part. Therefore, the UN Global Compact Slovenia consists of members, representing governmental ministries, private companies, academia, non-profitable organizations and civil society. Moreover, the participants agreed to exchange information and adjust their plans, which will contribute to common synergy for successful cooperation in fulfilling the Principles of the UN Global Compact. Key words: The UN Global Compact network, United Nations, sustainable development, sinergy, principles

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

3.6.7 VKLJU^EVANJE DRU@BENE ODGOVORNOSTI V MALA IN SREDNJE VELIKA PODJETJA - TE@AVE, ORODJA, USPEHI, IZZIVI Mojca Tomin{ek samostojna svetovalka [tajerska gospodarska zbornica, Ulica talcev 24, Maribor info@stajerskagz.si, www.stajerskagz.si

Povzetek: Dru`bena odgovornost se {e vedno v veliki meri povezuje z velikimi podjetji, pri tem pa ni zanemarljivo dejstvo, da je ve~ina podjetij tako v Sloveniji kot drugod malih in srednje velikih. Dru`bena odgovornost kot skoraj{nja nuja za trajnostni razvoj na{e dru`be pa ne bo zadostna samo z vklju~evanjem v velika podjetja. To ugotavlja tudi Evropska Komisiji, ki daje velik poudarek na mala in srednje velika podjetja, tako v obliki vzpodbud, razprav in drugih aktivnosti s podro~ja dru`bene odgovornosti podjetij. Veliko je primerov in na~inov vzpodbujanja dru`bene odgovornosti. Projekt »CSR - Code to Smart Reality« je le eden od teh. V okviru projekta je iz{el priro~nik s primeri dobrih praks, nastal je spletni informacijski center, prvi~ je bilo v Sloveniji izvedeno usposabljanje za svetovalce s podro~ja dru`bene odgovornosti podjetij. Delo pa s tem ni kon~ano, v prihodnje se na~rtujejo nove aktivnosti, saj je mo`nosti za izbolj{anje stanja na tem podro~ju {e veliko. Klju~ne besede: dru`bena odgovornost, mala in srednje velika podjetja, Evropska unija, trajnostni razvoj ----------------------------------------

ESTABLISHMENT OF SOCIAL RESPONSIBILITY IN SMAL AND MEDIUMSIZED ENTERPRISES - TROUBLES, TOOLS, SUCCESSES, AND CHALLENGES Abstract: Social responsibility is still mainly connected with large companies, but the fact is, that most companies in Slovenia and elsewhere are small and medium-sized. There will not be enough of social responsibility as almost a need for sustainable development of our society, if it incorporated into large companies only. This was recognized also in European Commission, who pays a special attention to small and medium-sized companies in different forms of support, discussions and other activities in frame of corporate social responsibility. There are many cases and forms for supporting social responsibility. »CSR - Code to Smart Reality« project is just one of them. In frame of the project a handbook with good practice cases was published, web portal (Information Centre) was set up, and for the first time in Slovenia training courses for consultants in corporate social responsibility were carried out. But work is not done yet, there are new activities planned for the future, since the possibilities to improve situation of corporate social responsibility are still many. Key words: European Union, small and medium-sized companies, social responsibility, sustainable development

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

3.6.8 »TRDO DELAJ IN POMAGAJ SOSEDU« Drago Gajzer predsednik SKEI TAM skeitam@siol.net, gajzer.skeitam@siol.net

Povzetek: Avtor obravnava dru`beno odgovornost z vidika socialne varnosti v obliki pla~, zlasti za najrevnej{e prebivalce Slovenije. Omenja mednarodne dokumente, ki dr`avo zavezujejo, da bi ukrepala v korist teh ljudi, a jih Slovenija ne upo{teva. Predlaga redefiniranje dru`bene pogodbe v Evropi in Sloveniji. Predlog sicer {teje za utopi~en, dokler vladajo sedanje razmere, a kon~uje s stavkom iz naslova, ki Fincem o~itno koristi. Klju~ne besede: dru`bena odgovornost, dru`bena pogodba, minimalne pla~e, pla~e ----------------------------------------

»WORK HARD AND HELP YOUR NEIGHBOUR« Abstract: Authors discusses social responsibility from the viewpoint of social security by wages, especially the ones for the poorest citizens of Slovenia. He mentions international documents obliging Slovenia to take measures benefiting these citizens, but Slovenia does not consider them. He suggests the social compact to be redefined in both Europe and Slovenia. He fears that his suggestion is utopian in the current circumstances, but he finishes with the sentence in the text's title that obviously helps Finnish people. Key words: minimal wages, social compact, social responsibility, wages

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

3.6.9 OBJAVE V MEDIJIH O DRU@BENI ODGOVORNOSTI - RAZVOJ V SLOVENIJI OD LETA 2006 DO 2008 Anita Hrast direktorica in{tituta IRDO anita.hrast@irdo.si

Tatjana Novak direktorica Press Clipping d.o.o. tatjana.novak@pressclip.si

Povzetek: V prispevku predstavljamo mo~ medijev, njihovo vlogo, vpliv kapitala in prikazujemo razvoj objav v slovenskih medijih o konceptu dru`bene odgovornosti. S pomo~jo analize podjetja Press Clipping smo spremljali objave v medijih v dveh ~asovnih obdobjih: (1) od 01.06.2006 do 31.05.2007 in (2) od 01.06.2007 do 23.05.2008. Klju~ne besede: mediji, dru`bena odgovornost, komuniciranje, analiza ----------------------------------------

MEDIA PUBLICATIONS ABOUT SOCIAL RESPONSIBILITY - EVOLUTION IN SLOVENIA IN 2006 - 2008 Abstract: Paper presents the power of media, their role, impact of capital, and evolution of publication about social responsibility concept in Slovenian media. Based on analysis by Press Clipping Company we monitored publications in media in two periods: (1) 01 June 2006 - 31 May 2007, and (2) 01 June 2007 - 23 May 2008. Key words: media, social responsibility, communication, analysis

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

4 REFERATI PREDAVATELJEV V CELOTI (na zgo{~enki) Na zgo{~enki si oglejte prispevke avtorjev v celoti.

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

5 REFERENCE PREDAVATELJEV Urban ^ervek Urban ^ERVEK se je rodil leta 1976 v Mariboru. Po gimnaziji je {tudiral biologijo na oddelku za biologijo Biotehni{ke fakultete v Ljubljani, kjer je leta 2002 diplomiral iz smeri sistematika - ekologija. @e od {tudentskih let se ukvarja profesionalno z novinarstvom. Trenutno je zaposlen pri ~asopisu Delo, kjer za dnevnik in jegove izdaje (Sobotna priloga, FT, Znanost) pi{e predvsem o naravovarstvenih in okoljevarstvenih temah, opravlja pa tudi redaktorska in uredni{ka dela. Okoljevarstvene in naravovarstvene vsebine v medijih so tudi tema njegovega interdisciplinarnega podiplomskega {tudija varstva naravne dedi{~ine na Biotehni{ki fakulteti v povezavi s katedro za novinarstvo Fakultete za dru`bene vede. Zanima ga predvsem novinarski diskurz ter uredni{ka politika pri poro~anju o omenjenih temah.

Olivera Ba}ovi} Dolin{ek Univ. prof. Olivera Ba}ovi} Dolin{ek je soustanoviteljica agencije za integrirano komuniciranje Informa Echo. Od leta 1989 dela kot raziskovalka in svetovalka na podro~ju komuniciranja, ki ga obravnava celostno. Njen pristop h komuniciranju je ve~plasten in interdisciplinaren, saj vklju~uje in povezuje razli~na podro~ja, kot so ekonomija, psihologija, filozofija, tehnika, fizika … Glavno podro~je njenega delovanja je razvijanje komunikacijskih strategij in strate{ko svetovanje na podro~ju re{evanja aktualnih dru`benih problemov. Olivera je avtorica knjig »Bru{enje diamanta - Pot u~enja ljubezni« in »9Korakov u~inkovitega komuniciranja - Pot PRosvetljenja«. V prvi knjigi je opisala svojo pot odkrivanja zakonitosti komuniciranja in drugih `ivljenjskih situacij. V drugi knjigi »9Korakov u~inkovitega komuniciranja« pa predstavlja svojevrsten pristop h komuniciranju in k vzpostavljanju odnosov ter jih obravnava kot bistven dejavnik u~inkovitosti in uspe{nosti na osebni, poslovni in dru`beni ravni.

Rajko Dolin{ek Leta 1989 je skupaj s soprogo Olivero Ba}ovi} Dolin{ek ustanovil agencijo za integrirano komuniciranje Informa Echo, kjer je zaposlen kot direktor. Dela kot svetovalec na podro~ju integriranega komuniciranja za vrsto doma~ih in mednarodnih podjetij ter dràvno upravo. Njegov poslovni profil svetovalca oblikujejo {tevilni projekti in kampanje s poudarkom na interdisciplinarnem povezovanju podro~ij kot so odnosi z javnostmi, vizualne komunikacije, ogla{evanje, spletno komuniciranje, organizacija dogodkov in pospe{evanje prodaje. V zadnjih desetih letih deluje predvsem na podro~ju u~inkovite rabe energije in okolja. Ve~ let je predsedoval Dru{tvu za osebnostni razvoj. Skupaj s pionirji stroke odnosov z javnostmi je ustanovil PRSS, Slovensko dru{tvo za odnose z javnostmi. Bil je ~lan upravnega odbora Slovenskega zdruènja agencij za odnose z javnostmi ZOJS in predsednik programskega odbora 10. Slovenske konference o odnosih z javnostmi. Od leta 2004 predava na Londonski {oli za odnose z javnostmi ter drugih strokovnih konferencah. Sodeloval je pri pripravi knjige 9Korakov u~inkovitega komuniciranja. Skupaj s soprogo Olivero Ba}ovi} Dolin{ek objavljata strokovne ~lanke in pripravljate izobraèvalne delavnice. V prostem ~asu jadra na deski (13. mesto na dràvnem prvenstvu v freestylu, 2004) in se posve~a oblikovanju vrta. Poseben izziv pa mu predstavlja povezovanje podro~ja komuniciranja in osebnostnega razvoja.

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

Prof. Dr. Timi Ecimovic Prof. Dr. Timi Ecimovic (1941), from Medosi, Korte, Slovenia, is an eminent international scientist, independent researcher, lecturer, first head of SEM Institute for Climate Change, retired in May 2004 and Chairman for life of the SEM Institute for Climate Change. He is researcher working on The Nature, Space and Environment protection, the Climate Change System, System Thinking, Sustainability, and Sustainable Future. He was among the first researchers to apply nature, space, and environment protection in a local community by activities we call today Local Agenda 21 Processes - a holistic program for survival of our civilization under new challenges of the third millennium - from local community sustainability to global civilization sustainable future or harmony with Nature of the Planet Earth. With his research/work within the climate change system activities/problems recording/understanding/ researching (he was nominated for The Nobel Prize 2003) he has been among the leading independent researchers with many international publications and talks. Together with many researchers in co-operation worldwide within case studies and complex problem solving research and learning he is assisting a holistic and a better understanding of the present. His latest research directed towards the system theory/system thinking may provide a possible answer enabling us to better understand our world. His work on The Information Theory of Nature was nominated for The Nobel Prize 2007 in Physics. Dr. Timi Ecimovic is an active member of the European Academy of Sciences and Arts, the European Academy for Environmental Affairs, Doctor of Environmental Sciences (H.C.), and professor/chair of Environmental Sciences at Ansted University.

Dr. Mark Esposito Mark Esposito is an organizational management and sustainability expert. He serves as Associate Professor of Management & Behavior for Grenoble Graduate School of Business and as Director of the MIB program. He is also appointed as Affiliate Professor of Humanities and Social Sciences at ESCP-EAP, European School of Management (Paris, London, Berlin, Madrid and Torino). As part of his research activities he heads the Institute of Sustainable Development and Corporate Social Responsible Practices at the Boston Business School. Working in guest professorships has been paramount for his professional career as he has been focusing since 2005 almost exclusively on the training of executives from Europe, North and South America and Asia. In 2005, Dr Esposito initiated cooperation with UNESCO and is now an advisor with the educational unit in Thailand as well as an affiliated member of the Academic Council of the United Nations System (ACUNS). His encounter with the AIAER (All Indian Association for Educational Research) that year ignited a series of co-joint projects with the institutional members. This created collaborative scenarios for cooperation and knowledge management within the region. He is the co-author of the book: "Sustainable Future of Mankind" co-written with several illustrious authors among which a Nobel Nominee in 2007 and he currently involved the publication of a book on the "Laws of Communication" with other academicians with Wiley. Among the projects to be accomplished in the upcoming months, there is a book currently in print on Corporate Social Responsibility and several initiatives through the Institute of Transformative Thought & Learning in Phoenix, USA and the Prasena Knowledge Management firm in Thailand.

Drago Gajzer Drago Gajzer, sindikalist, od leta 1990 predsednik SKEI TAM (Sindikat kovinske in elektroindustrije konferenca sindikalnih podru`nic na lokaciji biv{ega Tama).

mag. [tefka Gorenak Mag. [tefka Gorenak je magistrirala na Ekonomsko-poslovni fakulteti v Mariboru, na temo Internacionalizacija slovenskih dinami~nih podjetij z neposrednimi investicijami v tujini pri prof. dr. Du{anu Zba{niku. Dvajset je bila zaposlena v gospodarstvu, kjer se je ukvarjala predvsem z mednarodnim poslovanjem in opravljala odgovorna dela na podro~ju vodenja projektov, nabavnega poslovanja in 75

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

izhodne internacionalizacije. Ves ~as se je permanentno izobraèvala na podro~jih, ki so v zvezi z njenim delovnim podro~jem. @e v ~asu delovanja v gospodarstvu se je vklju~evala kot predavateljica tudi v izobraèvalne procese na Svetovalno izobraèvalnem centru v Slovenskih Konjicah, Ekonomski fakulteti v Ljubljani, Vi{je{olskem centru v Celju in na Visoki komercialni {oli, kjer je trenutno zaposlena. Njeno podro~je delovanja so naslednja predmetna podro~ja: ekonomika podjetja, trgovinsko poslovanja, mednarodno trènje in podjetni{tvo. Odgovorna za mednarodno sodelovanje s tujimi izobraèvalnimi institucijami. Uspe{no vodi projekt sodelovanja z Institut fĂźr Management (IfM) iz Salzburga in sodeluje pri izvajanju Executive MBA-Program-a - Intercultural Management in Business Development in East Europe.

Maja Hawlina Gibljem se po spolzkem terenu. Izhajam iz ogla{evanja, zanimajo pa me teme, ki se nana{ajo na ìve rane in sok ìvljenja, kot se je neko~ lepo izrazil Andrej Blatnik. Od nesmislov in banalnosti stvari, ki nas dnevno obkroàjo, do problemov marginalcev, manj{in in izginjajo~ih ìvih vrst, nevednosti ali prazne vednosti, nara{~ajo~e neenakosti ljudi in vseprisotnega nasilja. Enako mo~no me zanima drugo lice sveta, v vseh njegovih izbruhih domi{ljije, lepote, humorja in veselja. S svojim delom sku{am pripovedovati o stvareh, ki se mi zdijo osebno in dru`beno pomembne, se me dotikajo, me àlijo ali veselijo. Pa {e: Maja Hawlina je diplomirana psihologinja, vzporedno je diplomirala iz angle{ke knjièvnosti ter se doma in v tujini izobraèvala na podro~ju psihologije potro{nika, psihologije komuniciranja, marketinga in transakcijske analize. Leta 1990 je ustanovila ogla{evalsko agencijo Avanta, ki je od 1995. leta del mreè Lowe Network. Je prejemnica {tevilnih nagrad za kreativno direktorstvo, predvsem na podro~ju socialnega komuniciranja. Bila je ~lan ìrij in odborov razli~nih slovenskih in mednarodnih festivalov: SOF, New York Festival, British Council AD Award, Scream, Golden Hammer, Euro Effie, ipd.. Leta 2002 je aktivno sodelovala z EACA (European Association of Communication Agencies), leta 2004 je v Sloveniji pripeljala nagrado za u~inkovito komuniciranje Effie in za to prejela priznanje Ogla{evalske osebnosti leta 2003, leto kasneje je bila predsednica Slovenske ogla{evalske zbornice, v letih 2005-7 predsednica Effie nagrad v Sloveniji ter predsednica umetni{kega zavoda Bunker. Marca 2006 je soustanovila studio Poper, kjer ustvarja kot konceptualni in kreativni direktor. Z druìno ìvi v Ljubljani, je mama dveh deveto{olk.

Prof. Dr. Roger Haw Prof. Dr. Roger Haw (Email: bnhaw@tm.net.my) is the Founder cum Chairman of the First kind of World Book of Records with a Focus on Corporate Social Responsibility aspects entitle 'SRW RecordPedia'. Since then it has been distributing few thousand copies to over 80 countries for the benefit of society at large to encourage all level of societies to put Corporate Social Responsibility in practice. He has co-authored several books and research papers in the areas of Corporate Social Responsibility, Environmental Science, Learning Organizations, Culture & Peace and Distance/Virtual Learning Programmes which were published by various publishers in the UK, Canada, Europe, USA, India, Korea, Thailand, and Malaysia, etc. Also he is an Honorary Member of the Academic Board of Advisors and Board of Governors for 12 institutions in 12 countries. Especially Prof. Dr. Roger Haw contributions of few hundred copies of the CSR books during the inaugural Prime Minister's CSR Awards in Malaysia was highly recognized by the Department of Social Welfare Malaysia especially in making Corporate Social Responsibility a reality in Malaysia. In the international scene, his effort in promoting CSR practice has been recognized by the United Nations of which many of his articles were featured in the Academic Council on the United Nations System (Canada) memorandum, Spring 2007 and other international publications. He has been appointed by The Customer Care Institute, USA as an Honorary Advisory Customer Care Research Council member in 2006. He used to spend most of his time in overseas to conduct humanitarian and educational services. Also Prof. Dr. Roger Haw is the Founder cum Chairman of Ansted Social Responsibility International Award (ASRIA) to recognize those Government agencies, Corporations, Institutions, NGOs and individuals around the world. ASRIA is a BRAND and ENDORSEMENT for Promoting World Peace by Cultivating Social Responsibility Practice is one of the keys to the ASRIA universal mission. Mailing address: Ansted Service Center, P O Box 1067, 10840 Penang. Malaysia 76

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

Martin Heißenberger Date of Birth: 27th August 1982 For the last 6 years I have been working in the family business, which helped me to gain insight and commercial practice in the business of coffee and tea. Through this ongoing experience, I witnessed all the changes of the past years, particularly the trend of sustainability and biological products. Therefore, I got a lot to know about the principles of sustainability from experience. Educations - Qualifications: February 2008: Master of Management and International Business Academic degree by the end of September The thesis will deal with sustainability at the food sector 2002 - 2008: Bachelor of Social and Economic Sciences at Karl-Franzens-University, Graz 1997 - 2002: Commercial College Monsbergergasse Job placement: 2004 (3 months): REWE Group Headquarter, Austria, Vienna Department JA! Natürlich - Duties: Analyzing the deep-frozen food market of Rewe Austria. Mainly biological deep-frozen food products. Assistance in the marketing department

Anita Hrast Anita Hrast, univ. dipl. komunikologinja, direktorica in{tituta IRDO; podiplomska {tudentka na Fakulteti za dru`bene vede Univerze v Ljubljani, registrirana raziskovalka, vpisana v evidenco pri ARRS. Ustanoviteljica in direktorica in{tituta IRDO (od 2004 dalje), soustanoviteljica in sekretarka dru{tva Ozara, Slovenija - Nacionalno zdruènje za kakovost ìvljenja (1994-2000), direktorica marketin{ke agencije Verus (2003-2004), avtorica oddaje »7 minut za gospodarstvo« (Radio Maribor, 2003-2006), novinarka v razli~nih medijih (1989-1995), direktorica ogla{evanja, vodja projektov v PR in marketin{kih agencijah (nagrada bronasti Effie 2003, Spektra Press), produktna menedèrka v Zalo`bi Forum Media (razvoj novih izdelkov). Raziskuje in objavlja prispevke s podro~ja dru`bene odgovornosti in marketinga v razli~nih revijah in na slovenskih ter mednarodnih znanstvenih konferencah, sodeluje v projektu CSR - Code to Smart Reality pri GZS OZ Maribor. Raziskuje in razvija nove pristope v komuniciranju, nove projekte in storitve za razli~ne naro~nike (podjetja, mediji, posamezniki) ter se povezuje s {tevilnimi slovenskimi in mednarodnimi organizacijami, strokovnjaki, predvsem z namenom razvoja in uveljavljanja dru`bene odgovornosti.

Alenka Jakomin Alenka Jakomin je diplomantka Ekonomske fakultete v Ljubljani in univerzitetna diplomirana novinarka Fakultete za dru`bene vede. @e v ~asu {tudija se je sprva zapisala novinarstvu pri reviji Mladina, novinarsko kariero nadaljevala na Kanalu A, kasneje pa {e pri ~asniku Slovenec. Preizkusila se je s poro~anjem in komentiranjem privatizacijskih procesov v Sloveniji, nadaljevala kot dopisnica trà{kega Il Piccola in sodelavka Kapitala, Financ, Managerja ter Gospodarskega vestnika, se za nekaj let zaposlila v gospodarskem uredni{tvu ~asnika Republika. Ker si je zaèlela {e pogleda z druge strani, je nekaj let kot vodja projektov na agenciji Pristop skrbela za na~rtovanje strategij in izvajanje komunikacijskih aktivnosti, nadaljevala na Imeldi Ogilvy sprva kot svetovalka podjetjem, potem pa si je tudi kot vodja PR oddelka, direktorica regionalne mreè agencij in prokuristka beograjske agencije nabrala tudi menedèrske izku{nje. Od za~etka leta 2008 je svetovalka in druàbnica agencije Consensus. Celostne komunikacijske strategije, njihova zasnova in izvajanje, ki jih za razli~ne slovenske in tuje naro~nike snuje in vodi v razli~nih teamih è vrsto let, so reference, ki jih s pridom prena{a tudi slu{ateljem na {olah, konferencah in izobraèvalnih programih kot predavateljica: CISEF-Ekonomska fakulteta, Fakulteta za dru`bene vede, {tudentska sekcija PRSS, [ola za odnose z javnostmi, LSPR, GV Izobraèvanje…Kot osebni svetovalki so ji zaupali {tevilni slovenski menedèrji in predsedniki uprav, katerim svetuje tako pri zasnovi komunikacij kot tudi pri njihovem javnem in medijskem nastopanju. Zadnja leta so jo s komunikacijskega vidika pritegnile dru`beno odgovorne teme in participacija javnosti v procesih odlo~anja, zato je tudi aktivna ~lanica sekcije za spodbujanje dru`bene odgovornosti pri 77

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Slovenskem dru{tvu za odnose z javnostmi - PRSS. Nagrade: 2000: Gold Quill za publikacijo Letno poro~ilo Telekoma Slovenije 1998, ki ga podeljuje Mednarodno zdru`enje poslovnih komunikatorjev - IABC, 2001: Gold Quill za publikacijo Letno poro~ilo 1999 HIT d.d., Hoteli Igralnice Turizem, uvrstitev v finale New York Festival Award z isto publikacijo, finalistka SOF in nagrade MM za vrsto publikacij za naro~nike. Ob~asno svoje prispevke objavlja v strokovnih revijah in ~asopisih (PR na kvadrat, Finance,â&#x20AC;Ś), leta 2005 pa je kot urednica in soavtorica izdala knjigo z naslovom EX=IN, ki opisuje stanje razvoja stroke odnosov z javnostmi na podro~ju nekdanje Jugoslavije.

mag. Bo{tjan Jenko Mag. Bo{tjan Jenko je izvr{ni direktor korporativnega marketinga v ìvljenjski zavarovalnici KD @ivljenje. V KD @ivljenju je zaposlen od leta 1997 na podro~ju marketinga. Po izobrazbi je magister ekonomskih znanosti. Teoreti~no znanje uspe{no povezuje s prakso v zavarovalnici, kjer je zaposlen 11 let. Je predavatelj na mnogih konferencah ter avtor strokovnih ~lankov. V zavarovalni{tvu je znan, da z inovativnimi, sveìmi marketin{kimi prijemi, pristopa do ciljnih javnosti. Je pobudnik in koordinator dru`beno odgovornih aktivnosti: - prek sodelovanja z Lutkovnim gledali{~em Ljubljana, Zvezo prijateljem mladine in Klini~nim centrom so omogo~ili ogled lutkovne predstave prek 11.000 socialno ogroènim otrokom - pobudnik pri obdarovanju vseh mamic in porodnic v slovenskih porodni{nicah... - omogo~anje vo{~il ob rojstvu otrok, v Slovenskih novicah, - audicije za mlade glasbenike v sodelovanju z Simfoni~nim orkestrom RTV Slovenije - sproìl generalni pokroviteljstvo s Simfoni~nim orkestrom RTV Sloveniji - prvi v njihovi 52 letni zgodovini...

Blanka Kaker Blanka Kaker, univerzitetni diplomirani kemik, je od oktobra 2005 vodja produkta sistemi ravnanja z okoljem na Slovenskem institutu za kakovost in meroslovje (SIQ). Izku{nje je ve~ kot dvajset let pridobivala v velikem metalur{kem podjetju, kjer je bila med drugim odgovorna za uvedbo in skrbni{tvo sistemov vodenja, deset let pa tudi pri presojah v {tevilnih podjetjih kot pogodbena sodelavka SIQ. Je vodilna presojevalka za sisteme vodenja kakovosti, sisteme ravnanja z okoljem ter sisteme vodenja varnosti in zdravja pri delu. Je tudi ocenjevalka za priznanje RS za poslovno odli~nost.

Pierre Lecocq Pierre Lecocq is the president & CEO of Inergy Automotive Systems (1.2 billion Â¤ company). Inergy is a world leader in fuel supply systems, supplying all the major global car manufacturers. Inergy is industrially present in 20 countries and employs 4800 persons. Pierre's background is mechanical engineering. He holds Master of Business Administration from Harvard University. Besides his professional activity, Pierre has long been engaged in the French Christian Executive association, Les EDC (www.lesedc.org), recruiting 2.000 members. He was EDC Chairman from 2002 to 2006. Since 2006 he is Vice President of UNIAPAC and President of UNIAPAC Europe.

Polona Marin~ek Polona Marin~ek kot samostojna svetovalka zdru`uje znanja univerzitetne diplomirane in`enirke krajinske arhitekture in komuniciranja. Od leta 2006 je vodja Sekcije za spodbujanje dru`bene odgovornosti v okviru Slovenskega dru{tva za odnose z javnostmi. V letih 2006 in 2007 je bila direktorica dru`be Populus d.o.o., ki se ukvarja s krajinskim in urbanisti~nim na~rtovanjem. Od leta 2004 do 2005 se je kot vodna projektov v agenciji AV Studio d.o.o. posvetila spletnemu komuniciranju, pred tem pa je v agencij Pristop d.o.o. kot asistentka svetovalke nabirala izku{nje pri celovitem svetovanju na podro~ju odnosov z javnostmi. Sodeluje tudi z Dru{tvom krajinskih arhitektov Slovenije, med drugim letos kot sourednica Zbornika predavanj in prispevkov ob mednarodni konferenci Javni odprti prostor. 78

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mag. Kornelija Marzel Mag. Kornelija Marzel je diplomirala na Pravni fakulteti v Ljubljani (1989). Opravila je pravosodni izpit (1994). Magistrirala je iz mened`menta neprofitnih organizacij na Fakulteti za dru`bene vede v Ljubljani (1999). Zaposlena je kot namestnica varuhinje ~lovekovih pravic (2007). Odgovorna je za podro~je uprave, vodila je projekt razvoj in vzpostavitev sistema ocenjevanja odli~nosti v javni upravi 2007. Ima 19 let delovne dobe, vseskozi v javnem sektorju. Delovala je na razli~nih podro~jih: Re{evala je premo`enjskopravne zadeve (1989), denacionalizacijo (1991), upravno notranje postopke (1994), vodila oddelek (1994), bila na~elnica upravne enote (2002). Ukvarja se tudi s podro~jem razvoja kadrovskih virov in z uvajanjem standardov kakovosti in odli~nosti v delo uprave. Je izvajalka seminarjev s podro~ja ~love{kih virov in priprav za strokovne izpite za delo v upravi, prav tako pa tudi izpra{evalka na teh izpitih.

Martina Mau~ec Martina Mau~ec je specialistka poslovne ekonomije s podro~ja marketin{kega komuniciranja. Je zaposlena v Nafti-In`eniring, kot ekonomist-analitik, kjer opravlja delo na podro~ju ekonomike in planiranja projektov, ra~unovodstva in financ ter marketinga. Aktivna je tudi v raznih strokovnih organizacijah od katerih velja omeniti: - od 11.6.2007 predsednica Kluba managerjev in podjetnikov Murska Sobota - soustanoviteljica Dru{tva ekonomistov Pomurja, - soustanoviteljica Slovenskega dru{tva za razvoj ~love{kih virov - od februarja 2008 ~lanica nadzornega odbora Slovenskega dru{tva za razvoj ~love{kih virov Po kon~anem usposabljanju na Londonski {oli za odnose za javnostmi (LSPR) je leta 2005 izvedla predavanje za ~lane Kluba managerjev in podjetnikov Murska Sobota na temo »Pomen PR-ja za organizacije«. Objavila je prispevke v zborniku 27. mednarodne konference o razvoju organizacijskih znanosti »Znanje za trajnostni razvoj« z naslovom »PR instrument etike in ugleda podjetja« ter »Pomen na~rtovanja strategije integriranega marketin{kega komuniciranja glede na `ivljenjski cikel izdelka«

dr. Breda Mulec Dr. Breda Mulec se je rodila 29. maja 1975 v Mariboru. [tudirala je na Pravni fakulteti v Mariboru, kjer je leta 1999 tudi diplomirala. Na Fakulteti za politi~ne znanosti, pravo in javno administracijo Univerze v Atenah se je udeleìla magistrskega {tudija o JV Evropi, ki je potekal pod pokroviteljstvom Evropske unije. Po zagovoru magistrskega dela z naslovom: »Political, Ethnic, Cultural and Linguistic Aspects of the EU Integration: A View from Candidate States from South-eastern Europe« je sodelovala z In{titutom za etni~ne, regionalne in sociolo{ke {tudije - ECERS v Mariboru, ter ISCOMET organizacijo. Izredno se je vklju~ila v magistrski {tudij Mednarodno pravo na Pravni fakulteti Univerze v Mariboru in si leta 2002 pridobila naziv magistre znanosti za podro~je mednarodnega prava. [tudij je zaklju~ila z zagovorom naloge: »Political, Linguistic, Cultural and Ethnic Aspects of the European Integration with Emphasis on the Fifth Enlargement of the EU«. Istega leta se je zaposlila v Dràvnem zboru Republike Slovenije, kjer se je kot sekretarka Komisije za odnose s Slovenci v zamejstvu in po svetu ukvarjala z manj{insko problematiko. Januarja 2008 je na Pravni fakulteti v Ljubljani obranila doktorsko disertacijo z naslovom »Kohezijska politika EU in problemi njene implementacije s posebnim poudarkom za Republiko Slovenijo ter dràve jugovzhodne Evrope« ter bila februarja 2008 promovirana za doktorico znanosti s podro~ja prava. Od novembra 2007 je kot vodja sektorja za pravne zadeve in vodenje javnih naro~il zaposlena na Ministrstvu za okolje in prostor, kjer se tudi v praksi ukvarja s podro~jem evropske kohezijske politike. Strokovne ~lanke je do sedaj objavila v revijah Regional Contact, Ampak, Pravna Praksa ter Lex Localis. V prostem ~asu posve~a svojo pozornost predvsem {portu, u~enju tujih jezikov in glasbi.

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

ddr. Matja` Mulej Dr. Matja` MULEJ, 1941, Slovenec, je doktor ekonomskih znanosti (s podro~ja teorije sistemov) in doktor mened`mentskih znanosti (s podro~ja inovacijskega mened`menta), zaslu`ni profesor teorije sistemov in inovacij. Deluje na Ekonomsko-poslovni fakulteti Univerze v Mariboru. Redni professor je bil od leta 1983 do sept. 2001. Je avtor dialekti~ne teorije sistemov in teorije inovativnega poslovanja (za tranzicijske razmere). Objavljal je v +40 deèlah in slu`boval v {estih. Objavil in uredil je preko 60 knjig in zbornikov. Bil je gostujo~i profesor in raziskovalec v tujini 15 semestrov, med drugim na Cornell U., ZDA. Med vidne ~asti {tejemo ~lanstvo v treh Akademijah znanosti in umetnosti - Newyor{ki (1996), Evropski s sedeèm v Salzburgu (2004) in Evropski s sedeèm v Parizu (2004). Predava zdaj na vseh slovenskih univerzah in dveh avstrijskih. Med javnimi zadolìtvami je vidna naloga podpredsednika International Federation for Systems Research (IFSR) v obdobju 2002-2004 in 20042006 ter vloga predsednika IFSR od aprila 2006 dalje. V registru raziskovalcev ima {tevilko 8082; tam je zapisanih preko entiso~ avtorskih postavk. Ima okrog 120 citiranosti in samo v letih 2000-2006 ve~ kot 20 ~lankov v revijah prvega ranga (s soavtorji). Bil je tudi dekan in prorektor Univerze v Mariboru v obdobju 1997-2001. V Mednarodni enciklopediji teorije sistemov in kibernetike, 2. izdaja (Charles Franรงois, ed., 2004), Saur, Muenchen, je devet vnosov o M. Muleju in njegovi dialekti~ni teoriji sistemov.

Tatjana Novak Tatjana Novak je direktorica in solastnica podjetja Press Clipping d.o.o., z ve~ desetletnimi izku{njami na podro~ju spremljanja medijev. Je predsednica Media Intelligence Group in ~lanica Executive Committee Svetovnega zdru`enja kliping agencij FIBEP. Kot vodilno krmilo na podro~ju spremljanja in analiziranja medijev v Adriatic regiji v zadnjih 15 letih je tudi solastnica {tevilnih podjetij v regiji in priznana predavateljica s podro~ja spremljanja in analiziranja medijev doma in v svetu.

Darinka Pek Drapal Darinka Pek Drapal è petnajst let uspe{no zdruùje med univerzitetnim {tudijem pridobljena naravoslovna znanja z dru`boslovnimi in komunikacijskimi znanji, pridobljenimi na University of Stirling ([kotska - {tudij odnosov z javnostmi). Prizadeva si za razvoj participatornih oblik komuniciranja, gradnjo partnerstev in odprt komunikacijski prostor. Nekateri klju~ni projekti, ki jih je vodila: Komunikacijska kampanja "Zmanj{anje onesnaèvanja zraka v Republiki Sloveniji s prehodom na okolju prijazne vire ogrevanja" Ekolo{ko razvojnega sklada Republike Slovenije, komunikacijska podpora izgradnji regionalnih centrov za ravnanje z odpadki pri Ministrstvu za okolje in prostor, program okoljskega komuniciranja v dru`bi Lek, dolgoro~na kampanja "Za{~itimo vire pitne vode" JP VodovodKanalizacija Ljubljana, komunikacijska podpora sprejemanju Prostorske zasnove Mestne ob~ine Ljubljana, izdelava komunikacijskih strategij za Agencijo za radioaktivne odpadke; priprava in izvajanje metodologije merjenja dru`bene sprejemljivosti odlagali{~a nizko in srednje radioaktivnih odpadkov v Republiki Sloveniji itd. Za svoje delo je prejela slovenska in mednarodna priznanja: nagrada Zdruènih narodov za komunikacijski program "Zmanj{anje onesnaèvanja zraka v Republiki Sloveniji", dve mednarodni priznanji Mednarodne zveze poslovnih komunikatorjev (IABC) za odli~nost v komuniciranju. Med letoma 2001 in 2004 je bila predsednica Slovenskega dru{tva za odnose z javnostmi. Je avtorica dveh izvirnih znanstvenih ~lankov za revijo Teorija in praksa, ki izhaja na Fakulteti za dru`bene vede. Redno predava na PR [oli in razli~nih seminarjih, ki jih organizirata Gospodarska zbornica Slovenije in GV Izobraèvanje. Prav tako je avtorica {tevilnih strokovnih prispevkov v slovenskih medijih in soavtorica knjige Odnosi z lokalnimi skupnostmi, ki je iz{la junija 2004 pri GV Zalo`bi. Sodeluje tudi kot ~lanica Komisije za izbor okoljskih nagrad (Finance).

Ana Peters Anna Peters is Project Manager Corporate Social Responsibility at the Bertelsmann Stiftung, Germany. Her main areas of activity are international aspects, awareness and communication, as well as development of CSR strategy. She is also experienced in corporate philanthropy and corporate foundations and 80

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

conducted research in the field of Global Public Policy Networks (GPPN). She also developed CSR best practice teaching cases for business schools curricula. At the international level Anna Peters provided project-based CSR consultancy in Latin America. Currently she is planning together with the German Ministry of Foreign Affairs an international online platform for CSR activities of German companies investing in Africa, Asia and Latin America. Her last publication is “The CSR Navigator – public policies in Africa, the Americas, Asia and Europe” – an international investigation that traces the profiles of national CSR policies and provides a specific tool for further developing CSR policy initiatives. Anna Peters studied in Bonn, Passau and Santiago de Chile and holds a Masters degree in International Business and Cultural Studies from the University of Passau, Germany.

Miha Rejc Miha Rejc je vodja korporativnega komuniciranja in odnosov z javnostmi v skupini Domenca (Domenca, mimovrste=), Blogorola). V svojem delu zdru`uje izku{nje in znanja s podro~ja svetovnega spleta, informacijske tehnologije, mened`menta, novinarstva. Je univerzitetni diplomirani novinar s podro~ja spletnih medijev, ki jih raziskuje in soustvarja {e sedaj. Kot avtor prispevkov sodeluje s {tevilnimi tiskanimi mediji, npr. Playboy, Moj mikro, Adrenalin. Je tudi avtor bloga Obutima~ek (www.obutimacek.com). Dru`beno odgovornost vidi kot esenco osebnosti podjetja oziroma organizacije v odnosih do dru`be, javnosti in dele`nikov.

Dr. Filippina Risopoulos Filippina Risopoulos is Assistant Professor at the Institute of Geography and Regional Science at the Faculty of Environment, Regional and Educational Sciences, University of Graz. She has a PhD in Arts and Humanities (Further Education). She teaches students in the field of “Human Communication” and “Systemic Management” at the Faculty of Social and Economic Sciences and her current work deals with sustainable development in the field of transdisciplinary knowledge transfer and added values for a regional development. Her research interests include communication and language interactions applied in social and economic fields based on systems thinking.

dr. Drago Rudel Dr. Drago Rudel je direktor zasebne raziskovalne organizacije MKS Elektronski sistemi d.o.o. iz Ljubljane (www.mks.si) in od leta 1999 predsednik Zdruènja kr{~anskih poslovneèv Slovenije - ZKPS (www.zkps.si). V tej vlogi je objavil ve~ poljudnih ~lankov, v katerih poudarja predstavlja poslanstvo zdruènja ZKPS in pomen eti~nega odlo~anja posameznika pri poslovnih odlo~itvah. ZKPS sodeluje s svetovnim zdruènjem kr{~anskih poslovneèv UNIAPAC International (www.uniapac.org) pri uveljavljanju dru`beno odgovornega ravnanja posameznikov v poslovnem svetu. V maju 2008 je pripravilo v Ljubljani svetovno premiero UNIAPAC-ove knjige »Dobi~ek in vrednote - Kr{~ansko videnje podjetni{ke dru`bene odgovornosti. Oblika mened`menta za uspe{na podjetja«. Knjiga uvaja metriko za vrednotenje stanja in napredka na podro~ju dru`bene odgovornosti in je na razpolago tudi v slovenskem jeziku (zalo`ba Druìna, ISBN: 961-222-712-8).

Dr. Gerald Steiner Gerald Steiner is researcher and lecturer at the Institute of Innovation and Environmental Management at the University of Graz and at the Institute of Industrial Design at the University of Applied Sciences in Graz. His special interests are innovation and creativity management, industrial design, transdiciplinary and complex problem solving, entrepreneurship, and sustainable development. He is also visiting Professor at the University of Maribor within the MBA-Program and at the University of Ljubljana, book author, and practically involved as consultant and trainer in the fields of innovation (especially product innovations) and strategy development. For his research he has been awarded internationally several times such as most recently by the Best Paper Award of the WDSI (Western Decision Sciences Institute) and by the Daimler Chrysler Alpen-Adria Research Award. 81

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Mag. Dr. Iris Strasser Born 1967 in Klagenfurt, Carinthia. Studied business economics at the university of Graz and graduated in 1991. After doctor degree in 1993 first employment as management consultant at TPA Horwath. In 1999 together with her husband she founded STRASSER & STRASSER Consulting. Straßer is married and mother of 3 children. Special qualifications: Expert for social innovation on behalf of public authorities, institutions and companies, facilitating to benefit from social development with is efficient and profitable as well. References: Studies and evaluations concerning education, labour, childcare, family and social affairs on behalf of the government of Carinthia, of Federal Ministry for Family Affairs and of Federal Ministry for Social Affairs. National/international projects in cooperation with Non profit organisations and also with the Austrian Federal Economic Chamber and the Federation of Austrian Industry. Current position:Managing director of STRASSER & STRASSER Consulting Project leader of the INTERREG-project “CSR excellence” Leader of the regional initiative “Verantwortung zeigen!” [“Showing responsibility!”]

mag. Simona [arotar @i`ek Mag. Simona [arotar @I@EK, 1973, Slovenka, je magistrica (s podro~ja projektnega in strate{kega managementa). Deluje na Ekonomsko-poslovni fakulteti Univerze v Mariboru. Asistentka za podro~je Upravljanje s ~love{kimi viri na Ekonomsko - poslovni fakulteti je redno zaposlena od leta 2007, dve leti prej pa je sodelovala z Ekonomsko-poslovno fakulteto preko dopolnilnega delovnega razmerja. V registru raziskovalcev deluje {tevilko 30059. V letih od 2002- 2007 je sodelovala pri ve~ kot 20 projektih. Aktivna je tudi v raznih strokovnih organizacijah od katerih velja omeniti: - od junija 1998 do junija 1999 ~lanstvo v TC Uradu za standardizacijo in meroslovje za pripravo novih standardov ISO 90001 - od oktobra 1997 ~lanica Kluba Tineta Laha - od 1.3.1999 ~lanica Pomurskega zdru`enja za kakovost - od 14.7.2003 do 11.6.2007 predsednica Kluba managerjev in podjetnikov Murska Sobota - od 11.6.2007 ~lanica upravnega odbora Kluba managerjev in podjetnikov Murska Sobota - ~lanica Alumni kluba Ekonomsko-poslovne fakultete Univerze v Mariboru - od februarja 2008 ~lanica upravnega odbora Slovenskega drutv{a za razvoj ~lovek{ih virov

Mateja [tebe Mateja [tebe, univ. dipl. ekon., svetovalka za mednarodno sodelovanje na Zdru`enju delodajalcev Slovenije - ZDS Rojena 18. oktobra 1981 v Ljubljani. Leta 2000 je z uspe{no opravljeno maturo kon~ala gimnazijo Poljane v Ljubljani. V {tudijskem letu 2000/2001 se je vpisala na {tudij ekonomije na Ekonomski fakulteti v Ljubljani, ki ga je uspe{no zaklju~ila junija 2007 z zagovorom diplomskega dela Doseganje ravnovesja med delom in dru`ino preko fleksibilnega zaposlovanja in dela, pod mentorstvom mag. Roberta Ka{eta. Od oktobra 2007 na Ekonomski fakulteti v Ljubljani nadaljuje bolonjski magistrski {tudij na smeri za Management. Od marca 2008 je zaposlena kot svetovalka za mednarodno sodelovanje na ZDS, kjer med drugim sodeluje v projektu DOP iniciativa.

Metka [toka Debevec Je diplomirana ekonomistka, ve~ino delovne dobe zaposlena na Ministrstvu za delo, dru`ino in socialne zadeve,oziroma njegovih predhodnikih. Ves ~as je delala na podro~ju socialnega dialoga in dogovarjanja s socialnimi partnerji (o politiki pla~, sklepanje kolektivnih pogodb za javni sektor; vse od osamosvojitve Slovenije je bila zadol`ena tudi za pripravo in sklepanje socialnih sporazumov, pri ~emer {e vedno sodeluje). Socialna odgovornost podjetij 82

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sodi v njeno delovno podro~je zadnja tri leta, odkar je ~lanica Skupine visokih nacionalnih predstavnikov za dru`beno odgovornost podjetij pri Evropski komisiji. V tej vlogi se udeleùje rednih sestankov komisije ter konferenc in drugih sre~anj na to temo, kjer pridobiva nove izku{nje, znanja in informacije. Ministrstvo RS za delo, druìno in socialne zadeve je znotraj vlade zadolèno za koordinacijo priprave nacionalnega poro~ila o javnih politikah na podro~ju dru`bene odgovornosti, kar tudi sodi med njene neposredne zadolìtve.

Mojca Tomin{ek Mojca Tomin{ek je svetovalka in vodja projektov pri [tajerski gospodarski zbornici. Vodi {tevilne projekte, med drugim je vodila tudi naslednje: vodenje sekretariata projekta "Emerging EU-services" (Phare CBC 2000)od apr. 2002 do avg. 2003 (organizacija seminarjev, usposabljanj za podjetja in podjetni{ke svetovalce, svetovanja, kooperacijska sre~anja, priro~niki); projekta "Na poti v EU 2. del" (Phare CBC 2000) od sep. 2003 do mar. 2005 (organizacija svetovanj in izvedbe razli~nih ukrepov v podjetjih); projekta "eSLOG for SMEs" (Phare CBC Program SLO/A) od feb. 2004 do feb. 2005 (priprava modelov, shem za ePoslovanje); vodja projekta "CSR-Code to Smart Reality for SMEs" (razpis Evr.Komisije - Direktorat za podjetni{tvo in industrijo) katerega namen je ve~ja osve{~enost o dru`beni odgovornosti med MSP; kot svetovalka sodeluje v {tevilnih drugih projektih, v katerih je GZS OZ Maribor sodelovala kot partner.

mag. Danijel Zupan~i~ Magister strojni{tva Danijel Zupan~i~ je zaposlen v Trimu od leta 1993 kot namestnik glavne direktorice za tehni~no podro~je in tehni~ni direktor. Aktivno govori angle{ko, nem{ko, »srbo-hrva{ko« in pasivno rusko. V Trimu je odgovoren za naslednja strokovna podro~ja: - Procesi stalnih izbolj{av - Metode in pristopi k poslovni odli~nosti oz. celoviti kakovosti - Poobla{~enec vodstva za okolje in varnost - Razvoj in prenos tehnologij za lahke gradbene plo{~e, CAD/CAM tehnologije za izdelavo jeklenih konstrukcij, - Za{~ita intelektualne lastnine - Procesni pristopi - uvajanje v prakso - Trajnostni razvoj - »carbon footprint« V Sloveniji je sodeloval oz. sodeluje v naslednjih strokovnih institucijah: - Inènirska zbornica Slovenije - ~lan - Dru{tvo vzdrèvalcev Slovenije - ~lan - Predsednik skup{~ine nacionalne organizacije za JK: 1998 - 2001 - Podpredsednik SIZ (Slovenske inènirske zveze): 2002 - 2007 - VS[ NM - zunanji sodelavec: 1999 - 2006 - EPF Maribor - zunanji sodelavec: 2007V tujini sodeluje v institucijah: - ECCS (TWG 7.9) - ~lan delovne skupine (priprava gradiv za standardizacijo na podro~ju sendvi~ panelov): 1998 - Panama International (zdruènje evropskih proizvajalcev izolacijskih materialov in lahkih gradbenih plo{~) - ~lan Upravnega odbora: 2003 - Balkan Panama Assotiation - predsednik zdruènja: 2007 -

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6 SKLEPI REFERENCE Sklepi konference so objavljeni na spletni strani www.irdo.si. Oglejte si jih! Po{ljite nam tudi va{e predloge za razvoj dru`bene odgovornosti na naslov: info@irdo.si. Skupaj zmoremo ve~!

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7 ORGANIZATORJI, SOFINANCERJA, SPONZORJI... 7.1 ORGANIZATORJI

7.2 SOFINANCERJA

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7.3 MEDIJSKI POKROVITELJI

7.4 SPONZORJI

N.K.V.

d.o.o.

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7.5 KOMPENZACIJSKI SPONZORJI

7.6 DONATORJI

@ivilska {ola Maribor Srednja glasbena in baletna {ola Maribor Ob~ina Duplek Keksarna Brodnjak d.o.o. A & V LE[NIK D.O.O. MIKLAV[KA PEKARNA Perutnina Ptuj d.d. Toti Rotov` d.o.o. Jagros d.o.o. TRENDDEKOR Cvetli~arstvo in aran`erstvo Maribor GARANT - ZAVAROVANJE D.O.O. PTUJ Kleopatra d.o.o. 87

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8 DODATEK / APPENDIX 8.1 REDSTAVITEV WWW.NFRCSR.ORG, MEDNARODNEGA INFORMACIJSKEGA PORTALA ZA DRU@BENO ODGOVORNOST PODJETIJ Jernej Zavrl Svetovanje za trajnostni razvoj, s.p. Jama 7, 4211 Mav~i~e jernej.zavrl@siol.net www.nfrcsr.org

Povzetek: Avtor kratko predstavlja svoj mednarodni informacijski portal, ki vklju~uje dru`beno odgovornost podjetij. Klju~ne besede: dru`bena odgovornost podjetij, portal, informacije

Abstract: Author briefly present his international portal including corporate social responsibility. Key words: corporate social responsibility, portal, information

Kdo in kdaj je ustvaril NFRCSR? • Avtor portala je Jernej Zavrl, diplomirani ekonomist Ekonomske fakultete Univerze v Ljubljani (rojen leta 1972), iz Kranja. • Spletna stran je bila postavljena oktobra 2005 in od takrat jo Jernej redno osveùje z novostmi. Kaj je NFRCSR? • NFRCSR je kratica za dalj{i angle{ki naslov strani, ki je Non-Financial Reporting and Corporate Social Responsibility (NFRCSR) Resource Centre. • Jernej, ki je sicer samostojni podjetnik (Svetovanje za trajnostni razvoj s.p.), je stran postavil prostovoljno in neodvisno. • Za spletno stranjo ne stoji kak{na posebna organizacija, zato kon~nica .org v domeni morda nekoliko zavaja - vendar dobronamerno, s ciljem organiziranega zbiranja gradiv o CSR. Zakaj NFRCSR? Namen strani je na enem mestu pregledno (z navedbo navigacijskih poti po posameznih spletnih straneh) predstaviti doma~e in tuje spletne vire (predvsem prosto dostopne) z najrazli~nej{ih podro~ij, ki se ti~ejo dru`bene odgovornosti podjetij. Stran {e posebej natan~no pokriva podro~je okoljskega in trajnostnega poro~anja podjetij (v okviru samostojnih "nefinan~nih" poro~il) in je verjetno najbogatej{i vir informacij s tega podro~ja v svetu. Organiziranost spletne strani NFRCSR Celotna stran je razdeljena na {tiri velike pod-strani/sekcije: • mednarodno podstran, • pod-stran za nem{ko govore~e dràve, • slovensko podstran in • podstran za evropske dràve vzhodno od Slovenije (s poudarkom na Hrva{ki). 88

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Vsebina mednarodne podstrani na portalu NFRCSR Po obsegu je dale~ najve~ja mednarodna pod-stran (International section), ki je namenjena vsem, ki znajo angle{ko. Ta pod-stran je razdeljena na trideset kategorij ali poglavij, kot so spletni viri novic, revije in knjige, definicije, opisi in terminologija, ra~unovodski in upravljavski vidiki dru`bene odgovornosti podjetij, dru`beno odgovorne investicije, upo{tevanje nefinan~nih vidikov poslovanja pri investicijskih odlo~itvah, transparentnost poslovanja in razkritje informacij, raziskave in ankete s podro~ja odgovornosti podjetij, poslovni razlogi za dru`beno odgovorno delovanje, primeri dobre prakse, povezave med dru`beno odgovornostjo podjetij in nacionalno konkuren~nostjo, instrumenti in standardi, prostovoljnost in regulacija, javne politike, odgovornost v dobaviteljski verigi, odgovornost v posameznih industrijskih panogah, v finan~nih storitvah, odgovornost v javnem sektorju in odgovornost v nevladnih organizacijah, odgovorno podjetni{tvo in odgovornost v malih in srednje velikih podjetjih, nagrade, lestvice in priznanja, ponudniki storitev/svetovalne agencije, orodja in pripomo~ki, vloga civilne dru`be, odgovorno potro{ni{tvo, neoliberalni pogled na dru`beno odgovornost podjetij in njena kritika. Ob teh je {e precej specializiranih poglavij, ki se nana{ajo na o`je podro~je poro~anja (smernice za poro~anje, raziskave s podro~ja poro~anja, nagrade, zakonodaja in obveznost poro~anja, verificiranje poro~il, vklju~evanje dele`nikov v proces poro~anja, zbirke poro~il, spletno poro~anje, ponudniki storitev, itd.) Mednarodna stran vsebuje tudi poseben geografski pregled organizacij s podro~ja dru`bene odgovornosti podjetij (vse tri Amerike, Evropa, posebej Velika Britanija, Azija, mednarodne organizacije s poudarkom na ~lovekovih pravicah in vpra{anjih razvoja, Afrika). Kako se pripravlja spletna stran NFRCSR? Jernej osnutek spletne strani pripravlja v Wordovem dokumentu, ki ga nato po poglavjih prena{a v FrontPage. Ker je na ra~unalni{kem podro~ju precej {ibak, je temu (in starosti ter zmogljivosti ra~unalnika) primerna tudi oblika spletne strani. Dogajanjem v svetu Jernej sledi s pomo~jo cca. 200 naro~enih virov e-novic (npr. CSRwire, Ethical Corporation, CSR Europe, itd.) in na druge na~ine (npr. Google Alerts). Vesel bo vsake va{e koristne informacije - o konferencah, novih spletnih straneh ali publikacijah, ali npr. diplomskih delih, ki bi jih lahko vklju~il na spletno stran. Sodelujte z Jernejem! Ob morebitnih vpra{anjih, npr. glede iskanja po strani ali glede tega, kje se nahaja dolo~ena informacija, je Jernej dosegljiv in pripravljen pomagati preko svojega e-naslova (glejte gori).

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8.2 IRDO MOZAIK POVABILO AVTORJEM K SODELOVANJU PRI USTVARJANJU NOVE REVIJE IRDO MOZAIK Mednarodna znanstveno-strokovna revija o dru`beni odgovornosti Revija IRDO MOZAIK Je mednarodna znanstveno-strokovna revija o dru`beni odgovornosti, ki bralcu raziskovalno, analiti~no in informativno posreduje znanje, izku{nje in informacije o dru`beni odgovornosti. Hkrati omogo~a periodi~en pregled mednarodne teorije in prakse na podro~ju dru`bene odgovornosti ter prizadevanj za razvoj tega podro~ja. Revija je recenzirana ter v stroki prepoznavna in uveljavljena revija s slovensko in svetovno priznanimi strokovnjaki v uredni{kem odboru. Vsebuje vrsto znanstvenih, strokovnih, informativnih in drugih prispevkov s podro~ja dru`bene odgovornosti, ki so objavljeni po obi~ajni dvojni recenziji. Namen revije IRDO MOZAIK Revija obravnava aktualne stvarne probleme in interdisciplinarne re{itve le-teh. Povezuje strokovnjake in znanstvenike z razli~nih podro~ij z namenom spodbujanja raziskovanja dru`bene odgovornosti in iskanja re{itev za s tem podro~jem povezane probleme. Predstavlja dose`ke raziskovalnega dela, s ~imer krepi celovitost namesto enostranskosti ravnanja in sre~nost ljudi, ki ne nastaja tako, da hkrati nastaja {koda za druge ljudi in naravo. Zakaj znanstveno-strokovna revija o dru`beni odgovornosti IRDO MOZAIK? Dru`bena odgovornost je zelo {irok pojem, ki v skupnem imenovalcu pove, da ljudje delajo kaj dobrega za ljudi preko meja, ki jih predpisuje zakonodaja. Nekaj oblik pojavljanja dru`bene odgovornosti zato vsebuje skrb za naravno okolje, za zaposlene, za poslovne partnerje in druge udeleènce poslovnega procesa, za po{tene pravne odnose, za poslovno etiko, za politi~no etiko, etiko v drugih medosebnih odnosih, npr. zdravstvenih, marketin{kih, odnosih z javnostmi, dru`beno pravi~nost, odli~nost/izvrstnost izdelkov, postopkov, organiziranja, vodenja, zagnanosti pri delu, inoviranje, druge vrste ustvarjalnosti in koristi katere koli vrste (razen ozkih in zlonamernih). Poznavalci zgodovine opozarjajo, da je v zgodovini vsaka dru`ba propadla, ko je v njej zmanjkalo dru`bene odgovornosti. Torej ne gre zgolj za dobrodelnost, druìni in zaposlenim prijazne delodajalce in prodajalce ter varstvo okolja, ampak so to delne pojavne oblike zelo pomembnega razvojnega trenda. ê iz faze izobilja, v kateri je zdaj vsaj najbogatej{ih 20% prebivalstva in je slepa ulica glede motivacije za delo namesto za lenarjenje, ~love{tvo ne bo pre{lo v fazo ustvarjanja, prepletenega z dru`beno odgovornostjo, se mu slabo pi{e. Nara{~anje kulta prostega ~asa, zlorab drog ipd. kaèjo, da ne govorimo o neki zelo oddaljeni prihodnosti. Podobno kaèjo podatki o ekonomskih posledicah desetletij zanemarjanja skrbi za naravno okolje, kar je edina od bistvenih pojavnih oblik pre{ibke dru`bene odgovornosti, hude zlorabe Adama Smitha s teorijo nevidne roke, ki sama uveljavlja dru`beni optimum, ne da kdo posebej skrbi zanj, in zakona o eksternih ekonomikah. Odloèni namesto pokriti stro{ki povzro~ajo, da je dani porast bogastva navidezen, bolj knjigovodski kot dolgoro~no ekonomski, saj bodo stro{ki za obnovo nujnih pogojev za preìvetje ljudi po najlep{em scenariju stali ve~ kot obe svetovni vojni 20. stoletja skupaj, po huj{em pa tudi 20% svetovnega GDP. Menimo, da lahko z avtorskimi prispevki in prikazom znanstveno-raziskovalnega ter strokovnega dela razli~nih avtorjev u~inkovito prispevamo k postavljanju temeljev za dru`beno odgovorno delo vseh strok. Podro~ja, ki jih obravnava revija IRDO MOZAIK V reviji obravnavamo dru`beno odgovornost iz razli~nih vidikov, med njimi mened`ment, odli~nost, dru`bena odgovornost (po podro~jih kot so zaposleni, naravno okolje, skupnost, kupci in dobavitelji), inovacije, raziskave, marketingâ&#x20AC;Ś Prispevki v reviji se ti~ejo tako podjetij, kot neprofitnih organizacij in javne uprave. Vsaka revija ima tematsko izhodi{~e, ki ga vsako leto dolo~i uredni{ki odbor revije. 90

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Kdaj in kako izhaja revija IRDO MOZAIK? Revija izhaja periodi~no, predvidoma 2-krat letno (marec, oktober). Revija je mednarodna, zato so prispevki vseh avtorjev napisani v angle{kem ali slovenskem jeziku in s povzetki v obeh jezikih. Revija je sestavljena iz tiskanega izvoda in zgo{~enke, ki skupaj sestavljata celoto. Tiskani izvod revije vsebuje reference avtorjev in povzetke vseh prispevkov avtorjev v slovenskem in angle{kem jeziku. Na zgo{~enki so prispevki avtorjev v celoti. Povzetki revije so objavljeni tudi v elektronski {tevilki revije na portalu www.irdo.si. Kdo lahko objavlja v reviji IRDO MOZAIK? Po dvojni recenziji uredni{ki odbor izbere prispevke razli~nih avtorjev, ki bodo predstavili dose`ke svojega raziskovalnega dela v obliki znanstvenih in strokovnih avtorskih besedil. Kot avtorji v reviji lahko s svojimi prispevki sodelujejo: znanstveniki, raziskovalci, {tudentje, strokovnjaki iz prakse. V reviji IRDO MOZAIK objavljamo: • Znanstvene prispevke; gre za izvirne ugotovitve, ki so plod znanstvenoraziskovalnega dela. Vsebina je novost, ugotovitve pa prispevajo k razvoju spoznanj, teoriji in praksi na podro~ju dru`bene odgovornosti. • Strokovne prispevke, ki vsebujejo predstavitve, kot prikaz in ocene uporabnih metod in tehnik v praksi ali pri {tudiju primera. • Razmi{ljanja in odmeve; na objavljene prispevke ali primere, ki prispevajo k razvoju dru`bene odgovornosti. • Pogovore s predstavitvenimi podjetji; mened`erji in strokovnjaki o izku{njah in prakti~nih spoznanjih. • Informacije o dejavnostih in{tituta IRDO in dogajanjih v svetu. Povabilo k oddaji prispevkov za IRDO MOZAIK Uredni{ki odbor revije vabi vse, ki `elijo s svojimi izku{njami in pogledi prispevati k razvoju dru`bene odgovornosti v mednarodnem merilu, da po{ljete prispevke, dolge do 5.000 znakov. Revija je slovenska in mednarodna, zato naj bodo prispevki vseh avtorjev napisani v slovenskem ali angle{kem jeziku s povzetki v obeh jezikih, dolgimi do 500 znakov. Prispevki avtorjev niso honorirani. Vse znanstvene in strokovne prispevke da urednik v oceno vsaj dvema recenzentoma (brez podatkov o avtorjih), ostale prispevke oceni uredni{ki odbor revije. Pomembni datumi za prve {tevilke revije IRDO MOZAIK Rok oddaje Za revijo, Vodilna tema revije prispevkov ki izide 20. avgust 2008 20. oktober 2008 Inovacije v kontekstu dru`bene odgovornosti 20. januar 2009 20. marec 2009 Komuniciranje dru`bene odgovornosti

Urednik tematske {tevilke Prof. ddr. Matja` Mulej Prof. dr. Sandra Ba{i} Hrvatin

Na~in oddaje prispevkov: • Povzetki naj bodo posredovani na elektronski naslov: anita.hrast@irdo.si • Dodatne informacije v zvezi s pripravo va{ega prispevka: info@irdo.si

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

INVITATION FOR AUTHORS TO SHARE CREATION OF A NEW JOURNAL IRDO MOZAIK International scientific and professional journal on social responsibility IRDO MOZAIK Journal Is an international scientific and professional journal on social responsibility (SR = DO in Slovenian) providing to its readers investigations, analyses and information to share knowledge and experience on SR. It provides also a periodical overview of international theory and practice on SR and efforts for SR development. IRDO MOZAIK practices a blind review process. Its editorial board consists of international experts and will soon be renown in professions dealing with SR. IRDO MOZAIK Journal Aim It is aimed to work on pressing real problems tackling SR and solutions – created in interdisciplinary creative co-operation – to them. It builds bridges between professionals, experts, and scientists with various and different specializations in order to help them detect and solve SR related problems. It tends to publish achievements of research and good practices in order to support requisite holism rather then one-sided, i.e. often fictitious solutions, and happiness of people resulting from or linked with prevention of damaging other people and their shared natural environment. IRDO MOZAIK Journal – Why? SR is a very broad concept with a common denominator saying that people with SR as their value do something good for people beyond limits set by legislation and related norms. SR features e.g. as active care for natural environment of humankind, for employees, business partners and other stake-holders of business and other activities, honest legal practices, business ethic, political ethic, ethic in other inter-human relations such as medical, marketing, public relations, social justice, excellence of products/services/organization/management/commitment, innovation, other creativity and benefits of any kind and of anybody except the short-term, narrow-minded and evil ones. Experts in history point out that in history every society has declined when it failed to practice SR. Hence, the point is not only in 'doing good to do well', 'family and employee friendly organizations/enterprises and suppliers' and sustainable development: all these expressions of SR are features of a crucial trend of our era. If humankind of today does not find very quickly its way from the development phase called affluence in which at least the richest 20% of humankind are now, and which is a blind alley in terms of motivation for work rather than wasting one's time lazily – into the phase of creation networked with SR, we and our children/grandchildren will face a bad future. The increasing cult of leisure time, abuse of drugs etc., are signs that SR is not addressing a very distant future. Similar are signs from data how huge are the economic consequences of long decades of a too poor care for humankind's natural environment, which features an essential form of a failure of practicing the SR, of the misuse of Adam Smith's thesis of invisible hand taking care of the common good with no person in charge of it, and of the law of external economics. The postponed rather than covered cost of nature maintenance cause the recent growth of richness to be fictitious, a book-keeping story rather than a long-term economic reality: the cost of the unavoidable renewal of preconditions for survival of humankind may soon cost more than both World Wars of the 20th century together, in a worse-case scenario even 20% of the world-wide GDP. Contribute as authors to making efficient bases of SR in all professions, organizations, jobs, and life practices! IRDO MOZAIK Journal Areas We want to cover SR from various viewpoints, including management, excellence, SR per areas of showing up such as employment, environment, community, family, suppliers, customers, politics, innovation, research, marketing, development etc. in companies and non-profit organizations alike, government, NGO, civil services, anywhere. Every issue addresses a topic for all authors to tackle from their viewpoints, as decided by editorial board. 92

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IRDO MOZAIK Journal – when? It is a periodical journal, foreseen to be published twice a year (March, October). IRDO MOZAIK Journal is an international journal published both in Slovenian and English, depending on authors, with bilingual abstracts. It appears in hard copy and on CD belonging to one entity. The hard copy carries references of authors and abstracts of their contributions in both Slovenian and English languages. CD carries complete contributions. Summaries of the entire IRDO MOZAIK Journal’s issues are published electronically on the IRDO Institute's portal www.irdo.si. IRDO MOZAIK Journal – who may publish and what? Everybody matching editorial board's criteria of SR and excellence, may author contributions: scientists, researchers, students, practitioners, after a double blind review and acceptance. IRDO MOZAIK Journal publishes: • Scientific contributions with original findings from scientific research, and contributing to development of humankind's knowledge on SR as a theory and its application. • Professional contributions with information about good and bad practices, applicable methods and techniques supportive of SR as case studies. • Reflections and discussions to published contributions aimed at development of SR. • Interviews with companies and other organizations to be featured, their managers and experts talking about experiences and practical findings. • Information about the IRDO Institute work and news concerning SR world wide. IRDO MOZAIK Journal – Invitation for Submission of potential Contributions The editorial board is inviting everybody interested to support with their experiences and views to development of SR locally or world-wide to submit potential contributions to submit contributions in length under 5.000 signs. IRDO MOZAIK is a Slovenian and international journal, therefore all contributions shall be written in either Slovenian or English with abstracts/summaries in both languages and under 500 signs in length. There are no honoraria for authors. All scientific and professional contributions will be blind-reviewed by two reviewers, at least, the others shall be judged by the editorial board. IRDO MOZAIK – Important Deadlines Submission Journal Lead-topic appearance 20 August 2008 20 October 2008 Innovation in SR context 20 January 2009 20. March 2009 Communication of SR

Issue editor-in-chief Prof. Ddr. Matja` Mulej Prof. Dr. Sandra Ba{i} Hrvatin

Way of submission: • To: anita.hrast@irdo.si • Additional information: info@irdo.si

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8.3 NACIONALNA NAGRADA ZA DRU@BENO ODGOVORNOST PRVI^ V SLOVENIJI Partnerji projekta: IRDO – In{titut za razvoj dru`bene odgovornosti, PRSS – Dru{tvo za odnose z javnostmi, Sekcija za spodbujanje dru`bene odgovornosti in âsnik Finance smo podali pobudo za vzpostavitev prve Nacionalne nagrade za dru`beno odgovornost v Sloveniji Nastanek ideje: Partnerji oz. pobudniki nacionalne nagrade smo le-to idejno zasnovali aprila 2008 in sicer kot nacionalno nagrado, ki je namenjena nosilcem inovativnih primerov dobre prakse na podro~ju dru`bene odgovornosti. Komu naj bi bila podeljena? Nagrada je lahko podeljena za projekte oz. primere dobre prakse podjetij in organizacij, ki s svojim zglednim delovanjem predstavljajo dobro prakso na podro~ju dru`bene odgovornosti. Kot dobro prakso razumemo delovanje, ki je pripomoglo k vidnemu preskoku na podro~ju dru`bene odgovornosti. Preskok, h kateremu so podjetja ali organizacije pripomogli s svojim primerom, so koristi oziroma pozitivni vplivi na spremembe v {ir{em kontekstu soodvisnosti dru`be oziroma celovitosti razmi{ljanja na podro~ju dru`beno odgovornega ravnanja, ne le v kontekstu klasi~nih sponzorstev, donacij in filantropskega delovanja. Namen nagrade je namre~: • osve{~anje na podro~ju dru`bene odgovornosti, • promoviranje konceptov dobre prakse v javnosti • in s tem vplivanje na spremenjeno obna{anje in ravnanje ~im ve~jega {tevila dràvljanov v smislu dru`beno odgovornega delovanja v dobrobit kakovostnega ìvljenja vseh nas. Sodelujte tudi vi! Nagrada je zato poziv vsem strokovnjakom v Sloveniji, da prijavijo primere dobre prakse. Ve~ informacij in razpis za nagrado bo objavljeno predvidoma od 10.7.2008 dalje na spletnih straneh partnerjev projekta, med njimi tudi na spletnem naslovu in{tituta IRDO: www.irdo.si.

Vabljeni k sodelovanju!

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8.4 VABILO ZA ^LANSTVO V IN[TITUTU IRDO Spo{tovane gospe in spo{tovani gospodje, mo`ni ~lani skupine, ki po svojih mo~eh prispeva k razvoju dru`bene odgovornosti! Dru`bena odgovornost pomeni, da se v {ir{em in lastnem interesu trudimo delati v dobrobit ljudi preko meja, ki jih predpisuje zakonodaja. Preìvetje narave in ~love{tva, vklju~no z organizacijami vseh vrst, tudi podjetij, je od tega odvisno v veliki meri. V svetu je v veljavi, da uspe{na in razvojno usmerjena podjetja podpirajo strokovne in raziskovalne in{titucije in s tem izraàjo svoj del dru`bene odgovornosti, ker to koristi tudi njim samim. Kot uglednega posameznika oz. podjetje vas zato vabimo v dru`bo ~lanov in{tituta IRDO - In{tituta za razvoj dru`bene odgovornosti. In{titut smo ustanovili leta 2004 z namenom raziskovati in promovirati dru`beno odgovornost v Sloveniji in v tujini. V ta namen izvajamo {tevilne aktivnosti, ki vam jih predstavljamo na spletnih straneh in{tituta www.irdo.si. ^lanstvo je namenjeno tako posameznikom, kot podjetjem in ustanovam, organizacijam. Prvi izpolnijo izjavo o ~lanstvu, drugi dogovor o sodelovanju (pi{ite na naslov: info@irdo.si in poslali vam bomo ustrezno gradivo). ^lanstvo vam prina{a {tevilne ugodnosti, skupno vsem je predvsem pove~an ugled va{ega podjetja, organizacije ter posameznikov v javnosti. Sodelovali boste lahko pri oblikovanju programa dela in razvoja in{tituta, na pano`nih in tematskih razpravah, brezpla~no dostopali do informacij in novosti na portalu in v e-publikacijah in{tituta, prejeli boste posebne popuste pri uporabi izdelkov in storitev in{tituta (izobraèvanja, posvetovanja, svetovanja, raziskave,...) in izmenjevali prakti~ne izku{nje z drugimi ~lani in{tituta. ^lanom omogo~amo tudi dodatno promocijo na spletnih straneh, na konferencah ter v izbranih strokovnih in drugih publikacijah in{tituta. Zato vas vabimo, da izpolnite prijavnico ~imprej in nam jo po{ljete na na{ naslov. Veselimo se sodelovanja z vami! S spo{tovanjem in prijaznimi pozdravi,

Anita Hrast, direktorica in{tituta IRDO

zasl. prof. ddr. Matja` Mulej, predsednik Strokovnega sveta in{tituta IRDO

P.S. : Prosimo, povabite v ~lanstvo {e druge zainteresirane. Hvala.

IRDO - In{titut za razvoj dru`bene odgovornosti, Preradovi~eva ulica 26, 2000 Maribor, Slovenija. Mati~na {tevilka: 1967312, dav~na {tevilka: 46107657, {tevilka TRR pri Novi KBM d.d. 04515-0001074492. Zavod je vpisan v register pri okro`nem sodi{~u v Mariboru, SRG 2004/01219, {t. vlo`ka 1/12095/00, {ifra dejavnosti: 72.200.

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POSTANITE ^LAN IN[TITUTA IRDO TUDI VI! Kako postanete ~lan in{tituta? V in{titut IRDO se lahko v~lanijo tako pravne osebe iz gospodarstva in negospodarstva (kolektivno ~lanstvo), kot tudi fizi~ne osebe-posamezniki (individualno ~lanstvo). ^lan in{tituta lahko torej postane vsakdo s pla~ilom ~lanarine, ki se obnavlja z vsakim koledarskim letom, in z upo{tevanjem dogovora o sodelovanju ter pravic in obveznosti, ki izhajajo iz ~lanstva. Vi{ino ~lanarine dolo~i Svet in{tituta IRDO. Ko podpi{ete pristopno izjavo za ~lanstvo v in{titutu oz. dogovor o kolektivnem ~lanstvu, pla~ate sorazmerni del ~lanarine za teko~e leto od teko~ega meseca pristopa v ~lanstvo dalje. Vsak ~lan in{tituta prejme ~lansko potrdilo s ~lansko {tevilko, s katero uveljavlja ~lanske ugodnosti. Obveznosti ~lanov Obveznosti ~lanov in{tituta IRDO so: • sprejem dogovora o sodelovanju z in{titutom IRDO, • spo{tovanje eti~nih na~el na podro~ju dru`bene odgovornosti, • pla~ilo letne ~lanarine, ki jo Svet zavoda in{tituta IRDO dolo~i vsako leto posebej, • glede na mo`nosti aktivno sodelovanje pri delu in{tituta IRDO • in prisotnost na letnem sre~anju ~lanov in{tituta.

Ugodnosti in pravice ~lanov In{titut IRDO svojim ~lanom omogo~a naslednje pravice in ugodnosti: • sodelovanje pri oblikovanju programa dela in razvoja in{tituta, • promocija ~lanov in njihovih projektov na spletnih straneh, na konferencah ter v izbranih strokovnih in drugih publikacijah in{tituta, • sodelovanje na pano`nih in tematskih razpravah v povezavi z dru`beno odgovornostjo, ki omogo~ajo izmenjavo izku{enj ~lanov in{tituta, • brezpla~en dostop do redno aùrirane baze primerov dobre prakse s podro~ja dru`bene odgovornosti, • brezpla~na udele`ba na letnem sre~anju ~lanov in{tituta in objava vseh ~lanov v publikaciji sre~anja, • enkrat letno za 1 osebo brezpla~na udele`ba na enem izobraèvalnem dogodku in{tituta ali na konferenci »Dru`bena odgovornost in izzivi ~asa«, • brezpla~no prejemanje mese~nih e-novic in{tituta (e-informacije o aktivnostih ~lanov in{tituta, aktualnih dogodki v Sloveniji in tujini, poro~anje o aktualnih temah…) • brezpla~en dostop do virov informacij na portalu in{tituta IRDO (informacijski portal za ~lane, partnerje in javnost z aktualnimi informacijami, povezavami, primeri dobre prakse, novicami ~lanov in drugimi novostmi), • potrdilo o ~lanstvu v in{titutu IRDO za teko~e leto, • dodatni popusti pri uporabi storitev in izdelkov in{tituta: Dejavnosti in{tituta • posvetovanja • poslovno svetovanje • izobraèvanje (delavnice, seminarji, konference) • publikacije in{tituta • ogla{evanje (portal, sponzoriranje projektov) • raziskave • projekti

Popust v % 20% 15% 15% 15% 15% 10% 10%

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Kategorije ~lanstva in vi{ina ~lanarine za leto 2008 Vi{ina ~lanarine je dolo~ena po posamezniku oz. glede na velikost podjetja, kot sledi iz naslednje preglednice: Kategorija ~lanstva

Opis

A A1 A2 A3 A4 B

podjetje ali ustanova 0-9 zaposlenih (tudi s.p.) 10-49 zaposlenih 50-249 zaposlenih 250 in ve~ zaposlenih

^lan - pravna oseba mikro podjetje, ustanova, organizacija malo podjetje, ustanova, organizacija srednje veliko podjetje, ustanova, organizacija veliko podjetje, ustanova, organizacija ^lan - fizi~na oseba

Posameznik, {tudent (tudi podiplomski)

Letna ~lanarina 2008 v EUR neto 100 250 600 1.250 50

Opombe: • Davek na dodano vrednost ni vra~unan v znesku ~lanarine. • Letno ~lanarino za naslednje leto dolo~a Svet in{tituta IRDO na svoji redni seji pred iztekom koledarskega leta. • Letna ~lanarina se obra~una sorazmerno za {tevilo mesecev ~lanstva v teko~em koledarskem letu, s pri~etkom od meseca v~lanitve v in{titut IRDO. • Mo`nost pla~ila ~lanarine je tudi v obliki kompenzacije (pomo~ v materialnih sredstvih ali storitvah in{titutu (po dogovoru in glede na potrebe in{tituta). Za skupino B. ~lani (fizi~ne osebe) ni mo`nosti, da pla~ajo ~lanarino v obliki kompenzacij. • Sredstva, zbrana iz ~lanarine, se uporabljajo za sofinanciranje aktivnosti in projektov in{tituta IRDO, za razvoj in promocijo dru`bene odgovornosti in ~lanov in{tituta v {ir{i javnosti. Prenehanje ~lanstva ^lanstvo preneha veljati s kr{enjem norm, ki veljajo v in{titutu, z motenjem ali {kodovanjem delu in aktivnostim in{tituta ter z zamujanjem pla~ila ~lanarine za ve~ kot mesec dni po zapadlosti pla~ila. ^lan lahko izstopi iz in{tituta tudi na lastno `eljo in sicer tako, da o tem pisno obvesti in{titut. ^lan ima pravico odpovedati ~lanstvo en mesec pred potekom enoletnega ~lanstva. Varovanje podatkov In{titut se zavezuje, da bo s podatki o ~lanih ravnal v skladu z dolo~ili Zakona o varstvu osebnih podatkov (Uradni list RS {t. 59/99, 57/01 in dopolnitve) in da podatkov o ~lanih v nobenem primeru ne bo posredoval tretji osebi. Vse dodatne informacije v zvezi s ~lanstvom: • preko telefona - gsm: 031 344 883 • ali el. po{te: info@irdo.si Kam poslati pristopno izjavo za ~lanstvo v in{titutu? Vzorec pristopne izjave oz. dogovora o kolektivnem ~lanstvu v in{titutu IRDO vam po{ljemo po el. po{ti takoj, ko nas boste obvestili o va{em interesu (po el. po{ti: info@irdo.si ali na naslov in{tituta). Izpolnjeno izjavo oz. dogovor o ~lanstvu po{ljite ~imprej: • po el. po{ti: info@irdo.si • ali po faksu: 02 429 71 04 • ali po klasi~ni po{ti na naslov: IRDO - In{titut za razvoj dru`bene odgovornosti, Preradovi~eva 26, 2000 Maribor Veselimo se sodelovanja z vami v vzajemno korist in dru`beno dobro! 97

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8.5 ANSTED UNIVERSITY TO PROMOTE WORLD PEACE THROUGH CULTIVATING CORPORATE SOCIAL RESPONSIBILITY (CSR) PRACTICE Roger Haw Boon Hong

Ansted University, BVI (www.ansteduniversity.org) Professor of Corporate Social Responsibility Chairman of the Ansted Social Responsibility International Award (ASRIA) Founder cum Chairman of the First kind of World Book of Records with a Focus on Corporate Social Responsibility aspects 'SRW RecordPedia' Ansted University Asia Regional Service Center, P. O. Box 1067, 10840 Penang. Malaysia Email addresses: bnhaw@tm.net.my or info@ansteduniversity.org

An invitation: Ms. Anita Hrast of IRDO and Prof. Dr. Matjaz Mulej (Honorary Advisory Council member of Ansted University) have sent an invitation via email to Prof. Dr. Roger Haw to request him to contribute article and review Ansted University CSR project activities to be published in the IRDO e-newsletter, which will be first published in 2008 in conjunction with the 3rd CSR Conference to be held in Slovenia. The title is "Responsible you are!". We think this could be good information for Slovene citizens to see, what is happening around the world about CSR.

Introduction: The future of responsible companies and institutions Today's responsible companies or institutions will be tomorrow's profitable companies or institutions. In the last couple of years, Corporate Social Responsibility (CSR) has become a priority issue on the UN, US, Canada, EU agenda and it is now coming to all the six continents which recognize that responsible organizations attract investment funds, and a quality workforce, more easily than others. The successful firms of tomorrow will be the far-sighted and responsible enterprises that have responded to the demands of global citizens - as workers, as consumers, as investors and as inhabitants of their region and country, and of the world. It is apparent that any action which an organization or institution undertakes will have an effort not just upon itself but also upon the external environment where it operates. In considering its Impact on the environment, it must be recognized that the latter includes the business scenario in which a firm operates, the local societal conditions in which the organization is located, and the wider global environment. Lack of social responsibility practice is one of the main factors contributing towards making peace mission difficult to achieve. If Social Responsibility is NOT put in place URGENTLY at the heart of every activity of all citizens around the world, no matter how hard we work for and no matter what kind of strategy is being used to cultivate peace, we will never able to achieve mankind's long awaited desired goal. The worst part is keeping all of us busy for nothing and wasting our energy despite the fact that all kinds of ideal and profound policies have been created and developed by various governmental agencies, NGOs and Corporations decades ago. From a humble beginning, the Ansted (i.e. A Noble System of Technology for Educational Development) University's Foundation Governing Board of Trustees made society a part of our dream and embraced the underprivileged community and global citizens as our family members. Since Ansted inception in 1999 we have been promoting WORLD PEACE through social responsibility practice as part of our mission to achieve academic excellence and a caring community around the world through various channels by creating a Peace Culture and Educational programs cum publication, establishing collaboration with other universities/institutions, Corporations, NGOs and Government agencies to implement various sustainable development projects and also it has been organizing interactive seminars, forums and conferences for our 98

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students and public at large to create platform in relation to the social responsibility aspects for the well being of human society at large. All these achievements and outcomes of research, as well as the best practices of individuals or corporations will be recorded in our “SRW Social Responsibility World of RecordPedia” book. This resource book is recognized throughout the world as leading sources of reference, which focus on social responsibility affairs happening in the world. Over the years, Ansted University and its foundation holds dear to 5 core beliefs: 1. Ansted believes that God has His own special Way of providing through the many supporters Ansted has had all these years. 2. Ansted believes in creating awareness for the need of a caring society among the multi-racial society, different cultures and backgrounds and level peoples of today. 3. Ansted wants to refrain from becoming a business oriented tertiary Education Institution. We exist only because we care for people's future. 4. Ansted believes in betterment through Education. 5. Ansted puts social responsibility practice as a platform to develop World PEACE through various workable channels. What kind of social responsibility value has Ansted University created? The majority of Ansted students come from the third world countries. These students know that Ansted University will help them to find a possible way to pursue and achieve their academic qualification goals. Most of their students are paying only a small sum of fund as a token of appreciation and contributions to the development of Ansted University Foundation. Ansted has a pool of international volunteers and reputable faculty members and Honorary Advisory Council members from various parts of the world spending considerable amount of their time in providing education and knowledge to over 8,000 students. Today they have been given new life and these students have become good citizens well placed in society. Why people want to work for and contribute to Ansted University? Ansted is creating hope for those who want to improve themselves through lifelong learning courses and continues to help their students to achieve their tertiary qualification objective. Also, Ansted has attracted many adult learners and professional people from around the world to pursue and continue their studies at Ansted University. To build and develop this kind of Noble System of Technology for Educational Development with limited financial and human resources indeed has been extremely painful and challenging. Various methodologies and strategies have been use by the dedicated team who work timelessly days and nights; these cannot be measured by the value of money. How the Ansted Social Responsibility International Award (ASRIA) was created and the main reason behind? Through this process of development the management of Ansted University has realized that they should create a special award to recognize those CSR practitioners and organizations, which will bring Ansted Social Responsibility mission in a more practical, achievable and sustainable approach. That was the reason for a series of CSR awards to be created and supported by Ansted University Foundation: thus an international prestigious award was created and born to this world with her name being the “Ansted Social Responsibility International Award (ASRIA)” in 2004. It was founded by Prof. Dr. Roger Haw, Founding member of Ansted University. How the Board of Ansted University contributes back to society and builds the reputation? The Board of Ansted University has agreed to contribute part of the revenue to be put into the Ansted foundation fund for future projects related to social responsibility aspects. Further, this will enhance Ansted University's reputation and also enable us to gain more respect from other renowned bodies and institution. Quote: "The person who benefits the most is not the one you give service to, but yourself. You may find it sounds strange, but this is true, and it is governed by the universal law of cause and effect. Anything you cause others to experience will come back to you, and multiplied. If you cause others to experience love, you will find more love in your life; if you cause others to have wealth, you will have more in your own life; if you cause others to succeed, you are guaranteed to succeed. This is the law of the universe, and it never 99

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fails. So, whatever you want to experience in your life, cause others to experience it first. This is the most powerful way to attain your own desires, and the easiest way to achieve happiness." Metamorphosis, March 20, 2007 Corporate sector often tends to lose sight of its responsibility towards society, as it is under constant pressure to compete and remain in business. Thus, there is a social contract between organizations and their stakeholders. Recognition of the rights of all stakeholders and the obligation of a business towards the society in this wider context is a relatively recent phenomenon. Further, the economic view of accountability only to owners and its ramifications have been the subject of debate. When properly integrated with business, strategies, CSR policies can create a great competitive advantage. We clearly live in a competitive age. Not just between individuals, but sections of society. One striking expression of this is the way there always seems to be one group under attack. A group may put its own interests first and take advantage of others. What are the CSR practicing companies benefiting? Of course, their customers will trust them more. Their employees will feel a greater sense of commitment and motivation. Ethically aware investors will choose them. They will benefit from constructive co-operation with national and local authorities and from partnership with educational and research institutes as well as civil society. Finally, they will be helping promote country and/or organization values and giving the country and/or organization a leading role in shaping international rules that are in everyone's interests. This concept of corporate responsibility is not just a new and fashionable piece of jargon. It is a hard reality, and one on which the survival of developing countries depends. It is in the long-term interest of all of us - business, public authorities and institutions - to put this sense of responsibility into practice. The key advantages of being socially responsible are summarized as reputation is improved among staff and customers, productivity is improved through increased innovation and efficiency, shareholder value is increased as social investment funds target the company and institution, the customer base is widened with no risk of losing existing ones, motivation and commitment of staff is improved, recruitment of young, bright and dynamic people is enhanced and the personal satisfaction of management is increased. These are benefits, which any business and institution can ill-afford to ignore. Society expects firms to have more than an economic interest in the world. Customers have learned to demand more. More and more people have become concerned about a company's overall impact. Nowadays Governmental agencies and private organizations as well as NGO are recognizing the importance of engaging in dialogue with stakeholders in order to understand their expectations and needs, to align company values with those of society at large, and to make CSR a win-win strategy for all. We all know that CSR cannot be imposed, or directed from above. But the voluntary nature of CSR does not imply that it should be unilateral. What is at stake is the credibility of the process, which is why we believe that it is necessary to work together, through an open and constructive dialogue, involving all actors of social responsibility, to further develop CSR. This is important to improve the quality, credibility and effectiveness of CSR tools. CSR practice aims to help and encourage companies and stakeholders deliver on the commitments they already have: â&#x20AC;˘ Commitments to their workforces in terms of health and safety, labour law, equal opportunities, and so on. â&#x20AC;˘ Commitments to the environment in terms of a growing range of agreements, often international. â&#x20AC;˘ Commitments to society at large, by being good corporate citizens. Most companies - especially large international ones - know that honesty pays. Misleading claims - whether to consumers or investors, eventually come back to haunt them. The public, at the end of the day, want to trust the companies and shops they buy their goods and services from. And they have a choice - they can always go elsewhere.

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The challenge The theme of Corporate Social Responsibility continues to grow in importance. Sustainable development and business ethics are now high on the public policy agenda. â&#x20AC;&#x153;The Corporate Social Responsibility is important part of mankind political and socioeconomic system in relation to sustainable future of our civilization/mankind with Biosphere of Planet Earth Nature.â&#x20AC;? By Prof. Dr. Timi Ecimovic, Rep. Slovenia For business, CSR is enlightened self-interest. Companies exist to make a profit and good CSR pays. Credibility and trust, the focal point of any CSR strategy, is also the key to hiring - and retaining - the best and brightest staff, and the key to branding which consumers and investors can identify with. It is a clear 'win-win' strategy, which goes straight to the 'bottom line'. ATTRACTING MORE CUSTOMERS Companies incorporate CSR build the trust and goodwill to the communities in which they operate by implies a kind of benevolence or 'giving back' to the society. This is a very good methodology to attract more customers. This was proven by Mc Donald. IMPROVING RELATIONS WITH WORKERS AND THE LOCAL COMMUNITY. Company can organize a volunteer service project in its district of operation. By doing this way, the workers and the local community will have a common objective for the project and work handin-hand to clean up the area. In general, it can be said that CSR is a social license to operate. For government, the task is to make sure that the process of global economic and social change is managed properly and fairly. If CSR can assist this change, all will benefit. CSR can contribute to e.g. Asia's reform goals of full employment, better jobs and to reduce poor community. But CSR can also play a role in developing better global governance and improving living and working standards worldwide. For the public at large, CSR plays another role. Trade liberalization and technological change have opened up unprecedented business opportunities over the past twenty years. Yet the speed of change brings concern about globalization, economic restructuring and the ever-growing power of multinationals. If corporations demonstrate a sense of social and environmental responsibility, they help to ease the transition towards the new economic order. Last but not least, we must keep in mind that CSR can enable all of us to benefit from living in a world in which common, positive, standards are respected by all. A wise man will desire no more than what he/she may get justly, use soberly, distribute cheerfully, and leave contentedly. The wealth of a nation cannot be stored in gold bars. It must remain in the spirit and attitude of the people; wholesome, hopeful, and reverent. About the Founder of Ansted University and ASRIA, Prof. Dr. Roger Haw's contributions being recognized by various organizations and institutions as well as Government agencies. Professor Roger Haw (Malaysian) was invited by London Metropolitan University, UK to open the 1st International Conference on Corporate Social Responsibility in 2003. Also, his paper entitle: 'Management by love and kindness and the conquest implications' was published by Ashgate Publisher, a London, UK based publishing house. In 2004, Professor Roger Haw was invited to serve as an Organizing Chairman for the 2nd International Conference on CSR held in Malaysia. The same year he founded Ansted Social Responsibility International Awards (ASRIA). The mission is to promote WORLD PEACE through cultivating Social Responsibility Practice. The ASRIA Awards objectives are to certify, recognize, appreciate, cultivate and promote CSR practicing companies and individuals. It is an international platform to register a population of 20 million registered entities to practice CSR by the year 2015 and organize the world largest CSR Congress. The following Companies have been recognized by ASRIA Awards, CSR reporting or its CSR Certification Ambassadorship Programmes (CAP) are includes AMD (USA/Malaysia), Ire-Tex Corporation (Ireland/Malaysia), GAIA (Spain), NEC Corporation (Japan), Mucos Pharma (Czech Republic), Northport (Malaysia) Bhd., Mayar of Andong City (Korea), etc. The Ansted Social Responsibility International Awards (ASRIA) is known by 187 member countries of the United Nations. Also one of the research papers written by Prof. Roger Haw has been selected as a key contribution published in the Academic Council on the United Nations System (ACUNS) memorandum on the first three pages after the ACUNS 20th Annual Meeting in New York on 8th June 2007. The ASRIA Awards was published and promoted by the Forum UNESCO-University and Heritage (FUUH) is an UNESCO Project for undertaking activities to protect and safeguard the cultural and natural heritage, through an informal network of higher education institutions. FUUH is under the joint responsibility of the 101

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UNESCO World Heritage Centre and the Polytechnic University of Valencia (UPV), Spain. ASRIA is also a BRAND and ENDORSEMENT for CSR practicing Companies, Institutions, NGOs and individuals. The Award in recognizing responsible Corporate, Institutions, NGOs and individuals working together in collaboration with all countries around the world on six continents for Promoting World Peace by Cultivating Social Responsibility Practice is one of the keys to our universal mission. AS WE KNOW NOWADAYS HUMAN BEINGS... 'We have the scientific knowledge to solve our major world challenges. We have the technological knowhow to solve our problems. We have biological, psychological, and sociological knowledge to educate and transform human beings. We have organizational knowledge to design institutions that could support the transformation towards a sustainable world. But what we need is to have new hearts and a new VISION as well as cultivating Social Responsibility practice both at local and international levels. Who says that one person or an organisation can't have an effect in this world? We all have an effect, and if your effect is an inspired one, then it will inspire countless others around the world.' This is what Prof. Roger Haw had advised the United Nations through the Academic Council on the United Nations System, Canada. It gives a new direction and perspective for the entire United Nations NGOs systems to practice and seriously look into social responsibility wide perspectives for the benefit of world citizen in this new millennium. Also in the same year, he published a series of CSR publications which include two books and one journal. These publications were launched by YAB Datuk Seri Mohd Ali Rustam, Chief Minister of Malacca. Also Prof. Roger Haw was interviewed by The Star paper-Bizweek on Cover feature section 'Does Corporate Malaysia CARE?' in November 2004. Prof. Roger Haw strongly believes that it is extremely important to educate people about the subject of CSR aspects through providing complimentary CSR books and courses developed by experts of which Ansted and him have contributed complimentary CSR books to over 80 countries Government agencies, Universities, Research institutions, Professional bodies, Public libraries, Schools, Hospitals, Companies and public at large. He used to be invited by various organizations, institutions and government agencies as well as political parties both in local and abroad to serve as Keynote Speaker, Visiting Professor and panel of judges as well as observer. The effort contributed by Prof. Roger Haw, the Founder cum Chairman of Ansted Social Responsibility International Awards (ASRIA) for his active participation and keen interest in making CSR a reality in Malaysia has been highly recognized and appreciated by the Director General, Social Welfare Department, Ministry of Women, Family & Community Development of Malaysia during the inaugural Prime Minister's CSR Awards 2007. Today's many CSR project activities organized by various organizations and government agencies have been requesting ASRIA to endorse their projects. The Asia Future TV 2008 Summit, jointly hosted by Shanghai Information Service Association and Global Leaders Institute in conjunction with the Beijing 2008 Olympic Games. Also, the ASRIA CSR-CAP 2007 Awards presentation has been featured in the web media TV at www.penangnettv.com. If you come across those companies or institutions in any part of the world are practicing Corporate Social Responsibility (CSR), please inform the person in charge of that organization to contact us. www.ansteduniversity.org or email: bnhaw@tm.net.my or info@ansteduniversity.org We highly appreciate your assistance in helping us. I sincerely hope that you will take part by giving at least one organization name, which is practicing CSR for us to contact them. In addition, if you are aware of an organizational directory that would be of help to our nominating committee or you can provide a list from the organizations you are associated with this would be a tremendous help to the ASRIA's ongoing search for CSR practicing companies. The worldwide web is ever growing. If you know of websites that feature the names and addresses of CSR professionals, Companies, please let us know and our Board will review the site. Of course, your name will be listed on the publication too. For more details information about ASRIA Awards nomination, please write to us by email or mail. I thank 102

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you for taking time out of your busy schedule to assist us. We are extremely grateful for nominations received all year round, not just during a campaign. My best regards to you. Is Ansted University doing worthwhile things and by what ways can you reflect their activities? No matter how you look at it, establishing / founding Ansted University Social Responsibility activities has been a wonderful and satisfying thing to do. And Ansted is doing this worthwhile thing together with everyone! This book (SRW RecordPedia) will bear the testimony to their progress and faithfully reflect their activities, scopes and successes. What kind of challenges Ansted University needs to accept in order to achieve the university's noble goal? Ansted knows that numerous difficulties can arise while striving for a noble goal. However, it sincerely hopes to have constructive criticism and sympathy along with cooperation, patronage and support from everyone. Ansted University has its history, its finances, its philosophy, and a host of aspects such as its administration, its curricula, its academic practices, its faculty, its representatives, its affiliated campus developments, and its long-range objectives, which are calculated to take Education to new frontiers. What is the ultimate reason for Ansted University's existence? A university must have a reason for its existence, such as the education of youth and of mature students seeking higher degrees. Providing lifelong learning opportunities for a world that reflects optimum human capability is indeed the reason for Ansted University's existence. How to make Ansted University succeed? For Ansted University to succeed, it must be far sighted, visionary, courageous in exploring new knowledge, and sensitive to significant changes in our way of life. It is a University that dares to dream of a more humane world in which organised violence is unknown and human potential fully developed. What else Ansted University needs to do? Ansted University is multi-dimensional, without artificial barriers and dogmatic limitations. It aims to not only consider education as an art, but also as a science. It excludes nothing that is constructive, uplifting, inspirational and in the mainstream of human evolution. Is it important to invest our time, money and effort for cultivating and educating young people? Although the cost of educating our young people, who have high moral integrity and a lofty vision of the future, are escalating with the new technology of the Internet, we should realise that they are the future leaders of the world. Without them, the world indeed may have no future at all. What makes Ansted University survive? The need for finances to fund the programmes of the University is beyond question. This is why we are so grateful to those who gave in the past, especially because support is so imperative for our past, present and future success. Sponsoring and sustaining Ansted University with a world outreach takes more than money. The Ansted University foundation draws funds from high-minded people believing in Ansted ideas. They are willing to sacrifice some of their substance to support the University's goals. What is Ansted University looking for? These funds can then buy talent, equipment, advertising and all the necessary ingredients to the material success of a programmeâ&#x20AC;Ś.But Money alone cannot let Ansted University succeed. WE NEED YOU, your inspiration and your will to succeed in excellence. Why Ansted University has created many awards to recognise contributors? It takes service of a high order and recognition of that service for a better world. Ansted University has created many awards in honour of those that serve and have served beyond the call of duty. It does not solicit the candidate but does invite his/her consideration of the honour, especially on recommendation by the Ansted University Board of Governors and Advisory Council. The University, which confers this award, is as unique as the award itself. 103

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For all readers, do you know the importance of your kindness to share with us what you have in mind can turn up into a platform for future generation to follow, of course it must be useful to mankind? If you have idea you wish to share with others, you are invited to do so through a conference, seminar or roundtable meeting organised by the University. Please let us know what you can contribute to this incomparable learning adventure. Help make this institution a world commonwealth of education, science, and culture, stimulating the quest for truth, and offering to establish a foundation upon which the world may build a truly humane civilization for the generations to come. Besides knowledge, which we can learn from Education, what else is more important? Education today is in a revolutionary phase with many facets of expression. It is said that the task of education is not only to teach the subject matter of the arts and sciences, as much as it is to raise the level of awareness and response to all ideas and events. The idea is that perception is more important than knowledge and understanding is more important than facts. What should we need to emphasis today's Education? So far Education has only scratched the surface of what it is yet to become, as we now reach the advanced technological age. All we can say today about education is that it has provided us with a structure for integrating ideas and it gets us on track. To use a familiar expression it is…“moving consistently and persistently toward its own ultimate perfection”. Expressing human intelligence should be one of the major concerns of true education. What is the right direction one may ask. It is following a course of action that enables goodness, beauty and service. In terms of this new education, the emphasis is on world service. What are the factors we should know about the universe? The academic curriculum is important. Modern education is enamoured with phenomenal existence, with the body, the mind, and the environment. This is the area of secular science, from anatomy to psychology to astro-physics. We should know about the universe in which we live. What are the functions Ansted University needs to do? The function of the university is to teach about the universe, its universal laws and principles, and its universal application to human needs. What kind of practice Ansted University has and applied it to build own culture? With this social responsibility practice in built in the Ansted University family culture, it has been attracting and receiving funds from donors to support their various meaningful and humanitarian projects each year to promote social responsibility education and activities in various corner of the world. Ansted's mission brings people much happiness and satisfaction which money cannot buy. One of the good examples is that Ansted has organized the 2nd International Conference on CSR by getting a big group of international team of volunteers from various institutions and corporations from more than 60 countries to take part in this profound project under the leadership of one of the Ansted's founding members, Prof. Dr. Roger Haw, and other key personnel from Ansted University and other universities worldwide.

How Ansted University maximizes each opportunity to enhance the CSR researchers, academicians, practitioners, individuals, organizations and corporations contributions their works for the benefit of society at large? The response from one of the Ansted University pilot projects to publish “Social Responsibility: an international journal” by Ansted University Asia Regional Service Center in Malaysia - has been very encouraging. Since then, Ansted has been receiving many useful and quality papers, leading the relevant Ansted board to decide to publish a series of CSR books, with the first one entitled “Stakeholders and Social Responsibility”.

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What kind of ideal project set up by Ansted University for what purpose? For many years, Ansted University has been searching for various useful projects for the foundation to undertake. Finally it has found that to set up a platform to cultivate PEACE through social responsibility practice is the ideal project, which is meeting the Ansted University and its foundation's philosophy, objective and its mission. In order to understand more details of Corporate Social Responsibility scope of coverage and its benefit, Ansted University has sponsored many of their faculty members to attend various CSR conferences organized by institutions and organizations in various countries. The exposure of their faculty members really helped the university to realize the importance of this social responsibility aspect. The outcomes of preliminary research and the feedback of results has provided the board of Ansted to formulate ideas to initiate and implement another department to manage this useful publication project called “SRW Social Responsibility World of RecordPedia”. This will become the world standard to promote Social Responsibility practice. What kind of character and the nature of SRW RecordPedia book compare to other books? There are too many books in the market to teach people how to make more money and how to enjoy good life, but very rarely can we find a book that shows us the way to create social responsibility values and ways for readers to contribute their thoughts on creating social value aspects for the benefit of society, which is more important than anything else. “A house that is not a home has no meaning”. We never knew that this kind of approach would one day create the WORLD'S LARGEST SOCIAL RESPONSIBILITY CONGRESS by having everyone contribute and put their efforts together to make this GREAT CONGRESS dream come true. What kind of profound project are initiated by Ansted University? Ansted trusts that global citizens would like to be part of the team to promote this worthy, profound and noble project after reading through this useful book. They know book readers usually come from different backgrounds, but WORLD PEACE is the only concern and common objective for any person living on this planet. The Founder of SRW RecordPedia and it research team members urge all the SRW book readers to work together and contact them regularly to keep them informed and to exchange approaches and ideas for making a society development process as an interesting sustainability development topic to discuss. Ansted University and its Foundation final goal are to cultivate social responsibility throughout the world. SRW wants society to live in the world as a family not as an empire. We are targeting to organize a MEGA CSR CONGRESS by year 2015. Things you did't know about Ansted (A Noble System of Technology for Educational Development) Our target is to achieve 20 millions Companies, Institutions, NGOs, Government agencies and individuals in the world to cultivate and practice Corporate Social Responsibility (CSR) and Social Responsibility practice (SR) by year 2015. By year 2015 the world population will be reaching more than 7 billion. In view of this aspect the relevant authorities such as UN, UNESCO, European Commission and World Bank are highly encourage ANSTED to work closely with them. Of course, you and your organization are most welcome to join hands with us to achieve this IMPORTANT and Meaningful mission through this platform created by Ansted. Write to us at info@ansteduniversity.org or bnhaw@tm.net.my, or visit our web site at www.ansteduniversity.org for more details. More and more information will be uploading onto the web site gradually. Spread a little kindness: The majority of us lead quiet, unheralded lives as we pass through this world. There are scores of people waiting for someone just like us to come along; people who will appreciate our compassion. Someone who will live a happier life, merely because we took the time to share what we had to give. Too often we underestimate the power of a touch, a smile, a kind word, a listening ear, an honest compliment, or the smallest act of caring, all of which have a potential to turn a life around.” -Leo Buscaglia

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"How may Ansted University and its foundation serve?" Prof. Dr. Roger Haw, The Founder cum Chairman of Ansted Social Responsibility International Award has been invited by the Executive Director of “The Academic Council On The United Nations System (ACUNS)” to share his profound ideas on social responsibility issues, especially in the context of multilateralism, e.g. responsibility to support basic human needs, human rights, etc which link to the United Nations or to a UN-related global issue (e.g. global social movements, or global civil society, or corporate responsibilities). The Director of the Division for Higher Education, UNESCO at the Headquarter in Paris said to Prof. Dr. Roger Haw when both of them met on 1st December 2006 that since the Ansted University social responsibility mission is: To promote World Peace through cultivating social responsibility practice is so timely and important. Ansted University shall work closely with UNESCO for the benefit of society at large. Presently Ansted University is working closely with various Corporations, NGOs and Institutions for promoting PEACE through cultivating social responsibility practice. The Chairman cum Publisher of Superbrands Awards said "Superbrands and Topbrands will be honoured to receive ASRIA Award 2007 Special Certificate of Recognition on Superbrands/Topbrands CSR practice. I will pass these on to our partners around the world. Thank you again for your support of our activities." On 5th December 2005, the management of WTC International, Malaysia has organized a Strategic Measurement & Management of CSR with Balanced Scorecard workshop for the first time held in Asia to the delegates who come from several countries and companies and invited Prof. Dr. Roger Haw to deliver Keynote address at the workshop. On 23rd April 2007 Prof. Dr. Roger Haw was invited by ACCA Malaysia the secretariat for CSR Malaysia to serve as guest to attend CSR Malaysia Network Organization launching ceremony, working with ACCA is proud to organize a special CSR Dialogue. The Corporate Social Responsibility Malaysia Network organization in KL is a unique network of corporate and academic institutions, committed to advancing responsible business philosophy and practice that will have positive impacts on people, environment and society. CSR Malaysia, a non-profit network of organizations, is supported by an advisory panel that comprises Securities Commission, Bursa Malaysia Berhad and Khazanah Nasional Berhad. ACCA Malaysia acts as the secretariat to provide the necessary facilities and administrative support and coordination, as well as to establish and foster links between the network and other institutions to develop and roll out programs/initiatives. The Assistant Editor, Business & Management Team of John Wiley & Sons Ltd, UK has invited Prof. Dr. Roger Haw to serve as textbook reviewer to get his views on a new proposal for a textbook called "Mainstreaming Corporate Responsibility: Cases and Text for Integrating Corporate Responsibility in the Business School Curriculum" by Craig Smith from London Business School. This would mean that a student would study this growing subject throughout their business degree. As you will see the main aim of this book would be to "mainstream" corporate responsibility (CR) through the Business School. One way this book could be used is as a support text for subjects throughout the business curriculum i.e. accounting, economics, entrepreneurship, finance, management science and operations, marketing, organizational behavior, and strategy. It will provide a chapter on the relevance of CR issues to each subject area and identify CR issues to be addressed. As with all our textbooks the most important feedback that we can gather is from universities who teach in the subject area, allowing us to produce high quality textbooks that fulfill the needs of both lecturers and students. This is an opportunity for Prof. Dr. Roger Haw to play a part in that process. There are many more channels are supporting the Ansted University's CSR cultivation practice mission. With all these profound channels, we strongly believe that achieving the desired goal is not an issue. With all these profound channels, we strongly believe that achieving the desired goal is not an issue. What Prof. Dr. Roger Haw, The Founder cum Chairman of ASRIA Awards had said at the 1st ASRIA Awards presentation ceremony Opening Speech “The key advantages of being socially responsible are summarized as reputation is improved among staff and customers, productivity is improved through increased innovation and efficiency, shareholder value is increased as social investment funds target the company and institution, the customer base is widened with no risk of losing existing ones, motivation and commitment of staff is improved, recruitment of young, bright and dynamic people is enhanced and the personal satisfaction of management is increased. These are benefits, which any business and institution 106

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can ill afford to ignore. Society expects firms to have more than an economic interest in the world. Customers have learned to demand more. More and more people have become concerned about a company's overall impact. A wise man will desire no more than what he/she may get justly, use soberly, distribute cheerfully, and leave contentedly. The wealth of a nation cannot be stored in gold bars. It must remain in the spirit and attitude of the people; wholesome, hopeful, and reverent.”- “Achievement begins as we take the first step towards change” is particularly relevant. Challenge and change are paramount forces in every aspect of life. Any of your ideas, suggestions, approaches and comments for the benefit of society at large in promoting a more social responsibility practice world are most welcome. Write and share with us soon. "All things are difficult before they are easy" and "Destiny is not a matter of chance, it is a matter of choice." "Just because you are not interested in politics, does not mean that politics is not interested in you." Pericles "Why is it that if someone tells you that there are 1 billion stars in the universe you will believe them but if they tell you a wall has wet paint you will have to touch it to be sure?" "Optimism is a strategy for making a better future. Because unless you believe that the future can be better, it's unlikely you will step up and take responsibility for making it so. If you assume that there's no hope, you guarantee that there will be no hope. If you assume that there is an instinct for freedom, that there are opportunities to change things, there is a chance you may contribute to making a better world. The choice is yours." -Noam Chomsky "I think the purpose of life is to be useful, to be responsible, to be honorable, to be compassionate. It is, after all, to matter: to count, to stand for something, to have made some difference that you lived at all." -Leo C. Rosten A………………….Will to Succeed to liberty, justice, peace and love NOBLE………….…..……..Service to Mankind is Ansted aspiration SYSTEM OF……..Quality Management requires team commitment TECHNOLOGY FOR….….…...Today is the platform for tomorrow EDUCATIONAL…………Information will enhance our knowledge DEVELOPMENT…….of Ansted University will always count you in “We are the Ansted University Family”

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9 ZAHVALA @ivimo v ~asu izobilja in hkrati v ~asu vse ve~je rev{~ine. Ko se nam zdi, da imamo v materialnem smislu è skoraj vse, ugotovimo, da smo na drugih podro~jih izgubili veliko. Pa naj si bo to odnos do druìne, znanja, lastnega zdravja, ali pa odnos do sodelavcev, zaposlenih, delodajalcev. Narava je poskrbela, da tako ali druga~e nihamo, da i{~emo ravnote`je. Ravnote`je v sebi in na{e ravnote`je v naravi. Ves ~as je treba nekaj iskati, da bi na{li sebe in uspeli ìveti kakovostno, da bi osebnostno in druga~e napredovali, da bi inovirali sebe in dru`bo, v kateri ìvimo. @e tretja konferenca »Dru`bena odgovornost in izzivi ~asa« zapored je dokaz, da nas je vedno ve~ tistih, ki menimo, da lahko prispevamo nekaj k dru`benemu dobremu in s tem k dobremu za nas same. Na{e sre~anje je dokaz, da zmoremo sodelovati, razmi{ljati, inovirati, napredovati. Da konferenca ìvi in da smo se z znanjem, izku{njami in dobro voljo vseh prisotnih na njej lahko obogatili, se iskreno zahvaljujem vsem naslednjim: • prof. ddr. Matjaù Muleju in Angelci Ademovi~ za vso vajino prostovoljno strokovno vodenje in delo ter organizacijo – brez vaju te konference ne bi bilo; • vsem predavateljem iz Slovenije in tujine, ki ste s svojimi prostovoljnimi strokovnimi in znanstvenimi prispevki obogatili program ter tako prispevali k razvoju dru`bene odgovornosti; • vsem ~lanom Programskega in Organizacijskega odbora konference, ki ste s svojim po`rtvovalnim prostovoljnim delom omogo~ili izvedbo konference, • vsem ~lanom produkcijske skupine za pripravo konferen~nih gradiv, {e posebej Uro{u Zupan~i~u, Kristijanu Blaì~u in Dori Kreitner; • vsem soorganizatorjem, sofinancerjem, pokroviteljem, sponzorjem in donatorjem konference, brez katerih konferenca ne bi bila tako profesionalno izpeljana, • ~astnemu pokrovitelju dr. Danilu Türku, predsedniku Republike Slovenije, ki je kot novi predsednik Republike Slovenije s prevzemom ~astnega pokroviteljstva nadaljeval tradicijo ~astnega pokroviteljstva predsednika dràve Slovenije nad to konferenco in s tem potrdil na{a prizadevanja za skupno dobro, • ùpanu Mestne ob~ine Maribor, g. Francu Kanglerju, za ve~erni sprejem udeleèncev in podporo izvedbi konference; • vsem udeleèncem, ki ste s svojo prisotnostjo in namenom pomembno prispevali k izvedbi konference ter k razvoju dru`bene odgovornosti • in vsem drugim, ki ste po svojih mo~eh sodelovali z nami. Vabim vas, da s skupnimi mo~mi utrjujemo strokovno in znanstveno osnovo na{ega dela ter z medsebojnim povezovanjem gradimo bolj{o prihodnost nas in na{ih potomcev.

V Mariboru, 6. junija 2008 Anita Hrast

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