Demko Rihter, prof. dr Jelena

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Dr Jelena Demko Richter was born in 1979 in Novi Sad. She graduated in 2002 from the Faculty of Economics in Subotica (University of Novi Sad), where she also received a master's degree, in 2008. She obtained a PhD in 2013 at the Faculty of Economics, University of Kragujevac. Since 2003, Dr Demko Richter has been engaged at the Faculty of Technical Sciences, where she teaches courses in the areas of Management Accounting, Financial Management and Investment Management. She is the author and co-author of more than 50 scientific and professional papers, published in domestic and foreign scientific journals and presented at the scientific and expert conferences in Serbia and abroad. Dr Demko Richter took part in three scientific and research projects funded by the Provincial Secretariat for Higher Education and Scientific Research of the Autonomous Province of Vojvodina as well as in three TEMPUS projects funded by the EU. She is engaged in the development of the investment projects and business plans. She speaks English and German.

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ARTICLES

CORPORATE SOCIAL RESPONSIBILITY AS AN ELEMENT OF STRATEGY OF INSURANCE COMPANIES

Cilj ovog rada je da se analizira odnos između društveno odgovornog poslovanja (DOP) osiguravajućih društava i njihovog tržišnog učešća. Glavna ideja ovog istraživanja jeste da ukaže na to da aktivnosti usmerene na primenu DOP treba posmatrati kao investiciju, a ne kao trošak. Osiguranje se zasniva na poverenju, a poverenje se uglavnom gradi društveno odgovornim poslovanjem. Efikasna primena društveno odgovornog poslovanja ključan je instrument za postizanje konkurentske prednosti u delatnosti osiguranja, s obzirom na to da omogućava razvoj pozitivne svesti o određenom osiguravajućem društvu. Istraživanje je zasnovano na javno dostupnim podacima o 16 osiguravajućih društava koja posluju na srpskom tržištu osiguranja. Rezultati istraživanja ukazuju na to da su osiguravajuća društva koja su integrisala DOP u svoju strategiju i primenjuju načela održivog poslovanja uočena kao društveno odgovorna od strane sadašnjih i potencijalnih osiguranika i drugih zainteresovanih strana, što rezultira povećanjem premije osiguranja i tržišnog učešća. Ključne reči: osiguranje, preduzeće, društvena odgovornost, strategija JEL klasifikacija: G22