Social responsibility of banks in the function of comparative advantage on the market

Main Article Content

Milica Raicevic
Dijana Medenica Mitrovic


The business operation of companies is not neutral and is not perceived any more in terms of profitable operations, but also in terms of whether it is beneficial for the society. Social responsibility contributes to improving relationships with key stakeholders, thus contributing to the long-term sustainability of the company. The paper points out to the positive link between corporate social responsibility (CSR) and the reputation of the bank. Without CSR, neither the improvement nor the expansion of banking operations is possible. The aim is to point out that profit and CSR are not opposed categories and that the CSR of banks represents a strong comparative advantage on the market. The paper gives a theoretical and practical overview of the concept of corporate social responsibility (CSR), with a focus on the banking sector.

Article Details



Addiko Bank AD Podgorica,
Carroll, A. 1996. Business and Society: Ethics and Stakeholder management, Cincinatti Ohaio: South-Western Collage Publishing
Central bank of Montenegro,
mn 2=bankarski_sistem&mn3=licencirane_banke
Crnogorska komercijalna banka AD Podgorica member of OTP Group,
ERSTE Bank AD Podgorica,
Hipotekarna banka AD Podgorica,
Kotler, Ph., and Li Nensi 2009. Korporativna društvena odgovornost, Beograd, Hesperiadeu
Kundid, A. 2012. “Društveno odgovorno poslovanje banaka u Republici Hrvatskoj”, Ekonomska misao i praksa dbk, God XXI, Br. 2.
NLB Banka AD Podgorica,
Prva banka Crne Gore AD Podgorica osnovana 1901. godine,
Saraiva, P.P.& Serrasqueiro, Z.M.S. 2007. “Corporate Sustainability in the Portuguese Financial Institutions”, Social Responsibility Journal, Vol.3, No.2
Societe Generale banka Montenegro AD,
Stojanović-Aleksić, V., Erić, Nielsen, J., Bošković, A. 2016. „Društvena odgovornost u bankarskom sektoru: Iskustva iz Republike Srbije“, Bankarstvo
Vunjak, N., and Kovačević, Lj. 2006. Bankarstvo, Subotica, Proleter a.d. Bečej
Zelenović, V. 2015. Marketing u bankarstvu. Subotica, Proleter a.d. Bečej