The implementation of children’s rights and business principles in the corporate social responsibility strategy of Serbian enterprises

The concept of corporate social responsibility (CSR) has evolved along with the business sector, from charitable donations, business ethics, social marketing, stakeholder relationship, through strategic bonding with business goals, 1 nkrstic@fefa.edu.rs 2 Članak je deo projekta Unapređenje konkurentnosti Srbije u procesu pristupanja Evropskoj uniji“ br. 47028 za period 2011–2017, koji podržava Ministarstvo za obrazovanje, nauku i tehnološki razvoj Republike Srbije. 352 SOCIOLOGIJA, Vol. LIX (2017), N° 3 and its national and international institutionalization. Although the protection of human rights is an essential part of CSR, the impact of the business sector to children’s rights is often neglected. The research about the implementation of the international Children’s Right and Business Principles conducted by UNICEF organization in Serbia,confirmed that the business sector highly values activities towards children, but hasn’t incorporated children’s rights in itsbusiness strategies. The systemic introduction and enhancement of children’s rights in responsible business of Serbian companies can be supported through the incorporation of the Children’s Rights and Business Principles in the CSR reporting and certification processes. The article provides an overview of the inclusion of the Principles in the first national methodology for an objective comparison of the business sector effects in the field of social responsibility – “CSR Index Serbia”, based on the application of the Global Reporting Initiative. As a result, it would enable strategic monitoring of the impact of the Serbian business sector in the whole range of children’s rights.