The globalization process has greatly altered the rules of the game on the world business scene. Competition is increasingly due to the fact that the supply of goods and services increasingly exceeds the demand for them. Enormous profits made by large world companies through environmental pollution, uncontrolled exploitation of non-renewable natural resources, poor position and working conditions of employees, as well as numerous fraud related to quality and product specifications greatly changed the mindset and behavior of consumers. Many companies have long worked for the principle of taking everything (from nature, local community, employees, state and society) and in return do not give anything. With changing consumer thinking and increasing their list of wishes many of these and such companies have disappeared from the world business scene, while some have been more resourceful and flexible to survive by changing their business appearance and thinking, and thus by changing their image. In the modern business world only those who view their business as socially responsible survive. Sustainable development, respect for work rights and adequate workplace safety, local community support and certain vulnerable groups in society, respect for law and human rights activities are a way to provide companies with a significant competitive edge. To behave in a manner that is socially acceptable, responsible and ethically can no longer be seen and seen as an unnecessary expense but as an investment that depends on the business future of a company. Under conditions of globalization and development of information technology news is traveling very rapidly to the world, and the consequences of irresponsible and exclusively profitable business, regardless of the consequences, is almost impossible to hide from the public eye. Therefore, in response to newly emerging social and economic problems and environmental issues, companies are increasingly involved in the promotion of appropriate social responsibility strategies that attempt to reduce or eliminate these problems. In this way, companies represent themselves as subjects that have positive impacts on society in all its segments, which has proved to be a very significant source of competitive advantage.