Purpose The purpose of this paper is to identify the common issues affecting the cultural institutions’ websites in terms of organic search visibility and to detect if there are some category specifics for the national libraries, archives and museums. Design/methodology/approach In the first phase, an online survey was conducted involving the cultural institutions of national importance, aiming to map the current state of their websites in organizational and functional terms, to collect the information about the used domains, their social media activity and the use of analytical tools to monitor the visitor behavior and online traffic. In the second phase, the cultural institutions’ websites were analyzed using the “White Hat SEO” technics of optimization on Google. Findings From the category perspective, the historical archives have the best Technical search engine optimization (SEO) position due to the low coding errors and fair site speed, the libraries are leading in content generation and the museums have a very good total SEO index due to their strong social media activities. Common issues are detected in the description of web images, non-existence of sitemaps and low website mobile friendliness. Research limitations/implications The data were collected from the personnel of the national cultural institutions based on their pre-assumed knowledge and understanding of website management. Practical implications The research methodology can be used to analyze the organic visibility of any national culture on search engines. Originality/value A research gap in addressing the cultural institutions’ websites from the search engine perspective was identified and addressed within the paper.

Nataša Krstić * uDC 005.5:005.331 Scientific rewiev paper STAKEHOLDER MANAGEMENT FROM THE BUSINESS PERSPECTIVE In an increasingly global and highly competitive business world of today, the business sector pays meticulous attention to stakeholders-groups or individuals, which affect or are affected by business decisions. The paper examines the methodology of identifying key stakeholders, demonstrates the process of their various mapping models, as well as the manner in which stakeholders, in cooperation with a corporation, create the opportunity to be engaged at an early stage of a project, activity or business decision, thus establishing a precedent according to which both sides benefit. By doing so, the business sector can ensure that its actions will receive "a social licence to operate", whereas various groups of stakeholders will be offered a possibility to be included in business dealings for the sake of protecting their interests. The authors of the paper have analysed a two-way process of stakeholder management in establishing corporate reputation which is reflected in business performance and results. It was concluded that stakeholder engagement should foster innovation and lead to broader social prosperity, achieving the main goal of sustainability: business excellence according to the principles of the triple final result, by realizing synergy between the social community, environment and profit.

PurposeThe purpose is to determine whether there is a gap between what children and youth expect from their parents' workplaces and the family-friendly business practices that employers apply, as well as whether COVID-19 has accelerated the introduction of these practices or contributed to any paradigm change.Design/methodology/approachDescriptive methodological research was done through electronic surveys with two target groups. The first group of respondents consisted of 1,279 children and youth who expressed their opinion on the impact of the parental workplace on them and what needs to be done to make companies more family oriented. The second survey involved 64 employers, who shared their views on achieving a balance between work and family and provided insight into the pre-pandemic and pandemic family-friendly workplace practices.FindingsAn apparent gap was identified between the family-friendly workplace practices offered by employers and the needs that children have regarding their parents' workplace. Although employers confirm that COVID-19 provides an opportunity to encourage FFW practices, during the outbreak of the virus, they demonstrated responsibility towards employees but neglected their family members.Research limitations/implicationsThe findings cannot be generalised to the entire business sector as the survey is not nationally representative. Also, the surveyed children do not come from the surveyed employers' work collectives, so it was not possible to intersect the findings.Practical implicationsThe research is vital for human resource managers as creators and implementers of family-friendly workplaces, as it indicates the need to involve the important but overlooked stakeholders in this process – the children of employees.Originality/valueThe research gap in the family-friendly workplace paradigm is addressed by comparing the attitudes of children with the employers' practices, before and during the COVID-19 outbreak.

The main aim of the article is to explore if there is a synergy between proactive website management and better organic visibility of websites on Google, evidenced through their search engine optimisation (SEO) score. The analysis was conducted using 63 responses to an electronic survey completed in summer 2017 by Serbian cultural institutions of national importance. The dependent variable was the SEO score, whereas the independent variables were the existence of Google Analytics, the state of content freshness and social media activity. To examine the differences between the SEO score with respect to each independent variable, a t-test for independent samples was used. Higher SEO scores were recorded for websites that use web analytics, perform a weekly content update and use more than one social network, which combined contribute to the efforts to attract more online users, increase awareness of the institutional activities and strengthen its online brand visibility. Instead of using disparate online tools and channels in website management, the goal should be achieving synergy between web analytics, social media, content generation and SEO, which is contributing to the online value creation. The research findings can contribute to website managers for making betterinformed decisions regarding their online strategies and resource allocation.

SažetakU članku se istražuje primena teorije upravljanja zainteresovanim stranama u slučaju Srbije, u kojoj je praksa savremenog društveno-odgovornog poslovanja (DOP) nedavno uvedena, uprkos bogatoj tradiciji zadužbinarstva i dobročinstva. Radi provere teorije, utvrdili smo tri hipoteze, pretpostavljajući da se upravljanje zainteresovanim stranama kao deo DOP prevashodno koristi kao oruđe odnosa s javnošću, da kvalitet korporativnog upravljanja zavisi od funkcije DOP u organizaciji, kao i da u više uređenim industrijama kao što su građevina i bankarstvo postoji naprednije upravljanje zainteresovanim stranama. Hipoteze su ispitivane na osnovu raspoložive literature i sveobuhvatnog empirijskog istraživanja (kabinetsko istraživanje, anketiranje i dubinski intervjui poslovnih rukovodioca, upoređeni sa najboljom evropskom praksom). Ukazano je da finansijski sektor najviše pažnje poklanja klijentima, dok građevina (cementna industrija) u središte poslovanja stavlja zajednicu u kojoj posluje i svoje zaposlene, što odgovara i međunarodnoj praksi. Međutim, služba za odnose s javnošću ili marketinga prevashodno se bave odnosima sa zainteresovanim stranama u Srbiji, iz ugla slike preduzeća u javnosti, bez dovoljnog razumevanja uloge zainteresovanih strana u unapređenju poslovnog učinka preduzeća, što pokazuje niži stepen razvijenosti privrede i rani stepen tranzicije ka najboljim praksama Evropske unije. Ključne reči: zainteresovane strane, društveno-odgovorno poslovanje (DOP), upravljanje, bankarstvo, građevina (proizvodnja betona) AbstractThe article tests the stakeholder management theory in the case of Serbia, a country where modern corporate social responsibility practice was introduced relatively recently, despite rich tradition of philanthropy. To validate the theory, we formulated three hypotheses, assuming that stakeholder management is predominantly used as a PR tool, that stronger corporate governance correlates with developed CSR function within the organisation and that regulated industries such as researched examples of construction and banking demonstrate more advanced stakeholder management. These hypotheses were examined against the available literature review and a comprehensive empirical study (desk research, online survey and in-depth interviews with business managers, compared with best European practice). We have shown that the financial sector places most emphasis on its customers, whilst the construction sector (cement industry) sets the local community and employees in the cornerstone of its business operations, in line with international practice. However, public relations or marketing sector are primarly engaged with stakeholders' relationship in Serbia from a company's image perspective, lacking understanding the stakeholder role in business performance improvement, which indicates a lower level of development and early stage in transition to best European union practices.

Apart from the increasing attention paid to the role of business in society, with an expanded awareness of the link between the business sector and human rights, over the last decade, there has been a trend of trying to understand the relative impact of businesses on children’s rights. After the promotion of the Children’s Rights and Business Principles in 2012, the impact of the business sector began to be viewed through the diversity of its possible effects on children in the workplace, the marketplace, in the community or in relation to environmental protection. A quantitative survey of children and young people in Serbia conducted via UNICEF’s U-Report platform aiming to test the hypothesis“Are children and youth in Serbia aware of the impact that the business sector has on them?” identified their attitudes that companies can help them in their future development paths, that the greatest area of impact on children’s rights comes from the workplace – by providing decent work for young workers and parents and making future jobs more accessible to young people through education and training programmes.At the same time, the expectation of children and youth in Serbia for greater participation of companies in supporting and realising the rights of children in society was emphasised.

The implementation of Children's Rights and Business Principles in the corporate social responsibility strategy of Serbian enterprises APSTRAKT: Koncept društveno-odgovornog poslovanja (DOP) evoluirao je zajedno sa poslovnim sektorom, od dobrotvorstva, poslovne etike, društvenog marketinga, odnosa s zainteresovanim stranama, do strateške povezanosti sa poslovnim ciljevima i njegove nacionalne i internacionalne institucionalizacije. Iako neizostavni deo DOP-ačini zaštita ljudskih prava, uticaj poslovnog sektora na prava dece često se prenebregava. Istraživanje zasnovano na primeni međunarodnih Principa poslovanja i prava dece koje je sprovela organizacija UNICEF u Srbiji, ukazalo je da poslovni sektor visoko vrednuje aktivnosti ka deci, ali da dečja prava nisu regulisana u poslovnim strategijama. Sistemsko uvođenje i unapređenje prava dece u odgovorno poslovanje preduzeća u Srbiji može se podržati uključivanjem Principa poslovanja i prava dece u procese izveštavanja i sertifikacije DOP-a. Članak daje prikaz uključivanja predmetnih Principa u jedinu nacionalnu metodologiju za objektivno poređenje učinka preduzeća u oblasti društvene odgovornosti-"CSR indeks Srbija", na bazi primene kriterijuma Globalne inicijative za izveštavanje. Kao rezultat, omogućilo bi se strateško praćenje uticaja srpskog poslovnog sektora na ceo spektar prava dece. KLJUČNE REČI: društveno odgovorno poslovanje (DOP), dečja prava, poslovni sektor.

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