Conclusion
Considerations on equal chances, responsibility towards the environment, consumers, employees, as well as
company management, all have been provided ethic with high importance. In order to maintain the profitability and
reputation of the enterprise, new managerial concepts, techniques and methods have been emerged to stimulate the
employees by affecting their beliefs and values, human resource management being rather important among these.
As the successful application of business ethics is directly affected by the people, human resource management is the
most efficient mechanism of the enterprise’s ethics management. Numerous strategies are failing since the ineffective
human resource management, i.e. the neglecting or suppressing moral principles in management, which further
results with ambivalence of the employees. Since the issue of ethics in modern business operation is directly related to
the employees, many measures and actions regarding ethics are indeed in domain of human resource management.
Therefore, the main purpose of this paper is to explain the role of human resource management in shaping and
strengthening business ethics, as well as to indicate the ethical challenges and dilemmas facing the professionals of
human resource management and the importance of this function for application and improvement of business
ethics in Serbian enterprises. Research results need to indicate that without successful application of business ethics which further depend on the human resource management’s practice, enterprises can not grow and develop. Indeed, the main problem in these enterprises is the lack of commitment to all these.