Važnost korporativnog građanstva u strateškom usmjerenju multinacionalnih korporacija na primjeru Elan d.o.o.

master's thesis

• Title (english): The importance of corporate citizenship in strategic orientation of multinational corporations on example Elan llc
• Author: Ana Marija Rosić
• Mentor: Darko Tipurić (mentor)
• Committee member: Domagoj Hruška (predsjednik povjerenstva)
• Committee member: Mislav Ante Omazić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2019-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Svrha ovog diplomskog rada je utvrditi ulogu korporativnog građanstva u poslovanju multinacionalnih korporacija. Koncept korporativnog građanstva koji kroz četiri dimenzije koje obuhvaća – ekonomsku, pravnu, etičku i filantropsku podržava različite investicije korporacija u društvenu okolinu u kojoj posluje. Cilj svake korporacije je dugoročno biti održiv na tržištu. Velika involviranost potrošača te mnogobrojna konkurencija postavljaju ljestvicu visoko u svim aspektima poslovanja korporacija. Stoga korporacije neprekidno tragaju za različitim alatima koji će doprinijeti njihovoj boljoj poziciji. Koristeći različite izvore podataka iz područja menadžmenta, međunarodnog menadžmenta, poslovne etike te korporacijske društvene odgovornosti definira se pojam korporativnog građanstva, vrste te međuovisnost s društvenom odgovornosti korporacija. Uz to, pozornost se pridaje i ulozi zaposlenika u implementaciji korporativnog građanstva te filantropskoj odgovornosti tj. dobrohotnom ponašanju multinacionalnih korporacija. Analizom slučaja utjecaja korporativnog građanstva u strateškom usmjerenju na primjeru Elan d.o.o. koje se bavi proizvodnjom skijaške, nautičke opreme, opreme za sportske objekte te kompozitnom tehnologijom nadopunjen je teorijski dio rada. Analizom je utvrđeno kako korporativno građanstvo izrazito doprinosi naprednijoj poziciji na tržištu. Također ukazuje na dugoročnu isplativost kako za korporaciju tako i za okolinu. Doprinosi boljem društvenom položaju same korporacije, utječe na odnose među zaposlenicima, stvara pozitivnu sliku korporacije koja duže opstaje zahvaljujući osjetljivosti i pripadnosti s užom i širom zajednicom te time jača vlastitu konkurentsku prednost. Cilj rada je ustanoviti te teorijski i primjerom iz prakse učvrstiti gore navedene teze. Također obrazložiti je li koncept korporativnog građanstva zaista ima veliku ulogu u strategiji korporacije te mogu li zaposlenici dodatno doprinijeti razvoju ovog koncepta?

Abstract (english)

The purpose of this graduate thesis is to determine the role of corporate citizenship in the operations of multinational corporations. The concept of corporate citizenship through four dimensions - economic, legal, ethical and philanthropic - supports the various corporate investments in the social environment in which it operates. The goal of any corporation is to be sustainable in the long run. High consumer involvment and numerous competitors raise the bar in all aspects of corporate operations. Consequently, corporations are continually searching for different tools that will contribute to their better position. Using different sources of management data, international management, business ethics, and corporate social responsibility, the concept of corporate citizenship, the kind of interdependence with corporate social responsibility, is defined. Additionally, the role of employees in the implementation of corporate citizenship and of philanthropic responsibility, The Goodwill Behavior of Multinational Corporations, is also emphasized. Case analysis of corporate citizens impact in strategic guidance on Elan d.o.o. which is engaged in the production of ski, nautical equipment, sports equipment and composite technology, has been supplemented with the theoretical part of the work. The analysis found that corporate citizenship is a contribution to a more advanced position on the market. It also points to long-term cost-effectiveness both for the corporation and the environment. Contributing to the better social position of the same corporations, affects relationships among employees, creating a positive image for corporations that are more burdened by their sensitivity and affiliation with their wits and across common times. The aim of this paper is to identify theoretical and practical examples of the above mentioned theses. Also explain whether the concept of corporate citizenship really plays a big role in the strategy of the company and can employees further contribute to the development of this concept?

• Keywords: korporacija; korporativno građanstvo; konkurentska prednost
• Keywords (english): corporation; corporate citizenship; competitive advantage
• Language: croatian
• URN:NBN: urn:nbn:hr:148:321508
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-09-25 11:04:43