Specifičnosti utjecaja društvene odgovornosti poduzeća na lokalnu zajednicu u Hrvatskoj i Bosni i Hercegovini

master's thesis

• Title (english): The specific impact of corporate social responsibility on the local community in Croatia and Bosnia and Herzegovina
• Author: Ivana Pavlović
• Mentor: Mislav Ante Omazić (mentor); MBZ: 246615
• Committee member: Ljubo Jurčić (predsjednik povjerenstva)
• Committee member: Rebeka Danijela Vlahov Golomejić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2019-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Društvena odgovornost predstavlja prednost gospodarstva da pridonosi održivom razvoju uz pomoć zajednice kroz rad s ljudima kako bi se poboljšali uvjeti u kojima živimo. S aspekta poduzeća društvena odgovornost briga je poduzeća o zaštiti okoliša i interesima društva. Društveno odgovorno poslovanje predstavlja izazov menadžmenta 21. stoljeća i sve se više primjenjuje. Primjena društveno odgovornog poslovanja najvidljivija je kod velikih organizacija, ali primjenjuju ga i manja poduzeća koja se žele istaknuti i stvoriti konkurentsku prednost. Iako je glavna svrha poduzeća uspješno poslovanje i stvaranje profita, lokalna zajednica u kojoj poduzeća djeluju ima svoja očekivanja i zahtjeve. Stoga poduzeća u svoje strategije poslovnih aktivnosti moraju ugraditi i društveno odgovorno poslovanje kako bi pridonijeli lokalnoj zajednici. Razvoju prakse društveno odgovornog poslovanja pridonijela je globalizacija, razvoj informacijskih tehnologija, osviještenost građana... Odgovornim poslovanjem poduzeća, osim što ostvaruju financijsku uspješnost, imaju i dugoročnu održivost, kao i dobru reputaciju. Društvena odgovornost poduzeća nadilazi zakonske zahtjeve i poduzeće mora odlučiti koja će područja dobiti pozornost te ih uskladiti s vlastitim strateškim ciljevima i poslovnim mogućnostima. Trend društveno odgovornog poslovanja proširio se svijetom pa tako i u Hrvatskoj i Bosni i Hercegovini. Cilj rada je pokazati na koji način društveno odgovorno poslovanje utječe na lokalne zajednice u ovim dvjema državama. Modelom studije slučaja utvrdit ćemo na koji način odabrani primjeri, Zagrebačka banka i UniCredit banka, provode praksu društvene odgovornosti i na temelju dobivenih informacija, doći do zaključka razlikuje li se njihova praksa.

Abstract (english)

Social responsibility represents the advantage of the economy to contribute to sustainable development with help of the community and trough a labor with people, in order to improve living conditions. From the corporate point of view, social responsibility is a company's concern for environmental protection and the interests of society. Corporate social responsibility is being applied more and more and it represents a challenge for a management of the 21st century. The application of corporate social responsibility is most visible in large organizations, but it is also applied by smaller companies that want to stand out and create a competitive advantage. Although the main purpose of the company is successful business and generating profits, the local community in which the businesses operate has its own expectations and requirements. Therefore, companiesneed to incorporate the corporate social responsibility in to their business strategies in order to contribute to the local community. The development of corporate social responsibility practices has been contributed by globalization, the development of information technologies and citizen awareness. Through responsible business, besides achieved financial efficacy, companies also have long-term sustainability and a good reputation. Corporate social responsibility goes beyond legal requirements and the company has to decide which areas will get
attention and align them with its own strategic goals and business opportunities. The trend of corporate social responsibility has spread worldwide, including Croatia and Bosnia and Herzegovina as well. The aim of the paper is to show how corporate social responsibility affects the local communities in these two countries. With the case study model, we will determine how Zagrebačka bank and UniCredit bank carry out corporate social responsibility practices and on the basis of the information obtained, conclude whether their practices differ.

• Keywords: društvena odgovornost poduzeća; društvena odgovornost; lokalna zajednica; održivost; Zagrebačka banka; UniCredit banka
• Keywords (english): corporate social responsibility; social responsibility; local community; sustainability; Zagrebačka banka; UniCredit bank
• Language: croatian
• URN:NBN: urn:nbn:hr:148:613066
• 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: 2019-10-14 16:00:54