Analiza društveno odgovornog poslovanja vodećih trgovaca na malo mješovitom robom u Republici Hrvatskoj

graduate thesis

• Title (english): Analysis of corporate social responsibility of leading fast moving consumer goods retailers in the Republic of Croatia
• Author: Monika Gegić
• Mentor: Kristina Petljak (mentor)
• Committee member: Ivana Štulec (predsjednik povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Društvena odgovornost poslovanja postaje sve značajnija u suvremenom poslovnom okruženju. Poduzeća, osim što moraju učinkovito upravljati poslovnim aktivnostima, trebaju se također aktivno povezivati s društvom, pokazujući brigu za zajednicu, okoliš i svoje zaposlenike. Ovakav pristup donosi brojne prednosti, uključujući financijsku stabilnost, dugoročnu održivost i konkurentsku prednost na tržištu. Društveno odgovorno poslovanje više nije samo poželjno, već je postalo nužnost za poduzeća koja žele biti uspješna i konkurentna. U ovom radu provedeno je istraživanje o razini upoznatosti ispitanika s praksama društveno odgovornog poslovanja kod pet vodećih maloprodajnih trgovaca mješovitom robom (Konzum Plus, Lidl, Plodine, Spar i Kaufland). Istraživanje je pokazalo da ispitanici pridaju veliku važnost društveno odgovornom poslovanju, pri čemu Kaufland i Lidl percipiraju kao najodgovornije trgovce. Ova percepcija značajno utječe na njihove potrošačke navike, te su upravo ove trgovine najčešći izbor prilikom kupovine.

Abstract (english)

Corporate social responsibility is becoming increasingly important in the modern business environment. Companies, in addition to efficiently managing their business activities, must also actively engage with society, demonstrating care for the community, the environment, and their employees. This approach brings numerous benefits, including financial stability, long-term sustainability, and a competitive edge in the market. Socially responsible business practices are no longer just desirable but have become a necessity for companies that want to be successful and competitive. This paper presents research on the level of awareness among respondents regarding the corporate social responsibility practices of five leading grocery retailers (Konzum Plus, Lidl, Plodine, Spar, and Kaufland). The research revealed that respondents place significant importance on socially responsible business practices, with Kaufland and Lidl being perceived as the most responsible retailers. This perception has a considerable impact on their consumer habits, with these stores being the most frequently chosen for shopping.

• Keywords: društveno odgovorno poslovanje; vodeći trgovci na malo mješovitom robom; maloprodaja; empirijsko istraživanje
• Keywords (english): corporate social responsibility; leading grocery retailers; retail; empirical research
• Language: croatian
• URN:NBN: urn:nbn:hr:148:178117
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-24 20:39:29