Društveno odgovorno poslovanje maloprodavača sportske opreme

master's thesis

• Title (english): Corporate social responisbility in retail of sporting goods
• Author: Marija Žagar
• Mentor: Kristina Petljak (mentor)
• Committee member: Ivana Štulec (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Društveno odgovorno poslovanje (DOP) postalo je ključni aspekt modernog poslovanja, usmjeren na integraciju društvenih i ekoloških vrijednosti u poslovne strategije i operacije. Ovaj rad istražuje temeljne principe DOP-a, njegove dimenzije, primjenu u različitim industrijama te utjecaj na poslovanje i društvo.
Cilj ovog rada je definiranje obilježja društveno odgovornog poslovanja kroz aktivnosti poduzeća te davanje kratkog pregleda društveno odgovornog poslovanja u Republici Hrvatskoj. Svrha rada jest prikazati na koje sve načine maloprodajna poduzeća mogu odgovoriti na potrebe potrošača kroz društveno odgovorne aktivnosti prilikom proizvodnje i prodaje sportske opreme, odjeće i obuće. Za potrebe izrade rada provedeno je sekundarno istraživanje dostupne znanstvene i stručne literature iz područja ekonomije i održivog razvoja, te primarno istraživanje metodom dubinskog intervjua s regionalnim voditeljima zaduženim za aktivnosti društveno odgovornog poslovanja poduzeća Decathlon Zagreb d.o.o.
Provedenim istraživanjem zaključuje se kako je Decathlon kroz društveno odgovorno poslovanje ostvario značajnu konkurentsku prednost integriranjem i povezivanjem ekološke i društvene odgovornosti s poslovnim ciljevima. Uspješno primjenjujući društveno odgovorno poslovanje, kompanija je ojačala svoje marke, povećala vjernost kupaca i poboljšala operativnu učinkovitost. Ovaj pristup omogućio je poduzeću da odgovori na danas sve veće zahtjeve potrošača za održivim i etičkim poslovanjem, čime se diferencirao kako na lokalnom, tako i na globalnom tržištu sportskih proizvoda.

Abstract (english)

Corporate Social Responsibility (CSR) has become a key aspect of modern business, focused on integrating social and environmental values into business strategies and operations. This paper explores the fundamental principles of CSR, its dimensions, its application across various industries, and its impact on business and society.
The objective of this paper is to define the characteristics of CSR through corporate activities and provide a brief overview of CSR in the Republic of Croatia. The purpose of the paper is to illustrate the various ways in which retail companies can address consumer needs through socially responsible activities in the production and sale of sports equipment, clothing, and footwear. For this purpose, secondary research of available scientific and professional literature in the fields of economics and sustainable development was conducted, along with primary research using in-depth interviews with regional managers responsible for CSR activities at Decathlon Zagreb d.o.o.
The conducted research concludes that Decathlon has achieved a significant competitive advantage through corporate social responsibility by integrating and linking environmental and social responsibility with business goals. By successfully applying corporate social responsibility, the company has strengthened its brands, increased customer loyalty, and improved operational efficiency. This approach has enabled the company to respond to today's growing consumer demands for sustainable and ethical business, thus differentiating itself in both the local and global sports products market.

• Keywords: društveno odgovorno poslovanje; briga o okolišu; briga o zaposlenicima; briga o zajednici
• Keywords (english): corporate social responsibility; environmental care; employee care; community care
• Language: croatian
• URN:NBN: urn:nbn:hr:148:342058
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2024-09-25 09:41:22