Društvena odgovornost poduzeća kao izvor konkurentske prednosti

master's thesis

• Title (english): Corporate social responsibility as a source of competitive advantage
• Author: Krešimir Sušac
• Mentor: Đurđica Gudac Fučkan (mentor)
• Committee member: Denis Dolinar (predsjednik povjerenstva)
• Committee member: Andrija Sabol (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Krajem 20. stoljeća razvija se koncept koji definira razvoj čovječanstva za 21. stoljeće. Taj koncept naziva se „Održivim razvojem“. Održivi razvoj predstavlja multidimenzionalni (ekološka, ekonomska i socijalna dimenzija), multiciljni (ekonomski, ekološki i socijalni ciljevi) i multikriterijalni (ekonomski, etički i socijalni kriteriji) koncept. Pošto je održivi razvoj koncept na razini država, poslovni svijet uključuje održivi razvoj u svoje poslovanje kroz koncept društvene odgovornosti poduzeća. U središtu društvene odgovornosti poduzeća postavlja se pitanje: Može li se društveno odgovornim poslovanjem povećati financijski rezultat poduzeća? Odnosno može li poduzeće na temelju društveno odgovornog poslovanja ostvariti konkurentsku prednost.
Stuart Hart razvija teoriju ekološki društveno odgovornog poslovanja unutar resursnog pristupa poduzeću u kojoj prikazuje kako poduzeće može, na temelju odnosa prema okolišu, ostvariti konkurentsku prednost. Teoriju društvene odgovornosti kao izvora konkurentske prednosti razvija i Michael Porter. Porter svoju teoriju temelji na konceptu zajedničke vrijednosti.
No, radovi Harta i Portera čine samo teorijske okvire koje je potrebno i empirijski ispitati. Da bi se ispitala istinitost navedenih teorija, analiziraju se empirijska istraživanja koja ispituju odnos društvene odgovornosti i financijskog rezultata poduzeća, i utjecaj društvene odgovornosti na percepciju i ponašanje potrošača.

Abstract (english)

At the end of the 20th century concept that defines development of human kind was developed. That concept is known by the name of Sustainable Development. Sustainable Development represents economic, social and ecological dimensions, goals and criteria. Concept of Sustainable Development was conceived at the level of countries, so business world implemented Sustainable Development thru concept of Corporate Social Responsibility. One of the main questions of Corporate Social Responsibility is: Does Corporate Social Responsibility provides competitive advantage?
Stuart Hart developed theory of ecological dimension of Corporate Social Responsibility within the framework of Resource Based View, in which he shows how a company can, on grounds of his relationship with environment, create competitive advantage. Theory of Corporate Social Responsibility as competitive advantage is also developed by Michael Porter. Porter is basing his theory on concept of Shared Value.
But, theories of Hart and Porter are only theoretical and they need to be tested empirically. To empirically test correctness of said theories, empirical research of relationship between Corporate Social Responsibility and financial result of companies, as well as influence on consumer behaviour and buying habits, is analysed.

• Keywords: Društvena odgovornost poduzeća; održivi razvoj; empirijska istraživanja; financijski rezultat poduzeća; ponašanje potrošača; Stuart Harh; Michael Porter
• Keywords (english): Corporate Social Resonsibility; Sustainable Development; empirical research; financial result of corporation; consumer behaviour; Stuart Harh; Michael Porter
• Language: croatian
• URN:NBN: urn:nbn:hr:148:557556
• 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: Access restricted to students and staff of home institution
• Created on: 2016-10-04 16:01:39