Utjecaj neetičkog poslovanja na poslovno planiranje

master's thesis

• Title (english): Influence of unethical business on business planning
• Author: Ante Marijan
• Mentor: Domagoj Hruška (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: 2015-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U modernom se poslovanju velika važnost posvećuje kupcima i javnom mišljenju.
Poduzetnici sve učestalije promišljaju o poslovnoj etici i njenoj primjeni prvenstveno zbog
izgradnje pozitivnog imidža u očima potrošača i boljeg položaja na tržištu. Za razliku od
industrijske ekonomije, glavna obilježja tržišne ekonomije su fizički i financijski kapital, a u
današnjoj ekonomiji je kapital neopipljiv i sastoji se od imidža poduzeća, robnih marki,
povezanosti s partnerima, odnosa s korisnicima i od znanja i sposobnosti zaposlenika.
Prihvaćajući imidž kao moćno sredstvo komunikacije s ljudima radi postizanja njihova
ciljanog ponašanja, upravljanje imidžom postalo je važnim područjem djelovanja strategija.
Poduzeća su svjesna da su etičke strategije i etičko ponašanje odlični sastojci za dobro
poslovanje, jer o njima ovisi ugled i dugoročno blagostanje u odnosima s kupcima,
dobavljačima, zaposlenicima, ulagačima i društvom u cjelini. Pravilan sistem planiranja, uz
ugrađene etičke principe, ima presudan značaj za usmjeravanje ljudskih i drugih resursa u
budućim poslovnim aktivnostima poduzeća.
Različiti su uzroci nemoralnog ponašanja u poslovnom svijetu, negdje su uzroci u samome
čovjeku pojedincu i proizlaze iz njegovih stavova prema novcu ili drugim materijalnim
vrijednostima, ograničenje može biti u sistemu organizacije ili u eksternom okruženju. U
slučaju državnih poduzeća gdje imamo građane, političare i menadžere, kontrola i jačanje
etičke prakse predstavlja posebne izazove. Postoje mnogi mehanizmi i sredstva regulacije
etičnosti ali najjači utjecaj imaju grupe za pritisak koje se ne ograničavaju samo na uklanjanju
nemoralnog ponašanja već i na promjeni strategije poslovanja. Jedan od najpoznatijh oblika
neetičnosti u poslovanju je korupcija koja je u nerazvijenim zemljama toliko prisutna da
otežava ili ne omogućava poslovno planiranje.
Kultura u poslovanju u Hrvatskoj na vrlo je niskom nivou razvijenosti zbog čega su mnoga
poduzeća danas suočena s nemotiviranošću i nedovoljnom stručnošću zaposlenika,
nezadovoljstvom klijenata i nelikvidnošću, izostankom definiranih poslovnih procesa te još
mnogo toga što sve zajedno stvara ozračje pesimizma i bezizlaznosti. Stanje i regulacija
poslovnih odnosa i ponašanja na tržištu naše zemlje uvelike ovise o političkim prilikama.
Mnogo je slučajeva koji potvrđuju neetičnost u poslovanju u Republici Hrvatskoj.

Abstract (english)

In the modern business great importance is brought to customers and public opinion.
Entrepreneurs more then ever think about business ethics and her application primarily
aiming to develop a positive image in the eyes of consumers and to achieve better position on
the market. Opposed to industrial economy, main characteristics of market economy are
physical and financial capital, and in todays economy capital is intangible and consists of
image of the company, brands, connections with partners, customer relations and of
knowledge and skills of employees. By accepting the image as a powerful tool of
communication with people in order to achieve the targeted behavior, image management has
become an important part of strategies.
Companies are aware that ethical strategies and ethical behavior are significant ingredients for
good business because reputation and long-term prosperity in relations with customers,
suppliers, employees, investors and society as a whole depends on it. Correct system of
planning, along with ethical principles, has crucial importance in directing human and other
resources in future business activities of the company.
There are different causes of immoral behavior in business world, sometimes causes lie in the
human individual and come from his attitudes toward money or other material goods,
restriction can come from the system of organization or the external environment. In a case of
state-owned companies where we have citizens, politicians and managers, control and
strengthening ethical practices represent special challenges. There are many mechanisms and
means of regulation of ethics but the strongest influence have pressure groups which are not
stopping by removing the immoral behavior but insist also on the change in operating
strategy. One of the most popular forms of unethical business is corruption which is in the
developing countries so present that either makes it difficult or it totally disables business
planning.
Business culture in Croatia is on very low level of development and that is the reason many
companies today are faced with the non-motivation and insufficient expertise of employees,
customer dissatisfaction and lack of liquidity, lack of defined business processes and much
more. All of that creates an atmosphere of pessimism and hopelessness. Condition and
regulation of business relations and market behavior of our country largely depends on the
political situation. There are many cases that confirm unethical business in Croatia.

• Keywords: etika; poslovno planiranje
• Keywords (english): ethics; business planning
• Language: croatian
• URN:NBN: urn:nbn:hr:148:392753
• 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: 2016-10-11 16:27:39