SPECIFIČNOSTI PRIMJENE DRUŠTVENE ODGOVORNOSTI MARKETINGA U OBITELJSKIM PODUZEĆIMA

master's thesis

• Title (english): PARTICULARITIES OF USING SOCIAL RESPONSABILITY OF MARKETING IN FAMILY BUSINESSES
• Author: Nikolina Sopina
• Mentor: Andrea Razum (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Društvena odgovornost predstavlja koncept prema kojem poduzeća vode brigu o društvenim pitanjima i zaštiti okoliša integrirajući ih u svoje poslovne aktivnosti i odnose sa zaposlenicima, potrošačima, dobavljačima i ostalim interesno – utjecajnim skupinama. Poduzeća su danas suočena sa brojnim izazovima pri čemu više nije primaran cilj stjecanje profita već i opća dobrobit zajednice. Kao ključna poveznica između tih ciljeva javlja se društveno odgovorni marketing. U ovom radu definira se pojam društveno odgovornog marketinga, koncept koji je sada već dobro ukorijenjen u poslovanje poduzeća u svijetu, a sve više i u Hrvatskoj. Cilj ovog rada jest prikazati načine i specifičnosti integracije društvene odgovornosti u aktivnosti marketinga obiteljskih poduzeća, kao i koristi koje takva integracija donosi. Dok se teorijska uporišta temelje na sekundarnim izvorima podataka, istraživanjem koje je provedeno na uzorku od 6 malih obiteljskih poduzeća, temeljem dubinskih intervjua nastojalo se utvrditi može li se govoriti o primjeni društveno odgovornog marketinga u malim obiteljskim poduzećima i koje su specifičnosti te primjene. Rezultati su pokazali kako je funkcija marketinga na marginama aktivnosti koje se provode u poduzećima, a tek je manji broj onih koji razumiju koncept društvene odgovornosti. Ne može se govoriti o primjeni društveno odgovornog marketinga u malim i srednjim obiteljskim poduzećima, jer on kao takav ne postoji, već se aktivnosti svode uglavnom na oglašavanje.

Abstract (english)

Corporate Social Responsibility is a concept whereby companies care about social issues and environmental protection by integrating them into their business activities and relationships with employees, customers, suppliers and other interest - influential groups. Companies today are faced with many challenges where no longer the primary objective of gaining profits, but also the general welfare of the community. As a key link between these objectives, there is a socially responsible marketing. This paper defines the concept of socially responsible marketing, a concept which is now well rooted in the company's business in the world, and increasingly in Croatia. The main goal is to describe the methods and specificity of integration of social responsibility in the marketing activities of family businesses, as well as the benefits that such integration brings. While the theoretical stronghold is based on secondary data sources, research conducted on a sample of 6 small family companies needed to show is the social responsible marketing implemented into small family business. The results showed that the function of marketing on the sidelines of activities carried out in companies, and only a small number of those who understand the concept of social responsibility. One can not speak about the implementation of socially responsible marketing in small and medium-sized family businesses, because as such does not exist, but the activities are reduced mainly to advertising.

• Keywords: društveno odgovorni marketing; obiteljska poduzeća; marketing malih i srednjih poduzeća
• Keywords (english): social responsible marketing; familly businessess; marketing of small and medium sized businessess
• Language: croatian
• URN:NBN: urn:nbn:hr:148:518582
• 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: 2016-11-18 17:04:07