Uvođenje elemenata društveno odgovornog poslovanja u pivsku industriju

master's thesis

• Title (english): Introducing elements of corporate social responsibility in the brewing industry
• Author: Ana Kopić
• Mentor: Rebeka Danijela Vlahov (mentor)
• Committee member: Mislav Ante Omazić (predsjednik povjerenstva)
• Committee member: Davor Filipović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

U Europi i širom svijeta raste broj kompanija koje promoviraju koncepciju društvene
odgovornosti, kao odgovor na različite ekonomske i društvene prilike. Te kompanije žele
poslati poruku različitim dionicima s kojima imaju doticaj (zaposlenici, dioničari, investitori,
potrošači i javni sektor) kako njihov angažman u vidu društvene odgovornosti može
pridonijeti mnogo vlastitoj zajednici, ali i njima samima. Tu poruku šalju na način da
prezentiraju vlastite uspjehe na tom području. Na taj način kompanije investiraju u svoju
budućnost, a pri tome se nadaju i očekuju da njihov dobrovoljni angažman može pomoći u
povećanju vlastite dobiti kao i dobiti cijele zajednice.
Bez obzira na to što je društveno odgovorno poslovanje vrlo aktualno područje istraživanja u
svijetu, može se uočiti da se u Hrvatskoj još uvijek ne posvećuje dovoljno pozornosti ovoj
temi. Društveno odgovorno poslovanje je trend koji je nametnut samim razvojem, ali moglo
bi se reći da ovaj koncept lakše usvajaju srednja i velika poduzeća, dok mala nemaju dovoljno
sredstava da se suoče s izazovima koje donosi društveno odgovorno poslovanje.
Na primjeru pivske industrije može se zaključiti kako tri vodeća poduzeća u toj industriji jako
puno novca i vremena ulažu u društveno odgovorno poslovanje. Svo troje je jako osviješteno i
sudjeluju u jako puno društveno odgovornih projekata, vode brigu o okolišu te brinu za svoje
zaposlenike, dok manje pivovare koje ih slijede isto tako vode brigu o društveno odgovornom
poslovanju, ali u manjem opsegu, sukladno svojem budžetu. Karlovačka pivovara kao dio
Heineken grupacije o društveno odgovornom poslovanju počinje brinuti 2008. godine, nakon
nesretnog događaja trovanja plinom, koji ih je potaknuo na važnost brige o istom. Od tada
svake godine pivovara objavljuje izvještaje o održivost kojima ukazujte na to kako brine o
društveno odgovornom poslovanju.

Abstract (english)

In Europe and all around the world a growing number of companies that promote the concept
of social responsibility, in response to different economic and social conditions. That
companies want send a message to various stakeholders with whom they have contact
(employees, shareholders, investors, consumer and the public sector) to show them hw their
involments in the form of social responsibility can contribute a lot od the local community,
but also to themselves. This message is sent in a manner that present their achievements in
this area. In this way, companies are investing in their future, and in the same time they
expect that their voluntary engagment can help to increase personal gain and get the whole
community.
Regardless of how corporate social responsibility is very topical area of research in the world,
it can see that Croatia still does not pay enough attention to this topic. Corporate social
responsibility is trend that has imposed itself with development, but it could be say that this
concept is easier to adopt to medium and large companies, while small companies do not have
enough resources to cope with challenges of the corporate social responsibility.
On example of the beer industry it could be concluded that the three leaders in this industry a
lot of money and time invested in corporate social responsibility. All of three are very
conscious, and participate in many socially responsible projects, take care of the environment
and for their employees, while smaller breweries also take care of the social responsibility,
but to a lesser extent, in accordance whit its budget. Karlovac brewery as a part od Heineken
group, begins to take care about corporate social responsibility of 2008. year, after incident of
gas poisoning that has encourage them how important is take care od that. After that incident
they published every year Suistainability Reports of what they do about that, and how they
take care of corporate social responsibility.

• Keywords: društveno odgovorno poslovanje; pivska industrija; Karlovačka pivovara; lokalna zajednica; strategija
• Keywords (english): corporate social responsibility; brewing industry; Karlovac brewery; local community; strategy
• Language: croatian
• URN:NBN: urn:nbn:hr:148:831733
• 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: 2016-11-22 08:37:38