Utjecaj društveno odgovornih aktivnosti poduzeća na odlučivanje potrošača

master's thesis

• Title (english): The impact of socially responsible activities of companies in the consumer decision making
• Author: Mateja Valjak
• Mentor: Mislav Ante Omazić (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Dubravka Sinčić Ćorić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-07-08, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

S obzirom na globalizaciju i kontinuirani razvoj tehnologije, poduzeća danas djeluju u nesigurnom poslovnom okruženju koje karakteriziraju nagle i duboke promjene. Uspjeh u takvom okruženju nije nemoguće ostvariti, no jednako tako nije ni jednostavno. Uspjeh ostvaruju ona poduzeća koja se brže i djelotvornije prilagođavaju novim okolnostima na tržištu. Kontinuirano usavršavanje poslovanja jedan od elementa koji postaje sastavni dio strateškog pristupa izgradnje konkurentne prednosti. U tom kontekstu pojavila se i potreba za društvenom odgovornošću. Kada se govori o društveno odgovornom poslovanju (DOP), riječ je o koceptu u kojem neka poduzeća, iznad strogo zakonom propisanih obaveza, integrira brigu za okoliš i društvo u sustav donošenja odluka. Društvena odgovornost se promovira širom svijeta kao odgovor na ekonomske i društvene utjecaje. Ono se definira kao koncept gdje poslovni subjekti donose odluku o doprinosu boljem društvu u suradnji s ostalim dionicima. Korist od društveno odgovornog poslovanja koju treba istaknuti je jačanje korporativnog imidža i utjecaja. Osim toga, na taj način raste reputacija poduzeća što je u današnje vrijeme posebno važno. Potrošači prepoznaju trud, napor i ulaganja poduzeća i takvo poduzeće svakako nagrađuju i postaju lojalni, a to je ono što zapravo svako poduzeće u konačnici želi. Cilj je ovoga rada analizirati utjecaj društveno odgovornih aktivnosti poduzeća na odlučivanje potrošača.

Abstract (english)

Thanks to globalization and continuous technology development, today's businesses are operating in an uncertain business environment characterized by sudden and profound changes. Success in such an environment is not impossible to realize, but equally not easy. Success is achieved by companies that adapt faster and more effectively to new market circumstances. Continuous business improvement is one of the elements that becomes an integral part of the strategic approach to building competitive advantage. In this context the need for social responsibility also emerged. When it comes to Corporate Social Responsibility (CSR), it is a case in which a company, above strictly statutory obligations, integrates environmental and social care into the decision-making system. Social responsibility is promoted around the world in response to economic and social impacts. It is defined as a concept where business entities make a decision about contributing to a better society in cooperation with other stakeholders. The benefit of socially responsible business is to emphasize the strengthening of corporate image and influence. In addition, the reputation of the company is growing, which is of particular importance today. Consumers recognize the effort, effort and investment of the company and such a company certainly reward and become loyal, and that is what every company ultimately wants. The aim of this paper is to analyze the impact of socially responsible business activities on consumer decision-making.

• Keywords: Društveno odgovorno poslovanje; potrošači; društveni utjecaj; dionici
• Keywords (english): Socially responsible business; consumers; social influence; stakeholders
• Language: croatian
• URN:NBN: urn:nbn:hr:148:248189
• 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: Closed access
• Created on: 2019-07-10 11:07:11