Promocija društvene odgovornosti poduzeća kroz strateška partnersta

master's thesis

• Title (english): Corporate social responsibility promotion through strategic partnerships
• Author: Matea Šmuc
• Mentor: Mislav Ante Omazić (mentor)
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Dubravka Sinčić Ćorić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2020-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Društveno odgovorno poslovanje jest suvremena poslovna praksa koju primjenjuje sve veći broj poduzeća kako u svijetu tako i u Hrvatskoj. Postoji širok izbor između alternativa prema kojima poduzeća mogu poslovati društveno odgovorno, a svaka od tih alternativa nudi brojne koristi za sve uključene strane. Kada je riječ o strateškom partnerstvu, posebice iz aspekta ekonomije kao društvene znanosti, radi se povezivanju poduzeća kroz niz različitih oblika. Strateški savez ili strateško partnerstvo definira se kao koalicija poduzeća stvorena u svrhu postizanja važnih poslovnih ciljeva. Strateškim partnerstvima fokus nije samo u postizanju cilja, već i u raspodjeli resursa koja će u konačnici dovesti do zajedničke koristi za obje uključene strane.
Društveno odgovorno poslovanje i promocija međusobno se nadopunjuju. Kako bi se ostvarili društveni ciljevi, koji su u interesu zajednice i poduzeća, potrebno je ostvariti komunikaciju između tih dviju strana. Promocija kao način promicanja društveno odgovornog ponašanja djeluje kroz unutarnje i vanjske dimenzije poslovanja. U radu je promocija društvene odgovornosti poduzeća kroz strateška partnerstva konkretno prikazana i objašnjena kroz komparativnu analizu strateških partnerstva poduzeća Philip Morris International i Philip Morris Zagreb.

Abstract (english)

Corporate social responsibility is a modern business practice applied by an increasing number of companies both in the world and in Croatia. There is a wide choice of alternatives according to which companies can operate socially responsibly, and each of these alternatives offers numerous benefits for all parties involved. When it comes to strategic partnerships, especially from the aspect of economics as social science, it is about connecting companies through several different forms. A strategic alliance or strategic partnership is defined as a coalition of companies created to achieve important business goals. Strategic partnerships focus not only on achieving the goal but also on allocating resources that will ultimately lead to mutual benefits for both parties involved.
Corporate social responsibility and promotion complement each other. In order to achieve social goals, which are in the interest of the community and the company, it is necessary to achieve communication between these two parties. Promotion as a way of promoting socially responsible behavior works through the internal and external dimensions of business. The paper promotes the social responsibility of companies through strategic partnerships and is specifically presented and explained through a comparative analysis of strategic partnerships between Philip Morris International and Philip Morris Zagreb.

• Keywords: strateško partnerstvo; promocija; društvena odgovornost
• Keywords (english): strategic partnership; promotion; social responsibility
• Language: croatian
• URN:NBN: urn:nbn:hr:148:064534
• 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: Open access
• Created on: 2020-09-28 14:34:08