Strateška filantropija kao dio društvene odgovornosti veledrogerija u Republici Hrvatskoj

master's thesis

• Title (english): STRATEGIC PHILANTHROPY AS A PART OF THE SOCIAL RESPONSIBILITY OF WHOLESALERS IN THE REPUBLIC OF CROATIA
• Author: Mia Jaušovec
• Mentor: Mislav Ante Omazić (mentor)
• Committee member: Ana Aleksić (predsjednik povjerenstva)
• Committee member: Rebeka Danijela Vlahov Golomejić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2020-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Ovim radom se pobliže pokušava objasniti važnost društveno odgovornog poslovanja svakog
poduzeća, odnosno strateške filantropije kao dijela istog. Strateška filantropija je velik izazov
za poslovne lidere današnjice. Predstavlja zadovoljavanje potreba društva i djelovanje na
dobrobit zajednice. Konkretnije, označava način na koji poslovni svijet pokazuje vlastito
vrjednovanje svojih zaposlenika, partnera i klijenata. U ovom radu konkretno će se pisati o
strateškoj filantropiji veledrogerija u Republici Hrvatskoj. Veledrogerije kao što su dm, BIPA
i Müller nezaobilazni su poslovni subjekti s kojima se populacija susreće svakoga dana te
nikome ne bi trebalo biti svejedno u kojoj mjeri imaju uključenu stratešku filantropiju u svoj
menadžment, marketing te poslovne ciljeve. Način na koji brinu za okoliš, svoje zaposlenike,
partnere, ali i klijente puno govori o njihovom poslovanju i opstanku na tržištu. Anketnim
upitnikom potrošači su izrazili svoju percepciju o strateškoj filantropiji za sve tri veledrogerije
te su rezultati primarnog i sekundarnog istraživanja pokazali kako je dm daleko najodgovorniji
prema percepciji potrošača uz najviše pozitivnih odgovora. Nakon njega slijedi Müller te BIPA,
treća i najmlađa veledrogerija na ovim prostorima. Moderna poduzeća današnjice postaju sve
svjesnija važnosti strateške filantropije i polako shvaćaju koliko je važno istu ukomponirati u
svoje poslovanje za dobrobit društva, ali i sebe samih.

Abstract (english)

This paper explains in more detail the importance of socially responsible business of every
company or more so - the strategic philanthrophy as a part of it. Strategic philanthrophy is a
major challenge for today's business leaders as it represents meeting the needs of society and
acting for the benefit of the community. To specify, it embodies the way that the business world
demonstrates its appreciation of its employees, partners and clients. This paper focuses on the
strategic philanthrophy of wholesalers in the Republic of Croatia such as dm, BIPA and Müller.
Those wholesalers are unavoidable business subjects that the population encounters every day
and no one should be indifferent about the extent of the strategic philanthropy included in their
management, marketing and business goals. The way they care about the environment, their
employees, partners and also clients says a lot about the way they do business and about their
survival on the market. With the questionnaire, the consumers have expressed their perception
of strategic philanthrophy of all three wholesalers, and the results of primary and secundary
research has shown that dm is by far the most responsible in the eyes of the consumers as it had
the most positive responses. It is followed by Müller and BIPA, the third and the youngest
wholesaler of this area. Today's modern companies are becoming increasingly aware of the
importance of strategic philanthrophy and are slowly realizing how important it is to incorporate
it into their business for the benefit of the society, but also for themselves.

• Keywords: društvena odgovornost; strateška filantropija; veledrogerije
• Keywords (english): social responsibility; strategic philanthrophy; wholesale
• Language: croatian
• URN:NBN: urn:nbn:hr:148:971664
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and 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: 2020-09-28 16:03:59