ANALIZA DRUŠTVENO ODGOVORNOG POSLOVANJA ADRIATIC OSIGURANJA D.D. I MERKUR OSIGURANJA D.D.

master's thesis

• Title (english): ANALYSIS OF CORPORATE SOCIAL RESPONSIBILITY OF ADRIATIC OSIGURANJE PLC. AND MERKUR OSIGURANJE PLC.
• Author: Anja Smokrović
• Mentor: Maja Mihelja Žaja (mentor)
• Committee member: Davor Labaš (predsjednik povjerenstva)
• Committee member: Andrija Sabol (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2022-07-11, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

U današnje vrijeme poslovni subjekti uz ekonomske ciljeve i maksimiziranje dobiti sve više pažnje usmjeravaju i na društvo u kojem djeluju te na zadovoljavanje njihovih potreba i interesa. Društveno odgovorno poslovanje (DOP) je strategija koja je usmjerena na brigu o zajednici i opću korist te predstavlja važan segment poslovanja svakog poduzeća. Implementacija DOP-a u poslovanje predstavlja potencijalnu priliku za poduzeće jer ono na taj način stvara bolju sliku o sebi u javnosti te privlači motiviranije zaposlenike i samim time može povećati konkurentnost na tržištu. Društveno odgovorno poslovanje u poslovnom se svijetu primjenjuje sve učestalije te ono predstavlja iznimno važan element pri postizanju konkurentske prednosti na tržištu. Zbog toga je cilj ovog rada analizirati primjenu društveno odgovornog poslovanja u industriji osiguranja u Republici Hrvatskoj na primjeru dva odabrana osiguravajuća društva - Adriatic osiguranja d.d. i Merkur osiguranja d.d.
U radu će se promotriti hrvatsko tržište osiguranja te će se istražiti u koja područja društvene odgovornosti promatrana društva najviše ulažu te o kojim društveno odgovornim aktivnostima najviše izvještavaju na svojim internetskim stranicama.

Abstract (english)

Nowadays, in addition to economic goals and profit maximization, business entities are paying more and more attention to the society in which they operate and to meeting their needs and interests. Corporate Social Responsibility (CSR) is a strategy that focuses on community care and general benefit and is an important segment of every company's business. The implementation of CSR in business is a potential opportunity for the company because it creates a better image of itself in public and attracts more motivated employees and thus can increase competitiveness in the market. Corporate social responsibility is being applied more and more often in the business world, and it is an extremely important element in achieving a competitive advantage in the market. Therefore, the aim of this paper is to analyze the application of socially responsible business in the insurance industry in the Republic of Croatia on the example of two selected insurance companies - Adriatic osiguranje plc. and Merkur osiguranje plc. This paper will look at the Croatian insurance market and investigate in which areas of social responsibility the observed companies invest the most and which socially responsible activities they report most on their websites.

• Keywords: društveno odgovorno poslovanje; osiguravajuća društva; briga o zajednici; opća korist; nefinancijsko izvještavanje
• Keywords (english): corporate social responsibility; insurance companies; community care; general benefit; non-financial reporting
• Language: croatian
• URN:NBN: urn:nbn:hr:148:931679
• 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: 2022-07-11 10:28:16