Utjecaj društveno odgovornog poslovanja maloprodavača sportskih marki na privlačenje kupaca

master's thesis

• Title (english): The influence of socially responsible business of sports brand retailers on attracting customers
• Author: Ana Baković
• Mentor: Sanda Soucie (mentor)
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Andrea Lučić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2023-04-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U radu je pojašnjen pojam društveno odgovornog poslovanja te njegova primjena u maloprodaji sportskih marki. Prikazana je definicija pojma i aktivnosti koje se nalaze u sklopu društveno odgovornog poslovanja. Nadalje su prikazane aktivnosti u sklopu društvene, ekonomske i ekološke komponente te primjeri navedenih aktivnosti maloprodavača sportskih marki. Prikazana je usmjerenost na zajednicu poduzeća Nike Inc., Adidasov pristup upravljanja opskrbnim lancem te ekološka održivost poduzeća Puma kao primjeri uspješnog društveno odgovornog poslovanja na maloprodajnom tržištu sportskih marki. Kao instrument istraživačkog dijela rada korišten je online anketni upitnik kojim smo dobili podlogu za donošenje zaključaka na temu društveno odgovornog poslovanja sportskih marki na privlačenje kupaca.

Abstract (english)

The paper explains the concept of socially responsible business and its application in the retail of sports brands. The definition of the term and activities that are part of socially responsible business are presented. Furthermore, the activities within the social, economic and ecological components and examples of the aforementioned activities of sports brand retailers are presented. Nike Inc.'s focus on community, Adidas' supply chain management approach, and Puma's environmental sustainability are presented as examples of successful corporate social responsibility in the sports brand retail market. As an instrument of the research part of the work, an online survey questionnaire was used, with which we obtained a basis for drawing conclusions on the topic of socially responsible business of sports brands to attract customers.

• Keywords: društveno odgovorno poslovanje; maloprodavači; sportske marke
• Keywords (english): socially responsible business; retail; sportswear
• Language: croatian
• URN:NBN: urn:nbn:hr:148:019070
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-04-19 14:29:43