Aktivnosti društveno odgovornog marketinga u malim i srednjim poduzećima

professional thesis

• Author: Hrvoje Bradica
• Mentor: Ružica Brečić (mentor)
• Committee member: Mislav Ante Omazić (predsjednik povjerenstva)
• Committee member: Dubravka Sinčić Ćorić (član povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Cilj ovog rada je utvrditi dimenzije i stupanj razvoja društveno odgovornog marketinga malih
i srednjih poduzeća (MSP-a), te analizirati analizirati čimbenike koji utječu na primjenu
takvog ponašanja. Naime, MSP-a po svojoj naravi nisu samo umanjena verzija velikih
poduzeća, a njihov ekonomski, društveni i ekološki utjecaj na svijet se svakim danom sve više
naglašava. Prema tome, potrebno je obratiti pozornost na specifičnosti društveno odgovornog
poslovanja i održivog marketinga malih i srednjih poduzeća.
Kako bi se ostvario cilj rada, provedeno je 16 dubinskih intervjua s vlasnicima/menadžerima
MSP-a iz različitih djelatnosti. Rezultati pokazuju kako su ispitanici upoznati s pojmom
društveno odgovornog marketinga, ali kako je primjena u većini poduzeća još u začecima.
Društveno odgovorne marketinške aktivnosti u najvećoj mjeri su usmjerene prema
potrošačima, zaposlenicima i lokalnoj zajednici, dok se sekundarne interesno-utjecajne
skupine spominju tek od strane nekoliko ispitanih MSP-a. Poduzeća se međusobno razlikuju
prema stupnju razvoja društveno odgovornog marketinga: (a) minimalno odgovaraju
principima društveno odgovornog marketinga; b) imaju poseban tim zadužen za smišljanje i
provedbu aktivnosti te c) svoje djelovanje utemeljila na principima održivosti i slijede ih u
svakoj svojoj odluci i akciji. Kao najvažniji čimbenici za primjernu društveno odgovornog
marketinga u MSP-a su: vizija vlasnika/menadžera MSP-a; veličina poduzeća te djelatnost.
Ovim radom su se istaknuli pozitivni primjeri i posljedice društveno odgovornog marketinga
u MSP-a. Svjesni izazova koje donosi područje društveno odgovornog marketinga, mala i
srednja poduzeća mogu na temelju toga stvoriti konkurentsku prednost i poboljšati svoj imidž.
Daljnjom senzibilizacijom javnosti i razvijanjem svijesti potrošača po ovom pitanju,
društveno odgovoran marketing bi trebao postati dio poslovne filozofije većine MSP-a koja
posluju u konkurentnom i dinamičnom tržišnom okružju.

Abstract (english)

The aim of this study is to determine the size and level of development of socially responsible
marketing of small and medium-sized enterprises (SMEs), and to analyze factors that affect
the application of such behaviour. The SMEs by their nature are not just a smaller version of
the large companies, and their economic, social and environmental impact on the world
economy are increasing every day. Therefore, it is necessary to pay attention to the specifics
of corporate social responsibility and sustainable marketing of small and medium-sized
enterprises.
In order to achieve the objective of the work, 16 in-depth interviews with owners / managers
from different activities of SMEs were conducted. Results show that they are acquainted with
the concept of socially responsible marketing, but that the application in most companies is
still in its infancy. Socially responsible marketing activities are mainly directed towards
consumers, employees and the local community, while the secondary stakeholders, are
mentioned only by a few of the surveyed SMEs. Companies differ according to the degree of
development of socially responsible marketing: (a) a minimum correspond to the principles of
socially responsible marketing; b) have a special team responsible for devising and
implementing activities, and c) their actions founded on the principles of sustainability and
follow them in all their decision and action. The most important factors for implementation of
socially responsible marketing in SMEs are: vision of the owners / managers of SMEs;
company size and activity.
This paper had highlighted positive examples and consequences of socially responsible
marketing in SME's. Aware of the challenges of the area of socially responsible marketing,
small and medium enterprises can on this basis create competitive advantage and improve its
image. With further sensitization of the public and the development of consumer awareness in
this regard, socially responsible marketing should be part of the business philosophy of most
SMEs that operate in a competitive and dynamic market environment.

• Keywords: Društveno odgovoran marketing; Mala i srednja poduzeća; Hrvatska
• Keywords (english): Socially responsible marketing; Small and Medium Sized Enterprises; Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:082188
• Study programme: Title: Commercial Marketing; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/specijalistica poslovnog marketinga (sveučilišni/a specijalist/specijalistica poslovnog marketinga)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-11-18 09:15:24