Društveno odgovorno poslovanje u distributivnoj trgovini Republike Hrvatske

professional thesis

• Author: Ljiljana Kovačević
• Mentor: Mislav Ante Omazić (mentor)
• Committee member: Darko Tipurić (predsjednik povjerenstva)
• Committee member: Mislav Ante Omazić (član povjerenstva)
• Committee member: Tomislav Baković (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; Organization and Management

Abstract

U ovom specijalističkom poslijediplomskom radu se obrađuje problematika utvrđivanja
povezanosti između implementiranosti društveno odgovornog poslovanja u dugoročne
poslovne strategije poduzeća iz sektora distributivne trgovine i njihovog poslovnog uspjeha.
Analizom provedenog društveno odgovornog poslovanja u okviru tri studije slučaja nastojao
se stvoriti presjek stupnja implementacije društveno odgovornog poslovanja u poslovne
strategije kao i općenito pregled stavova i razmišljanja predsjednika Uprava navedenih
poduzeća o društveno odgovornom poslovanju. Poduzeća iz sektora distributivne trgovine
provode sve više aktivnosti društveno odgovornog poslovanja iako se one u najvećoj mjeri
odnose na sponzorstva, donacije i humanitarne akcije, te aktivnosti na području zaštite
okoliša. Ovakav pristup najčešće se povezuje sa slabije razvijenim gospodarstvima, a svjetska
gospodarska kriza koja se ostavila traga i na hrvatskom gospodarstvu, samo je dodatno
potaknula akcije ovog tipa s ciljem pomoći najsiromašnijim i najpotrebitijim slojevima
društva. Povećanje nezaposlenosti i smanjenje kupovne moći predstavlja veliki problem za
sektor distributivne trgovine s obzirom na njihov direktan utjecaj na smanjenje tržišnog
potencijala pa se uvođenjem društveno odgovornog poslovanja želi potaknuti što brži
gospodarski i društveni oporavak koji predstavlja preduvjet za uspješno poslovanje sektora
distributivne trgovine.

Abstract (english)

This master thesis deals with connection issue in relation of corporate social responsibility
implementation into long-term business strategies within distributive trades sector and their
business achievements.Analysis of conducted social responsibility on three case studies has
been made with the purpose to create a sectional view of the corporate social responsibility
implementation level within business strategies, and as well to provide a general overview
with regards to mindset of CEOs of herewith included companies towards corporate social
responsibility.Companies within distributive trade sector are doing more and more corporate
social responsibility activities, despite these activities being mostly oriented towards
sponsorships, donations and humanitarian actions, as well as other activities within the area of
environmental protection. Such approach is mostly associated with less developed economies,
and a global economic crisis that has impressed as well the Croatian economy and
additionally encouraged such actions with the aim of helping society levels with highest
poverty.Increase of unemployment and decrease of purchasing power presents a major
problem for distributive trade sector, considering their direct impact on market potential
reduction, so therefore with corporate social responsibility implementation the aim is to
encourage faster economic and social revival as the main precondition of the successful
distributive trade sector business.

• Keywords: društvena odgovornost poduzeća; distributivna trgovina; poslovna strategija; interesno utjecajne skupine; dionici; menadžment; društvena zajednica; zaposlenici; izvještavanje; zaštita okoliša; održivost; poslovni uspjeh; financijski rezultat; "zelene tehnologije"; sponzorstva; donacije; humanitarne akcije; faktor diferencijacije; konkurentnost; integrativni efekt; globalizacija.
• Keywords (english): company's social responsibility; distributive trade; business strategy; stakeholders; stakeholders; management; social community; employees; reporting; environmental protection; sustainability; business success; financial performance; "green" technologies; sponsorships; donations; humanitarian actions; differentiation factor; competitiveness; integration effect; globalization
• Language: croatian
• URN:NBN: urn:nbn:hr:148:133532
• Study programme: Title: Business Administration- MBA; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/specijalistica poslovnog upravljanja-MBA (sveučilišni/a specijalist/specijalistica poslovnog upravljanja-MBA)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Public note: Sažeci su prenijeti u skraćenom obliku.
• Created on: 2016-07-04 14:41:33