Title Društveno odgovorno poslovanje
Title (english) Corporate social responsibility
Author Magdalena Peša
Mentor Jerko Glavaš (mentor)
Committee member Jerko Glavaš (predsjednik povjerenstva)
Committee member Martina Briš Alić (član povjerenstva)
Committee member Domagoj Karačić (član povjerenstva)
Granter Josip Juraj Strossmayer University of Osijek Faculty of Economics and Business in Osijek Osijek
Defense date and country 2018, Croatia
Scientific / art field, discipline and subdiscipline SOCIAL SCIENCES Economics Organization and Management
Abstract Proces globalizacije uvelike je izmijenio pravila igre na svjetskoj poslovnoj sceni. Konkurencije
je sve više uslijed čega ponuda dobara i usluga sve više premašuje potražnju za njima. Enormni
profiti koje su velike svjetske kompanije ostvarivale onečišćenjem okoliša, nekontroliranom
eksploatacijom neobnovljivih prirodnih resursa, lošim položajem i radnim uvjetima zaposlenika,
kao i brojnim prevarama vezanim za kvalitetu i specifikacije proizvoda uvelike su promijenili
razmišljanje i ponašanje potrošača. Mnoge tvrtke dugo vremena su funkcionirale po principu
uzeti sve (od prirode, lokalne zajednice, zaposlenika, države i društva) a zauzvrat ne dati ništa. S
promjenom načina razmišljanja potrošača i povećanjem njihove liste želja mnoge od tih i takvih
kompanija su nestale sa svjetske poslovne scene, dok su neke snalažljivije i fleksibilnije uspjele
preživjeti promjenom svog poslovnog nastupa i razmišljanja, a samim time i promjenom svog
imidža. U suvremenom poslovnom svijetu preživljavaju samo oni koji svoje poslovanje
prikazuju kao društveno odgovorno. Održivi razvoj, poštivanje radnih prava i adekvatni uvjeti
zaštite na radu, pomoć lokalnoj zajednici i određenim ugroženim skupinama u društvu,
poštivanje zakona i ljudskih prava aktivnosti su koje tvrtkama mogu osigurati značajnu
konkurentsku prednost. Ponašati se na način koji je društveno prihvatljiv, odgovoran i etički više
se ne smije sagledavati i shvaćati kao nepotrebni trošak već kao investicija od koje ovisi
poslovna budućnost poduzeća. U uvjetima globalizacije i razvitka informacijskih tehnologija
vijesti jako brzo putuju svijetom a posljedice do kojih dolazi uslijed neodgovornog i isključivo
profitu okrenutom poslovanju bez obzira na posljedice skoro je nemoguće sakriti od očiju
javnosti. Stoga poduzeća, kao odgovor na novonastale društvene i ekonomske probleme, te
probleme zaštite okoliša sve češće nastupaju promoviranjem odgovarajućih strategija društvene
odgovornosti kojima se navedeni problemi pokušavaju umanjiti ili potpuno eliminirati. Na taj
način poduzeća sebe predstavljaju kao subjekte koji ostvaruju pozitivne utjecaje na društvo u
svim njegovim segmentima što se pokazalo kao vrlo značajan izvor konkurentske prednosti.
Abstract (english) The globalization process has greatly altered the rules of the game on the world business scene.
Competition is increasingly due to the fact that the supply of goods and services increasingly
exceeds the demand for them. Enormous profits made by large world companies through
environmental pollution, uncontrolled exploitation of non-renewable natural resources, poor
position and working conditions of employees, as well as numerous fraud related to quality and
product specifications greatly changed the mindset and behavior of consumers. Many companies
have long worked for the principle of taking everything (from nature, local community,
employees, state and society) and in return do not give anything. With changing consumer
thinking and increasing their list of wishes many of these and such companies have disappeared
from the world business scene, while some have been more resourceful and flexible to survive by
changing their business appearance and thinking, and thus by changing their image. In the
modern business world only those who view their business as socially responsible survive.
Sustainable development, respect for work rights and adequate workplace safety, local
community support and certain vulnerable groups in society, respect for law and human rights
activities are a way to provide companies with a significant competitive edge. To behave in a
manner that is socially acceptable, responsible and ethically can no longer be seen and seen as an
unnecessary expense but as an investment that depends on the business future of a company.
Under conditions of globalization and development of information technology news is traveling
very rapidly to the world, and the consequences of irresponsible and exclusively profitable
business, regardless of the consequences, is almost impossible to hide from the public eye.
Therefore, in response to newly emerging social and economic problems and environmental
issues, companies are increasingly involved in the promotion of appropriate social responsibility
strategies that attempt to reduce or eliminate these problems. In this way, companies represent
themselves as subjects that have positive impacts on society in all its segments, which has proved
to be a very significant source of competitive advantage.
Keywords
društveno odgovorno poslovanje
etika
imidž
strategija društvene odgovornosti
konkurentska prednost
Keywords (english)
socially responsible business
ethics
image
social responsibility strategy
competitive advantage
Language croatian
URN:NBN urn:nbn:hr:145:729529
Study programme Title: professional study accounting Study programme type: professional Study level: undergraduate Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resource Text
File origin Born digital
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Created on 2018-09-04 11:57:19