Corporate social responsability as a source of competitive advantage

Društveno odgovorno poslovanje je poslovni koncept u kojem se poduzeće dobrovoljno odlučuje na nadilaženje propisanih zakonskih obveza te se u poslovanje implementira posebna briga o okolišu i društvu u cjelini. U današnjim suvremenim uvjetima poslovanja, društveno odgovorno poslovanje može biti značajan alat za postizanje konkurentske prednosti, posebice ako poduzeće ima odgovorne potrošače. Kako se kod društveno odgovornog poslovanja koriste inovativni pristupi kada se radi o uvažavanju potreba okoline i okoliša, pa se tako na lakši način zadovoljavaju potrebe potrošača. Kod društveno odgovornog poslovanja poseban se fokus stavlja na ispunjavanje zakonskih obveza, investicije u ljudski kapitali odnose s dionicima. Kako se danas javlja se veća konkurencija na tržištima, za svako je poduzeće važno da društveno odgovorno poslovanje ne gleda kao trošak u poslovanju, već je to investicija koja će sigurno u budućnosti imati pozitivne povrate ulaganja. Kako je društveno odgovorno poslovanje usredotočeno na dugoročna pitanja u poslovanju, jedan od glavnih ciljeva navedenog poslovanja svakako je stvoriti snažan identitet poduzeća koji će stvoriti pozitivan prikaz poduzeća na tržištu. Društveno odgovorno poslovanje treba donijeti korist ne samo za poduzeće koje ga provodi, već za društvo u cjelini, a poduzeća trebaju društveno odgovorno poslovanje primijeniti na dobrovoljnoj osnovi. U Republici Hrvatskoj sam koncept društveno odgovornog poslovanja još uvijek nije dovoljno zaživio, te je potrebno podići svijest o društveno odgovornom poslovanju putem edukacija, te je svakako u medijima potrebno veću pažnju posvećivati navedenom.Corporate social responsibility is a business concept in which the company voluntarily decided to overcome the statutory obligations and business implements a special concern for the environment and society as a whole. In today's modern business conditions, corporate social responsibility can be an important tool for achieving a competitive advantage, especially if the company has responsible consumers. As the code of corporate social responsibility using innovative approaches when it comes to respecting the needs of the environment and the environment, but also the easy way to meet the needs of consumers. For corporate social responsibility is a special focus placed on the fulfillment of legal obligations, investment in human capital relationships with stakeholders. Today, there is more competition in the markets for each company is important that corporate social responsibility is not seen as cost of doing business, but it is an investment that will certainly have future positive returns on investment. As a socially responsible business focused on long-term issues in business, one of the main objectives of the said business is to definitely create a strong corporate identity that will create a positive view of the company on market. Corporate social responsibility should benefit not only the company that it carried out, but for society as a whole, and companies need to apply corporate social responsibility on a voluntary basis. In Croatia, the concept of corporate social responsibility had still not come to life, and it is necessary to raise awareness of corporate social responsibility through education, and in the media it certainly in the media should be paid more attention to the above