Društveno odgovorno poslovanje kao pretpostavka konkurentske prednosti banke

Društveno odgovorno poslovanje postalo je imperativ u ovo doba nepredvidivog tržišta i globalnih promjena. Društvena odgovornost utječe na konkurentnost organizacija, što je glavna ideja ovog rada. Radom se nastoji istražiti veza između razine primjene koncepta društveno odgovornog poslovanja i konkurentske prednosti jedne od banaka u Republici Hrvatskoj. Rezultati provedenog istraživanja (na uzorku jedne od 5 najvećih banaka koje djeluju u Republici Hrvatskoj) o društveno odgovornom poslovanju potvrđuju da Banka u svom poslovanju vodi računa o interesima svih dionika, te primjenjuje koncept društveno odgovornog poslovanja. Primjena ovog koncepta u uskoj je i pozitivnoj vezi s ostvarenjem konkurentske prednosti.Corporate social responsibility is considered to be an imperative for business development in this time of global changes and its impact on the market. Corporate social responsibility stimulates business excellence and has impact on competitiveness, which is the idea of the main hypotheses of this work. This work seeks to explore the relationship between the level of application of the concept of corporate social responsibility and the competitive advantage of one of the banks in the Republic of Croatia. Results of the study (conducted in one of the five largest banks operating in the Republic of Croatia) on corporate social responsibility confirmed that Bank in its operations take care about the interests of all stakeholders, indicating that Bank is socially responsible. This study also shows that there is a positive correlation between corporate social responsibility and gaining competitive advantage