Strategy, Social Responsibility and Performance in Marina Business

U radu se istražuju mogućnosti implementacije koncepta društvene odgovornosti, odnosno dijeljene vrijednosti (engl. shared value) u industriji marina putem investiranja u međunarodni ekološki program zaštite okoliša mora i priobalja (Plava zastava) i međunarodnog standarda kvalitete. Marine značajno utječu na pripadajuću zajednicu u smislu gospodarskog, društvenog i ekološkog razvoja. Stoga integriranje koncepta dijeljene vrijednosti u poslovnu strategiju marine od izuzetne je važnosti za širu zajednicu. Integriranjem navedenog koncepta u strategiju omogućava se ostvarivanje boljih performansi na dulji rok. Na reprezentativnom uzorku hrvatskih marina u radu se identificiraju poslovne aktivnosti putem kojih marine stvaraju dijeljenu vrijednost, odnosno pokazuju društvenu odgovornost. Za potrebe kreiranja modela društveno-odgovorne marine u radu se koristi teorijski model Porter-a i Kramer-a (2006.).This paper explores the possibilities of implementing the concept of social responsibility, i.e. shared value within the marina industry by investing in the international ecologic programme for the preservation of marine and coastal areas (Blue Flag) as well as the international quality standard. Marinas have a significant impact on their communities in terms of economic, social and environmental development. Therefore, the integration of the concept of shared value into a marina's business strategy is of utmost importance for the wider community. The integration of the aforementioned concept into the strategy leads to the achievement of better performance results over a longer period of time. Using an exemplary sample of Croatian marinas, this paper identifies business activities through which marinas create shared value, i.e. demonstrate social responsibility. For the purpose of creating a model of a socially responsible marina this paper implements the Porter and Kramer (2006.) theoretical model