Introducing elements of corporate social responsibility in the brewing industry

U Europi i širom svijeta raste broj kompanija koje promoviraju koncepciju društvene odgovornosti, kao odgovor na različite ekonomske i društvene prilike. Te kompanije žele poslati poruku različitim dionicima s kojima imaju doticaj (zaposlenici, dioničari, investitori, potrošači i javni sektor) kako njihov angažman u vidu društvene odgovornosti može pridonijeti mnogo vlastitoj zajednici, ali i njima samima. Tu poruku šalju na način da prezentiraju vlastite uspjehe na tom području. Na taj način kompanije investiraju u svoju budućnost, a pri tome se nadaju i očekuju da njihov dobrovoljni angažman može pomoći u povećanju vlastite dobiti kao i dobiti cijele zajednice. Bez obzira na to što je društveno odgovorno poslovanje vrlo aktualno područje istraživanja u svijetu, može se uočiti da se u Hrvatskoj još uvijek ne posvećuje dovoljno pozornosti ovoj temi. Društveno odgovorno poslovanje je trend koji je nametnut samim razvojem, ali moglo bi se reći da ovaj koncept lakše usvajaju srednja i velika poduzeća, dok mala nemaju dovoljno sredstava da se suoče s izazovima koje donosi društveno odgovorno poslovanje. Na primjeru pivske industrije može se zaključiti kako tri vodeća poduzeća u toj industriji jako puno novca i vremena ulažu u društveno odgovorno poslovanje. Svo troje je jako osviješteno i sudjeluju u jako puno društveno odgovornih projekata, vode brigu o okolišu te brinu za svoje zaposlenike, dok manje pivovare koje ih slijede isto tako vode brigu o društveno odgovornom poslovanju, ali u manjem opsegu, sukladno svojem budžetu. Karlovačka pivovara kao dio Heineken grupacije o društveno odgovornom poslovanju počinje brinuti 2008. godine, nakon nesretnog događaja trovanja plinom, koji ih je potaknuo na važnost brige o istom. Od tada svake godine pivovara objavljuje izvještaje o održivost kojima ukazujte na to kako brine o društveno odgovornom poslovanju.In Europe and all around the world a growing number of companies that promote the concept of social responsibility, in response to different economic and social conditions. That companies want send a message to various stakeholders with whom they have contact (employees, shareholders, investors, consumer and the public sector) to show them hw their involments in the form of social responsibility can contribute a lot od the local community, but also to themselves. This message is sent in a manner that present their achievements in this area. In this way, companies are investing in their future, and in the same time they expect that their voluntary engagment can help to increase personal gain and get the whole community. Regardless of how corporate social responsibility is very topical area of research in the world, it can see that Croatia still does not pay enough attention to this topic. Corporate social responsibility is trend that has imposed itself with development, but it could be say that this concept is easier to adopt to medium and large companies, while small companies do not have enough resources to cope with challenges of the corporate social responsibility. On example of the beer industry it could be concluded that the three leaders in this industry a lot of money and time invested in corporate social responsibility. All of three are very conscious, and participate in many socially responsible projects, take care of the environment and for their employees, while smaller breweries also take care of the social responsibility, but to a lesser extent, in accordance whit its budget. Karlovac brewery as a part od Heineken group, begins to take care about corporate social responsibility of 2008. year, after incident of gas poisoning that has encourage them how important is take care od that. After that incident they published every year Suistainability Reports of what they do about that, and how they take care of corporate social responsibility