SOCIALLY RESPONSIBLE BEHAVIOUR AS A CONCEPT OF TAKING CARE OF SOCIATY AND THE ENVIRONMENT

U radu se razmatra društveno odgovorno poslovanje u svijetu, ali i u Hrvatskoj. Društveno odgovorno poslovanje danas je jedan od najvažnijih faktora modernog tj. suvremenog poslovanja u svijetu, jedna je od glavnih aktivnosti koja pomaže promidžbi tvrtke i osnovni je pokretač kako pomoći tvrtki. Poslovanje na društveno odgovoran način je važno za sva poduzeća kojima je povjerenje jedna od ključnih komponenti poslovanja; većina će potencijalnih partnera već u samom početku radije poslovati s poduzećem koje ima reputaciju aktivnog promicatelja društvene odgovornosti. Kako bi društveno odgovorno poslovanje bilo održivo, ono mora biti više od ulaganja u zajednicu putem donacija. Biti društveno odgovoran ne znači samo ispunjavati zakonske obveze, već i preko toga, investirati u ljudski kapital, okoliš i odnose sa dionicama. Društveno odgovorno poslovanje su uglavnom prihvatile sve kompanije, no takva praksa postoji među svim tipovima poduzetništva, uključujući i male i srednje poduzetnike zadruge. Iako raste broj poduzeća koje prepoznaju potrebu za društveno odgovornim poslovanjem, pri integraciji te ideje u svakodnevno upravljanje, uključujući cijeli dobavljački lanac, zaposlenike i menadžere, potrebno je usvajanje dodatnih znanja i vještina. Kroz rad se prikazuju primjeri dobre prakse društveno odgovornog poslovanja i njegove koristi.The paper discusses a socially responsible way of conducting business in the world, but also in Croatia. Socially responsible business is one of the most important factors of modern, that is the contemporary business world; one of the main activities that help to promote the company and is also the main driving force that helps the company. Socially responsible business is important for all companies which assume that trust is one of the key components of the business; most of the potential partners rather do business from the start with a company that has a reputation of being an active promoter of social responsibility. So as to keep the socially responsible business sustainable, there has to be more than just investment in the community through donations. Being socially responsible means not only to fulfill legal obligations but also beyond that, to invest in human capital, environment and relations with stocks. Socially responsible business is generally accepted by all companies, but this kind of practice exists in all kind of businesses, including small and medium-sized enterprises cooperatives. Although there is a growing number of companies that recognize the necessity of social responsibility, the integration of these ideas into the daily management, including the entire supply chain, employees, and managers, demands adoption of additional knowledge and skills. The examples of good practice of socially responsible business and its benefits are shown in this thesis