CORPORATE SOCIAL RESPONSIBILITY

Društvena odgovornost postaje sve značajnija tema, posebice kada je riječ o društveno odgovornom poslovanju. Društveno odgovorno poslovanje (DOP) predstavlja ono poslovanje u kojem se osim na stvaranje profita vodi briga o čovjeku i o zaštiti okoliša. Točnije, poslovanje se gleda kroz ekonomsku, društvenu i ekološku dimenziju. Mnoga poduzeća upravo ovim konceptom žele svojoj zajednici i široj javnosti pokazati i dokazati da brinu o kvaliteti življenja i problemima s kojima se ta zajednica suočava. Iako neka poduzeća koncept DOP-a iskorištavaju kao vanjski poticaj za bolju reputaciju u zajednici, sve je više poduzeća koja DOP smatraju odličnom dugoročnom investicijom u bolju budućnost i poduzeća i zajednice. Cilj je ovog rada prikazati društveno odgovorno poslovanje kao poslovanje budućnosti. Treba težiti takvom poslovanju, integrirati što više društvenu odgovornost u svakodnevnom životu kako bi se osigurao zdraviji i bolji život. Ovaj rad ukazuje na primjere dosadašnjih praksi i uspjeha poduzeća koja su društveno odgovorna. Ova poduzeća trebaju biti primjer za ostale poslovne subjekte koji još uvijek ne vide dugoročnu korist u primjeni ovog koncepta u svoje poslovanje.Social responsibility is becoming increasingly more significant topic, especially when it comes to corporate social responsibility. Corporate social responsibility (CSR) presents the business in which it is important, except to make profit, to take care for people and protect the environment in which company is operating. More specifically, the business is observed through the economic, social and environmental dimensions. Many companies want to show their communities that they care about the quality of life in their communities and understand the problems community faces. Although some companies are using the concept of CSR as an external stimulus for a better reputation in the community, more and more companies are considering CSR as an excellent long-term investment into a better future of both company and community. The aim of this paper is to present corporate social responsibility as a business of the future. Companies should aspire to integrate social responsibility in all of their activities and thus ensure healthier and better life. This paper gives good examples of corporate social responsibility. Companies that integrate social responsibility into their business strategy should be an example to other businesses that still do not see the long term benefits of implementing this concept