UTJECAJ DRUŠTVENO ODGOVORNOG POSLOVANJA NA KONKURENTSKU PREDNOST HOTELA LAV : Diplomski rad

Koncept DOP-a te njegovo tumečenje i definiranje razlikuje se u mnogo aspekata. Može ovisiti o zemlji, gospodarskom sektoru, vrsti i veličini tvrtke, vlasničkoj strukturi itd. Dok ga jedni smatraju načinom za postizanje konkurentske prednosti, za druge DOP predstavlja odgovor na rastuće potrebe glavnih dionika (zaposlenici, ulagači, potrošači, aktivisti i stručnjaci za zaštitu okoliša). Konkurentska sposobnost, a samim time i postizanje konkurentske prednosti je bitna stavka strateškog djelovanja poduzeća.. Danas konkurentnost poduzeća sve više proizlazi iz njegovih zaposlenika, korporativne kulture, sustava koji potiče inovacije te poslovnog vodstva koje potiče i podržava stalne promjene. U Europi ali i širom svijeta raste broj kompanija koje sve više promoviraju svoju strategiju društvene odgovornosti. Na taj način pokušavaju odgovoriti ne samo na različite ekonomske i društvene pritiske već i one koje se tiču zaštite okoliša. Primjenjivanje DOP-a u različitim segmentima poslovanja poduzeća ostvaruju konkurentnu prednost koja utječe da poduzeće stvori jedinstvenu percepciju na tržištu koja služi u izgradnji reputacije. Temeljni cilj ovog istraživanja je bio utvrditi razinu primjene koncepta DOP-a u hotelu Lav, odnosno ispitati da li primjena DOP-a utječe na konkurentsku prednost i uspjeh navedenog poduzeća. U tu svrhu proveden je anketni upitnik 30 zaposlenika hotela Lav kojim se potvrđuje da hotel 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.The concept of CSR and its interpretation and definition differ in many respects. It can depend on land, economy, types and sizes of businesses, ownership structures, etc. While the only real thing to achieve competitive advantage, for others CSR is to respond to the growing needs of large stakeholders (employees, employees, consumers, activists and environmentalists) . Competitive ability, over time and achieving competitive advantage is an essential element of strategic enterprise performance. Today, competing businesses are increasingly producing from their employees, corporate culture, systems that drive innovation in business waters that encourage and support constant change. In Europe and around the world, a growing number of companies are increasingly promoting their CSR strategy. In this way, they are trying not only to respond to different economic and social pressures, but also to one concerning environmental protection. The application of CSR in the broader business segment of the enterprise has achieved a competitive advantage that affects entrepreneurship and creates a unique perception in the market that serves to build reputation. The basic aim of this research was to confirm the existence of CSR in the Lav Hotel, ie to test that CSR implementation will be successful on the competitive advantages and success of the visited companies. To this end, it was verified that a questionnaire of 30 employees of Hotel Lav confirms that the hotel took into account the interests of all stakeholders in its operations, while using the concept of socially responsible business. The application of this concept is a close and positive connection with the realized competitive advantages