Preconditions of implementing corporate social responsibility in small Croatian enterprises

Društveno odgovorno poslovanje postaje neizostavna strategija u poslovanju nekog poduzeća. Sve je više implementirano u politike funkcioniranja i ustroja različitih kompanija. Glavni elementi DOP-a su etičko poslovanje, briga za zaposlenike i očuvanje okoliša, odgovornost prema zajednici i svim dionicima. Istraživanja društveno odgovornog poslovanja u Europi i svijetu su brojna, no mali je broj takvih istraživanja u Hrvatskoj. DOP u hrvatskim poduzećima nije nepoznanica, što se potvrdilo i ovim radom, ali još uvijek nije dosegao razinu koju ima u gospodarski razvijenijim zemljama. Glavni je fokus ovog rada bio na primjeru uspješnih hrvatskih poduzeća odabranih prema metodi Index DOP-a razviti strategiju i taktike implementacije društveno odgovornog ponašanja u dva manja hrvatska poduzeća Textum d.o.o. i Lay-Z d.o.o. Za potrebe ovog rada proveden je intervju s voditeljicom odjela komunikacija tvrtke Jadran galenski laboratorij te je provedena analiza službene stranice tvrtke DM drogeriemarkt s ciljem analiziranja inicijativa i projekata koje ove dvije tvrtke provode u vidu društvene odgovornosti da bi se na temelju njihovih taktika osmislile taktike primjenjive na dva manja spomenuta poduzeća. Također, provela se anketa među zaposlenicima tvrtki Textum d.o.o. i Lay-Z d.o.o. da se ispita njihovo znanje o društvenoj odgovornosti, trenutna aktivnost tvrtki pri provedbi DOP-a te spremnost ispitanika na implementaciju istog. U anketi je sudjelovalo 14 zaposlenika. Istraživanjem je pokazano da su zaposlenici spremni sudjelovati u inicijativama te da su voljni svoje vrijeme odvojiti za poboljšanje života u zajednici. Definirani su preduvjeti implementacije društveno odgovornog poslovanja u hrvatskim malim poduzećima.Corporate social responsibility is becoming an essential strategyintheenterprise's business. It is increasingly implemented in the policies and functioning in the organization of the different companies. The main elements of CSR are an ethical business, care for employees and the environment, responsibility to the community and all stakeholders. Studies of corporate social responsibility in Europe and the world are many, but a small number of such research in Croatia. CSR in Croatian companies is not unknown, as is confirmed by the work, but has not yet reached the level it has in economically developed countries. The main focus of this work is to develope strategy and tactics for the implementation of corporate social responsibility in two smaller Croatian companies – Textum Ltd. And Lay-Z Ltd. The author therefore examined the cases of two successful Croatian companies, selected according to the method Index CSR. For the purposes of this paper the interview has been conducted with the head of the department of communications companies Jadran-Galenski laboratorij. Furthermore, the official web site of DM drogerie markt has been analized to research the initiatives and projects these two companies are initiating as a social responsibility. The tactics they use will be used as a examples for the two smaller companies mentioned in the work. Also, a survey research has been conducted among employees of companies Textum Ltd. And Lay-Z Ltd. to test their knowledge of social responsibility, the current activity of the company in the implementation of CSR and the willingness of respondents to its implementation. The survey included 14 employees. The research shows that employees are willing to participate in initiatives and are willing to dedicate their time improving life in thecommunity. Preconditions for implementation of corporate social responsibility in the Croatian small business have been defined