Corporate social responsibility

Društvena odgovornost poduzeća predstavlja koncept upravljanja poduzećem na način da se ostvaruje profit dok se istovremeno zadovoljavaju društveni uvjeti kao i kriterij zaštite okoliša s krajnjim ciljem održivosti i zadovoljstva svih uključenih dionika. Društvena odgovornost predstavlja kontinuirani proces pregovaranja i redefiniranja ostvarivog te postaje sve važnija komponenta poslovanja modernog poduzeća koje želi zadovoljiti sve zahtjevnije pravne, ekološke, etičke, trgovačke i javne standarde. Ovaj rad prikazat će povijesni razvoj koncepta društvene odgovornosti kao i njegov odgovor na izazove suvremenog doba poput pandemije korona virusa. Rad započinje definiranjem osnovnih pojmova vezanih uz društvenu odgovornost, te nastavlja s kronološkim razvojem i teorijama koje su razvijale kroz vrijeme. Nadalje, detaljnije će se analizirati osnovna područja djelovanja društvene odgovornosti poput ekonomske održivosti, radne okoline, zaštite okoliša i odnosa na tržištu uz ulaganja u zajednicu. U praktičnom dijelu rada, na primjeru dvije kompanije koje djeluju u sličnoj industriji, ali su bitno različite veličine, prikazani su rezultati uspješnih implementacija koncepta društveno odgovornog poslovanja u ukupnu poslovnu strategiju. Cilj rada je detaljno razraditi koncept društvene odgovornosti poduzeća, analizirati kako je on reagirao na suvremene izazove te prikazati primjer dobre prakse u stvarnom svijetu. U radu se osim kvalitativne metode istraživanja, intervjua koriste i sekundarni izvori podataka poput znanstvenih radova, statističkih izvještaja, novinskih članaka i slično.Corporate social responsibility is a concept of managing a company in a way that makes a profit while meeting social conditions as well as environmental protection criteria with the goal of sustainability and satisfaction of all stakeholders involved. Social responsibility is a continuous process of negotiating and redefining the achievable and is becoming an increasingly important component of the business of a modern company that wants to meet increasingly demanding legal, environmental, ethical, commercial, and public standards. This paper will present the development of social responsibility as well as its response to the challenges of the modern age such as the corona virus pandemic. The paper begins by defining the basic concepts related to social responsibility, chronological development, and theories that have emerged over time. Furthermore, areas of social responsibility such as economic sustainability, the working environment, environmental protection, and market relations in addition to investing in the community will be analyzed in more detail. In the practical part of the paper, on the examples of two companies operating in a similar industry, but of significantly different sizes, the results of successful implementations of the concept of corporate social responsibility in the overall business strategy are presented. The aim of this paper is to elaborate on the concept of corporate social responsibility compare how it has responded to modern challenges and analyze it on the example of best practice. In addition to the qualitative research method, interviews use secondary sources of data such as scientific papers, statistical reports, newspaper articles, and the like