CORPORATE SOCIAL RESPONSIBILITY AS A TOOL FOR RESTORING A COMPANY'S REPUTATION : Graduate paper

Ovaj diplomski rad analizira i objašnjava ulogu, pojam i važnost društveno odgovornog poslovanja. U radu se nastoji prikazati realan prikaz na koji način bi poduzeća na društveno odgovoran način poboljšala kako financijski aspekt, tako i društveni ugled. Društvena odgovornost poduzeća će se u radu sagledati s tri aspekta: ljudi, profit i briga za okoliš. Ova tri aspekta predstavljaju trobilančni pristup poslovanja i temelj društveno odgovornog ponašanja poduzeća. Svrha diplomskog rada je prikazati snagu društveno odgovornog poslovanja u suvremenom poslovanju, prikazati da je moguće implementacijom DOP-a popraviti ugled, doprinositi društvu, odgovorno poslovati te naposljetku, ostvariti profit. Društveno odgovorno poslovanje sve je aktualnija tema u suvremenom poslovanju, te takav koncept poslovanja donosi mnoge benefite. Od poduzeća se očekuje i društvena komponenta, u kojoj će se moći iskazati te doprinijeti lokalnoj zajednici. Također, očekuje se i velika briga o samim zaposlenicima, poboljšanju uvjeta rada, ispunjavanju zakonskih obveza, uvažavanja raznolikosti te stvaranju ugodne atmosfere Isto tako, u suvremenom poslovanju je važna stavka briga o okolišu, vjerojatno važnija nego ikada ranije. Suvremena proizvodnja može uvelike naštetiti okolišu. Zagađenje zraka, eksploatiranje prirodnih resursa i zagađivanje vode su problemi koji se tiču društva u cjelini, pa tako poduzeća moraju reagirati na polju zaštite okoliša.This thesis analyzes and explains the role, concept and importance of socially responsible business. It attempts to give a realistic idea of how companies can improve both financial aspect and social reputation in a socially responsible manner. Corporate social responsibility is considered from three aspects: People, profit and environmental protection. These three aspects represent a three-pronged approach to business and form the basis of corporate social responsibility. The aim of the thesis is to demonstrate the strength of socially responsible business in the modern business world, to show that it is possible to implement CSR to improve reputation, contribute to society, operate responsibly and ultimately make a profit. Socially responsible business is an increasingly current topic in the modern business world, and such a business approach brings many benefits. The company is also expected to have a social component in which it can express itself and contribute to the local community. It is also expected to take care of employees, improve working conditions, meet legal obligations, respect diversity and create a pleasant atmosphere. Another important issue in modern business is environmental protection, which is probably more important than ever before. Modern production can cause great harm to the environment. Air pollution, exploitation of natural resources and water pollution are problems that affect society as a whole, so companies must respond in the field of environmental protection