Socially responsible business - analysis of selected business cases: Valamar Riviera d.d. and InterContinental Hotel Group plc

Diplomski rad govori o primjeni koncepta društveno odgovornog poslovanja i društvenoj odgovornosti poduzetnika koji mora osigurati i ekonomski uspjeh poduzeća. Društveno odgovorno ponašanje promatrano je kroz pet dimenzija: ekonomsku, društvenu, etičku, ekološku i upravljačku. Stoga je zadaća društveno odgovornih tvrtki poticanje razvoja društvene zajednice, očuvanje okoliša i promicanje kvalitete života. Društveno odgovorno poduzeće mora prepoznati prednosti primjene društveno odgovornog poslovanja. Ovaj diplomski rad daje detaljnu analizu i usporedbu dvaju hotelskih poduzeća, temeljenu na promatranju osam glavnih područja primjene koncepta društveno odgovornog poslovanja: odnosi s kupcima, partnerima i dobavljačima, upravljanje ljudskim resursima, odnosi s lokalnom zajednicom, zaštita okoliša. upravljanje i utjecaj prirodnih resursa, etički konzumerizam, nefinancijsko izvještavanje, društveno odgovorno ulaganje i marketing za dobar cilj. Valamar Riviera predstavljena je kao primjer hrvatske tvrtke koja primjenjuje koncept DOP-a, a InterContinental Hotel Group kao primjer globalne razine. Obje tvrtke imaju vodeću ulogu na hrvatskom i svjetskom tržištu te imaju značajan utjecaj na društvo u cjelini. Društveno odgovorno poslovanje stvara bolju sliku tvrtke u javnosti i pomaže u postizanju tržišne konkurentnosti.The thesis deals with the application of the concept of socially responsible business and the social responsibility of entrepreneurs, which must ensure the economic success of the company. Socially responsible behavior is observed through five dimensions: economic, social, ethical, environmental and managerial. Therefore, the task of socially responsible companies is to encourage the development of the social community, protect the environment and promote the quality of life. A socially responsible company is obliged to recognize the advantages of implementing socially responsible business. This thesis provided a detailed analysis and comparison of two hotel companies that were observed based on eight main areas of application of the concept of corporate social responsibility: customer, partner and supplier, human resource management, community, environmental and natural resource management, ethical consumerism, social reporting, socially responsible investing and marketing for a good cause. Valamar Riviera is presented as an example of a Croatian company applying the CSR concept and InterContinental Hotel Group as an example of the global level. Both companies play a leading role in the market both on the Croatian market and globally and have a great impact on society as a whole. Corporate social responsibility creates a better image of the company in the public and is in the function of achieving competitiveness in the market