MOGUĆNOSTI DRUŠTVENO ODGOVORNOG POSLOVANJA VELIKIH PODUZEĆA U REPUBLICI HRVATSKOJ : diplomski rad

Društvena odgovornost poduzeća postaje sve više sastavni dio organizacijskih vrijednosti, poslovnih aktivnosti i aktivnosti koje su usmjerene i oblikovane u skladu s dugoročno održivim odnosom prema zaposlenicima, kao i prema zajednici i društvu u kojem djeluju. Organizacije koje provode društveno odgovorno poslovanje nadilaze standardne okvire tradicionalnog poslovanja, s obzirom na širi društveni okvir u kojem djeluju, razmatrajući sadašnje i buduće društvene probleme. Na takav način nastoji se stvoriti dodatna vrijednost s ciljem izdvajanja organizacije od ostalih konkurenata koji djeluju u istom okruženju. Radom su se nastojale prikazati mogućnosti koje pruža društveno odgovorno poslovanje u poslovnim praksama velikih poduzeća koja posluju unutar Republike Hrvatske te istražiti sve prednosti koje proizlaze iz DOP-a. Empirijsko istraživanje u ovom radu provedeno je formuliranim anketnim upitnikom koji se sastojao od 53 pitanja te je proveden na uzorku od 391 poduzeća od čega je uzvrćeno 31 uredno popunjen upitnik. Rezultati istraživanja su ukazali da se prva glavna hipoteza (postoji pozitivna veza između primjene DOP-a i poslovnog učinka poduzeća) zbog nedostatka statističke značajnosti i niskog korelacijskog intenziteta ne može prihvatiti kao pozitivna. Testiranje druge glavne hipoteze (postoji pozitivna veza između promicanja praksi DOP-a i ostvarenja poslovnih koristi kroz osnaženje brenda) dokazano je istinito, odnosno da promicanje DOP praksi pozitivno utječe na brend i imidž, utjecaj poduzeća i doprinosi većoj privlačnosti poduzeća za zaposlenike.Corporate social responsibility is increasingly becoming an integral part of organizational values, business activities and activities that are directed and shaped in accordance with a long- term sustainable relationship with employees, as well as with the community and society in which they operate. Organizations that implement socially responsible business go beyond the standards of traditional business, considering the wider social framework in which they operate, considering current and future social problems. In such a way, an attempt is made to create additional value with the aim of distinguishing the organization from other competitors operating in the same environment. The paper tried to show the opportunities provided by socially responsible business in the business practices of large companies operating within the Republic of Croatia, and to explore all the advantages arising from CSR. Empirical research in this paper was conducted using a formulated survey questionnaire consisting of 53 questions and was conducted on a sample of 391 companies, of which 31 duly completed questionnaires were returned. The results of the research indicated that the first main hypothesis (there is a positive connection between the application of CSR and the business performance of the company) cannot be accepted as positive due to the lack of statistical significance and low correlation intensity. The testing of the second main hypothesis (there is a positive relationship between the promotion of CSR practices and the realization of business benefits through brand empowerment) has been proven true, i.e. that the promotion of CSR practices has a positive effect on the brand and image, the influence of the company and contributes to a greater attractiveness of the company for employees