INTRODUCTION OF SOCIALLY RESPONSIBLE ENTREPRENEURSHIP PRACTICES IN THE CASE OF THE BANK

Diplomsko delo obravnava raziskovanje družbene odgovornosti podjetij na primeru Banke, ki že ima vzpostavljene podlage za vpeljavo novih družbeno odgovornih podjetniških aktivnosti. Banke, ki bodo pri svojem poslovanju zanemarile skrb za potrebe in pričakovanja deležnikov iz skupnosti v kateri delujejo, v 21. stoletju ne bodo konkurenčne. Zahteve družbe po prevzemanju odgovornosti in preglednosti, tako v javnem kot v zasebnem sektorju so postale ogromne. Zato predlagan strateški načrt Banki, podprt z ustrezno komunikacijsko strategijo, deluje kot podpora za doseganje trajnostno naravnanih strateških ciljev Banke. Hkrati pa se bo povečal tudi ugled Banke v družbi. Z novim načrtom za razvoj aktivnosti na področju družbene odgovornosti Banka lahko poseže po glavni Nagradi družbeno odgovornih podjetniških praks, ki je tudi eden izmed glavnih ciljev diplomske naloge. O tem, da so investiranja v aktivnosti, obarvane z družbeno odgovorno noto, donosna, pa dokazujejo izsledki iz medijske analize.The purpose of the thesis is to explore corporate social responsibility (CSR) in the case of the Bank, which has already established a basis for the introduction of new social responsible activities. Banks, which will neglect taking care of needs and expectations of stakeholders from the community in which they operate, will not be competitive in the 21st century. The requirements of the company to take responsibility and transparency in both the public and private sectors have become enormous. Therefore the proposed strategic plan, supported by adequate communication strategy, is acting as a support to achieve the sustainable goals of the Bank. At the same time the Bank will enhance its reputation. On the basis of the new developement plan, the Bank can aim to winn the first European CSR Award Scheme in Slovenia, which is one of the main objectives of the thesis. In the second part the results of media analysis are demonstratedinvestment in social and environmental problems are profitable for all stakeholders