Successful business practices of corporate social responsibility in Croatia by consumers opinion

Svaki pojedinac indirektno ili direktno reflektira svoja razmišljanja na druge i tako dolazi do stvaranja stavova o određenim tematikama i problemima, u ovom slučaju, o načinu poslovanja poduzeća i njihovom utjecaju na sve što ih okružuje. Isto tako, taj pojedinac stvara dobru ili lošu kritiku o poduzeću iz uloge potrošača proizvoda ili usluge, zaposlenika poduzeća ili pripadnika određene zajednice. Skup svih tih kritika, loših ili dobrih, itekako utječe na sliku koja će se izgrađivati o poduzeću. Kako bi se u tom slučaju izbjegao potencijalno loš imidž nastao dodanim negativnim epitetima od strane potrošača ili šire zajednice, poduzeća zato moraju uzeti stvari u svoje ruke i gledati na svoju dobrobit, ali i na dobrobit svega onoga što ih okružuje i na što ona utječu. Društveno odgovorno poslovanje u kontekstu stvaranja dodatne vrijednosti za poduzeća u današnje vrijeme rezultira povećanjem lojalnosti potrošača pojedinom proizvodu, usluzi i samom poduzeću. Slijedom toga, pojačava se imidž poduzeća kako u očima samog potrošača tako i puno šire, prelazeći čak i nacionalnu razinu, što mu omogućavaju novi mediji te marketing. Kako ne bi bila riječ samo o deklaraciji poduzeća kao društveno odgovornog, važno je da svako poduzeće doista i nastoji implementirati društveno odgovorno poslovanje u svoje svakodnevne procese prema svim dionicima koji ga okružuju. Pisanjem ovog rada se stvara određena ljestvica preferencija potrošača prema osobnim stavova, prema kategorijama i aktivnostima poduzeća kojima se ocjenjuju uspješne prakse društveno odgovornog poslovanja.Each person is an individual who is is creating personal view about certain issue or problem which can be seen from company business practices. Because of that, this person is directly or indirectly reflecting his opinion on the others, and in this case, opinion for the company business practices and their impacts on everything around them. Also, people are creating a good or bad review of the company from their role as the consumers, as the company employees or as the members of a particular community. The set of all these bad or good criticisms certainly can affect the image that will be built about the company. To avoid a potentially bad image created by negative opinions of the consumers or the wider community, companies therefore have to take matters into their own hands. They must look for their own benefits, but also for benefits of all that surrounds them and on what they affect. Corporate social responsibility in the context of creating added value for the company at the present time resulted in increasing customers loyalty for particular product, service and the company. It enhances the image of the company both in the eyes of the consumer and in more wider point of view, crossing even the national level, what is enabled by trends of new media and marketing. In this terms, it is not just about the theoretical declaration of company as socially responsible, it is important that every company actually seeks to implement corporate social responsibility in their daily processes towards all stakeholders that company is surrounded with. By writing this graduate thesis, a certain scale of consumer preferences is being created from their personal views of companies activities and practises of social responsibility. The result is evaluation of the successful practices for corporate social responsibility based on consumer reviews