UTJECAJ DRUŠTVENO ODGOVORNOG POSLOVANJA NA KONKURENTSKU PREDNOST BANKE : Diplomski rad

Uspješnost suvremenih poduzeća osim o usmjerenosti poslovanja ka profitabilnosti ovisi u velikoj razini i o usmjerenosti poslovanja ka dobrobiti društvene zajednice. Dakle, temeljni postulat poslovanja postaje da poduzeće ne treba samo ostvarivati profit, već treba imati i pozitivan utjecaj na sredinu u kojoj posluje. Koncept društveno odgovornog poslovanja je time postao važna komponenta pri donošenju vizije, misije i strategija poduzeća. Rezultati provedenog istraživanja (na uzorku jedne od 5 najvećih banaka koje djeluju u Republici Hrvatskoj) o društveno odgovornom poslovanju potvrđuju da Banka u svom poslovanju ima značajnu razinu primjene koncepta društveno odgovornog poslovanja te da postoji uska,pozitivna veza između stupnja primjene koncepta društveno odgovornog poslovanja i razine konkurentske prednosti Banke. Dakle, Banka primjenom koncepta društveno odgovornog poslovanja ostvaruje koristi koje su elementi postignute konkurentske prednosti Banke. ; The success of modern business, besides focusing on profitability, depends on a large extent on the focus of business for the benefit of the community. Thus, the primary business posture becomes that the company should not just profit, but it should also have a positive impact on the community in which it operates. The concept of socially responsible business has become an important component in making vision, mission and enterprise strategies. The results of the research carried out (on a sample of one of the five largest banks operating in the Republic of Croatia) on CSR confirm that the Bank has a significant level of application of the concept of socially responsible business in its business and that there is a close, positive link between the level of application of the concept of socially responsible business and the level of competitive advantage of the Bank. Therefore, the Bank uses the concept of socially responsible business to achieve benefits that are the elements of the Bank's competitive advantage.