Učenje za poduzetništvo, Vol. 2 No. 1, 2012.
Izvorni znanstveni članak
Corporate Social Responsibility as Competitive Advantage: Analysis of the Objectives of the Most Successful Companies in Croatia
Maja Quien
; Inovacijsko razvojni centar Zrinski, Obrazovna grupa Zrinski, Zagreb, Hrvatska
Sažetak
Ethical business, responsibility to employees, contribution to society and social issues such as ecology, health, safety, education, etc., are the main elements of corporate social responsibility. It is accomplished through the development and implementation of business practices and company activities, aiming at increasing the welfare of the community and/ or society in which the company operates, improvement of the employee’s quality of life, simultaneously creating a positive impression in the public (Kotler, Lee, 2005). In this paper results of the analysis of the implementation of corporate social responsibility will be presented in the most successful companies in Croatia. The aim of the analysis is to determine the degree of corporate social responsibility in these companies in order to determine whether this creates a business competitive advantage. Companies are selected according to the rankings South East European Top 100 conducted by the Poslovni Dnevnik, focusing on indepth analysis of 13 companies from Croatia (Markušić, 2011). Mission/ vision/ goals/ core values of the company according to the official website of the company, will be analysed in this study using the method of discourse analysis. Corporate social responsibility has a significant impact on the company’s positive image in society, contributing to its added value and is appearing to be a relevant competitive advantage of successful companies.
Ključne riječi
corporate social responsibility; company; business; analysis
Hrčak ID:
130205
URI
Datum izdavanja:
1.6.2012.
Posjeta: 6.123 *