master's thesis
Corporate Social Responsibility in Terms of Marketing the Example of Agrokor

Lucija Lokin (2017)
University of Zadar
Department of Economics
Metadata
TitleDruštveno odgovorno poslovanje s aspekta marketinga na primjeru Agrokora
AuthorLucija Lokin
Mentor(s)Anita Peša (thesis advisor)
Abstract
Društveno odgovorno poslovanje pomaže organizacijama da stvore pozitivan prikaz sebe u javnosti. Odnos društveno odgovornih aktivnosti kompanije i vrijednosti za dioničare je pozitivan. Pozitivan ugled kao posljedica društveno odgovornog poslovanja ima trajne efekte na konkurentsku prednost kompanije koja je teško imitativna od strane konkurenata. Društveno odgovorno poslovanje je predanost poduzeća, kako bi se doprinijelo održivom gospodarskom razvoju radeći sa zaposlenicima, njihovim obiteljima, lokalnom zajednicom i društvom u cjelini, za poboljšanje kvalitete života na način koji je dobar za posao i društvo. Društvenu odgovornost u marketingu menadžeri praktično mogu dokazivati donoseći marketinške odluke na načelima etike i društvene odgovornosti. Društveno odgovoran marketing nastao je kao odgovor na upitne marketinške aktivnosti koje su imale nepovoljne učinke na građane i društvo u cjelini. Tvrtke koje se nalaze na tržištu proizvoda i usluga, a ne brinu za društveno blagostanje ne mogu se uspješno širiti na nova tržišta te ne mogu ostvariti prednost u odnosu na konkurenciju. Društvena odgovornost kompanija Agrokor koncerna neizostavan je dio svakodnevnog poslovanja.
Keywordscorporate social responsibility marketing and social responsibility stakeholders marketing mix Agrokor
Parallel title (English)Corporate Social Responsibility in Terms of Marketing the Example of Agrokor
Committee MembersBerislav Bolfek (committee chairperson)
Anita Peša (committee member)
Mladen Rajko (committee member)
GranterUniversity of Zadar
Lower level organizational unitsDepartment of Economics
PlaceZadar
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
General Economy
Study programme typeuniversity
Study levelgraduate
Study programmeManagement
Academic title abbreviationmag. oec.
Genremaster's thesis
Language Croatian
Defense date2017-02-20
Parallel abstract (English)
Corporate social responsibility helps organizations create a positive view themselves in public. The relationship of socially responsible activities of the company and shareholder value is positive. A positive reputation as a result of corporate social responsibility has lasting effects on the competitive advantage of a company that is heavily imitative by competitors. Corporate social responsibility is a commitment to the company, in order to contribute to sustainable economic development by working with employees, their families, local communities and society as a whole, to improve the quality of life in a way that is good for business and society. Social responsibility in marketing managers can prove practically bringing marketing decisions on the principles of ethics and social responsibility. Socially responsible marketing was developed in response to questionable marketing activities which have had adverse effects on citizens and society as a whole. Companies that are on the market products and services, and do not care for social well being can not be successfully expand into new markets and can not gain any advantage over the competition. Corporate social responsibility Agrokor Group is an indispensable part of daily business.
Parallel keywords (Croatian)društveno odgovorno poslovanje marketing i društvena odgovornost dionici marketinški miks Agrokor
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:162:115887
CommitterGorica Lovrić