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PDF 1.35 MB
master's thesis
7
3
Utjecaj društveno odgovornog poslovanja na konkurentsku prednost banke
Josipa Parčina (2017)
University of Split
Faculty of economics Split
Cite this item:
https://urn.nsk.hr/urn:nbn:hr:124:817028
Metadata
Title
Utjecaj društveno odgovornog poslovanja na konkurentsku prednost banke
Author
Josipa Parčina
Mentor(s)
Marina Lovrinčević
(thesis advisor)
Abstract
Svrha postojanja bankarskog sektora i svake pojedinačne banke je ostvarivanje dobiti. Međutim poslovanje banke podrazumijeva njezin utjecaj na društvo što uključuje široki koncept koji podrazumijeva zadovoljavanje kvalitete u primarnoj poslovnoj funkciji, odnos prema okolišu, zaposlenicima organizacije, potrošačima, široj društvenoj zajednici u kojoj posluju, te pozitivna interakcija sa svim dionicima. Društveno odgovorno poslovanje (DOP) je suvremena poslovna praksa koju primjenjuje sve veći broj poduzeća kako u svijetu tako i u Hrvatskoj jer se uočava da društveno odgovorna poduzeća postaju sve uspješnija i konkurentnija. Ovim radom se nastoji istražiti veza između razine primjene koncepta društveno odgovornog ponašanja i konkurentske prednosti jedne od najvećih banaka u Republici Hrvatskoj. Jedan od načina postizanja konkurentske prednosti je korištenje DOP-a u svim segmentima poslovanja čija primjena je sredstvo diferencijacije. Konkurentnost kreirana DOP-om teško se može kopirati i stvara jedinstvenu percepciju poduzeća koja služi izgradnji reputacije. U tu svrhu provedeno je ispitivanje zaposlenika i klijenata banke kojim je dokazano da postoji veza između koncepta društveno odgovornog poslovanja i konkurentske prednosti banke u područjima ljudskih resursa, investiranja u zajednicu i ekologije.
Keywords
CSR
competitive advantage
bank
Granter
University of Split
Faculty of economics Split
Place
Split
State
Croatia
Scientific field, discipline, subdiscipline
SOCIAL SCIENCES
Economics
Organization and Management
Study programme type
university
Study level
graduate
Study programme
Tourism and Hotel Management
Academic title abbreviation
mag. oec.
Genre
master's thesis
Language
Croatian
Defense date
2017-09
Parallel abstract (English)
The aim of banking sector and the aim of each and every bank is to realize profit. But banking management means also the influence on the society which comprises a variety of things such as quality in basic business function, environment protection, employee and consumer treatment, as well as the treatment of the wider community and the positive interaction with all interest groups. Corporate social responsibility (CSR) is a modern business practice being applied in an increasing number of companies in the world as well as in Croatia since it has been noticed that socially responsible companies become more successful and more competitive. This thesis tries to explore the relationship between the level of application of the CSR and the competitive advantage of one of the leading banks in Croatia. One of the ways to achieve the competitive advantage is to apply the CSR in all aspects of banking management as the means of differentiation. The competitiveness achieved by means of the CSR is difficult to copy and it creates a unique perception of a company which serves to build reputation. A survey which included both bank employees and clients has been conducted and proved the existence of the relationship between the CSR and the competitive advantage of the bank when it comes to human resources, investing in community and ecology.
Parallel keywords (Croatian)
DOP
konkurentska prednost
banka
Resource type
text
Access condition
Open access
Terms of use
URN:NBN
https://urn.nsk.hr/urn:nbn:hr:124:817028
Committer
Ivana Gizdić