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Marketinška dimenzija društveno odgovornog poslovanja

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  • Dragana-Meggy Hubak

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    Abstract

    Kroz utvrđivanje teorijskog okvira društveno odgovornog poslovanja, ovim radom je, uz integrativni pristup, prikazana marketinška dimenzija tog poslovnog koncepta. Temeljem dodirnih točaka između društveno odgovornog poslovanja i marketinga, stvorena je podloga za prikaz konkretnih aktivnosti koje poduzeća može poduzeti ukoliko u potpunosti želi iskoristiti prednosti koje nosi integracija DOP-a u strateški marketing. Kako poslovne odluke donose članovi organizacije odnosno njeni zaposlenici, provedeno je konkluzivno deskriptivno istraživanje koje je za cilj imalo utvrditi upoznatost studenata diplomskog studija Ekonomskog fakulteta u Zagrebu s konceptom DOP-a. Na uzorku od 145 ispitanika utvrđeno je kako studenti nisu u potpunosti upoznati s akterima, područjima i načinima primjene DOP-a te ga ne vide kao ključnu odrednicu svoje karijere. Nedovoljna zastupljenost DOP-a u obrazovnom programu Ekonomskog fakulteta u Zagrebu indikativno ukazuje na budućnost takvog načina poslovanja u republici Hrvatskoj. Zbog višestrukih uloga koje pojedinac ima u društvu, ovim radom naglasak nije stavljen na njegovu potrošačku ulogu, već na njegovu ulogu društvenog aktera u okviru koje donosi i poslovne odluke u kojima je element obrazovanja od velikog značaja.

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    Bibliographic Info

    Paper provided by Faculty of Economics and Business, University of Zagreb in its series EFZG Working Papers Series with number 1010.

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    Length: 27
    Date of creation: 18 Nov 2010
    Date of revision:
    Handle: RePEc:zag:wpaper:1010

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    Keywords: društveno odgovorno poslovanje; marketing; strateški marketing; uloga društvenog aktera; obrazovanje;

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    1. Carroll, Archie B., 1991. "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders," Business Horizons, Elsevier, vol. 34(4), pages 39-48.
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