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Marketinška dimenzija društveno odgovornog poslovanja

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  • Dragana-Meggy Hubak

    ()

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.

Suggested Citation

  • Dragana-Meggy Hubak, 2010. "Marketinška dimenzija društveno odgovornog poslovanja," EFZG Working Papers Series 1010, Faculty of Economics and Business, University of Zagreb.
  • Handle: RePEc:zag:wpaper:1010
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    File URL: http://web.efzg.hr/repec/pdf/Clanak%2010-10.pdf
    File Function: First version, 2010
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    References listed on IDEAS

    as
    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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    More about this item

    Keywords

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

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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