IDEAS home Printed from https://ideas.repec.org/a/noa/journl/y2019i5p1-20.html
   My bibliography  Save this article

Primjena društveno odgovornog marketinga u poslovanju malih i srednjih poduzeća

Author

Listed:
  • Ružica BreÄ ić

    (Ekonomski fakultet SveuÄ iliÅ¡ta u Zagrebu)

  • Hrvoje Bradica

    (ZraÄ na luka Zagreb d.o.o.)

  • Mihovil AnÄ‘elinović

    (Ekonomski fakultet SveuÄ iliÅ¡ta u Zagrebu)

Abstract

Ciljevi rada su utvrditi dimenzije i analizirati stupanj razvoja druÅ¡tveno odgovornog marketinga (DOM-a) malih i srednjih poduzeća (MSP-a) u Hrvatskoj te ispitati Ä imbenike koji utjeÄ u na vlasnike/menadžere MSP-a prilikom primjene DOM-a. Primijenjeno je kvalitativno istraživanje putem dubinskih intervjua (n=16), analize biljeÅ¡ki s terena, internetskih stranica poduzeća te izvješća poduzeća vezanim uz DOM. Rezultati istraživanja su pokazali kako su vlasnici/menadžeri MSP-a u RH većinom upoznati s pojmom i definicijom DOM-a, ali kako je primjena takvog poslovanja joÅ¡ u zaÄ ecima. DOM-a je u najvećoj mjeri usmjeren prema potroÅ¡aÄ ima, zaposlenicima i lokalnoj zajednici, dok se ostale interesno-utjecajne skupine (dobavljaÄ i, konkurencija, okoliÅ¡, vladine organizacije i mediji) spominju tek od strane nekoliko ispitanika. MSP-a se meÄ‘usobno razlikuju prema stupnju razvoja druÅ¡tveno odgovornog marketinga i dijele se u tri skupine: poduzeća koja minimalno odgovaraju principima DOM-a, poduzeća koja imaju poseban tim unutar svoje organizacije zadužen za smiÅ¡ljanje i provedbu takvih aktivnosti te poduzeća koja su svoje djelovanje utemeljila na principima održivosti i slijede ih u svakoj svojoj odluci i akciji.

Suggested Citation

  • Ružica BreÄ ić & Hrvoje Bradica & Mihovil AnÄ‘elinović, 2019. "Primjena druÅ¡tveno odgovornog marketinga u poslovanju malih i srednjih poduzeća," Notitia - journal for economic, business and social issues, Notitia Ltd., vol. 1(5), pages 1-20, December.
    • Handle: RePEc:noa:journl:y:2019:i:5:p:1-20
    as

    Download full text from publisher

    File URL: http://www.notitia.hr/RePEc/noa/journl/01_2019.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    društveno odgovoran marketing; mala i srednja poduzeća; percepcija vlasnika/menadžera; Hrvatska;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:noa:journl:y:2019:i:5:p:1-20. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Vlatka Bilas (email available below). General contact details of provider: http://www.notitia.hr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.