engleski

The importance of ICT application in organizational shift towards green business and green entrepreneurship in Croatia

A series of daunting challenges, such as climate change, biodiversity loss, sea pollution, or resource depletion, among many others, threaten the existence of living beings. The global consensus on preventing possible pollution and contamination of environment, as a result of industrial production, emphasizes the importance of adopting green, as an initiative of a company. The industry cares mainly about profits, so any production in accordance with environmental standards is sometimes introduced only to preserve the image of a socially responsible company. Such an attitude can be overcome by implementing green into existing business processes or introducing a completely new green business processes. Successfully restructured business becomes more resource and market efficient, as well as competitive. Green management in small and medium sized enterprises relies partly on the development of new technologies. Information and Communication Technology (ICT) is used in the implementation of new technological processes, in the application of automation and management of business processes, and especially in the application of new or improved software. ICT offers a lot of tools for collecting and processing reliable information on various aspects of the environment that entrepreneurs can effectively use in everyday business. This way to improve production without threatening the environment is not expensive. The paper shows some ICT solutions that help small and medium sized enterprises in Croatia to improve their activities making a positive impact on the environment and nature. Using ICT in incorporating green initiatives is a smart business strategy for the SMEs both, from environmental protection and financial savings aspects. In any case, ICT plays a significant role in raising awareness of the importance of environmental protection.

Green Business ; Entrepreneurship ; ICT ; Environmental Sustainability

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