engleski

Corporate social responsibility: Croatian controversies

Contemporary concept of corporate social responsibility (CSR) tends to create an image of a company as responsive to the society and represent its active commitment to minimizing or eliminating any harmful effects and maximizing its long term beneficial impact on society. The aim of this paper is to analyze CSR concept in Croatia from different stakeholders' perspectives: company management, employees and customers. The CSR in Croatia is a relatively new concept and there has not been much research, especially involving different stakeholders. In order to research companies we have applied content analysis of company's web sites with respect to CSR. Customers and employees were researched by questionnaire where some already internationally applied methodology was used. In addition, a case study of a bank based on interviews with the same stakeholders was created. Research results show that there is quite different perception of CSR, its importance, power and role in Croatian society between these stakeholders. The most important differences identified are: what competencies can different stakeholders develop through CSR, to what extent can company CSR policy be adjusted through market influence, the nature of supply and demand for CSR in Croatia, the way CSR benefits different stakeholders, and the different perception of order of importance of different CSR aspects.

corporate social responsibility; companies; employees; customers; Croatia

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