engleski

Corporate Social Responsibility in Croatia: Nonprofit Activities for Profitable Goals

In the last few decades, in Croatia and other countries, corporate social responsibility has been acquiring new dimension. Companies follow the impact of their activities on customers, suppliers, employees, shareholders, and other stakeholders, as well as the environment. They have recognized how to use corporate social responsibility in their marketing strategy (advertising, profitability, innovativeness, value added for products/services, etc.) The aim of this paper is to analyze the contents of corporate social responsibility in companies that operate in Croatia: differences between local and foreign companies, between product and service companies and to place these companies on certain level of corporate social responsibility according to Carroll’s pyramid of corporate social responsibility (philanthropic, ethical, legal and economic). The results are presented in this paper.

corporate social responsibility; marketing; Croatia

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