engleski

The Good, The Bad, and The Ugly: The Case of a Multinacional Corporation in Croatia

The current crisis can provide a very useful opportunity to review and reconsider the role of business as having a vital contribution in building fair societies. In a world where it is harder than ever before to balance conflicting stakeholder demands and where production of quality products or the providing services to satisfy customers' needs is no longer enough for the economic advancement and sustainable development of a company, a way of doing business apart from legal and regulatory settings in needed more than at any other time to date. This is especially the case with multinacional companies that, by default, deal across a spectrum of different environments. As it is true that specific beliefs and preferences regarding what is fair vary widely, so in this case we tried to present the reason why the multinacional company has to become more socially relevant and responsible on local, developing markets in order to be competitive. The way it relates to workers, host communities, and the marketplace can greatly contribute to the sustainability of its business success. This paper follows one such case where action was needed - the case of a multinacional company in the transitional Croatian economy.

Corporate social responsibility; double standards; multinacional corporation (MNC)

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