engleski

Multicriterial assessment of leading dairy companies in Croatia

The aim of this study was to compare and rank three leading dairy companies in Croatia. Companies are evaluated according to financial, market and social responsibility criteria. Financial rating consists of a partial score of profitability, liquidity, indebtedness and activity. The rating of market criteria consists of market share in milk collection and consumers’ grades of companies’ product quality. Corporate social responsibility, which occurs as business success component in the latest research, is determined by the average wage, level of subcontractors’ satisfaction and the quality of responses to consumers and institutions inquiries. The applied method is analytic hierarchy process, multi-criteria method that synthesizes the individual assessment of business success parts in a single evaluation score. The research involved 196 respondents who rated perceived quality of the companies’ product and 154 dairy farmers that have assessed satisfaction with the cooperation with dairies. The best rated of three analysed company is Dukat due, primarily, the best financial performance and good product quality ratings. This paper has proven the multi-criteria methods to be an effective tool of rationalization of business decision-making and rankings although they are not able to completely remove a certain level of subjectivity.

Analytic Hierarchy Process ; Dairy company ; Business success ; Croatia

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