Naslov
Corporate governance, social responsibility and corporate reputation: An empirical analysis of the situation in the Republic of Croatia

Autori
Golja, Tea ; Paulišić, Morena

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
International Conference on International Business / Vasileios A. Vlachos - Solun, 2010, 34-36

ISBN
978-960-8396-57-9

Skup
International Conference on International Business

Mjesto i datum
Solun, Grčka, 22.05.2010. - 23.05.2010

Vrsta sudjelovanja
Poster

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
corporate social responsibility; CSR; corporate reputation; corporate governance; Croatia

Sažetak
The world we live in is rapidly changing. In this kind of environment, companies are faced with the necessity for further and deeper adjustment to the challenges brought upon by globalization forces - dynamic population growth, growing emission of greenhouse gases, global climate change, biodiversity loss, and poverty. The ever so big difference in development between the North and the South, with almost 3 billion people living on less that 2 USD a day has also very strongly influenced the change in ordinary behaviour of each and every responsible actor in the global domain. Bearing in mind that there should be some cause of the huge difference in wealth and per capita income, some things have to be changed. The above mentioned are unintended consequences of the wrong global governance and bad business practice as well as a call for global action to bring the world on a more sustainable pathway. New balance between businesses, governments and society should be formed in order to reach decent human conditions in the future within the limits of the planet. The contribution from the business side to the achievement of sustainable development should go through responsible business practices. Responsible business behaviour becomes a must in the everyday business practice not only because of the business will to contribute to the achievement of sustainable development, but more because of the huge pressures from different stakeholders in the society, as well as of the need to successfully compete on the global market. Products and their quality could no longer be considered main competitors. Main competitors are becoming companies and their brands, and more importantly their reputation. The company is operating in the society and thus directly and indirectly under the influence of different stakeholders and vice versa. That is why it has a number of reputations because of different perceptions of different stakeholders. Companies should strive to build good reputation but this is not an easy task as it has to conform to the expectations of different stakeholders. Reputation is not only financials success but the whole spectrum of activities which company performs. One important aspect of the reputation is its behaviour, especially in the developmental moments as the one we are facing today. Corporate social responsibility influences on the company’s reputation as it involves a huge array of activities difficult and hard to imitate. CSR contributing to enhancement of company’s reputation is a source of competitive advantage. The purpose of the paper is to offer an explanation how social responsibility influences corporation’s reputation. The theoretically aspect of corporate governance, social responsibility and corporate reputation is provided. Furthermore, as a result of our theoretically research, we created questionnaire and conducted an empirical analysis in the Republic of Croatia (within a corporate governance context) with the aim to enlighten the current state of corporate social responsibility as one of the aspects of corporate governance in the Republic of Croatia and managers’ perception regarding the importance of CSR in building better reputation and hence competitive advantage. The sample covered Croatian corporations regardless of the size. This paper demonstrates the relevance of including social responsibility in leading and corporate governance on any organization in today’s economy.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA