| Abstract | Pojam i koncept društveno odgovornog poslovanja nije nimalo jednostavan s obzirom da je riječ o načinu poslovanja koji se razvijao godinama. U svojim začetcima je predstavljao filantropsko djelovanje poduzeća koje je kasnije dobivalo sve veću snagu i ulogu u zajednici i preraslo dimenzije filantropije. Danas, društveno odgovorno poslovanje je način obavljanja posla kojim se postižu zadani ciljevi kompanije, ali pri tome se vodi računa o potrebama zajednice i svih dionika poslovnog procesa. Poslovanje u kojem se uvažavaju zahtjevi društveno odgovornog poslovanja u konačnici uvijek donosi više koristi i benefita od klasičnog poslovnog procesa jer stvara dodanu vrijednost koja se uvijek manifestira u jednom od sektora poslovanja (konkurentnost, lojalnost kupaca, poboljšanje kvalitete poslovanja, povećanje zadovoljstva djelatnika i kupaca, zaštita okoliša, ...). Uz razvoj koncepta društveno odgovornog poslovanja razvija se i poslovna etika koja je integrirana u sve poslovne procese i primjenjuje se na sve oblike aktivnosti od strane svih dionika. Koliko god društveno odgovorno poslovanje donosilo ogromne benefite i pogodnosti, ono zahtijeva određena ulaganja bilo da je riječ o financijskim ili ne financijskim sredstvima, a najčešće su to financijska sredstva. Bankarski sektor, sektor u kojem se poslovanje zasniva na baratanju i obrtanju novca, jedan je od sektora gospodarstva gdje je društveno odgovorno ponašanje i poslovna etika pod izrazitim povećalom javnosti. Posebice u vrijeme gospodarskih i ekonomskih kriza, slomova tržišta i recesijama gospodarstva. Kako bi zadržali svoj ugled, klijente i dali svoj obol zajednici, banke se sve više okreću društveno odgovornom poslovanju, aktivno se uključuju u zajednicu u kojoj djeluju. Zagrebačka banka je upravo bila pionir takvog načina poslovanja. Postala je banka koja prvenstveno brine za svoje zaposlenike, klijente, a dobar dio svojih zarada i profiti ulažu nazad u zajednicu kroz različite aktivnosti, investicije, ponude i pomoći. |
| Abstract (english) | The term and concept of socially responsible business is not at all simple, given that it is a way of doing business that has developed over the years. In its beginnings, it represented the philanthropic activities of the company, which later gained increasing strength and role in the community and outgrew the dimensions of philanthropy. Today, socially responsible business is a way of doing business that achieves the set goals of the company, while taking into account the needs of the community and all stakeholders in the business process. A business that respects the requirements of socially responsible business ultimately always brings more benefits and benefits than a classic business process because it creates added value that is always manifested in one of the business sectors (competitiveness, customer loyalty, improvement of business quality, increase in employee and customer satisfaction, environmental Protection, ...). Along with the development of the concept of socially responsible business, business ethics are also developed, which are integrated into all business processes and are astrlied to all forms of activity by all stakeholders. As much as socially responsible business brings enormous benefits and conveniences, it requires certain investments, whether it is financial or non-financial resources, and most often these are financial resources. The banking sector, a sector in which business is based on the handling and circulation of money, is one of the sectors of the economy where socially responsible behavior and business ethics are under a distinct public scrutiny. Especially in times of economic and economic crises, market crashes and economic recessions. In order to maintain their reputation, clients and give back to the community, banks are increasingly turning to socially responsible business, actively getting involved in the community in which they operate. Zagrebačka banka was precisely the pioneer of such a way of doing business. It has become a bank that primarily cares for its employees and clients, and invests a good part of its earnings and profits back into the community through various activities, investments, offers and assistance. |
