| Abstract |
Corporate social responsibility is reflected in the example of a company that, over the strictly legal obligations, integrates concern for the environment and society in the decision-making system. Could be said that a successful company is one that consistently takes into account its economic, social and environmental impact, and socially responsible business represents business model and management style in which the profit is realized in a socially responsible manner. The opportunities to participate in the evaluation of socially responsible practices have all companies that are under the criteria of the Zlatna Kuna rated as the most successful in Croatia. Croatian Chamber of Commerce each year invites 2,000 small, medium and large companies that were under the criteria of the Zlatna Kuna in the previous financial period operating positively and are ranked according to business success. It is enough to fill out the questionnaire to participate in the CSR Index. Each year a questionnaire could be fulfilled by the mid-September and in period of at least 45 days, and every invited company will receive their link under which will fulfill the questionnaire. The methodology defines a set of evaluation criteria in six basic areas: economic sustainability, inclusion of CSR in business strategy, working environment, environmental protection, market relations and relations with the community. Merchants of finished products, as intermediaries between consumers and producers, are faced with growing demands regarding corporate social responsibility. They claim that corporate social responsibility is part of the strategic orientation of the company and that has to be integrated into their business. This paper will process example of the business ethics and social responsibility in the business group Auto Hrvatska d.d., Tesco PLC, Metro AG and others. Basing its business on corporate social responsibility, Auto Hrvatska d.d. actively cooperates with sports, cultural and humanitarian subjects in Zagreb and other Croatian cities and cities in Bosnia and Herzegovina and Macedonia, and not only as a reliable business partner, but also as partner of public and civil sector. Tesco PLC emphasizes its role in society as an extension of the main purposes of business, and Metro AG points out that corporate social responsibility is guideline towards sustainable management. The aim of this paper is to determine the relationship between the implementation of CSR in the company's business with pleasure of the final consumer. The authors used the following scientific methods of research: methods of analysis, comparison, induction, deduction, description and classification, as well as the specific methods used for the analysis and ranking of certain parameters. |