Društveno odgovorno poslovanje i ugled tvrtke: primjer tvrtke IKEA

master's thesis

• Title (english): Corporate Social Responsability and Reputation of a Company: The IKEA Company
• Author: Matea Devčić
• Mentor: Tomislav Janović (mentor)
• Committee member: Jelena Jurišić (predsjednik povjerenstva)
• Committee member: Duje Bonacci (član povjerenstva)
• Committee member: Tomislav Janović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2019-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Važnost društveno odgovornog poslovanja sve se više prepoznaje u poslovnom sektoru. Tvrtke koje shvaćaju nužnost odgovornog poslovanja u pravilu su transparentnije i imaju bolji odnos s ključnim dionicima, čime si povećavaju ugled, ali i financijsku dobit. Jedna od tvrtki koja je rano je prepoznala važnost svoje društvene odgovornosti i koja kontinuirano provodi strategije održivog razvoja, ravnopravnosti na radnom mjestu i zaštite okoliša jest IKEA. Cilj ovog rada je na primjeru te tvrtke ispitati u kojoj je mjeri informiranost o društveno odgovornom poslovanju tvrtke povezana s njezinim ugledom. Provedeno anketno istraživanje pokazalo je kako postoji statistički značajna veza između stavova ispitanika o tvrtki i stupnju njihove informiranosti o njoj: ispitanici koji su bolje informirani o tvrtki IKEA u prosjeku imaju bolje mišljenje o toj tvrtki. Također, istraživanje je pokazalo kako ispitanici koji svoje spoznaje o tvrtki IKEA temelje na osobnom iskustvu s tom tvrtkom u prosjeku češće izjavljuju da tvrtku smatraju društveno odgovornom, što je zanimljiv podatak, s obzirom na to da je početna hipoteza bila da će podatci s internetske stranice tvrtke imati najviše utjecaja na percepciju ispitanika o stupnju njezine društvene odgovornosti.

Abstract (english)

Importance of corporate social responsibility is increasingly recognized in the business sector. Companies that understand the necessity of socially responsible management are more transparent and have a better relationship with key stakeholders, thus increasing their reputation as well as their financial gain. One of the companies that has early recognized the importance of its social responsibility and that continuously implements sustainable development strategies, workplace equality and environmental protection norms is IKEA. Taking this company as a study case, the main goal of the present thesis was to examine how corporate social responsibility influences company’s reputation. The conducted research has shown that there is a statistically relevant connection between the public opinion about the company and the degree of public’s familiarity with the company’s management strategies: respondents that are more informed about IKEA on average have a better opinion about the company. Additionally, the survey reveals that the respondents that have more personal experience with the company more often declare that they consider the company to be socially responsible, which is interesting since the initial hypothesis was that the information from the company’s website would mostly influence respondents’ perceptions of IKEA’s social responsibility.

• Keywords: društveno odgovorno poslovanje; održivi razvoj; ugled tvrtke; dionici tvrtke; IKEA
• Keywords (english): corporate social responsibility; sustainable development; corporate reputation; stakeholders; IKEA
• Language: croatian
• URN:NBN: urn:nbn:hr:111:781693
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-01-15 10:20:04