DRUŠTVENO ODGOVORNO POSLOVANJE - TEORIJA DRUŠTVENO ODGOVORNE IZVEDBE. (Croatian)

The theory of socially responsible performance, developed by Archie B. Carroll, points out the obligation and responsibility of companies towards society that exceeds the limits of economic goals. Carroll identified four key dimensions of social responsibility that companies need to integrate into their activities: economic, legal, ethical and philanthropic responsibility. The economic aspect reflects the main goal of the company - generating profit and providing value for stakeholders. Legal responsibility emphasizes the need to operate business in accordance with the laws and regulations. The ethical dimension is aimed at making morally correct decisions, while the philanthropic responsibility includes contributions to the community and society. Carroll's theory emphasizes achieving a balance between these dimensions, taking into account the context of the company, the industry and social expectations. The goal is not only to meet the minimum standards, but also to exceed the limits in order to achieve a deeper social benefit. This scientific article aims to present the theoretical understanding and specifics of theories of socially responsible performance and explore its domains. Through examples of good practice like Atlantic Group and Coca Cola Ltd, the article illustrates how successful companies contribute sustainable development, environmental protection and promotion of social responsibility. Focusing on the issue of socially responsible business according to Carroll's theory, the article highlights the need for continuous implementation of socially responsible practices for the purpose of perserving environment and achieving sustainability in today's business world. [ABSTRACT FROM AUTHOR]

Teorija društveno odgovorne izvedbe, razvijena od strane Archieja B. Carrolla, ističe obvezu i odgovornost kompanija prema društvu koja prelazi granice ekonomskih ciljeva. Carroll je prepoznao četiri ključne dimenzije društvene odgovornosti koje tvrtke trebaju integrirati u svoje aktivnosti: ekonomska, pravna, etička i filantropska odgovornost. Ekonomski aspekt odražava glavni cilj kompanija - generiranje profita i pružanje vrijednosti dionicima. Pravna odgovornost naglašava potrebu za poslovanjem u skladu sa zakonima i regulacijama. Etička dimenzija usmjerena je na donošenje moralno ispravnih odluka, dok filantropska odgovornost uključuje doprinose zajednici i društvu. Carrollova teorija naglašava postizanje ravnoteže između ovih dimenzija, uzimajući u obzir kontekst tvrtke, industrije i društvena očekivanja. Cilj nije samo zadovoljenje minimalnih standarda, već i prelazak tih granica radi postizanja dublje društvene koristi. Ovaj rad ima za cilj prezentirati teorijsko razumijevanje i specifičnosti teorije društveno odgovorne izvedbe te istražiti njene domene. Kroz primjere dobre prakse poput Atlantic Grupe i Coca Cola Ltd, rad ilustrira kako uspješne kompanije doprinose održivom razvoju, zaštiti okoliša i promicanju društvene odgovornosti. Fokusirajući se na problematiku društveno odgovornog poslovanja prema Carrollovoj teoriji, rad ističe potrebu za kontinuiranom implementacijom društveno odgovornih praksi u svrhu očuvanja okoliša i postizanja održivosti u današnjem poslovnom svijetu. [ABSTRACT FROM AUTHOR]

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