20.500.12556/DKUM-39453 DRUŽBENA ODGOVORNOST KOT RAZSEŽNOST STRATEGIJE MEDNARODNEGA TRŽENJA SLOVENSKIH SREDNJE VELIKIH PODJETIJ THE SOCIAL RESPONSIBILITY AS THE DIMENSION OF THE INTERNATIONAL MARKETING STRATEGY OF SLOVENIAN MEDIUM SIZED ENTERPRISES Koncept družbene odgovornosti se razvija že več kot dve desetletji. V tem obdobju se je razvilo več definicij tega koncepta. Najnovejša opredelitev koncepta družbene odgovornosti, ki jo je podala Evropska komisija, je, da družbena odgovornosti podjetij temelji na internalizaciji učinkov podjetja v širši družbi Podjetja velikokrat pričakujejo uspehe na področju družbene odgovornosti na kratek rok, vendar je uresničevanje družbeno odgovornih ciljev dolgoročen proces. Posledično podjetja v družbeni odgovornosti vidijo na kratek rok predvsem dodatne finančne, kadrovske in organizacijske stroške. Srednje velika podjetja so finančno in kadrovsko omejena pri sodelovanju z zunanjimi svetovalci pri operacionalizaciji družbene odgovornosti. Razvoj podjetništva in podjetij se je v Sloveniji začel intenzivno razvijati v zadnjih dveh desetletjih. Pomen srednje velikih podjetij v gospodarstvu je nesporno velik. Mala in srednje velika podjetja (MSP) v gospodarstvu EU predstavljajo 99 % vseh podjetij. Zaradi velikega pomena MSP si EU prizadeva za vzpodbujanje MSP. V magistrskem delu analiziramo trženjske vidike pri internacionalizaciji slovenskih srednje velikih podjetij. Strategija internacionalizacije mora biti del celovite strategije podjetja. Družbeno odgovorna podjetja imajo koncept družbene odgovornosti vključen v strategijo podjetja in v trženjske strategije. V vedno večjem porastu je zanimanje za standarde družbene odgovornosti. Slovenska podjetja so v svoje kodekse pričela dejavno vključevati koncept družbene odgovornosti v zadnjem času. Nov izziv na področju poročanja o trajnosti, trajnostnem razvoju in družbeni odgovornosti podjetij je integrirano poročanje, ki vključuje vse dimenzije podjetja. V empirični raziskavi o razvitosti in pojavnih oblikah družbene odgovornosti v slovenskih srednje velikih podjetjih ugotavljamo, da obstajajo razlike v pojavnosti in vpetosti družbene odgovornosti v strategije podjetij med slovenskimi srednje velikimi podjetji in slovenskimi gazelami. V raziskavi magistrskega dela ugotavljamo, kakšni so motivi za udejanjanje načel družbene odgovornosti pri slovenskih gazelah in slovenskih srednje velikih podjetjih. Primerjamo strategije internacionalizacije med slovenskimi srednje velikimi podjetji in slovenskimi gazelami. Analiziramo tudi, na katerih standardih družbene odgovornosti temelji poslovanje slovenskih gazel in drugih srednje velikih podjetij. The concept of corporate social responsibility has been developing for more than two decades. Nowadays, we know many different definitions of this concept due to many improvements and developments. The last EU definition about the concept of corporate social responsibility presents us that enterprises have to internalize their effects in their environment. Companies quite often expect notable successes in a very short period of time. Apart from this, it is highly important to stress that this is a process that brings remarkable results in a long period of time. Consequently, enterprises most likely see in the corporate social responsibility additional financial, personnel and organizational costs. Middle-sized enterprises are financially limited and they cannot afford to cooperate with external advisors. Modern development and improvement of the entrepreneurship in Slovenia has begun in the last two decades. In the EU economy, small and middle-sized enterprises (SME) present 99 % of all enterprises. This is the main reason why EU is focused on stimulating SME with the Act for SME. In the master thesis, we have analysed marketing principles and strategies of the internationalization of Slovenian middle-sized companies. Strategy of the internationalization has to be holistic part of the company's strategy. Socially responsible standards are becoming more and more popular among Slovenian companies. Besides, Slovenian enterprises have integrated dimensions of social responsibility in their codes.. Integrated reporting is a new challenge for companies. In this report, all aspects of sustainability, sustainable development, and social responsibility are integrated. In the empirical research about the development and forms of social responsibility in Slovenian middle-sized companies, we have found out that there are significant differences between forms and implementations of social responsibility among the Slovenian middle-sized companies and the Slovenian gazelles. In the master thesis' research, we have analyzed motives for Slovenian companies to implement corporate social responsibility in their business. We have compared different strategies of the internationalization between middle-sized companies and Slovenian gazelles. Furthermore, in the research we have been interested, which the main standards of social responsibility among Slovenian middle-sized enterprises and Slovenian gazelles are.  Koncept družbene odgovornosti  trženjska funkcija  slovenske gazele  strategije internacionalizacije  raziskava o razvitosti in pojavnih oblikah družbene odgovornosti.  The concept of corporate social responsibility  marketing function  Slovenian gazelles  internationalization  the research of the development and forms of corporate social responsibility among Slovenian middle sized enterprises. true true false [E. Kaučič] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2013-01-16 13:00:28 2013-03-21 11:27:05 2022-05-12 22:57:47 2021-04-22 03:17:12 2013 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.5 11355164 URN:SI:UM:DK:XWZE7DUC MAG_Kaucic_Eva_2013.pdf MAG_Kaucic_Eva_2013.pdf 1 7E583A48EA70080FF82A14B1BF9F3735 967cefe8cfa95ca15179e4b0fd362e7cf7b7cb02d1fa2b40c6d0e45525c6a0f6 3123fb55-7c09-11eb-bb7a-00155d0001ca 20.500.12556/dkum/be643e68-bc67-4ccd-af44-a48f182b8ba0 https://dk.um.si/Dokument.php?lang=slv&id=53898 Ekonomsko-poslovna fakulteta 0 0 0