Odgovorno upravljanje in strateško vodenje podjetja v trajnostni razvoj: primer podjetja Kozmetika Afrodita, d.o.o.

Frišek, Hana

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Title:	Odgovorno upravljanje in strateško vodenje podjetja v trajnostni razvoj: primer podjetja Kozmetika Afrodita, d.o.o.
Authors:	ID Frišek, Hana (Author) ID Štrukelj, Tjaša (Mentor) More about this mentor...
Files:	MAG_Frisek_Hana_2026.pdf (1,80 MB) MD5: AD6C362A151A69AC9207A341E50FA588
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Trajnostni razvoj v sodobnem poslovnem okolju postaja ena ključnih usmeritev podjetij, saj se od njih vse bolj pričakuje odgovorno delovanje do družbe, okolja in vseh udeležencev. Takšna pričakovanja vplivajo na spremembe v načinu upravljanja in vodenja podjetij ter na njihovo dolgoročno usmerjenost. Podjetja se vse pogosteje soočajo z izzivom, kako uskladiti ekonomske cilje z družbenimi in okoljskimi zahtevami ter pri tem ohraniti konkurenčnost in stabilnost poslovanja. Trajnostni razvoj tako ne predstavlja več dodatne dejavnosti, temveč postaja sestavni del sodobnega poslovanja. V delu je obravnavana povezanost trajnostnega razvoja z odgovornim upravljanjem in vodenjem podjetij, pri čemer je poudarek na vlogi vizije, politike podjetja in strategij kot temeljnih elementov usmerjanja in poslovanja. Prikazano je, kako se trajnostna načela vključujejo v posamezne ravni delovanja podjetja ter kako vplivajo na njegove procese odločanja in razvojne usmeritve. Vizija podjetja predstavlja izhodišče za oblikovanje trajnostnih usmeritev, politika podjetja jih konkretizira v temeljna pravila in cilje, strategije pa konkretizirajo njihovo uresničevanje v praksi. Posebna pozornost je namenjena tudi razumevanju uspešnosti podjetja, kjer se poleg finančnih kazalnikov vse bolj uveljavljajo tudi nefinančni vidiki. Ti omogočajo širši vpogled v delovanje podjetja, saj zajemajo področja, kot so odnosi z udeleženci, inovativnost, organizacijska kultura in ugled podjetja, kar dopolnjuje tradicionalne načine merjenja uspešnosti in prispeva k bolj celovitemu razumevanju razvoja in poslovanja podjetja. Na primeru podjetja Kozmetika Afrodita, d. o. o., je predstavljeno vključevanje trajnostnih načel v razvoj in poslovanje. Ugotovljeno je, da podjetje trajnostne vidike vključuje v svoje temeljne usmeritve, saj so ti prisotni v viziji, politiki podjetja in strategijah podjetja ter se odražajo v njegovem delovanju. Analiza kaže, da podjetje sistematično vključuje trajnostne prakse, pri čemer so posamezni vidiki nefinančne uspešnosti različno poudarjeni, predvsem okoljski vidik, medtem ko sta družbeni in ekonomski vidik nekoliko manj izpostavljena. Trajnostni razvoj se tako potrjuje kot pomemben dejavnik sodobnega poslovanja, ki vpliva na razvoj in delovanje podjetij ter njihovo dolgoročno stabilnost, uspešnost in konkurenčnost. Njegovo vključevanje v upravljanje in vodenje podjetij predstavlja pomemben korak k bolj celovitemu in odgovornemu poslovanju.
Keywords:	trajnostni razvoj, odgovorno upravljanje, trajnostno vodenje, nefinančna uspešnost, ESG, Kozmetika Afrodita.
Place of publishing:	Maribor
Publisher:	H. Frišek]
Year of publishing:	2026
PID:	20.500.12556/DKUM-99307
UDC:	005:502.131.1
COBISS.SI-ID:	291260419
Publication date in DKUM:	16.09.2026
Views:	74
Downloads:	7
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	12.08.2026

Secondary language

Language:	English
Title:	Responsible management and strategic leadership for sustainable development: a case study of Kozmetika Afrodita, d.o.o.
Abstract:	Sustainable development in the contemporary business environment is becoming one of the key strategic orientations for companies, as they are increasingly expected to operate responsibly towards society, the environment, and all stakeholders. Such expectations are influencing changes in corporate governance and management practices, as well as companies long-term orientation. Businesses are increasingly faced with the challenge of balancing economic objectives with social and environmental requirements while maintaining competitiveness and operational stability. Sustainable development is therefore no longer considered an additional activity but is becoming an integral part of modern business operations. This work examines the relationship between sustainable development and responsible corporate governance and management, with particular emphasis on the role of vision, business policy, and strategies as fundamental elements of business development and operations. It demonstrates how sustainability principles are integrated into different levels of organisational activities and how they influence a company’s decision-making processes, and development orientation. A company’s vision serves as the foundation for shaping sustainable directions, business policies translate these directions into fundamental principles and objectives, while strategies specify their practical implementation. Special attention is also given to understanding business performance, where non-financial aspects are increasingly gaining importance alongside traditional financial indicators. These aspects provide a broader insight into a company’s operations by encompassing areas such as stakeholder relationships, innovation, organisational culture, and corporate reputation. As such, they complement traditional performance measurement approaches and contribute to a more comprehensive understanding of business performance. The integration of sustainability principles into business development and operations is illustrated through the case of Kozmetika Afrodita. The findings indicate that the company incorporates sustainability considerations into its core orientations, as these are reflected in its vision, business policy, and strategies, as well as in its day-to-day operations. The analysis shows that the company systematically implements sustainable practices, although individual dimensions of non-financial performance receive varying levels of emphasis. In particular, the environmental dimension is more strongly highlighted, while the social and economic dimensions receive comparatively less attention. Sustainable development is thus confirmed as an important factor in contemporary business, influencing companie’s development and operations as well as their long-term stability, performance, and competitiveness. Its integration into corporate governance and management represents an important step towards more comprehensive and responsible business practices.
Keywords:	sustainable development, responsible goverance, sustainable management, non-financial performance, ESG, Kozmetika Afrodita

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