The concept of social responsibility has a very long history. It exists for millennia. However, in spite of the long history and widespread practice, there is still no uniform definition of corporate social responsibility. In general, this is the concept by which the company should take care of its employees, provide an appropriate working environment, while respecting the laws, having a fair attitude towards customers, and a care for the nature and the environment. Companies began to include social responsibility in their business also due to awareness of the positive effects of social responsibility on the wider community and the environment. By doing so, they have also increased their competitiveness on the market.
Corporate social responsibility includes internal and external dimension. The internal dimension of corporate social responsibility relates mostly to employees, as the practices of internal corporate responsibility positively and significantly influence their satisfaction and affiliation. The external dimension relates to the external environment of the company, how it solves the environmental problems and problems of a wider community. With the external dimension of social responsibility, the companies increase the reputation and value on the market.
The diploma presents the company dm drogerie markt d.o.o., its historical framework and development and human and financial information. On the theoretical basis the thesis discusses the internal and external dimension of social responsibility in the mentioned company. This is followed by a presentation of the survey carried out by dm, using a survey questionnaire. The main goal of the research was to determine position of social responsibility in the selected company. The resoults shows that the conditione of social responsibility in the company is good, but the company could do more about social responsibility, especially in the field of employee promotion.
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