društveno odgovorno poslovanje – formula za uspješnostut.pdfekonomije inspiraciju, ideju, viziju...

STRU»NA REVIJA ZA UGOSTITELJSTVO I TURIZAM / HOSpITALITy ANd TOURISM MAGAZINE

4 INTERVJU4 INTERVJU

Tri su temeljna stupa društveno odgovornog poslovanja. Prvi je ekonomski, razvojni, koji osigurava kontinuirani rast i razvoj tvrtke, tehnološki napredak i konkurentnost na globalnom tržištu u međunarodnoj podjeli rada. Uvjeti za to su efikasnost, rentabilnost, odnosno profitabilnost poslovanja. Može li neki gospodarski subjekt objektivno biti uspješan nije u sferi prosudbi i ocjena ovog područja promatranja. Svjestan sam da su u današnjim prilikama mnoge tvrtke kola-teralne žrtve uvjeta i okolnosti poslovanja na koje nimalo ne mogu utjecati.Drugi stup društveno odgovornog poslova-nja je društveni aspekt. Svaka je tvrtka tek dio uspostavljenih ekonomskih i ukupnih društvenih odnosa. Tvrtka koja je odgovorna daje pojedincu priliku da radi i zaradi, ali ne samo za sebe nego i za ostale sudionike poslovnog procesa. Ništa manje važan druš-

tveni doprinos tvrtke je uredno plaćanje po-reznih, socijalnih i drugih fiskalnih davanja državi i fondovima te lokalnoj samoupravi, koje tako prikupljena sredstva distribuira-ju za opće potrebe društva i razne oblike društvenog standarda, posebno na solidar-noj osnovi. To su, primjerice, zdravstveni standard i zdravstvena zaštita, solidarni mirovinski sustav, socijalna zaštita, školski sustav i sustav obrazovanja općenito, zašti-ta najugroženijih. Sve to je, dakle doprinos stvaranju boljeg društva s većim ljudskim pravima i sl. Odgovorno korporacijsko druš-tveno ponašanje dio je doprinosa boljem društvu. Najčešće ove aktivnosti prepozna-jemo kao društveno ulaganje poduzeća u zajednicu u obliku društvene filantropije za financiranje različitih društvenih projekata bilo da je riječ o humanitarnim projektima, potpomaganju mladih i nadarenih učenika

Goran Ražnjević, predsjednik Upravnog vijeća Hrvatskog poslovnog savjeta za održiv razvoj

Tvrtke koje su u svoje poslovanje implementirale načela društveno odgovornog poslovanja (DOP) i koje zaista i „žive„ svoju društvenu odgovornost i održivost ponajbolje dokazuju da i u društvu koje je suočeno i s krizom morala postoje uspješni sustavi. Štoviše, njima kriza može poslužiti kao katalizator mnogih procesa unutar njih samih. S druge strane, uvjeren sam da društveno odgovorne kompanije mogu pomoći izgradnji pravih vrijednosti, oporavku gospo-darstva i društva jer su one ne samo predvodnice u svojim djelatnostima nego ujedno ima-ju snagu, želju i znanje da pokrenu komunikaciju, konstruktivan dijalog i suradnju sa svim značajnim akterima hrvatskog društva. Zajedničkim djelovanjem i međusobnim razumijeva-njem svih uključenih one mogu pridonijeti uspješnom opravku hrvatskog gospodarstva – isti-če u razgovoru za stručnu reviju UT Goran Ražnjević, predsjednik Upravnog vijeća Hrvatskog poslovnog savjeta za održiv razvoj i predsjednik uprave Ilirije d.d. Biograd na Moru koja je, jedina iz hrvatskog turizma, više puta dobila priznanja za odgovorno poslovanje.

Razgovarala:Silvana Jakuš

Društveno odgovorno poslovanje – formula za uspješnost formula za uspješnost

lipanj 2015June 2015

the Formula for Success

INTERVIEw

Companies that have implemented the principles of corporate social responsibility (CSR) in their business and that truly honor their social responsibility and sustainability are living proof that even in a society faced with a crisis of morality there are successful systems. Moreover, they can use these crises as a catalyst for numerous processes within the company. On the other hand, I am convinced that socially responsible companies can help build real values, aid the recovery of the economy and society as they are not only pioneers in their activities, but also have the strength, desire and knowledge to initiate communication, a constructive dialogue and cooperation with all relevant actors in Croatian society. Through joint action and mutual understanding of all those involved, they can contribute to the recovery of the Croatian economy - says in an interview for the specialized publication UT Goran Ražnjević, President of the Governing Council of the Croatian Business Council for Sustainable Development and President of the Management Board at Illrija d.d. Biograd na Moru, the only tourism company in Croatia that has repeatedly won awards for corporate social responsibility.

Goran Ražnjević, President of the Governing Council of the Croatian Business Council for Sustainable Development

Corporate Social Responsibility –the Formula for Success

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Prepared by: Silvana Jakuš


6 INTERVJU6 INTERVJU

i studenata, talenata, inovativnih rješenja, znanstvenih i naučnih dostignuća, bilo da je riječ o jačanju ekološke svijesti, potpore umjetničkom stvaralaštvu, očuvanju kul-turne baštine i sl. Treći temeljni stup društveno odgovornog poslovanja je trajna briga i zaštita prirodnog bogatstva. Očuvanje i zaštita okoliša, odno-sno očuvanje biološke raznolikosti i one-mogućavanje zagađivanja, tj. smanjenje štetnih utjecaja na okoliš trajni je zadatak i obveza ne samo svakog pojedinca nego i svakog odgovornog sustava, a posebno gospodarskih subjekata. Ni gospodarski rast i razvoj, ni efikasnost i dobitak u poslovnom procesu ne smiju biti u suprotnosti s oču-vanjem prirodnih resursa, zemljišta, voda, atmosfere i sl. No, dug je put do toga, kao što je dug put do toga da ono što danas nazivamo smećem postane sirovina.I tako dolazimo do suštinske paradigme suvremenog svijeta, a gospodarskog rasta i razvoja posebno: kako postojeću i domi-nantnu linearnu i pravocrtnu ekonomiju preoblikovati u nešto novo, u ono što da-nas već zovemo kružna ili cjelovita eko-nomija. Kružna ekonomija ima zatvoren, uravnotežen i cjelovit cirkulirajući proces svih sudionika, u kojoj nema otpada, nema negativnih posljedica ni za sadašnju niti za buduću populaciju. Zagovornici kružne ekonomije inspiraciju, ideju, viziju i cilj crpe iz temeljnog pravila života i održivosti pri-rode, a to je da u prirodi nema gubitaka niti otpada, sve tvari i energija obnavljaju se i vraćaju u proces i to kruženje može trajati beskonačno. Dodao bih – uravnoteženo i održivo. Tome i svaki pojedinac mora težiti. Neki milom neki prisilom, jer tako mora biti. Zato se i donose zakoni, za to i postoji etika i etički principi.

Približavamo li se tako onome što sma-tramo istinskim, cjelovitim održivim razvojem? Apsolutno, ali samo u jednom dijelu. To je tek dio održivog razvoja i to onog segmenta društva u kojem su gospodarstvenici, bez obzira na veličinu tvrtke, obavezni dati svoj puni doprinos za izvjesniju budućnost. Odgovorne tvrtke razvijaju društvo, potiču napredak, „stvaraju novac”, one, a ne banke kako se to mistificira, a dijelom i praktici-ra u sadašnje vrijeme. Proizvodnja roba, proizvoda i usluga osigurava budućnost, osigurava vrijednost za novac. No, novac često nije i jedino mjerilo svih stvari. Imati

novac, a ne imati slobodu znači biti siromah. Imati slobodu, ali u okolnostima anarhije ili pravnog nereda oko sebe čini vas zaro-bljenikom. Dakle, održivi razvoj društva kao cjeline počiva na ostalim integrativnim di-jelovima pojedinih i višeslojnih segmenata društva. Tu prije svega mislim na dostignuti stupanj civilizacije, javne vlasti, održivih de-mokratskih i socijalnih sustava i procesa, političkih i upravnoadministrativnih ustroj-stava, mogućnosti i ograničenja općenito. To bih nazvao društveno odgovornim pona-šanjem, kojeg, nažalost, uglavnom nema u očekivanoj i dugoročno održivoj mjeri. No, ovdje samo usput govorimo o društveno odgovornom ponašanju općenito koje se odnosi na društvene skupine, društvenu, pa i političku nadgradnju. O tome bismo mogli puno reći, nažalost ne odviše lijepog… Stoga najčešće govorimo o društveno od-govornom poslovanju imanentnom jedino gospodarstvu, jer je ono u najvećoj mjeri stvaratelji i „inženjer” naše tehnološke i eko-nomske stvarnosti, dakle naših uvjeta života.A što u stvarnosti imamo bez na duži rok održivog gospodarstva? Nemamo ništa, naj-manje nadu. Ako ste nezaposlen, a zdrav, mlad i obrazovan i želite raditi, a nemate gdje, pitam vas – gdje je tu održivi razvoj? Ne možete ni zasnovati obitelj, jer je i obitelj, uz ostalo, ekonomska zajednica. Tu nema budućnosti. A tu ne vidim krivicu ni odgo-vornost niti gospodarskog subjekta niti gos-podarstva općenito niti poduzetništva. Za to je odgovorno ponašanje ljudi, zajednica koju smo sami iskonstruirali, zajednica u kojoj živimo, za to je odgovoran opći moral društva, bolje reći „kvazimoral”, a ne etika koja je potisnuta u stranu. Moral bez etičkih načela neće osigurati budućnost, a kamoli održivu budućnost. Da zaključim, održiv razvoj u cijelosti udo-voljava svim ili većini sveukupnih i različitih potreba sadašnje generacije bez ugroža-vanja budućih generacija u osiguranju njihovih budućih očekivanih i neophodnih zahtjeva i potreba. Naime, održivi koncepti i projekti danas bi trebali postati prirodni i sastavni dijelovi našeg života. Da li to ima-mo? Nažalost, samo djelomično. Hoće li se tome približiti buduće generacije? Siguran sam, bit će primorane na takav koncept.

Što učiniti da društveno odgovoran prist-up poslovnom procesu bude dominantan u hrvatskom gospodarstvu?Mnoga poduzeća u Hrvatskoj uopće se ne

Čovjeka često frustrira da dijelom živimo, re-kao bih, u zagađenom

moralnom okolišu. Naučili smo govoriti

jedno, a misliti drugo. Naučili smo ne vjerova-

ti u trajne vrijednosti, ne primjećivati jedni

druge i brinemo samo o sebi.

STRUČNA REVIJA UT

7 INTERvIEw


There are three basic pillars of corporate so-cial responsibility. The first one is economic and developmental, it secures a company’s continuous growth and development, tech-nological progress and competitiveness on the global market in the international division of labor. The conditions for this are efficiency and profitability, more precisely business prof-itability. Whether an economic operator can objectively be successful is not in the sphere of judgment and assessment of this area of observation. I am aware that in today’s cir-cumstances many companies are collateral victims of business terms and conditions that they can not influence in any way.The second pillar of corporate social respon-sibility is the social aspect. Each company is only a part of the established economic and general social relations. A company that is responsible gives an individual the opportunity to work and earn, not only for themselves but also for other participants in the business pro-cess. Another important social contribution of the company is regular payment of taxes, so-cial and other fiscal contributions to the state, various funds and the local self-government, which distribute the raised funds for the gener-al needs of society and various forms of social standards, especially on grounds of solidarity. These are, for example, the standards of health and health care, the solidarity pension sys-tem, social welfare, the school system and the education system in general, the protection of the most vulnerable groups in society. All this, therefore, constitutes contribution to creating a better society with greater human rights and the like. Corporate social responsibility is part of a contribution to a better society. These activities are frequently recognized as a company’s social investment in the com-munity in the form of corporate philanthropy that funds various social projects, whether hu-manitarian projects, helping young and gifted students, talented individuals, innovative solu-tions, research and scientific achievements, or strengthening environmental awareness, support for artistic creation, preservation of cultural heritage and the like. The third fundamental pillar of corporate so-cial responsibility is permanent care and pro-tection of natural resources. Environmental preservation and protection or conservation of biodiversity and prevention of pollution, i.e. reducing the harmful impact on the en-vironment is a continuous task and obliga-tion not only of each individual, but also of each responsible system, and in particular

of economic operators. Neither economic growth and development nor efficiency and profit in business can be in conflict with the preservation of natural resources, land, wa-ter, atmosphere and the like. However, this is a long process, just like the one that entails what we today call waste to one day become raw material.And so we come to the fundamental para-digm of the modern world, and especially of economic growth and development: how to transform the existing and dominant linear and straight-line economy into something new, into what today we already call the cir-cular economy. The circular economy has a closed, balanced and integral circulating pro-cess for all those involved, where there is no waste, no negative consequences for the pres-ent or for the future population. Proponents of circular economy find inspiration, ideas, a vision and goal in the fundamental rule of life and sustainability of nature - in nature there are no losses or waste, all matter and energy is restored and returned to the process, and this circulation can last indefinitely. I would add - in a balanced and sustainable manner. Each and every individual should aspire to this. Some by hook, others by crook, because that is the way it has to be. This is why laws are adopted, and why we have ethics and ethical principles.

Are we approaching what we consider to be true, comprehensive sustainable development? Absolutely, but only in part. This is only one part of sustainable development and it refers to the segment of society in which business-men, regardless of company size, are required to give their full contribution for a more secure future. Responsible companies are the ones who develop society, encourage progress and “create money”, and not the banks as is often mystified, and partially practiced in today’s time. The production of goods, products and services ensures the future, ensuring value for money. But money is often not the only measure of all things. To have money and not to have freedom means to be poor. To have freedom, but in circumstances of anarchy or a state of chaos around you, makes you a pris-oner. Therefore, sustainable development of society as a whole rests on other integrative parts of individual and multi-layered segments of society. Here I am primarily referring to the achieved level of civilization, public power, sustainable and democratic social systems

People are often fru-strated by the fact that we partially live in what I would call a contaminated mo-ral environment. We have learned to say one thing and think another. We have lear-ned not to believe in lasting values, not to notice each other and we care only about ourselves.

www.utm.hr


8 INTERVJU

snalaze u novonastalim ekonomsko-druš-tveno-ekološkim uvjetima poslovanja. Ne mogu ispunjavati ni minimalne zakonske obveze, koje su svakim danom sve veće, a o društvenoj odgovornosti poslovanja mogu samo sanjati. Što je najgore, misle da sve to mogu zamijeniti marketingom. Mogu, ali samo na kratki rok. Nije bitno što govo-riš, bitno je što radiš i što stvaraš. Možeš me prevariti jednom, dvaput ne.Prije svega treba biti poslovno uspješan i u otežanim okolnostima i nepovoljnom po-slovnom okruženju. Treba biti konkurentan i efikasan. Tek ste onda korisni i sebi i društvu, zajednici u kojoj živite i djelujete. No često je za „uspjeh preko noći” potrebno dvadeset i više godina mukotrpnog rada. Dakle, poduzeća sve više trebaju vizionare i vođe, spretne i obrazovane menadžere i konačno zadovoljne i motivirane vlasnike, dioničare i zaposlenike. Nema uspjeha bez jasne vizije poslovanja i poslovnih procesa, preuzimanja odgovornosti u ostvarenju za-crtanih ciljeva te bez kvalitetnog i stručnog tima i zaposlenika. I tu nije kraj, tu je tek po-četak, trebate imati kvalitetan i konkuren-tan proizvod koji kupac želi i kupiti i platiti. Ako imate sve to, imate temeljne preduvjete za poslovni uspjeh, pa onda i za društveno odgovorno poslovanje Da bi se to doista ostvarilo, svi to trebaju i željeti.Ne smije se posustati u stvaranju nove vri-jednosti, novih proizvoda koje tržište respek-tira jer tako postajete dio stvarne vrijednosti i u tom slučaju uvijek ste pobjednik, i to od-govorni pobjednik. To je smisao društvenog i odgovornog poslovanja, uz uvjet da oko sebe imate zadovoljne ljude, zajednicu i očuvanu prirodu. Kako imati oko sebe zado-voljne sve ljude? To je mudrost svih mudrosti i nitko nije još ni blizu odgovora. No, cilj je to kojem vrijedi težiti i tražiti odgovor.Društveno odgovorno poslovanje suvreme-na poslovna praksa definira kao davanje i više od onoga što zakonodavac očekuje, odnosno nalaže. Dakle, malo ste ispred svog vremena. U sadašnjosti već živite buduć-nost, što je privilegija koju drugi ne vide i nemaju. Društveno odgovorna poslovna praksa može se primijeniti na mnogo na-čina te pomaže tvrtkama da postanu kon-kurentnije i prepoznatljivije na tržištu, što je posebno bitno. Stoga je suština ovog kon-cepta stvaranje veće vrijednosti za zainte-resirane skupine, uz istovremeno smanjenje nepoželjnih aktivnosti koje nisu društveno prihvatljive.

Što bi, dakle, bilo temeljno pitanje od-govorne i održive gospodarske prakse?Samo razborit čovjek, mudar, organiziran i humano usmjeren pojedinac, uz mnogo hrabrosti, može djelovati u smjeru stvaranja održivih, optimalnih i uravnoteženih, teh-nološko prihvatljivih gospodarskih odnosa za svakoga tko želi raditi i stvarati i živjeti od svoga rada.Nažalost, treba i istaknuti da ima sve više pojedinaca, skupina i njihovih mentora koji žele dobro živjeti i bez truda i bez rada, a svi drugi su im krivci ili im trebaju biti pod-činjeni. To su oni koji su „bogom dani” i oni najčešće lažu, obmanjuju, stvaraju sustav prijevare, a što je najgore oni postaju naši idoli, mesije i vođe. To nije održivo. Kako ih prepoznati, demistificirati i razvlastiti, to je pitanje civilizacijskog dosega etike kao jedinog mjerila općih i posebnih vrijednosti i načela za svakoga od nas, bez iznimke.

Često smo u društvu, uključujući i gos-podarstvo, skloni da imamo dva lica: jedno interno i drugo za javnost. Ima li zadovoljnih zaposlenika, uspješnih tvrtki i razvijenog gospodarstva uz „dvostruko lice”?Čovjeka često frustrira da dijelom živimo, rekao bih, u zagađenom moralnom okolišu. Naučili smo govoriti jedno, a misliti drugo. Naučili smo ne vjerovati u trajne vrijedno-sti, ne primjećivati jedni druge i brinemo samo o sebi.Nažalost, i u hrvatskom društvu općenito je previše ne samo „dvostrukih lica” nego i da-leko opasnijih praksi za društvo – postojanje dvostrukih standarda i pravila, dvostrukog tumačenja pozitivnih zakonskih propisa, korupcije kao i ostalih dekadentnih pona-šanja. Sve navedeno je i rezultiralo današ-njom općom krizom društva, društvenom apatijom i letargijom, a u konačnici je do-velo do izrazitog društvenog jaza i podjela, političke nestabilnosti te atmosfere straha i neizvjesnosti, pokazujući da smo još uvijek tranzicijsko društvo.Ovakvi, duboko ukorijenjeni obrasci pona-šanja doveli su i našu ekonomiju do sadaš-njeg stanja. Po relevantnim gospodarskim pokazateljima nalazimo se na začelju među zemljama EU, strani investitori nas zaobila-ze, dok domaći investitori i kompanije – i to samo oni čiju volju i entuzijazam hrvatska birokracija još nije uspjela nadvladati – ne mogu sami na svojim leđima iznijeti više-

Tržište koje je samo za sebe idealna scena za omogućavanje razvo-ja, napretka i boljitka

kod nas je vrlo često poligon za ekstremna

djelovanja nečasnih skupina u kojima stra-

daju upravo oni koji žele dobro i vlastitoj

kompaniji i zajednici.

STRUČNA REVIJA UT

9 INTERvIEw


and processes, political and public-adminis-trative structures, capabilities and limitations in general. I would call that socially respon-sible behavior, which, unfortunately, is gener-ally not present in an expected and long-term sustainable manner. But here we are just talking about socially responsible behavior in general and pertaining to social groups, to the social and even political superstructure. We could say a lot about this, unfortunately, not too many nice things... So mostly we talk about corporate social responsibility inher-ent only to economy, because it is largely the creator and “engineer” of our technologi-cal and economic realities, and of our living conditions.And what do we have in reality a without long-term sustainable economy? We have nothing, least of all hope. If you are healthy, young, educated and want to work, but you are unemployed and have nowhere to work, I ask you - where is sustainable development? You can not start a family, because family, among other things, is an economic com-munity. There is no future here. I see no guilt or responsibility that should be placed on any economic operator, the economy in general or entrepreneurship. Responsibility lies only with the people, the community that we our-selves construed, the community in which we live, the general morality of society, or rather “quasi-morality” is responsible, rather than ethics which has been pushed aside. Morality without ethical principles will not ensure the future, let alone a sustainable one. To conclude, sustainable development fully meets all or most of the overall and differ-ent needs of the present generation without compromising future generations in secur-ing their future expected and necessary de-mands and needs. Specifically, sustainable concepts and projects today should become a natural and integral parts of our lives. Have we achieved this? Unfortunately, only par-tially. Will future generations come closer to achieveing this goal? I am sure they will, they will be forced to implement such a concept.

What can be done to make a socially re-sponsible approach to the business pro-cess dominant in the Croatian economy?Many companies in Croatia are not manag-ing well under the new economic and socio-environmental conditions of doing business. They can not meet even the minimum legal obligations, which are increasing every day, and can only dream about corporate social

responsibility. What is worse, they think that all of this can be replaced by marketing. It can, but only in the short term. It does not matter what you say but what you do and what you create. You can fool me once, but not twice.First of all, you have to be commercially successful in difficult circumstances and an unfavorable business environment. You need to be competitive and efficient. Only then are you useful to yourself and to society, the community in which you live and act. But often “overnight success” requires more than twenty years of hard work. Therefore, companies increasingly need vi-sionaries and leaders, skilled and educated managers, and finally satisfied and moti-vated owners, shareholders and employees. Success is impossible without a clear vision of operations and business processes, with-out taking responsibility for achieving set goals, and without a professional, high-qual-ity team and employees. And it does not end there, that is only the beginning, you need to have a quality and competitive product that the customer wants to buy and pay for. If you have all this, you have the basic prerequisites for business success and therefore for corpo-rate social responsibility. In order to actually achieve this, everyone needs to be on board.We must not give up on creating new value, new products that the market respects be-cause this is how you become part of a real value and you are always a winner, a winner who is responsible. This is the meaning of so-cial and responsible behavior, provided that you are surrounded by a satisfied community, people and a preserved nature. How can you surround yourself with satisfied people? This is the wisdom of all wisdom, and no one has yet come close to an answer. But this is a goal worth aspiring to and a question worth answering.Modern business practice defines corporate social responsibility as giving more than what the legislator expects or requires. So, it means being a little ahead of your time. You are already living the future in the present, which is a privilege that others do not see and do not have. Socially responsible business practices can be applied in many ways and help companies become more competitive and recognizable on the market, which is especially important. Therefore, the essence of this concept is to create greater value for stakeholders, while reducing the undesirable activities that are not socially acceptable.

The market, which in itself is the ideal scene for facilitating development, progress and prosperity, in our country is very often a testing ground for extreme actions of dishonorable groups, and those who want to do good for their com-pany and the commu-nity come to grief in the end.

www.utm.hr


10 INTERVJU

godišnje nagomilane probleme. Uz ta dvostruka mjerila nema zadovoljnih zaposlenika i uspješnih kompanija niti za-dovoljnog društva. U gospodarskom sektoru kad „maske padnu” posljedice su ozbiljne jer je tržište okrutno, ne zaboravlja i ne oprašta, a konkurencija je nemilosrdna. Posljedica „dvostrukog lica” u gospodarstvu može biti i prestanak poslovne aktivnosti kompanije, a to istinski društveno odgovorne kompanije sebi zasigurno neće dopustiti.Da, zaista je vrlo teško u ovakvim uvjetima djelovati i imati istovremeno zadovoljne vlasnike, dioničare, zaposlenike, poslovne partnere, bankare i biti uspješan i društveno odgovoran. No, imamo i društvo i zajednicu upravo onakve kakve i zaslužujemo. I za to smo odgovorni, nažalost tu često nema ni trunke društveno odgovornog ponašanja, a kamoli poslovanja.

Koje sve segmente DOP-a uključujete u Iliriji d.d., koje su prepreke, a što najlakši zadaci u odgovornom poslovanju i održivom razvoju?Već duži niz godina u hrvatskom gospodar-skom sustavu primjenjuje se indeks DOP za ocjenjivanje odgovornih praksi i poslovanja po uzoru na međunarodnu metodologiju. Dobitnici smo priznanja za društveno od-govorno poslovanje 2011. i 2012. godine u kategoriji srednje tvrtke. Ujedno smo prva i jedina turistička kompanija nositeljica pri-znanja za društveno odgovorno poslova-nje, koje dodjeljuje Hrvatska gospodarska komora u suradnji s Hrvatskim poslovnim savjetom za održivi razvoj. Društveno odgovorno poslovanje u Iliriji d.d.

posebno se reflektira u sljedećim područji-ma: kontinuirani ekonomski rast i razvoj, ostvarivanje primjerenih poslovnih rezultata poslovanja, zaštita i obogaćivanje okoliša, odgovoran odnos prema zaposlenicima i sveukupan filantropski odnos prema široj regiji u kojoj djelujemo. Potvrdili smo svoju politiku društveno odgovornog poslovanja kao održivi model upravljanja tvrtkom koji potiče rast i razvoj tako da u procesu plani-ranja uzimamo u obzir ne samo ekonomske nego i okolišne i društvene učinke koji su rezultat aktivnosti tvrtke. Indeks DOP-a procjenjuje učinak u glavnim područjima društveno odgovornog poslovanja, a to su ekonomska održivost i strateška orijentacija na društveno odgovorno poslovanje, radna okolina, zaštita okoliša, ulaganje u zajedni-cu i tržišni odnosi.Ilirija d.d. se u svakodnevnim aktivnostima drži principa da poslovne odluke pokazuju posvećenost održivom razvoju. Ekonomska nam odgovornost nalaže da ostvarujemo poslovnu dobit kako bismo poduprli eko-nomski rast i bolji materijalni status naših zaposlenika i dioničara-vlasnika. Na vrije-me prepoznajemo potrebu za neprestanim ulaganjem u razvoj i nove tehnologije kao osnove za budući uspjeh te za otvoreni i iskreni dijalog s interesnim skupinama u lokalnoj zajednici. Zdravlje i sigurnost naših zaposlenika, susjeda i gostiju od najviše su nam važnosti, kao i kontinuirano upravlja-nje okolišem.

Uspješnog i odgovornog poslovanja nema bez menadžmenta tvrtki, ali i pot-pore regionalnih i nacionalnih instituci-

Antipoduzetnička klima u Hrvatskoj vrlo često prerasta u histe-riju. Kao da je sramot-

no biti poduzetnik, vla-snik. Često odgovorni poduzetnici bez razlo-

ga trpe beskrupulozne napade sa svih strana.

Naglašavam – odgovor-ni i časni poduzetnici.

STRUČNA REVIJA UT

11 INTERvIEw


What, then, is the fundamental issue of responsible and sustainable business practice?Only a sensible man, a wise, organized and humane individual, with a lot of courage, can work towards creating sustainable, optimal and balanced, technologically acceptable economic relations for anyone who wants to work, create and live from their work.Unfortunately, we need to point out that there are more and more individuals, groups and their mentors who want to live well and with-out effort or hard work, and for them everyone else is to blame or to be subordinate. They are the ones who are “God-given”, and they usu-ally lie, deceive, create a system of fraud, and the worst thing is that they become our idols, messiahs and leaders. This is not sustainable. How to recognize, demystify and expropri-ate them is a question of civilization and level of ethics as the sole criteria of general and special values and principles for each of us, without exception.

In society, including the economy, we often tend to have two faces: one inter-nal and another one for the public. Can there be satisfied employees, successful companies and a developed economy with a “double face”?People are often frustrated by the fact that we partially live in what I would call a contami-nated moral environment. We have learned to say one thing and think another. We have learned not to believe in lasting values, not to notice each other and we care only about ourselves.Unfortunately, in Croatian society in general there are not just too many “double faces”, but also far more dangerous practices for society - the existence of double standards and rules, the double interpretation of positive legal regulations, corruption, and other decadent behavior. All this has resulted in today’s general crisis of society, social apathy and lethargy, and eventually led to an extreme social gap and division, political instability and a climate of fear and uncertainty, showing that we are still a society in transition.Such deeply rooted behavior patterns have led our economy to the current situation. Accord-ing to relevant economic indicators, we are at the bottom among EU countries, foreign investors are bypassing us while local inves-tors and companies - and only those whose will and enthusiasm have not been crushed by Croatian bureaucracy - can not on their

own resolve years of accumulated problems. With such double standards, there can not be satisfied employees, successful companies or a satisfied society. When the “masks fall” in the economic sector, the consequences are serious because the market is cruel, it does not forget nor forgive, and competition is fierce. The consequence of a “double face” in economy can also be the termination of a company’s business activities, something that truly socially responsible companies will certainly not allow.Yes, it really is very difficult to work in these conditions and at the same time have satisfied owners, shareholders, employees, business partners, bankers, and be successful and so-cially responsible. But we have precisely the society and community that we deserve. And for that we are responsible, unfortunately here one can not find a shred of corporate social responsibility, let alone business responsibility.

What segments of CSR have you incorpo-rated in Ilirija d.d., what are the obstacles and what the easiest tasks in corporate responsibility and sustainable develop-ment? For a number of years the CSR Index has been used in the Croatian economic system to assess responsible practices and operations modeled on international methodology. We have received awards for corporate social responsibility in 2011 and 2012 in the cat-egory of medium-sized companies. We are also the first and only tourism company that won awards for corporate social responsibility, awarded by the Croatian Chamber of Econo-my in cooperation with the Croatian Business Council for Sustainable Development. Corporate social responsibility in Ilirija d.d. is especially reflected in the following areas: sustainable economic growth and develop-ment, the realization of appropriate business results, the protection and enrichment of the environment, a responsible attitude towards employees and the overall philanthropic rela-tionship with the wider region in which we op-erate. We reaffirmed our policy of corporate social responsibility as a sustainable model of company management that encourages growth and development so that the planning process takes into account not only economic but also environmental and social impacts resulting from the company’s activities. The CSR Index assesses the impact in the main ar-eas of corporate social responsibility, namely economic viability and strategic orientation

The hostile business climate in Croatia often turns into hyste-ria. As if it is shameful to be an entrepreneur, an owner. Responsible entrepreneurs some-times for no reason suffer ruthless attacks from all sides. I empha-size - these are respon-sible and honorable entrepreneurs.

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12 INTERVJU

ja. Kako je to u Hrvatskoj? A u turizmu?Suradnja i dijalog društveno odgovorne kompanije s tijelima javne vlasti, jedinica-ma lokalne i regionalne samouprave, struč-nim poslovnim udruženjima i nevladinim udrugama je očekivana, poželjna i bitna pretpostavka ako svi skupa želimo uspješ-no, pravovremeno i efikasno odgovoriti na ekonomske i ostale potrebe društva. To su, dakako, idealni i poželjni uvjeti poslovanja za svaki menadžment.Nažalost, danas to zvuči više utopijski nego stvarno. Nadam se da neće ostati i trajno utopijski za kompanije koje danas posluju u Hrvatskoj. Ima i vrijednih i pozitivnih izni-maka, u turizmu posebice. Zato nam i jest turizam donekle uspješan.Tržište koje je samo za sebe idealna scena za omogućavanje razvoja, napretka i boljitka kod nas je vrlo često poligon za ekstremna djelovanja nečasnih skupina u kojima stra-daju upravo oni koji žele dobro i vlastitoj kompaniji i zajednici. To bi trebalo elimini-rati. Za to su odgovorne institucije sustava. No vrlo se često institucije sustava pokažu kao nositelj „lažnog dijaloga” i nečasnih radnji, bez obzira na to što na gospodarskoj i društvenoj sceni pokazuju umiljato lice. One često taktiziraju između svojih obve-za i očekivanja i onoga što ih održava na površini, na poziciji vladanja i upravljanja.Za implementaciju i integraciju načela druš-tveno odgovornog poslovanja u poslovni proces hrvatskih kompanija najzaslužniji su ponajviše njihovi vlasnici, dioničari i me-nadžment. Prateći promjene u zemljama EU i ostatku svijeta, oni shvaćaju da – ako želimo biti dio toga svijeta – moramo početi mijenjati odnos prema svim sudionicima poslovnog procesa i zajednici općenito ne čekajući državne institucije. No, za to često ne uživaju razumijevanje ni institucija ni društvenih skupina općenito. Antipoduzetnička klima u Hrvatskoj vrlo če-sto prerasta u histeriju. Kao da je sramotno biti poduzetnik, vlasnik. Često odgovorni poduzetnici bez razloga trpe beskrupulo-zne napade sa svih strana. Naglašavam – odgovorni i časni poduzetnici. Oni koji to nisu čine veću i ogromnu štetu upravo odgovornim poduzetnicima nego društvu općenito. Oni bi trebali nestati s poduzetnič-ke i gospodarske scene i za to su zadužene institucije. No često bude obratno.

Unatoč negativnim ocjenama sadašnjeg stanja, imate li osjećaj da se ipak ponešto

mijenja?Svakako, mijenja se. U Hrvatskoj tek po-sljednjih nekoliko godina Vlada i nadlež-na ministarstva počinju shvaćati važnost društveno odgovornog poslovanja kao nove etike u poslovanju i načina u upravljanju kompanijom. Na Nacionalnoj konferen-ciji o društveno odgovornom poslovanju održanoj u ožujku 2014. godine Vlada RH je najavila da priprema izradu strategije o DOP-u kojom će usmjeravati, pomagati, poticati i zakonima unapređivati društveno odgovorno poslovanje. To je svakako dobra vijest ako strategija dočeka svjetlo dana i ne ostane samo mrtvo slovo na papiru. Ako želimo učiniti velik iskorak za promo-ciju društveno odgovornog poslovanja vrlo je značajna suradnja tijela javne vlasti s poslovnim subjektima koji su u temeljna načela svog poslovanja i strategije imple-mentirali načela održivosti i odgovornosti. Stoga je potrebna suradnja i dijalog, s jedne strane, onih koji imaju volju, moć i zakono-davni okvir da najviše učine za promociju DOP-a te s druge strane nas poslodavaca koji imamo iskustvo, znanja, resurse i kon-stantnu želju za unapređenjem. No, bez značajne promjene odnosa „na terenu”, odnosno na regionalnoj i lokal-noj razini ni strategija o DOP-u neće biti od veće koristi ako se kompanije ne budu mogle razvijati, investirati ili jednostavnije rečeno – poslovati u normalnim uvjetima kao kompanije u ostalim zemljama EU. Poslodavci u Hrvatskoj suočavaju se s broj-nim izazovima i često nailaze na nerazu-mijevanje, bilo u odnosima s tijelima javne vlasti bilo s jedinicama lokalne i regionalne samouprave. U takvim uvjetima teško je pro-fitabilno poslovati, investirati i zapošljavati te istovremeno to raditi održivo i odgovorno prema svim dionicima, a ne samo akterima usko vezanim uz kompaniju kao što su vla-snici odnosno dioničari.

Kako je s turizmom po tom pitanju i kakva je poruka?Ponosan sam što je Ilirija prva, ali nažalost još uvijek i jedina turistička kompanija no-siteljica priznanja za društveno odgovorno poslovanje te ujedno jedina članica Hrvat-skog poslovnog savjeta za održivi turizam iz turističkog sektora. Mnoge turističke kom-panije zasigurno nisu svjesne da u svom poslovanju već provode načela održivosti i odgovornosti, posebice u sferi očuvanja okoliša, potom na području transparentnog

Kad je riječ o turizmu, ponosan sam što je

Ilirija prva, ali naža-lost još uvijek i jedina turistička kompanija

nositeljica priznanja za društveno odgovorno poslovanje te ujedno

i jedina članica Hrvat-skog poslovnog savje-

ta za održivi turizam iz turističkog sektora.

Odgovorne tvrtke ra-zvijaju društvo, potiču napredak, one „stvara-

ju novac”, a ne banke. Proizvodnja roba,

proizvoda i usluga osigurava budućnost i vrijednost za novac.

No, novac često nije i jedino mjerilo svih

stvari.

13 INTERvIEw


on corporate social responsibility, working environment, environmental protection, com-munity investment and market relations.In its daily activities Ilirija d.d. adheres to the principle that business decisions demon-strate commitment to sustainable develop-ment. Economic responsibility requires us to achieve an operating profit in order to support economic growth and better financial status of our employees and shareholders-owners. We recognize on time the need for continual investment in research and new technologies as the basis for future success and for open and honest dialogue with stakeholders in the local community. The health and safety of our employees, neighbors and guests is of para-mount importance to us, as well as continuous management of the environment.

Successful and responsible business is not possible without companies’ man-agement, as well as support from re-gional and national institutions. What is the situation like in Croatia? And in the tourism industry?Cooperation and dialogue between a socially responsible company and public authorities, local and regional governments, professional business associations and NGOs is an expect-ed, desirable and essential prerequisite if we all want to successfully, timely and effectively re-spond to economic and other needs of society. These are, of course, the ideal and desirable operating conditions for any management.Unfortunately, today this sounds more utopian than real. I hope it will not stay permanently utopian for companies that operate in Croa-tia. But there are also valuable and positive exceptions, especially in tourism. That is why tourism in our country is somewhat successful.The market, which in itself is the ideal scene for facilitating development, progress and pros-perity, in our country is very often a testing ground for extreme actions of dishonorable groups, and those who want to do good for their company and the community come to grief in the end. This should be eliminated. And the responsibility lies with the institutions of the system. But very often institutions are revealed as the agents of “false dialogue” and dishonorable actions, even though they put on an innocent face on the economic and social scene. They often use tactics, balancing between their obligations and expectations and what keeps them on the surface, in a rul-ing and governing position.Those who are most deserving for the imple-

mentation and integration of corporate social responsibility principles in the business pro-cess of Croatian companies are their owners, shareholders and management. By keeping track of changes in the EU and the rest of the world, they realize that - if we want to be a part of that world - we have to start changing our attitude towards all participants of the busi-ness process and the community in general, without waiting for government institutions. But they often do not receive understanding from institutions or social groups in general. The hostile business climate in Croatia often turns into hysteria. As if it is shameful to be an entrepreneur, an owner. Responsible en-trepreneurs sometimes for no reason suffer ruthless attacks from all sides. I emphasize - these are responsible and honorable entrepre-neurs. Those who are not cause an enormous damage to responsible entrepreneurs and to society in general. They should disappear from the business and economic scene, and the institutions are responsible for this. But often it is the other way around.

Despite the negative assessments of the current situation, do you have the feeling that something is changing?There are definitely some changes occuring. In Croatia, only in the last few years have the Government and relevant ministries come to realize the importance of corporate social re-sponsibility as a new ethics in business compa-ny management. At the National Conference on CSR held in March 2014 the Government announced it was developing a strategy on CSR which will guide, assist, encourage and promote corporate social responsibility. This is definitely good news if the strategy ever sees the light of day and does not remain a dead letter. If you want to make a big step forward in promoting corporate social responsibility, then great significance lies in the coopera-tion of public authorities and businesses that implemented the principles of sustainability and responsibility into their business opera-tions and strategies. Therefore we need co-operation and dialogue, on the one hand, between those who have the will, the power and the legislative framework to do the most for the promotion of CSR, and on the other hand, us employers who have the experience, knowledge, resources and a constant desire to improve. However, without a significant change in at-titude “on the ground”, i.e. at the regional and local levels, the strategy on CSR will not be

Responsible compa-nies develop society, encourage progress and “create money”, not the banks. The production of goods, products and services ensures the future and the value for money. But money is often not the only measure of all things.

When it comes to tou-rism, I am proud that Ilirija is the first, but unfortunately still the only tourism company that received awards for corporate social responsibility, and also the only mem-ber of the Croatian Business Council for Sustainable tourism that comes from the tourism sector.


14 INTERVJU

poslovanja jer su mnoge od njih dionička društva čije dionice kotiraju na burzi i stoga je jedan dio njihovog poslovanja već javan i transparentan. Pozivam ih da nam se pri-druže i da hrvatski turizam svi zajedno uči-nimo dugoročno konkurentnijim, održivim i prepoznatljivim. To je naša obveza. Jer gdje postoji velika volja nema velikih prepreka, a držim da u hrvatskom turizmu među ljudi-ma, poduzetnicima postoji ogromna volja. Iskoristimo to za sebe i za društvo u cjelini.

Trebao bi postojati visoki stupanj ko-relacije odgovornog poslovanja i održivog razvoja s etikom, stručnošću i transparentnošću poslovnih pa i političkih odluka. Može li ih biti u društvu suočenim s krizom morala i upitnih kom-petencija lidera? Kako okrenuti smjer i vratiti se izgradnji pravih vrijednosti i uspješnijeg gospodarstva?Adekvatnu zamjenu za riječ održivo često pronalazim u terminu uravnoteženo, ili možda još bolje – ravnoteža. Ako u brod ukrcate sav teret na jednu stranu, on će se vrlo brzo potopiti, ako pola godine imate samo sunčane dane, bez imalo kiše, pola vegetacije će se posušiti. Ravnoteža nije samo prirodni fenomen održivosti nego je u jednakoj mjeri karakteristična i za ukupne društvene pa i ekonomske odnose. Bez jednog od spomenuta tri stupa društve-no odgovornog poslovanja „nema zgrade”, a isto tako nema ni društveno odgovornog poslovanja. Njihova međuovisnost je temelj napretka i razvoja boljeg društva u cjelini. Nikada ni jedan ne smije ekstremno domi-nirati nauštrb drugog. Zamislite da prirodu odnosno njena bogatstva radi „kvaziodr-živosti” ljudska ruka ne smije niti taknuti. „Drugi ekstrem”, koji je također prisutan, je da manjina ljudi ili skupina „ekonomskom snagom i silom” potpomognuta politikom i „civiliziranom represijom” drži većinu apso-lutno ovisnom o svojim odlukama. I tome bi jednog dana bio kraj jer nije održivo. Konač-no, na djelu je često i „treći ekstrem” iz održi-vog djelovanja, društveni, koji je posljedica solidarnosti i koji se često manifestira kao pravo na mirovinsku, zdravstvenu, socijalnu zaštitu i sl. Evo primjera iz naše stvarnosti. Kako i na koji način da jedan zaposlenik u hrvatskom gospodarstvu osigura adekvat-nu mirovinsku i svaku drugu zaštitu jednom umirovljeniku? To nije moguće, to je neodr-živo. Neodrživo je da hrvatsko gospodarstvo u cjelini bude uspješno kada su porezna i

fiskalna opterećenja takva da neminovno uguše svakog tko nije natprosječno sposo-ban i efikasan. A takvih je u gospodarstvu manjina. I zato hrvatsko društvo odnosno Hrvatska kao država nikada u zadnjih 25 godina nije vratila ni kune glavnice duga, niti će vratiti u skoroj budućnosti. Dižu se novi, uvećani krediti da bi se tobože vratili stari. Dakako, uvećani su za kamatu. I to je na duži rok neodrživo. Tako dolazimo na vaše pitanje o korelaciji održivog razvoja s etikom, stručnošću, kri-zom moralnih vrijednosti i upitnim kompe-tencijama lidera. Odgovor nije jednostavan. Bojim se da upravo u tim liderima vidimo i svoju sliku, svoje lice ili naličje. Njihovo ponašanje, htjeli mi to ili ne htjeli, odraz je većine naših moralnih, ljudskih i etičkih dosega, bolje reći ograničenja. Svakim da-nom žanjemo ono što sijemo i tako će biti još dugo. Samo oni koji to prepoznaju, koji to vide imaju šansu da se održe i opstanu, oni će i dalje zagovarati održivost i to im je obveza. U kojoj mjeri će uspjeti, to je drugo pitanje.

U turizmu se sve češće sučeljavamo s nelojalnom konkurencijom zbog koje se u nekim slučajevima ruše cijene ispod granica rentabilnosti (održivosti), uvoze robe koje su raspoložive na domaćem tržištu te ucjenjuju proizvođači. Zapošljavaju se sezonci koji ruše ci-jenu rada stalno zaposlenima – je li to održivost? Kako naći pravu mjeru između poslovne uspješnosti i društvene odgovo-rnosti?Postavili ste više pitanja na koja odgovo-ri nisu jednoznačni. Konkurencija zna biti istinski nelojalna u rušenju cijena. Imamo vanjsku konkurenciju koja djeluje drugači-jim mehanizmima i s takvim ulaznim troš-kovima da joj često ne možemo konkurirati cijenama. Unutarnja se konkurencija doga-đa najmanje na dvije razine. Prva je sudbina turizma da je fleksibilnost na strani kupca. On može izabirati iz ponude cijelog svijeta i čini to sve mudrije i sve kasnije čekujući „last minute” ponudu, znajući da u svakom trenutku u svakoj većoj destinaciji postoje tisuće praznih kreveta. U tome netko uvi-jek prvi „izgubi živce” i krene s pretjeranim popustima. Ipak mislim, kad su u pitanju profesionalci koji rade na dugu stazu, da je damping cijena minimalan. No, uvijek ima nekih koji su u ovaj posao „zalutali”. Drugi je hrvatski problem enormna zastupljenost tzv.

Što u stvarnosti imamo bez na duži rok odr-

živog gospodarstva? Nemamo ništa, naj-

manje nadu. A živjeti bez nade znači prestati

živjeti. Ako ste neza-poslen, a zdrav, mlad

i obrazovan i želite raditi, a nemate gdje, pitam vas – gdje je tu

održivi razvoj?

STRUČNA REVIJA UT


15 INTERVIEw

useful if companies are unable to develop, in-vest or simply put - operate under normal con-ditions like companies in other EU countries. Employers in Croatia are faced with many challenges and often with misunderstand-ing, either in relations with public authorities or with local and regional self-government units. In such conditions it is difficult to prof-itably operate, invest and employ, and at the same time to work sustainably and responsibly towards all stakeholders, not just the actors closely related to the company, such as owners or shareholders.

What is the situation in tourism in this regard, and what is the message?I am proud that Ilirija is the first, but unfor-tunately still the only tourism company that received awards for corporate social re-sponsibility, and also the only member of the Croatian Business Council for Sustainable Development that comes from the tourism sector. Many tourism companies are cer-tainly unaware that they already implement principles of sustainability and responsibility in their operations, particularly in the sphere of environmental protection and the area of transparent business, because many of them are joint-stock companies whose shares are listed on the stock exchange and therefore a part of their business is already more public and transparent. I invite them to join us and that we together make Croatian tourism com-petitive, sustainable and distinctive in the long run. This is our obligation. For where there is a strong will, there are no major obstacles, and I believe that in Croatian tourism there is great will among people and entrepreneurs. Let us make the most of it for ourselves and for society as a whole.

There should be a high degree of corre-lation of corporate social responsibility and sustainable development with eth-ics, professionalism and transparency of business and even political decisions. Is this possible in a society faced with the crisis of morality and with leaders of questionable competences? How do we change direction and return to build-ing real values and a more successful economy?An adequate replacement for the word sus-tainable would in my opinion be the term balanced, or maybe even better - balance. If you load a ship with cargo only on one side, it will soon capsize and sink, if you only have

half a year of sunny days, with no rain, half of the vegetation will dry out. Balance is not only a natural phenomenon of sustainability, but is characteristic of overall social and even economic relations. Without one of the three pillars of corporate social responsibility, there is “no building”, and so there is no corporate social responsibility. Their interdependence is the basis for prog-ress and development of a better society as a whole. One can never extremely dominate at the expense of the other. Imagine that the human hand could not touch nature and its resources because of “quasi-sustainability”. “The other extreme”, which is also present, is that a minority of people or groups pos-sessing “economic strength and power” and supported by policy and “civilized repression” keeps the majority absolutely dependent on its decisions. This also would one day come to an end because it is not sustainable. Finally, there is often a “third extreme” of sustainable activity, the social one, which is the result of solidarity and which often manifests itself as entitlement to pension, health, social protec-tions, and so on. Here is an example from our reality. How and in what manner can one employee in the Croatian economy ensure adequate pension and any other protection for one pensioner? This is impossible, it is un-sustainable. It is unsustainable for Croatian economy to be successful as a whole when the tax and fiscal burdens inevitably stifle any-one who is not outstandingly capable and efficient. And such individuals are a minority within the economy. And this is why Croa-tian society and Croatia as a state have not returned a kuna of debt principal in 25 years, nor will they in the near future. New, larger loans are taken, purportedly to pay back the old ones. Of course, they are increased by in-terest. And this in the long run is unsustainable. Thus we come to the question of the correla-tion of sustainable development with ethics, expertise, crisis of moral values and question-able competence of leaders. The answer is not simple. I am afraid that in these leaders we see our own image, our face or our hidden side. Their behavior, whether we like it or not, reflects the majority of our moral, human and ethical reaches, or rather limits. Every day we reap what we sow, and this will be true for a long time. Only those who recognize and see this have a chance to survive, they will continue to advocate for sustainability and this is their obligation. To what extent they will succeed, that is another question.

What do we have in reality without a long-term sustainable economy? We have nothing, least of all hope. And to live wit-hout hope is to stop living. If you are unem-ployed, yet healthy, young, educated and want to work, but you have nowhere to work, I ask you - where is the sustainable deve-lopment?

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16 INTERVJU

privatnog smještaja koji ima daleko manje obveze spram države, zajednice i manje pa-rafiskalnih obveza, a naplaćuje dio iste druš-tvene rente koju koriste i unapređuju hoteli-jeri i organizirani turistički sektor. Najvećem dijelu to je dodatni posao i izvor prihoda, a to rađa konkurenciju među iznajmljivačima, ali obara ukupnu vrijednost destinacija kao i razinu gostiju u destinaciji. Isto tako, uvoz onih roba koje imamo na do-maćem tržištu obara vjerodostojnost naše turističke ponude jer je izvorna eno i gastro ponuda značajna sastavnica destinacije i motiv dolaska gostiju. Mi u Iliriji u svim se-gmentima potičemo i razvijamo partner-stvo s domaćim proizvođačima. Naravno, proizvođači moraju zadovoljiti kvalitetom i cijenama. Kod dijela velikih sustava koji su međunarodno umreženi imamo dvojake pojave, jedna je da mnogi naši proizvođači nemaju dostatne količine potrebnih roba, druga je princip ucjena o kojima me pitate.Što se tiče sezonaca, oni su i kod nas, kao i u većini svijeta, neminovnost turizma. Uza sav naš trud da produljimo vrijeme korištenja turističkih objekata, sezonskih radnika će u turizmu uvijek biti. Mi u Iliriji prema njima imamo jednaki tretman u prijavama i plaća-ma, slobodnim danima, količini rada... kao i prema stalnim djelatnicima. Poslovna uspješnost je razlog poslovanja i vlasnici, država, lokalne zajednice, radnici, partneri, dobavljači očekuju priljev novca. To je teret koji nosi poduzetnik, posebice u krizi koja u nas traje. No, pošten odnos spram

konkurenata, radnika, partnera i dobavljača je nužan, a uza sve teškoće on je ipak moguć. Poslovanje po „win-win” scenariju, dakle mo-delu u kojemu svi dobivaju, danas je temelj poslovanja u turizmu, koji mora uvažavati svoje okruženje i razvijati odnose sa svim akterima u društvu jer nije „tvornica u žici”.

Jesu li recesija i kriza izgovor da se udalji-mo od načela održivosti? Ili su održivost i odgovornost put izlaska iz kriza?Bez daljnjega, kriza ne može i ne smije biti izgovor za odbacivanje principa održivosti iz poslovne filozofije kompanije i njene stra-tegije poslovanja. To su načela na kojima Europska unija već duže vrijeme temelji kako svoje gospodarstvo, tako i društvo. Iako se danas mnogim gospodarskim subjektima u Hrvatskoj tako možda ne čini, uskoro će i kod nas načela i praksa društvene odgo-vornosti biti dominantan model vođenja kompanije.U višegodišnjoj gospodarskoj recesiji, koja nije zahvatila samo gospodarstvo, nego se već duže vrijeme suočavamo s daleko ve-ćim i opasnijim izazovima – općom krizom društva, njegovom podijeljenošću, potpu-nom ravnodušnošću, besperspektivnošću i ponajviše odlaskom mladih, obrazovanih i kompetentnih kadrova – održivost i od-govornost, iako su teško ostvarivi, nemaju alternativu. Naime sve što činimo posljedica je dobre i održive ideje, a ideje ne djeluju ako u njih – u životu i u poslu – ne vjerujemo. n

Poslovanje po „win-win” scenariju, dakle modelu u kojemu svi

dobivaju, danas je temelj poslovanja u

turizmu, koji mora uvažavati svoje okru-

ženje i razvijati odnose sa svim akterima u

društvu jer nije „tvornica u žici”.

STRUČNA REVIJA UT

17 INTERvIEw


In the tourism industry, we are increas-ingly confronted with unfair competition and in some cases prices are lowered be-low the limits of viability (sustainability), goods are imported that are available in the domestic market, and producers are blackmailed. Seasonal workers are hired, who lower the price of labor for full-time employees - is that sustainability? How do we strike a balance between business success and social responsibility?You have asked more questions to which the answers are not unambiguous. Competi-tion can be truly unfair in bringing down prices. We have foreign competition that operates with different mechanisms and with such input costs that we often can not compete with its prices. Internal competi-tion takes place on at least two levels. The first is the fate of tourism that flexibility is on the customer’s side. Customers can choose from offers all over the world, and they are doing it wiser and later, waiting for the “last minute” offer, knowing that at any time in every major destination there are thousands of empty beds. Someone al-ways “loses their temper” and starts offering excessive discounts. Still, I think that when it comes to professionals who work in the long run, there is minimum price dump-ing. But there are always those who “drift into” this business. Another problem that Croatia faces is the enormous presence of so-called private accommodation, which has far fewer obligations to the state and community and fewer para-fiscal obliga-tions, yet charges a part of the same social rent used and promoted by hoteliers and the organized tourism sector. For most of those providing private accommodation, this rep-resents extra work and income, which gives rise to competition among renters, but di-minishes the total value of a destination as well as the level of guests in the area. Likewise, importing those commodities that we have in the domestic market di-minishes the credibility of our tourism offer, because the original gastronomic offer is a significant component of the destina-tion and motivation for guests to visit us. We at Ilirija develop partnerships with lo-cal producers in all segments. Of course, producers must offer adequate quality and prices. With parts of large systems that are internationally networked we encounter a twofold phenomenon: one is that many of our producers do not have sufficient quanti-

ties of needed goods, the second is the prin-ciple of blackmail that you asked me about.As for seasonal workers, they are in our country, as in most of the world, an inevi-table part of tourism. Despite all our efforts to extend the period of using tourist facili-ties, there will always be seasonal workers in tourism. We at Ilirija treat them equally in terms of application and wages, days off, the amount of work... the same as we treat our permanent employees. Business success is the reason for doing business, and owners, the state, local com-munities, employees, partners and suppliers expect an inflow of money. It is the burden of the entrepreneur, especially in the cri-sis which is still present in our country. But fairness towards competitors, employees, partners and suppliers is necessary, and de-spite all difficulties, it is still possible. Doing business according to a “win-win” scenario, a model where everyone wins, is today the foundation of business in tourism, which has to respect its environment and develop relationships with all stakeholders in society because it is not a “factory surrounded by wire.”

Are the recession and crisis an excuse to move away from the principles of sus-tainability? Or are sustainability and responsibility a way out of the crisis?Without question, the crisis can not and must not be an excuse for throwing out the principles of sustainability from the busi-ness philosophy of a company and its busi-ness strategy. These are the principles on which the European Union has for a long time based its economy, as well as society. Although today many economic opera-tors in Croatia do not think so, soon in our country the principles and practice of social responsibility will be the dominant model of company management.In a multi-year economic recession, which has affected not only the economy, but has presented us with much larger and more dangerous challenges - the general crisis of society, its fragmentation, indifference, lack of prospects and young, educated and competent people leaving the country - sus-tainability and responsibility, even though difficult to attain, have no alternative. In fact, all that we do is the result of a good and sustainable idea, and ideas do not func-tion if we - in life and in business - do not believe in them. n

Doing business accor-ding to a “win-win” scenario, a model whe-re everyone wins, is today the foundation of business in tourism, which has to respect its environment and develop relationships with all stakeholders in society because it is not a “factory surroun-ded by wire.”

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društveno odgovorno poslovanje – formula za uspješnostut.pdfekonomije inspiraciju, ideju, viziju...

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