Socially Responsible Business and Environment Preservation in the Example of Company „DM - Drogerie Markt CroatiaReport as inadecuate




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Entrepreneurial learning, Vol.2 No.2 December 2012. -

DM drugstores have been operating in Croatia since 1996. In 16 years of their activity in these areas, they have had a lot of success. They have developed a net of 128 shops in 57 towns and they have 1 103 employees. For several years in a row they have been chosen for «Employer of the year», proving to be the leaders on the labour market. Apart from being given regular salaries, which are above the average in the retail industry, all employees also get the 13th and 14th salary for Christmas and holidays. High salaries and the concern for society and environment are only some of the facts which make this company so special. In 2007 DM won the prize «Employer of the year for disabled people», in which the employment criteria included respect of legal practice and innovative recruitment and working relations with disabled people. This company pays particular attention to the important issue of environment, by encouraging ecologically responsible shopping in its branches. This project is called «DM green tour» and its aim is to remind and motivate people for an environment - friendly behaviour when shopping. The purpose of this action is to reduce the amount of disposable plastic bags discarded in the environment as they represent a significant environmental pollutant. Buyers are further motivated by getting more points on theirs DM consumer cards. From all the above mentioned, it can be concluded that DM drugstores are trying to operate according to the «win win» principle, by respecting their employees and consumers, as well as the society in which they live, by promoting environmental protection and social responsible business.

DM drugstores; Ecology; Employer of the year



Author: Zorica Rajčević - ; Obrazovna grupa Zrinski, Zagreb, Hrvatska Vlasta Ferenac - ; Obrazovna grupa Zrinski, Zagreb, Hrvatska Kati

Source: http://hrcak.srce.hr/



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