The Influence of Religions on Business of Multinational Companies - The Case of Podravka

Ana Rabaðija, Vito Bobek and Tatjana Horvat
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Ana Rabaðija: Rasco d.o.o.
Vito Bobek: University of Applied Sciences FH Joanneum
Tatjana Horvat: University of Primorska

from University of Primorska Press

Abstract: The paper was created to show the influence of religions on multinational companies' business with particular emphasis on the company Podravka d.d. with its registered office in the Republic of Croatia. In addition to theoretical starting points in the field of international economics and religions, the paper also analyzes the company's operations, certification procedures, and consumer attitudes in the domestic market concerning business decisions related to the influence of religions, which the company has made in the last decade. These attitudes were analyzed using the method of descriptive statistics. The main conclusions are: religion has a significant impact on production processes, but also other parts of Podravka's business, consumer attitude towards adaptation to religious requirements is mostly positive, but also very pronounced neutrality of respondents and lack of information on topics such as halal and kosher certification. The results indicate the need to conduct a consumer information campaign and be used as a starting point for campaign preparation. It is suggested that after carrying out certain activities, the research be repeated in order to determine the success of the campaign.

Keywords: influence of religion; multinational company; certification; multiculturalism; market requirements (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:prp:micp20:265-276

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