Polytechnic "Marko Marulic” in Knin
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Socially responsible business as a strategy for sustainable development of the company
No full textU suvremenom svijetu poslovanja od proizvođača se očekuje da osim same briga za vlastiti
proizvod, vode i politiku društveno odgovornog poslovanja, poštujući temeljne društvene i
moralne vrijednosti te vodeći brigu o dobrobiti zajednice. Sve veći broj poduzeća, shvaća da je
u poslovnu strategiju potrebno ugraditi brigu o društvu i životnoj sredini, što je svojevrsno
ulaganje u konkurentsku prednost i postizanje efikasnog poslovanja poduzeća s ciljem
poboljšanja dobrobiti društva u cjelini. Uspješna i ugledna poduzeća svoje poslovanje više ne
temelje isključivo na stjecanju maksimalne dobiti već u strategije poslovanja uključuju
primjenu principa društveno odgovornog poslovanja (DOP) na dobrovoljnoj osnovi u namjeri
usklađivanja poslovanja s potrebama društva te stvaranja visokih standarda života za interesno
utjecajne skupine (dionike) izvan i unutar poduzeća.
Cilj ovog rada je definirati društveno odgovorno poslovanje, te ukazati na brojne prednosti koje
proizlaze iz primjene društveno odgovorne prakse. Nadalje, cilj empirijskog dijela rada jest,
prikazati važnost utjecaja društveno odgovornog poslovanja prema potrošačima kao strategiju
održivog razvoja poduzeća.In the modern world of business, producers are expected not only to care for their products but
also to lead a policy of socially responsible business, respecting basic social and moral values
and taking care of the well-being of the community. An increasing number of companies realize
that it is necessary to incorporate care for society and the environment into the business strategy,
which is a kind of investment in competitive advantage and the achievement of efficient
business operations with the aim of improving the welfare of society as a whole. Successful and
reputable companies no longer base their operations solely on the acquisition of maximum
profit, but include in their business strategies the application of the principles of corporate social
responsibility (CSR) on a voluntary basis with the aim of harmonizing business with the needs
of society and creating high standards of living for interest-influential groups (stakeholders)
outside and within the company.
The objective of this paper is to define corporate social responsibility, and to point out the
numerous advantages that result from the application of socially responsible practices.
Furthermore, the aim of the empirical part of the study is to demonstrate the importance of the
impact of corporate social responsibility as a strategy for sustainable development
Analysis and perspectives of the development of rural areas of the Lika-Senj county
No full textLičko-senjska županija idealno je područje za razvoj ruralnog turizma koji danas postaje sve
popularniji kao oblik selektivnog turizma. Rast popularnosti Like kao turističke destinacije
vidljiv je posljednjih nekoliko godina. Unatoč sve većoj ponudi iz godine u godinu, ona još
uvijek nije dovoljna da zadovolji potražnju. Lokalno stanovništvo počelo je shvaćati potražnju
za blagodatima ovog područja, uključujući i turizam kao dio svoje kulture i aktivnosti. Uz sve
veću popularnost interneta, informacije su sada lako dostupne svima, bez obzira na njihovu
lokaciju. Upotreba interneta i njegova svjetska popularnost olakšala mu je ulogu idealnog
medija za oglašavanje. a web stranice su odabrane kao najprofitabilnija platforma. Ako su
učinkovite, pružaju sve važne informacije o poduzećima i korporacijama na jednom mjestu,
zato je većina tvrtki prisutna izravno putem svojih osobnih web stranica na internetu.Lika-Senj County is an ideal area for the development of rural tourism, which is becoming more
and more popular today as a form of selective tourism. The growth in popularity of Lika as a
tourist destination has been visible in the last few years. Despite the increasing supply from
year to year, it is still not enough to satisfy the demand. The local population began to
understand the demand for the benefits of this area, including tourism as part of their culture
and activities. With the increasing popularity of the internet, information is now easily
accessible to everyone, regardless of their location. The use of the internet and its worldwide
popularity has facilitated its role as an ideal medium for advertising and websites were chosen
as the most profitable platform. If they are effective, they provide all the important information
about businesses and corporations in one place, which is why most companies have a presence
directly through their personal websites on the internet
The role of public relations in marketing
No full textOvaj završni rad polazi od pretpostavke da su odnosi s javnošću i marketing povezane strane iste medalje u poslovnom komuniciranju. U eri u kojoj je komunikacija sveprisutna, a potrošači informirani i zahtjevni, razdvajanje ovih funkcija može biti kontraproduktivno. Umjesto toga, integracija odnosa s javnošću i marketinga može stvoriti snažan savez za uspješnu promociju organizacije, njenih proizvoda i usluga. Cilj ovog rada je istražiti ulogu odnosa s javnošću u marketinga, analizirati sličnosti i razlike između ove dvije discipline te proučiti modele integracije koje organizacije primjenjuju kako bi postigle sinergijske učinke. Također, razmotrit će se kako odnosi s javnošću doprinose upravljanju krizama unutar marketinškog konteksta i kako tehnološki napredak i digitalna era mijenjaju dinamiku ove interakcije. Kroz teorijske koncepte, praktične primjere i analize slučajeva, ovaj rad će istražiti ključne aspekte uloge odnosa s javnošću u marketingu i doprinijeti boljem razumijevanju kako ove dvije discipline zajedno oblikuju organizacijski uspjeh u današnjem poslovnom svijetu.This thesis starts from the assumption that public relations and marketing are two sides of the same coin in business communication. In an era where communication is ubiquitous, and consumers are informed and demanding, separating these functions can be counterproductive. Instead, the integration of public relations and marketing can create a strong alliance for the successful promotion of an organization, its products, and services. The aim of this paper is to explore the role of public relations in marketing, analyze the similarities and differences between these two disciplines, and examine the integration models that organizations employ to achieve synergistic effects. It will also consider how public relations contribute to crisis management within a marketing context and how technological advancements and the digital era are changing the dynamics of this interaction. Through theoretical concepts, practical examples, and case analyses, this paper will explore key aspects of the role of public relations in marketing and contribute to a better understanding of how these two disciplines collectively shape organizational success in today's business world
Monetary policy of the European Union
No full textEuropska unija predstavlja jedinstvenu političku i ekonomsku zajednicu država koja djeluje na području europskog kontinenta. Države su zatražile članstvo pa su na temelju toga morali ispuniti sve preduvjete koji su potrebni za članstvo. Nakon ispunjenja uvjeta postale su punopravne članice. Europska unija provodi određene politike, a te politike su između ostalog monetarna i fiskalna politika. Upravo je monetarna politika Europske unije predmet istraživanja i tema ovog diplomskog rada koju provodi Europska središnja banka. U radu su navedeni instrumenti Europske središnje banke koja provodi monetarnu politiku ove zajednice. Monetarna politika je vrlo važno područje djelovanje Europske unije te uz fiskalnu politiku predstavlja jednu od najvažnijih politika.The European Union represents a unique political and economic community of states operating on the territory of the European continent. The countries applied for membership, and on that basis they had to fulfill all the prerequisites necessary for membership. After fulfilling the conditions, they became full members. The European Union implements certain policies, and these policies include monetary and fiscal policies. It is the monetary policy of the European Union that is the subject of research and the topic of this thesis, which is being conducted by the European Central Bank. The paper lists the instruments of the European Central Bank, which implements the monetary policy of this community. Monetary policy is a very important area of activity of the European Union and, along with fiscal policy, it represents one of the most important policies
E-business intelligence in practice
No full textPoslovna inteligencija predstavlja proces prikupljanja podataka iz vanjskih i unutarnjih izvora,
uz pomoć analize i distribucije u vidu informacije te pomoću softvera dolazi do poslovne
odluke. Sve veći broj podataka, informacija predstavlja problem u analiziranju, međutim
razvojem tehnologije odnosno interneta razvija se i novi oblik poslovne inteligencije, eposlovna inteligencija koja omogućava lakše analiziranje i distribuiranje podataka kako bi
poslovni subjekti na jednostavniji način došli do odluke. U radu se stavlja naglasak na poslovnu
inteligenciju te e-poslovnu inteligenciju u poduzećima svih veličina. Za potrebe otkrivanja
stvarne slike o upoznatosti i primjeni e-poslovne inteligencije u hrvatskim poduzećima,
provedeno je istraživanje kojim se jasno ukazalo na prisutnost e-poslovne inteligencije u
poduzećima svih veličina, s jačim ili manjim intenzitetom, ali s jasnom potvrdom o njenoj
važnosti primjene u kvalitetnijem poslovnom odlučivanju.Business intelligence represents the process of collecting data from external and internal
sources, with the help of analysis and distribution in the form of information and with the help
of software, a business decision is reached. The growing number of data and information
presents a problem in analysis, however, with the development of technology, that is, the
Internet, a new form of business intelligence is also developing, e-business intelligence, which
enables easier analysis and distribution of data so that business entities can reach decisions in a
simpler way. The paper emphasizes business intelligence and e-business intelligence in
companies of all sizes. For the purposes of revealing the real picture of familiarity and
application of e-business intelligence in Croatian companies, a study was conducted that clearly
indicated the presence of e-business intelligence in companies of all sizes, with greater or lesser
intensity, but with a clear confirmation of the importance of its application in better business
decision-making
The use of GMO in food technology
No full textTema ovog rada je bila upotreba GMO-a u prehrambenoj tehnologiji. Genetski modificirani
organizmi su u posljednje vrijeme jako kontroverzna i nedovoljno istražena tema kojoj je
potrebno pristupiti s velikim oprezom jer su brojna znanstvena istraživanja koja dokazuju
prednosti i nedostatke ove tehnologije. Ova vrsta organizama postaje neizbježna u našoj
budućnosti jer se obradive poljoprivredne površine smanjuju uslijed urbanizacije,
industrijalizacije i sve većeg broja stanovnika iz dana u dan. GMO sa sobom nosi mnogo
prednosti kao što su povećani prinosi, otpornost na herbicide i insekte, otpornost na
nepovoljne okolišne uvjete tla i klime, ali u isto vrijeme ima brojne nedostatke po zdravlje
ljudi i okoliš jer može izazvati alergenost, prijenos genetskog materijala i prijenos otrovnih
tvari metabolizma potrošaču, te križanje sa konvencionalnim i divljim biljnim vrstama. Da bi
se kontroliralo prisustvo genetskih modifikacija u prehrambenom proizvodu pristupa se
metodama detekcije na bazi fenotipa, specifičnih proteina i analize nukleinske kiseline. Da bi
se očuvao okoliš i zdravlje potrošača tu su zakonske regulative na nacionalnoj i međunarodnoj
razini, odnosno regulativu koja tretira kontrolu, primjenu i stavljanje na tržište GMO-a i
njihovih proizvoda. Dvije najpoznatije međunarodne norme koje su obrađene u ovome
završnom radu su Codex Alimentarius i Cartagena protocol. Također da bi se za pojedinačne
genetski modificirane organizme odredile se i analizirale specifične osobine može se provesti
procjena rizika koja se odvija u 5 faza ili još jedan model za procjenu zdravstvene sigurnosti,
a to je komparativna procjena sigurnosti. Da bi GMO i njegovi proizvodi bili prihvaćeni,
zdravstveno sigurni za potrošače i okoliš i plasirani na tržište moraju se ispitivanja provoditi i
rezultati ispitivanja biti isti kao za konvencionalne prehrambene proizvode.The topic of this paper was the use of GMO-s in food technology. Recently, genetically
modified organisms have been a very controversial and insufficiently researched topic that
needs to be approached with great caution because there are numerous scientific studies that
prove the advantages and disadvantages of this technology. This type of organisms are
becoming inevitable in our future because arable agricultural areas are decreasing due to
urbanization, industrialization and increasing number of inhabitants day by day. GMO brings
with it many advantages such as increased yields, resistance to herbicides and insects,
resistance to unfavorable environmental conditions of soil and climate, but at the same time it
has numerous disadvantages for human health and the environment because it can cause
allergenicity, transfer of genetic material and transfer of toxic substances of metabolism to the
consumer, and crossing with conventional and wild plant species. In order to control the
presence of genetic modifications in food product, detection methods are based on phenotype,
specific proteins and nucleic acid analysis are used. In order to protect the environment and
the health of consumers, there are legal regulations at the national and international level, that
is, regulations that deal with the control, application and placing on the market of GMOs and
their products. Two well-known international norms that are treated in this final paper are
Codex Alimentarius and the Cartagena Protocol. Also, in order to determine and analyze
specific characteristics for individual genetically modified organisms there can be
implemented risk assessment that takes place in 5 stages or another model for health safety
assessment, which is a comparative safety assessment, can be reduced. In order for GMOs and
their products to be accepted, health-safe for consumers and the environment, and placed on
market, tests must be conducted and the test results must be the same as for conventional food
products
Advertising of small companies in special situations
No full textMale tvrtke za razliku od velikih imaju znatno manje resurse u vidu nižih budžeta i zaposlenih
koji se bave samo oglašavanjem, dok velike tvrtke imaju velike budžete te odjele unutar njih
samih koji se bave isključivo oglašavanjem. Isto tako, male tvrtke koje djeluju na određenom
području i imaju manju ciljanu skupinu kojoj se oglašavaju, mogu imati znatno veći utjecaj od
onih velikih. Kako bi se donijeli zaključci o navedenom predmetu istraživanja, prethodno je
važno definirati ulogu i specifičnosti primjene marketinga u malom poduzetništvu kao i
obrazložiti dosadašnja teorijska saznanja o pojmu oglašavanja. Analizirat će se oglašavanje
malih tvrtki u posebnim situacijama na primjeru Radio Drniš - male lokalne radio postaja koja
se sluša većinom u okviru lokalne zajednice Grada Drniša. Na kraju rada dati će se zaključna
razmatranja.Small companies, in contrast to large ones, have significantly fewer resources in the form of
lower budgets and employees who only deal with advertising, while large companies have
large budgets and departments within themselves that deal exclusively with advertising.
Likewise, small companies that operate in a certain area and have a smaller target group to
which they advertise can have a significantly greater impact than large ones. In order to reach
conclusions about the mentioned subject of research, it is important to first define the role and
specifics of the application of marketing in small businesses, as well as to explain the
theoretical knowledge about the concept of advertising. Advertising of small companies in
special situations will be analyzed using the example of Radio Drniš - a small local radio
station that is listened to mostly within the local community of the City of Drniš. At the end
of the paper, concluding considerations will be given
Stereotypes and consumer behaviour
No full textStereotipi su pojednostavljene mentalne reprezentacije i generalizacije o određenim društvenim
skupinama, temeljene na zajedničkim obilježjima koja im se pripisuju. Oni igraju značajnu
ulogu u formiranju percepcija i ponašanja potrošača. Stereotipi se formiraju kroz kognitivne
procese pojednostavljivanja informacija radi brže obrade. Iako ova brza obrada olakšava
donošenje odluka, stereotipi mogu voditi do netočnih prosudbi i diskriminacije.
U potrošačkom ponašanju, stereotipi utječu na donošenje odluka pri kupovini. Marketinške
kampanje koriste stereotipe kako bi ciljale određene potrošače, prilagođavajući poruke i
strategije prema pretpostavljenim interesima skupine. To može oblikovati potrošačke
preferencije, ali i postaviti etička pitanja o diskriminaciji.
Proučavanje ovog fenomena zahtijeva razumijevanje teorijskog okvira stereotipa, analizu
utjecaja stereotipa na potrošačku percepciju i odlučivanje, te istraživanje primjera stereotipa u
marketingu i oglašavanju. Nadilaženje stereotipa zahtijeva demokratične marketinške prakse
koje promiču raznolikost i reprezentaciju, potičući tako pozitivne promjene u društvu i tržištu.
Tema stereotipi i ponašanje potrošača pomaže u dubljem razumijevanju kako stereotipi oblikuju
ponašanje potrošača i kako se industrija može prilagoditi radi stvaranja pravednijeg tržišnog
okruženja.Stereotypes are simplified mental representations and generalizations about certain social
groups, based on common characteristics attributed to them. They play a significant role in the
formation of consumer perception and behaviour. Stereotypes are formed through cognitive
processes of simplifying information for faster processing. Although this rapid processing
facilitates decision-making, stereotypes can lead to incorrect judgments and discrimination.
In consumer behaviour, stereotypes influence purchasing decisions. Marketing campaigns use
stereotypes to target specific consumers, tailoring messages and strategies to the assumed
interests of the group. This can shape consumer preferences, but also raise ethical questions
about discrimination.
The study of this phenomenon requires an understanding of the theoretical framework of
stereotypes, an analysis of the impact of stereotypes on consumer perception and decisionmaking, and research into examples of stereotypes in marketing and advertising. Overcoming
stereotypes requires democratic marketing practices that create diversity and representation,
thus encouraging positive changes in society and the market.
The topic of stereotypes and consumer behaviour helps to gain a deeper understanding of how
stereotypes shape consumer behaviour and how the industry can adapt to create a fairer market
environmen
Development and modern forms of e-commerce within the framework of new technologies
No full textE-trgovina je kupnja i prodaja proizvoda i usluga na internetu. Kada je riječ o klasifikaciji Etrgovine valja istaknuti kako postoji nekoliko kategorija i to E-trgovina usluga, E-trgovina
digitalnih proizvoda te E-trgovina trgovaca koji se bave prodajom fizičke robe. E-trgovina djeluje
u nekoliko tržišnih segmenata i to business-to-business, business-to-consumer, Consumer-toconsumer, consumer-to-business, business-to-administration te consumer-to-administration.
Prednosti E-trgovine su globalni marketinški doseg, lakši način upravljanja, fleksibilnost i
pogodnost te niski operativni troškovi. S druge strane, nedostatci E-trgovine su ograničena izravna
interakcija, tehnički izazovi te briga oko sigurnosti podataka. Trendovi E-trgovine su mobilna Etrgovina, umjetna inteligencija (AI), animacija, društvene mreže, influencer marketing, izbor
dostavnih službi, lokalizacija E-trgovine, Pop Up trgovine i dr. E-trgovina prema suvremenim
modelima realizacije prihoda podrazumijeva skladištenje i veleprodaju, drop shipping, white
labeling, pretplatničku E-trgovinu i uslužnu proizvodnju.E-commerce is the buying and selling of products and services on the Internet. When it comes to
the classification of E-commerce, it should be pointed out that there are several categories, namely
E-commerce of services, E-commerce of digital products and E-commerce of retailers who sell
physical goods. E-commerce operates in several market segments, namely business-to-business,
business-to-consumer, consumer-to-consumer, consumer-to-business, business-to-administration
and consumer-to-administration. The advantages of e-commerce are global marketing reach, easier
management, flexibility and convenience, and low operating costs. On the other hand, the
disadvantages of E-commerce are limited direct interaction, technical challenges and concerns
about data security. E-commerce trends are mobile E-commerce, artificial intelligence (AI),
animation, social networks, influencer marketing, choice of delivery services, localization of Ecommerce, Pop Up stores, etc. E-commerce, according to modern models of revenue realization,
implies storage and wholesale, drop shipping, white labeling, subscription E-commerce and service
production
Influence of business intelligence on business success of large companies
No full textBusiness intelligence je proces prikupljanja i analize javnih podataka radi podrške
menadžmentu u donošenju informiranih poslovnih odluka u suvremenom poslovnom
okruženju. Nastao je zbog potrebe poduzeća da budu agilnija i bolje razumiju tržište,
konkurenciju i svoje poslovanje kroz dostupne informacije. Razvoj business intelligence
duboko je povezan s tehnološkim napretkom i evolucijom društva, posebno s prelaskom u eru
informacija. Povijest obavještajnih praksi, uključujući špijunažu, oblikovala je razvoj business
intelligence, iako su današnje business intelligence aktivnosti zakonite i usmjerene na javno
dostupne informacije. Ključni elementi business intelligence su podaci, informacije i znanje.
Kvaliteta podataka, uključujući istinitost, standardizaciju i verifikaciju, je ključna. Izazovi
uključuju informacijsko preopterećenje i „Velike podatke“, no upravljanje informacijama je
presudno. Business intelligence ciklus obuhvaća planiranje, prikupljanje, obradu, analizu i
distribuciju podataka dok poslovno-protuobavještajna djelatnost defenzivno štiti poslovne
tajne. Informacijska tehnologija i analitički alati podržavaju business intelligence, a softverski
alati su prilagodljivi. Business intelligence transformira poduzeća u analitičke subjekte, čineći
ih konkurentnijima i sposobnima za predviđanje trendova, ali ne donosi odluke, već doprinosi
odlučivanju u sadašnjosti temeljem informacija iz prošlosti koje će utjecati na ponašanje
poduzeća u budućnosti. Izazovi u implementaciji business intelligence uključuju tehničke i
organizacijske aspekte te sigurnost podataka, no uspješna implementacija donosi brojne
prednosti i omogućava organizacijama biti konkurentnije i efikasnije u suvremenom
poslovnom okruženjuBusiness intelligence is the process of collecting and analysing public data to support
management in making informed business decisions in the modern business environment. It
emerged from the need for companies to become more agile and better understand the market,
competition, and their operations through available information. The development of business
intelligence is deeply intertwined with technological advancements and societal evolution,
particularly the transition to the information age. The historical practices of intelligence,
including espionage, have shaped the development of business intelligence, although today's
business intelligence activities are lawful and focused on publicly available information. Key
elements of business intelligence include data, information, and knowledge. Data quality,
encompassing accuracy, standardization, and verification, is crucial. Challenges include
information overload and "Big Data”, but information management is paramount. The business
intelligence cycle involves planning, data collection, processing, analysis, and data
distribution, while business counterintelligence defensively protects business secrets.
Information technology and analytical tools support BI, and software tools are adaptable.
Business intelligence transforms companies into analytical entities, making them more
competitive and capable of predicting trends, but it does not make decisions. Instead, it
contributes to decision-making in the present based on past information that will influence a
company's future behaviour. Challenges in business intelligence implementation include
technical and organizational aspects and data security. However, successful implementation
brings numerous benefits and enables organizations to be more competitive and efficient in the
modern business environmen