Repository ZSB Final papers Zagreb School of Business
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The role of job systematization in company organization - example of the Red Cross
No full textU organizacijama gdje su uspostavljeni hijerarhijski odnosi lakše je definirati zadatke, ovlaštenja, odgovornosti i kompetencije pojedinih radnih mjesta. To podrazumijeva jasno definiranu organizacijsku shemu kao i druge elemente organizacijske strukture (informacijski tokovi, procesi i dr.). Ljude u procesima i organizaciji u cjelini potrebno je shematski i stvarno međusobno povezati, tako da svaki zaposlenik zna svoju poziciju i status kao i linije komunikacija i obvezne suradnje. Pri tom se uspostavljaju linijski i hijerarhijski odnosi koji se moraju temeljiti na principu podređenosti svakog zaposlenika u organizaciji samo jednom rukovoditelju.In organizations where hierarchical relationships are established, it is easier to define the tasks, authorizations, responsibilities and competencies of individual positions. This implies a clearly defined organizational scheme as well as other elements of the organizational structure (information flows, processes, etc.). People in the processes and the organization as a whole need to be connected schematically and really, so that each employee knows his position and status as well as the lines of communication and mandatory cooperation. In doing so, line and hierarchical relationships are established, which must be based on the principle of subordination of each employee in the organization to only one manager
Marketing of a tourist destination on the example of Imotski region
No full textUloga marketinga u turizmu započinje zbog velike ekonomske važnosti usluga u suvremenom svijetu. Koordinacijska funkcija marketinga je vrlo važna u području turizma gdje je potrebna koordinacija kretanja ljudi, odnosno tržišta. Marketinški koncept podrazumijeva razvijanje proizvoda na samom početku proizvodnog ciklusa te osmišljavanje politike i strategije s ciljem postizanja korporativnih ciljeva. Razvoj turizma uvelike potiče razvoj turističke destinacije, jer se turistička destinacija mijenja i razvija zajedno sa promjenama na turističkom tržištu. Koncepcija marketinga u turizmu se temelji na činjenici kako organizacija u turizmu mora prodavati turističku destinaciju isto kako proizvođači prodaju svoje proizvode. Zbog čega je moguće upravljati turističkim destinacijama putem jednog turističkog proizvoda jer se tako lakše slijede zahtjevi tržišta i prilagođavaju se ukusima kupaca umjesto turističkim destinacijama koje imaju više turističkih proizvoda. Kako bi destinacija imala mogućnost planiranja svog budućeg razvoja, ona prvenstveno mora znati gdje želi biti, odnosno koje proizvode želi imati u svojoj ponudi. S obzirom da se proizvod turističke destinacije sastoji od niza direktnih elemenata ponude područja atrakcija, komunikacija i receptive te niza posrednih elemenata poput komunalne infrastrukture, proizvoda brojnih djelatnosti i tako dalje, strateško planiranje u marketingu je sastavni dio planiranja razvoja turističke destinacije a temelji se na cilju definiranja marketinških strategija destinacije kako bi se turistička destinacija pozicionirala na tržištu. Kako bi se potaknuo još veći razvoj Imotske krajine, potrebno je dobro osmisliti i međusobno koordinirati aktiviranje gospodarske cjelokupne raspoložive nematerijalne i materijalne resursne i atraktivne osnove kojima turistička destinacija raspolaže.The role of marketing in tourism begins due to the great economic importance of services in the modern world. The coordination function of marketing is very important in the field of tourism, where the coordination of the movement of people, that is, the market, is needed. The marketing concept implies the development of products at the very beginning of the production cycle and the design of policies and strategies with the aim of achieving corporate goals. The development of tourism greatly encourages the development of a tourist destination, because the tourist destination changes and develops together with changes in the tourist market. The concept of marketing in tourism is based on the fact that a tourism organization must sell a tourist destination in the same way that manufacturers sell their products. Which is why it is possible to manage tourist destinations through a single tourist product because it is easier to follow market requirements and adapt to customer tastes instead of tourist destinations that have several tourist products. In order for a destination to be able to plan its future development, it must first of all know where it wants to be, that is, what products it wants to have in its offer. Given that the product of a tourist destination consists of a number of direct elements of the offer of attractions, communications and reception and a number of indirect elements such as communal infrastructure, products of numerous activities and so on, strategic planning in marketing is an integral part of planning the development of a tourist destination and is based on the goal defining marketing strategies of the destination in order to position the tourist destination on the market. In order to encourage even greater development of the Imotski Krajina, it is necessary to properly design and mutually coordinate the activation of the economic entire available intangible and material resource and attractive basis that the tourist destination has
Media as a means of education or a means of abuse
No full textMediji su postali neizostavan dio naših života i imaju dubok utjecaj na odgoj djece i mladih. Naglašava se konstantno isticanje važnosti i utjecaja medija kroz živote pojedinaca i društva, posebno na odgoj djece i mladih. Medijska socijalizacija se ističe kao važan koncept koji ukazuje na utjecaj cjelokupne društvene komunikacije na pojedinca i razvoj socijalizacije. Također, postavljaju se mnoga pitanja o utjecaju medija na oblikovanje identiteta, posebno kod djece i mladih. S druge strane, naglašava se da mediji ne shvaćaju granice privatnosti i da naša ponašanja, djelovanja i mišljenja postaju dostupna svima. Ističe se da mediji imaju dubok utjecaj na odgoj djece i mladih te da je potrebno razvijanje kritičkog razmišljanja i medijske pismenosti kako bi se iskoristile pozitivne strane medija, dok se istovremeno zaštitimo od potencijalnih negativnih posljedica. Moć medija je velika. Mediji su snažan alat, stoga je važno da svi sudionici u odgoju mladih prepoznaju i iskoriste pozitivne mogućnosti koje mediji pružaju.The media have become an indispensable part of our lives and have a profound influence on the upbringing of children and young people. The importance and influence of the media throughout the lives of individuals and society, especially in the education of children and young people, is emphasized. Media socialization stands out as an important concept that indicates the influence of the entire social communication on the individual and the development of socialization. Also, many questions are asked about the influence of the media on the formation of identity, especially among children and young people. On the other hand, it is emphasized that the media does not understand the limits of privacy and that our behaviors, actions and opinions become available to everyone. It is emphasized that the media has a profound influence on the upbringing of children and young people and that it is necessary to develop critical thinking and media literacy in order to use the positive sides of the media, while at the same time protecting ourselves from potential negative consequences. The power of the media is big. The media is a powerful tool, therefore it is important that all participants in the education of young people recognize and use the positive opportunities that the media provide
The influence of reality programs young people
No full textRelativno novi žanr zabavne produkcije, reality televizija brzo je stekla popularnost među svim gledateljima, postavši jedna od najtraženijih i najunosnijih niša u masovnim medijima. Stvara iznimno privlačan, ponekad čak i zarazan sadržaj. To bi bilo u redu kada bi se njegova publika sastojala isključivo od odraslih: odrasli ljudi obično imaju uspostavljene modele ponašanja, oblikovane poglede i skloni su gledati na reality TV sadržaj kao na puku zabavu. Istodobno, veliki postotak gledatelja su tinejdžeri ili čak djeca – a u ovom slučaju svjetska popularnost reality showa možda i nije tako bezazlena. Televizijski reality programi potiču više razine aktivnosti publike nego tipični programi, prvenstveno zbog svog fokusa na obične ljude koji se natječu za nagrade, romansu i uspjeh. Stoga se publika može više emocionalno i kognitivno uključiti u programe. Producenti reality programa također su dobro iskoristili mrežne resurse, potičući različite vrste online aktivnosti nakon gledanja programa. U ovom diplomskom radu obrađuje se tema utjecaja reality programa na mlade, njegovo poimanje, početci te klasifikacija istoga. Definiraju se psihološki aspekti reality programa u okviru uključenosti mladih u same programe i zadovoljstva koje reality programi pružaju svojim konzumentima te se objašnjava društvo spektakla kao rezultat djelovanja navedenog formata televizijskog sadržaja. Također, bavi se objašnjavanjem namjerne manipulacije putem navedenog formata sadržaja na primjeru showa Big Brother. U središte problema stavlja se sam utjecaj reality programa na mlade, lakovjernost mladih prema istima, te osjećaji koje u njima izaziva konzumiranje reality sadržaja. Naglašeni su pozitivni i negativni utjecaji reality programa te se putem online anketnog upitnika istražilo kakve stavove i mišljenja mladi imaju o reality programu.A relatively new genre of entertainment production, reality television quickly gained popularity among all viewers, becoming one of the most sought-after and lucrative niches in the mass media. The thing is extremely attractive, sometimes even addictive content. This would be fine if its audience consisted exclusively of adults: adults tend to have established patterns of behavior, formed views and tend to view reality TV content as mere entertainment. At the same time, a large percentage of viewers are teenagers or even children - and in this case, the worldwide popularity of reality shows may not be so harmless. Reality television programs encourage higher levels of audience engagement than typical programming, primarily because of their focus on ordinary people competing for prizes, romance, and success. Therefore, the audience can become more emotionally and cognitively involved in the programs. Producers of reality shows have also made good use of online resources, encouraging different types of online activities after watching the show. This thesis deals with the topic of the influence of reality programs on young people, its concept, beginners and its classification. The psychological aspects of reality programs are defined in terms of the involvement of young people in the same programs and the pleasures that reality programs provide to their consumers, and the society of spectacles is explained as a result of the action of the mentioned format of television content. Also, it deals with explaining intentional manipulation through the specified format of content, for example the Big Brother show. At the center of the problem is the very influence of reality programs on young people, the credulity of young people towards them and the feelings that the consumption of reality content causes in them. The positive and negative impacts of the reality program were emphasized, and an online questionnaire was used to investigate what attitudes and opinions young people have about the reality program
B2B marketing in industry
No full textVrijeme u kojem se nalazimo je vrijeme brzih promjena i još bržih prilagodbi prema potrebama tržišta. Razvojem tehnologije i raznih softvera potencijal za prikupljanje i analizu podataka o poslovnim kupcima je sve veći. U ovom radu detaljno ćemo objasniti pojam marketinga i marketinškog miksa prema B2B poslovnim kupcima, strukturu i proces kupnje organizacijskog kupca na poslovnom tržištu te važnost odnosa s kupcem i stvaranje povjerenja kao temelja buduće suradnje. Također, u radu će detaljno biti opisana i važnost prodajne demonstracije i uloga prodajnih predstavnika. Kada prodajni predstavnik kroz prezentaciju okupira ljudsku pozornost, vrlo lako kupca može privući proizvodu. Analiza podataka, Customer Relationship Management ( CRM ) postaje sve više važan alat upravljanja u odnosima s klijentima. On analizira podatke kupaca koji se koriste u svrhu boljeg budućeg poslovanja tvrtke te koristi miks raznih podataka prikupljenih preko raznih kanala. Koju ulogu u svemu ima koncept marketinškog miksa te koji su elementi i njihove kombinacije kako bi se postigli ciljevi neke organizacije? Koliko je važna prilagodba proizvoda te u kojoj mjeri on mora biti prilagođen prema kupcu? Kako definirati cijenu prema vrijednosti koju će na kraju imati kupac? Važnost promocije i svih aktivnosti uključujući odabir najboljih kanala za kupce. Sajmovi kao važan događaj za kupca i dobavljača dobivaju sve veći prostor u korištenju marketinških alata i poslovnih politika kako bi se zaključila prodaja i zadovoljile potrebe industrijskih kupaca. U radu je prikazan pojam marketinga te marketinški koncept B2B poslovnih kupaca. Također, na primjeru kompanije Lesaffre Adriatic-a će biti detaljno objašnjen cijeli proces sajamskog marketinga.The time we live is a time of rapid changeand even faster adaption to the needs of the market. With the development of technology and various software, the possibilities of collecting and analyzing dana about bussines customers are increasing. In this paper, we will explain in detail the concept of marketing and marketing mix for B2B bussines customers, the structure and process of buyingan organizational buyer on the bussines market, and the importance of customer relations and building trust as a basis for future cooperation. The paper also discusses in detail the importance of sales demonstrations and the role of sales representatives. When a sales representative captures people’s attention through a presentation, he can very easily attract the customer to the product. Data analysis, Customer Relationship Management (CRM) is becoming an increasingly important management tool in customer relations. It analyses customer data that is used to improve the company’s business in the future, and it uses a mix of different data collected through various channels. What is the role of the marketing mix concept in all of this and what elements and their combinations are used to achieve the company’s goals? How important is the customization of the product and to what extent does it need to be adapted to the customer? How can the price be set according to the value that the customer has in the end? What is the importance of sales promotion and all activities including the selection of the best channels for customers? Trade fairs, as an important event buyers and supliers, are gaining more and more space in the application of marketing tools and bussines policies with the aim of closing sales and meeting the needs of industrial buyers. The paper presents the term marketing concept of B2B bussines customers. It also explains in detail the whole process of trade fair marketing using Lesaffre Adriatic as an example
Possibilities of applying digital marketing in the museum-gallery sector: Case study of independent gallery Siva
No full textCilj ovog rada je prikazati kratak presjek razvoja marketinga i novih tehnologija koje su se razvile u tom polju kroz zadnja tri desetljeća, fokusirajući se na muzejsko - galerijski sektor i na istraživanje u kojoj mjeri kulturne institucije koriste digitalne alate. Predmet ovog rada je neprofitna organizacija Galerija Siva te jedan od glavnih problema s kojim se susreću galerije i muzeji u Hrvatskoj, a to je nepostojanje marketinških odjela, neiskorištavanje punog potencijala pravilnim korištenjem komunikacijskih kanala, što je u današnjem suvremenom društvu bitno za njihovo postojanje. Provedena je analiza marketinških aktivnosti Galerije Siva kako bi se ustanovila njena prisutnost na društvenim mrežama, kako i koje komunikacijske kanale koristi te posjeduje li mrežno sjedište. Rezultatima je zatim ustanovljeno kako je nužno napraviti djelomičan rebranding te je ponuđeno rješenje odnosno digitalna strategija kako brendirati galeriju i povisiti njenu digitalnu prisutnost u skladu s inozemnim standardima.The aim of this work is to provide a short cross-section of marketing developments and new technologies that have evolved in this field over the last three decades. It focuses mainly on the museum & gallery sector and to the extent to which cultural institutions use digital tools in general. The subject matter of this work is Gallery Siva, a non-profit organization and how it illustrates one of the main problems encountered by the vast majority of galleries or museums in Croatia. This problem being the non-existence of marketing departments and lack of full potential through the proper use of communication channels, social media, and websites. In today’s fast developing world, this is central to their existence, especially in the field of culture. An analysis of the marketing activities at the Gallery Siva was carried out in order to establish its presence on social media, how and what communication channels it uses, and whether it has a functional website. The results found that partial rebranding was necessary and this thesis offers a solution in digital strategy, how to rebrand the gallery and raise its digital presence to high standards
Donald Trump – Personal Branding from Celebrity to President
No full textBrend se koristi u poslovanju, posebno u marketingu, njegovo upravljanje postaje nužno za bilo kakvo poslovanje. Osobno brendiranje novi je trend u području brendova i brend menadžmenta kojem je cilj promicanje osobe, kao jedan od ključnih aktivnosti koje vodi prema uspjehu sve je izraženije i popularnije u društvu. Njegova je svrha predstaviti se u što boljem svjetlu svojim talentima i osobnošću, možemo reći pokušaj izdvajanja iz mase svojom jedinstvenošću. Samopromocija je prisutna u svim ljudima jer se nastoji prikazati i ponuditi ono nešto najbolje, jedinstveno što čovjek nosi u sebi. Nekima je od veće važnosti s obzirom na razne položaje i statuse koje imaju u društvu te su konstantno pod budnim okom javnosti. Osobni brend predstavlja nužnost za poslovni uspjeh i napredak. Tema ovog rada osobno je brendiranje kao proces koji uključuje osobnost, vještine i jedinstvene karakteristike i koji je snažna i jasna osmišljena ideja. Teorijski dio rada obuhvaća pojmove brenda, važnost brendiranja, pojmove osobnog brendiranja i njegovu izgradnju te osvrt na političko brendiranje i celebrity kulturu kao jednu od boljih pokazatelja osobnog brendiranja. U empirijskom istraživačkom dijelu rada upoznaje se Donald Trump, njegov životni put, poduzetnički uspjesi, društveni angažman te politička karijera i stvaranje vlastitog brenda.Brand is used in business, especially in marketing, its management becomes necessary for any business. Personal branding is a new trend in the field of brands and brand management, the goal of which is to promote a person, as one of the key activities that leads to success, it is increasingly pronounced and popular in society. His purpose is to present himself in the best possible light with his talents and personality, we can say an attempt to stand out from the crowd with his uniqueness. Self-promotion is present in all people because it tries to show and offer the best, unique thing that a person carries in himself. For some, it is of greater importance considering the various positions and statuses they have in society and are constantly under the watchful eye of the public. A personal brand is a necessity for business success and progress. The topic of this paper is personal branding as a process that includes personality, skills and unique characteristics and is a strong and clearly designed idea. The theoretical part of the work includes the concepts of brand, the importance of branding, the concepts of personal branding and its construction, as well as a review of political branding and celebrity culture as one of the better indicators of personal branding. In the empirical research part of the work, Donald Trump, his life path, entrepreneurial successes, social engagement and political career and the creation of his own brand are introduced
Graphic design - the basis of modern visual communication
No full textGrafički dizajn kao struka evoluirao je od drevnih grafičkih tehnika preko izuma tiskarskog stroja do digitalnih software-a za grafičko oblikovanje. Digitalni prostor koji se širi iziskuje nova dizajnerska rješenja, no zadataka za grafičke dizajnere i u analognoj domeni ima napretek. Urbane sredine danas koriste svaki kutak javnih prostora za neki oblik promidžbe, a dobro dizajnersko rješenje isticat će se u gomili drugih. Neka grafička rješenja toliko su utkana u našu svakodnevicu te su postala sastavni dio okoline u kojoj se krećemo, da nerijetko zaboravljamo da su umjetna tvorevina i da iza istih stoji nečiji angažman. Iza naizgled najjednostavnijih rješenja često stoje sati promišljanja i kombiniranja osnovnih likovnih elemenata poput linije, plohe, volumena, boje, teksture, prostora i svjetlosti. Zadaća grafičkog dizajnera ne završava oblikovanjem lijepih naslovnica, plakata ili privlačne ilustracije na ambalaži nekog proizvoda. Neskladno oblikovanje tipografije, korištenje krivih boja i loša kompozicija rezultirat će neuglednim, ali i nečitkim radom. Poruka treba biti prenesena točno, razgovjetno, jednostavno i nedvosmisleno. Dizajner svojim radom mora osigurati optimalno vizualno komuniciranje, a da bi na tom putu uspio potreban je kompleksan spoj interdisciplinarnosti, likovnog obrazovanja i senzibiliteta, temeljitih istraživanja, suradnje sa drugim strukama i naravno izvrsnog vladanja klasičnim grafičkim vještinama. Primjena grafičkih proizvoda je mnogo, od onih koji naizgled imaju samo estetsku funkciju do propagandnih plakata, znakova upozorenja ili zabrane koji sa sobom nose puno veću odgovornost. Grafički dizajneri svakodnevno rade na projektiranju vizualnih komunikacija i otklanjanju pratećih problema te samim time rade na oblikovanju vizualne kulture koju konzumiramo, jer je cilj dobrog dizajna upravo kvalitetno komuniciranje poruke svakom čovjeku.Graphic design as a profession has evolved from ancient graphic techniques, through the invention of the printing press, to digital software for graphic design. The always-expanding digital space requires new design solutions, but there is still plenty of work for graphic designers in the analog domain as well. Today, urban environments use every corner of public spaces for some form of advertising, and a good design solution will stand out among others. Some graphic solutions are so intervened with our everyday life, while becoming an integral part of the environment we are living in, that we often forget that they are an artificial creation and that there is someone's work involved behind them. Behind seemingly simplest design solutions are often hours and hours of work and deliberate thinking while combining basic visual art elements such as line, shape, form, color, texture, space and value. The job of a graphic designer is not complete only by designing beautiful covers, posters or attractive illustrations on the packaging of a product. Incongruous typography, use of wrong colors and bad composition will result in unsightly and illegible work. The message should be conveyed accurately, clearly, simply and unambiguously. A designer must ensure optimal visual communication with his work, and to succeed in this way, a complex combination of interdisciplinary approach, art education and artistic sensibility, thorough research, cooperation with other professions and, of course, excellent mastery of classic graphic skills is required. There are many applications of graphic products, from those that seem to have only an aesthetic function, to propaganda posters, warning or prohibition signs that carry a much greater responsibility. Graphic designers work every day on the design of visual communications and the elimination of accompanying problems, and thus work on shaping the visual culture we consume, because the goal of good design is a conveying the message efficiently to every person
Digital marketing in the metaverse
No full textU današnjem turbulentnom vremenu, suočavamo se s mnogo poslovnih i privatnih izazova koji dovode do bitnih promjena u načinu poslovanja kompanija i obrazovanju. Razvojem informacijske tehnologije, interneta i digitalne tehnologije, tradicionalne marketinške aktivnosti doživljavaju transformaciju. Sve veći naglasak stavlja se na digitalni marketing, koji koristi različite digitalne tehnologije i kanale kako bi promovirao usluge, proizvode, izgradio brand, povećao svijest te ciljano reklamirao proizvode i usluge na digitalnim platformama.
Digitalni marketing postaje neophodan za uspješno pokretanje novog poslovanja, proboj na tržište te pronalazak novih potencijalnih klijenata. Uz to, u skladu s kombinacijom marketinga i neuroznanosti, pojavljuje se i neuromarketing, koji koristi tehnologije za vizualno prikazivanje aktivnosti mozga te mjerenje njegove reakcije.
Ideja metaversea predstavlja budućnost i uvodi nas u novi "virtualni" svijet. Metaverse je koncept koji nas vodi prema 3D nasljedniku interneta, gdje će nam biti moguće istraživati i kretati se kroz realne i virtualne svjetove u omjeru 1:1. Metaverse donosi brojne mogućnosti i omogućuje brzo premještanje iz jednog dijela svijeta u drugi u samo nekoliko sekundi. Važno je napomenuti da se trenutno metaverse nalazi u ranoj fazi razvoja jer tehnologija još uvijek ne može potpuno pratiti vizije koje se vežu uz metaverse.In today's turbulent times, businesses and individuals face numerous challenges that lead to essential changes in company operations and education. With the advancement of information technology, the internet, and digital technology, traditional marketing activities have undergone a transformation. This has given rise to the development of digital marketing, which utilizes various digital technologies and channels to promote services, products, build brands, increase awareness, and target specific audiences through digital platforms.
Digital marketing has become indispensable for successfully launching a new business, penetrating the market, and finding new potential clients. In combination with neuroscience, the field of neuromarketing has emerged, employing technologies for visual representation of brain activity and measuring its responses.
The concept of the metaverse represents the future and introduces us to a new "virtual" world. The metaverse serves as a 3D successor to the internet, allowing us to navigate and explore real and virtual worlds on a 1:1 scale. The metaverse offers endless possibilities and facilitates seamless transitions from one part of the world to another in a matter of seconds. However, it is important to note that the metaverse is currently in its early stages of development, as technology has yet to fully align with the envisioned potentials of the metaverse
Corporate communication and organizational culture of the company on the example from practice
No full textUspješnost organizacije se temelji na uspješnoj komunikaciji. Organizacija bez komunikacije ne postoji, ali postoje organizacije s lošom komunikacijom. Korporativna ili poslovna komunikacija je smatrana svjesnim, organiziranim, planiranim i osmišljenim procesom prenošenja poruka o poslovanju između pošiljatelja i primatelja. Unutarnja (interna) korporativna komunikacija podrazumijeva vertikalnu komunikaciju prema dolje i prema gore (između više i niže organizacijske razine) te horizontalnu i lateralnu komunikaciju (između zaposlenika). Ljudi se unutar organizacije ali i općenito međusobno razlikuju, zbog čega svaka organizacija ima svoje određene karakteristike. Zajednička obilježja svih organizacija jesu naziv, postavljeni ciljevi, provedena pravila, adekvatna struktura, položaj, lanac ovlasti, moć, izvješća, zaposlenici i postavljene granice u organizaciji. Organizacijska kultura je promatrana u obliku općeg obrasca ponašanja, zajedničkih uvjerenja i vrijednosti zaposlenika unutar organizacije. Organizacijsku kulturu čine vjerovanja, stavovi i mišljenja zaposlenika unutar organizacije. Svaka organizacija, pod globalnim makro-kulturnim uvjetima, razvija vlastitu specifičnu kulturu koju zaposlenici moraju prihvatiti. Prihvaćanje organizacijske kulture predstavlja uvjet opstanka, rada i uspješnosti zaposlenika, timova i ostalih grupa unutar organizacije. Organizacijska kultura predstavlja bitnu odrednicu korporativne komunikacije u organizaciji jer određuje njezinu strategiju, stil i sadržaj sve sa ciljem ostvarenja poslovnih rezultata. U ovome radu je provedeno anketno istraživanje sa zaposlenicima unutar organizacije Ledo Plus d.o.o. koji je bio dio Fortenova Grupe, a sada dio britansko-američke korporacije Nomad Foods. Cilj rada jest dokazati i analizirati važnost korporativne komunikacije s naglaskom na internu komunikaciju te organizacijske kulture u cilju ostvarivanja rezultata na primjeru iz prakse, a primjer je američko-britanska korporacija Nomad Foods s naglaskom na Ledo plus d.o.o.The success of the organization is based on successful communication. There is no organization without communication, but there are organizations with poor communication. Corporate or business communication is considered a conscious, organized, planned and designed process of conveying business messages between sender and receiver. Internal (internal) corporate communication implies downward and upward vertical communication (between higher and lower organizational levels) and horizontal and lateral communication (between employees). People within the organization and in general differ from each other, which is why each organization has its own specific characteristics. The common characteristics of all organizations are the name, set goals, implemented rules, adequate structure, position, chain of authority, power, reports, employees and set boundaries in the organization. Organizational culture is observed in the form of a general pattern of behavior, shared beliefs, and values of employees within the organization. Organizational culture consists of the beliefs, attitudes and opinions of employees within the organization. Each organization, under global macro-cultural conditions, develops its own specific culture that employees must accept. Acceptance of organizational culture is a condition for the survival, work and success of employees, teams and other groups within the organization. Organizational culture is an important determinant of corporate communication in an organization because it determines its strategy, style and content with a goal of achieving positive business results. In this paper, a survey was conducted with employees within the organization Ledo Plus d.o.o. which was part of the Fortenova Group, now part of larger British-American corporation Nomad Foods. The aim of the paper is to prove and analyze the importance of corporative communication with an emphasis on internal communication and organizational culture in order to achieve results using an example from practice, and the example is American-British corporation Nomad Foods with an emphasis on Ledo Plus d.o.o