Repository ZSB Final papers Zagreb School of Business
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New "marketing formula" in education - creating a unique values with consumers of educated services and personalized marketing
No full textObrazovanje, uz zdravlje, predstavlja temeljnu kvalitetu svakoga pojedinca. Sve naglašenije promjene u bližem i daljem okruženju utječu na potrebu primjerene usklađenosti ranije stečenih znanja s onima koja su potrebna da bi pojedinac ostao na tržištu rada. Kvaliteta i zadovoljstvo korisnika visokoobrazovnih usluga čine osnovu za formiranje pozitivne slike o obrazovnoj instituciji. Od važnog je značaja pozitivna interpersonalna komunikacija koja je rezultat kvalitetne primjene marketinga u visokoobrazovnoj instituciji. U kreiranju takvog marketinga sudjeluju zaposlenici visokoobrazovnih institucija (od predstavnika institucije do najniže rangiranih zaposlenika). Izgradnja povjerenja i lojalnosti visokoobrazovne institucije usmjerena jeprema pojedincima, grupama i organizacijama te društvu (lokalnoj, regionalnoj, nacionalnoj i globalnoj zajednici).The quality and satisfaction of users of higher education services form the basis for forming a positive image of the educationa linstitution. Of great importance is the positive interpersonal communication that results from the quality application of marketing in a high ereducation institution. Employees of higher education in stitutions (from the representative of the institution to the lowestrank edemployees) participate in the creation of such marketing. Building trust and loyalty of the higher education in stitutionis directed to wards individuals, groups and organizations and society (local, regional, national and global community)
Product design and redesign - the example of Cedevita
No full textTema ovoga rada je dizajn i redizajn proizvoda na primjeru Cedevite, stoga zaključujemo kako je najbitnija značajka u stvaranju “savršenog” proizvoda koji će se istaknuti među ostalima ,dizajn, upravo on naš proizvod čini posebnijim i stvara konkurentsku prednost.
Kroz godine i generacije postojanja Cedevite možemo vidjeti veliki pomak s obzirom na dizajn proizvoda, na to je uveliko utjecao i razvoj tehnologije i povećanje ljudskih resura koji su zaslužni za njezino plasiranje na tržište.
U ovome radu vidjet ćemo primjere od prvog izdanja Cedevite koji je bio dostupan samo u ljekarnama do najnovijeg redizajniranog koji privlači pozornost kupaca među brojnim policama marketa i ugostiteljskih obrta.The topic of this paper is product design and redesign on the example of Cedevita, so it is important to point out that the most important feature in creating a "perfect" product that will stand out among other designs, it makes our product more special and creates a competitive advantage.
Through the years and generations of Cedevita's existence, we can notice a big shift in terms of product design, which has been greatly influenced by the development of technology and the increase in human resources responsible for its marketing.
In this paper, we will see examples from the first edition of Cedevita, which was only available in pharmacies, to the latest redesign that attracts the attention of customers among the many shelves of markets and catering companies
Forms of business marketing in tourism
No full textNajbrža rastuća grana u svijetu je turizam. Važnu ulogu u turizmu ima marketing. U današnje vrijeme za uspjeh u turizmu potrebno je da svi koji su zaposleni u njemu posjeduju određena znanja, od znanja iz područja hotelskog menadžmenta, razvoja turističke ponude, načini privlačenja starih i novih klijenata (turista), ponašanje klijenata, provođenje marketinških aktivnosti, promidžbe pa sve do temeljnih znanja iz područja organizacije i mendžmenta. Kada se govori o marketingu u turizmu misli se na primjenu strategija i metoda marketinškog djelovanja na specifične uvjete gdje se formiraju odnosi između subjekata tržišta. Marketing u turizmu je prilagođavanje politike turističkih poduzeća i turističke politike na nacionalnom, regionalnom i lokalnom te međunarodnom nivou, a sve kako bi se zadovoljile potrebe i želje turista i ostvario profit. Danas je odnos marketinga i turizma postao jako važan zbog brzog razvoja tehnologije, veće konkurentnosti, rasta broja turista u svijetu, raznih želja i specifičnih putovanja turista. Zadnjih desetak godina marketing je aktivni sudionik u procesu tržišta. Razvojem interneta marketing u turizmu dobiva novo značenje, dolazi do internetskog oglašavanja i promidžbe turističkih objekata, dobivanje povratnih i točnih informacija odmah s terena. Turizam kao grana je jako promjenjiva, konkurentna i kompleksna. Jedna od najznačajnijih faktora u turističkom poslovanju je odabir ispravne strategije marketinga. Prije odabira strategije marketinga izrađuje se strategija. Izradom strategije marketinga stvara se marketinški miks. Marketing plan i jasni marketinški ciljevi i strategije potrebni su za održavanje konkurentnosti i prilagodbe zbog nastalih promjena. Bitan čimbenik današnjeg turizma je tehnologija čiji je najznačajniji faktor internet koji nudi mnoge mogućnosti dodane vrijednosti i konkurentske prednosti. Velika turistička konkurencija potiče razne investicije u resurse, kvalitetu, znanje i promociju. Važno je pratiti svakodnevno trendove na polju turizmu zbog sve bržeg rasta i konkurencije.Fastest growing employment branch in the world is tourism. Marketing has an enormous importance in tourism. In order for tourism to succeed today all those who are employed within do need to have certain knowledge; be it in hotel management, broader knowledge of a guide, a way to attract old and new clients while having an understanding of how people might behave. Not to mention, knowledge of various marketing activities, as well as basis of organization and broader management. When we speak of marketing in tourism, we are talking about general application of strategies and methods of marketing while taking advantage of specific conditions which form the core of various relations between market subjects. Marketing in tourism is a process of adapting the many approaches of tourist companies on local, regional, national and international level, all to satisfy the needs and desires of clients (tourists), as well as to turn a profit. Today, the relationship between marketing and tourism has become very important because of the rapid development of technology and competition, as well as the rise in number of tourists in the world, which means greater amount of wishes and specific terms and conditions they might impose. In the last ten years, marketing has been an active participant in the processes of the greater tourist market. With the rising importance of internet, marketing in tourism has taken on a new form. Now, there is a broad variety of internet ads, be it in general sense, or aimed at specific touristic spots, along with easier access to specific and accurate information from the field. As an industry branch, tourism is filled with constant changes, is very competitive and complex. One of the most important factors in tourism is the choice of appropriate marketing strategy. Before one can choose a marketing strategy, building up a more general strategy of approach is needed. By creating these strategies, we create a marketing mix. A plan and clear goals are needed to stay competitive and to adapt to newly created changes. An important factor of tourism today is technology, the foremost of it being the internet, as it offers many venues of approach and competitive advantage. Big touristic competitiveness encourages various investments into resources, quality, knowledge and promotion. It is important to follow trends daily, because the competition does not sleep or slow its growth
Mamforce as an example of socially responsible business in order to achieve business results
No full textUloga žena znatno se promijenila u posljednjih nekoliko godina. Postotak žena koje pohađaju visokoobrazovne ustanove, koje su uključene u politiku, medije, javni i poslovni svijet je sve veći. Iako se žene više ne povezuje samo sa poslovima vezanima za kućanstvo, odgoj i brigu za djecu i ukućane, s niskim očekivanjima vezanim za obrazovanje te radnu sposobnost, žene se još uvijek teško nose sa konkurencijom koji im predstavljaju muškarci. Također, potaknuti predrasudama koje su im nametnute kroz povijest, muškarci teško prihvaćaju superiornost žene te se zato i teško nose sa mogućnošću da im ženska osoba bude nadležna u poslovnom okruženju. Žene se još uvijek smatra neautoritativnim, stoga one teško postižu autoritet i naklonost podređenih u poslovnom okruženju, pogotovo u radnim okolinama u kojima prevladavaju muškarci, a to je još uvijek većina.
U današnje vrijeme pretpostavlja se da je ključni čimbenik koji spriječava žene da dođu do rukovodećih mjesta upravo činjenica kako se u poslu zahtjeva dostupnost „bilo kad i bilo gdje“ što se negativno odražava na žene u odnosu na njihove kućanske i obiteljske odgovornosti. Upravo kako bi se to spriječilo, počele su se razvijati poslovne politike koje bi donijele balans između poslovnog i privatnog života (i za muškarce i za žene). Tvrtka JANAF uvela je MAMFORCE, odnosno inicijativu kojom se organizacijama pomaže u ostvarivanju ravnoteže između poslovnog i obiteljskog svijeta, a sve uz omogućavanje jednakih mogućnosti profesionalnog razvoja za muškarce i žene. Kroz implementaciju posebno dizajniranih programa inicijativa, MAMFORCE cilja na povećanje zadovoljstva zaposlenih što pridonosi povećanju produktivnosti zaposlenih i u konačnosti ostvarivanju boljeg poslovnog rezultata.The role of women has changed significantly in recent years. The percentage of women attending higher education institutions, who are involved in politics, media, public and business world is increasing. Although women are no longer associated only with jobs related to household, upbringing and care for children and household members, with low expectations related to education and working ability, women still find it difficult to cope with the competition represented by men. Also, motivated by prejudices imposed on them throughout history, men find it difficult to accept the superiority of women and therefore find it difficult to cope with the possibility of a woman being competent in their business environment. Women are still considered non-authoritarian, so they find it difficult to achieve the authority and affection of subordinates in the business environment, especially in male-dominated work environments, which is still the majority.
Nowadays, it is assumed that the key factor preventing women from reaching management positions is precisely the fact that the job requires availability "anytime and anywhere", which has a negative impact on women in relation to their domestic and family responsibilities. Precisely to prevent this, business policies began to develop that would bring a balance between business and private life (for both men and women). JANAF has introduced MAMFORCE, an initiative that helps organizations achieve a balance between the business and family worlds, all while providing equal opportunities for professional development for men and women. Through the implementation of specially designed programs, the MAMFORCE initiative aims to increase employee satisfaction, which contributes to increasing employee productivity and ultimately achieving better business results
The concept of customer satisfaction and loyalty of consumers of meat products on a selected example of a company
No full textCilj rada bio je prikazati koncept zadovoljstva potrošača, koncept lojalnosti potrošača, te istražiti njihovu povezanost i iskazati utjecaj faktora cijene i kvalitete na proces kupovine pojedinca, kao i vjerojatnost ponovljene kupnje ukoliko su pojedinci zadovoljni i/ili lojalni.
U radu je naveden teoretski okvir koji je služio kao podloga za navedeno istraživanje, baziran na literaturi relevantnoj za tematiku rada. Korišteni su razni znanstveni članci koji su se ranije bavili ovom problematikom, kao i niz različitih udžbenika i knjiga vezanih uz ovo područje.
Nakon teoretskog okvira koji pokriva sve bitne elemente nadovezuje se empirijski dio rada. U istraživanju koje je provedeno pri izradi ovog rada prikupljani su primarni podaci pomoću anketnog upitnika. Analizirani primarni podaci prikupljeni su na prigodnom namjernom uzorku od ukupno 247 ispitanika. Svi ispitanici konzumiraju meso i mesne proizvode u različitim oblicima što je bio osnovni preduvjet za sudjelovanje u istraživanju.
Kroz podrobnu analizu odgovora ispitanika utvrđeno je kako veliki fokus u kupnji mesa i mesnih proizvoda usmjeravaju na kvalitetu mesa. Ispitanici su kvalitetu naveli kao najbitniji element te su mahom spremni izdvojiti veći iznos novca za proizvod koji su ocijenili kvalitetnijim. Također, vrlo im je važno i da su proizvodi koje kupuju zadovoljili očekivanja po pitanju okusa, a kao izrazito važan faktor izdvojili su i urednost te higijenu samog prostora u kojem su proizvodi izloženi za prodaju.The goal of this thesis was analysing the concept of customer satisfaction, the concept of customer loyalty, and researching their connection, as well as demonstrating the impact that price and quality have on one's purchase process, and the probability of repeated purchase in case a customer is satisfied and/or loyal.
The work firstly includes a theoretical background which was used to base the research on, based primarily on published scientific articles which also revolved around similar topics, as well as various relevant textbooks.
After the theoretical part covers all important aspects, we move on to the empirical part. The research that was conducted in order to write this thesis was used to collect primary data, which was accomplished using a questionnaire. The gathered data was collected on a sample consisted of 247 people. All of the people who filled out the questionnaire are regular meat consumers, which was the basic condition for them to participate in this research.
By analyzing the dana thoroughly, it has been concluded that the people who were questioned focus primarily on the quality of the meat and meat products they buy. They mainly listed the quality of the product as their primary concern and they also expressed the readiness to spend more money if it guarantees higher quality. Furthermore, it is highly important that the taste of the product is to their liking, as well as the hygiene of the stores and similar areas where meat and meat products are displayed and sold
Communication with vulnerable groups in society
No full textKomunikacija predstavlja temeljni oblik veze u društvu, privatno i poslovno. U znanstvenim se okvirima tema komunikacije obrađuje u gotovo svim područjima, od ekonomije, sociologije, prava pa do zdravstva. Poseban segment proučavanja komunikacije odnosi se na komunikaciju prema ranjivim skupinama u društvu. Cilj je rada, na temelju stručne i znanstvene literature i dosadašnjih istraživanja, sistematizirati znanja o komunikaciji, socijalnoj i komunikacijskoj inkluziji, kao i marketinškoj komunikaciji prema ranjivim skupinama u društvu. Pregledom literature vidljivo je kako ne postoji univerzalna niti uobičajena definicija ranjivosti, no, sve definicije ranjivost povezuju s rizikom marginalizacije. Ranjive osobe pokazuju slabost, krhkost i nemogućnost oporavka od neočekivanih stvarnih, ali i potencijalnijih problema. Bez obzira na to pripada li pojedinac nekoj ranjivoj skupini ili ne, on je individualac sa svojim potrebama i vrijednostima. Vrijednosti se odnose na stabilne životne ciljeve koje ljudi imaju, odražavajući ono što im je najvažnije. Važan segment u razumijevanju inkluzije pojedinaca su i njihove potrebe. Inkluzivna komunikacija pristup je komunikaciji koji omogućuje uključivanje što većeg broja ljudi, a za bolje razumijevanje komunikacijske inkluzije potrebno je poznavanje pretpostavki komunikacije sa svakom od kategorija ranjivih skupina. Radom su obuhvaćene ranjive skupine: djecu i mlade, starije osobe, siromašne osobe, nedovoljno educirane osobe, osobe s invaliditetom te migrante i izbjeglice. Oglašavanje ima ulogu pružanja informacija o proizvodu, te namjeni i načinu korištenja proizvoda, jačanju prepoznatljivosti proizvoda, ali i ulogu pružanja informacija o poduzeću. No, marketing ponekad stvara kontroverzu i zabrinutost. Najveća kritika obično uključuje ciljanje ranjivih ili ugroženih potrošača s kontroverznim ili potencijalno štetnim proizvodima. Jedan od ključnih zadataka proučavanja i primjene etike u oglašavanju i marketinškoj komunikaciji je da se osigura zaštita ranjivih skupina društva.Communication is a fundamental form of connection in society. Within the scientific framework, the topic of communication is covered in almost all areas, from economics, sociology, law to health. A special segment of the study of communications relates to communication with vulnerable groups in society. The aim of this paper is, based on professional and scientific literature and previous research, to systematize knowledge about communication, social and communication inclusion as well as market communication to vulnerable groups in society. A review of the literature shows that there is no universal or common definition of vulnerability, but all definitions of vulnerability are associated with the risk of marginalization. Vulnerable people show weakness, fragility and inability to recover from unexpected real but also potential problems. Whether an individual belongs to a vulnerable group or not, he is an individual with his own needs and values. Values refer to the stable life goals that people have, reflecting what is most important. An important segment in understanding the inclusion of individuals is also their needs. Inclusive communication is an approach that enables the inclusion of as many people as possible, and to better understand communication inclusions, it is necessary to know the assumed communications with each of the categories of vulnerable groups. In this paper, emphasis is placed on the following vulnerable groups: children and youth, the elderly, the poor, the under-educated, people with disabilities and migration and refugees. The basic roles of advertising are to provide all the necessary information about the company, production, purpose and use of the product; strengthening product recognition and desirability; and creating preferences and encouraging product use. Marketing sometimes creates controversy and concern. The biggest criticism usually involves targeting vulnerable or vulnerable consumers with controversial or potentially harmful products. One of the key tasks of studying and applying ethics in advertising and marketing communication is to ensure the protection of vulnerable groups in society
The importance of nonverbal communication in public appearances
No full textKomunikacija je temelj međuljudskog sporazumijevanja, pa tako i ovoga rada. U ovom radu podijelit ćemo komunikaciju na tri dijela; verbalnu, paraverbalnu i neverbalnu komunikaciju. Saznat ćemo kako ćemo mijenjati naše stajalište vezano za komunikaciju i zašto je komunikacija puno više od razgovora i izgovorenih riječi kako možemo utjecati na nju. Fokus ćemo zadržati upravo na neverbalnoj komunikaciji te detaljnije objasniti njezine segmente. Naučit ćemo kakav utjecaj mogu imati odjeća, boje, položaj tijela, pogledi, izrazi lica, pokreti ruku, geste, dodiri i slične radnje na cjelokupan dojam o govorniku i konverzaciji. Proučit ćemo i utjecaj tonaliteta, načina izgovora, glasnoće i ostalih glasovnih varijacija na cjelokupan govor, a sve to potkrijepiti i primjeri nekih dobrih ili ipak ne tako dobrih govora. Proći ćemo kroz razne situacije u kojima je kvalitetno komuniciranje temelj sporazumijevanja. Detaljnije ćemo obraditi javni nastup kao način komuniciranja i fokus staviti na neverbalnu komunikaciju u javni govor kako se pripremaju i utječu na nju. Primjere javnih istupa i važnosti neverbalne komunikacije u istima potražit ćemo u političkom komuniciranju. Radi boljeg predočenja cijele slike i primjeri iz prakse, analizirat ćemo govor bivšeg američkog predsjednika Baracka Obame te napraviti usporedbu s njegovim eventualnim sugovornicima, a naglasak staviti na njihove paraverbalne i neverbalne sposobnosti. Vidjet ćemo i kako se ophodi prema tim sugovornicima i javnosti generalno te uspoređivati svu tu (neverbalnu) komunikaciju s drugim političkim govornicima ne bismo li saznali zašto ga nazivaju vrsnim govornikom. Kroz analizu ćemo primijetiti i količinu paraverbalne komunikacije koju B. Obama koristi, poput stanki i naglašavanja kako mu rad ruku pomaže u boljem dočaravanju poruka svojoj publici. Zaključit ćemo da je na dobrom primjeru gdje govornik aktivno koristi sva tri načina komuniciranja i vremena postiže karizmatičnost, poistovjećivanje publike, kao i njezino povjerenje, a u konačnici i glasove za pobjedu na predsjedničkim izborima.Communication is the foundation of interpersonal understanding, so will it be of paper as well. In this assignment, we will divide communication into three parts; verbal, paraverbal and nonverbal communication. We will learn how we will change our attitude regarding communication and why communication is so much more than conversations and spoken words, then see how we can influence it. We will focus on non-verbal communication and explain its segments in more detail. We will learn what impact clothing, colors, body position, looks, facial expressions, hand movements, gestures, touches, and similar actions can have on the overall impression of the speaker and conversation. We will also study the influence of tonality, pronunciation, volume and other voice variations on the entire speech, and all this will be supported by examples of some good (or not so good) speeches. We will go through various situations in which quality communication is the basis of understanding. We will elaborate on public speaking as a way of communicating and focus on nonverbal communication in public speaking as they are prepared and influenced. We will look for examples of public appearances and the importance of non-verbal communication in them in political communication. In order to present the whole picture better and with practical examples, we will analyze the speech of former US President Barack Obama and make a comparison with his potential interlocutors, with an emphasis on their paraverbal and nonverbal abilities. We will also see how he treats these interlocutors and the public in general, and compare all this (non-verbal) communication with other political speakers in order to find out why they call him the top speaker. Through the analysis, we will also notice the amount of paraverbal communication that B. Obama uses, such as pauses and emphasizing how the work of his hands helps him better convey messages to his audience. We will conclude that it is a good example where the speaker actively uses all three ways of communication and time achieves charisma, identification of the audience, as well as its trust, and ultimately the votes to win the presidential election
Caught in a lie: communication and detection of lying
No full textLaganje je pojava s kojom se susrećemo od malih nogu. Lažima smo okruženi u svakodnevnom životu i možda baš zbog njihove stalne prisutnosti često imamo poteškoća u otkrivanju istih. Koristimo se raznim metodama kako bismo otkrili lažu li nam naši sugovornici ili govore istinu, no niti jedna od tih metoda nije dovoljno točna kako bi nam sa sigurnošću ukazala na laž ili istinu. Verbalne i neverbalne metode laganja najčešći su predmet istraživanja, no unatoč mnogim pokazateljima laganja ljudska priroda se ne može svesti na statistiku, i baš iz tog razloga otkriti laže li nam netko ili govori istinu gotovo je nemoguće. Govor tijela ili način na koji izgovaramo laž ili istinu ovise o parametrima kao što su kultura iz koje dolazimo, naš karakter i emocionalno stanje u kojem se trenutno nalazimo, stoga je vrlo teško odabrati metodu koja će nam dati najbolji uvid u istinu, to jest laž. Međutim, razvojem tehnologije i područje otkrivanja laganja napreduje velikom brzinom i dosadašnja istraživanja optimistično ukazuju na to da će tehnologija s vremenom ipak biti uspješnija u otkrivanju laganja nego što je to čovjek. Unatoč tome, znanstvenici i dalje nadograđuju svoja istraživanja u području verbalnih i neverbalnih pokazatelja laganja. Laganje nas nastavlja fascinirati i kao pojedinci želimo biti što uspješniji u detektiranju laži, nekada iz znatiželje, a nekada se to od nas očekuje zbog prirode posla koji obavljamo. U svakom slučaju, interes u ovom području nastavlja rasti, a mi smo svakim danom sve bliže tehnologiji koja će u kombinaciji s našim vještinama uspješno detektirati laž.Lying is a phenomenon that has been omnipresent in our lives since we were children. We are surrounded by lies in our everyday life and perhaps precisely because of their constant presence we often have difficulty detecting them. We use a variety of methods to find out if our peers are lying to us or telling the truth, but none of these methods are accurate enough to differentiate lies from the truth with certainty. Verbal and non-verbal methods of lying are the most common subject of research, but human nature cannot be reduced to statistics, and for that very reason it is almost impossible to find out if someone is lying to us or telling the truth. Body language or the way we tell a lie or truth depends on parameters such as the culture we come from, our character and the emotional state we are currently in, so it is very difficult to choose the method that will give us the best insight into the truth, i.e. a lie. However, with the development of technology, the field of lie detection is advancing at a rapid pace, and research to date has optimistically indicated that over time, technology will be more successful at detecting lies than humans are. Despite this, scientists continue to upgrade their research in the area of verbal and nonverbal indicators of lying. Lying continues to fascinate us and as individuals we want to be as successful as possible in detecting lies, sometimes out of curiosity, and sometimes this is expected of us because of the nature of the work we do. In any case, interest in this area continues to grow, and we are getting closer every day to a technology that, combined with our skills, will be able to successfully detect a lie
The impact of empathy on business success
No full textEmpatija je jedna od temeljnih vještina svakog pojedinca koja se razvija tijekom života, koja nam omogućuje gradnju odnosa s drugim ljudima i bez koje bi bilo nemoguće živjeti. Kao takva ima veliku važnost i u poslovnom okruženju te nam pomaže da ostvarimo dobre rezultate na poslovnom planu kroz povezivanje s drugim ljudima i čuvanje odnosa s njima. Ona je temeljna vještina svih društvenih sposobnosti važnih za rad i prepoznata je kao ključna kompetencija dobrog menadžera koji je odgovoran kako za funkcioniranje posla u organizaciji, tako i za potrebe i zadovoljstvo svojih suradnika poslom. Ona dobrom voditelju omogućuje razumijevanje i potpomaganje drugih na način da potiče njihove sposobnosti i razvoj. Pri tome dobar menadžer mora posjedovati osobne, interpersonalne, komunikacijske i grupne vještine, a poseban naglasak je na komunikacijskim vještinama bez kojih je nemoguće kvalitetno upravljati organizacijom. U poslovnom svijetu komunikacija ima veliku važnost zbog utjecaja na odnose unutar organizacije između suradnika međusobno, ali i na odnos između menadžera i suradnika. Ukoliko je komunikacija na radnom mjestu loša zaposlenici mogu imati netočne informacije što će im otežati kvalitetan rad, te oni mogu postati manje motivirani. U konačnici to dovodi do njihova nezadovoljstva. Najveću odgovornost za ovo ima menadžer koji vodi organizaciju.Dobra komunikacija u organizaciji omogućuje menadžeru organiziranje i stvaranje strukture poslovanja. Postojanje organizacije ne bi bilo moguće bez komunikacije, koju činiprenošenje poruka, razmjena informacija, izdavanje i primanje naloga među pojedinim strukturama u organizaciji, kontakti s poslovnim partnerima i strankama. Za uspješnu komunikaciju s drugima važno je da smo u stanju razumjeti njihova stajališta, a upravo razumijevanje drugih i povezivanje s njima su područje empatije.Empathy is one of the fundamental skills of every individual that develops throughout life, which allows us to build relationships with other people and without which it would be impossible to live. As such, it is also of great importance in the business environment and helps us achieve good business results by connecting with other people and maintaining relationships with them. It is a fundamental skill of all social abilities important for work and is recognized as a key competence of a good manager who is responsible for the functioning of the work in the organization and for the needs and satisfaction of his colleagues with work. It allows a good leader to understand and support others in a way that encourages their ability to develop. A good manager must have personal, interpersonal, communication and group skills, and special emphasis is on communication skills without which it is impossible to manage the organization. In the business world, communication is of great importance because of the impact on the relationships within the organization between co-workers with each other, but also on the relationship between managers and co-workers. If communication in the workplace is poor, employees may have inaccurate information, which will make it difficult for them to work properly, and they may become less motivated. Ultimately, this leads to their dissatisfaction. The manager of the organization has the greatest responsibility for this. Good communication in the organization allows the manager to organize and create a business structure. The existence of the organization would not be possible without communication, which consists of transmitting messages, exchanging information, issuing and receiving orders between individual structures in the organization, contacts with business partners, customers. For successful communication with others, it is important that we are able to understand their views, and it is precisely understanding others and connecting with them that is an area of empathy
Analysis of digital marketing on the example of the Podravka Group from 2010 to 2020
No full textDigitalni marketing u 21. stoljeću predstavlja nezaobilazno područje za poslovanje svakog poduzeća. Sve više organizacija i marketinških odjela stoga unapređuje ciljeve i strategije marketinga u tom smjeru. Na primjeru Podravke, kao jedne od najvećih hrvatskih prehrambeno-farmaceutskih industrija, analizira se digitalni marketing za razdoblje od 2010. do 2020. godine. Cilj rada je prikazati sve mogućnosti jedne velike kompanije u digitalnom svijetu, ali i pokazati transformaciju poslovanja mnogih hrvatskih i svjetskih kompanija u posljednjem desetljeću u novim uvjetima. Analiza je temeljena na godišnjim izvješćima dostupnima na službenoj web-stranici Podravke d.d. te na dostupnim internetskim direktorijima, kao što su društvene mreže kompanije i ostale povezane platforme. Kao takva, Podravka se pokazala transparentnom kada su rezultati poslovanja u pitanju. Analizom digitalnog marketinga Podravke utvrđeno je da je kompanija nakon 2015. godine doživjela zaokret u dotadašnjem marketingu i okrenula se digitalnim kanalima i tako postala jedna od onih kompanija koja svoje poslovanje i procese temelji na tehnološkom razvoju i napretku. Osim toga, utvrđeno je da je uvođenjem digitalnih načina oglašavanja kompanija uštedjela na dotadašnjim rastućim troškovima marketinga.Digital marketing in the 21st century is an indispensable area for every company to operate. More and more organizations and marketing departments are therefore improving the goals and strategies of marketing in this direction. On the example of Podravka, as one of the largest Croatian food and pharmaceutical industries, was analysed digital marketing for the period from 2010 to 2020. The aim of the paper is to showcase all the possibilities of a large company in the digital world, but also to show the transformation of the business of many Croatian and world companies in the last decade in new conditions. The analysis is based on annual reports available on Podravka d.d.'s official website and on accessible internet directories, such as the company's social networks and other related platforms. As such, Podravka has proven to be transparent when it comes to business results. Analysis of digital marketing of Podravka found that after 2015 the company took a turn in previous marketing and turned to digital channels, becoming one of those companies that bases its business and processes on technological development and progress. In addition, it was found that by introducing digital advertising methods, the company saved on the previously rising marketing costs