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Construction of a gas distribution pipeline as a function of energy security: the example of Kapinci and Vaška settlements
No full textU ovome radu provedena je analiza izgradnje distribucijskog plinovoda radi povećanja efikasnosti, sigurnosti opskrbe i energetske učinkovitosti, ali i usklađenosti takvih projekata s europskom i globalnom politikom glede energetske tranzicije. Pravni i institucionalan okvir Europske unije usredotočen je na povećanje energetske sigurnosti i neovisnosti Europe u odnosu na prirodni plin koji potječe iz Rusije, a to potvrđuje popunjavanje skladišnih kapaciteta u europskim skladištima plina. Prirodni plin ima značajan udio u energetskom miksu pojedinih europskih zemalja, ali predstavljenim zelenim planom Europska unija trebala bi postati ugljično neutralna do 2050. godine. Međutim do postizanja ugljično neutralne Europe prirodni plin s niskim emisijama stakleničkih plinova, za razliku od ostalih fosilnih izvora, može poslužiti kao energent tranzicije. Na temelju dostupnih podataka proučeno je kretanje plinskog gospodarstva Republike Hrvatske u prošlosti te prognoze za njegov razvoj u kontekstu aktualnih neizvjesnosti. Postoji trend u opadanju domaće proizvodnje prirodnog plina iz čega izravno proizlazi povećanje u količini dobave prirodnog plina. Nadalje, potencijal ukapljenog prirodnog plina kao i investicije u postojeći LNG terminal značajno doprinose stabilnosti plinskog gospodarstva Republike Hrvatske. Analizom studije slučaja opisuje se tehnički dio projekta izgradnje distribucijskog plinovoda na primjeru naselja Kapinci i Vaška zajedno s propisanim uvjetima izvođenja radova i karakteristika potrebnih materijalnih inputa kako bi se omogućila nesmetana i sigurna opskrba prirodnim plinom za kućanstava i industrijsku potrošnju. Iako je takva investicija izgradnje distribucijskog plinovoda dugoročnog karaktera. Doprinos izgradnje plinovoda u smislu jačanja sigurnosti opskrbe i dostupnosti energenata lokalnom stanovništvu postaje ključan razlog usklađenosti projekta s europskom i globalnom energetskom politikom. U budućnosti u Republici Hrvatskoj, prirodni plin i dalje će biti sastavni dio strukture energetskog miksa unatoč povećanju udjela obnovljivih izvora energije te će poslužiti kao prijelazno gorivo u okviru klimatski neutralne Europske unije do 2050. godine.In this paper, an analysis of the construction of a distribution gas pipeline was carried out in order to increase efficiency, security of supply and energy efficiency, as well as the compliance of such projects with European and global energy transition policy. The legal and institutional framework of the European union focuses on increasing Europe's energy security and independence from natural gas originating in Russia, and this is confirmed by the filling of storage capacity in European gas storage facilities. Natural gas has a significant share in the energy mix of individual European countries, but presented by the Green Deal the European union should become carbon neutral by 2050. However, until a carbon neutral Europe is achieved, natural gas with low greenhouse gas emissions, unlike other fossil sources, can serve as a transition energy source. Based on the available data, the movement of the gas industry of the Republic of Croatia in the past and forecasts for its development in the context of current uncertainties were studied. There is a trend in the decline of domestic natural gas production, which directly results in an increase in the amount of natural gas supply. Furthermore, the potential of liquefied natural gas as well as investments in the existing LNG terminal significantly contribute to the stability of the gas economy of the Republic of Croatia. The analysis of the case study describes the technical part of the project of construction of a distribution gas pipeline on the example of the settlements kapinci and Vaška together with the prescribed conditions for the execution of works and the characteristics of the necessary material inputs in order to enable uninterrupted and safe supply of natural gas for households and industrial consumption. Although such an investment in the construction of a distribution pipeline is of a long-term character. The contribution of the construction of the pipeline in terms of strengthening security of supply and the availability of energy to the local population becomes a key reason for the project's compliance with European and global energy policy. In the future in the Republic of Croatia, natural gas will continue to be an integral part of the structure of the energy mix despite the increase in the share of renewable energy sources and will serve as a transitional fuel within the framework of a climate neutral European union by 2050
The influence of the sectoral structure of foreign direct investments on the sustainable development of EU post-transition countries
No full textPristupanjem Europskoj uniji, intenzivirao se priljev kapitala u post-tranzicijske zemlje
kao poluga bržeg postizanja realne konvergencije. Za razliku od ostalih oblika kapitala
(posebice kratkoročnog karaktera), strane direktne investicije (FDI) smatrane su
generalno pozitivnim izvorom stranog kapitala u poticanju gospodarskog rasta i razvitka.
Istraživanja su, međutim, pokazala da svi oblici FDI-a (obzirom na sektorsku strukturu)
podjednako ne doprinose razvitku te da u nekim slučajevima utjecaj može biti i negativan.
S druge strane, Europska unija u svojim dokumentima potiče održivi gospodarski razvoj
te je cilj rada kreiranje empirijskog modela utjecaja sektorske strukture FDI-a na održivi
razvitak spomenutih zemalja svrhom reformiranja politika privlačenja FDI-a. Kritičkom
analizom literature izvršen je odabir varijabli modela pri čemu je zavisna varijabla održivi
razvitak, a glavne nezavisne varijable su priljevi FDI-a u industriju i turizam, stupanj
gospodarskog razvitka, trgovinska otvorenost i indeks vladavine prava. Istraživanje se
provelo panel metodom za razdoblje od 2000-2020. godine, dok se istraživanje na
primjeru Republike Hrvatske (utjecaj FDI-a u sektoru turizma na održivi razvitak)
provelo ARDL modelom. Dobiveni rezultati upućuju da ulaganja u različite sektore imaju
različit utjecaj na ekonomski razvoj ovih zemalja te je važno razmotriti specifičnosti
svakog sektora prilikom planiranja investicija radi postizanja održivog razvitka.
Potvrđuje se valjanost Kuznetsove krivulje za okoliš na primjeru post-tranzicijskih
zemalja Europske unije te se ukazuje da priljev FDI-a u sektor turizma pozitivno utječe
na održivi razvitak u Republici Hrvatskoj. Dobiveni rezultati pružaju uvid u kompleksnu
prirodu odnosa između FDI-a i održivog razvitka i specifičnosti sektora u posttranzicijskim
zemljama Europske unije.Accession to the European Union has intensified the influx of capital into post-transition
countries as a lever for faster achievement of real convergence. Unlike other forms of
capital (especially of a short-term nature), foreign direct investment (FDI) has generally
been considered a positive source of foreign capital in promoting economic growth and
development. However, research has shown that not all forms of FDI (given their sectoral
structure) equally contribute to development, and in some cases, their impact can even be
negative. On the other hand, the European Union, in its documents, promotes sustainable
economic development, and the aim of this study is to create an empirical model of the
impact of FDI sectoral structure on the sustainable development of these countries in
order to reform FDI attraction policies. Through critical analysis of the literature,
variables for the model were selected, with sustainable development as the dependent
variable, and the main independent variables being FDI inflows into industry and tourism,
the level of economic development, trade openness, and the rule of law index. The study
was conducted using panel data for the period 2000-2020, while research on the example
of the Republic of Croatia (the impact of FDI in the tourism sector on sustainable
development) was conducted using the ARDL model. The obtained results confirm the
hypotheses examined in the study, namely that investments in different sectors have
different impacts on the economic development of these countries, and it is important to
consider the specificities of each sector when planning investments to achieve sustainable
development. The validity of the Environmental Kuznets Curve is confirmed using the
example of post-transition countries in the European Union, and it is confirmed that FDI
inflows into the tourism sector positively affect sustainable development in the Republic
of Croatia. The obtained results provide insight into the complex nature of the relationship
between FDI and sustainable development and the specificities of sectors in posttransition
countries in the European Union
Analysis of financial literacy of secondary school students and teachers in the Republic of Croatia
No full textFinancijska pismenost poprima na važnosti na međunarodnoj razini, provodi se sve veći broj istraživanja i edukacija s ciljem podizanja razine financijske pismenosti, a među kojima je poseban naglasak na mladima. U radu su stoga predstavljena dosadašnja istraživanja financijske pismenosti i objavljeni radovi u Republici Hrvatskoj te je predstavljena usporedna analiza rezultata financijske pismenosti zemalja Europske unije prema metodologiji OECD/INFE za zemlje za koje su bili dostupni podaci u 2023. godini. Rezultati predstavljenih istraživanja su pokazali da financijska pismenost u Hrvatskoj nije na zadovoljavajućoj razini, iako je vidljiv kontinuirani porast financijske pismenosti. Najnižu razinu financijske pismenosti ostvaruju mladi. Na međunarodnoj razini ocjena financijske pismenosti Hrvatske je malo ispod prosjeka EU zemalja uzetih u obzir prilikom analize, a razina financijskog blagostanja u Hrvatskoj jedna je od najnižih. Uz navedeno prikazana je i analiza rezultat istraživanja financijske pismenosti učenika srednjih škola za 2021. i 2022. godinu kao i financijska pismenost nastavnika i njihov interes za provođenjem edukativnih aktivnosti povezanih s financijskom pismenosti za učenike. Učenici srednjih škola u Hrvatskoj imaju veću ocjenu financijskog ponašanja u odnosu na financijsko znanje, tako primjerice većinom uspoređuju proizvode prije kupnje, međutim ne poznaju odlike mirovinskog sustava. Nastavnici pokazuju interes za provođenjem edukacije iz područja financijske pismenost za učenike, te većina smatra da bi financijska pismenost trebala biti dio kurikuluma. Nastavnici su najveću razinu financijske pismenosti ostvarili u kategoriji financijskog znanja, a najmanju u odnosu prema novcu. Navedeno ukazuje na nužnost porasta edukativnih aktivnosti, prvenstveno usmjerenih prema mladima u svrhu porasta financijske pismenosti građana. Potreban je nastavak provođenja i izrade nacionalnog strateškog okvira za financijsku pismenost, ali i sustavno i kontinuirano educiranje u okviru obrazovnog sustava.Financial literacy is gaining importance at the international level, an increasing number of researches and educations are being conducted with the aim of raising the level of financial literacy, among which there is a special emphasis on young people. The paper therefore presents previous research on financial literacy and published works in the Republic of Croatia, and presents a comparative analysis of the results of financial literacy in European Union countries according to the OECD/INFE methodology for countries for which data were available in 2023. The results of the presented research showed that financial literacy in Croatia is not at a satisfactory level, although a continuous increase in financial literacy is visible. The lowest level of financial literacy is achieved by young people. At the international level, the rating of Croatia's financial literacy is slightly below the average of the EU countries taken into account during the analysis, and the level of financial well-being in Croatia is one of the lowest. In addition to the above, the analysis of the results of the financial literacy research of secondary school students for 2021 and 2022, as well as the financial literacy of teachers and their interest in conducting educational activities related to financial literacy for students, is presented. High school students in Croatia have a higher level of financial behavior than financial knowledge, so for example they mostly compare products before buying, but they do not know the features of the pension system. Teachers show interest in conducting financial literacy education for students, and most believe that financial literacy should be part of the curriculum. Teachers achieved the highest level of financial literacy in the category of financial knowledge, and the lowest in financial attitude. The above points to the necessity of an increase in educational activities, primarily aimed at young people in order to increase the financial literacy of citizens. It is necessary to continue the implementation and development of the national strategic framework for financial literacy, as well as systematic and continuous education within the educational system
Strategy for the export of Vegeta products to the Canadian market
No full textIzvoz je ključan faktor rasta konkurentnosti poduzeća u današnjem globaliziranom svijetu. Za uspješan proces izvoza proizvoda na inozemno tržište potrebna je detaljna analiza tržišta i tržišnog potencijala samog proizvoda. Na temelju detaljnih analiza omogućuje se uvid u realno stanje na nekom tržištu te procjena mogućnosti za uspješno poslovanje na istom. U radu je analizirano i istraženo trenutačno stanje poduzeća Podravka, poslovno okruženje Kanade, SWOT analiza poduzeća Podravka te analiza konkurencije. Na temelju navedenih analiza odabirana je strategija izvoza, definirani su SMART ciljevi te su odabrane strategija segmentacije i strategija pozicioniranja. Cilj istraživanja je analizirati najuspješniju strategiju izvoza proizvoda Vegeta na tržište Kanade. Tijekom istraživanja korištene su metode deskripcije i analitike, metoda komparacije, generalizacija, specijalizacija, povijesna metoda i sinteza. Na temelju istraživanja vidljivo je da je najbolja strategija izvoza proizvoda Vegeta na tržište Kanade posredan izvoz.Export is a key factor in the growth of competitiveness of companies in today's globalized world. For a successful process of exporting a product to a foreign market, a detailed analysis of the market and the market potential of the product itself is required. On the basis of detailed analyses, it is possible to gain insight into the real situation on a certain market and to assess the possibilities for successful business on the same market. The paper analyzed and researched the current state of Podravka, the Canadian business environment, SWOT analysis of Podravka, and competition analysis. Based on the aforementioned analyses, an export strategy was selected, SMART goals were defined, and a segmentation strategy and a positioning strategy were selected. The aim of the research is to analyze the most successful strategy for exporting Vegeta products to the Canadian market. The methods of description and analysis, the method of comparison, generalization, specialization, historical method and synthesis were used during the research. Based on the research, it is evident that the best strategy for exporting Vegeta products to the Canadian market is indirect export
Razvoj i implementacija informacijskog sustava na primjeru Valamar Riviere d.d.
No full textThis master thesis investigates the development and implementation of an information system, using Valamar Riviera d.d. as a case study. Through a comprehensive analysis, the research examines the processes involved in conceptualizing, designing, and deploying an information system within the organizational context of a company. The study employs a mixed-methods approach, including qualitative and quantitative analyses, to explore the challenges, strategies, and outcomes associated with the development and integration of the information system. Specifically, the research includes insights from employees across various sectors within the company, including Finance and Accounting, Digitalization, Sales and Management, and Valamar Call Center, obtained through a structured questionnaire. By evaluating the impact of the information system on organizational efficiency, decision-making processes, and overall business performance, this study contributes to a deeper understanding of information system development and its implications for organizational success
Business analysis of the top 10 most important freight forwarders in international trade
No full textIn order to facilitate international trade and smooth flow of commodities across the globe, international freight forwarders play an essential role. Freight forwarders in international trade, as intermediaries between two parties, have a task to organize and prepare the movement of goods and all other related services on a client’s behalf. By negotiating freight prices, routes, and modes of transportation, their main responsibility is to guarantee that foreign commodities arrive at the destination in time, at the exact place, in the same form, and at the lowest possible cost. Being an expert in their field leads them to successful and well-established business, thus taking their place in the ranking among the best. Therefore, this thesis seeks to provide a list of the top ten freight forwarders at the global level, explaining their role, scope of services and industries in which they operate, as well as other relevant business factors that have an impact on their international business performance
How Digitalization Transforms The Croatian Tax System
No full textRepublika Hrvatska, Ministarstvo financija, Porezna uprava nije iznimka u globalnom
trendu digitalizacije koji transformira sve sustave. Ovaj istraživački rad ispituje različite
digitalne alate i metodologije koje Ministarstvo financija, Porezna uprava integrira u svoj
sustav kako bi poboljšao efikasnost, povećao zadovoljstvo poreznih obveznika i povećao
naplatu prihoda. Uključeni su Centralni sustav upravljanja rizicima (CRMS), Elektronički
nadzor (E-Nadzor), Elektronička ovrha (E-ovrha), hibridni model rada Smart Working te
Elektroničko uredsko poslovanje (EUP). CRMS i E-nadzor koriste sofisticirane algoritme
i podatke u stvarnom vremenu za prepoznavanje opasnosti u vezi s poreznim obvezama i
provedbu porezne kontrole na daljinu. E-ovrha pojednostavljuje postupak naplate duga,
omogućavajući efikasniju naplatu poreza. Smart Working omogućuje fleksibilne radne
uvjete, povećavajući zadovoljstvo i produktivnost zaposlenika. I na kraju, svrha
elektroničkog uredskog poslovanja (EUP) je pojednostaviti i digitalizirati administrativne
zadatke i procese unutar organizacije. Cilj mu je poboljšati efikasnost, produktivnost i
suradnju zamjenom tradicionalnih papirnatih radnih procesa digitalnim alatima i
tehnologijama. Ovaj rad zaključuje da su ove digitalne transformacije značajno poboljšale
efikasnost i efektivnost Hrvatske Porezne uprave te nudi prijedloge za daljnje poboljšanje.The Republic of Croatia, the Ministry of Finance, the Tax Administration is no exception
in the global digitization trend that is transforming all systems. This research paper
examines the various digital tools and methodologies that the Ministry of Finance, Tax
Administration is integrating into its system to improve efficiency, increase taxpayer
satisfaction, and increase revenue collection. Included are the Central Risk Management
System (CRMS), Electronic Supervision, Electronic Billing (E-Billing), the Smart
Working hybrid work model and Electronic Office Operations, MIN CRMS and Esurveillance use sophisticated algorithms and real-time data to identify risks related to tax obligations and implement remote tax control. E-Collection simplifies the debt collection process, enabling more efficient tax collection. Smart Working enables flexible working
conditions, increasing employee satisfaction and productivity. And finally, the purpose
of electronic office operations (EUP) is to simplify and digitize administrative tasks and
processes within the organization. It aims to improve efficiency, productivity and
collaboration by replacing traditional paper-based work processes with digital tools and
technologies. This paper concludes that these digital transformations have significantly
improved the effectiveness and efficiency of CTA and offers suggestions for further
improvement
Contractual risk management in renewable power purchase agreements
No full textThe thesis begins with an outline of the basic concepts required to understand how PPAs work and sets out the framework for a deeper dive into the management of risks associated with PPAs. The thesis then analyses the different types of risks in long-term power purchase agreements, ranging from risks relating to intermittent nature of renewable energy to market risks and the risks associated with the legal environment. These risks are generally classified as energy risks (price risk, volume risk, profile risk, balancing risk and curtailment risk), market risks (counterpart risk and change in law) and project risks (development and construction risk, force majeure and changed circumstances). The author proposes different contractual structures (physical versus virtual PPA), specific contractual approaches (risk mitigating provisions) and business models (pay-as-produced, baseload, hybrid) that deal with the specifically identified risks.
In the second part of the thesis, the author analyses key contractual provisions that are critical for the proper structuring of the PPAs and the enforcement of specific provisions addressing the risk-mitigating measures. Key provisions will always include detailed clauses on term, termination and dispute resolution.
In the final part of the thesis, the author analyses the expectations on key drivers for future development of the PPA market. These key drivers include the increased participation of market subjects in the PPA market (including citizens and public stakeholders), as well as development of a Hybrid PPA in response to the ever-growing concern on the stability of the grid caused by increased uptake of renewable sources in the grid.Završni rad započinje pregledom osnovnih koncepata potrebnih za razumijevanje ugovora o otkupu električne energije i postavlja okvir za detaljniji pregled upravljanja rizicima povezanim s ugovorima o otkupu električne energije. U radu se zatim analiziraju različite vrste rizika u dugoročnim ugovorima o otkupu električne energije, u rasponu od rizika koji se odnose na nestabilnu prirodu obnovljive energije do tržišnih rizika i rizika povezanih s pravnim okruženjem. Ovi rizici općenito se klasificiraju kao energetski rizici (cjenovni rizik, količinski rizik, rizik profila, rizik energije uravnoteženja i rizik ograničenja), tržišni rizici (rizik neispunjenja od druge strane i rizik promjene zakonodavstva) i projektni rizici (razvojni rizici, rizik nastupa više sile i rizik nastupa promijenjenih okolnosti). Autor predlaže različite ugovorne strukture (ugovor o stvarnom (fizičkom) otkupu električne energije naspram virtualnog ugovora o otkupu električne energije), specifične ugovorne pristupe (odredbe za ublažavanje rizika) i poslovne modele (pay-as-produced, baseload, hibridni) koji se bave konkretno utvrđenim rizicima.
U drugom dijelu rada, autor analizira ključne ugovorne odredbe koje su nužne za pravilno strukturiranje ugovora o otkupu električne energije te ostvarivanje prava utvrđenih posebnih ugovornih odredbi koje se odnose na mjere za smanjenje rizika. Ključne odredbe uvijek će uključivati detaljne klauzule o trajanju ugovora, njegovu raskidu i odredbe o rješavanju sporova.
U završnom dijelu rada, autor analizira očekivanja o ključnim pokretačima budućeg razvoja tržišta ugovora o otkupu električne energije. Ovi ključni pokretači uključuju povećano sudjelovanje tržišnih subjekata na tržištu ugovora o otkupu električne energije (uključujući građane i javne dionike), kao i razvoj hibridnog ugovora o otkupu električne energije kao odgovor na sve veću zabrinutost u pogledu stabilnosti mreže uzrokovanu povećanom uporabom obnovljivih izvora energije u mreži
Analysis of Dutch disease: example of tourism sector of Republic of Croatia
No full textCilj ovog istraživanja je analiza postojanja nizozemske bolesti u sektoru turizma u Hrvatskoj.
Naime, neki autori navode kako nizozemska bolest ne postoji u Hrvatskoj u sektoru turizma, dok
drugi navode posljedice koje je nizozemska bolest imala kao rezultat naglog rasta turističkog
sektora. U radu se pretpostavljalo da nizozemska bolest u hrvatskom sektoru turizma postoji, te da
rast potražnje i priljeva deviza u turističkom sektoru dovodi do realne aprecijacije domaće valute.
Također se pretpostavljalo da rast sektora turizma uzrokuje kretanje radne snage iz drugih sektora
u sektor turizma. Na ovaj su se način pokušavala ispitati dva efekta nizozemske bolesti, efekt
potrošnje i efekt seljenja resursa.
Analizom je utvrđeno kako prihodi od turizma ne utječu na promjene u realnom tečaju, odnosno
da nema kauzalnog odnosa između navedenih varijabli pa prema tome se ne može utvrditi efekat
potrošnje.
U radu su analizirani podaci o udjelu turizma u BDP-u i udjelu poljoprivredne proizvodnje u BDPu u Hrvatskoj putem dvostruko-logaritamskog modela i koeficijenta elastičnosti, te se pokazalo da
rast udjela turizma u BDP-u utječe na pad udjela poljoprivredne proizvodnje u BDP-u Hrvatske,
te se slično pokazalo istinito i za udio prerađivačke industrije u BDP-u što indicira efekat seljenja
resursa kao karakteristiku nizozemske bolesti.
Zbog rastućeg značaja rasta turizma za Hrvatsku, rad naglašava potrebu iznalaženja učinkovitog
okvira i instrumenata ekonomske politike u cilju sprječavanja eventualnih negativnih posljedica
nizozemske bolesti za gospodarstvo Hrvatske.The aim of this study is to analyse the existence of the Dutch disease in the tourism sector in
Croatia. Namely, some authors state that the Dutch disease does not exist in the tourism sector in
Croatia, while others state the consequences of the Dutch disease as a result of the sudden growth
of the tourism sector. The paper assumes that the Dutch disease exists in the Croatian tourism
sector and that the growth in demand and inflow of foreign currency in the tourism sector leads to
a real appreciation of the domestic currency. It was also assumed that the growth of the tourism
sector causes the migration of labour from other sectors to the tourism sector. In this way, an
attempt was made to analyse two effects of the Dutch disease, the consumption effect and the
resource displacement effect.
The analysis showed that tourism receipts have no effect on changes in the real exchange rate due
to the causal relationship between the variables mentioned, so that the consumption effect cannot
be determined.
The paper analysed data on the share of tourism in GDP and the share of agricultural production
in GDP in Croatia using the double logarithmic model and the elasticity coefficient, and it was
shown that the increase in the share of tourism in GDP affects the decrease in the share of
agricultural production in GDP. - this is also true for the share of manufacturing in GDP, indicating
the impact of resource churning as a feature of the Dutch disease.
Due to the far-reaching importance of tourism growth for Croatia, the paper emphasises the need
to find an effective economic policy framework and instruments to prevent possible negative
consequences of the Dutch disease for the Croatian economy
Marketing communication in digital media
No full textU suvremenom poslovanju, naglasak na marketinškoj komunikaciji u digitalnim medijima postaje sve važniji, najviše u kontekstu kozmetičke industrije. S obzirom na dinamično okruženje gdje potrošači sve više koriste online kanale za informiranje i kupovinu proizvoda, analiza učinka digitalnih medija postaje ključna. Ovaj rad usredotočuje se na proučavanje utjecaja digitalnih medija na marketinšku komunikaciju s posebnim naglaskom na kozmetičku industriju. Istraživačka pitanja obuhvaćaju promjene u komunikacijskim strategijama uzrokovanim digitalnim medijima, ulogu integrirane marketinške komunikacije te percepciju potrošača o visokokvalitetnoj kozmetici u usporedbi s pristupačnom kozmetikom putem digitalnih medija. Cilj istraživanja je doprinijeti boljem razumijevanju dinamike marketinške komunikacije u digitalnom dobu, pružajući konkretne uvide u strategije kozmetičke industrije. Očekuje se da će rezultati istraživanja pridonijeti optimizaciji marketinških pristupa unutar ove industrije prateći suvremene trendove i očekivanja potrošača