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Use of alternative sources of financing SME's in the Republic of Croatia
No full textUslijed kontinuiranog suočavanja s problemom pronalaska odgovarajućih izvora financiranja, ali i nedovoljnog poznavanja alternativnih izvora, poduzetnici imaju potrebu tragati za novim financijskim izvorima. Upravo iz tog razloga, ovaj diplomski rad za svoju svrhu imao je prikazati alternativne izvore financiranja i stupanj njihove iskoristivosti u Republici Hrvatskoj. Cilj diplomskog rada odnosio se na prikaz dostupnih alternativnih izvora financiranja malih i srednjih poduzeća (MSP) u Republici Hrvatskoj, ali i na istraživanje upoznatosti, iskustava i mišljenja malih i srednjih poduzetnika o njima. Shodno tome, kako bi se pobliže prikazali razlozi (ne)korištenja alternativnih izvora financiranja od strane hrvatskih MSP, provedena su dva istraživanja, jedno pomoću anketnog upitnika i drugo, putem dubinskog intervjua.
Anketno istraživanje je obuhvatilo 91 ispitanika, a pokazalo se kako su se poduzetnici najčešće financirali vlastitim izvorima te da nemaju dovoljno znanja o alternativnim izvorima financiranja. Također, pokazalo se kako su EU fondovi bili najzastupljeniji kao oblik alternativnog financiranja među poduzetnicima. Cilj provođenja dubinskih intervjua bio je doznati iskustva i mišljenja poduzetnika o alternativnim izvorima financiranja te se doznalo kako poduzetnici najveći problem vide u nedostatku informacija, odnosno edukativnog pristupa, ali i u prevelikim birokratskim zahtjevima i pri korištenju alternativnih izvora financiranja, koji ih stoga često odvraćaju u naumu pribavljanja ovih izvora.
Stoga, pokazalo se, radi povećanja korištenja alternativnih izvora, potrebno je značajno smanjenje u domeni birokratskih zahtjeva, ali i veća pomoć i poticanje poduzetnika u obliku mentorstva, edukacija i olakšanom pristupu raznih drugih informacija. Cilj svega navedenog bi bio potaknuti sve veći broj poduzetnika na korištenje alternativnih izvora financiranja, kako pri pokretanju, tako pri razvoju svog poslovanja.Due to the continuous confrontation with the problem of finding appropriate sources of financing, but also insufficient knowledge of alternative sources, entrepreneurs need to look for new financial sources. Therefore, this thesis, for its purpose had to present alternative sources of funding and volume of their usability in the Republic of Croatia. The aim of this thesis was to present the available alternative sources of financing of small and medium enterprises (SMEs) in the Republic of Croatia, but also to research the knowledge, experiences and opinions of small and medium enterprises about them. Thus, in order to show in more detail the reasons for (non) use of alternative sources of financing by Croatian SMEs, two surveys were conducted, one using a questionnaire and the other, through an in-depth interview.
The survey included 91 respondents, and it was shown that entrepreneurs were most often financed with their own sources and that they do not have sufficient knowledge about alternative sources of financing. Also, it turned out that EU funds were the most represented as a form of alternative financing among entrepreneurs. The aim of conducting in-depth interviews was to find out the experiences and opinions of entrepreneurs on alternative sources of financing, and it was found that entrepreneurs are facing with the lack of information, but also in excessive bureaucratic requirements and the use of alternative sources of financing. intent on obtaining these sources.
Therefore, it has been shown that in order to increase the use of alternative sources, a significant reduction in the domain of bureaucratic requirements is needed, but also greater help and encouragement of entrepreneurs in the form of mentoring, education and easier access to various other information. Doing that, an increasing number of entrepreneurs would be encouraged to use alternative sources of financing, both in starting and developing their business
Building a knowledge management system in a large enterprise
No full textSvrha je diplomskoga rada istražiti sustav upravljanja znanjem u velikom i kompleksnom poduzeću Konzum plus d.o.o. i ispitati koji su najučinkovitiji instrumenti i alati te koje metode se primjenjuju u sustavu. Istraživanje je obuhvatilo cjelokupnost opsega primjene, odnosno implementacije sustava upravljanja znanjem u Konzumu, analizirani su benefiti koje takav sustav donosi, a koji će u konačnici biti mjerljivi kroz realizaciju organizacijskih ciljeva. Za potrebu obrade ove teme provedeno je istraživanje dubinskim intervjuima sa zaposlenicima u različitim organizacijskim odjeljenjima kao i na različitim hijerarhijskim nivoima i to sa šest zaposlenika srednjeg menadžmenta, šest zaposlenika visokog menadžmenta i dva člana uprave. Osim toga uz pomoć anketnog online upitnika ispitano je 120 zaposlenika koji sudjeluju u poslovnim procesima koji donose dodanu vrijednost (zaposlenici područja informatike, maloprodaje, veleprodaje i logistike). Provedenim anketama sa zaposlenicima poduzeća, utvrđeno je da cjeloviti sustav upravljanja znanjem u poduzeću nije uspostavljen. Pojedinačne edukacije se provode u sklopu pojedinih područja, ne postoji mapa procesa, što rezultira nezadovoljstvom većine zaposlenika. Informacijske su tehnologije dostupne, ali se ne koriste u punom potencijalu. Iz provedenih intervjua s visokim menadžmentom i upravom, jasno se pokazuje volja i spremnost uprave za podržavanjem projekta uspostave sustava upravljanja znanjem. Intervjuirani članovi uprave obvezali su se priključiti projektnom timu kao sponzori projekta, kako bi cijeli projekt dobio na važnosti. Očekivanja su da sustav upravljanja znanjem pridonese uspješnijem i lakšem ispunjenu organizacijskih ciljeva te da se Konzum pozicionira u top tri poželjna poslodavca u Republici Hrvatskoj.The aim of this thesis is to explore the knowledge management system in a large and complex company, Konzum plus llc, to examine the most effective instruments and tools, as well as analyze which methods are applied in the company. The study includes the scope of application in full, i.e. the implementation of the knowledge-management system in Konzum, and analyzes the benefits of such a system, ultimately measurable through the realization of organizational goals. For the purpose of analysis, deep interview research was conducted with employees from different organizational units and at various organizational hierarchy levels, including six middle managers, six high-level managers and two board members. Furthermore, a survey was conducted with 120 employees who participate in business processes which deliver added value (IT personnel, retail operators, wholesale and logistics personnel). Survey results confirm there is no comprehensive knowledge-management system implemented in the company. Sporadic training is carried out in certain organizational units, but there are no process guidelines, which leads to dissatisfaction among most employees. Information technology is available, but not used to its full potential. Results obtained from interviews with high-level management and board members clearly demonstrate the board is committed to implement a knowledge-management system project. The board members interviewed are committed to join the project team as a project sponsors, to assure support and add visibility. It is expected that the knowledge-management system will contribute to a more successful and easily completed organizational objectives and to make Konzum one of the top three most desirable employers in Croatia
Stressor analysis and strategy for dealing with stress in managers
No full textStres je vrlo česta pojava i prisutan je u gotovo svim zanimanjima. Menadžeri su pojedinci koji se na svakodnevnoj razini susreću s kratkim vremenskim rokovima i nejasno definiranim ciljevima zbog kojih su sustavno izloženi pritisku. Izvori stresa su mnogobrojni, ali oni svakako ovise o samom pojedincu, odnosima s ljudima u radnoj okolini, kao i samoj organizaciji rada unutar pojedinog poduzeća.
Cilj ovoga rada je analizirati stres kod osoba koje se trenutno nalaze na menadžerskim funkcijama. Istraživanje je provedeno putem intervjua koji je s ispitanicima odrađen lice u lice na uzorku od 10 osoba zaposlenih na menadžerskim pozicijama.
Dobiveni rezultati istraživanja pokazali su da je posao u menadžmentu stresno zanimanje, ali su osobe na tim funkcijama u većoj mjeri naučile upravljati stresom. Istraživanje otkriva kako osim negativnog stresa kojem su izloženi na poslu, ispitani doživljavaju i pozitivan stres. Kao glavni izvori stresa navode se: kratki vremenski rokovi, nejasno definirani poslovni ciljevi i rješavanje problema koji se javljaju u međuljudskim odnosima. Načini nošenja sa stresom koje ispitanici najčešće navode su: provođenje vremena s obitelji, posvećivanje privatnim interesima, sportske aktivnosti i glazba, dok stresne situacije na poslu nastoje riješiti pravovremenim komuniciranjem nadređenoj osobi.
Temeljem razgovora s ispitanicima zaključuje se da unatoč stresu koji doživljavaju kao menadžeri, zaista vole svoj posao te da bi, ako bi iznova mogli birati, opet odabrali isti posao.Stress is a very common occurrence today and is present in almost all occupations. Managers are individuals who, on a daily basis, encounter short deadlines and vaguely defined goals that put them under constant pressure. Sources of stress are numerous, but they certainly depend on the individual, on relationships with the people in their work environment, as well as the organization of work within the company that employs them.
The aim of this study is to analyze stress in people who are currently in managerial positions. The research was conducted through face-to-face interviews on a sample of 10 people employed in managerial positions.
The obtained research results show that management is a stressful occupation; however, people in these positions learn to manage stress more successfully. The research also reveals that in addition to the negative stress they are exposed to at work, respondents also experience positive stress. As the main sources of stress, the respondents cite the following: short deadlines, vaguely defined business goals and solving problems that occur in interpersonal relationships. The way they deal with stress is mostly by spending time with their families, devoting themselves to personal interests, sports activities and music, while stressful situations at work tend to be resolved by communicating them to a superior in a timely manner.
The conclusion that was reached from the interviews is that, despite the stress the respondents experience as managers, they truly love their jobs and, if they were in a situation to choose again, they would choose the same job
Ispitivanje stava mladih o društvenim mrežama
No full textŽivimo u informacijskom vremenu koje je oblikovano tehnologijom, ali samim time imamo ogroman izvor informacija čemu pridonose društveni mediji te su jedan od alata kroz koji primamo informacije. Prema Edelmanovom barometru povjerenja koji tvrdi: „Bez pouzdanog izvora vodstva, ljudi ne znaju gdje i od koga dobiti pouzdane informacije. Globalni infodemičar povećao je nepovjerenje u sve izvore vijesti na rekordno niske razine, s najmanje povjerenja u društvene medije (35%) i medije u vlasništvu (41%) dok su tradicionalni mediji (53%) zabilježili najveći pad povjerenja na osam bodova na globalnoj razini.“Teme ključne u demokratskom društvu prisutne su na svim društvenim mrežama, ali ljudi ne vjeruju u njihove izvore jer ne nude kontekst. Nastankom društvenih mreža i njihovim rastom promijenile su se i navike korisnika. Cilj je ovog rada istražiti stavove i mišljenja mladih o društvenim medijima te kakav oni utjecaj imaju na nas same kao ljude i društvo u kojem živimo, kao i njihove pozitivne i negativne strane. Obrađivat će se teorijski okvir nastanka društvenih mreža, njihov utjecaj na medije i na stavove i mišljenja korisnika društvenih platformi. Za potrebe ovoga rada, provedeno je i istraživanje online upitnikom kojim će se ispitivati stavovi i mišljenja mladih o društvenim mrežama. Istraživanje je pokazalo da većina ispitanika smatra kako društvene mreže utječu na njihove stavove mišljenja te smatraju da imaju utjecaj na promjene u svijetu i njihove međuljudske odnose.1We live in a time of information, time that is shaped by technology, but thus we have a huge source of information that social media contributes to and is one of the tools through which we receive information. 2According to Edelman's trust barometer who argues: "Without a reliable source of leadership, people don't know where or from whom to get reliable information. The global infodemicist has increased distrust of all news sources to record lows, with the least confidence in social media (35%) and media owned (41%) while traditional media (53%) the largest drop in confidence to eight points globally." Topics crucial in a democratic society are present on all social networks, but people do not believe in their sources because they do not offer context. With the emergence of social networks and their growth, users' habits have also changed. The aim of this paper is to explore the attitudes and opinions of young people about social media and what impact they have on ourselves as people and the society in which we live, as well as their positive and negative sides. The theoretical framework of the emergence of social networks, their influence on the media and on the views and opinions of users of social platforms will be addressed. For the purposes of this paper, a survey ofonline questionnaires was conducted to examine the attitudes and opinions of young people on social networks. The survey found that most respondents think that social networks influence their attitudes of opinion and feel that they have an impact on changes in the world and their interpersonal relationships
The Advantages and Disadvantages of Working from Home According to the Employees of a Domestic Telecommunications Company
No full textPojava novih modela rada, sve veća želja za fleksibilnošću i napredak tehnologije koja
omogućava mobilnost naglašavaju potrebu za što boljim razumijevanjem rada na
daljinu. Kako bi se smanjio rizik širenja koronavirusa, vlade diljem svijeta savjetovale
su rad od kuće što je dovelo do naglog prelaska na rad na daljinu i povećanja broja
ljudi koji rade od kuće. Rad na daljinu ima prednosti za društvo, poslodavca pa time i
pojedinačno za svakog zaposlenika. Međutim, postoje i nedostaci ovakvog modela
rada s kojima bi tvrtke trebale biti upoznate kako bi pravovremeno reagirale i svele ih
na minimum.
Cilj je ovoga rada teorijski definirati rad od kuće, utvrditi prethodno iskustvo rada od
kuće, utvrditi prednosti i nedostatke rada od kuće prema mišljenju zaposlenika
domaće tvrtke iz područja telekomunikacijskih usluga te utvrditi njihovu sklonost
prema radu od kuće u odnosu na spol, dob, obiteljske prilike, prethodno iskustvo, radni
status, mjesto rada i vrstu posla.
Za potrebe istraživanja provedena je anonimna anketa na uzorku od 85 zaposlenika
jedne poslovne jedinice odabrane tvrtke. Rezultati istraživanja pokazuju da su prema
mišljenju zaposlenika najveće prednosti rada od kuće sljedeće: nema putovanja na
posao i natrag, veća udobnost (ležernija odjeća i obuća), lakše usklađivanje poslovnog
i privatnog života. Najveći su nedostaci rada od kuće: nedostatak radnih uvjeta
(prostor za rad, radna stolica, stol), nedostatak komunikacije licem u lice s kolegama
i previše telefonskih razgovora i sastanaka putem telekonferencijske veze. Navedena
će saznanja pomoći tvrtki uvidjeti na kojim područjima djelovati kako bi osigurala veću
radnu učinkovitost i zadovoljstvo zaposlenika u budućnosti.The emergence of new models of work, the growing desire for flexibility and the
advancement of technology that enables mobility emphasizes the need for a better
understanding of remote work. To reduce the risk of the coronavirus spreading,
governments around the world have advised working from home, which has led to a
sharp shift to remote work and an increase in the number of people working from
home. Remote work offers advantages for the company, the employer, and thus
individually for each employee. However, this model of work has downsides as well,
and companies should be aware of these in order to respond in a timely manner and
minimize them.
The aim of this paper is to theoretically define work from home, determine the previous
experience of work from home, determine its advantages and disadvantages
according to employees of domestic companies in the field of telecommunications
services and, ultimately, determine their preference for work from home in relation to
gender, age, family circumstances, previous experience, work status, place of work
and type of job.
For the purposes of the research, an anonymous survey was conducted on a sample
of 85 employees of one business unit of a selected company. The results of the
research show that, in the employees’ opinion, the biggest advantages of working from
home are the following: no commuting, greater comfort (more casual clothes and
shoes), easier reconciliation of business and private life. The biggest disadvantages
of working from home are lack of working conditions (work space, work chair, desk),
lack of face-to-face communication with colleagues and too many telephone
conversations and meetings via teleconference. These findings will help the company
identify areas in which it needs to make an impact to ensure greater work efficiency
and employee satisfaction in the future
Application of statistical methods in quality management system as a function of business processes improvement – case study on a selected company
No full textKvaliteta danas predstavlja nezaobilazan parametar svakoga ozbiljnog poslovanja. Briga za kupca i svijest o njegovoj potrebi, kao i sve veći stupanj integriranosti kvalitete uposlovanje, predstavljaju glavne preduvjete za uspjeh. Kompanije koje to prepoznajui ulažu svoje vrijeme, znanje, trud i novac u formiranje što kvalitetnijih procesa i njihovo konstantno unaprjeđivanje, posljedično ostvaruju konkurentsku prednost. Na modernom i kompetitivnom tržištu upravo kvaliteta postaje presudnim čimbenikom u ostvarivanju toga cilja. Nažalost, u Hrvatskoj važnost područja upravljanja kvalitetom još uvijek nije prepoznata u istoj mjeri kao u razvijenim gospodarstvima pa je stoga jedan od ciljeva ovoga rada povećati svijest o važnosti kvalitete. Ovaj specijalistički diplomski stručni rad ima za cilj odrediti i analizirati glavne procese u odabranoj kompaniji, a potom i sustav upravljanja kvalitetom unutar nje. Nerazvijena svijest o važnosti takvog sustava u kombinaciji s nedostatnom zastupljenosti statističkih metoda koje sustav nosi sa sobom, dovode do nedovoljno iskorištenog potencijala poslovanja.Nowadays quality represents an indispensable parameter of every serious business. Customer care and awareness of its requisite, as same as an increased degree of integration of quality into the business, represents the main prerequisites for success. Companies that recognize and invest their time, knowledge, effort and money (capital) into the formation of the highest quality processes and constant improvement, consequently achieve an advantage among competitors. In a modern and competitive open market, quality becomes a crucial factor with which a company gains that goal. Unfortunately, in Croatia the importance of quality management scope (field) still is not recognized to the same extent as in the more developed economies. Thus, this thesis aims to increase awareness of quality control. The goal (aim) of this graduate special course thesis is to determine and analyze the main processes of the selected (chosen) company, and afterwards of the internal quality control system as well. Insufficiently developed awareness of such a system in combination with ineffective usage of statistical methods that are brought up by the system leads to a neglection (incomplete use) of full (entire) business potential
Potencijali filmskoga turizma u stvaranju imidža, ponudi i promociji hrvatskih turističkih destinacija
No full textIstodobno s pokretanjem programa pod nazivom Filming in Croatia započeo je razvoj filmskoga turizma u Republici Hrvatskoj. Nakon uspješno odrađenih projekata kao što su televizijska serija „Igra prijestolja“ i film „Diana“, Republika Hrvatska postala je idealno odredište za snimanje filmova, serija i emisija strane produkcije. Stoga je cilj ovoga rada istraţiti kako serija „Igra prijestolja“ pridonosi ukupnom imidžu grada Dubrovnika i Republike Hrvatske. Za potrebe istraživanja proveden je opsežan intervju s petero sudionika iz turističkoga i filmskoga sektora Republike Hrvatske. Istraživanjem je utvrđeno da država podupire filmski turizam na odgovarajući način, ali bi suradnja turističkih djelatnika s Ministarstvom turizma i HTZ - om, trebala biti puno bolja. Zahvaljujući programu poticaja, serija „Igra prijestolja“ snimala se u Dubrovniku i drugim lokacijama u Republici Hrvatskoj, što je povećalo svijest turista i privlačnost Republike Hrvatske kao turističkoga odredišta. Zabilježen je veći broj turista, veći broj noćenja i veća ukupna potrošnja turista. Serija je postala dio imidža, ali sudionici istraživanja ističu da je popularnost serije prolazna i da ona neće ostati dio hrvatskoga turističkog imidža duže vrijeme.The development of film tourism in Croatia began with the launch of the program called Filming in Croatia. After successfully completed projects such as the television series Game of Thrones and the film Diana, Croatia has become an ideal destination for shooting foreign films, series and shows. Therefore, the aim of this paper was to investigate the potential of film tourism in image creation and impact on marketing activities in Croatian tourist destinations, specifically how the Game of Thrones series contributes to the overall image of Dubrovnik and Croatia. For the purposes of the research, an in-depth interview was conducted with five stakeholders from the tourism and film sector of the Republic of Croatia. The research found that the government supports film tourism sufficiently, but the cooperation of tourism sector with the Ministry of Tourism and the CNTB should be much better. Thanks to the incentive program, the Game of Thrones series was filmed in Dubrovnik and Croatia, which increased the awareness of tourists and the attractiveness of destinations. A higher number of tourists, a higher number of overnight stays and a higher total consumption of tourists were recorded. The series has become part of the image, but research participants point out that the popularity of the series is temporary and that it will not remain part of the Croatian image for a long time
Impact of the COVID-19 pandemic on the event management industry in Croatia
No full textTema je ovoga rada analiza konkretnih utjecaja pandemije COVID-19 na industriju organizacije događaja u Hrvatskoj. Istraživanje u radu posebno se oslonilo na određene vrste događaja. To su glazbena, konferencijska i korporativna događanja. U radu je predstavljeno detaljno istraživanje koje se temelji na dubinskim intervjuima kao primarnim izvorom podataka i na desk analizi kao sekundarnim izvorom. U samom početku obrađena je tema organizacije posebnih događanja kao i vrste istih. Potom se analiza u radu nastavlja prikazivanjem posljednjih trendova u event sektoru te stanja industrije u Hrvatskoj iz 2020. godine. Desk metodom obrađena je reakcija industrije na prvu pojavu koronavirusa u Hrvatskoj. Detaljno su istražene provedene epidemiološke mjere koje su usko vezane uz organizaciju događaja, a potom analizom medijskih objava utvrđena je i sama prilagodba na mjere. S obzirom da se radi o kriznoj komunikaciji, rad nudi neke zanimljive zaključke i kreativne komunikacijske prilagodbe u svijetu. U rezultatima istraživanja ponuđene su SWOT, PESTLE te analiza konkurencije koje prikazuju stanje pojedinih organizacija u industriji. Dubinski intervju koji je temeljna odrednica istraživanja detaljno je obrađen. Ispitanici koji su sudjelovali četiri su event menadžera koji godinama djeluju unutar spomenute industrije u Hrvatskoj, a pritom djeluju u različitim sektorima. Autor je predložio krizne komunikacijske strategije, a na raspravu dodatno potiču različita mišljenja event menadžera. Analizirani su svi detaljni potezi, detektirani su komunikacijski problemi, izazovi, pozitivni i negativni utjecaji te poboljšanja. U konačnici autor je iznio i svoj vid rješenja krize, a vodio se upravo rezultatima istraživanja.The topic of this paper is the analysis of the concrete impact of the COVID-19 pandemic on the event management industry in Croatia. The research relies on the specific types of events, such as music, conference, and corporate events. The paper presents a detailed research based on in-depth interviews as the primary data source and desk analysis as the secondary source. The topic of organising specific events and the types of specific events is covered in the beginning of the paper. Then, the analysis continues with presenting the latest trends in the events sector and the state of the industry in Croatia from 2020. The reaction of the industry to the first appearance of COVID-19 was processed with desk research. The implemented epidemiological measures that are closely related to the event management were investigated in detail. Then, by analysing media releases, the adjustment to the measures was also determined. Since one of the topics is crisis communication, the paper offers interesting conclusions and creative communication adjustments in the world. The results of the research offer SWOT, PESTLE and the competition analysis which show the state of individual organisations in the industry. The in-depth interview, a fundamental determinant of this research, was covered in detail. The participants were four event managers who have been working as a part of the mentioned industry in different sectors. The author proposes crisis communication strategies, with the discussion being further encouraged by the different opinions of the event managers. All detailed moves were analysed and problems with communication, challenges, positive and negative impacts, and improvements were detected. Finally, guided by the results of the research, the author proposes his own view of the solution to the crisis
Communication strategy of Tvornica snova on social digital platforms
No full textIstraživački problem ovog rada definiran je kao neistraženost komunikacijske strategije Tvornice snova na društvenim digitalnim platformama. Korištenjem literature te stručnih web članaka u radu su prezentirani stanje digitalnih medija i društvenih mreža u Hrvatskoj, ali i aktualni tržišni trendovi u svijetu društvenih digitalnih platformi. Potom je napravljena sadržajna analiza aktualnog stanja na društvenim mrežama Tvornice snova te je provedena anketa među postojećim kupcima Tvornice snova s pitanjima usmjerenima na dobivanje njihove demografske slike zadovoljstvo sadržajem te korisničkom podrškom. Dobiveni rezultati u raspravi su stavljeni u kontekst, a zaključci su potom, imajući u vidu literaturu te aktualne tržišne trendove, iskorišteni za prijedlog poboljšanja komunikacijske strategije Tvornice snova te njihovu implementaciju. Generalni zaključak rada je da je Tvornica snova solidno posložila komunikacijsku strategiju, ali, još bitnije, utvrđeno je koje su njene slabe i problematične točke, ali i potencijal za poboljšanje. S obzirom na brze promjene u svijetu digitalnih mreža i marketinga te pripadajućih trendova, u radu se preporučuje da se mnijenje publike ispituje barem jednom godišnje te da se svježa saznanja odmah implementiraju u komunikacijsku strategiju.he research problem of this thesis is defined as the unexplored communication strategies of Tvornica snova on social digital platforms. Using literature and professional web articles, the thesis presents the state of digital media and social networks in Croatia, as well as current market trends in the world of social digital platforms. Then, a content analysis of the current situation on the social networks of Tvornica snova was made, and a survey was conducted among the existing customers of Tvornica snova with questions focused on their demographic picture, satisfaction with the content, and quality of customer support. The obtained results in the discussion were put into context, the conclusions were then, having in mind the literature and current market trends, used to propose the improvement of communication strategies of Tvornica snova and their implementation. The general conclusion of the thesis is that Tvornica snova has solidly organized the communication strategy, but more importantly, it has been determined where its problems are, but also the potential for improvement. Given the rapid changes in the world of digital networks and related marketing trends, it is recommended that the opinion of the audience be surveyed at least once a year so that fresh findings are immediately implemented in the communication strategy
Efficacy of personalized digital marketing and the ethics of using user's personal data
No full textRazvitkom digitalne tehnologije, privatnost je postala bitna tema na globalnoj agendi. Pojavom Weba 2.0. predstavljen je novi način korištenja interneta. Korisnici imaju priliku prilagoditi svoje mrežno iskustvo prema vlastitim interesima i željama. Personalizacija postaje novi standard, a korisnici pristaju na uvjete o korištenju u koje su nedovoljno upućeni. Internetski kolačići popularan su primjer prikupljanja informacija o korisnicima bez njihova znanja. U svrhu dokazivanja da korisnici nesvjesno dijele svoje osobne informacije, napravljeno je empirijsko istraživanje. Istraživanje je provedeno u anketnom obliku te je od korisnika tražilo da se izjasne o korištenju kolačića i personaliziranom marketingu. Istraživanje je također nastojalo procijeniti uspješnost personaliziranog marketinga. Brojke dobivene u istraživanju upućuju kako većina korisnika prihvaća korištenje kolačića iako se smatraju nedovoljno upućenim u njihove svrhe i povijest. Sigurnost korisničkih podataka ovisi o zakonima i regulacijama koje nerijetko kasne za ubrzanim razvojem interneta. Bolje informiranje korisnika i osiguravanje potpune kontrole korisnika nad svojim informacijama obećavajući je korak prema ponovnom ostvarenju prava na privatnost.As technology advances, privacy still remains an important topic on the global agenda. Web 2.0. introduced a new way of interacting with the internet. Users are given an opportunity to tailor their on-line experiences. Personalization became the new standard and users today are agreeing to terms they don’t understand. Internet cookies are one common example of collecting users’ information without properly notifying them about it. In order to prove that users are unknowingly sharing their personal information, a research had been conducted. Empirical research in poll form asked users to state their knowledge and acceptance of cookies and personalized marketing. The research also tried to determine what percentage of users ended up buying the products advertised to them. The numbers showed that the majority of participants accepted cookies even though they thought themselves unknowledgeable about the cookies’ uses and history. Safety of user’s data depends on laws and regulations which are often outdated due to the internet’s rapid growth and development. Informing the users and allowing them complete control over their data would be a promising step towards reclaiming the right to privacy