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Odnosi s javnošću i menadžment događaja u industriji zabave
No full textThis research paper investigates the role public relations and event management have in the
entertainment industry, focusing on music events such as festivals, club nights and the culture
of clubbing, making this a niche topic to cover. While there has been significant research on
public relations and event management separately, it has been discovered there are not many
findings on their relationship within the music entertainment industry. Qualitative research was
conducted on five experienced professionals with different career backgrounds. Specifically,
they were interviewed about their thoughts and experiences with public relations and event
management. This research focused on gathering information for the improvement of the
growing entertainment industry and its environment. The research revealed the importance of
planning, rules, open communication and cooperation, as well as nurturing media and
stakeholder relationships. Future research should additionally evaluate this topic on more
industry professionals with different career backgrounds and experiences.Rad istražuje suodnos odnosa s javnošću i upravljanja događajima u industriji zabave,
usredotočujući se na glazbene događaje kao što su festivali, klupske večeri i kultura klupskih
aktivnosti, što čini jedinstvenu temu. Iako su provedena znatna zasebna istraživanja o odnosima
s javnošću i upravljanju događajima, otkriveno je da nema mnogo istraživanja o njihovu
odnosu unutar industrije glazbene zabave. Kvalitativno istraživanje provedeno je na pet
iskusnih stručnjaka s različitim karijerama. Točnije, ispitani su o svojim razmišljanjima i
iskustvima s odnosima s javnošću i menadžmentom događaja. Navedeno istraživanje
usmjereno je na prikupljanje informacija za poboljšanje industrije zabave koja se neprestano
razvija. Istraživanje je otkrilo važnost planiranja, pravila, otvorene komunikacije i suradnje te
njegovanja odnosa medija i sudionika industrije zabave. Buduća bi istraživanja trebala dodatno
istražiti izabranu temu rada tako da uključe više profesionalaca iz industrije zabave s različitim
karijerama i iskustvima
The Analysis of the Necessary Managerial Skills Required for Managing the Selected Beauty Salon
No full textU radu se analizira način korištenja menadžerskih vještina kod upravljanja kozmetičkim salonom na primjeru zatvorenog obiteljskog kozmetičkog salona Sjajna u Zagrebu. Istraživanje je provedeno putem polustruktuiranog intervjua s troje obiteljskih osnivača, suvlasnika i menadžera zatvorenog salona Sjajna te s dva vlasnika uspješnih kozmetičkih salona. Pitanja su sastavljena na temelju teorije i provedenog empririjskih istraživanja o razvijensoti menadžerskih vještina u obiteljskom poduzeću (Ivas, 2018). Rezultati istraživanja su pokazali kako nema razlike u samoprocjeni razvijenosti menadžerskih vještina između članova menadžerskog tima zatvorenog salona Sjajna i menadžera dvaju uspješnih kozmetičkih salona. Menadžerski tim zatvorenog salona smatra da su interpersonalne vještine najbitnije za timski rad, a menadžeri uspješnih salona se slažu s tom tvrdnjom. Na temelju dobivenih razultata može se zaključiti kako je kozmetički salon Sjajna imao menadžerski potencijal za uspješno poslovanje, no splet raznih drugih okolnosti - bolest, pandemija CoVID i gospodarska kriza doveli su do njegova zatvaranja. Bez obzira na zatvaranje salona, stečeno je vrijedno poduzetničko iskustvo gdje su se na konkretnom primjeru mogle primijeniti menadžerske vještine. Preporuke poduzetnicima su daljnje i kontinuirano usavršavanje učenjem i prakticiranjem menadžerskih vještina. Za daljnja istraživanja trebalo bi uzeti veći uzorak obiteljskih poduzeća i njihovih menadžera te istražiti razlike između menadžera koji su članovi obitelji i neobiteljskih menadžera.Paper analyzes the way of using managerial skills in managing a beauty salon, using the example of the closed family beauty salon Sjajna in Zagreb. The research was carried out through a semi-structured interview with three family founders, co-owners, and managers of the closed salon Sjajna and with two owners of successful beauty salons. The questions were composed based on theory and conducted empirical research on the development of managerial skills in a family Business (Ivas, 2018). The results of the study showed that there is no difference in the self-assessment of the development of managerial skills between the members of the management team of the closed salon Sjajna and the managers of two successful beauty salons. The Management team of a closed salon believes that interpersonal skills are the most important for teamwork, and the managers of successful salons agree with this statement. Based on the obtained results, it can be concluded that the beauty salon Sjajna had the managerial potential for a successful business, but a combination of various other circumstances - illness, the COVID pandemic, and the economic crisis led to its closure. Regardless of the closing of the salon, valuable entrepreneurial experience was gained where managerial skills could be applied to a concrete example. Recommendations for entrepreneurs are further and continuous improvement by learning and practicing managerial skills. Further research should take a larger sample of family businesses and their managers and explore the differences between family managers and non-family managers
Digital influencers and women's consumer habits
No full textU suvremenom društvu društvene mreže i digitalni influenceri imaju značajan utjecaj na potrošačke navike. Ovim se radom ispituje percepcija utjecaja digitalnih influencera na potrošačke navike žena. Analizira se važnost influencera prilikom odluke o kupovini te su također predočeni čimbenici koji su zaslužni za povjerenje potrošača, odnosno žena, u influencere. Kroz analizu relevantne literature i provedenog primarnog istraživanja u radu se povezuje teorija konzumerizma s marketingom uz pomoć influencera koji su postali važni lideri mišljenja u modernoj promociji. Istraživački dio rada proveden je u dva dijela: kvantitativni dio koji je proveden u obliku anketnog upitnika među ženskom populacijom te kvantitativni u obliku tri dubinska intervjua. Zaključno s analizom rezultata istraživanja može se zaključiti kako sadržaj influencera često igra ključnu ulogu u procesu istraživanja o proizvodu i konačne kupovine. Također, važnu ulogu u povjerenju potrošača prema influencerima ima transparentnost o sponzorstvima i stručnost influencera u određenom području.In modern society, social networks and digital influencers have a significant influence on consumer habits, especially among women. This paper examines the perception of the impact of digital influencers on women's consumer habits, analyzing the importance of influencers in purchasing decisions and identifying the factors responsible for consumer trust, specifically women's trust, in influencers. Through the analysis of relevant literature and primary research, the paper connects the theory of consumerism with influencer marketing, highlighting influencers as important opinion leaders in modern promotion. The research part of the paper was conducted in two segments: a quantitative section through a survey among women and a qualitative section consisting of three in-depth interviews. Based on the analysis of the research results, we can conclude that influencer content often plays a key role in the product research and final purchase process. Additionally, transparency about sponsorships and the influencer's expertise in a specific area play important roles in building consumer trust in influencers
Analysis of the application of design thinking approach in the mobile games industry
No full textThinking (DT) metodologija iterativan je proces u kojem se kroz 5 faza na kreativan način pokušavaju riješiti problemi korisnika, na način da se empatijom, definiranjem, ideacijom, izradom prototipa i testiranjem dođe do kreativnog i najboljeg mogućeg rješenja. Istraživanja potvrđuju kako su određena stanja uma povezana s uspješnošću provođenja ovog procesa. Stanje uma (engl. mindset) predstavlja skup stavova, navika i načina razmišljanja koji oblikuju identitet pojedinca ili skupine. Cilj istraživanja ovog rada bio je otkriti eventualne razlike u stanjima uma između ispitanika s obzirom na iskustvo s design thinking metodologijom. Za samo istraživanje korištena je metoda anketnog upitnika. U istraživanju je sudjelovalo 96 ispitanika različitih rodnih skupina iz industrije mobilnih igara u Republici Hrvatskoj. Bez obzira na to koriste li DT metodologiju ili ne, većina ispitanika je pokazala stanja uma bitna za uspješno provođenje te metodologije. Također se pokazalo kako se DT metodologija koristi u velikoj mjeri tijekom svih faza u inovativnim procesima poslovanja u dvaju ispitanih poduzeća. Istraživanje nije otkrilo značajne razlike u stanjima uma između osoba upoznatih s DT metodologijom i onih koje je ne poznaju. Ispitanici su ocijenili DT metodologiju kao važan doprinos uspjehu poduzeća i vlastitoj produktivnosti, čak i ako nisu bili svjesni da ju koriste.Design Thinking (DT) methodology is an iterative process in which, through 5 stages, organizations try to creatively solve consumers problems through empathy, defining, ideation, prototyping, and testing, to reach the best possible solution. Research confirms that certain mindsets are associated with the success of this process. Mindset is a way of thinking, beliefs, and habits which define an individual or a group of people. The aim of this research was to determine any differences in mindsets between respondents in the mobile game industry based on their usage of design thinking methodology. The survey questionnaire method was used for the research itself. 96 respondents of every gender from Croatia who work in the mobile game industry participated in the survey. The results of the research showed that the majority of respondents, regardless of whether they use the DT methodology or not, possess mindsets important for the successful implementation of the DT methodology. It was also shown that the DT methodology is used to a large extent during innovative processes of business in the two surveyed companies. No big difference was found in mindsets of people who are familiar with the DT methodology and those who are not. Respondents believe that the DT methodology significantly contributes to the success of the company as well as to better productivity of the respondents, although sometimes they themselves are not aware that they are using it
Analysis of the role of the concept of celebrity endorsement in building the image of luxury brands on selected examples
No full textKada govorimo o celebrity endorsementu zapravo govorimo o određenim aktivnostima u kojima slavna osoba koristi svoju slavu, ugled ili prepoznatljivost kako bi promovirala određene proizvode ili usluge. Ovim konceptom se najčešće služe brojni brendovi i kompanije kako bi dospjeli do šire javnosti te ostvarili veći profit. Slavne osobe u današnje vrijeme predstavljaju glavne pokretače novih trendova te im publika radi sličnih interesa, stavova i mišljenja sve više vjeruje kad je riječ o preporukama za određene proizvode. S obzirom na manjak istraživačkih radova na hrvatskom jeziku koji se bave celebrity endorsementom, autorica rada kroz analizu relevantnog sadržaja i istraživanja prikazuje ulogu koncepta celebrity endorsementa u stvaranju imidža luksuznih brendova. Rad istražuje uloge korištenja slavnih osoba u kampanjama koje promoviraju određene luksuzne brendove, s posebnim fokusom na brendove Dior i Bvlgari. Cilj rada bio je istražiti kako angažiranje poznatih i slavnih može doprinijeti prepoznatljivosti brenda. Kolika je zapravo učestalost prikazivanja slavnih na društvenim mrežama te kojim se vrstama sadržaja najčešće koriste. Istraživanje je provedeno u srpnju 2024. godine te je primijenjena kvalitativna i kvantitativna metoda analize sadržaja te analiza podataka iz relevantne literature i dosadašnjih istraživanja. Ukupno je analizirano 600 objava na tri društvene mreže (Instagram, TikTok i YouTube) te 50 objava šest slavnih osoba. Istraživanje je pokazalo koliko često se koriste poznate osobe u promociji, što otvara prostor za daljnja istraživanja na temu celebrity endorsement.When we talk about celebrity endorsement, we are actually talking about certain activities in which a celebrity uses his fame, reputation or recognition to promote certain products or services. This concept is most often used by many brands and companies to reach the public and make more profits. Celebrities nowadays are the main drivers of new trends, and the audience increasingly trusts them when it comes to recommendations for certain products due to similar interests, attitudes and opinions. Given the lack of research papers in the Croatian language dealing with celebrity endorsement, the author of the paper, through the analysis of relevant content and research, shows the role of the concept of celebrity endorsement in creating the image of luxury brands. The paper explores the roles of the use of celebrities in campaigns promoting certain luxury brands, with a special focus on the brands Dior and Bvlgari. The aim of this paper was to explore how hiring celebrities can contribute to brand recognition. What is the frequency of celebrities being shown on social networks, and what types of content are they most often used. The research was conducted in July 2024 and a qualitative and quantitative method of content analysis was applied, as well as data analysis from relevant literature and previous research. A total of 600 posts on three social networks (Instagram, TikTok and YouTube) were analyzed, and 50 posts by six celebrities. The results showed the frequency of celebrity use and can be used to provide research on the topic of celebrity endorsement
An analysis of consumer habits in electronic publication
No full textDigitalna je revolucija uvelike olakšala dijeljenje i dostupnost informacija. Ona je novinarstvu donijela brzinu plasiranja informacija donoseći ljudima informacije u trenutku kada se događaji odvijaju. U radu je predstavljena povijest i razvoj elektroničkih publikacija u Hrvatskoj kao i njihova zakonska regulativa. U ovom su se radu istražile navike korisnika elektroničkih publikacija. Željelo se detaljnije analizirati digitalne navike različitih dobnih skupina, njihove pretplate na elektroničke publikacije te mišljenja o hrvatskim portalima. Htjelo se istražiti ima li razlike u dobnim skupinama što se tiče konzumacije sadržaja digitalnim putem i digitalnim pretplatama. Istraživačka metoda koja je korištena je anketa putem interneta. Rezultati pokazuju kako se učestalost konzumacije elektroničkih publikacija uvelike ne razlikuje s obzirom na dobnu skupinu ispitanika. Također, provedeno je kvalitativno istraživanje metodom strukturiranog intervjua. Zaključak rada je da ovisno o dobi ispitanika nema većih odstupanja u konzumaciji sadržaja digitalnim putem.The digital revolution has greatly facilitated the sharing and consumption of information. It has helped journalism quicken the delivery of information and real-time reporting of events to the public. This paper outlines the history and development of electronic publications in Croatia, as well as the associated legal regulations. The study explored the habits of users of electronic publications, with the aim of obtaining detailed information on the digital habits of different age groups, subscriptions to electronic publications, and opinions about Croatian web portals. The goal was to investigate whether there are differences among age groups regarding the consumption of content digitally and digital subscriptions. The research method used was an online survey. The results show that the frequency of consuming electronic publications does not significantly differ across age groups. Additionally, a qualitative study was conducted using a structured interview method. The study concludes that, depending on the age of the respondents, there are no significant differences in digital content consumption
Investigating the perception of generation Z towards the content and promotions of digital influencers on Instagram
No full textOvaj rad se bavi stavovima digitalnih korisnika o sadržaju i promocijama digitalnih influencera na društvenoj mreži Instagram. Cilj rada je ispitati što pripadnici generacija X, Y i Z misle o influencer marketingu te kako percipiraju poruke i sadržaje digitalnih influencera na Instagramu te analizirati njihove preferencije o vrstama sadržaja koje preferiraju na Instagramu. Istraživanje prikazuje kako generacija Z gleda na influencer marketing, koji tip sadržaja im je primamljiv te kako percipiraju sadržaj koji objavljuju influenceri. Rezultati istraživanja su pokazali kako je većina ispitanika upoznata s pojmom digitalnih influencera, a uz to razumiju njihovu svrhu i način funkcioniranja. Plasiranje pouzdanog sadržaja koji je ujedno kreativan i aktualan privlači veliku pažnju i doprinosi isticanju određenog digitalnog influencera na društvenim mrežama. Ispitanicima je važno da je sadržaj kreativan, informativan, aktualan i zabavan. Društvene mreže su dio svakodnevice generacije Z stoga se u korištenju platformi najviše ističu Instagram, Facebook, TikTok i YouTube. Upravo zbog kreativnog sadržaja, informiranja, aktualnosti i zabave ispitanici koriste društvene mreže. Što se tiče potrošačkih navika, digitalni influenceri imaju utjecaj na pojedince koji koriste njihove promocijske kodove, koji se odazivaju za kupnju proizvoda ili korištenje usluga te također ispitanici su naveli kako digitalni influenceri imaju utjecaj i na njihove stavove o određenim proizvodima i/ili uslugama.This paper deals with the attitudes of digital users towards the content and promotions of digital influencers on the social network Instagram. The objective is to examine the opinion of members of generations X, Y and Z regarding influencer marketing and their perceptions of the messages and content of digital influencers on Instagram. Additionally, the paper aims to analyze their preferences concerning the types of content they prefer on Instagram. The goal of the research was to answer how Generation Z views influencer marketing, identify the types of content that appeal to them, and understand their perceptions of the content published by influencers. The results of the research showed that the majority of respondents are familiar with the concept of digital influencers, understanding their purpose and way of functioning. Placing reliable content that is both creative and current attracts a lot of attention and contributes to highlighting a certain digital influencer on social platforms. It is important for respondents that the content is creative, informative, current and entertaining. Social networks are a part of the everyday life of generation Z, therefore Instagram, Facebook, TikTok and YouTube stand out the most in the use of platforms. Respondents use social networks precisely because of creative content, information, news and entertainment. In terms of consumer habits, digital influencers have an influence on individuals who use their promo codes, respond to purchasing products or using services. Respondents also indicated that digital influencers impact their attitudes toward certain products and/or services
Development of an innovative product using the example of orthopedic insoles
No full textInovacije preko poduzetništva pokreću globalno gospodarstvo koje je izazovno i brzo se širi. Stoga poduzetnici koji koriste svoju kreativnost, znanje i iskustvo stvaraju inovativne ideje i proizvode i tako rastu brže od svojih konkurenata, istodobno povećavajući profitabilnost. Inovacija u ortopedskoj industriji specifična je jer u njoj znanost pokreće razvoj te inovativna ideja vodi poboljšanju kvalitete života velikog broja ljudi.
Fokus ovog istraživanja usmjeren je na inovativno poduzetničko rješenje povezano s pametnim ortopedskim ulošcima. Zdravstveni problemi vezani za deformacije stopala sve su češći, a tradicionalni ortopedski ulošci često nisu dovoljno učinkoviti tijekom liječenja i rehabilitacije. Proces dolaska do inovativnog rješenja koje se obrađuje u ovom radu uključuje integraciju senzora u ortopedske uloške omogućavajući precizno računalno mjerenje podjele tjelesne težine na stopalima. Ta inovacija ne samo da pruža stabilnost stopalu već senzorom prikuplja važne podatke. Rezultati mjerenja dostupni su u posebnoj aplikaciji, pružajući korisnicima, ortopedima i fizioterapeutima dublji uvid u problematiku stopala. Taj pristup omogućuje individualizirano i učinkovitije liječenje i rehabilitaciju te generalno poboljšanje zdravstvenog statusa korisnika.
Važno je naglasiti da ovo istraživanje ne izmišlja tehničko rješenje, već koristi postojeća inovativna tehnička rješenja kao temelj za razvoj inovativnog pristupa u rješavanju problema deformacija stopala ujedinjujući ih u sasvim novi, funkcionalan i inovativan proizvod. U ovom radu na konkretnom primjeru primijenjena su znanja stečena tijekom studija Poduzetnički menadžment, s ciljem stvaranja pretpostavki za rast promatranog poduzeća te njegovo bolje razumijevanje u kontekstu inovativnosti i poduzetništva.Innovation through entrepreneurship is the engine of a demanding and fast-growing global economy. Therefore, entrepreneurs who use their creativity, knowledge and experience create innovative ideas and products and grow faster than their competitors while increasing their profitability.
Innovation in the orthopedic industry is specific because science drives development and an innovative idea leads to an improvement in the quality of life for many people.
This research focuses on an innovative business solution related to smart orthopedic insoles. Health problems related to foot deformities are becoming increasingly common, and conventional orthopedic insoles are often not effective enough in treatment and rehabilitation. The development of an innovative solution involves the integration of sensors into orthopedic insoles that enable precise computer measurement of the distribution of body weight on the feet.
This innovation not only ensures stability of the foot, but also collects important data through sensors. The measurement results can be accessed via a special application that gives users, orthopedists and physiotherapists a deeper insight into foot problems. This approach enables personalized and more effective treatment and rehabilitation, as well as an overall improvement of the user’s health. It is important to emphasize that this research does not simply invent a technical solution but uses existing innovative technical solutions as a basis for developing an innovative approach to the problem of foot deformities and combines them into a completely new functional and innovative product.
This paper applies the knowledge acquired while studying Entrepreneurial Management to a concrete example, with the aim of creating assumptions for the growth of the observed company in order to understand the context of innovation and entrepreneurship
Analiza financijske stabilnosti i uspješnosti u industriji videoigara na primjeru poduzeća Nanobit d.o.o.
No full textOvaj diplomski rad istražuje financijsku stabilnost i uspješnost poduzeća Nanobit d.o.o., najvećeg
mobile gaming poduzeća u Hrvatskoj koje je osnovano 2008. godine, a potencijal tržišta mobilnih
igara prepoznao je 2011. godine. Iz godine u godinu industrija videoigara postaje sve značajnijim
izvorom zabave, a uspjeh Nanobita čini ga relevantnim subjektom za analizu u ovom sektoru. Cilj
diplomskog rada je analizirati i dati uvid u financijske izvještaje od 2019. do 2022. godine kroz
horizontalnu i vertikalnu analizu te pojedinačne pokazatelje poput likvidnosti, zaduženosti,
profitabilnosti, aktivnosti i ekonomičnosti. Ciljevi istraživanja uključuju opis poslovnog profila
Nanobita, teorijska razmatranja financijskih izvještaja, analizu financijske uspješnosti kroz
navedeno razdoblje i interpretaciju rezultata.The Master’s thesis examines the financial stability and performance of Nanobit Ltd., the largest
mobile gaming company in Croatia, which was founded in 2008 and recognized the potential of
the mobile gaming market in 2011. Each year, the video game industry is becoming an increasingly
significant source of entertainment, and Nanobit's success makes it a relevant subject for analysis
in this sector. This Master's thesis aims to analyze and provide insights into financial reports from
2019 to 2022 through horizontal and vertical analysis and individual indicators such as liquidity,
indebtedness, profitability, activity and economy. Research objectives include describing
Nanobit's business profile, theoretical considerations of financial reports, analysis of financial
performances over the specified period and an interpretation of the results