Poduzetnički način razmišljanja može se opisati kao sposobnost uočavanja poduzetničkih prilika, sklonost proaktivnom i inovativnom djelovanju te spremnost za preuzimanje rizika. Poduzetnički način ...razmišljanja i djelovanja jedan je od ključnih pokretača svake privrede. Rad se bavi analizom poduzetničke orijentacije pripadnika Y i Z generacije koji će u skorije vrijeme činiti većinu radno i poduzetnički aktivne populacije. U radu se prikazuju rezultati provedenog istraživanja odrednica poduzetničke orijentacije na uzorku od 216 studenata Y generacije i 322 studenta Z generacije. Polazne pretpostavke istraživanja, postavljene na temelju prethodnog pregleda literature, bile su da se pripadnici Y i Z generacije meðusobno razlikuju prema odrednicama poduzetničke orijentacije (inovativnosti, proaktivnosti i preuzimanja rizika) te da su pripadnici Z generacije proaktivniji, inovativniji i skloniji preuzimanju rizika u odnosu na pripadnike Y generacije. Na temelju rezultata provedenog istraživanja potvrðena je statistički značajna razlika u dimenzijama poduzetničke orijentacije izmeðu pripadnika različitih generacija, ali u korist pripadnika Y generacije.
Sustainable competitiveness is essential for the initial survival and long-term success of a company. Looking at competitiveness through the lens of sustainability, business success is not measured ...solely by profitability and market share, but by consumer satisfaction and loyalty. Meeting consumer expectations effectively attracts attention, creates long-term demand, and thus market survival and success. In order to examine the perception of new entrepreneurs about the basic determinants of sustainable competitiveness, a combined qualitative and quantitative research methodology was used. The research is based on the assumption that new entrepreneurs in Bosnia and Herzegovina during the critical first three years of business focus on quantitative factors and indicators of market success, while neglecting consumer satisfaction and loyalty as fundamental determinants of the marketing concept. Quantitative research was conducted using a questionnaire that surveyed 156 owners and/or managers of new business ventures in Bosnia and Herzegovina. 12 in-depth interviews with the owners of new entrepreneurial ventures were also conducted to ensure a deeper understanding of the meaning of the data collected by the questionnaire. The presented research results can help when providing appropriate advisory and educational services to novice entrepreneurs in the territory of Bosnia and Herzegovina.
Donošenje ispravnih odluka o marketinškom komuniciranju važanje čimbenik tržišnoga uspjeha. Kako bi pridobili i zadržali potrošače,poduzeća ulažu značajne napore u razumijevanje njihovih potrebai ...želja te u kreiranje personalizirane ponude i načina komunikacije.Direktna marketinška komunikacija ima obilježja neposrednosti,prilagodljivosti, personaliziranog pristupa, interaktivnosti i mjerljivosti.Pojavom digitalnih kanala dolazi do proširene primjene direktnemarketinške komunikacije koja danas uključuje direktni i digitalnimarketing. Ukratko su izložene odrednice supkulture promatranekroz generacijsku pripadnost na primjeru Y i Z generacije. Provedenoje kvantitativno istraživanje na uzorku od 200 ispitanika radi stjecanjauvida u stavove pripadnika Y i Z generacije prema odabranim alatimadirektne marketinške komunikacije. U radu su prikazani i interpretiranirezultati o sličnostima i razlikama u stavovima ispitanika te su navedenaograničenja istraživanja kao i preporuke za buduća istraživanja.
Making the right decisions about marketing communication isan important factor in market success. In order to gain and retainconsumers, companies invest significant efforts in understandingtheir needs and desires and in creating personalized offers andcommunication methods. Direct marketing communication hasthe following characteristics: immediacy, adaptability, personalizedapproach, interactivity and measurability. The development of digitalchannels leads to an expanded application of direct marketingcommunication, which is why today it includes direct and digitalmarketing. Determinants of the subculture are briefly presented, whichare observed through generational affiliation using the example of the Yand Z generations. A quantitative survey was conducted on a sample of200 respondents with the purpose of gaining insight into the attitudesof members of the Y and Z generations towards the selected tools ofdirect marketing communication. The paper presents and interprets theresults of the similarities and differences in the respondents’ attitudes,also, the limitations of the research as well as recommendations forfuture research.
Poduzetnički način razmišljanja može se opisati kao sposobnost uočavanja poduzetničkih prilika, sklonost proaktivnom i inovativnom djelovanju te spremnost za preuzimanje rizika. Poduzetnički način ...razmišljanja i djelovanja jedan je od ključnih pokretača svake privrede. Rad se bavi analizom poduzetničke orijentacije pripadnika Y i Z generacije koji će u skorije vrijeme činiti većinu radno i poduzetnički aktivne populacije. U radu se prikazuju rezultati provedenog istraživanja odrednica poduzetničke orijentacije na uzorku od 216 studenata Y generacije i 322 studenta Z generacije. Polazne pretpostavke istraživanja, postavljene na temelju prethodnog pregleda literature, bile su da se pripadnici Y i Z generacije međusobno razlikuju prema odrednicama poduzetničke orijentacije (inovativnosti, proaktivnosti i preuzimanja rizika) te da su pripadnici Z generacije proaktivniji, inovativniji i skloniji preuzimanju rizika u odnosu na pripadnike Y generacije. Na temelju rezultata provedenog istraživanja potvrđena je statistički značajna razlika u dimenzijama poduzetničke orijentacije između pripadnika različitih generacija, ali u korist pripadnika Y generacije.
Poduzetnički način razmišljanja može se opisati kao sposobnost uočavanja poduzetničkih prilika, sklonost proaktivnom i inovativnom djelovanju te spremnost za preuzimanje rizika. Poduzetnički način ...razmišljanja i djelovanja jedan je od ključnih pokretača svake privrede. Rad se bavi analizom poduzetničke orijentacije pripadnika Y i Z generacije koji će u skorije vrijeme činiti većinu radno i poduzetnički aktivne populacije. U radu se prikazuju rezultati provedenog istraživanja odrednica poduzetničke orijentacije na uzorku od 216 studenata Y generacije i 322 studenta Z generacije. Polazne pretpostavke istraživanja, postavljene na temelju prethodnog pregleda literature, bile su da se pripadnici Y i Z generacije međusobno razlikuju prema odrednicama poduzetničke orijentacije (inovativnosti, proaktivnosti i preuzimanja rizika) te da su pripadnici Z generacije proaktivniji, inovativniji i skloniji preuzimanju rizika u odnosu na pripadnike Y generacije. Na temelju rezultata provedenog istraživanja potvrđena je statistički značajna razlika u dimenzijama poduzetničke orijentacije između pripadnika različitih generacija, ali u korist pripadnika Y generacije.
The purpose of this article is to analyse current literature and theoretical point of views about appropriateness of traditional and relationship marketing in hypercompetitive environment of mature ...markets. Review of literature provides insights into main characteristics of different schools of thought about relationship marketing. Conceptual framework of value creation and delivery to customers is exhibited. Three schools of thought and a number of different conceptual/research models for managing customer satisfaction are found. Research models for identification key areas for improvement of customer satisfaction are prerequisite for managing customers' loyalty and retention. Topic is actual and interesting for practitioners since traditional marketing approach is getting less effective and general model of relationship marketing has not been defined yet. Directions for further research are suggested. On academics, researchers and practitioners are challenges of adjustment and improvement of existing models to specific business situation, to unique purpose, customers and contexts, as well as further search for general model of relationship marketing. Reprinted by permission of the Croatian Economics Association
The purpose of this article is to explore coherency of marketing strategy and tactics on Croatian detergents market. In order to investigate and define importance of key factors in decision making ...process, the survey of Croatian consumers' attitudes and behaviour was undertaken. Survey was made by e-mail dissemination of a questionnaire. 143 replied questionnaires have been collected. From 31 offered statements in questionnaire, survey results elaboration had separated 10 factors grouped into five groups of marketing mix elements; product, price, brand, distribution and promotion. Each marketing mix element was defined with two most significant factors in two dimensions. Level of marketing strategy and tactics coherency for the three most important market suppliers was made based on survey results, Stratics analysis and Mixmap mapping model. From the findings of this article it might be concluded that there are significant levels of marketing strategy and tactics coherency for the three leading market suppliers. Further improvement possibilities were found in the area of marketing element promotion and its belonging factors. The article has shown that Croatian consumers highly value leading domestic detergent supplier with detected area for improvement of performance in dimensions of: total level of product quality, responsible approach toward society and environment, recommendations and frequency of point of sale promotion. Reprinted by permission of the Croatian Economics Association
Cilj rada je analizirati postojeću literaturu i teorijska stajališta o prikladnosti tradicionalnog marketinga i marketinga odnosa u hiperkonkurentnom okruženju zrelih tržišta. Pregled literature ...osigurava uvid u glavne karakteristike različitih škola misli o marketingu odnosa. Izložen je konceptualni okvir kreiranja i isporuke vrijednosti kupcima. Tri škole misli i brojni različiti konceptualni/istraživaki modeli za upravljanje zadovoljstvom kupaca su pronađeni. Istraživački modeli za identifikaciju ključnih područja za poboljšanja zadovoljstva kupaca jesu preduvjet za upravljanje lojalnošu i zadržavanjem kupaca. Tema je aktualna i zanimljiva praktičarima budući da tradicionalni marketing postaje sve manje učinkovit, a sveobuhvatan model marketing odnosa dosada nije definiran. Predloženi su mogući pravci za daljnja istraživanja. Na znanstvenicima, istraživačima i praktičarima je izazov prilagodbe i poboljšanja postojećih modela specifičnim poslovnim situacijama, jedinstvenoj svrsi, kupcima i kontekstu, kao i daljnja potraga za općim modelom marketinga odnosa.
Market-oriented companies that operate in a highly competitive environment pay particular attention to adjusting their offer to the needs and wants of the selected market segment. At the same time, ...these needs, wants, and expectations of the targeted segment change along with the changes in living conditions, life styles, and gained experiences. For these reasons, in order to survive, maintain and/or improve their market position in relation to competitors, companies continually strive to introduce to the market new, innovative, or at least modified products. Companies in the food industry are devoting more and more time and attention to studying the needs and desires of existing and potential consumers and involving them in the process of new product development. For the purposes of this paper eating habits of young people were explored. The study was conducted on a sample in the age group from 15 to 30 years. A quantitative survey on a sample of 200 participants aged from 15 to 26 was done by a questionnaire. Qualitative research was conducted in three focus groups with respondents aged between the ages of 18 and 30. Research results have indicated the existing habits of young people when using food products as well as their experience in the preparation and consumption of food. As a result of this research, new ideas and suggestions for development of food products were collected; this was also one of the goals of this study.
