Specific Features of Luxury Products Branding Krajnović, Aleksandra; Bosna, Jurica; Grubišić, Sara
Elektronički Zbornik Radova Veleučilišta u Šibeniku,
12/2021, Volume:
15, Issue:
3-4
Journal Article
Peer reviewed
Open access
In this modern world characterized by
rapid change, the role of marketing is increasingly important. Developing a
brand is one way in which a competitive advantage can be achieved. The work
defines ...the concept of luxury through the prism of marketing, shows the
specifics of marketing in the luxury products market and the key factors that
influence the demand for luxury products. The paper found that the key to
success is to effectively create a market strategy whose main goal is to create
a strong and emotional long-term relationship between the brand and the
consumer. Also, the new trend of "abundant rarity" has led companies
in the luxury goods sector to strive to strike an optimal balance between
exclusivity and affordability.
U suvremenom svijetu kojeg karakteriziraju brze promjene, uloga marketinga sve je važnija. Razvijanje brenda jedan je od načina na koji se može postići konkurentska prednost. Ovaj rad definira pojam luksuza kroz prizmu marketinga, prikazuje specifičnosti marketinga na tržištu luksuznih proizvoda te ključne faktore koji utječu na potražnju za luksuznim proizvodima. Rad je otkrio da je ključ uspjeha učinkovito stvaranje tržišne strategije čiji je glavni cilj stvaranje snažnog i emocionalnog dugoročnog odnosa između marke i potrošača. Također, novi trend "obilne rijetkosti" naveo je tvrtke u sektoru luksuzne robe da teže optimalnoj ravnoteži između ekskluzivnosti i pristupačnosti.
Sustainability as a growing trend in the 21st century has encompassed almost the entire world economy, including the automotive industry. As a result of this trend, automotive companies are adjusting ...their strategies and operations to contribute to the achievement of the concept of sustainability at the global level. By turning to sustainability, the automotive industry is experiencing perhaps the biggest transition in its history. This paper therefore deals with the research of sustainable strategies of leading companies in the automotive industry. The paper aims to examine the extent to which the world’s leading companies in the automotive industry meet certain SDG UN goals. The method of the qualitative comparative analysis using the desk method alternative provided the information on sustainability strategies and their fulfilment within the top five companies in the automotive industry according to the Interbrand scale from 2021, considering the UN Agenda 2030 sustainability goals. The results of the analysis showed that the observed companies in the automotive sector meet most of the goals of sustainable development of the UN with their sustainability strategies, which indicates that they are successfully adapting their business operations to modern business requirements. This also makes their brands green, hence the application of the principle of sustainability also affects the strength of their brands, adding “extended customer value”. The paper contributes not only to the development of the framework and elaboration of business models of sustainability in the automotive industry, but also to the development of further theoretical and empirical research in this field and the conceptualization of the principles of sustainability in this area.
U ovom se radu istražuje pojam i razvoj astroturizma kao novog oblika održivog i
odgovornog turizma, koji se ubrzano razvija u mnogim zemljama svijeta, s posebnim osvrtom
na certificiranje u ...astroturizmu. U radu su postavljene dvije istraživačke hipoteze. Prva: postoji
uska korelacija između razvoja astroturizma kao novog oblika selektitvnog turizma te jačanja
zaštite od svjetlosnog onečišćenja, pri čemu mračno nebo predstavlja osnovni prirodni preduvjet
za razvoj ovog oblika turizma. Druga: certificiranje u astroturizmu sve se više razvija na
globalnoj i na nacionalnoj razini u nekim zemljama. Ono ima svrhu društvene i marketinške
afirmacije astroturizma, ali i senzibilizacije javnosti za astronomiju i problematiku svjetlosnog
onečišćenja. Obje su hipoteze u radu potvrđene temeljem kvalitativne komparativne analize
triju međunarodnih projekata certifikacije u astroturizmu. U radu je posebno obrađena „Deklaracija
o zaštiti noćnog neba i pravu na svjetlost zvijezda“, tzv. La Palma ili Starlight deklaracija
iz 2007. godine, kojom je „sve započelo“ i koja je prvi put jasno proklamirala pravo na
jasno i mračno, svjetlosno očuvano nebo kao pravo čovječanstva, što je ujedno i godina kada
je prvi put javno deklariran pojam astroturizma. Isto tako u radu se daje osvrt i na korake koji
su poduzeti u Republici Hrvatskoj u tom smjeru, pri čemu se posebno ističe proglašenje dvaju
prirodnih područja u kategoriji Međunarodnog parka tamnoga neba, kao i donošenje pravne
regulative o borbi protiv svjetlosnog onečišćenja. No znanstvenici su dokazali da Hrvatska ima
značajan potencijal za razvoj astroturizma jer njen geografski prostor još uvijek nije u potpunosti
svjetlosno zagađen. Kao znanstveni doprinos rada ističe se doprinos teoretskim okvirima
u području astroturizma, potvrđivanje korelacije između zaštite od svjetlosnog onečišćenja i
razvoja astroturizma te senzibiliziranje znanstvene i opće javnosti za tu problematiku, posebice
za problem svjetlosnog onečišćenja, kao i poticaj za bolju valorizaciju potencijala za razvoj
astroturizma u Republici Hrvatskoj na principima održivog razvoja.
This paper explores the concept and development of astrotourism as a new form of sustainable and responsible tourism that is developing rapidly in many countries around the world, with a special ...emphasis on certification in astrotourism. Two research hypotheses are set in the paper. First, there is a close correlation between the development of astrotourism as a new form of selective tourism and strengthening of the protection against light pollution, where the dark sky is a basic natural prerequisite for the development of this form of tourism. Second, certification in astrotourism is increasingly developing at the global and national levels in some countries. It has the purpose of the social and marketing affirmation of astrotourism, but also of raising public awareness of astronomy and the problem of light pollution. Both hypotheses were confirmed in the paper, based on a qualitative comparative analysis of three international certification projects in astrotourism. The paper deals specifically with the "Declaration on the Protection of the Night Sky and the Right to Starlight", the so-called La Palma or Starlight Declaration of 2007, which "started it all", and for the first time clearly proclaimed the right to a clear and dark, light-preserved sky as the right of humanity, which is also the year when the term astrotourism was first publicly introduced. The paper also gives an overview of the steps taken in the Republic of Croatia in this direction, with a special emphasis on the proclamation of two natural areas in the category of Dark Sky Park, as well as the adoption of legal regulations on combating light pollution. However, scientists have proven that Croatia has significant potential for the development of astrotourism, because its geographical area is still not completely light-polluted. The paper contributes to the theoretical framework in the field of astrotourism, confirming the correlation between the protection from light pollution and development of astrotourism, and sensitizing the scientific and general public to this issue, especially the problem of light pollution, as well as incentives for better valorization of astrotourism's potential. Republic of Croatia, based on the principles of sustainable development.
This article investigates the impact of the coronavirus pandemic COVID-19 on marketing within cultural institutions, specifically in the field of digital marketing. The aim is to examine how the ...pandemic has affected digital strategies, marketing communication, and the performance itself - the presentation of cultural programs. The primary research was conducted in Croatia, using the method of semi-structured in-depth interviews with managers in two cultural institutions in Zadar and Dubrovnik at the end of 2020. A qualitative descriptive analysis was performed to answer the question of how cultural institutions have adapted to the crisis, especially when it comes to the marketing and the performance of cultural programs. The results show a certain degree of flexibility in adapting to the new conditions, in a way that marketing communication after the crisis turned more strongly towards digital media and was followed by adjustments to the cultural programs and their performance, as well as the budget for cultural activities. The marketing digital communication played a key role in this, which proves that cultural management in the era of the pandemic adopted the so-called digital-first paradigm, modeled on the for-profit companies. The authors conclude that culture, as a social need and necessity, will continue its activity after the crisis caused by the COVID-19 pandemic, but that it will also function in new and creative ways.
Knjiga Integrirani sustavi upravljanja autora Tomislava Bakovića i Ines Dužević zamišljena je prvenstveno kao sveučilišni udžbenik, ali i vrlo korisno štivo menadžerima i praktičarima kvalitete. ...Knjiga je utemeljena na najnovijim znanstvenim i stručnim spoznajama iz područja suvremenog upravljanja, a kroz dobro strukturiranu građu upoznaje čitatelje s pojmom i konceptom integriranog upravljanja, prikazujući i najnovija saznanja o optimizaciji sustava upravljanja kvalitetom, normizaciji, kao i o razvoju normi za sustave upravljanja.
U ovom radu problematizira se pitanje promocije u distributivnim lancima i aktualno stanje kada je riječ o korištenju promotivnih alata u distribucijskom kanalu, kao i o njihovoj kombinaciji, u ...kontekstu višekanalne marketinške strategije, ali i obogaćivanja korisničkog iskustva i CRM-a. Autorice polaze od teze da su novi promotivni alati, posebice njihovo korištenje u digitalnom prostoru, slabije zastupljeni u trgovačkim lancima u odnosu na njihovu upotrebu u marketingu industrijskih proizvođača. U radu se daje prikaz konceptualnog okvira vezanog uz navedenu problematiku te se naglašava značenje optimalne kombinacije online i offline promotivnih kanala, što je od iznimne važnosti u aktualnoj eri tzv. phygital marketinga. U radu se u fokus razmatranja postavljaju mobilne aplikacije kao suvremeni digitalni kanal promocije, te njihov dizajn, sadržaj i model korištenja na primjerima dvaju trgovačkih centara – Lidl i Kaufland, s komparativnom analizom. Nadalje se prikazuju rezultati primarnog istraživanja provedenog na segmentu potrošačke generacije mladih, kojime se pokušalo saznati njihove stavove i mišljenja o navedenim aplikacijama. U posljednjem dijelu rada daje se kritički osvrt autorica na rezultate, zaključni stavovi i smjernice za daljnja istraživanja. Znanstveni doprinos rada sastoji se u konceptualizaciji upotrebe mobilnih aplikacija prema modelu Yadav & Pavlou (2020) koji digitalizaciju poslovanja stavljaju u središte marketinških i poslovnih aktivnosti te koji u svojem modelu promotivne alate promatraju kao ishodište razvoja dugoročnih odnosa prvenstveno na relacijama: poduzeće – klijent i klijent – poduzeće. Praktične implikacije rada ogledaju se u doprinosu spoznajama relevantnima za donošenje strateških marketinških odluka u trgovačkim poduzećima i u kanalu opskrbe općenito. Ograničenje istraživanja je u fokusu na segment mladih u primarnom istraživanju pa se za daljnja istraživanja preporučuje proširenje analiza i na druge segmente potrošača, ali i daljnji razvoj konceptualizacije znanstvene teorije marketinga u području promocije i digitalizacije u sektoru trgovine robe široke potrošnje.
Pandemija COVID-19 uzrokovala je duboke društvene i gospodarske promjene, te je dovela do korijenitih promjena organizacijske kulture u brojnim svjetskim kompanijama, pri čemu su u fokus postavljeni ...zaposlenici kao središnji, najznačajniji resurs konkurentnosti i organizacijskog uspjeha. Spomenute promjene duboko zadiru u samu suštinu suvremene organizacije, radne etike, kao i svrhe odvijanja rada i radnih procesa, što otvara brojna nova područja i diskurse, kako u znanstvenoj teoriji, tako i u menadžerskoj praksi. Cilj ovog rada je preispitati – testirati tezu da je pandemija COVID-19 uzrokovala promjenu paradigme upravljanja ljudskim resursima i vodstva općenito kroz postupnu afirmaciju tzv. employees-first koncepta. Kroz metodu višestruke studije slučaja autori analiziraju 15 strukturiranih intervjua menadžera uspješnih svjetskih kompanija, dostupnih u sekundarnim izvorima (CNN Business). Na temelju provedene analize autori u radu zaključuju da, temeljem Kuhnovog ciklusa promjene paradigme, danas svjedočimo novoj HRM paradigmi koja se zbila pod snažnim utjecajem pandemije COVID-19. Novu paradigmu HRM-a obilježavaju novi modeli rada i radne performanse, ali i novo sagledavanje smisla i svrhe ljudskog rada u organizaciji, kao i novo poimanje suvremenog vodstva.
The COVID-19 pandemic caused profound social and economic changes, and led to radical changesin organizational culture in numerous global companies, whereby employees were placed in focus asthe central, most significant resource of competitiveness and organizational success. The mentionedchanges penetrate deeply into the very essence of contemporary organization, work ethics, as well asthe purpose of work and work processes, which opens numerous new areas and discourses, both inscientific theory and in managerial practice. The aim of this work is to review - test the thesis that TheCOVID-19 pandemic caused a paradigm shift in human resource management and leadership ingeneral through the gradual affirmation of the so-called employees-first concept. Through the methodof multiple case studies, the authors analyze 15 structured interviews of managers of successful globalcompanies, available in secondary sources (CNN Business). Based on the analysis carried out, theauthors conclude in the paper that, based on Kuhn’s paradigm change cycle, today we are witnessinga new HRM paradigm that took place under the strong influence of the COVID-19 pandemic.
The paper investigates the issue of strategic development of a new selective form of tourism that is growing in many countries around the world named astrotourism. The issue of light pollution is ...also considered, given that a clear starry sky is a fundamental prerequisite for the development of this selective form of tourism. The aim of this paper is to investigate the level of development of astrotourism in the Republic of Croatia. For this purpose, a comparative analysis was performed targeting selected astrotourist destinations - the so-called Dark-Sky Parks in Croatia and Europe, as well as a research focusing on the geographical distribution and number of certified sky parks in the world. Certified Dark-Sky Parks are typical astrotourism destinations that meet all the prerequisites for its development, and are awarded the official certificate issued by the IDA - International Dark-Sky Association, as the world's umbrella institution dealing with light pollution. Observatories have a special role in the development of astrotourism, so the proposed paper presents an overview of observatories in Croatia that are focused on this type of activities. The paper aims to sensitize the scientific and professional public regarding the issue of light pollution, but also to encourage further research and expert discussions relating to this topic. Astrotourism combines different components and functions – a scientific and a recreational one, but also a very important ecological and educational function, encouraging special discussions and proposals focusing on solutions for the sensitive but still insufficiently researched area of light pollution, inadequate public illumination, as well as other “unhealthy” forms of illumination.
The paper investigates the issue of strategic development of a new selective form of tourism that is growing in many countries around the world named astrotourism. The issue of light pollution is ...also considered, given that a clear starry sky is a fundamental prerequisite for the development of this selective form of tourism. The aim of this paper is to investigate the level of development of astrotourism in the Republic of Croatia. For this purpose, a comparative analysis was performed targeting selected astrotourist destinations - the so-called Dark-Sky Parks in Croatia and Europe, as well as a research focusing on the geographical distribution and number of certified sky parks in the world. Certified Dark-Sky Parks are typical astrotourism destinations that meet all the prerequisites for its development, and are awarded the official certificate issued by the IDA - International Dark-Sky Association, as the world's umbrella institution dealing with light pollution. Observatories have a special role in the development of astrotourism, so the proposed paper presents an overview of observatories in Croatia that are focused on this type of activities. The paper aims to sensitize the scientific and professional public regarding the issue of light pollution, but also to encourage further research and expert discussions relating to this topic. Astrotourism combines different components and functions - a scientific and a recreational one, but also a very important ecological and educational function, encouraging special discussions and proposals focusing on solutions for the sensitive but still insufficiently researched area of light pollution, inadequate public illumination, as well as other "unhealthy" forms of illumination.
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