Utjecaj digitalne transformacije poduzeća na gospodarstvo zemalja jugoistočne Europe

master's thesis

• Title (english): Impact of digital transformation of enterprises on the economy of southeast European countries
• Author: Marija Povoljnjak
• Mentor: Mladen Turuk (mentor); MBZ: 331770
• Committee member: Marko Kolaković (predsjednik povjerenstva)
• Committee member: Mihaela Mikić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2020-09-09, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Digitalna transformacija danas predstavlja općeprihvaćeno svjetsko poslovanje. Bez procesiranja digitalizacije poslovanja i daljnjeg ulaganja u tehnologiju, poslovanje poduzeća je nezamislivo. Društvene mreže i digitalne uređaje danas koriste vlade, poduzeća i ostalo civilno društvo kako bi komunicirali, surađivali, učili i zabavljali se. Ljudi koriste mobilne i interaktivne alate kako bi odlučivali kome će vjerovati, gdje će ići i što kupiti. Digitalizacija poslovanja ne mijenja samo ponašanja potrošača već ona mijenja njihova očekivanja. Digitalizacija poslovanja ne predstavlja proces koji će se u jednoj etapi uvesti u poslovanje poduzeća. Ona predstavlja pomno osmišljenu strategiju, zatim prikupljanje sredstava potrebnih za njeno provođenje, edukaciju ljudskog kadra za promjene koje će nastupiti nakon uvođenja digitalnog poslovanja. Budućnost poslovanja temelji se na digitalizaciji odnosno na novim tehnologijama koje osvajaju svijetu i prijeko su potrebne svakome poduzeću za njegov rast i razvoj. Ujedno uz rast i razvoj dolazi i profit koji je jedan od glavnih čimbenika pokretanja poduzeća. Potrebno je sagledati širu sliku ulaganja određenih zemalja u proces digitalne transformacije, u ovome radu riječ je o zemljama jugoistočne Europe. To su zemlje sa najnižim BDP-om u Europskoj uniji, dok neke od njih još i nisu postale članice Europske unije. Digitalna transformacija u poduzećima zemalja jugoistočne Europe ne može u potpunosti zaživjeti bez pomoći države sa raznim financijskim potporama i subvencijama. Za poduzeća je od iznimne važnosti da samostalno odluče svoje tradicionalno poslovanje zamijeniti onim digitalnim i time učiniti korak prema jačanju svog položaja na tržištu. Takav potez poduzeća pokazuje njegovu jačinu i odlučnost za stjecanjem novih potrošača, širenje na nova tržišta, povećanje prihoda. Sve prethodno navedeno dovodi do rasta i razvoja pojedinog gospodarstva.

Abstract (english)

Digital transformation today is a widely accepted global business. Without processing the digitalization of the business and further investment in technology, the business of the company is unthinkable. Social networks and digital devices are used today by governments, businesses and other civil society to communicate, collaborate, learn and have fun. People use mobile and interactive tools to decide who to trust, where to go and what to buy. The digitalization of business not only changes consumer behavior but it changes their expectations. Business digitalization is not a process that will be introduced into the company's business in one stage. It represents a carefully designed strategy, then raising the funds needed for its implementation, educating human resources for the changes that will occur after the introduction of digital business. The future of business is based on digitalization, ie on new technologies that are conquering the world and are indispensable for every company for its growth and development. Along with growth and development comes profit, which is one of the main factors in starting a business. It is necessary to look at the broader picture of the investments of certain countries in the process of digital transformation, in this paper we are talking about the countries of Southeast Europe. These are the countries with the lowest GDP in the European Union, while some of them have not yet become members of the European Union. The digital transformation in the companies of the countries of Southeast Europe cannot fully come to life without the help of the state with various financial grants and subsidies. It is extremely important for companies to independently decide to replace their traditional business with a digital one and thus take a step towards strengthening their position in the market. Such a move by the company shows its strength and determination to acquire new consumers, expand into new markets, increase revenue. All of the above leads to the growth and development of an individual economy.

• Keywords: Ključne riječi: digitalna transformacija; poduzeće; gospodarstvo; zemlje jugoistočne Europe
• Keywords (english): digital transformation; enterprise; economy; countries of Souteast Europe
• Language: croatian
• URN:NBN: urn:nbn:hr:148:026060
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-09-09 10:38:53