ULOGA VELIKIH PODATAKA PRILIKOM KREIRANJA USLUGA INTERNETSKIH PLATFORMI

master's thesis

• Title (english): THE ROLE OF BIG DATA WHEN CREATING ONLINE PLATFORM SERVICES
• Author: Dorotea Balen
• Mentor: Jasna Prester (mentor)
• Committee member: Tomislav Hernaus (predsjednik povjerenstva)
• Committee member: Ana Aleksić (član povjerenstva)
• Committee member: Jasna Prester (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2020-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Internetske platforme kao mrežni prodavači ili tržišta, nezaobilazna su tema u svakoj analizi
prilika koje nam donosi digitalno doba. One prikupljaju ogromne količine detaljnih podataka
o navikama i sklonostima svojih korisnika s ciljem poboljšanja prilagodbe usluga. Ta velika
količina podataka koja preplavljuje poduzeća na dnevnoj bazi definira se pojmom veliki
podaci. Bogatstvo i moć velikih podataka upravo leži u toj ogromnoj količini podataka.
Internetske platforme i poslovni modeli temeljeni na podacima, pokretači su industrijske
transformacije. Koristeći inteligenciju tehnologije velikih podataka i internetske platforme
koje omogućuju pristup podacima, industrije mogu povećati učinkovitost, povećati
profitabilnost, ojačati svoju konkurentsku prednost, smanjiti rizik i otvoriti put za inovacije,
ali i nova radna mjesta. Svrha ovoga rada jest, uz teorijski pregled velikih podataka, istaknuti
ulogu i važnost velikih podataka koju imaju prilikom kreiranja usluga internetskih platformi, s
posebnim naglaskom na hrvatske internetske platforme za prodaju. Kako bi se utvrdila ta
uloga provedeno je empirijsko istraživanje nad deset hrvatskih internetskih platformi za
prodaju čiji se rad promatrao u razdoblju od dva tjedna te je zaključeno da hrvatske
internetske platforme za prodaju pridaju dosta pažnje podacima u svom poslovanju i kreiranju
svojih usluga, ali još uvijek postoji prostor za napredak.

Abstract (english)

Online platforms, such as online retailers or markets, are an unavoidable topic in any analysis
of the opportunities that the digital age brings us. They collect huge amounts of detailed data
on the habits and preferences of their users in order to improve the customization of services.
This large amount of data that floods companies on a daily basis is defined by the term big
data. The richness and power of big data lies in that vast amount of data. Online platforms and
data-driven business models are drivers of industrial transformation. By using the intelligence
of big data technology and online platforms that enable data access, industries can increase
efficiency, increase profitability, strengthen their competitive advantage, reduce risk and pave
the way for innovation as well as new jobs. The purpose of this paper is, in addition to a
theoretical overview of big data, to emphasize the role and importance of big data in creating
online platform services, with special emphasis on Croatian online sales platforms. In order to
determine this role, an empirical study was conducted on ten Croatian online sales platforms
whose work was observed over a period of two weeks and it was concluded that Croatian
online sales platforms dedicate a lot of attention to data in their business and the creation of
their services, but there is still room for improvement.

• Keywords: internetske platforme; veliki podaci; usluge; konkurentnost
• Keywords (english): online platforms; big data; services; competitiveness
• Language: croatian
• URN:NBN: urn:nbn:hr:148:358094
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2020-09-25 11:02:43