Krizni menadžment i krizno komuniciranje tijekom COVID-19 pandemije u telekomunikacijskoj industriji

master's thesis

• Title (english): Crisis management and crisis communication during the COVID-19 pandemic in the telecommunications industry
• Author: Martina Ilinović
• Mentor: Davor Labaš (mentor); MBZ: 308614
• Committee member: Davor Labaš (predsjednik povjerenstva)
• Committee member: Mladen Turuk (član povjerenstva)
• Committee member: Davor Zoričić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2021-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

U suvremenom poslovnom okruženju koje obilježava turbulentnost i visoki rizici sve više poduzeća uviđa važnost kriznog menadžmenta. Krizni menadžment ima ključnu ulogu u prepoznavanju potencijalnih kriza, ovladavanju već postojećih te učenju iz prebrođenih kriza. Jedna od važnijih funkcija kriznog menadžmenta je komunikacija u krizi koja omogućuje adekvatno prenošenje poruka do željene publike. Budući da se trenutno cjelokupno svjetsko stanovništvo kao i većina poduzeća susreću sa krizom uzrokovanom covid-19 pandemijom, upravo će to biti predmet izučavanja rada. Naglasak je stavljen na telekomunikacijsku industriju koja je i inače izložena stalnim promjenama. U prvom dijelu rada provedeno je istraživanje relevantne literature iz područja kriznog menadžmenta i kriznog komuniciranja, dok je u drugom dijelu rada metodom dubinskog intervjua i metodom anketnog upitnika provedeno istraživanje stanja u telekomunikacijskom sektoru. Kroz dubinski intervju sa direktoricom korporativnih komunikacija u A1 Hrvatska d.o.o. provedena je analiza njihovih aktivnosti i načina komunikacija u promatranoj krizi, dok je anketnim upitnikom ispitana percepcija pojedinaca (zaposlenika, korisnika i ostalih) o prethodno navedenim aktivnostima.
U konačnici je dobivena sveobuhvatna slika djelovanja kriznog menadžmenta tijekom promatrane pandemije u navedenom poduzeću. Na temelju istraživačkog dijela rada možemo konstatirati kako su tvrdnje krizne menadžerice A1 Hrvatska u dubinskom intervjuu u najvećoj mjeri potvrđene mišljenjem ispitanika u anketnom upitniku. Percepcija većine ispitanika nije se mijenjala, odnosno pogoršala. Zbog toga možemo zaključiti kako se promatrano poduzeće, kroz digitalnu transformaciju prije krize i unaprijed osmišljen krizni plan, adekvatno pripremilo za nastanak krizne situacije. Možemo reći kako su funkcije kriznog menadžmenta i kriznog komuniciranja neophodne u svakoj organizaciji koja želi ostatati konkurenta u suvremenim uvjetima poslovanja. Naime, učestalost nastanka kriza postaje sve veća, a zadatak kriznog tima je ovladati njima i izvući koristi za poduzeće.

Abstract (english)

In a modern business environment, marked by turbulence and high risks, increasing number of companies are realizing the importance of crisis management. Crisis management has a key role in identifying potential crisis, managing existing ones and learning from past crisis. Essential function of crisis management is communication in crisis that enables adequate transmission of messages to the desired audience. Considering that entire world is currently facing a crisis that originated from Covid-19 panedmic, it will be the subject of this study. Emphasis is put on telecommunications industry which is constantly exposed to changes. At the beginning of this thesis was conducted a study of relevant literature in the fields of crisis management and crisis communication. In the second part was conducted survey of the situation in telecommunications sector using in-depth interviews and questionnaires. In-depth interview was done with director of corporative communications in company A1 Hrvatska and with that we analysed their activities and ways of communication in crisis. On the other hand, with questionnaire we examined perception of employees, end users and the rest of public.
In summary, we created comprehensive picture of the way crisis management works in the observed company. Based on research part of this thesis, we can conclude that the claims of crisis manager of A1 Hrvatska we got through in-depth interview were mainly confirmed by the opinion of the respondents in the questionnaire. The perception of most respondents didn`t change or deteriorate. Therefore, we can conclude that the observed company by using digital transformation before the crisis and a pre-designed crisis plan, adequately prepared for the emergence of a crisis situation. Analysing all the data, it was concluded that crisis management and crisis communication is needed in every company that wants to stay competent on market. As frequency of crisis situations becomes higher, crisis management is in charge of drawing all possible benefits out of them.

• Keywords: kriza; krizni menadžment; krizna komunikacija; covid-19 pandemija; telekomunikacijski sektor
• Keywords (english): crisis; crisis management; crisis communication; covid-19 pandemic; telecommunications industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:336639
• Study programme: Title: 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: 2021-09-28 17:05:33