Uloga strategije troškovnog vodstva u postizanju održive konkurentske prednosti na primjeru poduzeća iz maloprodajne industrije

master's thesis

• Title (english): The role of cost leadership strategy in achieving a sustainable competitive advantage as an example of companies from the retail industry
• Author: Matko Kokić
• Mentor: Darko Tipurić (mentor)
• Committee member: Darko Tipurić (predsjednik povjerenstva)
• Committee member: Domagoj Hruška (član povjerenstva)
• Committee member: Ana Krajnović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2023-07-04, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Predmet diplomskog rada je uloga strategije troškovnog vodstva u postizanju održive konkurentske prednosti na primjeru maloprodajne industrije. Cilj rada je istražiti i analizirati ulogu konkurentske strategije troškovnog vodstva u poslovanju poduzeća u maloprodajnoj industriji. U radu je provedeno istraživanje kako bi se analiziralo na koji način maloprodajno poduzeće može iskoristiti spomenutu strategiju kako bi osiguralo održivu prednost u industriji vrlo visoke koncentracije. Za potrebe izrade rada provedeno je istraživanje anketnim upitnikom na uzorku od 31 maloprodajno poduzeća. Anketno istraživanje provedeno je online putem, a anketa je proslijeđena na dostupne mail adrese stotinjak maloprodajnih poduzeća. Analizom rezultata istraživanja vidljivo je kako maloprodajna poduzeća u prosjeku uglavnom upotrebljavaju strategiju troškovnog vodstva, dok su ista maloprodajna poduzeća u prosjeku djelomično tržišno konkurentna. Korelacijska analiza ukazuje kako većina elemenata strategije troškovnog vodstva ima pozitivan utjecaj na elemente konkurentnosti, dok analiza utjecaja strategije troškovnog vodstva na konkurentnost maloprodajnih poduzeća ukazuje na pozitivan utjecaj strategije troškovnog vodstva na konkurentnost maloprodajnih poduzeća.

Abstract (english)

The subject of the thesis is the role of the cost leadership strategy in achieving a sustainable competitive advantage on the example of the retail industry. The aim of the paper is to investigate and analyze the role of the competitive strategy of cost leadership in the operations of companies in the retail industry. In the paper, research was conducted to analyze how a retail company can use the mentioned strategy to ensure a sustainable advantage in a very high concentration industry. For the purposes of thesis, a questionnaire survey was conducted on a sample of 31 retail companies. The survey was conducted online, and the survey was sent to the available e-mail addresses of about a hundred retail companies. The analysis of the research results shows that retail companies on average mostly use a cost leadership strategy, while the same retail companies are, on average, partially market competitive. Correlation analysis indicates that most elements of the cost leadership strategy have a positive impact on the elements of competitiveness, while the analysis of the impact of the cost leadership strategy on the competitiveness of retail companies indicates a positive impact of the cost leadership strategy on the competitiveness of retail companies.

• Keywords: maloprodaja; konkurentska prednost; troškovno vodstvo; strategija
• Keywords (english): retail; competitive advantage; cost leadership; strategy
• Language: croatian
• URN:NBN: urn:nbn:hr:148:098524
• 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 students and staff of home institution
• Created on: 2023-07-05 08:25:25