Analiza prikladnosti uvođenja marketinga odnosa u malo obiteljsko poduzeće

master's thesis

• Title (english): Suitability Analysis of Introducing Relationship Marketing in a Small Family Business
• Author: Lorena Šakić
• Mentor: Dubravka Sinčić Ćorić (mentor)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Marketing odnosa kao koncepcija poslovanja se odnosi na izgradnju i održavanje snažnih
partnerskih odnosa s interesno-utjecajnim dionicima poslovanja poduzeća koji nose
sinergijske učinke poboljšanja poslovanja za obje strane uključene u partnerski odnos. Mala
i srednja poduzeća nerijetko provode elemente marketinga odnosa nesvjesno kroz stvaranje
osobnih kontakata s dobavljačima, kupcima i drugim dionicima tržišta. Upravo je stvaranje
osobnih kontakata, odnosno uključivanje poduzeća u marketinšku mrežu, prednost malih
poduzeća nad velikim poduzećima. Kroz izgrađene kvalitetne odnose u marketinškoj mreži,
mala poduzeća svakodnevno i bez izdataka dolaze do informacija o stanju i promjenama na
tržištu što im omogućava fleksibilno i brzo odgovaranje na poslovne prilike. Obiteljska
poduzeća u poslovanje unose dodatne kompleksnosti koje proizlaze iz spajanja
karakteristika poslovnog i obiteljskog sustava. Mala obiteljska poduzeća tako u poslovanje
unose elemente afektivnosti kroz prelijevanje obiteljskih načela u kulturu poslovanja. Zbog
navedenog su osobni kontakti s dionicima u poslovanju kvalitetniji i često dugoročnog
karaktera. Stoga, ovaj rad istražuje prikladnost uvođenja formalnog oblika marketinga
odnosa u malo obiteljsko poduzeće te je za primjer navedeno malo obiteljsko poduzeće koje
posluje preko 20 godina i nalazi se drugoj fazi životnog ciklusa, rast poslovanja, koju opisuje
upravo prepoznavanje potrebe za formalizacijom poslovnih procesa. Zbog prepoznavanja
izgrađenih dugotrajnih, partnerskih odnosa s kupcima i dobavljačima i uvođenje formalnog
oblika marketinga odnosa se prepoznaje kao pretpostavka za daljnji rast i razvoj poduzeća.

Abstract (english)

Relationship marketing as a business concept refers to the establishment and maintenance
of partnership relationships with key stakeholders of a company, resulting in synergistic
effects that enhance business outcomes for both parties engaged in the partnership. Small
and medium-sized enterprises often inadvertently implement elements of relationship
marketing by nurturing personal contacts with suppliers, customers, and other market
stakeholders. The creation of personal contacts, involving the integration of firms into a
marketing network, confers an advantage to small enterprises over larger counterparts.
Through well-cultivated relationships within the marketing network, small enterprises gain
timely insights into market conditions and changes without incurring significant costs,
enabling flexible and swift responses to business opportunities. Family businesses introduce
additional complexities into operations due to the merger of characteristics from both the
business and family systems. Small family enterprises thus infuse elements of affectivity
into operations by translating familial principles into the business culture. As a result,
personal interactions with stakeholders become more substantial and frequently long-term
in nature. Consequently, this study delves into the appropriateness of introducing a formal
form of relationship marketing into a small family enterprise. An example of such an
enterprise is presented, operating for over 20 years and currently situated in the growth
phase of its life cycle. This growth phase necessitates the formalization of business
processes, a need recognized through the identification of established, enduring partnership
relationships with customers and suppliers. Because of that the introduction of a formal
relationship marketing approach is identified as a prerequisite for the enterprise's continued
expansion and development.

• Keywords: marketing odnosa; mala i srednja poduzeća; mala obiteljska poduzeća
• Keywords (english): relationship marketing; small and medium-sized enterprises; small family enterprises
• Language: croatian
• URN:NBN: urn:nbn:hr:148:561070
• 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: Open access
• Created on: 2023-09-19 12:29:11