Utjecaj internacionalizacije na tržište maloprodaje sportske opreme u Republici Hrvatskoj

graduate thesis

• Title (english): Effects of retail impact of internationalization on the sports equipment retail market in the Republic of Croatia
• Author: Mario Katić
• Mentor: Ivana Štulec (mentor)
• Committee member: Dora Naletina (član povjerenstva)
• Committee member: Blaženka Knežević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Internacionalizacija postaje sve značajniji faktor u poslovanju, a njezin utjecaj na tržišta diljem svijeta sve je izraženiji. Kada je riječ o maloprodaji sportske opreme, internacionalizacija ima posebno značenje s obzirom na globalnu popularnost sportskih aktivnosti i sve veću potražnju za sportskom opremom. U kontekstu Republike Hrvatske, koja je turistički atraktivna zemlja te sve više privlači strane investicije, važno je istražiti kako internacionalizacija utječe na tržište maloprodaje sportske opreme. Diplomski rad "Utjecaj internacionalizacije na tržište maloprodaje sportske opreme u Republici Hrvatskoj" obuhvaća analizu sveobuhvatnog fenomena internacionalizacije u kontekstu tržišta maloprodaje sportske opreme unutar Republike Hrvatske. Međunarodna trgovina i globalizacija imaju sve veći utjecaj na poslovanje različitih sektora, uključujući i trgovinu sportskom opremom. Internacionalizacija podrazumijeva proces proširenja poslovanja izvan nacionalnih granica te uključuje različite aspekte kao što su izvoz, uvoz, ulaganja, distribucija i prilagodba proizvoda i usluga različitim tržištima i kulturama. U Republici Hrvatskoj, tržište maloprodaje sportske opreme doživljava promjene pod utjecajem internacionalizacije. S obzirom na rastuću popularnost sportskih aktivnosti i sve veću svijest o zdravom načinu života, potražnja za sportskom opremom raste, a s njom i uloga internacionalnih brendova. No, istovremeno, lokalni maloprodavači moraju se prilagoditi konkurenciji internacionalnih maloprodavača te promjenama u potrošačkim preferencijama i trendovima. Temeljni cilj ovog rada je razumjeti kako internacionalizacija oblikuje tržište maloprodaje sportske opreme u Hrvatskoj i kako potrošači prihvaćaju novonastale promjene. To uključuje analizu konkurencije između internacionalnih i nacionalnih brendova, promjene u potražnji i potrošačkim navikama, strategije prilagodbe maloprodavača te implikacije koje ovi procesi imaju na dugoročnu održivost i razvoj tržišta.

Abstract (english)

Internationalization is becoming an increasingly important factor in business, and its influence on markets around the world is becoming more pronounced. When it comes to sports equipment retailing, internationalization has a special meaning given the global popularity of sports activities and the increasing demand for sports equipment. In the context of the Republic of Croatia, which is a tourist attractive country and increasingly attracts foreign investments, it is important to investigate how internationalization affects the sports equipment retail market. The diploma thesis "The impact of internationalization on the sports equipment retail market in the Republic of Croatia" includes an analysis of the comprehensive phenomenon of internationalization in the context of the sports equipment retail market within the Republic of Croatia. International trade and globalization have an increasing influence on the business of various sectors, including the trade in sports equipment. Internationalization implies the process of business expansion beyond national borders and includes various aspects such as export, import, investment, distribution and adaptation of products and services to different markets and cultures. In the Republic of Croatia, the sports equipment retail market is experiencing changes under the influence of internationalization. Considering the growing popularity of sports activities and the growing awareness of a healthy lifestyle, the demand for sports equipment is growing, and with it the role of international brands. But at the same time, local retailers must adapt to competition from international retailers and to changes in consumer preferences and trends. The main goal of this paper is to understand how internationalization shapes the sports equipment retail market in Croatia and how consumers accept the new changes. This includes analysis of competition between international and national brands, changes in demand and consumer habits, retailer adaptation strategies, and the implications these processes have for long-term sustainability and market development.

• Keywords: internacionalizacija; maloprodaja; tržište; sportska oprema; potrošači; internacionalni brendovi; nacionalni brendovi
• Keywords (english): internationalization; retail; market; sports equipment; consumers; international brands; national brands
• Language: croatian
• URN:NBN: urn:nbn:hr:148:749966
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-09-25 09:39:10