Analiza inovativnih aktivnosti u hrvatskim malim i srednjim poduzećima

master's thesis

• Author: Maja Krpes
• Mentor: Ružica Brečić (mentor)
• Committee member: Tomislav Baković (predsjednik povjerenstva)
• Committee member: Andrea Razum (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Cilj rada je istražiti i analizirati inovativne marketinške aktivnosti u odabranim malim i srednjim poduzećima u Hrvatskoj, te utvrditi utječe li provođenje tih aktivnosti pozitivno na njihovu uspješnost.
Metode korištene za prikupljanje podataka su analiza poslovnog slučaja te metoda ispitivanja putem polu-strukturiranih intervjua na uzorku od deset malih i srednjih poduzeća.
Rezultati istraživanja pokazuju da je devet od deset ispitanih poduzeća inovativno, a njihova inovativnost se ponajviše ogleda u inovativnim proizvodima/uslugama, koji su u nekim slučajevima rezultat i radikalnih inovacija, ali u većini slučajeva inkrementalnih.
Svih deset poduzeća je uspješno u svojim djelatnostima, te je stoga zaključeno da inovacije pozitivno utječu na uspješnost malih i srednjih poduzeća.
Sva poduzeća su istaknula administrativne procedure, regulacije, zakone i previsoke poreze kao najveće barijere inovacijama i općenito za poslovanje, te nedostatak institucionalne podrške u obliku određenih potpora i poticaja malim i srednjim poduzećima.

Abstract (english)

Purpose of this paper is to explore and analize innovative marketing activities in selected small- and medium-sized croatian enterprises and to investigate the impact of these innovations on their business performance.
Case study analysis and semi-structured interviews were used for data collection on a sample of ten small- and medium-sized enterprises.
Findings suggest that nine out of ten analized enterprises are innovative and their innovativeness is mostly visible on innovative products/services which are result of radical innovation in some cases but in most cases a result of incremental innovation.
All ten enterprises are successful in their sectors, so it is suggested that innovation has positive effect on business performance of small- and medium-sized enterprises.
All enterprises highlight administrative procedures, regulations, laws and too high taxes as main barriers for innovation and business in general, and unsufficient institutional support in form of certain benefits and incentives for small- and medium-sized enterprises.

• Keywords: inovacije; marketing; mala i srednja poduzeća; Hrvatska
• Keywords (english): innovation; marketing; small- and medium-sized enterprises; Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:750436
• Study programme: Title: Business Economics; Study programme type: university; Study level: 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: 2016-10-12 12:29:01