Netržišna poslovna strategija

master's thesis

• Title (english): Nonmarket business strategy
• Author: Dorotea Zefić
• Mentor: Darko Tipurić (mentor); MBZ: 206214
• Committee member: Marijan Cingula (predsjednik povjerenstva)
• Committee member: Domagoj Hruška (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2019-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Ovaj rad definira i objašnjava netržišnu strategiju poduzeća. Netržišna strategija označava plan budućih akcija poduzeća koji je usmjeren prevenciji ili eliminiranju prijetnji nastalih iz političkog, pravnog i socijalnog konteksta. Objašnjeni su utjecaji i interesi sudionika netržišne okoline: lokalne zajednice, društvenih aktivista, domaćih i stranih zakonodavstva, medija i javnosti. Analizirani su načini izgradnje odnosa s netržišnim sudionicima te objašnjena implementacija osmišljene strategije. Izrađena je studija slučaja na primjeru poslovanja tvrtke Uber Technologies. Ovaj rad svjedoči o globalnoj važnosti netržišne strategije za postizanje konkurentske prednosti, dobrog imidža na tržištu i ukupne organizacijske uspješnosti.

Abstract (english)

The main subject of this thesis is company's non-market strategy. Non-market strategy is a plan of future actions taken by the company to prevent or eliminate threats coming from legal, political and social forces from the environment. We explain the influence of actors in a non-market environment and their interests. These actors are: local communities, social activists, local and foreign government, media and public. We analyze means of building relationship with non- market actors and implementation of chosen strategy. We also make a case study about the Uber Technologies Inc. The value of this paper is explaining the importance of non-market strategy for creating competitive advantage, remaining good company image and achieving organizational success.

• Keywords: netržišna strategija; poslovna strategija; netržišno okruženje; Uber; studija slučaja
• Keywords (english): non-market strategy; nonmarket strategy; business strategy; non market environment; case study; Uber
• Language: croatian
• URN:NBN: urn:nbn:hr:148:161283
• 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: 2019-09-22 17:24:27