Provođenje digitalizacije poslovanja u malom poduzeću na primjeru ugostiteljskog objekta

master's thesis

• Title (english): Digitalization of business in small business on an example of catering business
• Author: Karla Deskar
• Mentor: Božidar Jaković (mentor)
• Committee member: Mario Spremić (predsjednik povjerenstva)
• Committee member: Ivan Strugar (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2019-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Predmet ovog rada je izrada poslovnog modela koji uključuje elektroničko poslovanje. Odabrani poslovni model inovativne slastičarnice spaja tradicionalnu poslovnu djelatnost s novim tehnologijama i načinima pristupanja klijentima. Razvoj digitalnih tehnologija predstavlja nove izazove u svim poslovnim područjima organizacija. Prepoznavanje mogućnosti i prikladnosti pojedinih tehnologija za svako poduzeće postaje ključno za dugoročnu održivost na tržištu. Zastupljenost digitalnih tehnologija u percepciji korisnika igra važnu ulogu, jer potrošači percipiraju digitalna poduzeća kao organizacije koje su u stanju isporučiti više vrijednosti u odnosu na organizacije koje nisu digitalno prisutne. Primjenjivost digitalnih tehnologija u razumijevanju i oblikovanju percepcije kupaca te način utjecaja tehnologija na vrijednosti koje određuju percepciju kupaca korisnika su važan čimbenik procesa generiranja marketinške strategije. Odabrani poslovni model inovativne slastičarnice kombinira tradicionalnu poslovnu djelatnost s novim tehnologijama i načinima pristupanja klijentima.
U prvom dijelu ovoga rada dan je detaljan opis projekta, strateška analiza, inovacije i konkurentske prednosti. Zatim slijedi digitalni dio projekta opisan kroz poglavlja digitalni poslovni model, digitalne tehnologije, digitalni marketing, digitalno plaćanje i Web mjesto projekta s grafičkim prikazima. Posljednji dio rada biti će zaključak autora dobiven pisanjem i osmišljavanjem poslovne ideje inovativne slastičarnice.
Pretposljednji dio rada čini istraživanje, istraživanje je provedeno putem Google ankete od 30 pitanja, a prikupljeni su ispravni obrasci od 226 ispitanika. U radu se nalazi analiza rezultata istraživanja.

Abstract (english)

The subject of this paper is the development of a business model that includes e-commerce. The selected business model of an innovative pastry shop combines traditional business with new technologies and ways of approaching customers. The development of digital technologies presents new challenges in all business areas of organizations. Recognizing the capabilities and suitability of individual technologies for each company becomes crucial for long-term sustainability in the market. Digital representation in customer perception plays an important role, as consumers perceive digital businesses as organizations that are able to deliver more value than non-digital organizations. The applicability of digital technologies in understanding and shaping customer perceptions, and how technology influences the values that determine customer perceptions of customers, are an important factor in the process of generating a marketing strategy. The innovative pastry shop's chosen business model combines traditional business with new technologies and ways of approaching customers.
The first part of this paper will provide a detailed description of the project, strategic analysis, innovation and competitive advantages. This is followed by the digital part of the project described through the chapters Digital Business Model, Digital Technologies, Digital Marketing, Digital Payment and Project Web Site with Graphic Views. The last part of the paper will be the conclusion of the author obtained by writing and designing the business idea of an innovative patisserie.
The penultimate part of the paper is a survey, the survey was conducted through a Google survey of 30 questions, and the correct forms were collected from 226 respondents. The paper provides an analysis of the research results.

• Keywords: Elektroničko poslovanje; slastičarnica; aplikacija; digitalne tehnologije; poslovni model; inovativnost
• Keywords (english): Electronic commerce; patisserie; application; digital technologies; business model; innovation
• Language: croatian
• URN:NBN: urn:nbn:hr:148:871713
• 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: 2019-10-01 14:55:21