INOVACIJE POSLOVNIH MODELA NA TRŽIŠTU LUKSUZNIH PROIZVODA

master's thesis

• Title (english): INOVATION OF BUSINESS MODELS ON THE LUXURY PRODUCTS MARKET
• Author: Jakov Lacić
• Mentor: Goran Vlašić (mentor)
• Committee member: Jurica Pavičić (predsjednik povjerenstva)
• Committee member: Goran Vlašić (član povjerenstva)
• Committee member: Zoran Krupka (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2020-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Pojam inovacije i procesa inoviranja temelj su unaprjeđenja suvremenog gospodarstva, pa tako čine temelj uspješnog i dugoročno održivog poslovanja pojedinačnih poduzeća. Trendovi digitalizacije, tehnologizacije, informatizacije i automatizacije zahtijevaju od poduzeća njihovo inkorporiranje u poslovne politike i procese. Uspješno poslovanje poduzeća u suvremenom gospdarstvu zahtijeva kontinuirano inoviranje. Inovacije su pojam koji se najčešće povezuje uz stvaranje novog proizvoda ili nove usluge, međutim inovacija ne podrazumijeva samo novitet outputa, već uvođenje novog i drugačijeg u razne segmente poslovanja, bilo da se radi o promjenama u poslovnim politikama poduzeća koje će rezultirati poboljšanjem u sferi upravljanja ljudskim resursima, bilo da se radi o promjeni procesa unutar proizvodnje koji će rezultirati financijskim uštedama. Inovirati se osim proizvoda, mogu i poslovni procesi ali i cjelokupni poslovni modeli.
Luksuzni proizvodi i usluge predstavljaju ona dobra koja nisu dostupna širokoj masi potrošača, uz koje se veže svojevrsni statusni simbol te kod kojih učestalo naglasak nije na funkcionalnosti i svrhovitsti za potrošača. Kupci najčešće teže kupnji luksuznih proizvoda upravo zbog statusa koje im posjedovanje luksuznog dobra omogućava. Inovacije u području luksuznih proizvoda su česte, kroz vid redizajna kao oblika inovacije, obzirom da kupci luksuznih proizvoda kao dodatni dokaz statusa traže personalizaciju proizvoda po vlastitim mjerama.

Abstract (english)

The concept and process of innovation are the basis for improving the modern economy. These concepts are the base line for successful and long-term sustainable businesses. Companies need to incorporate the latest trends in digitalization, technology, informatization and automation into business policies and processes. In order for a company's operation to be successful in a modern economy, continuous innovation is a required. Innovation is the term most often associated with the creation of a new product or service, but innovation does not only mean the novelty of output, but also the introduction of new and different in various business segments. A change in business policy that will result in improved human resources management, a change in entire business models, or even a change in production processes that will result in financial savings can all be considered as innovation. Additionally, companies can innovate more than just their product, they can make changes in their business processes and business models.
Luxury product and services represent goods that are not available to a wider range of consumer, associated to a certain status symbol with less emphasis on utility and functionality for the consumer. Buyers often aspire to own luxury products precisely due to the status that is attached to owning this type of products and goods. Innovation in the luxury goods are frequent through redesigning as a form of innovation, given that buyers of luxury products wish for personification as an additional proof of the status they seek

• Keywords: inovacija; inovacijski proces; poslovni model; luksuzni proizvod; online kupnja
• Keywords (english): innovation; innovation process; business model; luxury product; online shopping.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:176936
• 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: 2020-10-15 12:25:23