Logistika događanja na primjeru sajma knjiga

master's thesis

• Title (english): Event logistics: the example of a book fair
• Author: Matea Stanić
• Mentor: Sanda Soucie (mentor)
• Committee member: Sanda Soucie (predsjednik povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2022-09-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Primarni cilj ovog diplomskog rada je identificirati, analizirati i opisati glavne logističke aktivnosti u organizaciji sajmova, s posebnim osvrtom na sajmove knjiga. Iako se u današnje digitalno doba ponekad dovodi u pitanje značaj sajmova te njihova uloga u budućnosti, oni još uvijek predstavljaju sastavni dio marketinške i komunikacijske strategije brojnih poduzeća. Ovakva događanja na jednom mjestu okupljaju mnogobrojne dionike pojedine industrije, a nekad i povezanih industrija, s ciljem poslovanja, umrežavanja te razmjene znanja i informacija. Poseban značaj za izdavačku industriju imaju sajmovi knjiga. Uspješnost njihove organizacije u prvom će redu ovisiti o pravovremenoj isporuci i pouzdanosti logističke usluge. U diplomskom su radu objašnjeni ključni koncepti i elementi logistike događanja, istaknut njezin značaj u organizacijskom procesu te predstavljeni trendovi u industriji događanja. Također, na temelju analize dostupne znanstvene i stručne literature, opisane su glavne logističke aktivnosti u organizaciji sajmova. Empirijsko istraživanje provedeno je korištenjem metode strukturiranih intervjua kako bi se istražile i opisale logističke aktivnosti u organizaciji triju regionalnih sajmova knjiga: zagrebačkog Interlibera, Sajma knjige u Istri te Sarajevskog sajma knjiga. Rezultati istraživanja potvrdili su izniman značaj logistike u organizaciji uspješnog sajma knjiga.

Abstract (english)

The primary aim of the thesis is to identify, analyze and describe main logistics activities in the organization of trade fairs, with special reference to book fairs. Although in today's digital age the importance of trade fairs and their future role is sometimes questioned, they still represent an integral part of the marketing communication strategy of many companies. Such events bring together numerous stakeholders from a particular industry, and sometimes related industries, in order to conduct business, network and exchange information and knowledge. Within the publishing industry, book fairs have a special significance. The success of a book fair will primarily depend on the timely delivery and reliability of logistics service. The theoretical framework of the thesis explains key concepts and elements of event logistics, emphasizes its importance in the organizational process, and presents trends in the event industry. Based on the literature review, logistics activities in the organization of trade fairs are explained. Empirical research was conducted using structured interviews as a research method, in order to describe logistics activities in the organization of three regional book fairs: Interliber Book Fair in Zagreb, Book Fair(y) in Istria and International Book Fair in Sarajevo. The research results confirmed the exceptional importance of logistics in the organization of a successful book fair.

• Keywords: logističke aktivnosti; logistika događanja; sajam; sajam knjiga
• Keywords (english): logistics activities; event logistics; trade fair; book fair
• Language: croatian
• URN:NBN: urn:nbn:hr:148:899355
• 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: 2022-09-16 14:46:51