Internet kao strategija izlaska na strano tržište malog i srednjeg poduzeća

master's thesis

• Title (english): Internet as a strategy of internationalisation of small and medium enterprises
• Author: Tomislav Vrdoljak
• Mentor: Mihaela Mikić (mentor)
• Committee member: Marko Kolaković (predsjednik povjerenstva)
• Committee member: Mladen Turuk (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2023-01-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

U diplomskom radu „Internet kao strategija izlaska na strano tržište malog i srednjeg poduzeća“ govori se o Internetu kao jednom od najisplativijih oblika internacionalizacije u modernom vremenu te brojnim prednostima koje pruža. U središnjem dijelu rada raspravlja se o malim i srednjim poduzećima kao nositeljima svjetskog gospodarstva te se ističu njihove prednosti i karakteristike koje ih time čine poput agilnosti, fleksibilnosti, spremnosti na prihvaćanje novih tehnologija, inovativnosti i ostalih.
Mala i srednja poduzeća stavljaju se u kontekst internacionalizacije odnosno procesa širenja poslovanja poduzeća na strana tržišta te se opisuju prednosti i izazovi koje internacionalizacija sa sobom donosi poput potencijalno većih profita i povećanja konkurentnosti, ali i financijskih rizika i drugih barijera. Ističe se potreba za internacionalizacijom u okviru brze globalizacije kojom se nameće sve veća i intenzivnija konkurencija i zahtjevniji tržišni uvjeti.
Ističe se uloga Interneta kao najvažnijeg pokretača globalizacije koji istovremeno stvara sve veću konkurenciju, ali i omogućuje nikad lakši ulazak poduzeća na globalno tržište. Poduzeća koja se bave trgovinom, korištenjem Interneta svoje poslovanje mogu proširiti izvan granica svoje države, pa čak i na cijeli svijet, a istovremeno drastično smanjiti troškove i bolje se povezati s potencijalnim kupcima.
Posebno se naglašava važnost kanala digitalnog marketinga koji predstavljaju središnju ulogu u e-trgovini kako bi poduzeća istražila i ponudila svoje proizvode na novim tržištima što je u istraživačkom dijelu potvrđeno ispitivanjem triju uspješnih poduzeća koja posluju međunarodno isključivo preko Interneta.

Abstract (english)

The thesis "The Internet as a strategy for entering the foreign market of a small and medium- sized enterprise" discusses the Internet as one of the most profitable internationalization strategies in modern times and the numerous advantages it provides. The body of the paper discusses the importance of Small and Medium Enterprises as the backbone of the world economy, pointing out their advantages and characteristics such as agility, flexibility, willingness to accept new technologies, innovation and others.
Small and medium-sized companies are placed in the context of internationalization, i.e., the process of expanding to foreign markets, and the advantages and challenges that internationalization brings with it, such as potentially higher profits and increased competitiveness, as well as financial risks and other barriers. The need for internationalization is emphasized, as rapid globalization imposes ever greater and more intense competition and more demanding market conditions.
The role of the Internet is defined as being the most important contributor to globalization that simultaneously creates increasing competition, but also makes the process of entering the global market easier than ever before. Solely by using the Internet, companies that engage in trade can expand their businesses outside of their countries' borders and even to the whole world and, at the same time, drastically reduce their expenses and connect better with their potential customers.
The importance of digital marketing channels, which play a central role in e-commerce enabling companies to explore and offer their products in new markets, is especially emphasized and was supported by research conducted on three successful companies that operate internationally exclusively via the Internet.

• Keywords: internacionalizacija; mala i srednja poduzeća; Internet; digitalni marketing
• Keywords (english): Internationalization; Small and Medium Enterprises; Internet; Digital marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:478525
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-01-30 11:55:36