Odrednice marketinške etike u poduzećima prehrambene industrije

master's thesis

• Title (english): Determinants of marketing ethics in food industry
• Author: Ivan Bošnjak
• Mentor: Andrea Lučić (mentor)
• Committee member: Andrea Lučić (predsjednik povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Committee member: Mladen Turuk (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-06-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Cilj rada je prikazati s kojim se marketinškim preprekama susreću tvrtke u prehrambenoj industriji i prikazati kojim sve metodama služe kako bi se privukla pozornost potencijalnih kupaca. Prilikom izrade rada koristit će se različite znanstvene metode istraživanja poput metode analize i sinteze, indukcije, dedukcije, deskripcije i klasifikacije. Izvori podataka korišteni za izradu rada su knjige, udžbenici i članci koji su usko vezani uz temu istraživanja, kako bi pružili potrebne informacije za detaljnu obradu teme i argumentiranje iznesenih tvrdnji. U kontekstu proizvođača hrane, iako se prilagođavaju organskoj proizvodnji, suočavaju se s izazovima poput nemogućnosti potpuno organske proizvodnje i visokih cijena takvih proizvoda. Etičnost i poslovanje trebaju ići zajedno, a organizacije koje temelje svoje poslovanje na etičnosti stvaraju pozitivnu sliku o sebi, jačaju odnose s dionicima i unapređuju internu klimu. Marketinški stručnjaci koji se bave prodajom organske i zdravstveno ispravne hrane su cijenjeni. Menadžeri u takvim područjima moraju uzeti u obzir različite kulture i prilagoditi se njihovim zahtjevima. U današnjem promjenjivom poslovnom okruženju, tvrtke ne mogu zanemariti međunarodnu trgovinu. Etička pitanja se javljaju pri donošenju odluka o cijenama, distribuciji i promidžbi. Potrošači imaju različita stajališta prema poslovnim aktivnostima tvrtke, a etičko poslovanje ima dugoročan utjecaj na poslovni uspjeh. Poslovna etika ima ključnu ulogu u izgradnji ugleda organizacije i utječe na javno mišljenje i uspjeh tvrtke. Važno je da tvrtke etično posluju i uzimaju u obzir interese svih dionika i društva u kojem djeluju.

Abstract (english)

The aim of this paper is to present the marketing challenges faced by companies in the food industry and to illustrate the methods they employ to attract the attention of potential customers. Various scientific research methods such as analysis and synthesis, induction, deduction, description, and classification will be used in the process of creating this paper. The data sources used for this research include books, textbooks, and articles closely related to the research topic, in order to provide necessary information for a detailed analysis of the subject and to support the presented claims. In the context of food producers, despite their adaptation to organic production, they encounter challenges such as the inability to achieve completely organic production and the high prices of such products. Ethics and business should go hand in hand, and organizations that base their operations on ethics create a positive image, strengthen stakeholder relationships, and improve internal climate. Marketing professionals specializing in the sale of organic and healthy food are highly respected. Managers in such fields need to consider different cultures and adapt to their requirements. In today's rapidly changing business environment, companies cannot overlook international trade. Ethical issues arise when making decisions about pricing, distribution, and promotion. Consumers hold different viewpoints regarding a company's business activities, and ethical business practices have a long-term impact on business success. Business ethics play a crucial role in building an organization's reputation, influencing public opinion, and determining a company's success. It is important for companies to conduct business ethically and consider the interests of all stakeholders and the society in which they operate.

• Keywords: marketinška etika; odrednice; prehrambena industrija
• Keywords (english): marketing ethics; determinants; food industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:972283
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-06-22 13:02:00