Strateško odlučivanje i internacionalizacija globalno rođenih poduzeća na primjeru tekstilne industrije

master's thesis

• Title (english): Strategic planning and internationalization of born-global companies on the example of textile industry
• Author: Andrea Arandia-Krešić
• Mentor: Mate Damić (mentor)
• Committee member: Tomislav Baković (član povjerenstva)
• Committee member: Davor Labaš (član povjerenstva)
• Committee member: Mate Damić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2023-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; International Economics

Abstract

Diplomskim se radom pod naslovom „Strateško odlučivanje i internacionalizacija globalno rođenih poduzeća na primjeru tekstilne industrije“ iskazuju temeljne odrednice oblikovanja strategije i međunarodnog poslovanja globalno rođenih poduzeća, navode i objašnjavaju alati za oblikovanje poslovne strategije, utvrđuje učinkovitost primjene strategija na primjeru tekstilne industrije. U čimbenike koji utječu na stvaranje globalno rođenih poduzeća spadaju globalna vizija, inovativnost, jaka međunarodna baza resursa, tehnološki razvoj, poslovne mreže, agresivni stil učenja i tolerantnost na rizik. Prepreke internacionalizaciji koje se najčešće spominju su financijska ograničenja i ograničenja resursa, administrativne poteškoće, zakoni i regulative, nepoznavanje inozemnog tržišta, nedostatak menadžerskih vještina, i ekonomija razmjera. Među načine internacionalizacije poduzeća opisane u radu, odnosno načine na koje poduzeća mogu izaći na međunarodno tržište, uz izvoz, franchising i licenciranje kao ugovorne načine, spadaju podružnice u cjelokupnom vlasništvu (FDI) i zajednički pothvat. Prilikom analize poslovanja poduzeća, ovisno o tome analizira li se unutarnje ili vanjsko poslovno okruženje, koristi se alatima kao što su SWOT analiza, PESTLE analiza, analiza Porterovih 5 sila, analiza VRIO modela, i analiza lanca vrijednosti. Nakon teorijskih razmatranja internacionaizacije, u drugom dijelu diplomskog rada dan je primjer strategije na primjeru tekstilne industrije i to poduzeća Zara (Inditex). Pokazano je kako je to međunarodno poduzeće gradilo svoju sadašnju poziciju na tržištu ostvarujući svoju konkurentsku prednost te je analizirana strategija pomoću koje je poduzeće ostvarilo profitabilno poslovanje u promatranom razdoblju.

Abstract (english)

The diploma thesis entitled "Strategic Planning and Internationalization of Born-Global Companies on the Example of Textile Industry" presents the fundamental determinants of strategy formation and international business of globally born companies, states and explains the tools for shaping business strategy, determines the effectiveness of strategy application on the example of the textile industry. The mentioned factors that influence the creation of born-global companies include global vision, innovation, a strong international resource base, technological development, business networks, an aggressive learning style and risk tolerance. The barriers to internationalization most often mentioned are financial and resource constraints, administrative difficulties, laws and regulations, unfamiliarity with foreign markets, lack of managerial skills, and economies of scale. Among the methods of internationalization of companies described in the paper, i.e. the ways in which companies can enter the international market, in addition to export, franchise and licensing as contractual methods, wholly owned subsidiaries (FDI) and joint ventures are included. When analyzing the company's operations, depending on whether the internal or external business environment is analyzed, tools such as SWOT analysis, PESTLE analysis, Porter's 5 forces analysis, VRIO model analysis and value chain analysis are used. After the theoretical considerations of internationalization, in the second part of the thesis, an example of strategy is given on the example of the textile industry, namely the company Zara (Inditex). It is shown how this international company built its current position on the market through creation of its competitive advantage and the strategy by which the company achieved profitable business in the observed period was analyzed.

• Keywords: globalno rođeno poduzeće; internacionalizacija; strategija; međunarodno tržište; tekstilna industrija
• Keywords (english): born-global; internationalization; international business; strategy; international market; textile industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:171473
• 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: Embargoed access; Embargo expiration date: 2025-10-04
• Created on: 2023-10-01 07:14:59