Title Menadžerska ekonomika kao podloga upravljanja troškovima Title (english) Managerial economics as a basis for cost management Author Benjamin Maglajlija Mentor Martina Sopta Ćorić (mentor)Committee member Mihaela Mikić (predsjednik povjerenstva)Committee member Davor Labaš (član povjerenstva)Granter University of Zagreb Defense date and country 2024-02-26, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Suvremeno poslovanje korporacija, a pogotovo onih koje posluju globalno na diversificiranim
tržištima, uvelike ovisi o samoj dinamici kretanja i nepredvidivosti tržišta. Taj problem na svjetskoj
razini među najboljima znaju kompanije „Big tech“ titule: Amazon, Alphabet (Google) i Meta
(Facebook). Protekle tri godine, od 2019. do 2022., predstavljale su razdoblje izazova, obilježeno
globalnim događajima poput Covid-19 krize, rata u Ukrajini, inflacijskih i energetskih problema u
2022. godini. Ove izazovne te tragične okolnosti stavljaju naglasak na ključnu ulogu Menadžerske
ili Upravljačke ekonomike u suočavanju s rizicima, bilo da su oni mikroekonomske ili
makroekonomske prirode.
Covid-19 kriza, s najvećim utjecajem u 2020. i 2021., praćena inflacijskim i energetskim izazovima
u 2022., postavila je ispred poduzeća pitanje očuvanja profitabilnosti i konkurentske pozicije na
turbulentnom tržištu. U ovim iznimno složenim uvjetima, Menadžerska ekonomika postaje vitalno
sredstvo, čija primjena zahtijeva pravovremenu i efikasnu upotrebu. Ona se pojašnjava kao
ujedinjenje ekonomske teorije, znanosti o odlučivanju i različitih menadžerskih funkcija, pružajući
okvir za procjenu utjecaja internih i eksternih faktora na poslovne odluke.
Upravljanje rizicima postaje ključni imperativ za održivost i uspjeh poduzeća u suvremenom
poslovnom okruženju. Upravo u ovom kontekstu, Menadžerska ekonomika postaje neophodna
disciplina za detaljnu analizu, planiranje i donošenje odluka koje će osigurati optimalno
upravljanje resursima i postizanje željenih poslovnih ciljeva u kratkom, ali i dugom roku.
Dodatno, istraživanje u području menadžerske ekonomike obuhvaća različite perspektive. Jedan
od bitnih pristupa je upravljanje troškovima poduzeća s krajnjim ciljem optimizacije troškova i
maksimizacije profita. Ova teorija predstavlja ključnu komponentu u analizi kako poduzeća
uspješno upravljaju troškovima u promjenjivom poslovnom okruženju.
Uz to, istraživanja o strategijskom prilagođavanju poduzeća u dinamičnim okolnostima i očuvanju
konkurentne prednosti predstavljaju temeljna pitanja koja će se istraživati u ovom radu.
Razumijevanje kako su korporacije poput Alphabet-a, Amazona i Meta-e donosile ključne
poslovne odluke u uvjetima nepredvidivosti i dinamičnosti tržišta od iznimne je važnosti za
prilagodbu poslovnih strategija u budućnosti.
Abstract (english) Contemporary operations of corporations, especially those operating globally on diversified
markets, heavily depend on the dynamics of market movements and market unpredictability. This
issue is well understood among the top companies with the "Big Tech" titles: Amazon, Alphabet
(Google), and Meta (Facebook). The past three years, from 2019 to 2022, represented a period
of challenges marked by global events such as the Covid-19 crisis, the war in Ukraine, and
inflationary and energy issues in 2022. These challenging and tragic circumstances underscore
the crucial role of Managerial Economics in dealing with risks, whether they are of a
microeconomic or macroeconomic nature.
The Covid-19 crisis, with its greatest impact in 2020 and 2021, followed by inflationary and energy
challenges in 2022, raised questions for companies about preserving profitability and competitive
positions in a turbulent market. In these exceptionally complex conditions, Managerial Economics
becomes a vital tool, whose application requires timely and effective use. It is explained as the
integration of economic theory, decision science, and various managerial functions, providing a
framework for assessing the impact of internal and external factors on business decisions.
Risk management becomes a key imperative for the sustainability and success of companies in
the modern business environment. In this context, Managerial Economics becomes an
indispensable discipline for in-depth analysis, planning, and decision-making to ensure optimal
resource management and achieve desired business goals in the short and long term.
Furthermore, research in the field of managerial economics encompasses various perspectives.
One crucial approach is the management of company costs with the ultimate goal of cost
optimization and profit maximization. This theory represents a key component in analyzing how
companies successfully manage costs in a changing business environment.
Additionally, research on the strategic adaptation of companies in dynamic circumstances and the
preservation of competitive advantages represents fundamental issues to be explored in this
work. Understanding how corporations like Alphabet, Amazon, and Meta made key business
decisions in conditions of unpredictability and market dynamics is of utmost importance for
adapting business strategies in the future.
Keywords
Menadžerska ekonomika
Upravljanje troškovima
Big Tech
Troškovi
Profit
Prihodi
Keywords (english)
Managerial Economics
Cost Management
Big Tech
Costs
Profit
Revenues
Language croatian URN:NBN urn:nbn:hr:148:282250 Study programme Title: Business economics Type of resource Text File origin Born digital Access conditions Access restricted to authenticated users Terms of use Created on 2024-02-26 17:40:43
