Digitalna transformacija veleprodaje specijaliziranog distributera potrepština za kućne ljubimce

master's thesis

• Title (english): Digital transformation of a specialized distributor of pet supplies wholesale
• Author: Katarina Radman
• Mentor: Blaženka Knežević (mentor)
• Committee member: Dario Dunković (predsjednik povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Razvojem digitalnih tehnologija mijenja se način na koji živimo, radimo i komuniciramo, što povećava svijest o važnosti digitalne transformacije u različitim djelatnostima. Osim što obuhvaća promjene u tehničkom aspektu, digitalna transformacija utječe i na promjenu mentaliteta unutar poduzeća, s ciljem poboljšanja uključenosti njegovih zaposlenika i korisnika. Digitalna transformacija provodi se i u trgovinskom poslovanju te ovisi o vrsti pristupa kupcima te vrsti proizvoda kojima se poduzeće bavi. U ovome radu fokus je na digitalnoj transformaciji veleprodaje u području potrepština za kućne ljubimce. Cilj rada bio je prikazati provedbu digitalne transformacije u veleprodaji potrepština za kućne ljubimce te analizirati optimizaciju operativne učinkovitosti na konkretnom primjeru specijaliziranog distributera. Korištena metodologija uključuje analizu sekundarnih podataka poput znanstvene i stručne literature te internetskih stranica i analizu primarnih podataka prikupljenih putem intervjua sa vlasnikom poduzeća specijaliziranog za distribuciju potrepština za kućne ljubimce. Rad je pokazao da digitalna transformacija donosi brojne prednosti, ali i izazove koji oblikuju poslovanje, zbog čega je važno pažljivo planirati i upravljati ovim procesom kako bi se te prednosti maksimalno iskoristile, a izazovi smanjili. Iako su prepreke u digitalnoj transformaciji veleprodaje značajne, one se mogu uspješno savladati. Veletrgovci koji primijene adekvatne strategije i uče iz uspješnih praksi, mogu očuvati svoju konkurentsku prednost i uspješno napredovati u digitalnom vremenu.

Abstract (english)

The development of digital technologies is changing the way we live, work and communicate, increasing awareness of the importance of digital transformation across various industries. In addition to encompassing changes in the technical aspect, digital transformation also influences a shift in mindset within companies, aiming to enhance the engagement of its employees and customers. Digital transformation is also being implemented in retail businesses and depends on the type of customer approach and the type of products the company deals with. In this thesis, focus is on the digital transformation of wholesale in the pet supplies sector. The aim of this thesis is to illustrate the implementation of digital transformation in wholesale pet supplies and analyze operational efficiency optimization using a specific example of a specialized distributor. The methodology used includes the analysis of secondary dana such as scientific and professional literature and websites, as well as the analysis of primary data collected through an intervju with the owner of a company specialized in the distribution of pet supplies. The study demonstrated that digital transformation brings numerous advantages, but also challenges that shape business operations, making it essential to carefully plan and manage this process in order to maximize benefits and minimize challenges. Although the obstacles in the digital transformation of wholesale are significant, they can be successfully overcome. Wholesalers who adopt appropriate strategies and learn from successful practices can maintain thei competitive advantage and successfully progress in the digital age.

• Keywords: digitalna transformacija; veleprodaja; učinci digitalne transformacije; potrepštine za kućne ljubimce
• Keywords (english): digital transformation; wholesale; effects of digital transformation; pet supplies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:988388
• 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 authenticated users
• Created on: 2024-09-25 18:46:13