Izazovi implementacije digitalne platforme na primjeru vodećeg oglašivačkog poduzeća u Republici Hrvatskoj

master's thesis

• Title (english): Challenges of implementing a digital platform in the largest advertising company in the Republic of Croatia
• Author: Maja Matun
• Mentor: Jasna Prester (mentor)
• Committee member: Matija Marić (predsjednik povjerenstva)
• Committee member: Tomislav Hernaus (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2025-02-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Ovaj rad analizira izazove i mogućnosti implementacije digitalnih platformi u poslovanje
vodećeg oglašivačkog poduzeća u Republici Hrvatskoj. Digitalna transformacija ključni je
element modernog poslovanja, no njena provedba suočava se s brojnim izazovima,
uključujući prilagodbu poslovnih procesa, sigurnost podataka te prihvaćanje novih tehnologija
od strane zaposlenika i korisnika.
Studija slučaja poduzeća X analizira implementaciju digitalne platforme PayProtect, razvijene
s ciljem povećanja sigurnosti i povjerenja korisnika prilikom online transakcija. Rezultati
istraživanja ukazuju na značajna poboljšanja u operativnoj učinkovitosti, optimizaciji
poslovnih procesa i konkurentskoj prednosti na tržištu. Ipak, uspješna digitalizacija zahtijeva
sustavno planiranje, kontinuiranu edukaciju zaposlenika i usklađivanje s regulatornim
zahtjevima.
Zaključci ovog rada pružaju smjernice za poduzeća koja planiraju digitalnu transformaciju,
istaknuvši ključne faktore uspjeha u oglašivačkoj industriji.

Abstract (english)

This paper analyzes the challenges and opportunities of implementing digital platforms in the
business operations of the leading advertising company in the Republic of Croatia. Digital
transformation is a key element of modern business, yet its implementation faces numerous
challenges, including business process adaptation, data security, and the acceptance of new
technologies by employees and users.
The case study of company X examines the implementation of the PayProtect digital
platform, developed to enhance security and user trust in online transactions. The research
results indicate significant improvements in operational efficiency, business process
optimization, and competitive advantage in the market. However, successful digitalization
requires systematic planning, continuous employee education, and compliance with
regulatory requirements.
The conclusions of this paper provide guidelines for companies planning digital
transformation, highlighting key success factors in the advertising industry.

• Keywords: digitalna transformacija; digitalne platforme; oglašivačka industrija; sigurnost podataka; poslovni procesi; korisničko iskustvo
• Keywords (english): digital transformation; digital platforms; advertising industry; data security; business processes; user experience
• Language: croatian
• URN:NBN: urn:nbn:hr:148:048017
• 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: Open access
• Created on: 2025-02-25 15:51:47