Komunikacija strategije informatičkih poduzeća putem internetskih stranica

master's thesis

• Title (english): Communication strategies of it companies on the websites
• Author: Mateo Peša
• Mentor: Mirjana Pejić Bach (mentor)
• Committee member: Mislav Ante Omazić (predsjednik povjerenstva)
• Committee member: Ante Vuletić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U ovom diplomskom radu općenito je prikazano i objašnjeno kako poduzeća vode svoju komunikaciju interno prema zaposlenicima i eksterno prema kupcima, poslovnim partnerima, javnošću te ostalim interesnim skupinama ali i koji se komunikacijski alati i kanali pritom koriste. Također, navedene su prednosti i mane odnosno rizici primjene informacijske tehnologije u samom procesu komuniciranja poslovnih informacija, a naveden je i Internet odnosno internetske stranice poduzeća kao ključan faktor direktnog doticaja sa kupcima i stvaranju njihove lojalnosti. Nadalje, prikazano je stanje hrvatskog IT tržišta i perspektive strateškog razvoja te je napravljena usporedba sa državama u okruženju u 2012. godini. Teorijski dio završava objašnjenjem pojmova blogova i društvenih mreža te koji potencijal u sebi nose kao ključno komunikacijsko sredstvo poduzeća. U praktičnom dijelu rada napravljeno je empirijsko istraživanje i analiza Web stranica 71 najvećih IT poduzeća u Hrvatskoj kroz određene karakteristike marketinških i komercijalnih aktivnosti. Rezultati su prikazani grafički u postotcima i izvedeni su zaključci za 30 analiziranih varijabli.

Abstract (english)

In this thesis is generally shown and explained how companies run their communication internally to employees and externally to customers, business partners, the public and other stakeholders and also which communication tools and channels are used while that process. There are also listed the advantages and disadvantages and risks of applying information technology in the process of communicating business information. The Internet and the enterprise's Web site are set out below as a key factor of direct contact with customers and creating their loyalty to the enterprise. Furthermore, in this work are also shown the state of the Croatian IT market and strategic development and it is compared with the neighboring countries in 2012. The theoretical part ends with an explanation of the terms of blogs and social networks and their potential to be the key communication tools of a company. In the practical part of the work is conducted the empirical research and analysis of Web sites of the 71 most successful IT companies in Croatia through certain characteristics of marketing and commercial activities. The results are shown graphically in percentages and conclusions were drawn for the 30 analyzed variables.

• Keywords: interna i eksterna komunikacija poduzeća; prednosti i rizici IT tehnologije u komunikaciji poslovnih informacija; IT tržište u Hrvatskoj i državama u regiji; Web stranice IT poduzeća u Hrvatskoj
• Keywords (english): internal and external communication of a company; the benefits and risks of IT technology in communication of business information; the IT market in Croatia and the countries in the region; Web sites of the IT companies in Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:559585
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-11-17 17:05:32