Studija Miles i Snow tipologije na primjeru tržišta deterdženata za pranje rublja U Hrvatskoj

master's thesis

• Title (english): Study of Miles and snow typology on the laundry detergent market in Croatia
• Author: Ana Lakić
• Mentor: Jurica Pavičić (mentor)
• Committee member: Goran Vlašić (predsjednik povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Jedna od ključnih funkcija visokog menadžmenta jest oblikovanje strategije organizacije. Strategiju možemo definirati kao obrazac odluka koje su odabrane i provedene kako bi se postigao dugoročan cilj i kreirala održiva kompetitivna prednost. Mnoge studije su ustvrdile i dokazale da je vrsta strategije koju organizacija koristi bitna i čini veliku razliku u krajnjem rezultatu (na primjer ; studija Miles i Snow (1978.) i studija Slater i Olsena (2000.). Dakle, glavni cilj menadžera jest osigurati da organizacija ima pravu strategiju u svrhu ostvarivanja uspješnog poslovanja.
Cilj rada je istražiti uklapa li se Miles i Snowova strateška tipologija na tržište deterdženata za pranje rublja u Hrvatskoj, odgovorom na ključne strateške probleme i usporedbom premium deterdženata za pranje rublja kroz povijesna, praktična i vlastita istraživanja.

Abstract (english)

One of the core functions of top managers is to shape a organization’s strategy. A strategy may be defined as a pattern of decisions that are selected and implemented to achieve a long-term goal and create sustainable competitive advantage. Many studies have contended and demonstrated that the type of strategy that is used by an organization matters and makes a big difference to end result (e.g. study of Miles and Snow (1978.) and study of Slater and Olsen (2000). Thus, a major goal for managers is ensuring that organization had the right strategy in order to ensure successful business performance.
The purpose of this paper is to explore does Miles and Snow strategic typology fit to laundry detergent market in Croatia, by answering to key strategic problems and comparing premium laundry detergents trough historical, practical and conducted researches.

• Keywords: organizacijska strategija; strateška tipologija; Miles i Snow; deterdženti za pranje rublja; kapsule za pranje rublja
• Keywords (english): organization strategy; strategic typology; Miles and Snow; laundry detergents; laundry detergent capsules
• Language: croatian
• URN:NBN: urn:nbn:hr:148:268970
• 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: 2016-11-22 08:02:55