ZNAČAJ DRUŠTVENIH MREŽA U POSLOVANJU MALIH I SREDNJIH PODUZEĆA

master's thesis

• Title (english): SIGNIFICANCE OF SOCIAL MEDIA FOR SMALL AND MEDIUM ENTERPRISES
• Author: Ivana Pečet
• Mentor: Mihaela Mikić (mentor)
• Committee member: Mihaela Mikić (predsjednik povjerenstva)
• Committee member: Marko Kolaković (član povjerenstva)
• Committee member: Mladen Turuk (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2020-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Mala i srednja poduzeća u svakoj državi čine bitan segment gospodarstva zbog njihove mnogobrojnosti. Upravo zato, ona su značajna za razvitak ekonomije države. Osim visokog udjela u ekonomiji, njihova važnost ogleda se i generiranju novih radnih mjesta. Pronalazak izvora financiranja i optimalno iskorištavanje resursa kroz odgovarajuću strategiju bitno je za mala i srednja poduzeća jer je njihov nastanak i razvoj od presudne važnosti za napredak države. Napretkom informacijskih tehnologija, koje su postale neizostavan dio poslovanja gotovo svakog poduzeća, digitalizacija ekonomije i društva dovela je do nastajanja digitalnog poduzetništva, čija razvijenost polako postaje ogledalo razvitka ekonomije države. Stoga je za mala i srednja poduzeća od iznimne važnosti praćenje promjena i trendova te usmjeravanje poslovne strategije ka internetu na kojem se danas nalazi većina potrošača. Ovaj rad pomnije će objasniti značajke malih i srednjih poduzeća te način na koji ona mogu integrirati društvene mreže u svoju strategiju i na taj način povećati svoju konkurentnost, a posljedično i uspješnost poslovanja.

Abstract (english)

Small and medium enterprises (SME), because of their multitude, make up a vital part of economy. Therefore, they are significant in economic development of a state. In addition, they generate a great number of new jobs for its population. Finding the right financing sources and their optimal use through an appropriate business strategy is of high importance for SMEs because their development is crucial for the economic progress of a state. Information technologies have become an essential part of day-to-day business which led to digitalization of economy and society. With entrepreneurs following and adding to this trend, digital entrepreneurship was born, and, today, it is an important factor for establishing the level of development of a state. So, it is of utmost importance for SMEs to create their strategy with the power of Internet in mind, as customers spend most of their time browsing. This paper will explain in more detali the main features of SMEs and in what way they can implement social media into their business strategy with the goal of increasing competitiveness and business performance.

• Keywords: mala i srednja poduzeća; MSP; digitalno poduzetništvo; društvene mreže; digitalni marketing
• Keywords (english): Small And Medium Enterprises; SME; Digital Entrepreneurship; Social Networks; Digital Marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:060329
• 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: 2020-09-16 17:57:08