Primjena umjetne inteligencije pri oblikovanju suvremenih maloprodajnih strategija

master's thesis

• Title (english): Application of artificial intelligence in designing a modern retail strategies
• Author: Karlo Balenović
• Mentor: Mirko Palić (mentor)
• Committee member: Domagoj Hruška (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: 2020-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Modeli današnjeg poslovanja mijenjaju se velikom brzinom. Uzroci toga mogu se očitovati u većim zahtjevima i informiranosti današnjih kupaca, no i u ubrzanom napretku raznih tehnologija. Primjene sustava temeljenih na umjetnoj inteligenciji predstavljaju takve tehnologije. Umjetna inteligencija prisutna je u mnogim segmentima današnjeg poslovanja te značajno pomaže, ali i samostalno upravlja velikim dijelom poslovnih procesa.

Cilj ovoga rada je definirati pojmove današnjeg oblika maloprodajnog poslovanja, upravljanje takvim poslovanjem te korištene strategije. Nadalje, cilj je definirati i koncept umjetne inteligencije te primjenu iste u poslovanju s naglaskom na maloprodajno poslovanje što podrazumijeva definiranje primijenjenih inteligentnih sustava, njihov razvoj i utjecaj na promjene navika potrošača. Svrha ovog rada je dobiti uvid u primjenu umjetne inteligencije u maloprodajnom poslovanju i njezin utjecaj na strateško određenje poslovnih subjekata u sektoru.

Primjena umjetne inteligencije u maloprodajnom poslovanju prikazat će se kroz obradu studije slučaja poduzeća Amazon kroz koncept Amazon Go, fizičke maloprodajne prodavaonice kojom upravljaju inteligentni informacijski sustavi bez prisutnosti klasične blagajničke naplate i ljudske interakcije. Za obradu studije slučaja koristit će se podaci iz znanstvene i stručne literature u kojoj je obrađeno funkcioniranje i primjena koncepta Amazon Go. Cilj takve studije slučaja je prikazati novi trend koji je prisutan u maloprodajnim poslovnicama te njegov potencijalni utjecaj na cijelu industriju.

Prisutnost značajnijih promjena u današnjim konceptima i poslovnim modelima maloprodajnih prodavaonica tijekom zadnjih godina je izostala. Zaključci analize studije slučaja pak ukazuju kako primjena umjetne inteligencije predstavlja budućnost maloprodajnog poslovanja. Svrha takvog novog koncepta očituje se u želji za poboljšanjem i pojednostavljenjem kupovnog procesa te povećanja zadovoljstva današnjih kupaca.

Abstract (english)

Today’s business models are changing at a rapid pace. The reasons for this can be seen in the
greater demands and information awareness of today's customers, but also in the accelerated
progress of various technologies. The application of systems based on artificial intelligence is
represented by such technologies. Artificial intelligence is present in many segments of
today's business and significantly helps, but also independently manages a large part of
business processes.
The aim of this paper is to define the concepts of today's form of retail business, management
of such business and the strategies used. Furthermore, the goal also is to define the concept of
artificial intelligence and its application in business with an emphasis on retail business,
which means defining the applied intelligent systems, their development and impact on
changes in consumer habits. The purpose is to gain insight into the application of artificial
intelligence in retail business and its impact on the strategic determination of business entities
in the sector.
The application of artificial intelligence in the retail business will be demonstrated through
the processing of the Amazon case study through the concept of Amazon Go, a physical retail
store operated by intelligent information systems without the presence of classic cash
collection and human interaction. Data from the scientific and professional literature covering
the functioning and application of the Amazon Go concept will be used to process the case
study. The aim of such case study is to show a new trend present in retail stores and its
potential impact on the entire industry.
The presence of significant changes in today's concepts and business models of retail stores in
recent years has been absent. The conclusions of the case study analysis indicate that the
application of artificial intelligence represents the future of the retail business. The purpose of
such a new concept is manifested in the desire to improve and simplify the purchasing process
and increase the satisfaction of today's customers.

• Keywords: umjetna inteligencije; umjetna inteligencija u poslovanju; umjetni inteligentni sustavi; maloprodajno poslovanje; maloprodajne strategije
• Keywords (english): artificial intelligence; artificial intelligence in business; artificial intelligent systems; retail business; retail strategies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:580825
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and 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: 2020-09-23 09:58:59