Razvoj i upravljanje markom usluge na poslovnim tržištima

master's thesis

• Title (english): Development and management of business service brand
• Author: Lucija Babić
• Mentor: Dubravka Sinčić Ćorić (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Đurđana Ozretić Došen (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2020-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Ovaj rad posvećen je temi razvoja i upravljanja markama usluga na poslovnim tržištima. Marku usluge čine vrijednosti opipljivih i neopipljivih elemenata koje tvrtke koriste kako bi se što uspješnije pozicionirale na tržištu. Iako postoji više različitih strategija razvoja marke usluge važno je primjenjivati holistički pristup i konzistentnost u porukama koje se odašilju. Koliko snažna marka može postati govori i to da se ona može promatrati kao samostalni tržišni subjekt koji ima svoju vrijednost. Forbes tako svake godine objavi listu 100 najvrjednijih marki svijeta.
Kako je u hrvatskom gospodarstvu primjetan rast tvrtki koje pružaju usluge na poslovnim tržištima, rad nakon pregleda teorijskog dijela sadrži i deskriptivan opis primarnog istraživanja koje je provedeno na prigodnom uzorku s ciljem saznanja kako hrvatske tvrtke pristupaju izgradnji marke usluge. Istraživanje pokazuje kako se hrvatske tvrtke koje pružaju usluge na poslovnim tržištima prema marki odnose kao prema vrijednoj nematerijalnoj imovini, primjenjuju holistički pristup izgradnje marke te najčešće primjenjuju strategiju korporativne marke. Neodvojivost usluge od zaposlenika rezultira s tim da su hrvatske tvrtke više usmjerene na interno nego na eksterno komuniciranje.

Abstract (english)

This paper is dedicated to the topic of development and management of business service brands. The service brand consists of the values of tangible and intangible elements that companies use to position themselves in the market as successfully as possible. Although there are several different strategies for developing a service brand, it is important to implement a holistic approach and consistency of key brand messages. How strong a brand can become is also shown by the fact that it can be viewed as an independent market entity that has its own value. Due to that, Forbes every year publishes a list of the 100 most valuable brands in the world.
As the growth of companies providing business services is noticeable in the Croatian economy, the paper, after reviewing the theoretical part, contains a descriptive review of the primary research conducted in order to find out how Croatian companies approach building a service brand. The research shows that Croatian companies that provide services in business markets treat the brand as a valuable intangible asset, apply a holistic approach for brand building, and most often use the corporate brand strategy. The inseparability of the service from the employees results in the fact that Croatian companies are more focused on internal than on external communication.

• Keywords: marka usluge; poslovna tržišta; identitet marke usluge; vrijednost marke usluge; korporativna marka
• Keywords (english): service brand; business markets; service brand identity; service brand value; corporate brand
• Language: croatian
• URN:NBN: urn:nbn:hr:148:392145
• 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 authenticated users
• Created on: 2020-09-24 12:05:24