OSTVARIVANJE KONKURENTSKE PREDNOSTI MEĐUNARODNOG PODUZEĆA

master's thesis

• Title (english): ACHIEVING THE COMPETITIVE ADVANTAGE OF AN INTERNATIONAL COMPANY
• Author: Marjana Jelušić
• Mentor: Najla Podrug (mentor); MBZ: 252046
• Committee member: Najla Podrug (predsjednik povjerenstva)
• Committee member: Davor Filipović (član povjerenstva)
• Committee member: Darko Tipurić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2020-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Odluka poduzeća o internacionalizaciji poslovanja predstavlja iznimno težak proces jer se poduzeće na tom putu susreće sa nizom nepoznanica kojima mora prilagoditi svoje poslovanje kako bi proces internacionalizacije rezultirao uspjehom. Internacionalizacija je jedan od glavnih preduvjeta za uspješno poslovanje i postizanje međunarodne konkurentske prednosti. Postoji niz preduvjeta koji su promijenili prirodu poslovanja te time povećalo ulogu međunarodnog poduzeća kao važnog ekonomskog entiteta u ostvarivanju gospodarskog napretka. Poduzeća koja se odluče za djelovanje na međunarodnom tržištu teže da rizik takvog nastupa svedu na minimum. Kako bi to postigli potrebno je provesti analize te imati dobro osmišljenu strategiju nastupa. Empirijski dio rada se odnosi na prikaz konkretnog međunarodnog poduzeća Kaufland. Prikazani su elementi koji su omogućili poduzeću ostvarivanje konkurentske prednosti na europskom tržištu. Poduzeće se također suočava sa nizom promjena u okolini. Preduvjet za opstanak odnosno održavanje konkurentske prednosti je nužnost adaptacije.

Abstract (english)

The company's decision to internationalize the business is an extremely difficult process because the company meets with many unknowns and must adapt its business in order for the internationalization process to result in success. Internationalization is the main condition for successful business and achieving international competitive advantages. There are a number of preconditions that have changed the introduction of business and over time increased the role of the international company as an important economic entity in achieving economic progress. Companies that decide for the international market strive to keep the risk of such an appearance to a minimum. In order to achieve it is necessary to do analysies and to have a well-designed performance strategy. In the empirical part of the study there is the presentation of a specific international company Kaufland. The elements that are presented are the one who helped the company to achieve competitive advantages in the European market. The company also faces with many changes in turbulent envirement, the main condition for survival is possibility to adapt in all kind of situations.

• Keywords: internacionalizacija; međunarodna konkurentska prednost; međunarodno poduzeće; strategija nastupa; Kaufland; adaptacija
• Keywords (english): internationalization; international competitive advantage; international company; performance strategy; Kaufland; adaptation
• Language: croatian
• URN:NBN: urn:nbn:hr:148:838002
• 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: Open access
• Created on: 2020-10-05 18:46:26