POSLOVNI MODEL NAKLADNIČKE KUĆE AGM d.o.o.

master's thesis

• Title (english): BUSINESS MODEL OF THE PUBLISHING HOUSE AGM Ltd.
• Author: Sandra Klisović
• Mentor: Mladen Turuk (mentor); MBZ: 331770
• Committee member: Marko Kolaković (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2021-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

U radu se definira važnost i značaj poslovnog modela u realizaciji zadanih strateških ciljeva poduzeća. Spona poslovnog modela i strategije ogleda se u činjenici da je poslovni model arhitekturni koncept koji je osmišljen kako bi poduzeće isporučivalo vrijednost klijentima u skladu sa zadanom misijom, vizijom i strategijom. Motivacija za odabir predmeta istraživanja je radno iskustvo u nakladničkoj kući AGM d.o.o. koje postupno prilagođava poslovni model zahtjevima informacijskog društva, sukladno tržišnim potrebama. Detaljno je predstavljen „brick and click“ model poslovanja na kojem se temelji sadašnje poslovanje odabrane nakladničke kuće. Ujedno je razrađen prijedlog za razvoj višekanalnog poslovnog modela za AGM d.o.o. kako bi se u potpunosti iskoristile tržišne prilike koje proizlaze iz promjena navika kupaca pod utjecajem razvoja informacijskog društva. Digitalna transformacija društva i poslovanja uzrokuje sve više disruptivnih inovacija u poslovanju, što je iznimno prisutno u izdavačkoj i nakladničkoj djelatnosti. U radu se stoga prikazuje dosadašnji iskorak nakladničke kuće AGM d.o.o. ka digitalizaciji poslovanja i otvaranju ka online promotivnim i prodajnim kanalima u okviru spomenutog „brick and click“ modela. Poseban naglasak istraživanja je na promišljanju o daljnjoj digitalizaciji poslovnog modela na temelju primjene online koncepta prodaje long tail. Koncept long tail prodaje ne odnosi se na online prodaju fizičkih primjeraka knjižne građe, već na digitalizaciju cjelokupnog asortimana nakladničke kuće i distribuciju knjižne građe u digitalnom obliku. Temeljni razlozi zbog kojih je predložen ovaj budući model razvoja za AGM d.o.o. proizlaze iz činjenice da se u značajnoj mjeri eliminiraju troškovi produkcije i zavisnih troškovi vezani uz nabavku fizičkih proizvoda. Usvajanje spomenutog modela značajno bi doprinijelo unaprjeđenju učinkovitosti i racionalizaciji troškova poslovanja te unaprjeđenju konkurentske prednosti nakladničke kuće AGM d.o.o.

Abstract (english)

The importance and significance of the business model in the realization of the strategic goals of the company are defined in the thesis. The link between the business model and strategy is reflected in the fact that the business model is an architectural concept designed to deliver value to customers in accordance with a given mission, vision and strategy. The motivation for choosing the research subject is work experience in the publishing house AGM that gradually adapts the business model to the requirements of the information society, in accordance with market needs. The "brick and click" business model on which the current business of the selected publishing house is based is presented in detail. At the same time, a proposal for the development of a multi-channel business model for AGM serves in order to take full advantage of market opportunities arising from changes in customer habits influenced by the development of the information society. The digital transformation of society and business is causing more and more disruptive innovations in business. That trend is extremely present in the publishing industry. The thesis describes the current business model in publishing house AGM d.o.o. regarding online promotional and sales channels within the "brick and click" model. The special emphasis of the research is on the consideration of further digitalization of the business model based on the application of the long tale sale. The concept of long tail sales does not refer to the online sale of physical copies of books, but to the digitization of the entire collection of books and implementation of content distribution in a digital form. The basic reasoning for the recommendation of future development model for AGM d.o.o. arises from the fact that the costs of production and dependent costs related to the procurement of physical products are significantly eliminated. Adoption of the mentioned model would significantly contribute to the improvement of efficiency and rationalization of operating costs and to the improvement of the competitive advantage of the publishing house AGM d.o.o.

• Keywords: poslovni model; „brick and click“; long-tail; nakladnička kuća AGM d.o.o.
• Keywords (english): business model; "brick and click"; long tail; publishing house AGM ltd.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:009127
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-09-16 18:36:53