Internacionalizacija maloprodajne mreže

master's thesis

• Title (english): Internationalization of retail network
• Author: Antonela Franić
• Mentor: Dario Dunković (mentor); MBZ: 251001
• Committee member: Dario Dunković (predsjednik povjerenstva)
• Committee member: Blaženka Knežević (član povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2021-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Aktualni trend u trgovini i maloprodaji je zasigurno internacionalizacija poslovanja. Trend internacionalizacije maloprodaje počinje još krajem 1980-ih te sve više dobiva zamaha. Svako poduzeće koje ima tendenciju rasta i razvoja nastoji internacionalizirati svoje poslovanje te tako postići konkurentsku prednost na međunarodnom tržištu. Prije internacionalizacije poslovanja, poduzeće treba analizirati koja je najbolja strategija izlaska na međunarodnom tržištu, ovisno o tome koliko su spremni uložiti i koliko žele riskirati. Empirijskim istraživanjem će se prikazati internacionalizacija poduzeća Kraš d.d. koje posluje na 40 i više međunarodnih tržišta. Cilj ovog rada je teorijskim putem definirati internacionalizaciju, na primjeru poduzeća prikazati proces te tako doprinijeti lakšem razumijevanju potrebe internacionalizacije maloprodaje koja želi ostvariti konkurentsku prednost.

Abstract (english)

The current trend in trade and retail is certainly the internationalization of business. The trend of internationalization of retail began in the late 1980s and is gaining momentum. Every company that has a tendency to grow and develop strives to internationalize its business and achieve a competitive advantage in the international market. Before internationalizing a business, a company needs to analyze what is the best strategy to enter the international market, depending on how much they are willing to invest and how much they want to take risks. Empirical research will show the internationalization of the company Kraš d.d. which operates in 40 and more international markets. The aim of this paper is to define internationalization in a theoretical way, to show the process on the example of a company and thus contribute to an easier understanding of the need for internationalization of retail that wants to achieve a competitive advantage.

• Keywords: internacionalizacija; maloprodaja; međunarodno poduzeće; Kraš
• Keywords (english): internationalization; retail; international company; Kraš
• Language: croatian
• URN:NBN: urn:nbn:hr:148:606684
• 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: 2021-09-22 18:15:08