SPECIFIČNOSTI NAGRAĐIVANJA PRODAJNIH PREDSTAVNIKA U MALIM PODUZEĆIMA

master's thesis

• Title (english): SPECIFICS OF REWARDING SALES PERSONS IN SMALL ENTERPRISES
• Author: Anja Božić Juras
• Mentor: Ivana Načinović Braje (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2021-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Nagrađivanje prodajnih predstavnika od iznimne je važnosti za njihovu motivaciju. Veća motivacija prodajnih predstavnika vodi ka njihovim boljim uspjesima i postignućima što u konačnici dovodi do važnosti nagrađivanja prodajnih predstavnika za poduzeće. Poduzećima čija je osnovna djelatnost trgovina te tu djelatnost obavlja kroz osobnu prodaju posredovanjem prodajnih predstavnika, ključan alatu za postizanje željenih ciljeva jest sustav nagrađivanja. Kroz rad cilj je istražiti sustave nagrađivanja prodajnih predstavnika s naglaskom na mala poduzeća s obzirom na njihovu veliku ulogu i važnost za gospodarstvo Republike Hrvatske.
U okviru teorijskog djela rada, u svrhu definiranja ključnih pojmova, objašnjava se pojam malih poduzeća u Republici Hrvatskoj kroz kriterije za klasifikaciju poduzeća, njihova važnost s obzirom da u ukupnom broju aktivnih poduzeća na području Republike Hrvatske mikro i mala poduzeća zauzimaju preko 98%. Objašnjava se i definira specifičan oblik prodaje - osobna prodaja te uloge i zadaci prodajnih predstavnika kao i njihova uloga u poduzeću koje predstavljaju. Ključni cilj rada je istražiti sustave nagrađivanja prodajnih predstavnika u malim poduzećima. Prikazuju se načini oblikovanja sustava nagrađivanja, specifičnosti u oblikovanju sustava nagrađivanja za prodajne predstavnika, vrste materijalnih i nematerijalnih oblika nagrada. Detaljno se razmatra i definira prodajna norma kao specifičan cilj koji se postavlja pred prodajne predstavnike, načini oblikovanja i postavljanja takvih normi. Prikazani su načini ocjenjivanja radne uspješnosti prodajnih predstavnika, kontrole i mjerenja koja poduzeća provode u svrhu zaključne ocjene uspješnosti i obračuna nagrada.
Istraživački dio rada bavi se sagledavanjem sustava nagrađivanja prodajnih predstavnika u malim poduzećima s dva stajališta. Prvo se prikazuju stavovi i mišljenja rukovodećih osoba u poduzeću, a koje predstavljaju stajalište poduzeća. Prikazani su rezultati dobiveni provedbom primarnog istraživanja provedenog sa svrhom proučavanja načina oblikovanja i funkcioniranja sustava nagrađivanja prodajnih predstavnika u malim poduzećima. Druga strana istraživačkog dijela rada odnosi se na prikupljene informacije od strane prodajnih predstavnika u malim poduzećima koje se analiziraju sa svrhom ispitivanja njihovih stavova prema sustavima nagrađivanja koji se primjenjuju u praksi te njihova zadovoljstva s tim sustavima.

Abstract (english)

Rewarding sales persons is of extreme importance for their motivation. Greater motivation of sales representatives leads to their better successes and achievements, which ultimately leads to the importance of rewarding sales representatives for the company. For companies whose main activity is trade and which performs this activity through personal sales through intermediation of sales representatives, the key tool for achieving the desired goals is the reward system. Through the thesis the goal is to explore the systems of rewarding the sales representatives with an emphasis on small enterprises because of their great role and importance for the economy of the Republic of Croatia.
Within the theoretical part of the thesis, in order to define key terms, the term small enterprises in the Republic of Croatia is explained through the criteria for classification of enterprises, their importance considering that in total number of active enterprises in the Republic of Croatia micro and small enterprises occupy over 98%. The specific form of sales is explained and defined - personal sales and the roles and tasks of sales representatives as well as their role in the company they represent. The key objective of this thesis is to explore the systems of rewarding sales representatives in small enterprises. The ways of designing the reward system, the specifics of designing the reward system for sales representatives, the types of tangible and intangible forms of rewards are presented. In detail is considered and defined the sales norm as a specific goal that is set for the sales representatives, ways of designing and setting such norms. The methods of evaluating the work performance of sales representatives, control and measurement performed by companies for the purpose of final performance evaluation and calculation of awards are presented.
The research part of the thesis deals with the considerations of reward system for sales representatives in small companies from two points of view. First, the views and opinions of managers in the company are presented, which represent the position of the company. The results obtained by conducting primary research conducted with the purpose of studying the design and functioning of the system of rewarding sales representatives in small enterprises are presented. The other side of the research part of the thesis refers to the information collected by sales representatives in small enterprises, which is analyzed in order to examine their attitudes towards the rewarding systems applied in practice and their satisfaction with these systems.

• Keywords: Sustavi nagrađivanja; prodajni predstavnici; prodajno osoblje; prodavači; osobna prodaja; mala poduzeća; prodajna norma; ocjenjivanje radne uspješnosti
• Keywords (english): Rewarding systems; sales representatives; sales staff; salespeople; personal sales; small enterprises; sales norm; performance appraisal
• Language: croatian
• URN:NBN: urn:nbn:hr:148:901058
• 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: 2021-10-01 14:54:34