Analiza krize u poduzeću kao posljedica skandala sponzoriranih sportaša

master's thesis

• Title (english): Analysis of the crisis in the company as a result of the scandal of sponsored athletes
• Author: Lina Parašilovac
• Mentor: Davor Labaš (mentor)
• Committee member: Martina Sopta (predsjednik povjerenstva)
• Committee member: Mihaela Mikić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2021-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Danas konkurencija rapidno raste te je, za postizanje iznadprosječnih rezultata, potrebno uložiti
u marketing. Sve veća pozornost pada na digitalni marketing te na oglašavanja na društvenim
mrežama. Najbolja reklama danas su ljudi koji imaju utjecaj na širu publiku te tako prenose
svoje stavove o određenim proizvodima i nameću trendove i mišljenja. Ljudi se nerijetko
povode za svojim idolima, a za poduzeće nema boljeg ulaganja u marketing od sponzoriranja
osoba koju vole široke mase. Ipak, takav način oglašavanja za sobom vuče određene rizike kako
su te osobe pod posebnim povećalom javnosti pa su i u privatnom životu dužni ponašati se u
skladu s načelima poduzeća koje zastupaju. Što se dogodi kada ispadnu iz okvira na koji su
pristali te kako to utječe na poduzeće i kako se poduzeće nakon toga snalazi i što ako dođe do
krize.

Kriza je prirodan dio životnog ciklusa svakog poduzeća te kada do iste dođe, primjerice zbog
narušene reputacije brand ambasadora, poduzeće mora biti spremno. Iznimno je važna
pravovremena i odlučna reakcija istupanja u javnost. Od velike je važnosti pri tome paziti na
način komuniciranja, na adekvatno obraćanje javnosti i minimiziranje nastale štete.

U radu se analizira kako su se određene situacije navedenih poslovnih kriza odvile i riješile te
koje su poželjne, a koje nepoželjne karakteristike pri odabiru brend ambasadora.

Abstract (english)

Today, the competition is growing rapidly, to achieve above-average results it is necessary to
introduce into marketing. Increasing attention is paid to digital marketing and advertising on
social networks. The best advertisements today are people who have an impact on a wider au-
dience by conveying their views on certain products and naming trends and opinions. People
are often occasions for their idols, and for a company they have no better investment in marke-
ting than sponsoring a person loved by the masses. However, this way of advertising entails
certain risks as these persons under a special magnifying glass of the public and even in private
life are obliged to behave in accordance with the principles of the companies they represent.
What happens when they fall out of the framework they have agreed to how it affects the com-
pany and how the company copes afterwards and what if a crisis occurs.

The crisis is natural part of the life cycle of every company when you come, for example beca-
use of the damaged reputation of the brand ambassador, the company must be ready. The timely
and decisive reaction of public appearances is extremely important. It is very important to pay
attention to the way of communication, to adequately address the public and minimize the da-
mage.

The paper analyzes how certain situations of these business crises took place and resolved those
that are desirable and which are undesirable characteristics when choosing a brand ambassador.

• Keywords: sponzorstvo sportaša; društvene mreže; mediji; brend ambasador; krizno komuniciranje; poslovna kriza
• Keywords (english): athlete sponsorship; social networks; media; brand ambassador; crisis communication; business crisis
• Language: croatian
• URN:NBN: urn:nbn:hr:148:902409
• 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: 2022-03-25 12:10:08