Primjena umjetne inteligencije u strateškim odlukama hrvatskih izvoznih poduzeća

master's thesis

• Title (english): Artificial Intelligence in strategic decision making process of Croatian export companies
• Author: Petar Talijić
• Mentor: Mate Damić (mentor)
• Committee member: Ante Vuletić (predsjednik povjerenstva)
• Committee member: Domagoj Hruška (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2022-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Cilj ovog rada je utvrditi jesu li i na koji način hrvatska izvozna poduzeća integrirala ili planiraju integrirati umjetnu inteligenciju u donošenje svojih poslovnih odluka. Također, cilj je otkriti jesu li integracije tehnologija povezanih s umjetnom inteligencijom u poslovanje donijele očekivanu prednost nad konkurencijom. Navedena tema diplomskog rada je zanimljiva i aktualna, posebno uzevši u obzir da se u zadnjih nekoliko godina umjetna inteligencija razvija velikom brzinom i postaje neizbježna tema u strateškom odlučivanju. Pojedini znanstvenici tvrde da će umjetna inteligencija čovječanstvu donijeti napredak kakav su donijeli i parni stroj ili električna energija. Stručni doprinos ovog rada očituje se u boljem shvaćanju načina primjene umjetne inteligencije u strateškom odlučivanju s posebnim naglaskom na hrvatska izvozna poduzeća. Metodom studije slučaja analizirani su primjeri uspješnih integracija umjetne inteligencije u razvoju poduzeća. Korištena je literatura u vidu raznih knjiga, stručnih članaka, članaka na relevantnim ekonomskim portalima te internetskih stranica određenih poduzeća. Mnoga poduzeća već su se odlučila na primjenu umjetne inteligencije u svojim poslovanjima te su primijetila veliku korist od uvođenja novih tehnologija u svoje poslovanje. Međutim, izrazito je bitno izraditi kvalitetnu strategiju implementacije kako bi se maksimalno iskoristio potencijal novih tehnologija. Iako stručnjaci upozoravaju na nedostatke umjetne inteligencije u vidu zaštite podataka ili potencijalnih otkaza trenutnim zaposlenicima, prednosti implementacije višestruko nadilaze nedostatke i smatram da bi se sve više poduzeća trebalo okrenuti umjetnoj inteligenciji u svojem poslovanju.

Abstract (english)

A key goal of this paper is to establish if Croatian exporters have or plan to integrate artificial intelligence into the decision making process in their companies. Also, the goal is to clarify if companies that have integrated technologies based on artificial intelligence have benefited from it. The matter of this paper is very interesting and current, especially if we consider the big development of artificial intelligence in the last few years and that this topic has become unavoidable in strategic decision making. Some researchers claim that artificial intelligence will bring to humans similar advancements as the invention of the steam engine or electricity. The professional contribution of this paper is a better understanding of the potential usage of artificial intelligence in strategic decision making with an emphasis on Croatian exporters. Different examples of successful integrations of artificial intelligence were analyzed with case study method. The literature that was used in this paper were books, different professional articles, articles from relevant economic newspapers, and web pages of certain companies. Many companies are already using artificial intelligence and have many benefits from it. However, it is crucial to create a quality strategy of implementation so companies can take advantage of all the benefits that this technology is bringing. Although, many experts warn about the disadvantages of artificial intelligence, for example, bad data protection or potential layoff of current workers. The reality is that there are much more advantages of the implementation of artificial intelligence, and I think that many more companies should turn to artificial intelligence in their business.

• Keywords: umjetna inteligencije; digitalizacija; strateško odlučivanje
• Keywords (english): artificial intelligence; digitalization; strategic decision making
• Language: croatian
• URN:NBN: urn:nbn:hr:148:810727
• 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: Reformatted digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-09-20 11:47:53