Strategije internacionalizacije u kozmetičkoj industriji

master's thesis

• Title (english): Internationalization Strategies in the Cosmetics Industry
• Author: Antea Sušac
• Mentor: Mihaela Mikić (mentor)
• Committee member: Mladen Turuk (predsjednik povjerenstva)
• Committee member: Marko Kolaković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2022-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Razvojem znanosti te brojnim tehnološkim postignućima omogućeno je savladavanje prostornih i vremenskih barijera koje su u prošlosti otežavale globalne tokove robe, čime je ujedno poduzećima olakšan ulazak na strana tržišta. Kozmetička industrija sama po sebi predstavlja dinamičan segment trgovine koji kontinuirano raste, a navedene okolnosti su doprinijele povećanju konkurencije. Stoga je za očuvanje konkurentskih prednosti neophodno poznavanje i odabir odgovarajuće strategije internacionalizacije.
Predmet ovog rada je proces internacionalizacije u kozmetičkoj industriji kao jedan od najznačajnijih maloprodajnih trendova potreban za rast i razvoj poduzeća. Poduzećima su na raspolaganju sljedeće strategije internacionalizacije: direktan izvoz, internet, trgovačko posredništvo, strana licenca, franšiza, zajedničko ulaganje te osnivanje međunarodne podružnice. Nadalje, moguć je odabir jedne ili kombinacija više strategija ovisno o financijskom stanju i ciljevima poduzeća. Cilj diplomskog rada je istaknuti mogućnosti rasta, razvoja i očuvanja konkurentskih prednosti za poduzeća koje pruža proces internacionalizacije, ali ujedno i analizirati nedostatke koje sa sobom nosi pojedina strategija te u konačnici istražiti utjecaj implementacije navedenih strategija i odabrati najuspješnije strategije za kozmetičku industriju.

Abstract (english)

The development of science and numerous technological achievements made it possible to overcome spatial and temporal barriers that in the past hindered the global flow of goods, which also made it easier for companies to enter foreign markets. The cosmetic industry in itself represents a dynamic segment of trade that is continuously growing, and the aforementioned circumstances have contributed to increased competition. Therefore, in order to preserve competitive advantages, it is necessary to know and choose an appropriate internationalization strategy.
The subject of this paper is the process of internationalization in the cosmetics industry as one of the most significant retail trends necessary for the growth and development of the company. Companies have the following internationalization strategies at their disposal: direct export, Internet, trade brokerage, foreign license, franchise, joint venture and establishment of an international subsidiary. Furthermore, it is possible to choose one or a combination of several strategies depending on the company's financial situation and goals.
The aim of the thesis is to highlight the possibilities of growth, development and preservation of competitive advantages for companies provided by the process of internationalization, but at the same time to analyze the shortcomings that each strategy entails and ultimately to investigate the impact of the implementation of the aforementioned strategies and to select the most successful strategies for the cosmetics industry.

• Keywords: Internacionalizacija; kozmetička industrija; poslovne strategije
• Keywords (english): Internationalization; Cosmetics Industry; Business Strategies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:993083
• 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: 2022-09-29 16:18:43