Primjena marketinških aktivnosti u prevoditeljskoj djelatnosti

professional thesis

• Title (english): Use of marketing activities in translation industry
• Author: Ana Treger
• Mentor: Miroslav Mandić (mentor)
• Committee member: Tihomir Vranešević (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-10-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Poslijediplomski specijalistički rad obrađuje temu upotrebe marketinških aktivnosti kojima se prevoditelji (samostalni, obrti, poduzeća) koriste kako bi se pozicionirali na tržištu. Cilj rada bio je provesti izviđajno i opisno istraživanje dubinskim intervjuima kojim bi se utvrdila najbolja praksa korištenja marketinških aktivnosti u prevoditeljskoj djelatnosti s posebnim osvrtom na mala i srednja poduzeća. Unaprijed određeni ciljevi ovog rada su dostignuti, te je analiza provedena na deset ispitanika. Rezultati istraživanja ukazuju na važnost provedbe marketinških aktivnosti u prevoditeljskoj djelatnosti, te pokazuju najznačajniju uspješnost upotrebe strategije umrežavanja kao marketinškog alata. Ukazuju na nužnost ulaganja u nove tehnologije i širenje znanja voditelja poslovanja/direktora/prevoditelja kako bi se istaknuli na tržištu. U radu se daje pregled trenutnog stanja malih i srednjih poduzeća prevoditeljske djelatnosti u Republici Hrvatskoj, te ukazuje na samo tržište koje je nužno regulirati kako porezno tako i pravno reguliranjem struke (Pravilnik o sudskim tumačima). Istraživanje je utvrdilo da su marketinške aktivnosti itekako važne za uspjeh i rast poduzeća, no i da za takve aktivnosti mali i srednji poduzetnici/samostalni prevoditelji često nemaju resursa, kako financijskih, tako i ljudskih ili vremenskih.

Abstract (english)

The postgraduate specialist thesis covers the topic of the use of marketing activities that translators (self-employed, trades crafts, companies) use to position themselves on the market. The goal of the thesis was to conduct a reconnaissance and descriptive research with in-depth interviews to determine the best practice of using marketing activities in the translation industry, with special reference to small and medium-sized enterprises. The predetermined goals of this thesis were achieved, and the analysis was performed on ten subjects. The results of the research indicate the importance of implementing marketing activities in the translation industry and show the most significant success of using the networking strategy as a marketing tool. They indicate the necessity of investing in new technologies and expanding the knowledge of business managers/directors/translators in order to stand out on the market. The paper provides an overview of the current state of small and medium-sized translation companies in the Republic of Croatia, and points to the market itself, which must be regulated both tax-wise and legally by regulating the profession (Ordinance on Permanent Court Interpreters). The research established that marketing activities are of high importance for the success and growth of companies, but also that small and medium-sized entrepreneurs/self-employed translators often do not have the financial, human or time resources for such activities.

• Keywords: marketing MSP-a; marketinške aktivnosti; prevoditeljska djelatnost; sudski tumači; prevoditelji
• Keywords (english): SME marketing; marketing activities; translation industry; court interpreters; translators
• Language: croatian
• URN:NBN: urn:nbn:hr:148:049821
• Study programme: Title: Business Administration- MBA; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/specijalistica poslovnog upravljanja-MBA (sveučilišni/a specijalist/specijalistica poslovnog upravljanja-MBA)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-10-19 10:05:32