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Omnichannel retailing is a modern form of retailing that involves the full integration of traditional and digital channels used in sales. The fundamental difference from multi-channel retail is that all sales channels are managed centrally. Today, consumers use different channels in interaction with a company, not accessing the channel, but always in it or in several channels at the same time, thanks to technology and mobility. Therefore, within omnichannel retail, consumers can choose the ways to be channeled and at what point, they can shorten the time needed to buy, find an affordable product easier, and easily get other customers reviews.

Using the available literature, the paper describes the behavior and characteristics of Generation Z. Generation behavior differs according to many characteristics and factors that influence their behavior. Generation Z has marked their lives with technology as an integral part of their lives. Young Generation Z can boast of the many abilities and benefits of living in modern technological life. It is clear that young people, using the Internet, especially social media, are used to "loving" different things, commenting on reality, assessing what they buy and use, where they spend time, etc.

Ponašanje potrošača je ključni element koji tvrtke koriste u odabiru tržišnih segmenata prema kojima će usmjeriti svoje aktivnosti te ponudu proizvoda i usluga. Na ponašanje potrošača u kupovnom procesu utječe veliki broj čimbenika te je za uspješnu prilagodbu željama i potrebama potrošača potrebno napraviti kvalitetnu segmentaciju tržišta. U segmentaciji tržišta najveću ulogu imaju upravo kupci prema kojima se orijentiraju strategije i aktivnosti poduzeća. Unatoč činjenici da se svaki potrošač razlikuje kao pojedinac, postoje sličnosti u ponašanju unutar jednog segmenta kupaca. Potrošači unutar jedne generacije kupaca imaju sličnije motive, potrebe, želje i sklonosti u kupovini od pripadnika drugih generacija. Ponašanje potrošača u kupovnom procesu se uvelike razlikuje između različitih generacija. Cilj ovoga rada je prikazati ponašanje generacije Y, takozvanih milenijalaca, u kupovini. Milenijalci su zahtijevan tržišni segment koji je odrastao u doba najveće tehnološke ekspanzije. Karakterizira ih visoka informiranost, potreba za drugačijim i inovativnim proizvodima i uslugama te točno znaju što u kupnji žele i kako do toga doći. Koristeći on-line anketni upitnik provedeno je istraživanje kupovnih navika segmenta Milenijalaca na području Splitsko-dalmatinske županije.

Strategic partnerships are today one of the fastest-growing trends in the world industry. Alliances are becoming more and more important and play an increasingly important role in the business of the participating companies but become an important factor in the global economy. One of the key elements for creating a strategic alliance is the choice of partners because the organization itself will depend to a large extent on it. For the quality of the relationship between the participants in the alliance, it is very important to balance the mutual contributions so that there will not be situations in which one of the participants can dominate the other. Strategic alliances have become attractive tools for bridging the gap in technology and resources. In more and more companies, especially in fast- changing industries, strategic alliances become an integral part of the main strategy. At present, strategic alliances are an important form of connectivity and collaboration between companies. Enterprises operate in a turbulent environment, oftenlacking enough resources, knowledge, or financial resources to only take certain business operations, so connecting with another enterprise imposes the optimal solution. An important notion of strategic alliances is synergy. By working together in the alliance, companies must achieve greater benefits and better results than they could alone. Otherwise, the alliance is not successful and strategic linking makes no sense. Strategic connectivity in Croatia is not sufficiently developed. The paper discusses the motives for joining strategic alliances. The focus is on the Croatian market and the importance of strategic alliances for the opening of the European market and the strengthening of the position in this area.

Higher education is any form of education offered at post-secondary institu-tions of education, which after the end of study programme award diplomas or another higher education qualification. A richer market offer of higher educa-tion is a result of raising awareness of the key role of education in building a society of knowledge and advances in new technologies, as well as the influence of globalization itself. New technologies have resulted in even bigger interna-tionalization and deregulation of higher education. The new centers of higher education are being created in the virtual world. The usual form of organiza-tion of higher education had to be physically available to the students in the form of big classrooms for lectures and exams. Due to technological advances, especially the internet, digital TV and mobile phones, higher online education has become a reality. E- learning or distance learning is the fastest growing trend in education. Moreover, technology is contributing to the idea of non- faculties entering the education sector, such as various vocational courses, training, etc. In a rich market offer, a client will choose the institution recognized by its successful brand. The paper will analyze the strategic thinking of the future of education, as well as the importance of recognizing the benefits of the education itself.

The paper analyzes the role of persons with disabilities in employers and the impact and role of persons with disabilities on the labor market. The main problem faced by people with disabilities is their low representation in the labor market and discrimination by both society and employers. It is worth pointing out the unemployment of persons with disabilities, which is several times higher than the average unemployment in society, which is often the result of prejudices themselves. A working man can show and prove that he is worthy and capable of working, learning and developing, earning a living wage and thus securing a livelihood. Persons who are capable and willing to work without being given the opportunity are greatly restricted and denied not only the right to work, but other fundamental human rights. The work helps us to achieve positively valued social roles, self-esteem, enables communication with the environment, contributes to creating a positive image of ourselves and our values and is a prerequisite for self-actualization. In line with the problem, research goals have been set that are aimed at supporting the marginalized group of people, that is, people who are particularly “vulnerable” in the labor market, inorder to recognize the need to create incentives and regulations within the system that would result in a better position and greater the inclusion of people with disabilities in society. This paper analyzes the data collected from the labor market questionnaire from different employers who have different legal form, size and number of persons employed in different markets. Basic statistical methods are used in data processing. The results of the research confirm the hypotheses. Social action that will result in the necessary changes and facilitate equal participation of persons with disabilities in all areas of social life should be encouraged.

Th is paper shows the role of motivation in human resource management. Human resources, their knowledge, skills, abilities are the key factor in successful business operations and the creation of the competitive advantage of each organization. Nowadays, one of the most important business functions of each organization is the management of human potentials and motivation and the perception that people are of the highest value to every organization. Manag-ers are a human resource link between people and organizations, and their function is to achieve an eff ective system of mutual satisfaction and fulfi ll the company’s established plans and goals. Communication between managers and employees is the key to understanding the wishes and plans of managers and the possibilities for achievement by the workers themselves.One of the most important tasks and factors of human resource management is motivating employees, encouraging employees to achieve their personal goals and the goals of the organization. A motivated employee is the most valuable part of each organization, and we will demonstrate the importance of motivation in human resource management in our work.

Electronic commerce (e-commerce) is a modern trade form, one represented with increased frequency both globally and within Croatia. When compared to the other Western countries, the role of e-commerce within Croatia is severely lacking, due to the ever-present traditional purchasing behaviour, founded on the need to physically examine the products before acquiring them. Overall, the degree of e-commerce has expanded for a number of industries, namely the ones dealing with electronics, automobiles, clothing, footwear, food, tourism and tourism-related products. Within the food industry, the delivery of goods to a particular home address is often carried out by the nearest distribution centre, which utilises its own means of transport. As an example of e-commerce, the service provided by Konzum is considered, showing that e-commerce activities require significant technological proficiency and expenditures, with an e-commerce prerequisite essentially being a well-developed inventory management system, so the employed automatization process tracks the expiration dates and stock quantities. Creating and maintaining this complex system presents a great challenge for businesses aiming to employ core e-commerce principles.

Invaliditet predstavlja razvojni proces koji nastaje kao rezultat međudjelovanja osoba s invaliditetom i prepreka koje proizlaze iz okoline, a koje onemogućuju njihovo ravnopravno sudjelovanje u društvu. Osoba s invaliditetom je svaka osoba koja ima dugotrajna tjelesna, mentalna, intelektualna ili osjetilna oštećenja koja u međudjelovanju s različitim preprekama mogu sprječavati njezino ravnopravno sudjelovanje u društvu. Danas je u svijetu oko 700 milijuna osoba s invaliditetom, stoga je ovdje riječ o „najbrojnijoj svjetskoj manjini“ koju posebice dotiče sve češća nezaposlenost. U radu se obrađuje pojmovna terminologija vezanu za osobe s invaliditetom te njihova oštećenja. Također se promatra hrvatska i europska zakonska regulativa o definiranju invalidnosti te podjela iste. Svrha rada je približiti pojam osoba s invaliditetom jer iako se mnogo koristi rijetko se u potpunosti razumije. Ključne riječi: invaliditet, osobe s invaliditetom, oštećenja

The underlying problem to be set up as the basis for writing this paper is reporting for the manager’s internal needs based on the BSC model.Companies, if they want to get a bank loan, a letter of credit, a framework credit, etc., are often subject to strict banking rules and procedures. Banks often base their judgment of a specific placement approval on financial indicators. Such a form of analysis shows exactly the events of the past period ; however, it does not show what the current state of the company is and what is to be expected in the future. That is precisely why the BSC model is needed to provide each department and each employee with an indicator of their performance. Only in this way can the bad performances be corrected and impacted on in order to lead the company to its set goals.The Balanced Scorecard model starts from defining the vision, mission and goals of the company. In accordance with these postulates, a strategy that leads the company to its set goals is defined. The advantage of the BSC model is in conveying visions, missions and goals to all employees in the company.Quality information system steers management in the direction of real problems. Partial problem monitoring often leads management into making poor decisions, which, in some situations, are unnecessary.

Changes in consumer patterns buying due to hectic life of accelerating changes in technology, social, economic, political background have pushed consumption to more convenient and easier store formats. Big boxes or European hypermarkets have become difficult for quick and ad hoc shopping that modern consumers’ needs. Furthermore from 2007 financial crises so far known weekly purchasing have diminished. The time for taking-off of small size convenient stores that meet the needs of today’s time-pressured shoppers has come. European retail markets are very familiar and have tradition of retail chains that only operate in format of convenient store. Convenient store is a specific format of store that has its inventory differences from traditionally grocery stores. The aim of this paper is to analyses the concept and strategy of convenient stores and the new modern approach of combining convenient stores as click and collect places for E-retail. Also we will try to answer why Croatian retail market is lacking of strong domestic retail chain representative and with analyzing recent professional and scientific literature to give guidelines for possible future changes.

Let Dennisa Tita na Međunarodnu svemirsku postaju (ISS) 28. travnja 2001. označio je početak razvoja svemirskog turizma. Do danas je izvršeno ukupno osam komercijalnih orbitalnih letova, a da kraja 2013. očekuje se i početak komercijalnih suborbitalnih letova. Upravo stoga, tijekom posljednjih petnaestak godina osnovan je cijeli niz kompanija koje svojim klijentima nude mogućnost orbitalnih i suborbitalnih letova te drugih aktivnosti u svemiru. Zahvaljujući ubrzanom tehnološkom razvoju svemirskih objekata kao i dosadašnjim ulaganjima u svemirski turizam možemo konstatirati da će svemirski turizam u bliskoj budućnosti nedvojbeno predstavljati jedan od najbrže rastućih oblika turizma. Međutim, upravo zbog specifične činjenice da se spomenute aktivnosti odvijaju na području koje se ne nalazi pod jurisdikcijom država potrebno je osigurati njegovo kvalitetno međunarodnopravno uređenje. Pa ipak, spomenute komercijalne aktivnosti privatnog sektora tek su djelomično uređene postojećim međunarodnim pravom, odnosno svemirskim pravom kao njegovom posebnom granom. Svrha ovog rada je izvršiti pregled dosadašnjeg međunarodnopravnog uređenja svemirskog turizma, detektirati njegove nedostatke, te predložiti daljnje pravce njegovog uređenja.

Ponašanje potrošačapri kupnji odnosi se na ponašanje kupnje krajnjeg potrošača.Mnogi čimbenici, specifičnostii karakteristike utječuna pojedinca i na njegovu odluku o kupovini, kao i navikama, ponašanju pri kupnji, markama proizvoda koju kupuje i sl. Ovdje se mogu istaknuti četiriskupine čimbenikakao što društveni, osobni, kulturni i psihološki čimbenici. Odluka o kupnji rezultat je svakog od ovih čimbenika. Prepoznavanjem i razumijevanjem čimbenikakoji utječuna kupce trgovci razvijaju strategije, marketinške poruke i odgovarajuće kampanje u skladu s potrebama i načinima razmišljanja njihovih potrošača te na taj način povećavajuprodaju. Čimbeniciponašanja potrošačavrlo su usko vezani uz psihološke procese kao i individualne karakteristike svakog pojedinog potrošača.Dakle, niz je procesa koji utječu na ponašanje potrošačai na donošenje odluke o kupnji., Consumer buying behavior refers to the buying behavior of the end consumer. Many factors, specifics and characteristics influence the individual and his purchase decision, as well as habits, purchasing behavior, product brand he buys, etc. Four groups of factors such as social, personal, cultural and psychological factors can be highlighted here. The purchase decision is the result of each of these factors. By recognizing and understanding the factors that influence customers, marketers develop strategies, marketing messages and advertising campaigns in accordance with the needs and mindsets of their consumers, thereby increasing sales. Factors of consumer behavior are closely related to psychological processes as well as individual characteristics of each individual consumer. So, there are a number of processes that influence consumer behavior and making a purchase decision.

Ovaj završni rad govori o čimbenicima koji utječu na odabir ugostiteljskih objekata generacije Milenijalaca i Zoomersa, tj. generacija Y i Z. Te dvije generacije predstavljaju značajan segment tržišta ugostiteljstva te predstavljaju generacije s najviše pripadnika do sada. Kako bi ugostiteljski objekti privukli, ali i zadržali pripadnike ovih dviju generacija, potrebno je da razumiju njihove želje i potrebe. U istraživanju, koje je provedeno putem anketnog upitnika, analiziraju se ključni čimbenici kao što su utjecaj okoline, lokacija samog objekta, kvaliteta usluge, kvaliteta pića cijena i slično. Metodologija istraživanja uključuje anketiranje uzorka iz obje generacije, prikupljanje i analizu podataka ten a samom kraju donošenje zaključaka o najutjecajnijim čimbenicima. Rezultati ovog anketnog upitnika mogu pripomoći ugostiteljima grada Splita i okolice jer je istraživanje provedeno na tom području. Istraživanje im može pomoći da prilagode svoje strategije i stvore privlačne ponude za svoje ciljane skupine., This final paper talks about the factors that influence the choice of catering establishments of the Millennials and Zoomers generation, i.e., generations Y and Z. These two generations represent a significant segment of the catering market and represent the generations with the most members so far. For catering establishments to attract and retain members of these two generations, they need to understand their wishes and needs. The research, which was conducted through a questionnaire, analyzes key factors such as the influence of the environment, the location of the facility itself, the quality of service, the quality of drinks, the price, and the like. The research methodology includes surveying a sample from both generations, collecting and analyzing data, and at the very end, drawing conclusions about the most influential factors. The results of this questionnaire can help restaurateurs in the city of Split and its surroundings, as the research was conducted in that area. Research can help them adjust their strategies and create attractive offers for their target groups.

U završnom radu objašnjava se uloga distribucije robe u trgovini na primjeru Heineken Hrvatska d.o.o.. U radu je jasno definiran i objašnjen pojam distribucije robe. Definirana je segmentacija distribucije te je pobliže opisan svaki njen dio. Praktični dio odnosi se na distribuciju robe i usluga u Heineken Hrvatska d.o.o. Najprije je objašnjena sama djelatnost u Heineken Hrvatska d.o.o, a nakon toga i Heineken grupa na globalnoj razini. Detaljno je prikazana distribucija robe u Heineken Hrvatska. Objašnjena je segmentacija distribucije robe i usluga u Heineken Hrvatska, te je svaki segment posebno objašnjen. Prikazane su odgovornosti Heineken Hrvatska i odgovornosti pružatelja usluga u primarnoj i sekundarnoj distribuciji. Također su prikazani i sigurnosti standardi koje provodi Heineken Hrvatska., In this paper, the role of distribution of goods in the trade is explained using the case of Heineken Hrvatska d.o.o.. The term distribution of goods will be clearly defined and explained. The distribution segmentation is defined and each part of it is described in detail. The practical part refers to the distribution of goods and services in Heineken Hrvatska d.o.o. First, the activity itself in Heineken Hrvatska d.o.o. is explained, and then the Heineken as group on a global level. Distribution of goods in Heineken Hrvatska are explained to details. The segmentation of the distribution of goods and services in Heineken Hrvatska is explained, and each segment is explained separately. The responsibilities of Heineken Croatia and the responsibilities of service providers in primary and secondary distribution are presented. The safety standards implemented by Heineken Hrvatska are also presented.

Tržište prodaje je pod svakodnevnim utjecajem pojave novih tehnologija i trendova. Kako bi se trgovci tome što bolje prilagodili potrebno je da prouče ponašanje potrošača te da im udovolje svojom ponudom proizvoda. Razvojem novih tehnologija te sve većim utjecajem interneta na život pojedinca, potrošači su se okrenuli alternativnim procesima kupovine. U ovome radu opisivati će se koji su to procesi, iz čega oni proizlaze te kakav utjecaj imaju na potrošače i trgovce. Za potrebe ovog završnog rada provedena je Google Forms anketa čiji su rezultati dokazali očekivane tvrdnje te će se oni analizirati na kraju rada., The sales market is under the daily influence of the emergence of new technologies and trends. In order for retailers to better adapt to this, it is necessary to study the behavior of consumers and to satisfy them with their product offer. With the development of new technologies and the growing influence of the Internet on the lives of individuals, consumers have turned to alternative purchase processes. This paper will describe what these processes are, what they result from, and what impact they have on consumers and retailers. For the purposes of this final paper, a Google Forms survey was conducted, the results of which proved the expected claims, and they will be analyzed at the end of the paper.

Trgovina je grana gospodarstva koja je značajno utjecala na globalni razvoj. Konstantne promjene na tržištu i industrijalizacija utjecale su na razvoj moderne trgovine i novih pristupa trgovini. Dropshipping predstavlja novi model poslovanja koji donosi drugačiji pristup tržištu od tradicionalne trgovine. Dropshipping se bavi prodajom robe ili usluga dobavljača putem interneta služeći se jedinstvenim tehnikama i strategijama u digitalnoj trgovini. Opskrbni lanac ovog modela funkcionira tako da prodavač svoju robu direktno naručuje od dobavljača i prosljeđuje potrošačima. Trgovac u ovom modelu nema fizički doticaj s proizvodima. Teorijski dio rada prikazuje koristi koje ovaj model donosi prodavaču te utjecaj modela djeluje na svakodnevno poslovanje. Dok praktični dio rada prikazuje 3 studije slučaja uspješnih dropshipping modela poslovanja., Trade is a branch of the economy that has significantly influenced global development. Constant changes in the market and industrialization influenced the development of modern trade and new approaches to trade. Dropshipping is a new business model that brings a different approach to the market than traditional trade. Dropshipping deals with selling a supplier's goods or services online using unique techniques and strategies in digital commerce. The supply chain of this model works in such a way that the seller orders his goods directly from the supplier and forwards them to the consumers. The seller of this model has no physical contact with the products. The theoretical part of the paper shows benefits that this model brings to the seller and how the model affects everyday business. While the practical part of the work presents 3 case studies of successful dropshipping business models.

Obiteljsko poduzetništvo se smatra ključnim faktorom za razvoj gospodarstva. Glavna karakteristika poduzeća u vlasništvu obitelji je ta da njima upravlja jedan ili više članova obitelji. Danas obiteljska poduzeća imaju velik i jako bitan udio u zapošljavanju ljudi. Uzimajući u obzir važnost obiteljskih poduzeća, potrebno je stalno poticanje njihovog daljnjeg razvoja poslovanja. Najveći broj poduzeća u vlasništvu obitelji spada u sektor malih i srednjih poduzeća. Istraživanjem kroz pisanje završnog rada da se zaključiti kako je upravo nasljeđivanje najkritičnija faza obiteljskog poslovanja. Glavni cilj obiteljskog poduzeća je opstanak i širenje. Mnoga poduzeća ne dožive fazu prijenosa vlasništva, stoga je bitno pravovremeno i valjano reagiranje u izboru novog sposobnog menadžera. OPG Marčić je obiteljsko poduzeće koje se bavi sakupljanjem pčelinjeg otrova, proizvodnjom meda i pčelarskih proizvoda. OPG Marčić je primjer obiteljskog poduzeća koje je na vrijeme započelo proces tranzicije vlasništva i upravljanja obiteljskog poduzeća u cilju održivosti i razvoja poduzeća u budućnost., Family entrepreneurship is considered a key factor in economic development. The main feature of a family-owned business is that it is run by one or more family members. Today, family businesses have a large and very important share in employing people. Given the importance of family businesses, it is necessary to constantly encourage their further business development. The largest number of family-owned enterprises belongs to the small and medium-sized enterprise sector. Researching through writing the final paper to conclude that it is inheritance that is the most critical phase of a family business. The main goal of a family business is survival and expansion. Many companies do not experience the transfer of ownership phase, so timely and valid response is important in choosing a new capable manager. OPG Marčić is a family company that collects bee venom, produces honey and bee products. OPG Marčić is an example of a family business that started the process of transition of ownership and management of a family business in time in order to sustain and develop the company in the future.

Prodaja postoji od samog početka robne razmjene, ali su se principi postupno mijenjali. Suvremena prodaja naglašava poboljšanje produktivnosti potrošača kroz strategijsku prodajnu organizaciju koja približava suradnju sa marketingom u cilju dobitka većeg strateškog značenja unutar organizacije. Cilj suvremene prodaje je utvrditi povezanost između prodajne i marketinške funkcije te detaljnije poznavati perspektive prodajnih menadžera kada je riječ o definiranju prodajne strategije. Za suvremeni pristup prodaje, prodavaču je neophodno provesti istraživanje kako bi što uspješnije mogao utjecati na učinkovitost prodaje. Ujedno treba saznati u kojim područjima može uvesti pozitivne promjene npr. kako oblikovati radnu atmosferu prodajnog mjesta., Selling has been around for centuries, but the principles behind it have changed over time. The contemporary theory emphasizes improving customer productivity through strategic sales organizations that join together with marketing to achieve greater strategic importance in the organization. Contemporary sales have a goal to determine the connection between selling and marketing function as well as in more detail knowing the perspective of sales managers when it comes to defining sales strategy. For contemporary sales access, the seller must conduct research so he could as successful as possible influence sales efficiency. At the same time, a seller needs to find out in which areas he can bring in positive changes for example, how to shape the working atmosphere at the selling point.

Valorizacija turističkog prostora je postupak kvalitativne i kvantitativne procjene vrijednosti turističkih resursa, a ujedno i najvažnija faza u planiranju prostornog razvoja turizam, što je izuzetno važno kada je riječ o područjima koja nisu razvijena. Svrha ovog završnog rada je na temelju resursa Poljičke Republike prikazati mogućnosti i smjernice daljnjeg razvoja turizma i njegovih oblika. Turizam na prostoru Poljičke Republike zasnovan je na povijesnim legendama, temelj budućeg razvoja je storytelling, a uspjeti može ukoliko se u obzir uzmu svi resursi, a žitelji i institucije udruže snage. Ovim završnim radom potvrđena je početna teorija. Kroz rad su prikazani povijest i značaj prostora Poljičke Republike, prirodni i kulturni resursi, kao i moguće smjernice razvoja turizma te eventualni nedostatci., Valorization of tourist space is a procedure of qualitative and quantitative assessment of the value of tourist resources, and at the same time the most important phase in planning the spatial development of tourism, which is extremely important when it comes to areas that are not developed. The purpose of this final paper is based on the resources of the Republic of Poljica to present the possibilities and guidelines for further development of tourism and its forms. The territory of the Republic of Poljica has all the prerequisites for the development of tourism. Tourism in the Republic of Poljica is based on historical legends, the foundation of future development is storytelling, and it can succeed if all resources are taken into account, and residents and institutions join forces. This final paper confirms the initial theory. The paper presents the history and importance of the area of the Republic of Poljica, natural and cultural resources, as well as possible guidelines for tourism development and possible shortcomings.

Povećanjem populacije, lakšim i jeftinijim putovanjima te jednostavnošću dobivanja informacija preko interneta sve češće smo svjedoci prevelike potražnje za određenim turističkim lokacijama. Navedene lokacije često su nespremne u mnogim aspektima za toliko veliki broj turista, te intenzitet istih u pojedinim mjesecima. Nedugo nakon pojave masovnog turizma pojavljuje se i prekomjerni turizam, pojava koja iako donosi pozitivne ekonomske brojke, najčešće se spominje u negativnom kontekstu i povezuje uglavnom s negativnim učincima na turiste, turističku lokaciju i domaće stanovništvo. Pojam prekomjernog turizma još uvijek nije precizno definiran, ali bi se najbliže mogao definirati kao pojava učinka turizma na destinaciju ili njezine dijelove koji prekomjerno utječe na percipiranu kvalitetu života građana i kvalitetu doživljaja posjetitelja na negativan način. Temu prekomjernog turizma u ovom radu promatra se kroz aspekt 4 turističke destinacije, probleme s kojima se suočavaju te odluke i rješenja koje donose kako bi turizam za njih bio održiv. Osim samog nezadovoljstva za lokalno stanovništvo koje donosi za lokalno stanovništvo poput povećanja cijena, sezonalnosti, prenapučenosti, gužvi na cestama i po gradskim centrima, prekomjerni turizam donosi nezadovoljstvo i turistima jer ne mogu u potpunosti iskusiti ljepotu određene turističke atrakcije i time stvara negativnu sliku kod turista. Sve veće nezadovoljstvo koje donosi prekomjerni turizam za turističku lokaciju treba intenzivno promatrati i donositi odluke koje će umanjiti sve negativne efekte koje prekomjerni turizam donosi., With the increase in population, easier and cheaper travel and the ease of obtaining information over the Internet, we are increasingly witnessing an excessive demand for certain tourist locations. These locations are often unprepared in many aspects for such a large number of tourists and the intensity of the same in certain months. Shortly after the emergence of mass tourism, excessive tourism also appears, a phenomenon that, although it brings positive economic figures, is most often mentioned in a negative context and is associated mainly with negative effects on tourists, tourist location and local population. The concept of excessive tourism is not yet precisely defined, but could be most closely defined as the occurrence of the effect of tourism on the destination or its parts that excessively affects the perceived quality of life of citizens and the quality of visitors' experiences in a negative way. The topic of excessive tourism in this paper is observed through the aspect of 4 tourist destinations, the problems they face and the decisions and solutions they make to make tourism sustainable for them. Apart from the dissatisfaction for the local population that brings for the local population such as price increases, seasonality, overcrowding, traffic jams and urban centers, excessive tourism brings dissatisfaction to tourists because they can not fully experience the beauty of a particular tourist attraction and thus creates a negative image among tourists. The growing dissatisfaction brought by excessive tourism for a tourist location should be intensively observed and decisions made that will reduce all the negative effects that excessive tourism brings.

Za razliku od ranije, kada se hrana promatrala samo usputnim dijelom svakog putovanja, u novije vrijeme razvijen je poseban turistički oblik usmjeren isključivo na gastronomiju, a poznat je pod imenom '' gastro turizam''. Ljubitelji hrane, konzumacije tradicionalnih ili isprobavanja novih okusa često putuju na udaljena odredišta kako bi ostvarili nova iskustva i kroz gastronomiju upoznali nova mjesta. Na području Hrvatske gastro turizam je najistaknutiji u Istri. Riječ je o destinaciji koja sebe nastoji pozicionirati i brendirati kao jednu od svjetski poznatih gastro turističkih regija. Unutar ovog rada napravljeno je istraživanje stanja i stavova ponuditelja u gastro turizmu Istre. Rezultati ukazuju na visoku raz inu usmjerenosti ponude na lokalne specijalitete. Ponuditelji većinom mijenjaju svoju ponudu i prilagođavaju je tržišnim trendovima, no ipak postoji kritična masa onih koji smatraju kako promjene nije potrebno uvoditi, što dovodi u pitanje njihovo buduće poslovanje obzirom da je u današnjem, modernom svijetu prilagodba tržišnim zahtjevima imperativ. Ispitani stakeholderi svjesni su važnosti umrežavanja i zajedničkog rada na promicanju destinacije, a veliki napori se ulažu i u smanjenje sezonalnosti, fenomena koji ima negativne implikacije na turizam općenito i s kojim se većina destinacija bori., Unlike before, when food was observed only as a passing part of each trip, in recent times a special tourist form has been developed focused exclusively on gastronomy and it is known as "gastro tourism". Food lovers, consuming traditional or trying new flavors often travel to distant destinations to gain new experiences and get to know new places through gastronomy. In Croatia, gastro tourism is the most prominent in Istria. It is a destination that strives to position and brand itself as one of the world famous gastro tourist regions. Within this thesis, a survey of stakeholders attitudes about demand and trends in Istrian gastro tourism was made. The results indicate a high level of focus on local specialties. Stakeholders mostly change their offer and adapt it to market trends, but there is still a critical mass of those who believe that changes do not need to be introduced, which calls into question their future business given that in today's modern world, adapting to market requirements is imperative. The surveyed stakeholders are aware of the importance of networking and working together to promote the destination, and great efforts are being made to reduce seasonality, a phenomenon that has negative implications for tourism in general and which most destinatio ns struggle with.

Suvremena prodaja kombinira nove alate i tehnike, kao što je digitalna prodaja, zatim korištenje društvenih medija koje olakšavaju pronaći i povezati se s potencijalnim kupcima i postići moderan prodajni uspjeh. Suvremena prodaja počinje promjenom načina razmišljanja za prodavače, voditelje prodaje i rukovoditelje u području prodaje. U suvremenom pristupu prodaje prodavač vodi potencijalnog kupca u donošenju odluka o kupnji gdje je prodavač saveznik i savjetnik. Suvremeni prodavač trebao bi biti slušatelj više od govornika. Ponuda mora biti prilagođena potrebama kupaca. Pametan i dobro obučen prodajni tim prepoznaje razumijevanje ljudskih potreba te na taj način obavlja uspješnu prodaju. Suvremene tendencije u prodaji okrenute su intenzivnom korištenju digitalne tehnologije., Modern sales combine new tools and techniques, such as digital sales, then the use of social media that make it easier to find and connect with potential customers and achieve modern sales success. Modern sales begins with a change of mindset for salespeople, sales managers and sales executives. In the modern sales approach, the se ller guides the potential buyer in making purchase decisions where the seller is an ally and advisor. A modern salesperson should be a listener more than a speaker. The offer must be tailored to the needs of customers. A smart and well-trained sales team recognizes the understanding of human needs and thus performs successful sales. Contemporary sales trends are geared towards the intensive use of digital technology.

Korona virus je utjecao značajno na promjene kupovnih navika svih generacija pa tako i generacije Y. Potrošačke navike su se promijenile kao i promjene kupovnih navika na što je utjecao korona virus. Došlo je do ubrzavanja trendova u roku od samo nekoliko tjedana, kao i do značajnih promjena u načinu na koji ljudi žive, rade, a posebno kupuju. Potrošači su značajno smanjili svoju potrošnju i posjetu prodavaonicama, ali se značajno više kupuje putem interneta. Prema provedenom istraživanju može se vidjeti kako veliki broj ispitanika kupuje putem Interneta, plaća karticama, najčešće kupuju preko interneta odjeću i obuću., The corona virus significantly influenced changes in shopping habits of all generations, including generation Y. Consumer habits have changed as well as changes in shopping habits, which have been affected by the corona virus. There has been an acceleration of trends within just a few weeks, as well as significant changes in the way people live, work, and especially shop. consumers have significantly reduced their spending and store visits, but are buying significantly more online. According to the research, it can be seen that a large number of respondents buy online, pay with cards, most often buy clothes and shoes online.

Krizni menadžment ima važnu ulogu za upravljanje poduzećem u kriznim situacijama, a osnovni cilj kriznog menadžmenta je oformiti strategiju i donijeti odluku o njenom provođenju kako bi se poslovna kriza koja je zahvatila poduzeće neutralizirala. Važnost kriznog menadžmenta ogleda se u činjenici da o njegovom postupanju, strateškom donošenju odluka i strateškim planovima ovisi budućnost poduzeća. Slijedom navedenog bitno je istaknuti kako je krizni menadžment prvenstveno usmjeren na identificiranje poslovne krize, uzroka zbog kojeg je nastala krizna situacija i donošenje strateških odluka za suzbijanje iste. Postupanje kriznog menadžmenta u pravilu je usmjereno na brzinu i kvalitetu donošenja odluka. U takvoj situaciju se našao u koncern Agrokor 2017. godine, pa je predmet završnog rada usmjeren na analizu kriznog menadžmenta u koncernu Agrokor. Koncern Agrokor je do 2017. godine slovio za najjače dioničko društvo na području zapadne Europe. S obzirom da je Ivica Todorić, nekadašnji vlasnik Agrokora, 2017. godine pokrenuo postupak za izvanrednu upravu i podnio zahtjev za stečaj od kraja ožujka 2017. godine Agrokor je blokiran. Nakon što je Agrokor otišao u stečaj, utvrđen je izuzetno visok dug, a kao rezultat tog Vlada Republike Hrvatske oformila je stručni tim za izradu prijedloga Zakona o postupku izvanredne uprave po uzoru na talijanski model. Slom Agrokora ostavio je snažne posljedice na političko i ekonomsko stanje u državi. Crisis management has an important role to manage the company in crisis situations, and the main goal of crisis management is to formulate a strategy and make a decision on its implementation in order to neutralize the business crisis that has affected the company. The importance of crisis management is reflected in the fact that the future of the company depends on its actions, strategic decision-making and strategic plans. Following the above, it is important to point out that crisis management is primarily aimed at identifying the business crisis, the cause of the crisis situation and making strategic decisions to combat it. Crisis management actions are usually focused on the speed and quality of decision-making. He found himself in such a situation in the Agrokor concern in 2017, so the subject of the final paper is focused on the analysis of crisis management in the Agrokor concern. Until 2017, the Agrokor Group was considered the strongest joint stock company in Western Europe. Since Ivica Todorić, the former owner of Agrokor, initiated extraordinary administration proceedings in 2017 and filed for bankruptcy from the end of March 2017, Agrokor was blocked. After Agrokor went bankrupt, an extremely high debt was established, and as a result, the Government of the Republic of Croatia formed an expert team to draft a proposal for the Law on the Procedure of Extraordinary Administration based on the Italian model. The collapse of Agrokor left strong consequences on the political and economic situation in the country.

Društvena mreža predstavlja skupinu korisnika koji imaju zajedničke interese a na određenom internetskom servisu aktivno komuniciraju i stvaraju virtualne zajednice. Izvan digitalnog okruženja, društvena mreža je sociološka struktura koja opisuje međusobne odnose između pojedinaca. Danas najpopularnije društvene mreže su Facebook, Youtube, Instagram, TikTok, Snapchat, Twitter, Reddit, Pinterest i LinkedIn koje svake godine ostvaruju rast broja korisnika. Društvene mreže sa sobom donose i novu mogućnost oglašavanja koje svako ozbiljno poduzeće mora uzeti u obzir prilikom kreiranja marketinške kampanje kako bi maksimiziralo svoj poslovni uspjeh. U stalno promjenjivom poslovnom okruženju poduzeća trebaju uložiti velik trud kako bi se što bolje prilagodila novonastalim trendovima i željama korisnika. O tome kako funkcionira oglašavanje putem društvenih mreža detaljno je analizirano u radu. U praktičnom dijelu rada analizirano je oglašavanje tvrtke Podravka na društvenim mrežama. Podravka je primjer Hrvatske tvrtke koja uspješno koristi ovu vrstu marketinga za povećanje profita i rast tvrtke., Social media represents a group of people with similair interests who are using Internet services for active communication and to create virtual communities. Outside of the digital environment, social media is a sociological structure which describes mutual relationships between individuals. Today the most popular social media sites are: Facebook, Youtube, TikTok, Snapchat, Twitter, Reddit, Pinterest and LinkedIn and each year they have increased number of users. Social media brings a new way of advertising which is something every serious company should take in to considaration when creating marketing campaign in order to maximize their business success. In rapidly changing business enviroment companies have to work hard to make the best adjustments and adapt to new trends and user demand. Podravka is an example of Croatian company that successfully uses this type of marketing. In this thesis is explained in detail how social media advertising works.

Novi način življenja i poslovanja, ekonomija dijeljenja, polako zahvaća sve sektore i postaje način života. Ljudi dijele stambene prostore, automobile, traže i nude poslove na internetskim platformama, iznajmljuju različite stvari i sl. Ekonomija dijeljenja se oslanja na poduzetnički duh i kreativnost pojedinca te dozvoljava pojedincima da sami kreiraju sadržaj uz korištenje suvremene tehnologije koja je danas dostupna gotovo svima. Jedne od najpoznatijih tvrtki u ekonomiji dijeljenja, a koje su postale sinonim za isto i koje će biti predstavljene u radu, su Uber, Booking.com i Airbnb. Ekonomija dijeljenja je postavila potpuno nov način razmišljanja o poslovanju te uvelike promijenila tržište kakvo smo nekoć poznavali. Tržišni udio poduzeća koja posluju u sektoru ekonomije dijeljenja je sve veći i veći i projekcije su da će do 2025. godine omjer između sektora ekonomije dijeljenja i tradicionalnog sektora biti jednak. Navedeni brzi razvoj ekonomije dijeljenja ne iznenađuje, s obzirom na današnji način života i poslovanja i trendove. Kako je tema ovog rada ekonomija dijeljenja, odnosno „sharing economy“, isto će detaljnije biti predstavljeno u nastavku rada. A new way of living and doing business, the sharing economy, is slowly affecting all sectors and becoming a way of life. People share homes, cars, look for and offer jobs on internet platforms, rent different things, etc. Sharing economy counts on creativity and entrepreneurial spirit. It allows creating content by using modern technology available to almost everyone. One of the most famous companies in the sharing economy, which have become synonymous with the same and will be presented in the paper, are Uber, Booking.com and Airbnb. Sharing economy has set a whole new way of thinking about business and it has changed the market as we once knew. The market share of companies operating in the sharing economy sector is growing and increasing and it is projected that by 2025. the ratio between the sharing economy sector and the traditional sector will be equal. The aforementioned rapid development of the sharing economy is not surprising, given today’s way of life and business and trends. As the topic of this paper is the sharing economy, i.e. "sharing economy", the same will be presented in more detail below.

Poslovna kriza predstavlja u većini slučajeva iznenadni događaj koji ne najavljuje svoj dolazak, a njen odlazak ovisi o spremnosti i znanju ljudskog resursa unutar poduzeća u kojem se poslovna kriza pojavila. S poslovnom krizom se uglavnom povezuje negativan ishod, međutim, negativan ishod nije pravilo. Jasno da se organizacija suočava s problemima tokom krize, no iz nje se izvlače poučne informacije i može biti čak od koristi za organizaciju. Za uspješno rješavanje krizne situacije je bitan krizni menadžment koji zajedno s kriznom komunikacijom određuje daljnji put kojim organizacija ide te kako organizacija izgleda unutar svojih granica pa čak i u javnosti. U radu se baziralo na pojedine krizne situacije iz novijeg vremena s kojima se suočavala tvrtka „Promet Split d.o.o.“. 1990. godine je započeta nabavka novog broja autobusa koja je na kraju prerasla u najveću kriznu situaciju koja se čak reflektira na poslovanje tvrtke danas. U radu su osim teorijskog prikaza predstavljeni izvori, uzroci i posljedice kriznih situacija, kao i načini na koje se "Promet Split d.o.o." nosio s njom, te buduće moguće posljedice od svake pojedine krizne situacije. Činjenicama iz rada je zaključeno da se tvrtka „Promet Split d.o.o.“ u pojedinim kriznim situacijama mogla bolje postaviti, poglavito po pitanju situacije s nabavkom staničnih displeja te tužbe slovenske tvrtke „A-Cosmos“, međutim pošto se tokom svih kriznih situacija po nekoliko puta mijenjala uprava uspješno je sve iskordinirano te nije došlo do fatalnih posljedica, jer kao što je vidljivo tvrtka „Promet Split d.o.o.“ ipak dalje posluje. Business crisis is, in most cases, presented as a sudden event without announcement and its departure greatly depends on company's resources and knowledge. Business crisis is predominantly connected to negative outcomes. However, that is not always the case. It is clearly that organization will face problems during the crisis, but it can also be a learning experience for the company. In order to successfully manage a crisis, crisis management and crisis communication set the company's path and image within its boundaries and even in public. The paper is based on a recent case of a crisis situation in ‟Promet Split d.o.o.“ In 1990 the company began purchasing new busses. Soon after, the situation resulted in one of the largest business crises affecting even the current business. In this paper, except of theoretical framework, the sources, causes and consequences of crisis situations are also presented, as well as the ways in which ‟Promet Split d.o.o.“ has dealt with one. Possible future outcomes of individual crisis situations are also presented. From all facts in this paper, it is concluded that “Promet Split d.o.o.” could react better to certain crisis situations, like purchase of cell display and “A-Cosmos” accusation. However, during all crisis situations administration was changed several times, so crisis was successfully coordinated, and did not come to fatal consequences like bankruptcy, because it is evident that organization is still in business.

Menadžment se sastoji od pet funkcija od kojih je kadroviranje, odnosno upravljanje ljudskim potencijalima jedna od najvažnijih jer o njoj ovise ostale funkcije. Upravljanje ljudskim potencijalima je bitan dio svakog kolektiva. Upravljanje ljudskim potencijalima je posebna znanstvena disciplina menadžmenta, koja uključuje sve procese i aktivnosti koje imaju za cilj upravljanje ljudskim potencijalima neke organizacije. Područja upravljanja ljudskim potencijalima obuhvaćaju praktično sve aspekte odnosa sa zaposlenima u nekoj organizaciji. Planiranje kadrova je proces kojim se organizacijske strategije, poslovni planovi i ciljevi pretvaraju u procjene potrebne količine i kvalitete ljudi za njihovo uspješno provođenje, postizanje željene organizacijske uspješnosti i razvoja u budućnosti. Nakon planiranja provodi se regrutiranje, selekcija te obuka i razvoj zaposlenika. Motivacija zaposlenika je vrlo bitna za uspješnost svake organizacije jer ona uvelike utječe na uspješnost obavljanja radnih zadataka, poboljšanje radnog učinka zaposlenika, produktivnost i efikasnost. Dm je jedan od najvećih drogerijskih lanaca u srednjoj i jugoistočnoj Europi. U cijeloj Dm organizaciji unutar Hrvatske, ali i izvan nje, zaposlenici su ključni faktor poslovanja i funkcioniranja organizacije. Dm kontinuirano ulaže u obrazovanje i edukaciju radnika te stvara korektan odnos prema zaposlenicima. Osim plaće, koja je glavni motivator za rad, Dm potiče svoje zaposlenike i brojnim materijalnim i nematerijalnim kompenzacijama., Management consists of five functions of which Human Resource Management is one of the most important because the other functions depend on it. Human Resource Management is an essential part of every collective. Human Resources Management is a special discipline of management science that includes all the processes and activities that are designed to manage the human potential of an organization. Human Resource Management areas cover virtually all aspects of relationships with employees in an organization. Personnel planning is a process by which organizational strategies, business plans and goals are converted into estimates of the required amount and quality of people for their successful implementation, achieving desired organizational performance and development in the future. After planning, recruitment, selection and training and employee development are carried out. Employee motivation is very important to the success of each organization because it greatly affects the performance of work tasks, improving employee performance, productivity, and efficiency. Dm is one of the largest drug chains in Central and South-Eastern Europe. Throughout the Dm organization within and outside Croatia, employees are a key factor in the organization's operations and functioning. Dm continuously invests in education and training of employees and creates a fair relationship with employees. In addition to salary, which is the main motivator to work, Dm encourages its employees and numerous material and non-material compensations.

U završnome radu opisuju se čimbenici koji utječu na ponašanje potrošača. Postoje brojni čimbenici koji utječu na potrošačev izbor proizvoda, marke ili prodavaonice. Danas, u 21. stoljeću, tržište ponuđača je pretrpano brojnim proizvodima i uslugama te kupci plivaju u moru alternativa. Upravo zato, izrazito je bitno na koji način pristupiti kupcu i kako ga potaknuti na kupnju proizvoda te, na samom kraju, kako tog istog kupca i zadržati. Na početku rada opisuje se područje ponašanja potrošača i njihova obilježja, te pet glavnih koraka u procesu njihova istraživanja. Kasnije se objašnjavaju kulturalni, socijalni, osobni i psihološki čimbenici koji utječu na potrošača. Zatim je detaljno opisan proces donošenja odluka o kupnji i percipirani rizik. Na samom kraju se nalazi anketa o čimbenicima koji utječu na potrošače prilikom izbora proizvoda (marka, dizajn, izgled prodavaonice itd.)., In this final paper, the factors that influence the behavior of consumers are described. There are many factors that influence the consumer's choice of product, brand or store. Today, on the 21st century, the bidding market is overwhelmed by numerous product and service offers, resulting in buyers swimming in the sea of alternatives, which is why it is extremely important to know how to aproach the customer, encourage them to buy the product and, at the very end, to keep that same customer. At the beginning of the paper, the area of consumer behavior and their features is described, and the main five steps in the consumer research process. Later on, the cultural, social, personal and psychological factors that affect the consumer are explained. Later, the process of making a purchase and perceived risk are described thoroughly. Lastly there is a survey of factors that affect consumers when choosing a product (brand, design, store appearance etc.).

Moda je dio svakodnevnog života čovjeka. Definrana je stilom ili stilovima odjeće i dodataka odjeći koju nosi čovjek ili skupina ljudi u određenom trenutnku. Modna industrija je danas jedan veliki posao, a vrijednost modnog tržišta je vrlo velika. Sve proizvedene modne proizvode je potrebno i prodati, a navedeno se obavlja putem maloprodajnih trgovina. Pojedini proizvođači, kao što je TWINSET, modne proizvode prodaju putem svojih vlastitih maloprodajnih trgovina, dok se neke druge kompanije, kao što je „Fashion & Friends“ bave prodajom modnih proizvoda drugih proizvođača kroz svoje maloprodajne trgovine, a predmet i cilj ovog rada je analiza mode i modne industrije u trgovini na malo., Fashion is part of the everyday life of man. It is defined by the style or styles of clothing and accessories worn by a man or group of people at a particular moment. Fashion industry is a big business today, and the value of the fashion market is very large. All produced fashion goods are required to be sold, and these are done through retail stores. Some manufacturers such as TWINSET sell fashion products through their own retail stores, while some other companies, such as Fashion & Friends, are engaged in the sale of fashion goods of other manufacturers through their retail stores. The subject and purpose of this paper is an analysis of fashion and fashion industry in retail trade.