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Pandemija COVID-19 uzrokovala je duboke društvene i gospodarske promjene, te je dovela do korijenitih promjena organizacijske kulture u brojnim svjetskim kompanijama, pri čemu su u fokus postavljeni zaposlenici kao središnji, najznačajniji resurs konkurentnosti i organizacijskog uspjeha. Spomenute promjene duboko zadiru u samu suštinu suvremene organizacije, radne etike, kao i svrhe odvijanja rada i radnih procesa, što otvara brojna nova područja i diskurse, kako u znanstvenoj teoriji, tako i u menadžerskoj praksi. Cilj ovog rada je preispitati – testirati tezu da je pandemija COVID-19 uzrokovala promjenu paradigme upravljanja ljudskim resursima i vodstva općenito kroz postupnu afirmaciju tzv. employees-first koncepta. Kroz metodu višestruke studije slučaja autori analiziraju 15 strukturiranih intervjua menadžera uspješnih svjetskih kompanija, dostupnih u sekundarnim izvorima (CNN Business). Na temelju provedene analize autori u radu zaključuju da, temeljem Kuhnovog ciklusa promjene paradigme, danas svjedočimo novoj HRM paradigmi koja se zbila pod snažnim utjecajem pandemije COVID-19. Novu paradigmu HRM-a obilježavaju novi modeli rada i radne performanse, ali i novo sagledavanje smisla i svrhe ljudskog rada u organizaciji, kao i novo poimanje suvremenog vodstva., The COVID-19 pandemic caused profound social and economic changes, and led to radical changes in organizational culture in numerous global companies, whereby employees were placed in focus as the central, most significant resource of competitiveness and organizational success. The mentioned changes penetrate deeply into the very essence of contemporary organization, work ethics, as well as the purpose of work and work processes, which opens numerous new areas and discourses, both in scientific theory and in managerial practice. The aim of this work is to review - test the thesis that The COVID-19 pandemic caused a paradigm shift in human resource management and leadership in general through the gradual affirmation of the so-called employees-first concept. Through the method of multiple case studies, the authors analyze 15 structured interviews of managers of successful global companies, available in secondary sources (CNN Business). Based on the analysis carried out, the authors conclude in the paper that, based on Kuhn’s paradigm change cycle, today we are witnessing a new HRM paradigm that took place under the strong influence of the COVID-19 pandemic.

This paper deals with the analysis of the determinants of unemployment for the Central- Eastern and South-Eastern (CSEE) European countries: Poland, Czech Republic, Slovakia, Hungary, Romania, Bulgaria and Croatia. The comprehensive analysis for the observed period from 2012 to 2020 provides important insights into the homogeneity of the determinants of unemployment and the efficiency of the CSEE labour markets. A panel analysis has been conducted by OLS-PCSE method for CSEE countries and an additional analysis for two CEE and SEE subsamples. Gross fixed capital formation, interest rate and active labour market policies had a statistically significant impact on CSEE panel level, which was confirmed by the analysis conducted on subsamples. Active labour market policies expenditures had a stronger impact on reducing unemployment compared to gross fixed capital formation. Only the interest rate had a positive statistical effect on unemployment. Macroeconomic and institutional variables had almost identical effects on unemployment and their labour markets reacted very similarly. ALMP had the strongest impact on unemployment trends of the observed groups of countries. Further increased expenditures in ALPM policies and their complementary with PLMP are needed in a manner to further enhance labour market efficiency.

Financial crises in 2008 and, a few years later, sovereign debt crises accelerated tighter integration of European financial market and more profound compliance of prudent regulation for all banking systems. The new post-crisis risk regulatory Basel III rules were transposed to EU regulation in the so-called “banking package” consisting of Capital Requirements Regulation (CRR) and the Capital Requirements Directive (CRD). The banking union for euro-area member states was developed as a foundation for uniformed application of the integrated framework and supranational supervision over the common market to avoid or, at least, minimize the cost of future crises. Concerning the recent Croatian accession to BU and planned close entrance to the euro area market, scheduled for January 2023, this article focuses on the current state of the banking union and the comparation of Croatian banking market indicators. Econometric analyses of banking sectors panel data of 19 euro-area member states for the period of 2014-2020 have been performed to analyse the impact of new risk capital requirements on the profitability of the euro area. Although the data show an overall decline in profitability ratios in the euro area in 2020, the research reveals a significant positive impact of capital strength on selected banking sector profitability ratios. The negative impact of T1 varies according to the measure of profitability used.

The European Union, through various assistance programs, seeks to improve the development of all its parts. The availability of funding from European funds aims to reduce regional disparities between EU member states, improve the living standards of citizens, living conditions and reduce poverty and wealth disparities. The overall impact of EU funds depends on the funding structure and absorption capacity of the country. The project of the European Union is unique and equally complex. Many former socialist countries, including Croatia, decided to join the EU because they felt they had more benefits than costs. One of the reasons for such thinking was the redistribution of wealth through EU funds. Although the funds are available, the money still needs to be focussed to develop projects quintessential for use of all possible resources. The task of the Republic of Croatia is to take advantage of the funds of the European Union. The aim of this paper is to determine how successfully the Republic of Croatia has used available funds, namely to show the allocation and use of withdrawn funds at the national and regional level, specifically by counties and to analyse the relationship between the withdrawal of the EU funds and county GDP.

The paper examines the degree of connection and the impact of negative demographic trends on the movement of unemployment rates in Central and Southeast Europe (CSEE countries) through correlation and regression analysis. The variable number of working population (15-64) as % of population was taken as an indicator of negative demographic trends. Negative demographic trends have a significant impact on the movement of unemployment rates for most of the observed CSEE countries (Czech, Hungary, Bulgaria and Romania), as indicated by statistically significant coefficients of correlation and regression analysis. Additional confirmation of the strength of the relationship of the observed variables are the high coefficients of determination. Effective demographic policies need to be established and implemented to prevent negative demographic trends in the future. Due to the declining number of working population, it will also be necessary to increase the labour force participation rate through active labour market measures. This is especially true for those who are long-term unemployed. It would increase the supply of labour that will meet the demand for the necessary professionals. The results of the research indicate the need to include demographic factors when studying the determinants of unemployment in European countries, given that all countries face negative demographic trends that can have a significant impact on reducing the unemployment rate.

This paper presents the effects of COVID-19 on the introduction of the euro in the Republic of Croatia, i.e. the effects on the nominal convergence criteria, which are a prerequisite for Croatia’s entry into the monetary union. The analysis covers the period from 2019, before the start of the COVID-19 pandemic, until the mid of 2021 when the corona pandemic is still existent and has a significant impact on the trends in the economy. In fact, the aim of this paper is to collect the data prior to the start of the pandemic and compare them with the data from 2020, as well as the last available data from 2021 for the purpose of observing the changes in the already achieved values of the convergence criteria in this period. As a result, it will be defined where the Republic of Croatia is in terms of the introduction of the euro in relation to the pre-crisis period. The Republic of Croatia has taken the first step towards the introduction of the euro, as it has joined the European exchange rate mechanism ERM II. It is important to maintain macroeconomic stability where structural reforms and fiscal policy will play a key role. The biggest problem could be meeting fiscal criteria. However, there is still uncertainty due to the pandemic, which according to the results of the analysis in 2020 led to a deterioration of fiscal criteria that were beyond the limits of nominal convergence even in the pre-crisis period. Therefore, it is necessary to conduct economic policy in order to meet the criteria of convergence and reduce the vulnerability of the economy.

The services sector is a key factor in the modern economy, where the area of marketing and branding is still not sufficiently researched. In modern “dream society”, the brand is a means of trying to “sell the fulfilment of dreams” through emotional stories that affect the feelings and reason of the client, with the aim of gaining client loyalty. The concept of 7P marketing mix of services is the backbone for the differentiation of a service company, where the brand is extremely important because it is a source of competitive advantages. Elements of brand identity provide tangibility to the service and influence consumer awareness through the creation of unique and strong associations and feelings towards the service brand. The aim of this paper is to describe and highlight the specifics of modern service branding. Selected global brands from the service sector were analysed for additional 3P elements of the marketing mix (people, physical evidence and process) and also according to customer benefits. The analysis resulted in important insights into the key success factors of the analysed brands.

We measured the economic activity and stock exchanges of Germany and Austria as developed countries, and compared it with Croatia, the newest EU country, in order to demonstrate the level and direction of economic integration and historical connections. Economic integration has been researched by ARCH models in which dependent variables are stock market indices and undependent variables main macroeconomic indicators. Traditionally, Croatia has been dependent on the German and Austrian economies, due to good economic and political connections in the past. The empirical findings obtained in application of ARCH method from 2000 to 2018 provide evidence of economic integration of Croatia with Germany and Austria, but in a somewhat lesser extent. Austria has strong economic connections with Germany, while the process of economic integration of the Republic of Croatia has not yet been completed. The slower economic integration of the Republic of Croatia demonstrates still insufficient economic development, the exigency to continue reforming and to achieve effective economic growth.

U radu se problematizira učinkovitost i održivost donedavne regionalne organizacije savjetovališta za zaštitu prava potrošača u Republici Hrvatskoj u kontekstu opravdanosti njenoga ukidanja od strane Ministarstva gospodarstva, poduzetništva i obrta. Rad uključuje i terensko istraživanje provedeno među aktivnim udrugama za zaštitu potrošača u Republici Hrvatskoj. Nastoji se odrediti sposobnost nekadašnje regionalne mreže savjetovališta za zaštitu prava potrošača u zadovoljavanju potreba najznačajnijega gospodarskoga segmenta − stanovništva Republike Hrvatske, odnosno potrošača – fizičkih osoba, kao preduvjeta za ravnopravnu tržišnu utakmicu s poslovnim subjektima. Analizira se financijska konstrukcija nacionalne, regionalne (područne) i lokalne razine sustava zaštite prava potrošača u Republici Hrvatskoj. Rezultati istraživanja upućuju na nedovoljnu učinkovitost i neodrživost donedavnog modela te se nude alternativna rješenja koja će na učinkovitiji način zadovoljiti potrebe stanovništva svake pojedine hrvatske regije, a time i cjelokupnog stanovništva Republike Hrvatske.

Ostvarivanje zahtjeva iz Hrvatskog kvalifikacijskog okvira (HKO) tijekom procesa studiranja podrazumijeva analizu i usklađivanje sadržaja nastavnih kolegija radi stjecanja ključnih kompetencija studenata koje će biti usklađene s potrebama tržišta rada. Svrha istraživanja ovog rada je ispitati do koje mjere i na koji način su zastupljeni studijski sadržaji na području upravljanja ljudskim resursima i tržišta rada te njihovoj povezanosti, na sveučilišnim studijima na polju ekonomije u Republici Hrvatskoj. Korištene su metode kritičke analize, studije slučaja, komparativne analize te rezultati istraživanja projekta ECONQUAL. Autori su došli do sljedećih rezultata istraživanja: vještina upravljanja ljudskim resursima jedna je od ključnih kompetencija koje traži tržište rada kada su u pitanju studiji ekonomije ; studijski programi ekonomije u pravilu uključuju studijske sadržaje iz područja upravljanja ljudskim resursima unutar zasebnog kolegija no pitanje upravljanja ljudskim resursima dotiče se i drugih, srodnih kolegija, posebno na području menadžmenta ; teorija o tržištu rada zastupljena je unutar različitih kolegija, no pitanje aktualizacije tržišta rada, sektorska analiza na tržištu rada i slična pitanja koja dovode u izravnu vezu situaciju na tržištu rada i strategije upravljanja ljudskim resursima u poduzećima nisu obuhvaćene standardnim ishodima učenja definiranima projektom ECONQUAL. To navodi autore na sljedeće implikacije: studijske programe na polju ekonomije treba aktualizirati, u većoj mjeri primjenjivati nove nastavne metode i druge inovacije u nastavnom procesu, u većoj mjeri međusobno povezivati nastavne sadržaje različitih kolegija, dinamizirati proces izmjena sadržaja studijskih programa. Kao ograničenja istraživanja autori ističu detaljniji prikaz dviju studija slučaja te ograničenje rada samo na pitanje sadržaja vezanih uz upravljanje ljudskim resursima i tržište rada.

Nezaposlenost se često puta uzima kao pokazatelj gospodarske situacije određene zemlje na koju utječu brojne makroekonomske, institucionalne i ostale varijable što ukazuje na njezinu kompleksnost. Analizirati nezaposlenost samo na temelju kretanja stopa nezaposlenosti nije u potpunosti ispravno iz razloga što smanjenje stope nezaposlenosti ne mora ukazivati na poboljšanje situacije na tržištu rada. Krajnji cilj smanjenja stope nezaposlenosti je u suštini poboljšanje situacije radne snage kao najvažnijeg proizvodnog resursa nove ekonomije. Efikasno tržište rada nastoji koristi rad kao proizvodni faktor na zadovoljstvo radne snage ali i gospodarstva u cijelini. Doktorska disertacija se bavi izučavanjem odrednica nezaposlenosti zemalja Srednje i Jugoistočne Europe za vremensko razdoblje od 2000. do 2015. godine. Putem panel regresijske analize vremenskih serija izučavaju se skupne odrednice nezaposlenosti zemalja Srednje Europe, Jugoistočne Europe te posebno zemalja Zapadnog Balkana kao dijela zemalja Jugoistočne Europe. Zemlje Srednje Europe čine razvijenije zemlje, zemlje Jugoistočne Europe slabije razvijene te zemlje Zapadnog Balkana najnerazvijenije zemlje. Također izučavaju se odrednice nezaposlenosti na razini svake pojedine zemlje te za razdoblje prije i za vrijeme velike svjetske gospodarske krize kako bi se uvidio njezin utjecaj na efikasnost promatranih tržišta rada. Postoje razlike u odrednicama nezaposlenosti skupine zemalja Srednje Europe i Jugoistočne Europe te unutar svake pojedine skupine s ozbirom na razlike u utjecajima makroekonomskih i institucionalnih faktora na nezaposlenost. Također, postoje razlike u odrednicama nezaposlenosti zemalja Srednje i Jugoistočne Europe prije i za vrijeme ekonomske krize započete 2008. godine. Unemployment is often taken as an indicator of the economic situation of a country, influenced by numerous macroeconomic, institutional and other variables, and denoting its complexity. Analysing unemployment solely on the basis of trends in unemployment rates is not entirely correct because the reduction of the unemployment rate may not indicate an improvement in the labour market situation. The ultimate goal of the unemployment rate reduction is essentially the improvement of the labour situation as the most important productive resource of the new economy. An efficient labour market strives to use labour as a productive factor to the satisfaction of the workforce and the economy in general. The doctoral dissertation deals with the study of unemployment determinants in the Central and South-eastern Europe countries for the period from 2000 to 2015. Common unemployment determinants of the countries of Central Europe, South-Eastern Europe and especially the Western Balkans as part of the countries of South-East Europe are studied through time series panel regression analysis. The countries of Central Europe represent developed countries, the countries of South-East Europe are less developed, and the countries of the Western Balkans are the least developed countries. The determinants of unemployment at the country level and for the period before and during the great global economic crisis are also studied to distinguish its impact on the efficiency of the observed labour markets. There are differences in the determinants of unemployment in the Central European and South-Eastern European countries and within each individual group considering the differences in the impact of macroeconomic and institutional factors on unemployment. Also, there are differences in the determinants of unemployment in Central and South-East Europe before and during the economic crisis that began in 2008.

The use of modern technologies affects all spheres of modern life. Social and economic life becomes impossible without fast, relevant, high-quality and timely information. More recent scientific discovers, as well, talk about new insights in the behavior of homo economicus, as individual who, it is revealed, in his decisions in economic behavior actually is not primarily motivated by utility, but the decision-making process including other mechanisms, except cognitive. However, even these cognitive processes occur in a specific way, such as using heuristics (shortcuts) in decision-making. Furthermore, "familiarity" of the product, emotions, risk assessment, etc., are relevant factors of the decision-making process in consumer behavior when deciding on a purchase. What new processes, new aspects and new challenges, these facts set on marketing? Is marketing, in these new circumstances, increasingly important in modern life? In which way marketing processes must innovate to keep up with new marketing age? And, finally, are we now days facing the era of the „new marketing esthetics” and the new marketing paradigm or is a modern digital marketing just a tool used on the platform of the classical marketing paradigm? These are issues that the authors, using a multidisciplinary approach, examine in their paper, with the aim of better understanding of (not only digital) marketing, but also of the new post-industrial era where marketing place a significant role in the lives of individuals, business organizations and other organized entities.

Among scholars is widely accepted that storytelling is one of major processes in crafting and executing branding strategy. The storytelling is an effective channel for brand communication, both for countries and tourist destinations as well. Country branding promotes economic, commercial and political interests at home and abroad and country brands can serve as an umbrella under which further sub-brands can be developed. Destination branding serves to attract visitors and boost tourism development. For each region, being already developed tourist destination or it tends to become one, it is important to have the portfolio of attractive, positive stories and effective storytelling channels in destination brand communication for any destination brand. The aim of this paper is to estimate and give a deeper insight of stakeholder willingness to implement storytelling in the brand strategy of the Eastern Croatia region. The result of this research is a creation of the conceptual model which generates destination image and tourist products based on myths and legends of the Eastern Croatia.

European Union as a regional integration for most of the European countries represents path towards economic and social progress. On their way to European Union membership, candidate countries need to pass through the certain accession negotiations in order to harmonize their regulations and laws in accordance with the requirements of the European Union. Paper deals with benefits and challenges of the Croatian integration in the European Union while the special emphasize has given to the economic effects of the integration. The aim of the paper is to present the economic effects of the Croatian integration in the European Union by the review of the relevant literature while the purpose is to point out the key problems and obstacles that do not allow stronger economic development of the Croatia as the member of the European Union. According to the research, it can be concluded that rise of export has been one of its most positive impact from its accession in the European Union until now. The export is of extreme importance for faster and stronger Croatian economic growth and development while it is important to work on its better structure and competitiveness of Croatian economy in a manner to generate its further growth.

Modnu industriju karakterizira područje stalnih promjena pri čemu joj veliki izazov predstavlja sposobnost prilagodbe novim situacijama. Kako bi se modna industrija uspješno prilagodila i odgovorila na suvremene tržišne uvjete, bitna je primjena marketinga koji osigurava s jedne strane učinkovito zadovoljavanje potreba i želja potrošača te s druge strane ostvarenje profita i ostalih organizacijskih ciljeva. Dizajneri, proizvođači i trgovci na modnom tržištu donose jednu od važnijih odluka, a to je definiranje ciljnog tržišta za koje kreiraju optimalni marketinški miks. Rad naglašava ulogu i važnost marketinga u modnoj industriji, definira koji su to glavni faktori uspjeha na modnom tržištu te njene suvremene trendove. Također, daje se osvrt na etički aspekt modne industrije kao i na budućnost marketinga na modnom tržištu. Vrijednosti koje stoje iza proizvoda i tvrtke stvaraju temelj na kojem se gradi dobar dizajn. Dobar dizajn, osim što privlači kupce, uz etično ponašanje i brigu o okolišu predstavlja najbolji način promoviranja mode u budućnosti.

Foreign direct investments are one of the main factors which affect opening new jobs, higher level of production, greater amount of export, technology transfer and long-term economic growth especially in transition countries.

Waste has become one of the most important issues of modern society due to its(un)appropriate disposal and significant negative impact which it has on the environment and people's health. Process of waste management includes harmonized actions of larger number of participants like state and local municipalities, companies, media etc. The aim of this paper is to point out the importance of effective waste management and find out successful example of waste management in the Republic of Croatia.

World and domestic tourism market has become increasingly competitive. Consequently, it is necessary to find ways that will help in redefining tourism of Zadar County as a tourist destination. One of the ways of redefining tourism is uplifting cultural tourism as one of the fastest growing forms of tourism, which can have a far greater role in the future development of tourism. Using cultural potential of small towns for their economic development creates the competitive advantage of these small towns, and overall tourist destination. It has been conducted a survey by the method of interviewing the experts – authors interviewed directors of the tourist boards in Zadar County as the most representative persons for this topic due to the fact that they have responsibility and ability to improve current tourist situation in Zadar County. One of the ways for attracting tourists is a creation of unique tourist offer, which should be based on the events as an integral part of cultural tourism. In the case of Zadar County is necessary to create a tourist offer which will be original and of high quality, that will also promote the distinctive attractions of Zadar County and authentic events based on the culture of the observed destination. The greatest contribution of this paper is that it shows and emphasizes the importance and potential of cultural events on the example of Zadar County. Authors also propose specific actions and guidelines to improve cultural events in Zadar County and give potential model that other counties can follow.

Ovaj rad bavi se neizostavnim dijelom današnjeg sporta – marketingom. U radu se teoretski prikazuju karakteristike sportskog marketinga, opisuju se obilježja sportskih potrošača i čimbenici koje menadžeri trebaju uzeti u obzir pri njihovoj segmentaciji i odabiru ciljnog tržišta. Nadalje, objašnjavaju se specifičnosti elemenata marketing miksa, te se izdvajaju sponzorstvo i odnosi s javnošću, kao najvažniji elementi sportskog promotivnog miksa. Također se daje primjer uspješne primjene marketinga u sportu i navode se novi trendovi u sportskom marketingu. Ovaj rad ima za cilj sistematizirati znanje o marketingu u svijetu sporta. Svrha istraživanja je ukazati na važnost marketinga u sportu, te pokazati koliko je on zapravo neophodan za opstanak sportskih klubova i sporta općenito.

Public-private partnership is a term for various types of arrangements reached by government, local (regional) municipalities and other public persons with natural or legal persons from private sector. It is about specific approach of construction or reconstruction infrastructural and social projects with the help and participation of the private sector. By this collaboration, interest of public (public good) and private (profit) sector has been interconnected on different ways with the aim of satisfying certain needs for quality enhancement and availability of products and services. On the basis of analysed literature and two successful case studies, authors proposed model of the public-private partnership for the purpose of local government development which has not yet been envisaged as the most appropriate.

Duhanska industrija jedna je od najbogatijih i najkontroverznijih industrija u svijetu. Analiza okoline smatra se prvim korakom u strateškom planiranju te je osobito važna u svakoj industriji. Cilj je ovog rada analizirati okolinu duhanske industrije u Republici Hrvatskoj s naglaskom na poduzeće TDR, kao najusppješnije poduzeće u taj industriji. Provedenim istraživanjem analize okoline poduzeća nastoji se sagledati trenutačna situacija na svim razinama poslovanja te kroz tri odvojena zaključka istraživanja dati jedinstven prijedlog strategije za budućnost poduzeća. U radu se također ispituju specifični strateški potezi i odluke menadžmenta, od kojih je najznačajnija upravo prodaja udjela poduzeća.

Paper analyses tourist potentials of park and museum of Nin Salt Works as a possible development carriers of city of Nin and its surroundings. It points out possible positive tourist effects in a manner to develop concerned tourist destination. Authors conducted method of interviewing the experts while they find out which additional facilities should be present in the park of Nin Salt Works, which target market group Nin Salt Works should attract and its future plans. Development of Nin Salt Works tourist potentials in a sense of combining cultural tourism (salt museum), birdwatching (park) and medical tourism authorizes Nin Salt Works as a significant (potential) tourist offer carrier of city of Nin and its surroundings, which can have significant impact in overcoming seasonality of the concerned tourist destination. Paper points out necessity of stronger cooperation between the Nin Salt Works and Nin tourist board in a manner to achieve synergic effect in promotion of Nin Salt Works and city of Nin as European destination of excellence.

Posljednjih godina na gotovo svim tržištima osnovale su se niskotarifne kompanije za zračni prijevoz putnika, koje imaju drugačiju poslovnu strategiju u odnosu na klasične, zrakoplovne kompanije. Pojam niskotarifnih kompanija koristi se u zrakoplovnoj industriji i ukazuje na zrakoplovne kompanije koje posluju s manjim operativnim troškovima za razliku od njihovih konkurenata. Temeljem navedenog, u radu se želi dokazati da niskotarifne zrakoplovne kompanije primjenom poslovnih niskotarifnih strategija imaju sve značajniji utjecaj na gospodarstvo. Između ostalog, cilj je i saznati društvene koristi uzlaznog trenda niskotarifnih zrakoplovnih kompanija kao i utjecaj tog trenda na druge gospodarske djelatnosti, prvenstveno na turizam. Uporaba raznih niskotarifnih modela dovela je do eksplozije niskotarifnog zračnog prometa koji je imao pozitivan utjecaj na životnu sredinu, regionalni razvoj te gospodarstvo - posebice turizam. S obzirom da je Hrvatska turistička zemlja taj se utjecaj posebno odnosio na nju i na razvitak pojedinih zračnih luka - posebice na one zračne luke koje se nalaze u Primorskoj Hrvatskoj.

Autori razmatraju turističku regiju kao prostornu cjelinu u kojoj treba razvijati turističku ponudu. Nastupom regije na turističkom tržištu mogu se ostvariti brojne koristi što se posebice ogleda u njezinom sinergijskom učinku. Pri tom je potrebno turističkom regijom efikasno i sustavno upravljati razvijajući regionalni brend s obzirom da je brendiranje turističkih destinacija važan aspekt trenutne prakse destinacijskog menadžmenta. Analizom znanstvene literature te provedbom ankete s čelnim ljudima Dalmatinskih gradova i županija, autori vođeni znanstvenim principima iznose svoj prijedlog upravljanja turističkom regijom Dalmacijom te strategiju izgradnje njezinog brenda. Stoga, radom se analizira postojećasituacija, utvrđuju ključni problemi te daju potencijalna rješenja za efikasniji razvoj turističke regije Dalmacije.

Hrvatski otoci postaju važna turistička odredišta, a njihovim je turističkim razvojem potrebno sustavno upravljati. Brendiranjem destinacije u turizmu ostvaruju se višestruke koristi, dok je sam proces brendiranja dugotrajan te zahtijeva učinkovito provođenje. Na temelju provedenog istraživanja (metodom intervjuiranja eksperata) te relevantne literature u radu se iznose neke smjernice za brendiranje otoka Paga u funkciji razvoja turizma.

In this paper authors deal with advertising the product and brand in film – so called product or brand placement. Film as a media has a growing role and impact on a consumer behavior while this paper analyses its current “power” as a specific marketing channel. Paper investigates goals and benefits of placing the products and brands in film and also factors and determinants of forming the value of product and brand placing in film. Recognition and notion of the product and brand in film plays a key role for their effective advertising in that king of marketing. Authors used the methods of analysis, synthesis and conducted a primary research. Primary data has been collected by anonymous standardized online questionnaire while respondents have been chosen randomly via social networks (Facebook and Twitter). From the conducted primary research authors find out that film as a specific marketing tool has a significant impact on a consumer behavior due to its integration of product and brand through picture and/or sound in film. Creating a perception of a wanted product through interesting content of the film is actually film’s biggest power as a marketing channel.

There are major differences in the development of the certain regions in Republic of Croatia. These regions that are located on the Adriatic coast are considered more developed in contrast to the regions of eastern Croatia. Maritime tourism has a significant influence on previously stated given that in professional and scientific literature it is presented that tourism of certain regions significantly affects their development. Therefore, in eastern Croatia it is necessary to evolve rural tourism to a more important level considering the current situation. The key spatial unit in tourism is region - in this case the eastern Croatia that should be managed by the kind of Destination Management Company, which would be responsible for the implementation of organizational, marketing and other strategic and operational tasks at the regional level. This article presents the Austrian model of rural tourism development and by its exemplar authors have presented their vision of the future model of rural tourism development in eastern Croatia, with the purpose of combating the problem of touristic regional disparities and achieving numerous other benefits referred to in the text.

By managing the tourism development on Croatian islands on a systematic approach means development of the island’s economy due to its multiplicative effect. In this paper authors deal with proposal of the brand strategy as a specific way of managing the tourism development on the example of the island of Pag. Research has been conducted by the method of interviewing the experts. We find out that brand of the island of Pag doesn’t exist due to the lack of unique master plan and existence of Destination Management Organization of the Island of Pag. Promising is the fact that in practice respondents have a mutual cooperation in promoting the unique island of Pag and are willing to create a brand of the island of Pag. On a conducted based primary research and relevant literature authors generated their own suggestion of a potential brand strategy of the island of Pag in function of tourism development as a guideline for its branding in practice.

S obzirom na to da se organizacije u današnje vrijeme suočavaju s intenzivnim povećanjem globalne konkurencije, dinamičnim poslovnim okruženjem te ubrzanim razvojem informatičke i komunikacijske tehnologije, mnogi svjetski autori navode kako su točne, pravodobne i relevantne informacije od iznimnog značaja za opstanak, rast i razvoj tvrtke. Stoga, upravo Competitive Intelligence, proces kojim organizacija pribavlja, analizira te upravlja podacima i informacijama iz konkurentskog okruženja, dobiva sve više na važnosti pri čemu autori ovim radom iznose njegov cjelovit i aktualan pregled. Mystery shopping (MS) kao oblik CI-a smatra se jednim od najmoćnijih alata dostupnih organizacijama koji pomaže menadžerima i donositeljima odluka da identificiraju područja kojima je potrebno poboljšanje. Cilj je rada ukazati na značaj i koristi koje Competitive Intelligence i mystery shopping donose tvrtkama koje se njima koriste. Istraživanjem relevantne znanstvene literature autori zaključuju kako organizacije sve veću pozornost posvećuju razvoju i unapređenju CI-a i MS-a iz razloga što organizacije na taj način razvijaju učinkovite i brze odgovore na poteze konkurencije, postižu željene ciljeve i poboljšavaju svoj položaj u sadašnjosti i budućnosti.

U radu se daje pregled strukture i čimbenika menadžerskih kompenzacija, pri čemu se želi utvrditi način na koji bi trebala biti definirana strategija menadžerskih kompenzacija koja podupire dugoročna strateška usmjerenja poduzeća. Analizira se odnos kratkoročnih i dugoročnih kompenzacija te daje naglasak na dugoročne poticaje koje menadžera vežu za poduzeće, s ciljem donošenja dugoročnih odluka od važnosti za opstanak poduzeća. U radu se analizira učinak veličine poduzeća, mogućnosti njegova rasta i rizika, strukture vlasništva i kapitala te dobi menadžera na visinu menadžerskih kompenzacija. Osnovna menadžerska plaća trebala bi rasti s veličinom poduzeća, a na visinu osnovne plaće utječu i iznadprosječne formalne kvalifikacije i dokazana poduzetnička sposobnost. Osnovna plaća trebala bi biti konkurentna, odnosno “zlatna sredina” između najbolje i najlošije osnovne plaće konkurentskih poduzeća.

Predmet istraživanja ovog rada su najbitniji izazovi s kojima se susreće određena tvrtka pri proširenju svog poslovanja na globalno tržište. Objekt istraživanja sagledan je kroz aspekt globalizacije svjetskih ekonomija, razvoj marketinga i prilagodbu njegovih elemenata na novonastalu situaciju. Različitim metodama kao što su deskripcija, case study i kompilacija analizirana je dostupna literatura iz koje je proizašlo nekoliko vrijednih zaključaka, uz primjere, dan je opis ključnih pojmova te su stvorene smjernice za daljnje istraživanje zasad nedovoljno istraženih područja unutar tog okvira.

Autori zastupaju tezu da se Dalmaciju na turističkom tržištu treba promatrati i promovirati integralno, kao cjelinu, a svoju tezu temelje na iskustvima najuspješnijih turističkih regija, koje svoj uspjeh mogu zahvaliti primjeni modela uspješnog integriranja regije kao cjeline – krovne marke. U radu autori iznose model brendiranja Dalmacije kao krovne marke (Umbrella Brand), koji unutar sebe definira i razvija manje jedinice – turističke klastere. Autori su mišljenja da je brendiranje Dalmacije u turizmu na temelju prikazanoga modela najbolji način da ova, najatraktivnija hrvatska turistička regija, snažno konkurira na globalnom turističkom tržištu. Smatraju da Dalmacija za to ima sve prirodne, kulturne i socio- kulturološke uvjete. Sam pojam "Dalmacija" pobuđuje snažne povijesne, kulturne, antropološke i sociološke konotacije. Marketinška formula uspješnog brendiranja ove regije jest u tome da se sve te posebnosti "fenomena Dalmacija" preslikaju na turističko tržište, pretvarajući se u specifičan turistički proizvod, a sve to na načelima održivog turizma, koji će sve turističke privlačnosti ovoga kraja ne samo očuvati već i održavati i dodatno valorizirati.