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By accepting the fact that there are many different approaches to sustainable development this paper aims to investigate, using a particular case study, whether tourism development model of the city of Split, Croatia, a well-known tourist destination, is based on the principles of sustainability, thus proving its orientation to quality assurance. The authors have analyzed this model from all the three aspects of sustainability, i.e. economic, environmental and the social one. For the purpose of a deeper investigation of this matter, desk research has been conducted consulting a substantial amount of sources. The paper is structured as follows: after a brief overview of the concept of sustainable tourism development from the three main sustainable development aspects, the question of co- habitation of sustainability, quality and competitiveness of a tourist destination is raised. The main part of the study attempts to draw the three main aspects of sustainability together by blending the theoretical issues with the practical experience from the case study. Alongside with highlighting basic developmental issues, proposals of tourism management mechanisms in the city of Split are offered with the aim of making it more sustainable and hence, fostering its long-run quality.

Small and medium-sized enterprises (SMEs) are the most dynamic part of economy and have a significant impact on the economic development of every country. Growth and development, even survival of a company whose domestic market is small - as it is the case with Croatia, is not possible without internationalization. Basic problems of SMEs are a lack of resources and high perceived risk of doing business abroad due to numerous entry barriers. Limited knowledge regarding doing business abroad and regarding the ways of applying theory in practice, indicates a need for creating simple guidelines that will help SMEs to face the complexity of internationalization and reduce the perceived risk. In this paper, the authors reviewed models of internationalization of enterprises with the aim of developing guidelines to facilitate the internationalization of Croatian SMEs. The theoretical part provides a framework which is the basis of the proposed guidelines for the internationalization of SMEs. The framework includes company’s generic strategies and internationalization, barriers to internationalization, methods of selecting foreign markets, market entry strategies, a discussion on standardization and adaptation, and models of internationalization. The empirical part consists of a case study of a small Croatian company that has an innovative and highly competitive export product and presents the internationalization of that company based on the proposed guidelines. It also provides practical steps to all SMEs having intention to internationalize their operations.

Globalna financijska kriza potencirala je i pojačala napore za restrukturiranjem kompanija diljem svijeta. Restrukturiranje kao proces usmjeren ka poticanju značajnih promjena specifičnih struktura kompanija najčešće se vezuje uz periode u kojima se manifestiraju loše performanse poduzeća. Cilj restrukturiranja je smanjiti utjecaj (poželjno i izbjeći) ograničenja s kojima se kompanija suočava, a sve kako bi se promijenio negativan utjecaj eksterne i interne okoline na njene poslovne performanse. Aluminij d.d. Mostar nalazi se na prekretnici, točci, poziciji s koje nema povratka nazad. Ali smjer prema naprijed, pred Aluminij d.d. postavlja ograničen broj mogućnosti s iznimno neizvjesnim ishodom – preokret u poslovanju koji generira moguću održivost i razvija potencijale strateškog razvoja i, kao puno bolniju opciju, neuspjeh s brojnim i teškim implikacijama, kako po kolektiv tako i po državnu i prekograničnu zajednicu. Izazovi svjetske aluminijske industrije s implikacijom na burzovnu cijenu metala, s jedne, te procesi koji onemogućavaju prilagodbu i kontinuitet operacija Aluminij d.d. u lokalnom, federalnom i državnom okruženju s druge strane, zahtijevaju promptno djelovanje. Aluminij d.d., kao respektabilna BiH kompanija i igrač prepoznat na svjetskom tržištu aluminija po iznimnoj kvaliteti svojih proizvoda, suočen je s potrebom žurnog uvođenja niza promjena u obuhvatu, obujmu i strukturi poslovanja (s implikacijama na sredstva kompanije, troškove i organizacijsku strukturu) i potrebom za financijskim akcijama koje bi doprinijele dodatnom smanjenu troškova, restrukturiranju dugova i, naročito, promjeni strukture ročnosti izvora kojima se financira poslovanje. Navedenom treba dodati i potrebu konačnog vlasničkog utvrđivanja strukture kapitala (upis u Registar vrijednosnih papira i kotacija na burzi) s implikacijama na međudržavne odnose (Republike BiH i Republike Hrvatske) i moguće daljnje promjene strukture kapitala. Bez prethodno navedena četiri oblika restrukturiranja Aluminij d.d. teško je očekivati nastavak poslovanja i održivost proizvodnje aluminija u Mostaru. Studija Mogućnosti restrukturiranja Aluminij d.d.rigoroznom analizom postojećeg stanja i očekivanih trendova razvoja, kako globalnih tako i zajednice u kojoj Aluminij d.d. djeluje, istražuje mogućnosti dolaska do poslovnog modela koji bi poslovnom sustavu kompanije mogao pružiti održivost i strateški razvoj. Da li će se to i dogoditi? pitanje je na koje nema jednoznačnog odgovora. Razlozi su mnogostruki, i nalaze se u utjecaju eksternog, međunarodnog i naročito državnog i federalnog, okruženja Aluminij d.d. Ovo tim prije jer se restrukturiranje Aluminij d.d. odvija se u uvjetima srednjoročnog djelovanja škara cijena na njegovu štetu (niska cijena aluminija, visoka cijena električne energije, dugoročno fiksiran tečaj KM itd.), porasta cijena inputa proizvodnje i pada cijena outputa u doba globalne krize, u kojoj je Aluminij d.d. ograničen nepostojanjem razvojne, industrijske i energetske politike BiH. Istraživanje je obuhvatilo najznačajnije segmente procesa restrukturiranja Aluminij d.d. i rezultiralo je ocjenom mogućnosti i prijedlogom pravaca restrukturiranja – kako financijskog restrukturiranja (značajnih promjena u strukturi kapitala, izvorima i ročnosti kredita, poželjno osiguranja dodatnog, svježeg kapitala), organizacijskog restrukturiranja (promjene u organizacijskoj strukturi kompanije s promjenom hijerarhijskih razina, širenjem raspona kontrole i unapređenjem sustava upravljanja), operativnog (smanjenje troškova, bolje ekonomiziranje zalihama, izbjegavanje nepotrebnih investicija) tako i nužnog vlasničkog restrukturiranja. Metodologija korištena za potrebe ove Studije je obuhvatila eksplorativno istraživanje, analizu trendova, PEST analizu, Stakeholder analizu, Recoil analizu, Benchmarking, SWOT analizu te scenario analizu, kao i dubinske intervjue s relevantnim predstavnicima Aluminij d.d. i relevantnim predstavnicima važnijih kupaca njihovih proizvoda na prostoru Federacije Bosne i Hercegovine, te na prostoru Republike Hrvatske. Ovakav širok pristup omogućio je valorizaciju resursa kojima Aluminij d.d. i BiH raspolažu, kao i ocjenu razvojnih potencijala identificiranjem ključnih, strateških, pravaca na kojima bi trebalo usmjeriti buduće djelovanje. Zahvaljujući participaciji brojnih suradnika u procesu nastanka ove studije, njih ukupno 17 iz Splita, Mostara i Zagreba, može se konstatirati da je postignut iznimno visok stupanj konsenzusa o temeljnim problemima i izazovima pred kojima se nalazi Aluminij d.d., kao i o mjerama i aktivnostima restrukturiranja koje bi trebale omogućiti radikalan zaokret – kako za Aluminij d.d. tako i za cijeli aluminijski lanac, od boksita preko glinice i aluminija do finalnih aluminijskih proizvoda.

In this paper the author examine the effects of consumer ethnocentrism on purchase intentions towards domestic and foreign products, and also provides useful information on marketing implications derived from the obtained results. The purpose of this study is to determine the impact of consumers' ethnocentric tendencies on purchase intentions towards domestically produced goods and products from former Yugoslavia and European Union in a developing country such as Croatia. The research instrument was a questionnaire and the data were collected through personal interviews using the representative sample of 1000 respondents. Factor analysis and Spearman correlation coefficient were used to test the research hypothesis. It was determined that consumers' ethnocentric tendencies play a significant role in predicting purchase intentions towards domestically produced goods and products from former Yugoslavia and European Union in Croatian market. Results indicate that consumer's ethnocentric tendency positively related to intention to purchase local products and negatively related to products from former Yugoslavia and European Union.

In this paper the author examines the effects of consumer ethnocentrism on purchase intentions towards domestic and foreign products, and also provides useful information on marketing implications derived from the obtained results. The purpose of this study is to determine the impact of consumers' ethnocentric tendencies on purchase intentions towards domestically produced goods and products from former Yugoslavia and European Union in a developing country such as Croatia. The research instrument was a questionnaire and the data were collected through personal interviews using the representative sample of 1000 respondents. Factor analysis and Spearman correlation coefficient were used to test the research hypothesis. It was determined that consumers' ethnocentric tendencies play a significant role in predicting purchase intentions towards domestically produced goods and products from former Yugoslavia and European Union in Croatian market. Results indicate that consumer's ethnocentric tendency positively related to intention to purchase local products and negatively related to products from former Yugoslavia and European Union., U ovom radu autori istražuju utjecaj potrošačkog etnocentrizma na namjeru kupovine domaćih i stranih proizvoda u svrhu pružanja korisnih informacija za potrebe marketinških implikacija, dobivenih ovim rezultatima istraživanja. Svrha ovoga istraživanja je utvrditi utjecaj tendencija potrošačkog etnocentrizma na namjeru kupovine hrvatskih proizvoda i proizvoda bivše Jugoslavije i EU-a. Instrument istraživanja bio je anketni upitnik. Podaci za potrebe ovoga istraživanja prikupljeni su metodom osobnog intervjua na reprezentativnom uzorku od 1000 ispitanika u Hrvatskoj. U svrhu testiranja hipoteza koristilo se Faktorskom analizom i Spearmanovim koeficijentom korelacije. Utvrđeno je da je tendencija potrošačkog etnocentrizma značajan prediktor u namjeri kupovine hrvatskih proizvoda i proizvoda bivše Jugoslavije i EU. Rezultati ukazuju da je tendencija potrošačkog etnocentrizma pozitivno povezana s namjerom kupovine domaćih proizvoda, a negativno s namjerom kupovine proizvoda zemalja bivše Jugoslavije i EU-a. Rezultati ovog istraživanja mogu poslužiti kao polazište odlučivanja hrvatskim poduzećima o razvoju poslovanja na domaćem tržištu.

The subject of Export Market Orientation (EMO) and its link to export performance has gained significant interest among international marketing academia lately. The findings of this study suggest that the EMO concept can be applied in the SME context – an issue that was neglected in earlier research efforts. Further, EMO activities significantly influence the EP of SMEs in the context of Croatian SME exporters. The SMEs operating in foreign markets should embrace EMO activities (intelligence generation, dissemination and responsiveness) as the drivers of a successful internationalisation process.

The purpose of this study was to explore the impact of information and cognitive-based capabilities on the international performance as the main rationale behind successful internationalization of small and medium-sized enterprises (SMEs). The study was conducted on the sample of 125 Croatian exporting SMEs and results indicate that there is significant influence of the cognitive and information based capabilities on the SME export performance which revealed that cognitive complexity serves as a platform for successful processing of foreign market intelligence and has value added impact on the SME’s export performance.

Still present global crisis is neither the first, nor the last one that has struck the business world. However the causes of crises may be different, their consequences (GDP, demand, investment and employment decline) are the same, each time challenging the companies’ survival, their performance and growth. Thus, to establish what companies can or should do in such an environment is always a relevant issue. One of the essential requirements for companies to compete successfully in the times of crises is (re)definition of their marketing strategy components (targeting, positioning and marketing mix). This paper provides an overview of the empirical evidence on the subject. The existing researches indicate that companies differ in how they are impacted by the crisis, as well as in how they respond to it. This is conditioned by the type of crisis, country’s political and cultural determinants, market characteristics and range, respective industry and the company’s size. The researches also indicate basic guidelines for successful “survival” such as: focusing on the core business, networking and alliances, speed and flexibility, planning, cost reduction, but at the same time maintaining or even increasing the level of marketing activity and budget, particularly in research & development and promotion. Specific changes in companies’ marketing strategy are also recommended: for target markets – orientation to loyal customers and markets/segments where they have or may take up strong position ; for product – range rationalization with introduction of new products, technologies and additional services aiming to improve product economy and value ; for price – maintaining the same price level while increasing product value and strengthening discount policy ; for distribution – shortening channels, eliminating unnecessary and inefficient channels and intermediaries ; and for promotion – emphasizing rational motives, retaining/intensifying advertising, personal selling, sales promotion, public relations and publicity. During the crises, companies are required to adapt their marketing strategy and tactics to the changes conditioned by the crises in order to continue to be successful, bearing in mind the post crisis period, i.e. doing business after the crisis. Considering that most of the recommended changes are desirable regardless of the crisis, it can be said that crisis itself is often an opportunity for companies to refine/improve their marketing strategy aiming to increase its effectiveness and efficiency.

Marketinška orijentacija je stožerni konstrukt marketinškog koncepta. Mada u literaturi postoje različiti pristupi konceptualizaciji, konstrukt se uvijek dovodi u empirijsku vezu s konceptom poslovne uspješnosti. Izvozna marketinška orijentacija (IMO) je relativno novi koncept koji marketinšku orijentaciju pozicionira u arenu međunarodnog poslovanja. Budući industrijsku strukturu Hrvatske u velikoj mjeri obilježavaju mala i srednja poduzeća (SME), te je izvoz još uvijek dominantna strategija ulaska na strano tržište, primjena IMO u kontekstu SME više je nego poželjna. Utvrđivanje adekvatne mjerne skale IMO, koja će se moći primijeniti u raznim nacionalnim kontekstima i što bi u konačnici dovelo do njene generalizacije, predstavlja izazov za akademsku zajednicu i ima veliko teorijsko značenje. Ovakve ideje su nit vodilja ovoga rada kojem je cilj dokazati korisnost primjene koncepta IMO u kontekstu hrvatskih malih i srednjih poduzeća. Autori su koristili alate eksploratorne i konfirmatorne faktorske analize kako bi procijenili psihometrijske karakteristike mjerne ljestvice IMO. Rezultati analize ukazuju na njenu dimenzionalnost, pouzdanost, valjanost i primjenjivost u hrvatskom izvoznom kontekstu. Implikacije ovih nalaza upućuju na zaključak da je za hrvatska mala i srednja poduzeća koja izvoze, od velike važnosti provoditi aktivnosti marketinške orijentacije kako bi poboljšali svoju izvoznu uspješnost.

In this study we sought to evaluate the impact of Western (US) philosophical ideas on the performance of organisations within the developing, transforming nation of Croatia. We based our conceptual arguments on classic economic theories of the market, and the exhortations of marketing scholars to adopt the marketing philosophy which is postulated to lead to corporate success. In this context the prescription is to privatise and adopt the Marketing Orientation (MO) that is expected to lead to higher performance. It was asserted that Croatia, a developing nation that is emerging from a state controlled economic system and moving to a market structure, was particularly suitable for such a test. We operationalised and tested the propositions regarding the effects of MO, organizational structure, size and age on the corporate performance using data based on responses to self-administered questionnaires from 139 Croatian executives. The results supported the existence of a negative relationship between state/private organizations and MO and the positive association of MO to performance. We also found, as expected, a negative direct relationship between enterprise age and performance as well as a positive relationship between size and performance.

In marketing theory there is everlasting breakthrough of concepts and theories from other social sciences, especially from the area of social psychology and sociology. Having this in mind, it seems obvious that multidisciplinary approach is necessary in the contemporary marketing theory and, by now, it has drawn quite a success. Business to business marketing (B2B) is considered to be a field which was neglected because of the dominance in research within the area of business to consumer (B2C) marketing. Nevertheless, contemporary marketing theory endorses concept that the focal point is customer satisfaction through value creation in which B2C marketing research can not provide necessary information regarding the mechanism of the whole value creation process, starting from first tier suppliers. Therefore, B2B marketing philosophy offers insight into retrospective of value creation process in which all members of supply chain have their stake. Consequently the supply chain management (SCM) arises as the concept which is ideal framework for explanation of B2B philosophy and mechanism for an in depth customer value creation process analysis. This paper reports on preliminary literature review in attempt to build the theoretical model of dissertation comprising various fields of inquiry.

A well-functioning food marketing system contributes greatly to domestic socio-economic development and global connectivity during periods of recovery and/or transition. Gavrilović, an established and historically successful company, i.e., an "Oldie-but-goody", is a case study in survival and adaptation ; ultimately perhaps a model for other food marketing companies that must overcome geographical, social, political and economic challenges. This paper discusses food marketing systems and their development, provides a brief overview of Croatia's food marketing system, and shares some lessons and best practices from Gavrilović.

In this study we redefined the concept of relationship marketing, equated it to the Chinese cultural framework of guanxi and attempted to test its association to competitive structure in Croatia. A sample of 105 senior executives completed questionnaires designed to measure the key variables. The data was analyzed using partial least squares and the central hypothesis of a negative association with competitive structure was not supported. The relationship was significant and in the opposite direction to that postulated.

This paper examines the differences in culture between a group of Iranian and Croatian managers using Hofstede's theory of International Cultures. It explores how these cultural dimensions may help in our understanding of the differences in reported whistleblowing. four hipothesis regarding various aspects of Whistleblowig are tested. Managerial imlications in the international arena are discussed.

The idea that countries have a brand or image is not a new one. The concept of nation's or country image is not only an important determinant of consumers' purchasing decisions. It is equally important to private and public organizations that are trying to stimulate foreign direct investments (FDI), promote tourizm, and encourage international cooperative arrangements between companies. Therefore, country image is complex and multidimensional phenomenon. It has the made-in ; invest in, come-in and invest-in dimension. This paper fokuses on the third dimension - country image as a location for FDI.

Leaders and managers of today's multinational corporations face a plethora of problems and issues directly attributable to the fact that they are operating in an international context. With worksites, plants and/or customers based in another country, or even sacral countries, representing a vast spectrum of cultural differences, international trade and offshore operations, coupled with increased globalization in respect to political, social and economic realities, contribute to new dilemmas that these leaders must deal with. Not the least of these being a Code of Ethics and ethical decision making. This paper examines the differences in culture between a group of managers from United States and similar group from Croatia using Hofstede’s theory of International Cultures. The study explores how these cultural dimensions may help in our understanding of the differences in reported whistleblowing. The authors then postulate four hypotheses regarding various aspects of whistleblowing. These Hypotheses where than tested using a survey administered to a sample of U.S.A. and Croatian managers. Finally the paper discusses the findings and practical implications for contemporary managers in the international arena.

U radu autori pozicioniraju RH u skupinu malih tranzicijskih zemalja koje po tranzicijkoj dinamici zaostaju za skupinom zemalja naprednih reformatora. Istiskivanje RH sa svjetskog turističkog tržišta sintetički je pokazatelj neprilagođenosti turističkog proizvoda potrebama i kriterijima svjetskog tržišta.

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Autori razmatraju oslanjanje na strane izvore sredstava u cilju restrukturiranja hrvatskog turizma te predlažu najbolja rješenja glede konkretnih oblika stranih ulagačkih pothvata

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Svrha ovog rada bila je istražiti postoji li i kakav je utjecaj primjene gerilskog marketinga na društvenim mrežama na kupovne odluke koje donose pripadnici generacije Z. U teorijskom dijelu rada u širem kontekstu objašnjeni su pojmovi: društvene mreže, gerilski marketing, generacija Z i proces donošenja odluka o kupnji. Nalazi empirijskog istraživanja temelje se na uzorku poznavatelja, kojega čini 77 ispitanika. Rezultati istraživanja pokazali su kako postoji značajan utjecaj primjene gerilskog marketinga na društvenim mrežama na jačanje svjesnosti o proizvodima i potrebu za dodatnim informacijama, te kupnju pripadnika generacije Z. The purpose of this paper was to determine whether exist and what is the impact of the application of guerrilla marketing via social networks on the purchase decisions made by members of generation Z. In the theoretical part of the paper, the terms: social networks, guerrilla marketing, generation Z and the purchase decision-making process are explained in a broader context. The findings of the empirical research is based on a judgment sample and consisted of 77 respondents. The results of the research showed that there is a significant impact of guerilla marketing via social networks on the strengthening of product awareness, the need of searching for additional information, and purchase among members of generation Z.

U teorijskom dijelu rada definiran je pojam influencera i njihov utjecaj na potrošače i trendove potražnje za pojedinim proizvodima i uslugama. Posljednjih godina sve je popularniji influencer marketing koji predstavlja specifičnu vrstu marketinga na društvenim mrežama. Takva vrsta marketinga se odnosi na influencere koji poduzimaju radnje na društvenim mrežama kako bi utjecali na kupovno ponašanje potrošača. Utjecaj su stekli zbog zanimljivog, poučnog ili inspirativnog sadržaja kojeg objavljuju na svojim profilima društvenih mreža, a rezultat takvog sadržaja je velik broj ljudi koji ih prate. Za potrebe empirijskog dijela rada provedeno je istraživanje na terenu putem anketnog upitnika na uzorku od 134 ispitanika kako bi se saznalo imaju li, i u kojoj mjeri, influenceri utjecaj na kupovno ponašanje potrošača na tržištu odjevnih predmeta. Anketni upitnik se sastojao od 20 pitanja te su se na temelju odgovora ispitanika donijeli zaključci. In the theoretical part of the paper, the concept of influencers and their impact on consumers and demand trends for individual products and services is defined. Influencer marketing, which represents a specific type of marketing via social networks, has become increasingly popular in recent years. This type of marketing refers to influencers taking action on social media to influence consumer buying behavior. They gained influence due to the interesting, educational or inspiring content they publish on their social network profiles, and the result of such content is the number of people who follow them. For a purpose of the empirical part of paper, field research was conducted using a survey questionnaire on a sample of 134 respondents in order to find out whether, and to what extent, influencers influence the buying behavior of consumers on the clothing market. The questionnaire consisted of 20 questions, and conclusions were drawn based on the respondents' answers.

Učinkovito upravljanje turističkom destinacijom zasniva se na prepoznavanju njenog potencijala, stvaranju konkurentnog turističkog proizvoda i uspješnom plasiranju istog na tržište. Diferenciranje turističkog proizvoda postaje pravi izazov u uvjetima zasićenosti turističkog tržišta. Kako bi uspješno istaknule svoj proizvod među konkurencijom, mnoge destinacije primjenjuju strategije razvoja selektivnih oblika turizma što rezultira stvaranjem prepoznatljivog brenda turističke destinacije. U ovom radu istaknut je kulturni turizam koji se pokazao kao posebno aktualan selektivan oblik. Prikazan je utjecaj kulturnog turizma na razvoj jedinstvenog turističkog proizvoda te stvaranje prepoznatljivog brenda destinacije. Učinkovitost razvoja kulturnog turizma ne bi bila moguća bez prikladnog marketinškog pristupa, odnosno promocije turističke destinacije. Grad Trogir godinama provodi strategiju razvoja kulturnog turizma, a u 2019. razvio je i novu brending strategiju koja je utemeljena na kulturnim vrijednostima grada i sudjelovanju zajednice. S obzirom da je Trogir među prvim gradovima u Hrvatskoj koji je iskoristio činjenicu da veliki broj njezinih lokaliteta ima kulturno – povijesnu vrijednost i počeo s brendiranjem na primjeren način, služi kao primjer dobre prakse za ostale turističke destinacije. Za uspješno provođenje strategije razvoja turizma posebnu pozornost treba posvetiti promociji kulturno – turističkog proizvoda jer ona omogućava da se grad izdvoji među nizom sličnih destinacija na Jadranu i postane prepoznatljiv prema nizu posebnosti koje nudi potencijalnim posjetiteljima. Efficient management of a tourist destination is based on identifying it's potential, creating a competitive tourist product and placing it successfully on the market. Tourist product differentiation becomes a real challenge under the conditions of the tourist market saturation. To successfully distinguish its product among competitors, many destinations apply strategies for the development of selective forms of tourism, resulting in the creation of a recognisable tourist destination brand. This paper highlights cultural tourism, which has proved to be a particularly actual selective form. The impact of cultural tourism on the development of a single tourist product is shown and the creation of a recognisable destination brand. The efficiency of the cultural tourism development would not be possible without an appropriate marketing approach or promotion of tourism destinations. The city of Trogir has been implementing a strategy for the development of cultural tourism for years and has developed a new branding strategy based on the towns cultural values and community participation in 2019. Since Trogir is one of the first cities in Croatia to take advantage of the fact that a large number of its sites have a cultural - historical value and began branding in a appropriate way, it serves as an example of good practice for other tourist destinations. In order to successfully implement the tourism development strategy, close attention should be paid to the promotion of cultural tourism products, as it enables the city to distinguish among a series of similar destinations on the Adriatic and become recognizable according to a series of features offered to potential visitors.

Zeleni marketing postaje sve važniji. Međutim, kako potrošači postaju ekološki osviješteniji, tako se i poslovni subjekti sve više okreću društveno odgovornim poslovanjima. Da bi bili uspješni u tom smislu, potrebno je razumjeti aktivnosti zelenog marketinškog miksa, kao i različite faze procesa odlučivanja o kupnji. Ovaj rad donosi teorijska znanja o zelenom marketingu i ponašanju potrošača. Osim toga, također se ispituje utjecaj aktivnosti zelenog marketinškog miksa na odluke o kupnji. Iz istraživanja se izvode zaključci i potiču se detaljnija istraživanja u ovom području. Green marketing is becoming increasingly important. But as consumers become more environmentally conscious, businesses are increasingly turning to socially responsible businesses. To succeed in this regard, it is necessary to understand the activities of the green marketing mix, as well as the different stages of the purchasing decision-making process. This paper brings theoretical insights into green marketing and consumer behavior. In addition, the impact of the activities of the green marketing mix on purchasing decision members was examined. Based on the research, conclusions were drawn and further research activities in this area were encouraged.

U teorijskom dijelu rada se objašnjava pojam digitalnih influencera koji su predvodnici suvremenog načina oglašavanja i digitalnog marketinga. Opisane su generacije Y i generacije Z da bi se pobliže objasnile razlike i norme među generacijama. Objašnjena je podjela influencera s obzirom na broj publike koja ih prati na društvenim mrežama i s obzirom na njihovo djelovanje na društvenim mrežama, te je obrazloženo kupovno ponašanje potrošača kao i čimbenici utjecaja. Nakon teorijskog dijela provedeno je istraživanje da bi se donio zaključak o utjecaju influencera na odabir turističke destinacije. Istraživanje je provedeno na terenu putem anketnog upitnika na uzorku od 143 ispitanika iz četiri različite dobne skupine. Na temelju odgovora ispitanika u anketnom upitniku koji se sastoji od 21 pitanja doneseno je mišljenje i zaključak o utjecaju influencera na odabir destinacije za odmor. Theoretical part of the paper explains the concept of digital influencers who are leaders of the modern way of advertising and digital marketing. Generation Y and Generation Z are described to explain the differences and norms between the generations. The division of influencers is written with regard to the number of audiences that follow them on social networks and the type of their activity on social networks. The concept of consumers and their behavior is defined and factors that influence their behevior. After the theoretical part, research was conducted to reach a conclusion about the impact of influencers on the choice of a tourist destination. Field research was conducted using a questionnaire on a sample of 143 respondents from four different age groups. Based on the respondents' answers in the survey questionnaire, which consists of 21 questions, an opinion and conclusion was made about the impact of influencers on choosing a vacation destination.

Prodaja i marketing proizvoda „online― samo po sebi predstavlja izazov za mnoga poduzeća. Kompleksnost proizvoda i visok percipirani rizik kupnje istog dodaju cijelu novu razinu komplikacija i izazova pri „online― poslovanju. U ovom radu se nastoji kroz tržište gitara proučiti koji elementi čine proizvod kompleksnim, definirati neke od alata za smanjenje percipiranog rizika, te analizirati ponašanje potrošača i protumačiti ga. Istraživanje preferencija i stavova potrošača je provedeno putem anketnog upitnika na uzorku od 81 ispitanika. Na kraju rada se nudi analiza ponašanja potrošača, savjeti za poduzeća na tržištu, te implikacije za buduća istraživanja. Online sales and marketing is a challenge by itself for all companies. Product complexity and high percieved risk add a whole another dimension of complication and challenges in online business activity. This thesis tends to find the elements which make a product complex, define some of the tools for perceived risk reduction, analyze customer behaviour and interpret it on the online guitar market. The survey questionnaire conducted on 81 subjects tried to examine and interpret customer preferences and views regarding the online guitar market. In the end of the thesis, the author offers analysis of customer behaviour, advices for businesses on the market and implications for future research.

Razvojem suvremene komunikacijske tehnologije promijenio se način poslovanja u turizmu. Nekadašnju dominaciju turističkih agencija zamijenila je pojava online platformi za rezervaciju smještaja na kojima korisnici mogu ostaviti recenziju nakon boravka u smještajnom objektu te ocijeniti hotelsku uslugu i svoje iskustvo. U procesu donošenja odluke o rezervaciji hotelskog smještaja na potrošača utječu mnogi čimbenici. Jedan od bitnih čimbenika koji utječe na odabir hotelskog smještaja su mišljenja i iskustva drugih korisnika. Cilj provedenog istraživanja bio je ispitati stavove ispitanika o utjecaju negativnih recenzija na rezervaciju smještaja putem interneta. Rezultati su pokazali kako ispitanici gotovo uvijek čitaju recenzije prije rezerviranja smještaja te većinom i uvažavaju mišljenja drugih korisnika. U kontekstu negativnih recenzija ispitanici najviše uzimaju u obzir recenzije koje se odnose na čistoću i urednost hotela te vrijednost za novac. Također, istraživanje je pokazalo kako ispitanici više vrednuju pozitivne recenzije, a pri rezervaciji smještaja najveći utjecaj na konačnu odluku ima ukupna ocjena korisnika. With the development of modern communication technology, the way of doing business in tourism has changed. The former dominance of travel agencies has been replaced by the emergence of online platforms for booking accommodation where users can leave a review after a stay in the accommodation facility and evaluate the hotel service and their experience. Many factors affect the consumer in the decision- making process when booking hotel accommodation. One of the important factors influencing the choice of hotel accommodation are the opinions and experiences of other users. The aim of the study was to examine the attitudes of respondents about the impact of negative reviews on accommodation reservations online. The results showed that respondents almost always read reviews before booking accommodation and mostly respect the opinions of other users. In the context of negative reviews, respondents mostly take into account reviews related to the cleanliness and tidiness of the hotel and value for money. Also, the research showed that the respondents value positive reviews more, and when booking accommodation, the overall rating of the user has the greatest influence on the final decision.

Cilj ovog rada je opisati na koji se način odvija razvoj novog proizvoda u Hrvatskoj poštanskoj banci općenito, a kasnije i na primjeru SuperSmart HPB računa. Ovaj proizvod je Hrvatska poštanska banka razvila 2016. godine u suradnji sa domaćom tvrtkom Infinum. Razvojem ovog proizvoda banka pokazuje da prati svjetske trendove modernog doba, jer se radi o jedinstvenom bankarskom proizvodu u Hrvatskoj, sa mogućnošću besplatnog online otvaranja tekućeg računa u HPB-u u svega deset minuta, u nekoliko klikova, putem mobilnih uređaja, bez potrebe za odlaskom u poslovnicu i čekanja u poslovnici, osim radi potpisivanja ugovora pri samom kraju postupka. Proizvod je orijentiran na mlađe klijente koji koriste mobilne uređaje više od ostalih generacija. Istraživanja su pokazala da mladi klijenti, koji lakše i brže prihvaćaju otvaranje online računa putem mobilnih uređaja od ostalih generacija, preferiraju sa bankom poslovati isključivo putem mobitela, te da ne žele dolaziti u poslovnice jer im to predstavlja gubitak vremena i imaju negativno iskustvo. Nadalje, istraživanja su također pokazala da proizvod još nije u potpunosti razvijen, te da se trenutno nalazi u fazi rasta gdje banka postupno radi na tome da on postane u potpunosti digitalan, tako da klijenti prilikom online otvaranja SuperSmart HPB računa ne moraju odlaziti u banku čak niti radi potpisivanja ugovora pri samom kraju postupka, već da ga mogu potpisati elektronski putem svojih mobilnih uređaja. Također, mlađi klijenti žele da video razgovor s bankarom bude što kraći te da ne dođe do „pucanja“ veze ili kvarova prilikom obavljanja istog. Pokazalo se da pojedine greške koje se događaju prilikom testiranja proizvoda klijenti primjećuju tek kad se proizvod lansira na tržište. Kada su upoznati s karakteristikama proizvoda, oni mogu davati prijedloge i sugestije za poboljšanje njegovog razvoja. Protokom vremena, poboljšanje karakteristika proizvoda dovodi do sve masovnije upotrebe ovog suvremenog i digitalnog proizvoda koji postupno postaje trend modernog doba. The aim of this paper is to describe how the new product in the bank Hrvatska poštanska banka (HPB) has been developed in general and later also on the example of SuperSmart HPB account. This product was developed by HPB in 2016 in cooperation with a domestic company Infinum. By developing this product the bank demonstrates it follows the world trends of the modern age, because it is a unique banking product in Croatia, with the possibility of free online opening of the current account at HPB in ten minutes only, with only a few clicks, via mobile devices, without going to or waiting in the bank office, except for signing the contract at the end of the procedure. The product targets the younger clients who use mobile devices more than other generations. The research has shown that young clients, who accept the opening of the online account via mobile devices easier and quicker than the other generations, prefer to make business with the bank via mobile phones only, and they don’t want to come to the bank office because it is wasting of time for them and they have negative experience. Furthermore, the research has also shown that the product hasn’t been completely developed yet; at the moment it is in a growing phase where the bank has been gradually making this product completely digital, so that the clients during online opening the SuperSmart HPB account don’t have to go to the bank, not even for signing the contract at the end of the procedure, because they can sign it electronically via their mobile devices. Younger clients also want the video conference with the banker to be as short as possible, not to have a connection with the banker “broken” or to experience any failure during this conversation. It has been established that some errors which happen during the testing of the product have been noticed by the clients only when the product has been launched at the market. Being acquainted with the product features the clients can give suggestions and proposals for the improvement of its development. Over time the improvement of product features leads to the more massive use of this modern and digital product which has gradually become the trend of modern time.

Zeleni marketing postaje sve značajniji. Naime, zbog rastuće ekološke osviještenosti potrošača, gospodarski subjekti se sve više okreću društveno odgovornom poslovanju. Da bi u tome bili uspješni, nužno je poznavati aktivnosti zelenog marketinškog miksa ali i faze procesa donošenja odluke o kupnji. Ovim se radom donose teorijska saznanja o zelenom marketingu i ponašanju potrošača. Također, ispituje se utjecaj aktivnosti zelenog marketinškog miksa na odluku o kupnji pripadnika generacije Z. Na temelju istraživanja donose se zaključci i potiče se na provođenje detaljnijih istraživačkih aktivnosti na ovom području. Green marketing is becoming increasingly important. Namely, due to the growing environmental awareness of consumers, economic entities are increasingly turning to socially responsible business. In order to be successful, knowing the activities of the green marketing mix and stages of the decision-making process is crucial. This paper provides theoretical knowledge about green marketing and consumer behavior. Also, the impact of the activities of the green marketing mix on the Generation Z's purchase decision is examined. Based on the research, conclusions are drawn and more detailed research activities in this area are encouraged.

Cilj: Glavni cilj završnog rada je bio prikazati razvoj ruralnog turizma na temu razvoj ruralnog turizma u Imotskoj krajini, odnosno stanje i mogućnosti razvoja ruralnog turizma te probleme koji se javljaju. Metode i ispitanici: Prilikom izrade završnog rada koristile su se različite web stranice te znanstveni radovi. Također je provedeno istraživanje na terenu na temu „razvoj ruralnog turizma u Imotskoj krajini“. Istraživanje putem anketnog upitnika provedeno je da bi se saznalo mišljenje lokalnog stanovništva o različitim aspektima razvoja ruralnog turizma u Imotskoj krajini. Sudjelovalo je 96 ispitanika muškog i ženskog spola. Može se zaključiti da je za sada najrazvijeniji seoski turizam. Lokalno stanovništvo smatra da turizam može imati veliku ulogu u budućem gospodarskom razvoju Imotske krajine i pozitivno percipira sve što je povezano s turizmom. Objective: The main objective of the final paper was to present the development of rural tourism in the region Imotski, the state and possibilities of rural tourism development and problems that arise. Methods and respondents: During the preparation of the final paper, various websites and scientific papers were used. A short field research on "development of rural tourism in Imotski" was also conducted. The research refers to a survey to find out the opinion of the local population on various aspects of the development of rural tourism in the region of Imotski; 96 male and female respondents participated. It can be concluded that the rural tourism is the most developed for now. The local population believes that tourism can play a major role in the future economic development of region of the region of Imotski and positively perceives everything related to tourism.

Razvoj društvenih mreža doprinio je širenju usmene riječi na Internetu te pružio mogućnost potrošačima da se uključe u marketinške procese. S druge strane, otvorio je put ka razvoju novog oblika – influencer marketinga. Zbog sposobnosti utjecaja na potrošače, ali i već stvorenoj bazi sljedbenika, tvrtke surađuju s influencerima kako bi lakše doprli do ciljnog tržišta. Temeljni cilj ovoga rada bio je utvrđivanje utjecaja influencera na potrošače prilikom kupnje kozmetičkih proizvoda te aspekata koji utječu na potrošačevu percepciju vjerodostojnosti influencera. Istraživanjem provedenim anketnim upitnikom na uzorku od 113 ispitanika utvrđeno je da influenceri imaju utjecaja na potrošače u kupovnom procesu. Pritom najviše utječu na potrošače prilikom pretraživanja informacija, dok je najmanji utjecaj zabilježen u fazi vrednovanja alternativa. U oba slučaja, utjecaj je povezan s razinom ispitanikova povjerenja u influencere. Utjecaj na spoznaju ispitanika da trebaju neki proizvod nakon što su ga vidjeli na profilu influencera najveći je kod dijela ispitanika koji u najvećoj mjeri koristi Instagram. Konačno, iako nije značajno izražen, zabilježen je i utjecaj influencera na odluku o kupnji. Također, istraživanje je utvrdilo da će potrošači radije podijeliti nezadovoljstvo, nego zadovoljstvo proizvodom kojeg su kupili temeljem preporuke influencera. U konačnici, kako bi influenceri stekli povjerenje potrošača, važno je da budu stručni te da koriste proizvode koje promoviraju. Uz to, većina ispitanika smatra influencere manje vjerodostojnima ukoliko su plaćeni za proizvode koje promoviraju. The development of social networks has contributed to the spread of word of mouth on the Internet and provided an opportunity for consumers to get involved in marketing processes. On the other hand, it paved the way for the development of a new form of marketing – influencer marketing. Due to already existing base of followers and the ability to influence them, companies work with influencers to reach their target market more easily. The fundamental goal of this paper was to determine the impact of influencers on consumers when purchasing cosmetic products, and aspects that affect consumer perception of the credibility of influencer. A survey conducted by a survey questionnaire on a sample of 113 respondents found that influencers have an impact on consumer's decision-making process. They have the greatest impact on consumers when searching for information, while the least impact is recorded in their consideration of options. In both cases, the impact is related to the respondent's level of trust in influencers. The influence on the respondents' product cognition need after seeing it on the influencer's profile is greatest among the respondents who are most active on Instagram. Finally, although not significantly pronounced, the influence of influencers on purchases was also noted. Also, the survey found that consumers would rather share dissatisfaction than satisfaction with a product they bought based on an influencer’s recommendation. Ultimately, in order for influencers to gain consumer confidence, it is important that they use the product and that they are experts in the field of the product they are promoting. In addition, most respondents consider influencers less credible if they are paid for the products they promote.

U radu se postavlja teoretski okvir u kojem se objašnjava fenomen društvenih mreža, analizira pojam influencera i influencer marketinga, novog područja marketinga nastalog pod djelovanjem pripadnika Generacije Z, prve digitalne generacije odrasle uz internet i tehnologiju te se istražuje uključenost influencer marketinga u društveno odgovorno poslovanje tvrtki, koje naglasak svog poslovanja stavljaju na održivi razvoj i zeleni marketing. Zatim je u praktičnom dijelu rada provedeno istraživanje na terenu, na prigodnom uzorku od 167 mladih osoba, pretežno studentske populacije, a na temu utjecaja influencera na ekološku osviještenost. Temeljem odgovora ispitanika na 22 postavljena pitanja, izvedeni su zaključci i doneseno je mišljenje o utjecaju influencera na mlade putem društvenih mreža po pitanju ekološke osviještenosti. The paper sets out a theoretical framework in which the phenomenon of social networks is clarified, the concept of influencer and influencer marketing is explained which represent new areas of marketing created under the influence of Generation Z, the first digital generation that grew up with the Internet and technology and explores the involvement of influencer marketing in corporate social responsibility, which place the emphasis of their business on sustainable development and green marketing. Then, in the practical part of the paper, a field research was conducted, based on convenience sample consisting of 167 young people, mostly students, exploring the impact of influencers on environmental awareness. Based on the respondents' answers to 22 questions, conclusions were drawn and an opinion was made regarding the impact of influencers on young people through social networks on the issue of environmental awareness.

Prilagodba fitness industrije društvenim mrežama rezultirala je stvaranjem online fitness trenera koji se danas nazivaju fitness influenceri. Predmet ovog rada je utvrđivanje utjecaja fitness influencera na pojedine životne navike osoba koje ih prate na društvenim mrežama u RH. Istraživanje je provedeno putem anketnog upitnika na uzorku od 129 ispitanika. Rezultati istraživanja pokazuju kako fitness influenceri utječu na uključivanje pratitelja u sportske aktivnosti kao i na konzumiranje zdrave prehrane. Također, pratitelji su skloni kupovati sportske proizvode i usluge koje promoviraju influenceri, s time da makro influenceri nemaju na njih veći utjecaj od mikro influencera. Fitness industry adjustement to social media has resulted in the creation of online fitness trainers who are called fitness influencers. The subject of this paper is to determine how fitness influencers affect certain life habits of people who follow them on social media in the Republic of Croatia. The research was conducted by the use of survey questionnaire. Sample consisted of 129 respondents. The results of the research show that fitness influencers do affect the involvement of followers in sports activities as well as the consumption of a healthy food. Also, followers tend to buy sports products and services promoted by influencers, with macro influencers not having a greater impact than micro influencers.

U ovom završnom radu prikazan je marketing u sportu na primjeru Formule 1. Istraženi su problemi financiranja momčadi i općenito sporta te način na koji se privlači pozornost gledatelja, sponzora i ostalih relevantnih strana za sport. Provedena je analiza ključnih elemenata marketinškog miksa kojom upravlja FOM (Formula One Management) te analiza poslovnih i marketinških strategija koje momčadi i FOM provode u svrhu poboljšanja sporta ili utjecanja na njegovu održivost. Drugo poglavlje bavi se poimanjem i značenjem marketinga te marketingom u sportu. U trećem poglavlju opisane su specifičnosti koje čine sport jedinstvenim, ravnoteža tradicionalnih i novih lokacija te momčadi i njihove karakteristike. Sljedeće poglavlje se osvrće na promociju i kvalitetu komunikacije i promociju između sudionika sporta i navijača, putem televizije i interneta. Posljednja dva poglavlja analiziraju odluke koje poboljšavaju stanje u momčadima, bilo direktno putem raznih sponzorstva ili indirektno razvojem tehnologije koja je primjenjiva u srodnim industrijama. In this thesis sports marketing is presented focusing on the case of Formula 1. Phenomena like team financing, sports financing in general and the methodology of creating value for fans, sponsors and other parties were the focal point of the thesis. An analysis of the key elements of the marketing mix controlled by FOM (Formula One Management) was conducted, together with the analysis of business and marketing strategies employed by F1 teams and FOM in order to improve the sport or have an impact on its sustainability. The second chapter presents already established knowledge in marketing and sports marketing. In the third chapter intricacies such as event locations, teams and their characteristics, and general uniqueness of the sport are examined. The following chapter is a revision of various decisions and strategies used in the sphere of promotion (via TV, Internet, etc.) in order to create value for fans. The final two chapters explore various sponsorships and business strategies employed by the teams in order to directly or indirectly benefit from them.

Područje ponašanja potrošača obuhvaća mnoge teme, a između ostalog istražuje procese koji uključuju odabir, kupnju, korištenje ili pak prestanak korištenja proizvoda, ideja ili iskustava kako bi potrošači zadovoljili svoje potrebe i želje. Fokusirajući se na odluke u kupnji moguće je opisati nekoliko bitnih čimbenika među kojima su od posebne važnosti situacijski, društveni, osobni čimbenici i psihološki procesi kupaca. Kod osobnih čimbenika dolazi se do pojma percepcije kojom se odabiru, organiziraju i interpretiraju podražaji. Kada se percepcija poveže sa nesigurnošću koja je koherentna s budućim ishodom ili događajem, odnosno rizikom, dolazi se do pojma percipiranog rizika. Percipirani rizik se odnosi na nesigurnost koja se pojavljuje u procesu kupnje, a može se raščlaniti na više vrsta. Klasična dioba se svodi na funkcionalni rizik, fizički, financijski, društveni, psihološki i vremenski rizik. U sferi on-line kupovine percipirani rizik nailazi na još koju inačicu koja se prilagođava svom vremenu kao npr. rizik dostave i informacijska sigurnost. Rezultat postojanja toliko nesigurnosti u on-line kupovini, usprkos njenim prednostima, je kanal prodaje kojeg karakterizira nemogućnost bilo kakvog osjeta proizvoda te nemogućnost interakcije licem-u-lice. Field that studies consumer behavior consists of many topics. Among others it explores processes that include choice, purchase, using or, on the other hand, not using a product, ideas or experiences, all how the consumers could fulfill their needs and wishes. Focusing on the choices in purchasing it is possible to highlight several of them that are of great importance: situational, social, personal and psychological factor. With regards to personal factors, perception plays and important role. When the perception is associated with the uncertainty of future outcome or event, therefore risk, the term perceived risk is established. Perceived risk refers to an uncertainty that appears in the purchasing process and it can be divided into categories. Typical categorization includes product risk, physical, social, psychological and time risk. When it comes to on-line purchasing, perceived risk includes at least two more types of risk: delivery risk and information security. The result of so many doubts in online shopping, despite its advantages, comes from the retail channel that is characterized by the impossibility to feel and touch a product and the lack of face-to-face interaction.