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

A crisis is a period of business in which a problematic turning point is marked and is most related to the need for crucial decisions and changes. Crisis management is emerging as a critical factor in the crisis management process. A crisis occurs quickly: in some cases, it can be predicted and in most of them, however, it cannot. The critical task of crisis management is to devise a plan as soon as possible and start acting through the stages of recovery from the crisis. Today, in contemporary society, crises take on a whole new form. These are no longer typical local ones, but they seem to turn into global crises. Crisis management must adapt to emerging situations in its response to issues that transcend regional boundaries. Therefore, an essential step in this process is establishing a correlation between the firm’s external and internal crisis factors. The paper uses the case study method to analyse the success of certain companies in times of crisis. Fast and successful adaptation to the new situation seemed to be crucial. During the crisis, the emphasis is placed on internal and external communication. Many crisis managers have succeeded in overcoming the crisis since they have perceived it as a business opportunity. They have grown by raising business to a more efficient and practical level and by making critical changes at the right time. Most importantly, they have gained important information that will serve them in future crises.

The company may consider that it has the best products on the market, with the best and fastest performance, the highest quality and the best price, but this does not necessarily mean that this product will also be the first choice of customers. What this product represents through the brand must be reflected in the minds of customers. It is the customer whose opinion determines the value of the product, and at the same time the value of the brand itself. Luxury fashion products and luxury brands are the subject of desire of many customers and their possession gives a sense of prestige, exclusivity and uniqueness. In addition to the financial value of the brand, increasing importance is attached to the market value of the brand. This paper presents Aaker's approach to measuring the market value of a brand in the segment of luxury fashion products, namely handbags. The paper sought to prove the link between the market value of selected brands and the ranking of brands on Interbrand's list of the most successful brands. The primary research was conducted using an on-line questionnaire. The research was conducted on a sample of 160 respondents who are fans of fashion, luxury products and specifically luxury handbags. The research results proved the positive connection between the market value of the observed brands and their position on the scale of the globally most successful brands.

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

Rast konkurencije u hotelskom poslovanju nametnuo je drugačije pristupe u upravljanju hotelskim operacijama i procesima. Logistika u hotelskom poslovanju kao svekolika podrška svim aktivnostima koje podrazumijeva integrirani hotelski proizvod prerasla je u jednu od ključnih platformi jačanja konkurentnosti, diferencijacije hotelskih proizvoda i usluga i optimizacije. Autori su temeljem konzultantske prakse u hotelskom sektoru istu povezali s recentnom teorijom i nalazima vlastitih istraživanja te predstavili primjenjive operativne, taktičke i strateške smjernice u logističkim aktivnostima upravljanju hotelskom nabavom, prodajom, načinima korištenja business intellignece alata u hotelskom poslovanju, praćenja i istraživanja turističkih tržišta te promocijom hotela. U knjizi su predstavljena aktualna međunarodna iskustva te dobra praksa projekata na kojima su autori bili angažirani ili su proveli određena istraživanja. Knjiga predstavlja nadogradnju objavljenih Istraživanja tržišta za turističke subjekte (Šerić, Jurišić, 2014) i Upravljanja marketingom hotela (Šerić, Jakšić Stojanović, Jerkunica, 2019). Materija u knjizi je razrađena kroz 7 poglavlja i 25 pod poglavlja u kojima autori logičnim slijedom povezuju teoriju s dobro međunarodnom i domaćom praksom vrednujući materiju i temeljem nalaza vlastitih istraživanja. Ovo je prvo djelo na hrvatskom jeziku koje obrađuje logistiku hotelskog poslovanja. Knjiga je praktična za samostalnu edukaciju, a posebno će koristiti menadžerima hotela, srednje i vrhovne razine. U knjizi su predstavljeni mnogi alati kojima se može ocijeniti efikasnost postojećih logističkih aktivnosti u nabavi, prodaji, promociji i drugim područjima hotelskog poslovanja. Pored toga u knjizi su date konkretne smjernice prema kojima se može samostalno oblikovati marketinški informacijski sustav , kao i efikasan prodajno promotivni sustav putem za tu svrhu namijenjenih portala na Internetu. Predstavljena materija je iskoristiva za smanjenje troškova, rast godišnje popunjenosti i rast lojalnosti gostiju za sve hotele, bez obzira na veličinu smještajnih kapaciteta, kategorizaciju i sadržajni kontekst. Unapređivanjem postojećih i implementacijom u knjizi predstavljenih novih logističkih aktivnosti hotelski subjekt će povećati godišnju popunjenost, sniziti udio troškova u godišnjem prihodu, povećati zaradu i brojnosti lojalnih gostiju. Dovoljno razloga da detaljno pročitate knjigu.

Mnoge naše svakodnevne akcije dio su studije o ponašanju potrošača. Da bi razumjele ponašanje potrošača, tvrtke moraju znati zašto su kupci nešto kupili i što ih je potaknulo na kupnju. Također, moraju znati koji se trendovi razvijaju u društvu i time prilagođavati svoju ponudu. Jedan od glavnih čimbenika koji utječe na ponašanje potrošača je tehnologija čiji će se utjecaj obraditi u ovom radu.

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

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

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

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

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

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

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

The present retail industry is dependent on numerous factors. Unfortunately, we are witnessing great struggles for both the domestic and foreign retail companies. Cumbersome companies, failing to heed the market demands and changes can no longer function. Their time has passed, with new, younger companies entering the market, ones responsive to the newly arisen needs. In sharp contrast with the previous business tactics and strategies, with the dominating position of retail companies guaranteed by offering bulk products, low prices and huge assortment, the situation has changed significantly. The retail companies need to understand customer behaviour and buyer motivation. Lifestyle, digitization, urbanisation and other life shifts influence the changing strategies of retail’s top management. A single generation imposed itself on the entire retail industry, significantly altering the buyer’s decision process and behaviour, thus prompting the retail companies into change. This generation is called the millennials, people born between mid-1980’s and early 2000’s. Their influence is evident in all the facets of life, with the brunt of the impact yet to follow. It is predicted that the millenials will become the biggest consumers in history, therefore the interest in them and their preferences is quite understandable, especially for the retail companies and the manufacturers. The goal of this paper is to research the extent of the millenials’ influence on the retail companies and their future business strategies, as well as the overall impact on lifestyles held by the rest of the populace. Throughout the paper, previous research results will be analysed and the lifestyle of the millennials scrutinized. General opinion with regard to millennials is that they are highly educated, quite career-driven and ambitious, politically active and, which is most important for the paper, loyal to a particular brand. The term itself was coined in the U.S., however, their European counterparts have arisen, with similar characteristics and a distinctiveness which will be carefully examined in the paper. The previous research dealing with the millenials indicates they have a unique lifestyle, one quite differing from those of previous generations, including a particular outlook on life and a peculiar buying decision processes. The marketing practice that once was, simply does not suffice when millennials are concerned, with the classic advertising campaigns using magazines and TV simply not reaching this particular demographic. The millennials tend to believe in real experiences of previous users, something easily verifiable via Internet and social networks. It was this manner of operating that ushered a whole array of new business concepts, which toppled and changed entire industries. The research dealing with the millennials’ lifestyle indicates that they are a force to be reckoned with and adapting a new business style is a necessity. The retail companies must not fall in the trap of the increasingly eldering populace and make business plans based on solely that particular demographic, a state of affairs especially indicative of Europe. Unfortunately, the economic influence of retail companies diminishes as time passes, with millennials simultaneously experiencing the increase of purchasing power with each passing year. The importance of this paper is in its suggestive influence, a proposition for the retail companies to heed the millennial demographic, scrutinising their behavioural patterns and preferences, the only way retail companies can reasonably expect a long-term growth and survival on the unstable retail market.

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

Dječji seks turizam danas predstavlja jednu od najtamnijih strana međunarodnog turizma. Usprkos činjenici da dječji seks turizam predstavlja teško kršenje Konvencije o pravima djeteta ovaj oblik turizma posljednjih godina poprima zabrinjavajuće razmjere. Prema procjenama Fonda Ujedinjenih naroda za djecu (UNICEF) oko dva milijuna djece su uključene u ovaj oblik seksualnog iskorištavanja svake godine. Istovremeno, prihod od dječjeg seks turizma procjenjuje se na oko dvadeset milijardi dolara godišnje. S obzirom da se predviđa da će broj međunarodnih turista sa sadašnjih 1, 1 milijarde narasti do 2030. na 1, 8 milijardi, za očekivati je da će taj porast utjecati i na daljnje povećanje broja žrtava dječjeg seks turizma. Nažalost postojeća rješenja u nacionalnim pravnim porecima, kao i u međunarodnopravnom poretku, pokazala su se nedovoljnima u borbi protiv dječjeg seks turizma. Upravo stoga, svrha ovog rada je izvršiti pregled postojećih međunarodnopravnih rješenja koja se koriste u borbi protiv dječjeg seks turizma, detektirati njihove nedostake, ali i predložiti njihova poboljšanja.

Volontiranje je sudjelovanje pojedinaca i grupa koji uz adekvatnu selekciju i pripremu pružaju usluge određenoj populaciji na dobrovoljnoj osnovi. Zasnovan je na idejama samopomoći, uzajamne pomoći i filantropizma. Volonteri su neprofesionalci, ali 566 uz dobru selekciju, pripremu i nadzor mogu postići zavidan stupanj profesionalne osposobljenosti. U skoro svim državama volonterizam je prisutan na visokom nivou i svaki dan sve više ljudi primjećuje potrebu da svojim obolom doprinosi zajednici u raznim segmentima društvenog života. Volontiranje na velikim sportskim događajima značajno doprinosi fenomenu volonterskog servisa na globalnoj razini. Organizatori sportskih manifestacija angažiraju godišnje na dobrovoljnoj osnovi više tisuća volontera koji imaju značajne uloge u odvijanju manifestacija i nose veliki broj različitih i specifičnih zaduženja. Cilj ovog rada je ukazati na značaj sudjelovanja volontera u sportu i sportskim događajima.

Volunteering is the participation of individuals and groups with the proper selection and preparation provide services to a certain population, on a voluntary basis. It is based on the ideas of self-help, mutual aid and philanthropy. Volunteers are nonprofessionals but with a good selection, preparation and supervision can achieve a high level of professional competence. In almost all countries, volunteering is present at a high level, and every day more and more people acknowledge the need for their contribution to contribute to the community in various aspects of social life. Volunteering at major sporting events contributes significantly to the phenomenon of voluntary service on a global basis. The organizers of sporting events per year involve voluntary thousands of volunteers who have significant roles in the unfolding of events and carry a number of different and specific responsibilities. The aim of this paper is to highlight the importance of the participation of volunteers in sport and sporting events.

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

Prema Zakonu o platnom prometu u zemlji (Nar. nov., br. 117/01.) plaćanja između sudionika u platnom prometu obavljaju se bezgotovinskim, gotovinskim i obračunskim putem. Pod obračunskim se plaćanjem razumijeva namirivanje međusobnih novčanih obveza između sudionika bez uporabe novca a obavlja se kompenzacijom, cesijom, asignacijom, preuzimanjem duga i drugim oblicima međusobnih namirivanja obveza i potraživanja. Poslovni subjekt ne može obavljati obračunsko plaćanje ako na računu za redovno poslovanje ima evidentirane nenamirene dospjele obveze (blokiran žiro-račun), dok vjerovnik tog odnosa nije pod tim ograničenjem. Kroz rad se prezentiraju osnovni modeli obračunskih plaćanja i instrumenti osiguranja naplate, kao i problemi njihove primjene.

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

Cilj ovog završnog rada, sa teorijske strane, jest prikazati faze životnog vijeka proizvoda te strategije koje se koriste u svakoj od faza. Životni vijek se sastoji od četiri glave faze, to su faza uvođenja, faza rasta, faza zrelosti i faza opadanja. U svakoj fazi životnog vijeka proizvoda tvrtka se mora koristiti određenim strategijama kako bi proizvod imao što duži životni vijek te kako bi tvrtka uspjela ostvariti što veću dobit. Kroz životni vijek proizvoda tvrtka se suočava sa velikim brojem prilika, ali i prijetnji iz okoline. Dobra marketinška strategija je da se nastoji prepoznati prilike i iskoristiti ih, te izbjeći prijetnje ili se barem pripremiti na njih. U praktičnom dijelu rada obrađen je primjer tvrtke Ledo d.o.o. na način da su prikazane strategije korištene u svakoj od faza životnog vijeka Ledo proizvoda., The goal of this final paper, from the theoretical side, was to show the phases of the product life cycle and the strategies used in each of the phases. The life span consists of four main phases, namely the introduction phase, the growth phase, the maturity phase and the decline phase. At each stage of the life cycle, the company must use certain strategies in order for the product to have as long a life as possible and for the company to achieve the highest possible profit. Throughout the life of the product, the company faces a large number of opportunities, but also threats from the environment. A good marketing strategy is to try to recognize opportunities and take advantage of them, and avoid threats or at least prepare for them. In the practical part of the work, the example of the company Ledo d.o.o. was processed. in such a way that the strategies used in each phase of the Ledo product life cycle are presented.

Načela borbenog vodstva, kao što su „ekstremno vlasništvo,“ povjerenje i jasna komunikacija, mogu se primijeniti na poslovno upravljanje s ciljem poboljšanja izvedbe i postizanja boljih poslovnih rezlutata. Pod pojmom „ekstremno vlasništvo“ podrazumijeva se preuzimanje pune odgovornosti za vlastite postupke i odluke bez tendencije za okrivljavanje drugih osoba ili vanjskih faktora za vlastite neuspjehe. Povjerenje je bitno za izgradnju učinkovitih odnosa unutar timova i poticanje odgovornosti među članovima tima. Jasna komunikacija pomaže članovima tima razumjeti njihove uloge i osobne odgovornosti, te omogućuje učinkovito delegiranje zadataka i donošenje odluka. Provedeno empirijsko istraživanje pokazuje kako su principi borbenog vodstva univerzalno primjenjivi principi vodstva na sve vrste organizacija, te da implementacijom navedenih principa poslovno vođenje može biti znatno učinkovitije u današnjem nepredvidljivom i neizvjesnom okruženju., The principles of combative leadership, such as "extreme ownership", trust and clear communication, can be applied to business management to improve performance and achieve better results. The term "extreme ownership" means taking full responsibility for one's own actions and decisions without the tendency to blame other people or external factors for one's own failures. Trust is essential for building effective relationships within teams and fostering accountability among team members. Clear communication helps team members understand their roles and personal responsibilities, and enables effective delegation of tasks and decision making. The conducted empirical research shows that the principles of combat leadership are universally applicable leadership principles to all types of organizations, and that by implementing these principles, business management can be significantly more effective in today's unpredictable and uncertain environment.

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

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

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

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

S obzirom da se nabava često poistovjećuje s kupovinom, a proteklih par godina čak i s distribucijom i logistikom, jako je važno imati stručnjake koji će analizirati, procijeniti i inicirati nabavu sredstava za određene kupce, a da bi bili uspješni u tome moraju stalno proučavati tržište. HoReCa, skraćenica od hotela, restorana i kafića, označava kanal distribucije i logistike koji je usredotočen na djelovanje ugostiteljstva u turizmu i nekim drugim segmentima poslovanja istog. HoReCa djelatnosti uključuju svakodnevne aktivnosti svojih kupaca vezane za narudžbu, isporuku ili čak obradu prehrambenih proizvoda, kao i robu široke potrošnje kao što su posuđe, inventar restorana ili kafića. U ovom radu opisuju se proces nabave i subjekti nabave u kanalima distribucije te se analizira HoReca grupa sa svojim financijskim izvještajima za 2020. i 2021. godinu., The fact that procurement is often equated with purchasing, and in the past few years even with logistics and supply, it is very important to have experts who will analyze, evaluate and initiate the procurement of funds for certain customers, and to be successful in this they must constantly study the market. HoReCa, short for hotel, restaurant and cafe, denotes distribution and logistics channel that is focused on the hospitality industry in tourism and some other segments of its business. HoReCa activities include daily activities of its customers related to the ordering, delivery or even processing of food products, as well as consumer goods such as tableware, restaurant or cafe inventory. This paper describes procurement process and procurement entities in the distribution channels and it analyzes HoReca group with its financial reports for 2020. and 2021.

Ambalaža je sredstvo u koje se stavlja proizvod radi čuvanja tijekom transporta, skladištenja, prodaje, rukovanja i uporabe. Zbog njezine kratkotrajne uporabe, najveći dio iste redovito stvara otpad koji se mora reciklirati. Cilj ovog završnog rada bio je odrediti kako ekološka ambalaža utječe na generaciju Z (mlađu popula ciju rođenu u razdoblju od 1995. do 2010. godine), odnosno njihovu odluku o kupnji proizvoda pakiranih u ekološku ambalažu. Isto tako, bilo je važno spoznati koliko su mlađe generacije ekološki osviještene i koliko su zadovoljne ekološkom ambalažom, a to je u radu prikazano u rezultatima ostvarenim putem primarnog istraživanja uz pomoć anketnog upitnika. Nadalje, u radu su prikazani i najnoviji materijali te trendovi na području ekološke ambalaže prilikom izrade ambalaže, odabira materijala koji je pogodan za uporabu i okoliš te su navedeni, manje poznati, novi, ekološki materijali., Packaging is the medium in which the product is placed for preservation during transport, storage, sale, handling and use. Due to its short-term use, most of it usually creates waste that must be recycled. The aim of this final paper was to determine how ecological packaging affects generation Z (the younger population born in the period from 1995 to 2010), that is, their decision to purchase products packaged in ecological packaging. Equally, it was important to find out how ecologically aware the younger generations are and how satisfied they are with ecological packaging, and this is shown in the paper in the results achieved through primary research with the help of a survey questionnaire. Furthermore, the paper presents the latest materials and trends in the field of ecological packaging when making packaging, choosing materials that are suitable for use and the environment, and also mentions less known, new, ecological materials.

Cilj završnog rada bio je na praktičnom primjeru poduzeća Naprijed d.o.o. prikazati načine istraživanja tržišta u svrhu razvoja novog proizvoda. Predmet rada bio je teorijski pojasniti tehnike istraživanja tržišta prilikom razvoja novog proizvoda. U empirijskom dijelu rada prikazane su tehnike istraživanja tržišta koje primjenjuje poduzeće Naprijed d.o.o. te anketni upitnik o interesu kupaca za postojeće proizvode na tržištu. Provedenim istraživanjem je utvrđen način prikupljanja ideja za razvoja novih proizvoda. Anketni upitnik pokazao je da kupci najviše cijene jednostavan i moderan dizaj proizvoda. Objasnit će se odnos teorijskog i emprijskog dijela rada i njihova povezanost s ciljem razvoja novog proizvoda., The aim of the final paper is to show market research for the purpose of developing a new product using the practical example of Naprijed d.o.o. The subject of the paper is to theoretically clarify market research techniques during the development of a new product. In the empirical part of the work, market research techniques applied by the company Naprijed d.o.o. and a survey questionnaire on customer interest in existing products on the market. The conducted research determined the way of doing business and developing new products. The survey questionnaire showed that customers value the simple and modern design of the product the most. It will explain the relationship between the theoretical and empirical part of the work and their connection with the goal of developing a new product.

Prodaja na daljinu je oblik prodaje u kojemu se proizvode ili usluge potrošačima nudi putem sredstava za daljinsku komunikaciju. Prodaja robe putem kataloga, televizije, interneta, prospekata, reklama naziva se prodaja robe na daljinu. Reklamiranje robe za prodaju na daljinu odvija se putem radio stanica, tiska, telefonom ili preko televizijski reklama. Prodaja na daljinu je daljinska komunikacija u kojoj za vrijeme reklamiranja, pregovora, sklapanja ugovora i dostave ne dolazi do istodobne fizičke prisutnosti prodavača i prodavača. Prodaja na daljinu omogućila je lakšu i bržu prodaju te njen nagli porast je krenuo pojavom interneta te u doba pandemije. Mnoga poduzeća razvijaju svoj posao putem prodaje na daljinu, neke od njih su Amazon.com i Studio Moderna koji su navedeni u radu te putem njihovog poslovanja uočljiv je značaj prodaje na daljinu., Long-distance sale is a form of selling which is characterized by offering products or services via remote communication. TV, catalogues, the internet, flyers or commercials are all forms of long-distance sales. The customer and the salesman do not encounter physically during advertising, negotiation, contract signing or delivery in this form of selling. The aforementioned form has simplified and accelerated the rate at which sales are made, marked by the sudden increase in pandemic-related internet usage. Many companies, such as Amazon or Studio Moderna, develop their bussiness using long-distance sales, as can be seen in the paper.

Otvoreni postupak u javnoj nabavi je jedan od najčešće korištenih postupaka te je glavni cilj ovoga rada njegova analiza. Javna nabava je veoma važan segment svakog gospodarstva budući da sustav javne nabave mora osigurati racionalno trošenje novca poreznih obveznika. Glavna značajka otvorenog postupka jest da u njemu svaki zainteresirani subjekt može dostaviti ponudu u roku za dostavu ponuda. Analizom procesa javne nabave na primjeru tvrtke Zračna luka Split d.o.o. je utvrđeno da je najčešće korišteni postupak javne nabave upravo otvoreni. Nadalje, vidljivo je da tvrtka već dugi niz godina vrlo uspješno i u skladu sa zakonom provodi postupke javne nabave. Bitno je naglasiti da su svi postupci javni i svima dostupni, na taj način se u potpunosti poštuju načela javne nabave., The open procedure in public procurement is one of the most use procedure so the main goal of this final paper is to analize it.The public procurement is a very important segmentof every economy as the public procurement system must ensure the rational use of taxpayers' money. The main feature of the open procedure is that any interested entity can submit a bid within the deadline for submission of bids. The analysis of the public procurement process on the example of the company Zračna luka Split d.o.o. showed that the most frequently used public procurement procedure is just aforementioned openedprocedure. Furthermore, it is evident that the company very successfully and in accordance with the law conducts public procurement procedures. It is important to emphasize that all procedures are public and accessible to all, this fully respecting the principles of public procurement.

Turistički prostor je atrakcija koja privlači turiste, a iskorištavanjem istog gdje dolazi do svakodnevnih susreta turističke ponude i potražnje oblikuje se turistička destinacija. Glavni cilj rada bio je prikazati stanje turističkog prostora Slavonije i Baranje kroz SWOT analizu. No, prije same analize u radu su istaknute opće karakteristike prostora. Detaljno se prikazao prostor koji regija obuhvaća te stanje njenih županija u turističkim okvirima. Statistika se odnosi na broj noćenja i dolazaka domaćih te stranih gostiju. Provedbom SWOT analize istaknule su se brojne snage i prilike koje turistički prostor Slavonije i Baranje posjeduje i treba iskoristiti. Dakako, nisu eliminirane slabosti i prijetnje što otežavaju napredak, ali potencijali s kojim Slavonija i Baranja raspolažu su nemjerljivi. Prva asocijacija na spomen turističkog putovanja u Slavoniju i Baranju jest mirni vikend odmor u obiteljskoj kući. Što nije loše, dapače, no ovaj turistički prostor može puno više ponuditi. Uspoređujući se s drugim Hrvatskim regijama srdačnost i autentičnost u pružanju usluga temelj je Slavonije i Baranje, a na to treba nadograditi sve ostale proizvode koji mogu pridonijeti daljnjem razvoju., The tourist area is the place that attracts tourists and by exploiting the same area (where the meeting of tourist offers and demand occurs every day) the touristic destination takes shape. The main goal of the paper is to show the state of Slavonia and Baranja are shown. The area that the region encompasses and the state of its counties in the touristic frameworks were shown in detail. Statistics refer to the number of domestic and foreign guests' arrivals and overn ight stays. By carrying out the SWOT analysis many strengths and opportunities that touristic areas of Slavonia and Baranja have and need to utilize were shown. However, the weaknesses and threats that make progress difficult were not eliminated, nevertheless, the potential with which Slavonia and Baranja manage are immeasurable. The first association when it comes to touristic travel to Slavonia and Baranja is the quiet weekend vacation in the family house. That is not bad at all, but this tourist area can offer a lot more. In comparison to other Croatian regions, cordiality, and authenticity in providing services are the foundation of Slavonia and Baranja. And on those two factors, it is necessary to build all other products that can improve further development.

Ponašanje generacija i njihovi društveni čimbenici razlikuju se po mnogim karakteristikama koji utječu na njihovo ponašanje i život. Svaka generacija ima svoje karakteristike, na njih su utjecale i još uvijek utječu promjene koje se svakodnevno događaju u svijetu. Navedene generacije su različitim promjenama utjecaje na mijenjanje svijeta. Sastavni dio života obje generacije obilježila je tehnologija te se mogu ponositi raznim sposobnostima i prednostima koje su stekli u suvremenom tehnološkom načinu življenja. Iako mnogi vjeruju da su milenijalci i zoomeri izuzetno različiti, njihove sličnosti ih čine drugačijima od ostalih gener acija te na poseban i unikatan način su konkurencija za sve što se nekad, u nazad nekoliko godina smatralo uobičajenim. Glavna svrha ovog završnog rada je uvid u njihove stavove, obilježja i vrijednosti te promatranje okoline u kojoj pripadnici generacija odrastaju., The behavior of generations and their social factors differ in many characteristics that influence on their behavor and life. Each generation has it's own characteristics, they were influenced and are still influenced by the changes that are happening in the world every day. The mentioned generations have influenced the changing of the world through various changes. An integral parto f the lives of both generations was marked by technology, and they can be proud of the various abilities and advantages they acquired in the modern technological way of life. Although, many believe taht millennials and zoomers are extremely different, their similarities make them different from other generations and in a specail and unique way they are competition for everything that was once, a few years ago, considered normal. The main purpose of this final paper is to gain insight into their attitudes, characteristic and values, as well as observing the environment in which members of the generation grow up.

Razvoj mobilnih telefona i tehnologija uključuje dugu povijest inovacije i napretka koji su se pojavili zbog dinamičnih promjena u potrebama i preferensama potrošača. Mobilni telefoni imali su jednu od najbržih stopa usvajanja u kućanstvima od bilo koje tehnologije u modernoj povijesti svijeta. Danas su oni postali sastavni dio ljudskog svakodnevnog života i osobne komunikacije diljem svijeta. Na trenutnom visoko konkurentnom tržištu mobilnih telefona, proizvođači se neprestano bore da pronađu dodatnu konkurentsku prednost i elemente razlikovanja kako bi uvjerili potrošače da odaberu njihovu marku umjesto konkurentske. Potrošači mobilnih telefona širom svijeta su pod velikim utjecajem različitih čimbenika koji utječu na odluku o kupnji mobitela. Ovi čimbenici mogu biti povezani s karakteristikama potrošača ili značajkama povezanih s mobilnim telefonima, što je dovelo do toga da tvrtke koje se bave mobilnim telefonima osmisle razne proizvode različitih marki i značajki., The development of mobile phones and technology includes a long history of innovation and advancements that have emerged due to dynamic changes in consumer needs and preferences. Mobile phones have had one of the fastest rates of household adoption of any technology in modern world history. Today, they have become an integral part of human daily life and personal communication around the world. In today's highly competitive mobile phone market, manufacturers are constantly struggling to find additional competitive advantage and differentiating elements to convince consumers to choose their brand over a competitor's. Mobile phone consumers around the world are highly influenced by various factors that influence the decision to purchase a mobile phone. These factors may be related to consumer 3 characteristics or features associated with mobile phones, which has led mobile phone companies to come up with a variety of products with different brands and features.

Turizam kao turistička djelatnost raste rapidno iz godine u godinu pa se samim time povećava i broj turističkih djelatnika, djelatnosti i aktivnosti. Sukladno tome, povećava se i broj smještajnih kapaciteta. Cilj ovoga rada je analizirati smještajne kapacitete u Republici Hrvatskoj. Materijali i metode kojima sam se koristio u pisanju ovoga rada su ponajprije stručna literatura o turizmu i hotelijerstvu. Nadalje sam koristio literaturu iz stručnih članaka i prezentacija nastavnika kako bih zaokružio cijelu priču. Podatci o turističkom prometu i smještajnim kapacitetima su prikupljeni i dolaze iz internih podataka turističkih zajednica nekolicine gradova. Rad započinje uvodom u kojem se detaljnije objašnjava zbog čega su uzete tri specifične godine kao primjeri. Nakon toga slijedi poglavlje koje govori općenito o turizmu u Republici Hrvatskoj. Potom se analizira turistička potražnja u 2010., 2015. i 2019. godini. Kako su Jadranske županije nositelji Hrvatskog turizma odrađena je analiza dolazaka i noćenja tih istih županija. Za te iste godine prikazana je ponuda i potražnja koja je bila za smještajnim kapacitetima, te su obrađene teme Hotelijerstva, njihov standard, a posebno su razrađene teme Hotela i kampova. Pred kraj imamo ponudu i potražnju smještajnih kapaciteta, prednosti i nedostatke tržišne slike smještajnih kapaciteta te komparativnu analizu promatranih godina. Na kraju je zaključak samog rada u kojem sam se fokusirao na budućnost kako turizma u Republici Hrvatskoj, tako i samih smještajnih kapaciteta., Tourism as a tourist activity is growing rapidly each year, so the number of tourism employees, businesses and activities is also increasing. Accordingly, the number of accommodation capacities is increasing as well. Focus of this thesis is to analyze accommodation capacities in the Republic of Croatia. The materials and methods I used in writing this thesis are primarily professional literature on tourism and hotel management. Furthermore, I used literature from professional articles and teacher presentations to complete the whole story. Data on tourist traffic and accommodation capacity have been collected and come from the internal data of the tourist boards of several cities. The thesis begins with an introduction in which it is explained in more detail why three specific years were taken as examples. This is followed by a chapter that talks about tourism in the Republic of Croatia in general. Then the tourist demand in 2010, 2015 and 2019 is analyzed. Since the Adriatic counties are the carriers of Croatian tourism, an analysis of arrivals and overnight stays in these same counties was carried out. For those same years, the offer and demand for accommodation facilities were presented, and the topics of hotel management, their standards, and specially elaborated topics of hotels and camps were covered. Towards the end, we have the supply and demand of accommodation capacities, the advantages and disadvantages of the market picture of accommodation capacities and a comparative analysis of the observed years. At the end is the conclusion of the paper itself, in which I focused on the future of both tourism in the Republic of Croatia and the accommodation capacities themselves.

Tema ovog završnog rada su čimbenici koji utječu na potrošača prilikom donošenja odluke o kupnji. Potrošač je ključ marketinga, a da bi se adekvatno mogli definirati marketinški planovi od ključne je važnosti istražiti na adekvatan način potrošače, njihove karakteristike i potrebe, način života, kao i načine donošenja odluke o kupnji. Potrebno je detektirati tko kupuje, kada, gdje, te koliko često. Može se reći da na ponašanje potrošača utječu četiri ključna čimbenika, svaki na svoj način, i to kulturni čimbenici, socijalni čimbenici, osobni čimbenici, te psihološki čimbenici. Provedeno je istraživanje putem anketnog upitnika na društvenim mrežama, a ukupno je obuhvaćeno 113 ispitanika. Utvrđeni su čimbenici i karakteristike koji utječu na ponašanje potrošača prilikom kupovine., The topic of this final paper is the factors that influence the consumer when making purchase decisions. The consumer is the key to marketing, and in order to adequately define marketing plans, it is important to research in an adequate way consumers, their characteristics and needs, lifestyle, as well as ways of making purchasing decisions. It is necessary to detect who is buying, when, where, and how often. It can be said that consumer behavior is influenced by four key factors, each in its own way, cultural factors, social factors, personal factors, and psychological factors. The research was conducted through a survey on social networks, and a total of 113 respondents were included. Factors and characteristics that influence consumer behavior when shopping are identified.

Ponašanje potrošača predmet je brojnih istraživanja. Poduzeća i marketeri istražuju ponašanje potrošača kako bi im mogli ponuditi proizvod koji će najbolje odgovarati njihovim potrebama. Svaki potrošač ima vlastite navike u pogledu kupnje, pa se poduzeća maksimalno nastoje prilagoditi. Generacija Z je moderna i u potpunosti digitalizirana skupina mladih ljudi, koji koriste tehnologiju i društvene mreže za sve svoje svakodnevne aktivnosti. To je generacija koja više vremena provodi online, nego u stvarnom svijetu, ali kao potrošači su vrlo zahtjevni, jer su svjesni štetnosti koje proizvodnja ima na okoliš, vode brigu o zdravlju i izgledu, spremni su platiti više za proizvod koji žele i za koji smatraju da odražava njihovu osobnost. U ovom radu istraživale su se navike potrošača generacije Z. Istraživanje je pokazalo kako su potrošači generacije Z vrlo skloni online kupovini, za koju smatraju da je sigurna, štedi vrijeme i novac te stvara manje stresa od fizičkog odlaska u prodavaonicu. Na potrošače generacije Z vrlo je teško utjecati jer su čvrsti u svojim stavovima i znaju što žele., Consumer behavior is the subject of numerous studies. Companies and marketers research consumer behavior in order to be able to offer them the product that will best suit their needs. Every consumer has their own buying habits, so companies try to adapt as much as possible. Generation Z is a modern and fully digitized group of young people, who use technology and social networks for all their daily activities. This is a generation that spends more time online than in the real world, but as consumers they are very demanding, because they are aware of the harm that production has on the environment, they take care of health and appearance, they are ready to pay more for the product they want and consider to reflect their personality. In this paper, the habits of consumers of generation Z were investigated. The research showed that consumers of generation Z are very inclined to online shopping, which they consider to be safe, saves time and money and creates less stress than physically going to a store. Generation Z consumers are very difficult to influence because they are firm in their opinions and know what they want.

Obiteljsko poduzeće, kao što samo ime sugerira, je poduzeće koje je u aktivnom vlasništvu dva ili više članova jedne obitelji. Najmanje jedan predstavnik obitelji ili rodbine je uključen u upravljanje ili administraciju tvrtke. Ima značajnu ulogu u gospodarstvu, jer kao najstariji preživjeli ekonomski sustav, ima značajan doprinos u bruto društvenom proizvodu, ukupnoj zaposlenosti i ukupnom izvozu. Upravljanje u obiteljskom poduzeću svodi se na pronalaženje ravnoteže između mikro menadžmenta i odricanja od odgovornosti, a postaje sve izazovnije kako obitelj i poduzeće rastu. O važnosti razvoja malog i srednjeg poduzetništva govori i sama činjenica da je u ovom sektoru zaposleno 74,3% zaposlenih. Razvoj obiteljskog poduzetništva u Hrvatskoj i u svijetu suočio se sa preprekama zbog pandemije, no unatoč tome obiteljsko poduzetništvo je u laganom rastu. Usmjeravanje državne politike kontinuiranom povećanju izvoza, visokom stupnju inovacija, obrazovanom i fleksibilnom menadžmentu, inovativnom proizvodnom procesu i povoljnom poslovnom okruženju neki su od glavnih ciljeva razvoja poduzetništva Hrvatske. U ovom radu ćemo osim definicije obiteljskog poduzeća, proučiti njegov razvoj, kako u Europi, kroz primjer Finske, tako i u Hrvatskoj, kroz primjer obiteljskog poduzeća „Gavrilović.“, A family business, as the name suggests, is a business that is actively owned by two or more members of the same family. At least one representative of the family or relatives is involved in the management or administration of the company. It has a significant role in the economy, because as the oldest surviving economic system, it has a significant contribution to the gross national product, total employment and total exports. Managing a family business is all about finding a balance between micromanaging and abdicating responsibility, and it becomes more challenging as the family and business grow. The fact that 74.3% of employees are employed in this sector speaks of the importance of the development of small and medium enterprises. The development of family entrepreneurship in Croatia and in the world faced obstacles due to the pandemic, but despite this, family entrepreneurship is growing slowly. Directing the state policy towards a continuous increase in exports, a high level of innovation, educated and flexible management, an innovative production process and a favorable business environment are some of the main goals of the development of entrepreneurship in Croatia. In this paper, in addition to the definition of a family business, we will study its development, both in Europe, through the example of Finland, and in Croatia, through the example of the family business "Gavrilović."

Cilj ovog rada je pobliže opisati i naglasiti važnost cestovnog prijevoza. To će se izraziti kroz prikaz povijest i razvoj prometa i prijevoza, navođenjem definicija prometa, prijevoza, kroz vrste prometa i prijevoznih sredstava. Nadalje, naglasak na cestovni prijevoz se daje kroz posebno poglavlje u kojem su navedeni njegovi temeljni ciljevi i elementi, sustavi organizacije, prednosti, nedostaci te vrste prijevoznih sredstava i njihov opis. Također, kroz intervju s obrtnikom će biti predstavljen trud i ulaganje u razvoj obrta kako bi opstao na tržištu cestovnog prijevoza robe koji još više dobiva na važnosti u svjetskim razmjerima današnjice., The aim of this paper is to describe and emphasize the importance of road transport in more details. This will be expressed through the presentation of the history and development of transport and by giving definitions of transport, through types of transport and means of transport. Furthermore, the emphasis on road transport is given through a special chapter which states its basic objectives and elements, organizational systems, advantages, disadvantages of this type of means of transport and their description. Also, through an interview with a bussinessman, the effort and investment in the development of crafts will be presented in order to survive in the market of road transport of goods, which is gaining even more importance on a global scale today.

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

Globalizacija je utjecala na poboljšanje poslovanja trgovačkih poduzeća. Promjenjivo okruženje u međunarodnoj trgovini omogućilo je trgovačkim poduzećima da prošire svoje poslovanje na međunarodnu razinu. Uz podršku lokalnih vlasti, svjetskih organizacija i razvijenih korporacija, trgovačka poduzeća mogu konkurirati na međunarodnom tržištu, suočiti se s liberalizacijom tržišta i izazovima uvjetovani globalizacijom. Globalizacija je utjecala na povećanje konkurencije. Pandemija COVID-19 pokazala je kako velike globalne krize mogu značajno uzdrmati globalnu trgovinu, ali i prilagodbu poduzeča poput Amazona na pandemiju. Poduzeće Amazon je pravi primjer uspješnog prilagođavanja globalizaciji današnjice te je uzet kao primjer u ovom radu., Globalization has affected the improvement of commercial enterprises. The changing environment in international trade has allowed trading companies to expand their business internationally. With the support of local authorities, world organizations and developed corporations, trading companies can compete in the international market, face market liberalization and the challenges posed by globalization. Globalization has had an impact on increasing competition. The COVID-19 pandemic has shown how major global crises can significantly shake global trade, but also the adaptation of companies like Amazon to a pandemic. Amazon is a real example of successfully adapting to today's globalization and is taken as an example in this paper.

Tema ovog završnog rada je utjecaj osobnih čimbenika na generaciju Z prilikom odabira online trgovine odjećom. Korištenjem određene literature objasnit će se značenje, uloga i definicija ponašanja potrošača kao znanstvena disciplina, kao i definicija potrošača. Objasnit će se koji su to čimbenici koji utječu na potrošačevo ponašanje, te na koji način. U ovom završnom radu naglasak je na osobne čimbenike i njihov utjecaj na potrošače. Predmet istraživanja ovog završnog rada su osobni čimbenici, na koji način i u kolikoj mjeri utječu na generaciju Z prilikom odabira on-line trgovine odjećom. Objasnit će se tko je generacija Z i njezine karakteristike. Također će se objasniti proces donošenja odluke o kupovini, kroz svaku pojedinačnu fazu. S obzirom na predmet istraživanja, kroz završni rad definirati će se i on-line trgovina, njene mane i prednosti, te karakteristike. Na kraju rada nalazit će se rezultati istraživanja koje se provelo za vrijeme pisanja ovog završnog rada., The theme of this final paper is the influence of personal factors on generation Z when choosing an on-line clothing store. Using certain literature, the meaning, role and definition of consumer behaviour as a scientific discipline, as well as the definition of consumers will be explained. What are the factors that influence consumer behaviour and how they influence consumers will also be explained. In this final paper, the emphasis is on personal factors and their impact on consumers. The subject of research of this final paper is personal factors, and how and to what extent they affect generation Z when choosing an on-line clothing store. Generation Z is going to be explained, who they are and their characteristics. The process of making a purchasing decision will also be explained, through each stage. Considering the subject matter of the research, through this final paper on-line stores will also be defined, their flaws, advantages, and characteristics. At the end of the final paper, there will be the results of the research that was carried out during the process of writing this final paper.

Segmentacija kupaca je proces podjele kupaca na segmente s istim ili sličnim karakteristikama, koji se mogu podijeliti na demografske, geografske, psihološke i bihevioralne. Navedene vrste segmentacije mogu se dalje podijeliti na manje segmente. Komercijalne prilike segmentacije očituju se u uspjehu trgovinskih poduzeća da uspješnim istraživanjem tržišta izvrše segmentaciju kupaca, te na temelju rezultata identificiraju ciljana tržišta za koja će prilagoditi svoje asortimane i promotivne materijale. Ovaj rad sadrži teorije stručnjaka o segmentaciji i njenim vrstama i podjelama, primjere segmentacije kupaca, odnosno analizu segmentacije kupaca na primjerima prodavaonica različitih vrsta proizvoda. Izradom rada zaključuje se da maloprodavači sve više koriste segmentaciju kupaca i prilagođavaju se potrebama, željama i navikama kupaca kako bi postigli rast prodaje, tržišnu konkurentnost i veću dobit., Customer segmentation is the process of dividing customers into segments with the same or similar characteristics, which can be divided into demographic, geographical, psychological and behavioral. These types of segmentation can be further divided into smaller segments. Commercial segmentation opportunities are reflected in the success of trade companies to successfully segment customers by market research, and based on the results identify target markets for which they will adapt their range and promotional materials.. This paper contains theories of experts on segmentation and its types and divisions, examples of customer segmentation, and analysis of customer segmentation on the examples of stores of different types of products. The paper concludes that retailers are increasingly using customer segmentation and adapting to customer needs, desires and habits in order to achieve sales growth, market competitiveness and higher profits.

Upravljanje prostorom jedan je od ključnih izazova s kojima se susreću današnji menadžeri maloprodaje. Ono podrazumijeva osmišljavanje i strukturiranje izgleda i dizajna prodavaonice. Važnost upravljanja prostorom reflektira se u povećanju prodaje, olakšanju u pronalasku proizvoda unutar same prodavaonice te korisnosti u kontroli gužve. Formati izgleda prodavaonice se mogu podijeliti na sljedećih jedanaest izgleda, a to su izgled mreže, izgled petlje, slobodan izgled, izgled butika, prisilni izgled, ravni izgled, izgled riblje kosti, dijagonalni izgled, kutni izgled, geometrijski izgled i mješoviti izgled, dok se s druge strane dizajn prodavaonice dijeli na eksterijer i interijer. Na primjeru upravljanja prostorom prodavaonice H&M i prodavaonice Zara može se primijetiti kako je potrošač uvijek glavni fokus, a izgled i raspored cijele prodavaonice je uz korak novim trendovima., Space management is one of the key challenges today’s retail managers are facing with. It involves designing and structuring the layout and design of the store. The importance of space management is reflected in increasing sales, making it easier to find products within the store itself, and usefulness in crowd control. Store layout formats can be divided into the following eleven layouts, and those are grid store layout, loop store layout, free-flow store layout, boutique store layout, forced-path store layout; straight store layout, herringbone store layout, diagonal store layout, angular store layout, geometric store layout and mixed store layout, while on the other hand the store design is divided into exterior and interior. On the example of the space management of the H&M store and the Zara store, it can be noticed that the customer is always the main focus, and the look and layout of the entire store is in step with new trends.

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