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In the digital and knowledge society, where SMEs are predominant contributors to economic and social development, SMEs’ digitalization is a lever for sustainable business. The purpose of this paper is to argue the importance of SMEs’ digitalization for their sustainable business operation and for strengthening their innovation and development potentials. The theoretical part of the paper gives an overview of the topic’s backgrounds: sustainable business, the new digital business reality, digital technologies and their functionalities, the state of digital technologies adoption among European micro, small and medium- sized enterprises (SMEs), and the existent governmental and European Union’s (EU) support to SMEs’ digitalization. In the empirical analysis, we explore business digitalization in the European Union, focusing on Slovenia and Croatia. We found that both Slovenia and Croatia are on a promising path towards SMEs’ digitalization ; however, they still need to diminish some gaps. We propose some requisite policy responses.

The purpose of this paper is to argue the importance of SMEs’ digitalisation enhancement for building their resilience in the post-COVID-19 uncertain global business environment. In the qualitative analysis we introduce the prospective trends of new digital global business reality in the post-COVID-19 period, digital technologies and their functionalities, the state of digital technologies adoption among European micro, small and medium-sized enterprises (SMEs) and the existent governmental and European Union’s (EU) support to SMEs’ digitalisation. In the quantitative analysis we explore the extent of digitalisation in the EU, focusing on business digitalisation in Slovenia and Croatia. We found that both, Slovenia, and Croatia are on a promising path towards SMEs’ digitalisation, however, some gaps need to be diminished. We propose some requisite policy responses.

International firms face cross-cultural risks. In internal and external intercultural communication, misunderstandings can arise very quickly. Thus, inter- cultural proficiency is crucial for appropriate communication of firms and their success. In the theoretical part of the paper, we define the term »culture« and introduce the elements and levers of culture and selected conceptual models of intercultural differences. We also explain the concept and features of business communication and introduce Greek culture according to the selected conceptual models of intercultural differences. Based on the interviews with foreign employees in the international company in Greece, we analyze the impact of Greek culture on internal business communication. The interviews' results confirm the characteristics of Greek culture according to the selected models of intercultural differences and show the strong influence of Greek culture on internal business communication. Foreign employees of international firms must be aware of the intercultural working environment in these firms and develop their intercultural competence accordingly.

Due to the liberalization and transformation of emerging markets economies, the attractiveness of these countries for foreign direct investors has been rising in the last decades. This paper explores foreign direct investment (FDI) location choice factors of German and Austrian companies in Brazilian regions. We perform a quantitative analysis, based on the Multinomial Nested Logit Model and supplement its findings by the qualitative analysis, based on the semi-structured experts´ interview. The analyses show that investor-nation specific agglomeration, industry specialization, workforce qualification and physical infrastructure were important FDI location choice factors for German and Austrian companies in Brazil. Suggestions for future research of the FDI location choice factors are discussed.

In this paper we explore the effects of a diagonal cumulation of origin as the EU's Common Commercial Policy (CCP) incentive mechanism that affects the intraregional trade and transaction cost structure of firms engaged in cross-border business operation. The research explores how firms should frame their cross-border physical flows of goods and the configuration of their value-adding processes for taking advantage of diagonal cumulation of origin. The empirical analysis is based on an in-depth case study of effects of the 'SAP+ diagonal cumulation of origin' on changes in the transaction cost structure of a selected Slovenian firm operating within the household-appliance sector in one of the Western Balkan Countries. Based on eligibility of local subsidiary for using origin of goods in its import/exporttransactions the cost calculations were made for its products and then three different business scenarios were developed for showing the effects of the mechanism on transaction cost changes of a firm. The paper concludes that, at the conceptual level, the mechanism of diagonal cumulation of origin may serve as an effective institutional cross-border trade-promoting tool. U ovom radu istražujemo dijagonalnu kumulaciju porijekla kao institucionalni mehanizam zajedničke trgovinske politike EU za poticanje intra-regionalne trgovine, a koja može istovremeno pogodno utjecati i na strukturu transakcijskih troškova poduzeća. Ovaj rad izučava implikacije ovog mehanizma za transakcijske troškove poduzeća u međunarodnom poslovanju osobito iz perspektive načina na koje mogu poduzeća konfigurirati vlastite prekogranične fizičke robne tokove i procese za kreiranje dodane vrijednosti kako bi mogla iskoristiti efekte dijagonalne kumulacije porijekla. Empirijsko istraživanje je provedeno bilo pomoću detaljne studije slučaja na temelju simulacije efekata ‘SAP dijagonalne kumulacije porijekla’ na promjene u strukturi transakcijskih troškova određenog slovenskog poduzeća u sektoru proizvodnje kućanskih aparata u jednoj od država Zapadnog Balkana. Na temelju statusa lokalne podružnice kao korisnika koncesije porijekla robe u njenim izvozno/uvoznim transakcijama napravljene su kalkulacije troškova za njene proizvode kao osnova za simulaciju tri scenarija učinaka mehanizma porijekla na promjene transakcijskih troškova poduzeća. U radu se zaključuje, da na konceptualnoj razini mehanizam dijagonalne kumulacije porijekla može poslužiti kao efikasan institucionalni mehanizam za poticanje prekogranične trgovine.

In this paper we introduce sustainability dimensions of creative tourism and develop a model of sustainable creative tourism. The concepts of culture-based creativity and sustainability as tools for a value-adding impact on cultural tourism and local culture are discussed in the theoretical part of the paper. Our empirical analysis reveals that higher GDP per capita does not necessary correlate with higher competitiveness of an economy: a comparison analysis of Slovenian and Estonian international competitive positions in various domains shows several weaknesses of Slovenian competitiveness and offers an explanation for indispensable systemic view on tourism competitiveness. Our world wide web analysis of the steps made in creative tourism development in both countries indicates Estonian advantage, which could be taken as an example of good practice. Some suggestions for Slovenian policy making with regard to institutional support for culturebased creativity and creative tourism development are made in the final part of the paper.

In an increasingly globalising world coupled with the polarisation of economic, political, social and cultural forces, managers confront many challenges in the process of internationalising their firms. In the paper, we introduce a conceptual model of a firm's cross-border strategy framing and discuss the role played by stereotyping in this process. The model delineates the key links between the influences of a firm's external challenges, in particular cultural distance, with managers' perceptions of psychic distance, stereotyping and the possibilities to more efficiently adjust their interactions with these challenges. The paper discusses the reasons and ways that stereotypes influence managerial attitudes and forms of behaviour and the consequent decision making of managers in a multicultural business environment. It points to the importance of managers' requisite knowledge, skills, personal characteristics as well as learning patterns for increasing the efficiency of their interactions in a cross-cultural context. V vse bolj globaliziranem svetu in polarizaciji ekonomskih, političnih, družbenih in kulturnih sil se menedžerji soočajo z mnogimi izzivi v procesu internacionalizacije svojih podjetij. V članku predstavljamo konceptualni model oblikovanja čezmejne strategije podjetja in obravnavamo vlogo stereotipiziranja v tem procesu. Model prikazuje ključne povezave med vplivi zunanjih izzivov podjetij, še posebej kulturne razdalje, in zaznavami psihične razdalje pri menedžerjih, stereotipiziranjem in možnostmi za učinkovitejšo uskladitev njihovih procesov interakcij s temi izzivi. Članek obravnava razloge in načine vplivanja stereotipov na stališča in oblike vedenja menedžerjev ter njihovo posledično sprejemanje odločitev v večkulturnem poslovnem okolju. Nakaže nujno potrebno znanje, veščine, osebnostne značilnosti in tudi načine učenja menedžerjev za povečanje ravni učinkovitosti njihovih interakcij v medkulturnem okolju.

Optimizing Global Value Chain Activities by Diagonal Cumulation of Origin

Today's business entities must be competitive, and in addition to profitable operations, their success is also considered through various non-financial indicators. Therefore, modern organizations need to be increasingly adaptable and focused on the diversity of people as a critical factor of any organization. This paper analyzes the link between individual differences and job attitudes with organizational citizenship behavior (OCB) that contributes to the increasing success of the organization. Namely, OCB can increase an organization's performance in many ways, and undoubtedly by increasing employee and managerial productivity. Employees who have more experience helping new employees contribute to increasing their productivity, thus increasing the overall efficiency of the workgroup. The paper also presents research results from Croatia's selected company that deals with the hospitality industry, where semi-structured interviews consisting of 16 questions were conducted with the respondents. The questions were thematically related to respondents' knowledge and attitudes about OCB in general, then to respondents' experiences and attitudes about the impact of individual characteristics and attitudes towards work on OCB practice and employees' attitudes about the impact of OCB on business performance. Research results indicate that employees practice the concept of OCB to a much greater extent than they theoretically understand it. In addition, the research results showed that not all individual differences and job attitudes are equally associated with OCB. Knowing how to increase the level of OCB in the company implies the increased business performance of the organization, which is why this paper has theoretical and practical importance in business.

The aim of this paper is to analyse Croatia’s international trade in waste, in terms of both export and import quantity, value, origin and destination. Data on trade in waste are available from Eurostat for the period 2004-2020. Results show that extra-EU trade in tonnes increased dramatically. Extra-EU export of waste increased for 3475% and extra-EU imports for 433% in the observed period. Intra-EU exports increased for 50% and intra-EU imports increased for 417%, especially after 2013. Intra-EU exports of waste are 3.45 times larger than extra-EU exports. Intra-EU imports are on average 1.76 times larger than extra-EU imports. Croatia’s trade in waste is predominantly with other EU member states. In order to make national and global economy resilient to environmental changes and decrease material footprint, generation of waste followed by a trade in waste should be decreased by establishing and following responsible consumption and production patterns.

Employees with a strong sense of pride in their organization may be more satisfied at work. This is because organizational pride can increase a person's sense of meaning and purpose in their work. Furthermore, dimensions of job characteristics are skill variety, task identity, task significance, autonomy, and feedback. Organizations should pay attention to job characteristics to enhance organizational pride and job satisfaction. The purpose of this study review is to examine the relationship between organizational pride, job characteristics, and job satisfaction. First, this paper will define organizational pride, job characteristics, and job satisfaction. After that, there will be a literature review of the previously reported findings regarding the relationship between organizational pride, job characteristics, and job satisfaction. A review of the extant literature on job characteristics, organizational pride, and job satisfaction suggests a need for more generalizability of research findings concerning job characteristics to organizational pride. Even though organizational pride has yet to receive many scientific studies, like job characteristics and job satisfaction, this construct is crucial for business success. Future researchers need to look into how job characteristics relate to organizational pride and job satisfaction because there is not enough research on the relationship between job characteristics and organizational pride.

Gospodarstva po naravi njihovega delovanja nihajo in se premikajo iz faze v fazo. V diplomskem seminarju podrobneje preučujemo gospodarski cikel na makroekonomski ravni, pri čemer se osredotočamo na predhodno recesijo iz leta 2008, hkrati pa izvedemo primerjalno analizo trenutnega stanja v treh najmočnejših gospodarstvih. Posamezne faze gospodarskega cikla opredelimo z vidika njihovih značilnosti in razlogov za nastanek. Podrobneje analiziramo predhodno recesijo ter razloge za njen nastanek. V zadnjem delu diplomskega seminarja strnemo kazalnike, ki nakazujejo recesijo in argumentiramo razloge za pomen njihovega kontinuiranega preučevanja. V diplomskem seminarju ugotavljamo, da se gospodarstvo trenutno nahaja v rekordno dolgem obdobju ekspanzije, zato je le vprašanje časa, kdaj bo cikel prešel v naslednjo fazo. Recesijo lahko nakazujejo nekateri kazalniki, kot so npr. izjemno nizke obrestne mere. Prav obrestne mere so imele veliko vlogo pri svetovni recesiji iz leta 2008. Takrat so centralne banke po svetu znižale obrestne mere in s tem spodbudile trošenje denarja. V diplomskem seminarju preučujemo tudi mehanizme, ki so lahko v pomoč pri blaženju nove gospodarske krize. Economies, by the nature of their operations, fluctuate and move from phase to phase. The diploma seminar previously detailed the economic cycle at the macroeconomic level, with a focus on prior admission since 2008, but conducted a basic analysis of the current situation in the three strongest economic economies. Individual phases of the economic cycle are defined in terms of remoteness for reasons of origin. We analyze in more detail the prior acceptance and the reasons for its formation. In the last part of the diploma seminar, we summarize the indicators that indicate the recession and argue the reasons for the important ongoing studies. In a diploma seminar, it is possible that the economy is currently in a record long stretch of expansion, so it is only a matter of time before the cycle moves to the next phase. Recession may indicate that indicators such as also low interest rates. Interest has only been such a big name in global adoption since 2008. At that time, central banks around the world cut interest rates only to stimulate the spending of money. The diploma seminar also examines the mechanisms that can help mitigate the new economic crisis.

Posledice sodobne globalizacije so večstranske, pozitivne in negativne. Gospodarstvo je v zadnjih desetletjih z množično internacionalizacijo in selitvijo v azijski del sveta povzročilo globalne družbene in demografske spremembe. Migracije so potekale ob podpori pomembnih in potrebnih dejavnikov, kot so sodobna tehnologija, ugodni pravni predpisi in pravila, povpraševanje na hitro rastočih trgih in globalna konkurenca, ki podjetja dejansko sili v mednarodno ekspanzijo. Tako so hitro rastoči trgi vzhodnega sveta postajali vse bolj konkurenčni in zanimivi ne samo za selitev proizvodnje oz. določenih členov dobavne verige, temveč tudi kot potencialni končni potrošniški trgi. Zraven demografije so k razvoju hitro rastočih trgov prispevali še mnogi drugi dejavniki, kot so prenos tehnologije in znanja, liberalizacija mednarodne trgovine, ugodni makroekonomski kazalci, industrializacija itd. Kot pomembnejša ciljna trga v magistrskem delu izpostavljamo Kitajsko in Indijo. Gre za državi, ki sta zaradi številčnega mladega prebivalstva ponujali ugodno demografsko podlago, oblasti pa so z ugodno oblikovano politiko in predpisi privabljale tuja podjetja k vstopu na njuna trga. V drugem delu magistrskega dela obravnavamo nov srednji družbeni razred na Kitajskem in v Indiji. Ugotovimo, da pripadnik novega srednjega družbenega razreda na omenjenih trgih po življenjskem slogu, potrošniških vzorcih, navadah in pogledu na svet postaja vse bolj podoben posamezniku iz t. i. zahodnih, razvitejših držav. Vsi zgoraj navedeni dejavniki so kot skupek omogočili hitro rast in razvoj novega srednjega družbenega razreda, kamor je spadalo vse več pripadnikov omenjenih trgov. Vplivi novega srednjega družbenega razreda so izjemni. Povzročili so gospodarske in družbene spremembe ne samo na hitro rastočih trgih, temveč na globalni ravni. Globalni trgi so zelo dinamični, zato globalno gospodarstvo v prihodnje verjetno ne bo ostalo več osredotočeno na azijske trge, pač pa bo za izkoriščanje vseh prednosti in priložnosti poiskalo nove potencialne trge. Kot takšne zaradi ugodnih demografskih kazalcev zaenkrat vidimo trge z afriške celine. Za uspešen gospodarski preboj pa bo Afrika vsekakor potrebovala še ogromno investicij in razvoja na področju osnovne infrastrukture. The consequences of modern globalization are multifaceted, positive and negative. In recent decades, the economy has led to global social and demographic changes through mass internationalization and migration to the Asian part of the world. Important and necessary factors supported this migration such as modern technology, favourable legal rules and regulations, demand in fast-growing markets and global competition that force companies to expand internationally. Thus, the rapidly growing markets of the Eastern world became more and more competitive and interesting not only in the relocation of production or certain links in the supply chain but also as potential markets to end consumers. In addition to demographics, many other factors have contributed to the development of these fast-growing markets, such as technology and knowledge transfer, liberalization of international trade, favourable macroeconomic indicators, industrialization, etc. China and India are highlighted as major target markets in the master's thesis. These are countries which, due to their sizable young population, offer a favourable demographic base, and the authorities, through promising policy and regulations, attracted foreign companies to enter their markets. The second part of the master's thesis deals with the new middle social class in China and India. We find that members of the new middle class in the aforementioned markets, in terms of lifestyle, consumer patterns, habits and worldview, are becoming more and more like an individual from the so-called western, more developed countries. All the above-mentioned factors, as a collection, enabled the rapid growth and development of a new middle social class, which included more and more members of these markets. The influences of the new middle social class are tremendous. They have caused economic and social change not only in fast-growing markets but globally. Global markets are very dynamic therefore, the global economy is unlikely to remain focused on Asian markets in the future, but to exploit all the benefits and opportunities, it will look for new potential markets. As such, we are currently looking at markets from the African continent due to favourable demographic indicators. However, for a successful economic breakthrough, Africa will still need a lot of investment and development in basic infrastructure.

Namen tega diplomskega projekta je ugotoviti, kako SPIRIT Slovenija podpira predstavitve slovenskih podjetij na sejmih v tujini. Sejem je torej dogodek, mesto, kjer se razstavljavci lahko neposredno predstavijo svojim starim in novim odjemalcem. Pri nastopu na sejmih je za uspešnost potrebna natančnost in vztrajnost. Podjetje mora izdelati jasno tržno strategijo, sicer izgubi pomen tudi nastop na sejmu. Kljub razvoju sodobne tehnike so sejmi še vedno zelo pomembna oblika komunikacije s kupci. Če podjetje želi poslovati pozitivno, mora razviti inovativen in konkurenčen izdelek ali storitev. S pomočjo dobro razvitega tržnega komuniciranja, ki je najpomembnejša funkcija v vsakem podjetju, podjetje poskuša vzdrževati poslovne prednosti pred konkurenco. Samo podjetje komunicira s porabniki, posredniki in tudi različnimi javnostmi. Kljub vsem možnim oblikam komunikacije z odjemalci so sejmi še zmeraj na samem vrhu pospeševanja prodaje. Podjetje najprej razišče domač trg, in če predvidi upadanje prodaje, se odloči za razširitev na tuje trge. S pomočjo institucije SPIRIT Slovenija slovenska podjetja veliko lažje vstopajo na tuja tržišča, institucija razpiše razpis, na katerega se lahko podjetje prijavi, če ustreza vsem postavljenim pogojem. Sofinancirani so skupinski in individualni nastopi podjetij na mednarodnih sejmih. The purpose of this diploma project is to find out how SPIRIT Slovenia supports the presentations of Slovenian companies at trade fairs abroad. The fair is therefore an event, a place where exhibitors can directly introduce themselves to their existent and new customers. Successful presentation requires precision and perseverance. The company needs to come up with a clear marketing strategy, otherwise its appearance on the fair also looses its importance. Despite the development of modern technology, fairs are still a very important form of communication with customers. If a company wants to do business positively, it needs to develop an innovative and competitive product or service. With the help of well-developed marketing communication, which is the most important function in any company, the company tries to maintain business advantages over the competition. The company communicates with consumers, intermediaries and also various publics. Despite all possible forms of communication with customers, the trade fairs are still at the top of sales promotion. The company first investigates the domestic market, and if it anticipates a decline in sales, it decides to expand into foreign markets. With the help of SPIRIT Slovenia, Slovenian companies much easier enter foreign markets. Group and individual presentations at international trade fairs are co-financed by this institution.

Naraščajoča popularnost družbenih omrežij in s tem pojav spletnih vplivnežev sta popolnoma spremenila način kako potrošniki odkrivajo, doživljajo in kupujejo izdelke ter storitve. Ne želijo več agresivnih in vsiljivih oglasov, temveč si želijo slišati kakšno izkušnjo imajo z izdelkom ali storitvijo običajni ljudje. Ravno zato se po nasvete danes vse pogosteje obrnejo na spletne vplivneže, ki so zaradi svoje strasti do nekega področja pričeli snemati videe, fotografije in pisati prispevke ter te deliti na družbenih omrežjih. Tako so si čez čas vzpostavili bazo ljudi, ki jim sledi in zaradi svoje pristnosti, domačnosti ter kredibilnosti zaupa. Posledično so tudi podjetja prepoznala pomen in vpliv teh oseb ter začela z njimi sodelovati. Diplomski projekt obravnava trenutno zelo aktualen trend na področju marketinga, vplivnostni marketing oz. oglaševanje s pomočjo spletnih vplivnežev. Posluževanje vplivnostnega marketinga smo analizirali skozi pregled digitalnih vsebin šestih podjetij iz treh panog. S tem namenom smo v teoretičnem delu najprej opredelili pojem in nato v empiričnem delu prek analize profilov izbranih podjetij na družbenih omrežjih Instagram in Facebook analizirali uporabo vplivnostnega marketinga v praksi ter s pomočjo vprašalnika pridobili mnenja slovenskih podjetij o vplivnostnem marketingu na družbenih omrežjih ter njegovi uporabi. The growing popularity of social media and the phenomenon of online influencers have completely changed the way consumers discover, experience and buy products and services. They do not want aggressive and intrusive advertisements anymore, but rather wish to hear about personal experience that ordinary people have regarding a product or service. Consequently, consumers nowadays often seek advice from online influencers – people, who are passionate about certain activities, and have therefore begun making videos, posting photos and writing blog posts on social media. This enabled them to establish a network of followers, who trust the influencers because of their authenticity, familiarity, and credibility. The effect of influencer marketing thus reached the companies, who recognized the importance and influence of such marketing strategies and consequently started working with the influencers. This Bachelor thesis project concerns itself with a currently very mainstream trend of marketing, the so-called influencer marketing or advertising with the help of online influencers. The thesis analyses the use of influencer marketing with the help of digital content of six companies from three different industries. The theoretical part therefore includes a definition of concepts used in the thesis, whereas the empirical part deals with the analysis of Instagram and Facebook profiles of the chosen companies, which allowed us to further analyse the practical use of influencer marketing. We also conducted a questionnaire survey in order to obtain the opinions of Slovenian companies.

Danes predstavlja svetovni splet temeljni vir informacij, družbena omrežja pa so že povsem ustaljen del naše realnosti. Zaradi večanja popularnosti družbenih omrežij se veča tudi zanimanje podjetij, da preko njih predstavljajo svoje storitve, izdelke in dejavnosti ter vzpostavljajo komunikacijo s kupci. Izjemna priljubljenost družbenih omrežij predstavlja za številna podjetja inovativno orodje in nov način povezovanja s strankami. Podjetja lahko z ustrezno uporabo marketinškega znanja vplivajo na zaznavanje potencialnih in obstoječih kupcev ter z njihovim odnosom do blagovne znamke povečujejo prodajo. Družbeno omrežje Instagram postaja po Sloveniji in po svetu eno najbolj priljubljenih, ki lahko s pravilnimi pristopi in metodami močno vpliva na poslovanje podjetja. Znan je po izjemno aktivnih uporabnikih in svoji hitri rasti. Diplomski projekt je razdeljen na teoretični in empirični del. V teoretičnem delu so predstavljeni glavni pojmi diplomskega projekta, to so globalizacija in mednarodno trženje podjetij, pojem in pomen mednarodnega trženjskega komuniciranja podjetij, pomen digitalnega trženja in vloga družbenih omrežij ter Instagram kot orodje mednarodnega trženjskega komuniciranja podjetij. Posvetili smo se osnovnim značilnostim Instagrama in možnostim oglaševanja na njem. Empirični del obsega analizo, kako slovenska in tuja podjetja izkoristijo Instagram kot priložnost za oglaševanje in kako komunicirajo z obstoječimi in potencialnimi odjemalci. Today, the World Wide Web is a fundamental source of information and social networks are already an integral part of our reality. Due to the increasing popularity of social networks, the companies are interested to present their services, products and activities throughout social networks. Furthermore, companies use social networks to establish communication with their customers. The increasing popularity of said networks represents an innovative tool for connecting with customers for many companies. By using the marketing knowledge, companies can influence the perception of potential and existing customers and increase their sales. Instagram is becoming one of the most popular social networks in Slovenia and around the world. It is known for its active users and rapid growth. Using proper approaches and methods, companies can increase its business through Instagram. The diploma thesis is divided into a theoretical and empirical part. In the theoretical part, the main concepts of the diploma thesis are presented, such as globalization and international marketing of companies, the concept and importance of international marketing communication of companies, the importance of digital marketing, the influence of social networks and the role of Instagram as a tool for international marketing communication of companies. The basic features of Instagram and the possibilities of advertising on it are presented in the diploma thesis as well. The empirical part includes an analysis of how Slovenian and foreign companies use Instagram as an opportunity for advertising and how they communicate with existing and potential customers.

Trenutni vzorci za merjenje rasti gospodarstva niso v koraku z modernim svetom. Bruto domači proizvod se uporablja kot edino merilo gospodarskega razvoja, vendar kot nam okolje in družba prikazujeta, takšno merilo ni dovolj. V diplomskem projektu obravnavamo problematiko trajnostnega poslovanja podjetja, ter kako trajnostno poslovanje vključiti v organizacijo za doseganje boljših učinkov na mednarodnih trgih. Tako kot v obravnavanih podjetjih (Petrol, Lek), kot tudi v vseh ostalih organizacijah postaja načelo trajnostnega razvoja vse pomembnejše področje. Kupci in odjemalci so vedno bolj ozaveščeni in pozorni na vpliv, ki ga podjetje ustvari v okolju. Podjetja, ki niso okoljsko in družbeno odgovorna oz. ne kažejo svojega trajnostnega poslovanja pa zelo hitro izgubijo svoje potrošnike. V drugem delu diplomskega projekta je bil namen raziskati, na kakšne možne načine obravnavani podjetji udejanjata trajnostno poslovanje. Pri tem smo analizirali in navajali podatke iz Petrolovega trajnostnega poročila 2018 in Lekovega trajnostnega poročila 2017. Posebej smo se osredotočili na okoljski, družbeni in ekonomski vidik. Velik poudarek v diplomskem projektu smo dali področju trajnostnega razvoja, trajnostnega poslovanja in analizi na primeru Petrola in Leka. Current patterns for measuring economic growth are out of step with the modern world. Gross domestic product is used as the sole measure of economic development, but as the environment and society show us, such a criterion is not enough. The diploma project deals with the issue of sustainable business operations and how to integrate sustainable business into the organization to achieve better effects in international markets. As in the companies under consideration (Petrol, Lek), as in all other organizations, the principle of sustainable development is becoming an increasingly important area. Customers and customers are becoming more aware and attentive to the environmental impact of the business. Companies that are not environmentally and socially responsible or they do not show their sustainable business very quickly losing their consumers. In the second part of the diploma project, the aim was to explore how the companies in question are able to achieve sustainable business. In doing so, we analyzed and cited data from the Petrol Sustainability Report 2018 and the Lek Sustainability Report 2017. We focused specifically on the environmental, social and economic aspects. Much emphasis in the diploma project was given to the area of sustainable development, sustainable business and analysis in the case of Petrol and Lek.

Poslovni bonton predstavlja družbeno sprejemljivo vedenje, določeno z vplivi moralnih norm časa in prostora v poslovnem svetu. Ker je poslovni bonton v Arabski kulturi precej drugačen od poslovnega bontona v Evropi, je pred sklenitvijo posla smiselno proučiti njihovo kulturo in navade. V raziskavi smo uporabili deskriptivno metodo dela in kvalitativno tehniko zbiranja podatkov. Podatke smo pridobili z metodo intervjuja podjetij Unior d.d. in Protocamel d.o.o., ki poslujeta na arabskem trgu. Slovenski podjetji, sodelujoči v raziskavi pravita, da je bistvena razlika v poslovanju arabskih podjetij, v primerjavi z evropskimi, v tem, da le ta dajejo manj poudarka dogovorom in več dobrim medsebojnim odnosom. Zaposleni odgovorni za prodajo na arabski trg morajo biti dobro seznanjeni z njihovimi poslovnimi navadami, pogajalskim stilom, jezikom, vedenjem in religijo. Vsaka podrobnost lahko pripomore k boljšemu poslovanju. Poznavanje poslovnega bontona nam olajšuje poslovne poti in nam nudi možnost za uspešnejše poslovanje. Pomembno vlogo pri poslovanju ima poznavanje religije in kulturnih značilnosti, ki so pomembne smernice pri sklepanju poslov. Rezultati so pokazali, da sta slovenski podjetji zelo dobro seznanjeni z arabskim bonton in načinom poslovanja ABSTRACT Business etiquette represents socially acceptable behavior determined by the influences of the moral norms of time and space in the business world. Since business etiquette in Arab culture is very different from business etiquette in Europe, it is sensible to study their culture and customs before entering into a business with them. This paper is based on a descriptive method and a qualitative data collection technique. Data were collected through method of interviews with two different companies Unior d.d. and Protocamel d.o.o. that are operating in the Arab market. Slovenian companies participating in the survey said that there is a significant difference in the operations of Arab companies, compared to European ones and one of them is that they place less emphasis on agreements and more on good relations with each other. Employess responsible for selling to the Arab market must be well versed in arab business habits, barganing style, language, behavior and religion. Every detail can help make their business better. Knowledge of business etiquette facilitates business paths and gives us the opportunity for more succesful business. Knowledge of religion and cultural characteristics play an important role in business, which are also important guidelines for business. The results show that Slovenian companies are very familiar with Arab etiquette and the way they do business.

Danes za podjetja ni več dovolj da poslujejo le na domačem trgu, ampak je za njihov obstoj pomembno, da se osredotočijo tudi v poslovanje na mednarodnih trgih. Da lahko na tujih trgih uspešno poslujejo in konkurirajo ostalim, se morajo dobro seznaniti s poslovnim okoljem trga na katerega vstopajo. Spremljati morajo spreminjanje okolja ter prisotna tveganja s katerimi se lahko srečajo na tujih trgih. V prvem delu diplomskega projekta smo opredelili mednarodno poslovno okolje in njegove dimenzije. V drugem delu smo se seznanili z tveganji v mednarodnem poslovanju, ter podrobneje spoznali deželno tveganje. Nato smo v tretjem in četrtem delu teorijo mednarodnega poslovnega okolja in deželnega tveganja analizirali na državi Iran. Kjer smo skozi analizo ugotavljali ali se je poslovno okolje v Iranu izboljšalo, ter ali se je deželno tveganje v Iranu zmanjšalo. Today, for companies is no longer enough to operate only on the domestic market, it is important for them to focus on business in international markets. In order to successully operate and compete in international markets, they need to be well informed with the business environment of the markets they are entering. They need to monitor the changing environment and the risks they can encounter in foreign markets. In the first part of diploma project we defined the international business environment and its dimensions. In the second part, we learned about risks in international business especially the country risk. In the third and fourth part of this project, we analyzed the theory of international business environment and country risk in the country of Iran. Where, through the analysis, we have identified wheter the business environment in Iran has improved and whether the country risk in Iran has decreased.

Delo diplomskega seminarja najprej teoretično opredeli digitalni marketing. Pri tem ga definira, zgodovinsko predstavi, oriše njegove prednosti z vidika mednarodnega poslovanja ter ga loči od spletnega marketinga. Cilj raziskave je oceniti privlačnost avstrijskega tržišča za storitve digitalne marketinške agencije Adverta. Podjetje je predstavljeno z vidika delovanja in ponudbe, ki je v okviru študije primera primerjana s konkurenčno. Sledita pregled avstrijskega trga in podrobnejša analiza trga storitev digitalnega oglaševanja na omenjenem trgu za ocenjevanje privlačnosti. Analiza podatkov pripelje do sklepov, ki omogočijo potrditev obeh postavljenih hipotez. Do izraza prideta pomembnost inoviranja digitalnih oglasnih formatov in ocena avstrijskega trga kot privlačnega za podjetje Adverta. First focus of this thesis is on theoretically explaining digital marketing. In order of doing so digital marketing is defined, its origins presented, shown what benefits it brings into international business and explained what's the difference between digital and web marketing. The goal of the analysis is to determine how attractive is the Austrian market for digital marketing services of the company Adverta. The company is presented in terms of its presence and services, which are compared to the services offered by the competition. It's followed up by an analysis of Austria's digital advertising market to determine how attractive it is for the given company. With analysis, we concluded that we can confirm our two hypotheses. We found that it 's crucial to innovate digital ad formats and determined that the Austrian market is attractive for the company Adverta.

Digitalni oglasi so vse privlačnejša orodja tržnega komuniciranja, ki na različne načine in na različnih lokacijah v digitalnem svetu dosegajo ciljno usmerjenost. Digitalno oglaševanje pa ne vključuje le iskanja ali prikazovanja oglasov, temveč tudi vse vrste tržnih komunikacij, ki se izvajajo z uporabo spleta ter mobilne tehnologije. Z uporabo digitalnega oglaševanja, ki med drugim omogoča hitro in enostavno distribucijo ter uporabo multimedijskih in dinamičnih vsebin ter njihov nadzor, lahko oglaševalci s potrošniki komunicirajo na povsem drugačen način. Digital advertisements are becoming increasingly more attractive as a means of market advertising, as they can reach target orientation in different ways and in different locations in a digital world. Digital advertising not only encompasses the search and the display of advertisements, but also all kinds of marketing communications which are carried out by means of internet and mobile technology. The use of digital advertising enables fast and simple distribution, as well as the use of multimedia and dynamic contents and their monitoring. This, in turn, enables the advertisers to communicate with the consumers in a whole new manner.

Poslovni bonton se razlikuje od trga do trga. Mednarodni tržnik mora obvladati osnove poslovnega bontona v vsakem kulturnem okolju, ne glede na to, ali se na poslovno pot podaja prvič ali ne. Znati se mora soočiti z drugačno kulturo, vrednotami, prepričanji. Uspešnost mednarodnega tržnika je velikokrat posledica spoštovanja poslovnega bontona tuje kulture. V mednarodnem poslovanju je tveganje, ki izhaja iz kulturnega okolja neke države relativno visoka. Kulturno okolje tujega trga je sestavljeno iz družbenih organizacij in ustanov, norm in vrednot, religije, jezika, izobraževalnega sistema, umetnosti in estetike ter materialne kulture. Trženje in kultura se najbolj povezujeta skozi komunikacijo, poslovni bonton in organizacijsko upravljanje. V poslovnem bontonu sta ključna spoštovanje in upoštevanje drugačnosti. Mednarodni tržnik bo večkrat del konfliktov, saj so drugačne kulture pogosto težko sprejemljive. Zato je dobro, da posluje profesionalno, pošteno, potrpežljivo, in da upošteva poslovni bonton tuje kulture. Ključne sestavine poslovnega bontona so prvi vtis, verbalna in neverbalna komunikacija, poslovna oblačila in urejenost posameznika, pozdravljanje, poslovni sestanki, poslovni obed in poslovna darila. Kultura Rusije je pod močnim vplivom nekdanjega sovjetskega političnega režima. Zaradi tranzicije države se ruski poslovni bonton v primerjavi s poslovnim bontonom Japonske in Indije še vedno spreminja. Ruski poslovneži cenijo medosebne odnose, pravičnost ter poslovne partnerje, ki dobro govorijo njihov jezik. Vodja jim pomeni vse, medtem pa podrejeni v določenih podjetjih težko izražajo svoja mnenja. Japonci cenijo pripadnost svoji kulturi, delujejo timsko, spoštujejo hierarhijo, so potrpežljivi, posredni in gostoljubni. Indijci poskušajo vsako družinsko vrednoto povezati s poslovnimi vrednotami. Vzorec družinskega življenja prenašajo v poslovni svet, in podobno kot Japonci, strogo spoštujejo hierarhične ravni. V indiji imata spoštovanje avtoritete in ustvarjanje dolgoročnih odnosov s poslovnimi partnerji zelo pomembno vlogo. Business etiquette differentiates from market to market. An international marketer has to master the fundamentals of business etiquette in each cultural environment, regardless he embarks on the business trip fort he fisrt time or not. He has to be able to confront with different culture, values and beliefs. The successfulness of an international marketer is often the consequence of the respect of the business etiquette of foreign culture. In international business is the risk, which arises from the cultural environment of the country, relatively high. The cultural environment of a foreign market consists of social organisations and institutions, norms and values, religion, language, educational system, arts, aesthetics and, material culture. The marketing and the culture are the most through communication, business etiquette and organisation management. The key in the business etiquette are the respect and the observance of difference. An international marketer will be many times a part of conflict situations, since the different cultures are often being difficult to accept. Therefore it is good that he is doing business professionally, fairly and that he is considering the business etiquette of a foreign culture. The key ingredients of a business etiquette are the first impression, verbal and non-verbal communication, business clothing and the tidiness of an individual, the manners of greeting, business meetings, dining, etiquette and business gifts. The Russian culture is under the strong impact of former Sovjet policital regime. Because of the country's transition the Russian business etiquette, in comparison to the Japanese and the Indian one, is still changing. The Russian businessmen appreciate interpersonal relations, fairness and business partners who speak their language well. A leader means everything to them, whilst the subordinates in certain companies hardly express their opinions. The Japanese value the belonging to their culture, act in teams, respect hierarhy, are patient, indirect and hospitable. The Indians attempt to tie each family value to business values. They transmit the pattern of a family life in the business world and. Similarly as the Japanese, strictly respect the hierarchical levels. The respect of the authority and long-term relationships building with business partners have very important role in India.

Kadar se odločamo za vstop na tuji trg, se moramo podrobno seznaniti z značilnostmi tujega poslovnega okolja in morebitnimi tveganji. Za uspešen prodor na tuji trg moramo proučiti in razumeti dejavnike makrookolja tujega trga. Poznamo več metod in vrst analiziranja poslovnega okolja tuje države, ena od njih je tudi PEST analiza, ki je najpogosteje uporabljena. V diplomskem projektu smo analizirali poslovno okolje in deželna tveganja Belorusije in Kazahstana. V prvem delu diplomskega projekta smo teoretično opredelili mednarodno okolje, poslovno okolje podjetja ter njegove dejavnike, PEST analizo ter deželna tveganja. V drugem delu smo se poglobili v specifično analizo dejavnikov poslovnega okolja in deželnih tveganj Belorusije in Kazahstana. V zadnjem delu diplomskega projekta smo opravili primerjalno analizo dejavnikov poslovnega okolja in deželnih tveganj obeh držav. Skozi analizo smo s sekundarnimi podatki preverjali ali je kazahstanski trg zaradi razvitejšega poslovnega okolja za tuja podjeta privlačnejši kot beloruski trg in ali je kazahstanski trg zaradi nižjega deželnega tveganja za tuja podjetja privlačnejši kot beloruski trg. When we are deciding to enter a foreign market, we need to get thoroughly familiar with the characteristics of the foreign business enviroment and potential riks. For a successful penetration on the foreign market we must study and understand the factors of the macro-environment of the foreign market. We know several methods and types of analysing the business environment of a foreign country, one of them is also the PEST analysis, which is the most commonly used. In the diploma project we analyzed the business environment and the country risks of Belarus and Kazakhstan. In the first part of the diploma project theoretically defined the international environmemt, business environment of the company and its factors, PEST analysis and country risks. In the second part, we went into a specific analysis of the factors of the business environment and country risks of Belarus and Kazakhstan. In the final part of the diploma project, we did a comparative analysis of the factors of the business environment and country risks of both countries. Through the analysis, we analyzed with secondary data whether is Kazakhstan's market due to a more developed business environment more attractive for foreign companies than Belarusian market and whether is the Kazakhstan's market due to lower country risks more attractive for foreign companies than Belorusian market.