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master's thesis
ORGANIZACIJA I PROVEDBA MARKETINGA AUTOHTONIH PROIZVODA
Diplomski rad
2022. urn:nbn:hr:145:876574
Včelik, Lovro
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Management, Organization and Entrepreneurship

Cite this document

Včelik, L. (2022). ORGANIZACIJA I PROVEDBA MARKETINGA AUTOHTONIH PROIZVODA : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:876574

Včelik, Lovro. "ORGANIZACIJA I PROVEDBA MARKETINGA AUTOHTONIH PROIZVODA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:876574

Včelik, Lovro. "ORGANIZACIJA I PROVEDBA MARKETINGA AUTOHTONIH PROIZVODA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:876574

Včelik, L. (2022). 'ORGANIZACIJA I PROVEDBA MARKETINGA AUTOHTONIH PROIZVODA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 06 May 2024, https://urn.nsk.hr/urn:nbn:hr:145:876574

Včelik L. ORGANIZACIJA I PROVEDBA MARKETINGA AUTOHTONIH PROIZVODA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 May 06] Available at: https://urn.nsk.hr/urn:nbn:hr:145:876574

L. Včelik, "ORGANIZACIJA I PROVEDBA MARKETINGA AUTOHTONIH PROIZVODA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:876574

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Metadata
TitleORGANIZACIJA I PROVEDBA MARKETINGA AUTOHTONIH PROIZVODA : Diplomski rad
Title (english)Organization and implementation of marketing of indigenous products : Graduate paper
AuthorLovro Včelik
MentorZdravko Tolušić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Management, Organization and Entrepreneurship)
Osijek
Defense date and country2022-06-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Autohtoni proizvodi su proizvodi koji imaju dodatnu vrijednost kojima doprinosi zaštita oznakama izvornosti, a stvaraju identitet i donose prepoznatljivost nekom geografskom području iz kojeg potječu. Oznake dodaju vrijednost proizvodu, ali garantiraju i izvornost i tradiciju proizvodnog postupka te njihovu kvalitetu. Zaštićena oznaka geografskog podrijetla i Zaštićena oznaka izvornosti garantiraju izvornost preko 1000 prehrambenih proizvoda u Republici Hrvatskoj. Marketing autohtonih proizvoda se veže uz turizam jer takvi izvorni proizvodi kupcu nude cjelokupni doživljaj regije i tradicije te upotpunjuju turističku ponudu, a zaštitom se sprječava svaki pokušaj replikacije i daje dodatna vrijednost. Izgradnjom i upravljanjem marke autohtonih proizvoda se za cilj stvara ponuda koja rezultira velikom potražnjom i dobiti jer takvi prehrambeni proizvodi nude i organoleptički dojam regije iz koje potječu. Cilj diplomskog rada je opisati organizaciju i provedbu marketinga autohtonih proizvoda, a u sklopu diplomskog rada je provedeno i istraživanje koje je pokazalo da ključnu ulogu u marketingu autohtonih proizvoda imaju turističke destinacije povezane s takvim proizvodima, ali i da je većina ispitanika upoznata s pojmom i konzumacijom autohtonih proizvoda.
Abstract (english)
Indigenous products are products that have added value to which the protection of designations of origin contributes and create identity and bring recognition to a geographical area from which they originate. Labels add value to the product, but also guarantee the originality and tradition of the production process and their quality. The Protected Designation of Geographical Origin and the Protected Designation of Origin guarantee the authenticity of over 1000 food products in the Republic of Croatia. The marketing of indigenous products is related to tourism because such original products offer the customer the entire experience of the region and tradition and complement the tourist offer and protection prevents any attempt at replication and adds value. The goal of building and managing a brand of indigenous products is to create an offer that results in high demand and profit, because such food products also offer an organoleptic impression of the region from which they originate. The aim of the thesis is to describe the organization and implementation of marketing of indigenous products, and as part of the thesis was conducted research that showed that a key role in marketing indigenous products have tourist destinations associated with such products, but that most respondents are familiar with the concept and consumption of indigenous product.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:876574
Study programmeTitle: Business economy; specializations in: Management
Course: Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-05-16 07:52:42