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master's thesis
ONLINE UPRAVLJANJE KATEGORIJAMA
Diplomski rad
2022. urn:nbn:hr:145:769842
Vidaković, Marija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Cite this document

Vidaković, M. (2022). ONLINE UPRAVLJANJE KATEGORIJAMA : 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:145:769842

Vidaković, Marija. "ONLINE UPRAVLJANJE KATEGORIJAMA : 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:145:769842

Vidaković, Marija. "ONLINE UPRAVLJANJE KATEGORIJAMA : 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:145:769842

Vidaković, M. (2022). 'ONLINE UPRAVLJANJE KATEGORIJAMA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 21 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:769842

Vidaković M. ONLINE UPRAVLJANJE KATEGORIJAMA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 April 21] Available at: https://urn.nsk.hr/urn:nbn:hr:145:769842

M. Vidaković, "ONLINE UPRAVLJANJE KATEGORIJAMA : 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:145:769842

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Metadata
TitleONLINE UPRAVLJANJE KATEGORIJAMA : Diplomski rad
Title (english)ONLINE CATEGORY MANAGEMENT : Graduate paper
AuthorMarija Vidaković
MentorAna Pap Vorkapić (mentor)
Committee memberDavor Dujak (predsjednik povjerenstva)
Committee memberMarija Ham (član povjerenstva)
Committee memberAna Pap Vorkapić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2022-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Pojam online category management danas je dosta dobro poznat na hrvatskoj poslovnoj sceni. Suvremeni trendovi primorali su brojne tvrtke, bilo da se radi o trgovačkim društvima ili pak nekoj drugoj branši, da svoje poslovanje prošire na internetska bespuća s ciljem povećanja dostupnosti korisnicima, ali i isticanja u masi konkurenata. Osim toga, u posljednje tri godine pojava koronavirusa, pandemije koja je poharala svijet i dotakla svaku svjetsku ekonomiju, suočila nas je sa brojnim promjenama. Nepoznata situacija u kojoj se društvo našlo potaknula je osmišljavanje novih poslovnih modela, s naglaskom na digitalizaciji, tehnologiji i internetskom poslovanju. Mrežne stranice, aplikacije i online trgovine postale su osnovno sredstvo za borbu u privlačenju kupaca. Kakvu ulogu u svemu tome ima online category management, bit će objašnjeno ovim radom. Kroz 7 poglavlja definirat će se pojam category managementa te razvoj i primjena online category managementa, analizirati online category management na primjeru online trgovina Zara i Mango te prikazati rezultati istraživanja zadovoljstva opće populacije kupovnim iskustvom u online trgovini tvrtki Zara i Mango. U zaključku će na temelju prikupljenih informacija i podataka biti sažeto prikazani nalazi rada i prijedlozi za poboljšanja.
Abstract (english)
The concept of online category management in the business world in the Croatian market is quite developed. Modern trends have forced many companies to expand their business to the Internet to increase accessibility to the target group while also standing out in the mass of competitors. In addition, in the last three years, the advent of the coronavirus, a pandemic that has ravaged the world and touched every world economy, has brought some new changes. The unknown situation in which the society found itself prompted the design of new business models, emphasizing digitalization, technology, and online business. Websites, apps, and online stores have become a weapon in attracting customers. This paper will explain the role of online category management in all of the above. The concept of category management and the development and application of online category management will be explained through 7 chapters. An example of practice use of the online category management will be shown in the Zara and Mango online stores example. The survey results on the general population's satisfaction with the shopping experience in the Zara and Mango online stores will show the impact of online category management on customers' opinions and decision-making. The conclusion, based on the collected data, will present the findings and suggestions for improvement.
Keywords
Keywords (english)
Languageenglish
URN:NBNurn:nbn:hr:145:769842
Study programmeTitle: Marketing
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 on2023-06-28 16:04:02