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master's thesis
SLAVNE OSOBE KAO PODUZETNICI
Diplomski rad
2023. urn:nbn:hr:145:905769
Majer, Ivona
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of National and International Economics

Cite this document

Majer, I. (2023). SLAVNE OSOBE KAO PODUZETNICI : 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:145:905769

Majer, Ivona. "SLAVNE OSOBE KAO PODUZETNICI : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:905769

Majer, Ivona. "SLAVNE OSOBE KAO PODUZETNICI : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:905769

Majer, I. (2023). 'SLAVNE OSOBE KAO PODUZETNICI : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 05 May 2024, https://urn.nsk.hr/urn:nbn:hr:145:905769

Majer I. SLAVNE OSOBE KAO PODUZETNICI : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 May 05] Available at: https://urn.nsk.hr/urn:nbn:hr:145:905769

I. Majer, "SLAVNE OSOBE KAO PODUZETNICI : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:905769

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Metadata
TitleSLAVNE OSOBE KAO PODUZETNICI : Diplomski rad
Title (english)CELEBRITY ENTREPRENEURSHIP : Graduate paper
AuthorIvona Majer
MentorIvana Barković Bojanić (mentor)
Committee memberSunčica Oberman Peterka (predsjednik povjerenstva)
Committee memberIvana Barković Bojanić (član povjerenstva)
Committee memberNataša Drvenkar (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of National and International Economics)
Osijek
Defense date and country2023-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Poduzetnički pothvati poznatih, tj. slavnih osoba (eng. celebrities) su sve popularniji trend u svijetu poslovanja. Slavne osobe se više ne pojavljuju samo kao pokrovitelji proizvoda, već su često uključene u različite poduzetničke pothvate kao inicijatori i vlasnici, investitori, suradnici i sl. U svojim poduzetničkim nastojanjima koriste svoju slavi i utjecaj kako na gospodarstvo tako i na društvo. U njihovim poduzetničkim poslovnim pričama mogu se prepoznati svi elementi poduzetništva i to s ekonomskom, bihevioralnog i sociološkog aspekta. Svrha je ovog diplomskog rada istražiti poduzetništvo slavnih osoba (eng. celebrity entrepreneurship) kao novi fenomen u znanstvenoj i stručnoj literaturi te prikazati poslovne pothvate nekoliko izabranih slavnih osoba. Ciljevi rada su definirati pojam poduzetništva slavnih pozivajući se na teoriju poduzetništva te izdvojiti primjere poduzetničkih pothvata slavnih osoba. Uz navedeno, u diplomskom radu se prikazuje kako poduzetnici mogu postati 'slavne osobe' zahvaljujući svojim vizionarskom pristupima i stvaranju nove dodane vrijednosti uočavajući poslovne prilike i pretvarajući ih u poduzetničke pothvate.
Abstract (english)
Entrepreneurial ventures of famous people, i.e., celebrities are an increasingly popular trend in the world of business. Celebrities no longer appear only as product sponsors, but are often involved in various entrepreneurial ventures as initiators and owners, investors, collaborators, etc. In their entrepreneurial endeavors, they use their fame and influence on both the economy and society. All elements of entrepreneurship can be recognized in their entrepreneurial business stories, with economic, behavioral and sociological aspects. The purpose of this graduate paper is to investigate celebrity entrepreneurship as a new phenomenon in scientific and professional literature and to present the business ventures of several selected celebrities. The goals of the graduate thesis are to define the concept of celebrity entrepreneurship, referring to the theory of entrepreneurship, and to single out examples of celebrity entrepreneurial ventures. In addition to the above, the thesis shows how entrepreneurs can become 'celebrities' thanks to their visionary approaches and the creation of new added value by spotting business opportunities and turning them into entrepreneurial ventures.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:905769
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-12-05 10:39:57