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Istraå½Ivanje Prakse Hrvatskih Poduze A U Razvoju I Upravljanju Markom Poslovne Usluge

Author

Listed:
  • Dubravka SinÄ ić Ćorić

    (SveuÄ iliÅ¡te u Zagrebu, Ekonomski fakultet)

  • Lucija Babić

Abstract

Rad izuÄ ava temu razvoja i upravljanja markama poslovnih usluga. Nakon pregleda teorijskog dijela, u radu se predstavljaju rezultati primarnog istraživanja. Cilj je istraživanja utvrditi na koji naÄ in hrvatska poduzeća razvijaju svoju marku usluga, kako njome upravljaju, kako prenose informacije o njoj i na koji je naÄ in vrednuju. Provedeno je jednokratno krossekcijsko istraživanje na prigodnom uzorku poduzeća koja pružaju razliÄ ite poslovne usluge. Rezultati pokazuju kako se analizirana poduzeća prema marki svoje usluge odnose kao prema vrijednoj nematerijalnoj imovini, primjenjuju holistiÄ ki pristup izgradnje marke te najÄ ešće primjenjuju strategiju korporativne marke. Neodvojivost usluge od zaposlenika rezultira time da su hrvatska poduzeća viÅ¡e usmjerena na interno nego na eksterno komuniciranje. S obzirom na to da je istraživanje razvoja i upravljanja markama usluga na poslovnim tržiÅ¡tima manje istraženo u odnosu na tržiÅ¡te krajnje potroÅ¡nje, rad pridonosi novim spoznajama u ovom podruÄ ju. Osim toga, zakljuÄ ci temeljeni na istraživanju predstavljaju vrijednu spoznaju za poduzeća koja žele aktivno upravljati svojom markom poslovne usluge.

Suggested Citation

  • Dubravka SinÄ ić Ćorić & Lucija Babić, 2021. "Istraå½Ivanje Prakse Hrvatskih Poduze A U Razvoju I Upravljanju Markom Poslovne Usluge," Ekonomski pregled, Hrvatsko društvo ekonomista (Croatian Society of Economists), vol. 72(4), pages 571-596.
    • Handle: RePEc:hde:epregl:v:72:y:2021:i:4:p:571-596
    DOI: 10.32910/ep.72.4.4
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    More about this item

    Keywords

    marka poslovne usluge; poslovna tržišta; identitet marke usluge; vrijednost marke usluge; korporativna marka;
    All these keywords.

    JEL classification:

    • L8 - Industrial Organization - - Industry Studies: Services
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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