Globalization, Marina Tourism, Management and Business Intelligence

In this paper, we will deal with four crucial economic categories. The first is globalization, which is a process enabling financial and investment markets to operate internationally, largely as a result of deregulation and improved communications. The second is marina tourism, which is more popular in Croatia and in the Mediterranean every year. The third is management, in focus especially by management guru Peter Drucker who once said: "The basic task of a management is twofold: marketing and innovation". And last, the fourth is business intelligence which can be defined as a center formed by business companies whose goal is to compile information on skills, technology and taken steps of their competitors. After compiling this data, its classification and processing, the final product is submitted to entities for a decision making process. Namely, possessing such information, i.e., facts and figures and market knowledge, it assists - most often crucially - in being competitive on the business market. This is what Professor Stevan Dedijer spoke of, "When company boards comprehended this, they began forming intelligence agencies which, very soon, became the radar of every smart company. Of course, the radar - which in opaque and unstable markets can anticipate extraction from dan- gerous situations". The key question is: what of expenses and what is the advantage for business companies founding business intelligence? The answer is: it is not a question of expense but investment and regarding benefits; there are quite a few, i.e.: in-depth knowledge of internal weaknesses, optimal opportunities and potential damage; foreseeing and managing risk; perceiving feasible niche marketing; perceiving the advantages and deficiencies of the competition; improving the process of ex-ante and ex-post planning and decision making; actuating initiatives and innovations before the competition. I would like to revert to the first and most difficult area - the area of compiling information. Thus, the operatives in business intelligence services have several available ways in compiling information. Actually, it is in the obtaining of raw material. Priority wise, we speak of primary and secondary information sources. Primary information sources refer to all company leaders heading specific business companies whose goal is business analysis. This group not only includes the chief executive officer (CEO), chief financial officer (CFO) but the chief marketing officer (CMO) as well. Their presentations, speeches and interviews are on the manner of their presentation, interviews and speeches which have also undergone analysis. Primary information sources also comprise publicly available analysis reports, those following general annual shareholders' meetings but also those after extraordinary shareholders' meetings. Secondary information sources refer to: publicly available reports, those following general annual shareholders' meetings and, especially, those after extraordinary shareholders' meetings, internet, on-line and digitally based data, monographs, newspaper and journal articles, TV and radio broadcasts and so on. Such information can also be obtained by monitoring events, stock exchanges (tourist or otherwise) as well as congresses and/or conferences whereby representatives of a specific economic entity specially targets and analyzes intelligence. Within this context, we have a division of accessibility criteria to - open, semi-open, closed information sources. At the very end of this abstract, we have to underline that managers should know: Business Intelligence creates the most important resource for every management, including marina tourism management.