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undergraduate thesis
NACIONALNA KULTURA I MEĐUNARODNI MARKETING
Završni rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2022. urn:nbn:hr:145:349116
Kožić, Tajana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Institutional repository: EFOS REPOSITORY

Cite this document

Kožić, T. (2022). NACIONALNA KULTURA I MEĐUNARODNI MARKETING : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:349116

Kožić, Tajana. "NACIONALNA KULTURA I MEĐUNARODNI MARKETING : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:349116

Kožić, Tajana. "NACIONALNA KULTURA I MEĐUNARODNI MARKETING : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:349116

Kožić, T. (2022). 'NACIONALNA KULTURA I MEĐUNARODNI MARKETING : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 22 July 2024, https://urn.nsk.hr/urn:nbn:hr:145:349116

Kožić T. NACIONALNA KULTURA I MEĐUNARODNI MARKETING : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 July 22] Available at: https://urn.nsk.hr/urn:nbn:hr:145:349116

T. Kožić, "NACIONALNA KULTURA I MEĐUNARODNI MARKETING : Završni rad", Undergraduate 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:145:349116

Metadata
TitleNACIONALNA KULTURA I MEĐUNARODNI MARKETING : Završni rad
Title (english)NATIONAL CULTURE AND INTERNATIONAL MARKETING : Final paper
AuthorTajana Kožić
MentorMirna Leko Šimić (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2022-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Nacionalna kultura je model koji je postavljen od strane nizozemskog profesora organizacijske antropologije i internacionalnog menadžmenta, psihologa, znanstvenika te istraživača Geerta Hofstede-a. Nacionalna kultura odnosi se na društvene obrasce ponašanja, od ponašanja u obitelji do ponašanja na javnim mjestima, u radnoj organizaciji ili kao način na koji se oblikuju ideje o drugim nacijama i kulturama. S druge strane, međunarodni marketing se definira kao koordinirano izvođenje marketinških aktivnosti u više od jedne zemlje u cilju obavljanja razmjene koja zadovoljava ciljeve pojedinaca, organizacija i društva u cjelini. Poveznica između nacionalna kulture i međunarodnog marketinga je u tome što je međunarodni marketing povezan s primjenom marketinga u različitim kulturama ili sredinama. Osnovni cilj ovoga rada je teorijski objasniti nacionalnu kulturu, detaljno razraditi Hofstedeov model nacionalna kulture, definirati što je to međunarodni marketing te usporediti utjecaj nacionalne kulture istočnih i zapadnih zemalja na međunarodni marketing. Empirijski dio rada odnosi se na utjecaj nacionalne kulture na međunarodno poslovanje gdje su objašnjeni primjeri dobre ili loše poslovne prakse.
Abstract (english)
National culture is a model set by the Dutch professor of organizational anthropology and international management, psychologist, scientist, and researcher Geert Hofstede. National culture refers to social patterns of behavior, from family behavior to behavior in public places, in a work organization, or as a way of sharing ideas about other nations and cultures. On the other hand, international marketing is defined as the coordinated conduct of marketing activities in more than one country in order to conduct an exchange that meets the goals of individuals, organizations, and society as a whole. The link between national culture and international marketing is that international marketing is related to the application of marketing in different cultures or environments. The main goal of this paper is to theoretically explain national culture, elaborate on Hofstede's model of national culture, define what international marketing is and compare the influence of the national culture of Eastern and Western countries on international marketing. The empirical part of the paper refers to national cultures to international business where examples of good or bad business practice are explained.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:349116
Study programmeTitle: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
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Created on2023-06-21 08:57:15