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undergraduate thesis
Impact of Digitalization on Marketing Practices
Zagreb: University of Zagreb, Faculty of Economics and Business, 2022. urn:nbn:hr:148:422540
Javor, Filip
University of Zagreb
Faculty of Economics and Business

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Javor, F. (2022). Impact of Digitalization on Marketing Practices (Undergraduate thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:422540

Javor, Filip. "Impact of Digitalization on Marketing Practices." Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:422540

Javor, Filip. "Impact of Digitalization on Marketing Practices." Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:422540

Javor, F. (2022). 'Impact of Digitalization on Marketing Practices', Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, accessed 20 January 2025, https://urn.nsk.hr/urn:nbn:hr:148:422540

Javor F. Impact of Digitalization on Marketing Practices [Undergraduate thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2022 [cited 2025 January 20] Available at: https://urn.nsk.hr/urn:nbn:hr:148:422540

F. Javor, "Impact of Digitalization on Marketing Practices", Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:148:422540

Metadata
TitleImpact of Digitalization on Marketing Practices
AuthorFilip Javor
MentorGoran Vlašić (mentor)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2022-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
The paper consists of three main parts. In the first, digital disruption is analysed through different units. The first being the disruption of platformization - including social media platforms as well as email and Google as drivers of digital disruption. Secondly the disruption of retail by numerous web-shop platforms as well as online retail innovations is studied. Next the future of retail including AR, VR and AI is discussed in the second chapter of this paper. The third chapter of this paper focuses on the digital disruption of equity markets. This entails the introduction of online trading, new ways of market manipulation where the famous Gamestop case is discussed, and also the introduction of cryptocurrency markets. The advantages and disadvantages of these new markets are carefully studied. Lastly, the case of the British company Gymshark will be analysed as a great example of a modern company which used all the digital disruptive technologies mentioned in the former part of the paper. The paper ends with a comprehensive conclusion and final remarks where everything said will concisely be summarised.
Keywords
Languageenglish
URN:NBNurn:nbn:hr:148:422540
Study programmeTitle: Business Economics in English
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
Terms of useLicence Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) icon
Created on2022-09-26 15:13:34