prikaz prve stranice dokumenta Strategija plavog oceana - primjeri dobre prakse u svijetu
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master's thesis
Strategija plavog oceana - primjeri dobre prakse u svijetu
Dubrovnik: University of Dubrovnik, 2020. urn:nbn:hr:155:428410
Kolak, Matea
University of Dubrovnik

Institutional repository: Repository of the University of Dubrovnik

Cite this document

Kolak, M. (2020). Strategija plavog oceana - primjeri dobre prakse u svijetu (Master's thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:428410

Kolak, Matea. "Strategija plavog oceana - primjeri dobre prakse u svijetu." Master's thesis, University of Dubrovnik, 2020. https://urn.nsk.hr/urn:nbn:hr:155:428410

Kolak, Matea. "Strategija plavog oceana - primjeri dobre prakse u svijetu." Master's thesis, University of Dubrovnik, 2020. https://urn.nsk.hr/urn:nbn:hr:155:428410

Kolak, M. (2020). 'Strategija plavog oceana - primjeri dobre prakse u svijetu', Master's thesis, University of Dubrovnik, accessed 28 November 2024, https://urn.nsk.hr/urn:nbn:hr:155:428410

Kolak M. Strategija plavog oceana - primjeri dobre prakse u svijetu [Master's thesis]. Dubrovnik: University of Dubrovnik; 2020 [cited 2024 November 28] Available at: https://urn.nsk.hr/urn:nbn:hr:155:428410

M. Kolak, "Strategija plavog oceana - primjeri dobre prakse u svijetu", Master's thesis, University of Dubrovnik, Dubrovnik, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:155:428410

Metadata
TitleStrategija plavog oceana - primjeri dobre prakse u svijetu
Title (english)Blue Ocean Strategy - Example of Good World Practice
AuthorMatea Kolak
MentorIvona Vrdoljak Raguž (mentor)
Committee memberMarija Dragičević Ćurković (predsjednik povjerenstva)
Committee memberZorica Krželj Čolović (član povjerenstva)
GranterUniversity of Dubrovnik
Dubrovnik
Defense date and country2020-09-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Organization and Management
Abstract
Bit strategije plavog oceana jest kreiranje novog tržišnog prostora čineći konkurenciju nevažnom za uspjeh poslovanja organizacije na nacionalnoj i globalnoj razini. Plavi je ocean zapravo metafora za relativno dugu i bezbrižnu plovidbu u vodama neupitnog globalnog tržišta. Ova strategija temelji se na novim pravilima igre, a polazište je u inovaciji vrijednosti koja otvara novi tržišni prostor. Uspješni provoditelji strategije plavog oceana koriste praktične alate za stvaranje novih ponuda. Poseban naglasak u tom smislu leži na inovaciji vrijednosti, odnosno otkrivanju ideja, razvoju ideja u koncepte, realiziranje ideja te njihovu primjernu i uporabu. Cilj rada bio je analizirati uspjeh i posljedice provedbe strategije plavog oceana na konkretnim primjerima iz prakse. Analiza je pokazala da su se promatrane organizacije odlučile na inoviranje vrijednosti. Na taj su se način gotovo odvojile od konkurenata i fokusirale se na poboljšanje performansi.
Abstract (english)
The essence of the Blue Ocean strategy is to create a new market space, making competition irrelevant for the success of the organization, both on national and global level. The blue ocean is actually a metaphor for relatively long and carefree navigation in the waters of an unquestionably global market. This strategy is based on the new rules of the game, and the starting point is the innovation of value that opens up a new market space. Successful implementers of the Blue Ocean Strategy use practical tools to create new offers. Particular emphasis in this regard lies on the innovation of values, or discovering ideas, developing ideas into concepts, the realization of ideas, and their practical use. The aim of the paper was to analyze the success and consequences of the implementation of the Blue Ocean Strategy on concrete case studies. The analysis showed that the observed organizations decided to innovate in value. In this way, they almost separated themselves from competitors and focused on improving performance.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:428410
Study programmeTitle: Business Economics; specializations in: Tourism, Marketing, International Trade, IT Management
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Public note4193
Created on2021-01-25 09:34:49