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master's thesis
Razvijanje održive konkurentske prednosti u industriji marina
2018. urn:nbn:hr:164:092784
Ukić, Iris
University of Split
Faculty of Maritime Studies
Department of nautical studies

Cite this document

Ukić, I. (2018). Razvijanje održive konkurentske prednosti u industriji marina (Master's thesis). Split: University of Split, Faculty of Maritime Studies. Retrieved from https://urn.nsk.hr/urn:nbn:hr:164:092784

Ukić, Iris. "Razvijanje održive konkurentske prednosti u industriji marina." Master's thesis, University of Split, Faculty of Maritime Studies, 2018. https://urn.nsk.hr/urn:nbn:hr:164:092784

Ukić, Iris. "Razvijanje održive konkurentske prednosti u industriji marina." Master's thesis, University of Split, Faculty of Maritime Studies, 2018. https://urn.nsk.hr/urn:nbn:hr:164:092784

Ukić, I. (2018). 'Razvijanje održive konkurentske prednosti u industriji marina', Master's thesis, University of Split, Faculty of Maritime Studies, accessed 23 November 2024, https://urn.nsk.hr/urn:nbn:hr:164:092784

Ukić I. Razvijanje održive konkurentske prednosti u industriji marina [Master's thesis]. Split: University of Split, Faculty of Maritime Studies; 2018 [cited 2024 November 23] Available at: https://urn.nsk.hr/urn:nbn:hr:164:092784

I. Ukić, "Razvijanje održive konkurentske prednosti u industriji marina", Master's thesis, University of Split, Faculty of Maritime Studies, Split, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:164:092784

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Metadata
TitleRazvijanje održive konkurentske prednosti u industriji marina
Title (english)Creating Sustainable Competitive Advantage in Marina Industry
AuthorIris Ukić
MentorEli Marušić (mentor)
Committee memberVeljko Plazibat (predsjednik povjerenstva)
Committee memberVinko Vidučić (član povjerenstva)
GranterUniversity of Split
Faculty of Maritime Studies
(Department of nautical studies)
Split
Defense date and country2018-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		TECHNICAL SCIENCES
Traffic and Transport Technology
Abstract
U radu se istražuju mogućnosti razvijanja održive konkurentske prednosti u industriji marina, primjenom generičkih konkurencijskih strategija (Porter, 1985.), pri čemu se u fokus stavlja strategija diferencijacije. Navedena strategija omogućuje konkurentsko nadmetanje marina putem stvaranja jedinstvene ponude ili obilježja koje cijene turist-nautičari. Na reprezentativnom uzorku marina u radu se identificiraju različite aktivnosti koje potiču stvaranje zajedničke vrijednosti (eng. Creating Shared Value, CSV) te omogućuju uspješno diferenciranje ponude i imidža u industriji. Primjenom koncepta zajedničke vrijednosti u svoju konkurencijsku strategiju marine su usmjerene na zadovoljavanje zahtjeva turista-nautičara i vlasnika/operatora, te interesa djelatnika i cijele zajednice, uz poseban naglasak na brigu za okoliš. Na taj način marina pokazuje svoju usmjerenost na društveno odgovorno poslovanje.
Abstract (english)
This paper explores the possibilities of developing a sustainable competitive advantage in the marina industry through the application of generic competitive strategies (Porter, 1985.), whereby the main focus is directed towards the differentiation strategy. The aforementioned strategy makes it possible for marinas to competitively bid while creating a unique offer or feature which is highly appreciated by the tourist-sailor. Using an exemplary sample of marinas, this paper identifies various activities that promote the creation of shared value while also enabling a successful differentiation of offers and images in the industry. By applying the concept of shared value in their competitive strategy, marinas are aimed at satisfying the requirements of a tourist-sailor and owner/operator, as well as the interests of employees and entire communities, with a special emphasis on environmental preservation. This way a marina demonstrates its focus on socially responsible business behaviour.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:164:092784
Study programmeTitle: Maritime Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra inženjer/inženjerka pomorskog menadžmenta (magistar/magistra inženjer/inženjerka pomorskog menadžmenta)
Type of resourceText
File originBorn digital
Access conditionsClosed access
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Created on2018-10-19 14:44:03