Uloga top menadžmenta u procesu internacionalizacije

master's thesis

• Title (english): The role of top management in the internalization process
• Author: Vanna Vukelić
• Mentor: Davor Vlajčić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2022-09-06, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Poslovno okruženje nalazi se trenutno u dinamičnim promjenama pod globalizacijskim pritiscima, liberalizacijom tržišta i ostalim suvremenim trendovima. Dodatne pritiske, u novije vrijeme, generira i pandemija (COVID-19), ali i rusko-ukrajinski sukob. U globalu, gore navedeni trendovi sa sobom nose brojne izazove, ali i prilike poduzećima. Poduzeća se uglavnom odlučuju na internacionalizaciju kao ključnu strategiju za uspjeh i bolju konkurentsku poziciju. Uspješnost tog procesa ovisi o mnogim faktorima, međutim, dubinsko razumijevanje tržišta kojem se pristupa je temeljni. U ovom diplomskom radu, proces internacionalizacije analiziran je na temelju studije slučaja i provedenog intervjua s top menadžmentom AD Plastika, vodećeg poduzeća u automobilskoj industriji na području Republike Hrvatske. Predmet ovog rada i ciljevi odnose se na utvrđivanje strateške uloge top menadžmenta u tom procesu i detaljnom razrađivanju čimbenika koji su utjecali na odluke o proširenju na internacionalno tržište. U radu su stoga prikazani rezultati intervjua s top menadžmentom AD Plastika. Iz navedenog su dobiveni razni podaci o ulozi top menadžmenta u internacionalizaciji, na konkretnom primjeru, kao i o izazovima i preprekama. AD Plastik prilikom internacionalizacije i širenja poslovanja pristupa pažljivo, prateći situaciju na tržištu i tome prilagođava vlastito poslovanje i procese.

Abstract (english)

The business environment is currently faced with dynamic changes caused by globalization pressures, market liberalization and other trends. Additional pressures, recently came from pandemic (COVID-19), but also the Russian-Ukrainian conflict. However, beside numerous challenges, those pressures brought new opportunities for companies. Businesses generally opt for internationalization as a key strategy for success and a better competitive position. Successfulness of that process depends on many factors, however, deep understanding of the foreign market presents the most important. In this thesis, the process of internationalization is analyzed based on a case study and an interview conducted with the top management of AD Plastik, a leading company in the automotive industry in Republic of Croatia. The subject of this paper and the objectives are to determine the strategic role of top management in this process and to elaborate in detail the factors that influenced on international market enlargement decision.
The paper therefore presents the results of interviews with the top management of AD Plastik. From the above, various data were obtained on the role of top management in internationalization, on a concrete example, as well as on challenges and obstacles. During the internationalization and expansion of business, AD Plastik approaches carefully, monitoring the market situation and adjusts its own business and processes accordingly.

• Keywords: top menadžment; internacionalizacija; strateško upravljanje; AD Plastik; tržište
• Keywords (english): top management; internationalization; strategic management; AD Plastik; market
• Language: croatian
• URN:NBN: urn:nbn:hr:148:823578
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Repository: REPEFZG
• Created on: 2022-09-12 20:07:26