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undergraduate thesis
STRATEGIJA PLAVOG OCEANA
2020. urn:nbn:hr:180:550210
Čović, Matea
Zagreb School of Business

Cite this document

Čović, M. (2020). STRATEGIJA PLAVOG OCEANA (Undergraduate thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:550210

Čović, Matea. "STRATEGIJA PLAVOG OCEANA." Undergraduate thesis, Zagreb School of Business, 2020. https://urn.nsk.hr/urn:nbn:hr:180:550210

Čović, Matea. "STRATEGIJA PLAVOG OCEANA." Undergraduate thesis, Zagreb School of Business, 2020. https://urn.nsk.hr/urn:nbn:hr:180:550210

Čović, M. (2020). 'STRATEGIJA PLAVOG OCEANA', Undergraduate thesis, Zagreb School of Business, accessed 15 January 2025, https://urn.nsk.hr/urn:nbn:hr:180:550210

Čović M. STRATEGIJA PLAVOG OCEANA [Undergraduate thesis]. Zagreb: Zagreb School of Business; 2020 [cited 2025 January 15] Available at: https://urn.nsk.hr/urn:nbn:hr:180:550210

M. Čović, "STRATEGIJA PLAVOG OCEANA", Undergraduate thesis, Zagreb School of Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:180:550210

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Metadata
TitleSTRATEGIJA PLAVOG OCEANA
Title (english)Blue ocean strategy
AuthorMatea Čović
MentorNeven Šipić (mentor)
Committee memberSanja Rocco (predsjednik povjerenstva)
Committee memberTomislav Ivančević (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2020-06-07, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Plavi ocean je metafora na posve drugačije razmišljanju o strategijama i načinu upravljanja poslovanjem poduzeća i organizacija. Novi pristup se zasniva na otkrivanju neosporavanog i neupitnog prostora na tržištu, čime konkurencija gubi na značaju jer postaje sporednom činjenicom poslovanja. Ključni uvid u strategiju plavog oceana rijetko proizlazi iz projiciranja samog trenda. Oni proizlaze iz uvida u posao kako će trend promijeniti vrijednost za kupce i djelovati na poslovni model kompanije.Radni okvir od četiri radnje koje se sastoje od četiri ključna pitanja omogućuju nam da sustavno pronalazimo kako možemo prepraviti elemente vrijednosti za kupce kroz alternativne djelatnosti, kako bismo ponudili kupcima potpuno nov doživljaj dok istodobno zadržavamo svoju strukturu troška niskom. U prijevodu ovo je najtočnija definicija i postupak strategije plavog oceana.
Abstract (english)
The Blue Ocean is a metaphor for thinking completely differently about the strategies and ways of managing businesses and organizations. The new approach is based on discovering an unchallenged and unquestionable space in the market, which makes competition less important as it becomes a side fact of business. The key insight into the blue ocean strategy rarely comes from projecting the trend itself. They stem from the insight into the business that the trend will change value for customers and act on the company’s business model. A four-action framework consisting of four key questions allows us to systematically find how we can remodel elements of value for customers through alternative activities, to offer customers a whole new experience while keeping our cost structure low. In translation, this is the most accurate definition and procedure of the Blue Ocean strategy.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:550210
Study programmeTitle: Marketing management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) marketinga i komunikacija (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-09-08 07:50:07