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master's thesis
Strategija elektronske maloprodaje „Amazon.com“ na globalnom tržištu
2021. urn:nbn:hr:180:081303
Kratofil, Kristina
Zagreb School of Business

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Kratofil, K. (2021). Strategija elektronske maloprodaje „Amazon.com“ na globalnom tržištu (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:081303

Kratofil, Kristina. "Strategija elektronske maloprodaje „Amazon.com“ na globalnom tržištu." Master's thesis, Zagreb School of Business, 2021. https://urn.nsk.hr/urn:nbn:hr:180:081303

Kratofil, Kristina. "Strategija elektronske maloprodaje „Amazon.com“ na globalnom tržištu." Master's thesis, Zagreb School of Business, 2021. https://urn.nsk.hr/urn:nbn:hr:180:081303

Kratofil, K. (2021). 'Strategija elektronske maloprodaje „Amazon.com“ na globalnom tržištu', Master's thesis, Zagreb School of Business, accessed 10 April 2025, https://urn.nsk.hr/urn:nbn:hr:180:081303

Kratofil K. Strategija elektronske maloprodaje „Amazon.com“ na globalnom tržištu [Master's thesis]. Zagreb: Zagreb School of Business; 2021 [cited 2025 April 10] Available at: https://urn.nsk.hr/urn:nbn:hr:180:081303

K. Kratofil, "Strategija elektronske maloprodaje „Amazon.com“ na globalnom tržištu", Master's thesis, Zagreb School of Business, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:180:081303

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Metadata
TitleStrategija elektronske maloprodaje „Amazon.com“ na globalnom tržištu
Title (english)Amazon.com's e-commerce strategy in the global market
AuthorKristina Kratofil
MentorDijana Vuković (mentor)
Committee memberTanja Grmuša (predsjednik povjerenstva)
Committee memberGoran Luburić (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2021-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Organization and Management
Abstract
U radu je definiran koncept maloprodaje poduzeća Amazon, najveće i najuspješnije platforme za elektronsku kupovinu na svijetu. Također, objašnjena je povezanost digitalne globalizacije i marketinga, online trgovina, maloprodajne strategije u online okruženju, te na kraju i studija oglednog primjera (Amazon.com – Phygital maloprodaja Amazon.com). Online prodaja postaje sve popularnija u životu suvremenog čovjeka, a offline trgovine moraju imati i elektronsku prodaju ako žele opstati u današnjem poslovanju. U budućnosti se može očekivati mnogo više online trgovina, ali to ne mora nužno značiti da će koncept offline trgovine u potpunosti izumrijeti. To je vidljivo i iz primjera razvoja koncepta „Amazon Go“ trgovine, koji je također naveden u radu. Offline trgovine koje digitaliziraju svoje poslovanje poput „Amazon Go“ trgovina, a uz to još imaju i online trgovinu će definitivno biti najuspješnije na tržištu budućnosti. Naravno, Amazon kao prethodnik ovakve transformacije će vjerojatno nastaviti s pozitivnim trendom svog (maloprodajnog) poslovanja i razvitkom novih tehnologija za unaprjeđenije korisnikovog iskustva offline i online kupovine.
Abstract (english)
The paper defines the retail concept of Amazon, the largest and most successful e-shopping platform in the world. Also, the connection between digital globalization and marketing, online shopping, retail strategies in the online environment, and finally a case study (Amazon.com - Phygital retail Amazon.com) is explained. Online sales are becoming increasingly popular in the life of the modern man, and offline stores must also have e - sales if they want to survive in today’s business. Many more online stores can be expected in the future, but this does not necessarily mean that the concept of offline shopping will become completely extinct. This can be seen from the example in development of the concept of "Amazon Go" trade, which is also mentioned in the paper. Offline stores that digitize their business like "Amazon Go" stores, and also have an online store will definitely be the most successful in the market of the future. Of course, Amazon as a forerunner of this transformation is likely to continue with the positive trend of its (retail) business and the development of new technologies for a more enhanced user experience in offline and online shopping.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:081303
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist/specijalistica marketinga i komunikacija (stručni specijalist/specijalistica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-11-16 12:40:52