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undergraduate thesis
ULOGA INTERKULTURALNE KOMUNIKACIJE U KORPORATIVNOM KOMUNICIRANJU BRENDOVA - STUDIJA SLUČAJA ROBNE KUĆE IKEA
2017. urn:nbn:hr:180:007269
Bunjevac, Filip
Zagreb School of Business

Cite this document

Bunjevac, F. (2017). ULOGA INTERKULTURALNE KOMUNIKACIJE U KORPORATIVNOM KOMUNICIRANJU BRENDOVA - STUDIJA SLUČAJA ROBNE KUĆE IKEA (Undergraduate thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:007269

Bunjevac, Filip. "ULOGA INTERKULTURALNE KOMUNIKACIJE U KORPORATIVNOM KOMUNICIRANJU BRENDOVA - STUDIJA SLUČAJA ROBNE KUĆE IKEA." Undergraduate thesis, Zagreb School of Business, 2017. https://urn.nsk.hr/urn:nbn:hr:180:007269

Bunjevac, Filip. "ULOGA INTERKULTURALNE KOMUNIKACIJE U KORPORATIVNOM KOMUNICIRANJU BRENDOVA - STUDIJA SLUČAJA ROBNE KUĆE IKEA." Undergraduate thesis, Zagreb School of Business, 2017. https://urn.nsk.hr/urn:nbn:hr:180:007269

Bunjevac, F. (2017). 'ULOGA INTERKULTURALNE KOMUNIKACIJE U KORPORATIVNOM KOMUNICIRANJU BRENDOVA - STUDIJA SLUČAJA ROBNE KUĆE IKEA', Undergraduate thesis, Zagreb School of Business, accessed 15 November 2024, https://urn.nsk.hr/urn:nbn:hr:180:007269

Bunjevac F. ULOGA INTERKULTURALNE KOMUNIKACIJE U KORPORATIVNOM KOMUNICIRANJU BRENDOVA - STUDIJA SLUČAJA ROBNE KUĆE IKEA [Undergraduate thesis]. Zagreb: Zagreb School of Business; 2017 [cited 2024 November 15] Available at: https://urn.nsk.hr/urn:nbn:hr:180:007269

F. Bunjevac, "ULOGA INTERKULTURALNE KOMUNIKACIJE U KORPORATIVNOM KOMUNICIRANJU BRENDOVA - STUDIJA SLUČAJA ROBNE KUĆE IKEA", Undergraduate thesis, Zagreb School of Business, Zagreb, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:180:007269

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TitleULOGA INTERKULTURALNE KOMUNIKACIJE U KORPORATIVNOM KOMUNICIRANJU BRENDOVA - STUDIJA SLUČAJA ROBNE KUĆE IKEA
Title (english)The role of intercultural communication in corporate brand communications - IKEA business case study
AuthorFilip Bunjevac
MentorTanja Grmuša (mentor)
Committee memberIvana Greguric (predsjednik povjerenstva)
Committee memberTomislav Ivančević (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2017-10-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Communicology
Abstract
Danas korporacije izuzetnu pažnju posvećuju imidžu i identitetu same kompanije. Kako bismo ostvarili zacrtane ciljeve u poslu, važna je komunikacija. Odijeli korporativnih komunikacija često se susreću s kulturološkim preprekama kao što su vrsta poruke koju će komunicirati prema javnosti. Kada kažemo kulturološke prepreke, često pomislimo i na neke od stereotipa, odnosno pokušaj predviđanja čovjekovog ponašanja na osnovi njegove pripadnosti određenoj skupini. Također, sve se više susrećemo s pojmovima interkulturalizacije i etnokonzumerizma koji nam govore o važnosti poznavanja strane kulturoloških aspekata. U radu je obrađena studija slučaja robne kuće IKEA. U njemu je prikazan razvoj jedne od najvećih svjetskih korporacija današnjice. Za takav tip razvoja novog brenda na tržištu potrebna je i edukacija novoga tržišta jer se ukusi razlikuju u svakoj kulturi. IKEA je izabrala strategiju kojom u svojim trgovinama na samome početku ima 20 % tradicionalnog stila unutar određene kulture, te 80 % izvornog švedskog minimalističkog stila. Nameće se pitanje uspijeva li robna kuća IKEA doista ispuniti svoju viziju stvaranja boljeg svakodnevnog života većini ljudi?
Abstract (english)
In today's world, the companies are paying incredible amount of attention to improving their company’s image and identity. In my opinion, communication is the key to achieving goals in today’s business world. The departments of corporative communications are often met with cultural barriers such as the messages that are transmitted towards the public. When we say that they are met with cultural barriers, we often think of various stereotypes, i.e. the attempt of foreseeing the human behavior based on its belonging to a certain group. Relatively new phrases such as inter-culturalization and ethno-consumerism are both showing us the importance of knowing the side of cultural aspects. In this paper I have decided to take a deeper look into the IKEA case study. In it I have showed the growth of one of the biggest corporations in the world. To achieve this level of growth it is crucial to educate the new market, simply because every culture has a different taste. IKEA has chosen the strategy in which she, from the very beginning, acknowledges the traditional style of the culture represented in the state in which the stores are located by having 20% of the products designed in the traditional spirit, while keeping the original Swedish minimalistic style (80%). The question that now imposes itself is – is IKEA truly fulfilling its vision of making the everyday life better for most of its consumers?
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:007269
Study programmeTitle: Marketing management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-10-18 10:37:14