Strategic planning in development programs of Croatian viticulture and oenology

Razvojni programi (RP) u vinogradarstvu i vinarstvu (RP-VIV) donose se ukoliko postoji prijetnja za postojeće stanje ili u okolnostima ograničenih resursa. U radu je na primjerima RP-VIV-a Hrvatske analiziran proces njihova donošenja, mapirani su dionici tog procesa te su istraženi percepcija i stavovi dionika. Postoje dva osnovna polazišta za izradu RP-a: 1. „analitičko“ polazište odnosno pristup „odozgo prema dolje“ (engl. top-down); 2. „sintetičko“ polazište–odnosno pristup „odozdo prema gore“ (engl. bottom-up). Prvo polazište koji ujedno ne uvažava participativan pristup (PP) za neke grupe dionika percipirano je nepravednim zbog isključenosti ili uzrokuje otpor pri provođenju. Suprotno tomu, drugo polazište uz PP percipirano je pozitivno i opravdano u smislu: adekvatnosti, specifičnosti, mjerljivosti te dostižnosti ciljeva. Efikasan PP dionika pri donošenju RP-a moguć je novim strukturiranim modelom komunikacije dionika (SMKD).Development programs in viticulture and oenology (DPVO) are provided if there is a threat to the existing situation or to the circumstances of limited resources. Croatia is characterized by a long-term unfavorable structure in terms of: population age, education level, productivity, unemployment and public administration. The objectives of the research were to study the efficacy of the DPVO by comparing the set goals and indices change in the sector in the period 2004 – 2014. Mapping of the stakeholders in the DPVO process, identification of their attitudes and opinions for the former DPVO development processes, is to be used for the structured stakeholder communication model in process of DPVO creation. The goals of DPVO were analyzed in the official documents and changes in the sector's production and economic characteristics have been checked in publicly available data sources. Goals from three DPVO in the studied period were identified. For the most of the goals, it was found that achievements are partially measurable or cannot be measured at all. There were two surveys in this study. First, a survey questionnaire with closed and open questions, answered by 102 respondents. The Second was "Q methodology" research on 46 respondents. Data analysis has shown that significant areas of vineyards have been planted beside the official development programs. The dynamics of planting vineyards in the period 2004 - 2014 suffice only to preserve vineyards. A significant number of vineyards in Croatia is in the age group above 20 years. The annual retirement rate for vineyards at 30 years of age is estimated at 1.83% (512.4 hectares). The production of grapes and wines in the whole studied period varies significantly with the occurrence of climatic extremes. Imports and exports of wines vary. Exports are 4.4 times lower than wine imports. The average export price of wine is 3.99 USD and the average import price is 1.54 USD per liter of wine. Quantitative wine imports are growing in quantitatively bad vintages and falling in quantitatively good vintages. The research involved mapping of stakeholders of the DPVO process and study of their attitudes. Responses show that 51% of respondents agree that they should be involved in the process of setting targets for the DPVO. More than 57% are ready to take part in the development of future DPVO goals. Only 1% of respondents believe that the stakeholders were fully involved in the process of setting the RP-VIV goals, and 2% that the users were involved in the same process. The overwhelming attitude of the respondents was that the DPVO goals were set top-down and not a bottom-up. As a positive feature of the development programs, the users highlighted two: the usefulness (23.8%) and funds offered (14.9%). The total absence of positive characteristics was highlighted by 19.8% of respondents. Of the negative characteristics, they highlighted: too much of application documentation (34.7%), complicated application (29.7%), too high criteria for fulfilling the conditions of application (29.7%), delay in approval of application and payment of funds (24.8%), poor communication with competent institutions (21.8%), etc. Factor analysis of the results of the Q research methodology distinguished two factors.The first factor is called “Patriotic Normative Excellence“ because it emphasizes the image of Croatia, preservation of the vineyards, autochthonousness, exports, high application criteria for grants, fast application to grants, efficiency, measurability, originality. The second factor is called “Practical Entrepreneurship and Cooperation“ because it points to cooperation, measurability, interdisciplinary communication, the image of wine domestically, tourism in Croatia, wine culture in Croatia, autochthonousness. The structured public model of communication with stakeholders (SPMCS) is already present in Croatia, via the Internet "e-counseling" platform. For 42.2% of respondents, this platform is unknown. Unlike the existing SPMCS, an exploration model has been defined, characterized by simplicity, cost-effectiveness, efficient application, early involvement of different stakeholder groups and ex-ante removal of identified obstacles. Proposal of a SPMCS containing the correct application of the Q-methodology in the primary phase of the creation process is a key contribution to the redefinition of SPMCS priorities. Set goals that reflect the rank of such priorities in all stages of adoption and implementation of SPMCS will ensure a high level of stakeholder participation and the success. Existing public and commercial databases offer additional information what should be primarily used for the SPMCS, not for the conclusions exclusively. This research aims to contribute to the organization and coordination of stakeholders in the creation of strategic and operational programs in viticulture and winemaking, taking into account individual and group viewpoints. Q-methodology application on PDVO provides insight into benefits when planning participatory processes in agriculture and rural development generally

Strategic planning in development programs of Croatian viticulture and oenology

Razvojni programi (RP) u vinogradarstvu i vinarstvu (RP-VIV) donose se ukoliko postoji prijetnja za postojeće stanje ili u okolnostima ograničenih resursa. U radu je na primjerima RP-VIV-a Hrvatske analiziran proces njihova donošenja, mapirani su dionici tog procesa te su istraženi percepcija i stavovi dionika. Postoje dva osnovna polazišta za izradu RP-a: 1. „analitičko“ polazište odnosno pristup „odozgo prema dolje“ (engl. top-down); 2. „sintetičko“ polazište–odnosno pristup „odozdo prema gore“ (engl. bottom-up). Prvo polazište koji ujedno ne uvažava participativan pristup (PP) za neke grupe dionika percipirano je nepravednim zbog isključenosti ili uzrokuje otpor pri provođenju. Suprotno tomu, drugo polazište uz PP percipirano je pozitivno i opravdano u smislu: adekvatnosti, specifičnosti, mjerljivosti te dostižnosti ciljeva. Efikasan PP dionika pri donošenju RP-a moguć je novim strukturiranim modelom komunikacije dionika (SMKD).Development programs in viticulture and oenology (DPVO) are provided if there is a threat to the existing situation or to the circumstances of limited resources. Croatia is characterized by a long-term unfavorable structure in terms of: population age, education level, productivity, unemployment and public administration. The objectives of the research were to study the efficacy of the DPVO by comparing the set goals and indices change in the sector in the period 2004 – 2014. Mapping of the stakeholders in the DPVO process, identification of their attitudes and opinions for the former DPVO development processes, is to be used for the structured stakeholder communication model in process of DPVO creation. The goals of DPVO were analyzed in the official documents and changes in the sector's production and economic characteristics have been checked in publicly available data sources. Goals from three DPVO in the studied period were identified. For the most of the goals, it was found that achievements are partially measurable or cannot be measured at all. There were two surveys in this study. First, a survey questionnaire with closed and open questions, answered by 102 respondents. The Second was "Q methodology" research on 46 respondents. Data analysis has shown that significant areas of vineyards have been planted beside the official development programs. The dynamics of planting vineyards in the period 2004 - 2014 suffice only to preserve vineyards. A significant number of vineyards in Croatia is in the age group above 20 years. The annual retirement rate for vineyards at 30 years of age is estimated at 1.83% (512.4 hectares). The production of grapes and wines in the whole studied period varies significantly with the occurrence of climatic extremes. Imports and exports of wines vary. Exports are 4.4 times lower than wine imports. The average export price of wine is 3.99 USD and the average import price is 1.54 USD per liter of wine. Quantitative wine imports are growing in quantitatively bad vintages and falling in quantitatively good vintages. The research involved mapping of stakeholders of the DPVO process and study of their attitudes. Responses show that 51% of respondents agree that they should be involved in the process of setting targets for the DPVO. More than 57% are ready to take part in the development of future DPVO goals. Only 1% of respondents believe that the stakeholders were fully involved in the process of setting the RP-VIV goals, and 2% that the users were involved in the same process. The overwhelming attitude of the respondents was that the DPVO goals were set top-down and not a bottom-up. As a positive feature of the development programs, the users highlighted two: the usefulness (23.8%) and funds offered (14.9%). The total absence of positive characteristics was highlighted by 19.8% of respondents. Of the negative characteristics, they highlighted: too much of application documentation (34.7%), complicated application (29.7%), too high criteria for fulfilling the conditions of application (29.7%), delay in approval of application and payment of funds (24.8%), poor communication with competent institutions (21.8%), etc. Factor analysis of the results of the Q research methodology distinguished two factors.The first factor is called “Patriotic Normative Excellence“ because it emphasizes the image of Croatia, preservation of the vineyards, autochthonousness, exports, high application criteria for grants, fast application to grants, efficiency, measurability, originality. The second factor is called “Practical Entrepreneurship and Cooperation“ because it points to cooperation, measurability, interdisciplinary communication, the image of wine domestically, tourism in Croatia, wine culture in Croatia, autochthonousness. The structured public model of communication with stakeholders (SPMCS) is already present in Croatia, via the Internet "e-counseling" platform. For 42.2% of respondents, this platform is unknown. Unlike the existing SPMCS, an exploration model has been defined, characterized by simplicity, cost-effectiveness, efficient application, early involvement of different stakeholder groups and ex-ante removal of identified obstacles. Proposal of a SPMCS containing the correct application of the Q-methodology in the primary phase of the creation process is a key contribution to the redefinition of SPMCS priorities. Set goals that reflect the rank of such priorities in all stages of adoption and implementation of SPMCS will ensure a high level of stakeholder participation and the success. Existing public and commercial databases offer additional information what should be primarily used for the SPMCS, not for the conclusions exclusively. This research aims to contribute to the organization and coordination of stakeholders in the creation of strategic and operational programs in viticulture and winemaking, taking into account individual and group viewpoints. Q-methodology application on PDVO provides insight into benefits when planning participatory processes in agriculture and rural development generally

Strategic planning in development programs of Croatian viticulture and oenology

Razvojni programi (RP) u vinogradarstvu i vinarstvu (RP-VIV) donose se ukoliko postoji prijetnja za postojeće stanje ili u okolnostima ograničenih resursa. U radu je na primjerima RP-VIV-a Hrvatske analiziran proces njihova donošenja, mapirani su dionici tog procesa te su istraženi percepcija i stavovi dionika. Postoje dva osnovna polazišta za izradu RP-a: 1. „analitičko“ polazište odnosno pristup „odozgo prema dolje“ (engl. top-down); 2. „sintetičko“ polazište–odnosno pristup „odozdo prema gore“ (engl. bottom-up). Prvo polazište koji ujedno ne uvažava participativan pristup (PP) za neke grupe dionika percipirano je nepravednim zbog isključenosti ili uzrokuje otpor pri provođenju. Suprotno tomu, drugo polazište uz PP percipirano je pozitivno i opravdano u smislu: adekvatnosti, specifičnosti, mjerljivosti te dostižnosti ciljeva. Efikasan PP dionika pri donošenju RP-a moguć je novim strukturiranim modelom komunikacije dionika (SMKD).Development programs in viticulture and oenology (DPVO) are provided if there is a threat to the existing situation or to the circumstances of limited resources. Croatia is characterized by a long-term unfavorable structure in terms of: population age, education level, productivity, unemployment and public administration. The objectives of the research were to study the efficacy of the DPVO by comparing the set goals and indices change in the sector in the period 2004 – 2014. Mapping of the stakeholders in the DPVO process, identification of their attitudes and opinions for the former DPVO development processes, is to be used for the structured stakeholder communication model in process of DPVO creation. The goals of DPVO were analyzed in the official documents and changes in the sector's production and economic characteristics have been checked in publicly available data sources. Goals from three DPVO in the studied period were identified. For the most of the goals, it was found that achievements are partially measurable or cannot be measured at all. There were two surveys in this study. First, a survey questionnaire with closed and open questions, answered by 102 respondents. The Second was "Q methodology" research on 46 respondents. Data analysis has shown that significant areas of vineyards have been planted beside the official development programs. The dynamics of planting vineyards in the period 2004 - 2014 suffice only to preserve vineyards. A significant number of vineyards in Croatia is in the age group above 20 years. The annual retirement rate for vineyards at 30 years of age is estimated at 1.83% (512.4 hectares). The production of grapes and wines in the whole studied period varies significantly with the occurrence of climatic extremes. Imports and exports of wines vary. Exports are 4.4 times lower than wine imports. The average export price of wine is 3.99 USD and the average import price is 1.54 USD per liter of wine. Quantitative wine imports are growing in quantitatively bad vintages and falling in quantitatively good vintages. The research involved mapping of stakeholders of the DPVO process and study of their attitudes. Responses show that 51% of respondents agree that they should be involved in the process of setting targets for the DPVO. More than 57% are ready to take part in the development of future DPVO goals. Only 1% of respondents believe that the stakeholders were fully involved in the process of setting the RP-VIV goals, and 2% that the users were involved in the same process. The overwhelming attitude of the respondents was that the DPVO goals were set top-down and not a bottom-up. As a positive feature of the development programs, the users highlighted two: the usefulness (23.8%) and funds offered (14.9%). The total absence of positive characteristics was highlighted by 19.8% of respondents. Of the negative characteristics, they highlighted: too much of application documentation (34.7%), complicated application (29.7%), too high criteria for fulfilling the conditions of application (29.7%), delay in approval of application and payment of funds (24.8%), poor communication with competent institutions (21.8%), etc. Factor analysis of the results of the Q research methodology distinguished two factors.The first factor is called “Patriotic Normative Excellence“ because it emphasizes the image of Croatia, preservation of the vineyards, autochthonousness, exports, high application criteria for grants, fast application to grants, efficiency, measurability, originality. The second factor is called “Practical Entrepreneurship and Cooperation“ because it points to cooperation, measurability, interdisciplinary communication, the image of wine domestically, tourism in Croatia, wine culture in Croatia, autochthonousness. The structured public model of communication with stakeholders (SPMCS) is already present in Croatia, via the Internet "e-counseling" platform. For 42.2% of respondents, this platform is unknown. Unlike the existing SPMCS, an exploration model has been defined, characterized by simplicity, cost-effectiveness, efficient application, early involvement of different stakeholder groups and ex-ante removal of identified obstacles. Proposal of a SPMCS containing the correct application of the Q-methodology in the primary phase of the creation process is a key contribution to the redefinition of SPMCS priorities. Set goals that reflect the rank of such priorities in all stages of adoption and implementation of SPMCS will ensure a high level of stakeholder participation and the success. Existing public and commercial databases offer additional information what should be primarily used for the SPMCS, not for the conclusions exclusively. This research aims to contribute to the organization and coordination of stakeholders in the creation of strategic and operational programs in viticulture and winemaking, taking into account individual and group viewpoints. Q-methodology application on PDVO provides insight into benefits when planning participatory processes in agriculture and rural development generally

Pozicioniranje „PR stunt-a“ u strateškom komuniciranju visokog školstva

“PR stunt” or „Publicity Stunt“ is a carefully planned event with the aim of drawing public attention to the organizers of the stunt or to another goal of the stunt organization. The reasons for considering the use of a promotional stunt have a great potential for a return to investment and the “earnings” from unpaid advertisements in the media which spontaneously reported that something interesting had happened. Apart from the media themselves, the general public also significantly contributes to the spread of publicity through stunts, so that today practically everyone can record the interesting thing they come across via their smartphone and share it on the Internet. Higher education, but also general education, has transformed from a traditional centuries-old approach where the focus was on teachers and institutions to a modern mass approach where the focus is on students and studying occurs through partnership and cooperation within the learning process. The emergence of mass higher education in almost all countries of the world now implies public criticism of factors such as: the quality of lifelong learning services, the success of examinations, the management of the institution, the form of funding and the student standard. Massification is accompanied by the expansion and diversification of higher education, and the result of the latter is the emergence of competition among individual higher education institutions. Therefore, the importance of effectively conveying the message of a higher education institution to a (potential) student or his sponsor of education therefore becomes the subject of professional marketing communication. The paper provides an overview of PR Stunts in Croatia and the world and proposes thematic guidelines for their organization.„PR stunt“ ili PR akrobacija, odnosno promidžbena dosjetka je pomno planirani događaj s ciljem privlačenja pažnje javnosti na organizatore dosjetke ili na drugi cilj organizacije dosjetke. Razlozi za razmatranje upotrebe promidžbene dosjetke nalaze su u velikom potencijalu povrata na ulog te „zaradi“ od neplaćenih reklama u medijima koji su spontano izvijestili o tome da se nešto zanimljivo dogodilo. Osim samih medija, širenju publiciteta putem dosjetke značajno doprinosi i opća javnost na način da danas praktički svatko može putem svojeg smartfona trenutno zabilježiti zanimljivost na koju naiđe te ju podijeliti na internetu. Visoko školstvo, ali i školstvo u svijetu općenito, transformiralo se iz tradicionalnog višestoljetnog pristupa kada je u fokusu bio poučavatelj i institucija na suvremeni masovni pristup gdje je u fokusu student i studiranje se odvija kroz partnerstvo i suradnju unutar procesa učenja. Pojava masovnog visokog obrazovanja u skoro svim državama svijeta sada podrazumijeva javnu kritiku faktora poput: kvalitete usluge cjeloživotnog učenja, uspješnosti ispitivanja, upravljanja institucijom, oblika financiranja te studentskog standarda. Omasovljenje prati širenje i diverzifikacija visokog školstva, a rezultat potonjeg je pojava konkurencije između pojedinih visokoškolskih institucija. Važnost efektivnog prijenosa poruke visoko obrazovne institucije ka (potencijanom) studentu ili njegovom sponzoru školovanja stoga postaje predmet profesionalnog marketinškog komuniciranja. U radu se daje pregled PR Stunt-ova u Hrvatskoj i svijetu te predlažu tematske smjernice pri organizaciji istih

IMPORTANCE OF STRATEGIC MANAGEMENT IN MODERN/CONTEMPORARY AGRIBUSINESS - LITERATURE REVIEW AND LESSONS THAT CAN BE LEARNED IN CROATIA

Strateški menadžment se može definirati kao umjetnost i znanost formuliranja, primjene i ocjene međuovisnih odluka koje omogućuju subjektu da postigne svoje ciljeve. Cilj strateškog poslovnog upravljanja je stvoriti stratešku i konkurentsku prednost u odnosu na druge organizacije. To se postiže oblikovanjem jasne vizije, misije i ciljeva organizacije u dugoročnoj vremenskoj perspektivi i primjenom strategija koje vode do postavljenog cilja. Strategije mogu uključivati strategije troškovnog vodstva, strategije razlikovanja ili diferencijacije i usmjeravanje na tržišne niše, kao i odluke o odabiru tržišta, strateških saveza, vertikalne integracije i/ili organskog rasta organizacije.Sve navedeno od važnosti je u poljoprivredi i proizvodnji hrane s obzirom na brojne i brze promjene u tehnologiji, tržištu i geopolitičkim odnosima. Liberalizacija tržišta, klimatske promjene, promjenjivost cijena poljoprivrednih proizvoda, repromaterijala i sektora energije i tehnološki napredak (biotehnologija, nanotehnologija) samo su neka od obilježja kompleksnosti suvremenog agrobiznisa. U obzir treba uzeti i važnost sigurne opskrbe stanovništva hranom, zadržavanje stanovništva u ruralnom prostoru i ukupni ruralni razvoj. Pretpostavka je da primjena strateškog upravljanja pozitivno utječe na rezultate poslovanja. Cilj je rada istražiti povezanost između teorije strateškog upravljanja u agrobiznisu i prakse te oblikovati smjernice za poljoprivredna gospodarstva u Hrvatskoj. Iako je u Hrvatskoj u razdoblju od neovisnosti napisano i usvojeno mnoštvo strateških planova, rad se ne bavi procjenama strateških planova već strateškim upravljanjem i njegovoj važnosti na mikro razini (razina poljoprivrednih gospodarstava i poslovnih subjekata).According to some authors, strategic management can be defined as the art and science of formulating, implementing, and evaluating cross-functional decisions that enable an organization to achieve its objectives. The aim of strategic business management is to create strategic i.e. competitive advantage in relation to other companies. It can be achieved by defining clear vision, mission and organizational goals in long term time perspective and by application of strategies that lead to defined aims. Strategies include cost strategies, differentiation strategies and direct to market niche, as well as market selection, strategic alliances, vertical integration and/or organisational organic growth. In agriculture and food production all stated is of great importance in respect to technology changes, market and geopolitical relations. Liberalization and market globalization, climate changes, input and output prices, technological progress (biotechnology, nanotechnology) are some of the characteristics of contemporary agribusiness. Food safety, population subsistence in rural areas and integrated rural development are crossfunctional with agribusiness and rise in importance. The research assumption is that application of strategic management positively influences business results. The aim of the study was to explore relation between strategic management theories and practices and to define guidelines for agricultural farms in Croatia. Following its independence in the nineties, Croatian government produced subsequent number of strategic plans which were not the subject of this analysis, the subject was strategic management and its relevance on micro level (level of agricultural farms and business subjects)

Analysis of Pseudo-events in Strategic Communication of Higher Education in Croatia

Komunikacija s ciljanom javnosti i promocija proizvoda i usluga proteklih godina transformirala se iz mogućnosti u nužnost, a odnosi se na profitni i neprofitni sektor gospodarstva. Digitalizacija i popularizacija društvenih medija, potreba za publicitetom i dosegom do krajnjih korisnika i potrošača te praćenje konkurencije postaju primarni izazovi strateškog komuniciranja. Isticanje pojedinih elemenata poslovanja na nov i inovativan način omogućava privlačenje pažnje javnosti te postizanje šireg publiciteta. U tome se posebno ističe alat odnosa s javnošću tzv. promidžbena dosjetka, pseudodogađaj ili PR stunt. Novi mediji, a posebno platforme za društveno umrežavanje, ovakvim sadržajima daju veliki doseg, značajnu popularnost, ali možda ono najvažnije – veliki povrat uloženog. Ovakav trend ne zaobilazi ni visoko obrazovanje. Preglednim istraživanjem ustanovljeno je da se elementi pseudodgađaja već koriste u komunikaciji svjetski poznatih visokoobrazovnih sustava, a svi se baziraju na kolektivnim i timskim aktivnostima te zajedničkom stvaranju sadržaja koji se dijeli i postaje dio medijskog izvještavanja. Cilj je ovog rada ispitati percepciju javnosti vezanu uz odabrane pseudodogađaje u hrvatskome privatnom visokom obrazovanju. Istraživanje se temelji na uzorku ciljanih javnosti privatnih visokih učilišta u Hrvatskoj te ispitivanju percepcije sadržaja i poruka pseudodgađaja kojima se promoviraju visoka učilišta. U radu je primijenjen dvostruki metodološki pristup kako bi se ostvario postavljeni cilj. Metodom analize sadržaja ispitan je javno dostupan medijski sadržaj o odabranim privatnim visokim učilištima te su doneseni zaključci o fokusu medijske objave, vrijednosnoj orijentaciji prema pseudodogađaju te prema visokom učilištu. Metodom Q ispitana je percepcija ciljanih javnosti vezano uz promotivne aktivnosti visokog školstva u Hrvatskoj, konkretno odabranih pseudodogađaja na njihovome visokom učilištu. Privatno visoko školstvo u Hrvatskoj karakterizira visoka konkurentnost. S time je povezana i potreba za odabirom odgovarajućih komunikacijskih aktivnosti. Doprinos je ovog rada i u eksplorativnom pristupu fenomenu pseudodogađaja u visokom obrazovanju u Hrvatskoj te detektiranju promotivnih elemenata odabranih visokoobrazovnih institucija.Communication with the target public and the promotion of products and services in recent years have transformed from opportunity to necessity. This refers to the for-profit and non-profit sector of the economy. Digitization and popularization of social media, the need for publicity and reach to end users and consumers, and monitoring of competition are becoming the primary challenges of strategic communication. Emphasizing certain elements of business in a new and innovative way enables attracting public attention and achieving wider publicity. The tool of public relations, the so-called promotional joke, pseudoevent or PR stunt. New media, and especially platforms for social networking, give such content a great reach, significant popularity, but perhaps the most important thing - a great return on investment. This trend does not bypass higher education either. A review of the research found that elements of pseudoevents are already used in the communication of world-famous higher education systems, and all are based on collective and team activities and joint creation of content that is shared and becomes part of media reporting. The aim of this paper is to examine the public perception related to selected pseudo-events in Croatian private higher education. The research is based on a sample of targeted publics of private higher education institutions in Croatia and an examination of the perception of the content and messages of pseudo-events that promote higher education institutions. The paper uses a double methodological approach in order to achieve the set goal. The method of content analysis examined publicly available media content on selected private higher education institutions and conclusions were drawn on the focus of media publication, value orientation towards pseudo-events and towards higher education institutions. The Q method was used to examine the perception of the target public regarding the promotional activities of higher education in Croatia, specifically selected pseudo-events at their higher education institution. Private higher education in Croatia is characterized by high competitiveness. Related to this is the need to select adequate communication activities. The contribution of this paper is in the exploratory approach to the phenomenon of pseudo-events in higher education in Croatia and the detection of promotional elements of selected higher education institutions

Psihosocijalne odrednice zadovoljstva bolničkom skrbi u odraslih bolesnika s uznapredovalim rakom

In this observational study, direct and indirect (moderator and mediator) relationships between sociodemographic (age, gender, life partner, education level, income and length of treatment) and psychological (Hospital Anxiety and Depression Scale, HADS) variables and satisfaction with hospital care (EORTC INPATSAT32) in adult (advanced cancer) patients were investigated. Study sample consisted of 75 hospitalized advanced cancer patients recruited at the Zagreb University Hospital Centre and Sestre milosrdnice University Hospital Centre in 2015. Statistically significant negative correlations were found between HADS and elementary school education level, as well as with all satisfaction variables (satisfaction with physicians, nurses and organization). Moderate to high and statistically significant positive correlations were found between elementary school level and all satisfaction variables. Gender and level of education appeared as significant moderator variables in the relationship between HADS and satisfaction with nurse care. There were no significant mediator effects of sociodemographic variables on the correlation between HADS and satisfaction with care. Male participants who were more disturbed emotionally were more satisfied with nurses. Participants with elementary and high school levels of education and lower scores on HADS were more satisfied with nurses, while participants with university level of education had higher HADS scores and lower level of satisfaction with nurses.U ovom opservacijskom istraživanju proučavani su izravni i neizravni odnosi između sociodemografskih (dob, spol, životni partner, stupanj obrazovanja, prihodi i duljina liječenja), psiholoških (Hospital Anxiety and Depression Scale, HADS) čimbenika i stupnja zadovoljstva dobivenom bolničkom skrbi (EORTC INPATSAT32) u odraslih bolesnika s uznapredovalim rakom. Uzorak od 75 ispitanika prikupljen je u KBC-u Zagreb i KBC-u “Sestre milosrdnice” tijekom 2015. godine. Prona-đene su statistički negativne korelacije između HADS-a i stupnja obrazovanja na razini osnovne škole te između HADS-a i zadovoljstva liječnicima, medicinskim sestrama/tehničarima i organizacijom bolničke skrbi. Pronađena je umjerena do visoka statistički značajna pozitivna korelacija između stupnja obrazovanja na razini osnovne škole i svih oblika zadovoljstva bolničkom skrbi. Spol i stupanj obrazovanja su se pokazali kao značajni moderatori odnosa između HADS-a i zadovoljstva medicinskim sestrama/tehničarima. Nije utvrđen značajan medijatorski utjecaj sociodemografskih varijabla na povezanost između HADS-a i zadovoljstva bolničkom skrbi. Ispitanici muškog spola koji su emocionalno uznemireniji bili su zadovoljniji skrbi dobivenom od medicinskih sestara/tehničara. Ispitanici nižeg stupnja obrazovanja su bili manje emocionalno uznemireni i zadovoljniji skrbi dobivenom od medicinskih sestara,dok su ispitanici višeg stupnja obrazovanja bili emocionalno uznemireniji i manje zadovoljni skrbi dobivenom od medicinskih sestara

IMPORTANCE OF STRATEGIC MANAGEMENT IN MODERN/CONTEMPORARY AGRIBUSINESS - LITERATURE REVIEW AND LESSONS THAT CAN BE LEARNED IN CROATIA

Strateški menadžment se može definirati kao umjetnost i znanost formuliranja, primjene i ocjene međuovisnih odluka koje omogućuju subjektu da postigne svoje ciljeve. Cilj strateškog poslovnog upravljanja je stvoriti stratešku i konkurentsku prednost u odnosu na druge organizacije. To se postiže oblikovanjem jasne vizije, misije i ciljeva organizacije u dugoročnoj vremenskoj perspektivi i primjenom strategija koje vode do postavljenog cilja. Strategije mogu uključivati strategije troškovnog vodstva, strategije razlikovanja ili diferencijacije i usmjeravanje na tržišne niše, kao i odluke o odabiru tržišta, strateških saveza, vertikalne integracije i/ili organskog rasta organizacije.Sve navedeno od važnosti je u poljoprivredi i proizvodnji hrane s obzirom na brojne i brze promjene u tehnologiji, tržištu i geopolitičkim odnosima. Liberalizacija tržišta, klimatske promjene, promjenjivost cijena poljoprivrednih proizvoda, repromaterijala i sektora energije i tehnološki napredak (biotehnologija, nanotehnologija) samo su neka od obilježja kompleksnosti suvremenog agrobiznisa. U obzir treba uzeti i važnost sigurne opskrbe stanovništva hranom, zadržavanje stanovništva u ruralnom prostoru i ukupni ruralni razvoj. Pretpostavka je da primjena strateškog upravljanja pozitivno utječe na rezultate poslovanja. Cilj je rada istražiti povezanost između teorije strateškog upravljanja u agrobiznisu i prakse te oblikovati smjernice za poljoprivredna gospodarstva u Hrvatskoj. Iako je u Hrvatskoj u razdoblju od neovisnosti napisano i usvojeno mnoštvo strateških planova, rad se ne bavi procjenama strateških planova već strateškim upravljanjem i njegovoj važnosti na mikro razini (razina poljoprivrednih gospodarstava i poslovnih subjekata).According to some authors, strategic management can be defined as the art and science of formulating, implementing, and evaluating cross-functional decisions that enable an organization to achieve its objectives. The aim of strategic business management is to create strategic i.e. competitive advantage in relation to other companies. It can be achieved by defining clear vision, mission and organizational goals in long term time perspective and by application of strategies that lead to defined aims. Strategies include cost strategies, differentiation strategies and direct to market niche, as well as market selection, strategic alliances, vertical integration and/or organisational organic growth. In agriculture and food production all stated is of great importance in respect to technology changes, market and geopolitical relations. Liberalization and market globalization, climate changes, input and output prices, technological progress (biotechnology, nanotechnology) are some of the characteristics of contemporary agribusiness. Food safety, population subsistence in rural areas and integrated rural development are crossfunctional with agribusiness and rise in importance. The research assumption is that application of strategic management positively influences business results. The aim of the study was to explore relation between strategic management theories and practices and to define guidelines for agricultural farms in Croatia. Following its independence in the nineties, Croatian government produced subsequent number of strategic plans which were not the subject of this analysis, the subject was strategic management and its relevance on micro level (level of agricultural farms and business subjects)

Croatian Wine Market, Support Policy and Specific Obstacles to Wine Exports

In this paper, analysis of Croatian wine sector in period 2006-2013 is conducted through the record of wine production, exports and imports together with Government support measures. In the light of Croatian EU membership together with opening of EU wine market and global wine market, recommendations for further discussion of support measures for small and medium winemakers are given

Primjena Q-metodologije u istraživanju percepcije marki automobilskih guma na hrvatskom tržištu

The aim of this research was to examine the perception of car tire brands and thus the group of car tire brands among Croatian drivers by using the Q-methodology. Q-methodology is still considered an avant-garde approach in social sciences, but broadly used when researching prevailing opinion regarding important matters. The research determined there are 45 car tire brands and 7 brand groups present in Croatia. As expected, the leading car tire brands have a significantly more positive perception among Croatian drivers, when considering the average of the brand group results however, they score more poorly. Given that the range of sub-brands covers the entire spectrum of car tires in different price and quality classes, the perception of brands should be clearly separated from the driver’s payment options. Croatian drivers have access to a wide selection of different brands and sub-brands of car tires, with only a part of it familiar to them.Cilj ovog istraživanja bio je ispitati percepciju brandova automobilskih guma te time i grupa brandova automobilskih guma kod hrvatskih vozača upotrebom Q-metodologije. Q-metodologija se i dalje smatra avangardnim istraživačkim alatom u društvenim znanostima ali nalazi široku primjenu kod utvrđivanja prevladavajućeg mišljenja kod važnih pitanja. Istraživanjem je utvrđeno 45 brandova automobilskih guma i 7 grupa brandova prisutnih u Hrvatskoj. Vodeći brandovi automobilskih guma očekivano imaju značajno pozitivnu percepciju kod hrvatskih vozača, no u prosjeku rezultata za grupe brandova ostvaruju slabije rezultate. S obzirom da se asortiman podbrandova odnosi na cijeli spektar automobilskih guma po različitim cjenovnim i kvalitativnim razredima, percepciju brandova treba jasno razdvojiti od platežnih mogućnosti vozača. Hrvatskim vozačima je dostupan širok izbor različitih brandova i podbrandova automobilskih guma od kojih im je tek jedan dio poznat