A model for establishing and developing relationships with visitors of the Kopački rit Nature Park based on mobile technologies

Kopački rit as a nature park is a great tourist attractor in northeastern Croatia. Its flora and fauna used to attract people for economic reasons, whereas today people mostly visit it for educational and tourism purposes. Visitor loyalty is increasingly important in tourism development today. One-time visitors cannot be the basis of tourist demand. Such guests often visit a particular destination motivated by global political trends, and not by the need to visit the destination itself. For example, the increased number of guests in Croatia in the past few years is a result of political events in Greece and North Africa. Once the political situation in their primary choice is stabilised, such guests will be lost. Therefore, among many guests of Kopački rit one must recognise those, for whom it was their primary destination, and establish a relationship with them. To achieve a targeted tourist offer, the Nature Park must implement relationship marketing by means of Customer Relationship Management (CRM). The aim of this research is to explore and define an optimum model of the CRM system that would offer a long-term solution to the problem of customer relationship development with visitors to Kopački rit. The research will be carried out deductively, and the methods used to realize the research aim are to be systematic analysis, causal reasoning, descriptive modelling, and logical experiment. The result is a framework model of a marketing database and a descriptive conceptual model of the CRM system for Kopački rit, both of which will use the potentials of mobile and information and communication technologies. <p

Influence of Digital Media and Knowledge Management on The Effectiveness of Management Within More Efficacy in Acceptance of Changes in Legislative Framework

The beginning of the new millennia introduces big change within growth of dynamics and amount of business, caused by new technologies and media development. These evolutional changes and growth of business dynamics result in an increase of demand towards the management, not only in precision, but also in velocity of making decisions. Manager has a professional obligation to keep a record of all market related information, internal and external. Apart from that, contemporary management becomes more and more aware of the necessity to accept information from non-economic environment, including legal framework, government policies, as well as political and social circumstances of doing business. Furthermore, considering the extent of business, management often needs to understand not only domestic political and social circumstances, but foreign as well. However, the problem also lies in a dynamic legislative framework, inclined to frequent amendments changes, such as the one in The Republic of Croatia. Considering these assumptions, it is important to investigate how much and in what way constant legislative changes affect the management in Croatia. It is important to consider the time needed for decision-making and how and to what extent could digital media provide support in accepting these changes in a manner, which has both quality and velocity, especially related to the aspect of quality knowledge organization within the Knowledge Management

PROBLEMS REGARDING THE ASSESSMENT OF THE BOOK VALUE OF A BUSINESS IN THE KNOWLEDGE ECONOMY

Significant changes in the society starting from the end of last century, have transformed the industrial age into the new post industrial age, which could colloquially be denominated as information age. One of vital characteristics of that economy is the transition from matter management to data management. Data is, at the same time, a basis for business processes management, a means for completing business processes, as well as a product of business processes. Thus, data is simultaneously a raw material, as well as semi-finished goods and finished goods, but also a management resource and company equity. The thesis that data resources are the key to a successful business of a modern business entity is today accepted in an axiomatic manner, in theory. Therefore, a question whether the power of a business entity in contemporary circumstances of doing business should be measured by the value of its tangible assets as it was done in the industrial age should be rightfully raised, or is its value a product of its intangible assets, i.e. its organized repositories of data, information and knowledge. In the bookkeeping assessment of the economic value of a business, material assets are still the key factor, and accounting is the only activity oriented towards maintaining the material essence of a business. Such accounting is not updated, therefore it is necessary to implement new ways of bookkeeping assessment of the economic value of a business, which shall accept the value of data, information and knowledge that the business possesses

E-marketing of Humanitarian Organizations in the Republic of Croatia

Od početka 21. stoljeća svijet se nalazi na pragu novoga doba u kojem će ključnu ulogu imati informacijsko-komunikacijska tehnologija. Zahvaljujući toj tehnologiji velik dio fizičkih procesa prjeći će u virtualno okruženje. Sukladno tome uočljivi su trendovi sve većeg obujma poslovanja u virtualnom okruženju koje predstavlja tzv. elektroničko poslovanje (e-poslovanje). Kao što se poslovanje transformira iz fizičkog u virtualni oblik, tako se i marketing transformira i dobiva novi pojavni oblik u vidu e-marketinga. E-marketing je u načelu globalan, funkcionira 365 dana/24 sata na dan, te se u načelu koristi besplatnim potencijalom (resursom) koji pruža globalna informacijska infrastruktura, odnosno internet. Poslovni subjekti već danas nemaju izbora i prisiljeni su koristiti se e-marketingom. Ista situacija je i u području neprofitnog poslovanja u kojemu djeluju humanitarne organizacije. U Republici Hrvatskoj djeluje veliki broj humanitarnih organizacija. No, te organizacije često vode ljudi bez znanja o marketingu, odnosno menadžmentu. Stoga nije čudno da je rezultat takvoga vođenja upotreba proizvodne, umjesto marketing koncepcije. U izmijenjenim uvjetima poslovanja, oni koji se ne uspiju prilagoditi, bit će osuđeni na propast. Stoga je ovo provedeno istraživanje učinjeno radi pronalaženja optimalnog modela aplikacije e-marketinga kod humanitarnih organizacija koje djeluju na području Republike Hrvatske. S obzirom na brzi razvitak informacijsko-komunikacijske tehnologije, definirani model kroz ovo istraživanje bit će aplikativan u sljedećih pet do osam godina.The early 21st century marked the start of a new era in which information and communications technologies have played a key role. Owing to these technologies, a large part of the physical processes has moved into a virtual environment. As a result, there is a noticeable trend of ever-increasing volume of business activity carried out in the virtual environment – electronic business (e-business). In much the same way, business operations have transformed from a physical into a virtual form, so has the marketing assumed a new form called e-marketing. E-marketing is basically global; it operates 365 days a year/24 hours a day, and, in principle, uses a free resource provided by the global information infrastructure, i.e., the Internet. Businesses today have no choice but to use e-marketing. The same applies to non-profit sector to which humanitarian organizations belong. There are a large number of humanitarian organizations in the Republic of Croatia. However, these organizations are often run by people with no knowledge of marketing or management. It is therefore not surprising that as a result the production concept has been applied instead of the marketing concept. As the business environment changes, those who fail to adapt are bound for failure. This research was conducted to find an optimal model for application of e-marketing in humanitarian organizations working in the Republic of Croatia. In view of the rapid development of information and communications technologies, the model defined in this research will be viable for the next five to eight years

GUERILLA APPROACH TO IMPLEMENTATION OF CRM 2.0 CONCEPT

Društvene mreže predstavljaju svojevrsne virtualne trgove, odnosno tržnice na kojima se odvija suvremeni društveni i ekonomski život. Kao točka dodira između ponude i potražnje u virtualnome okruženju, društvene mreže su pogodne za implementaciju kolaborativnoga dijela sustava za upravljanje odnosima s potrošačima, a time postaju i temelj za izgradnju suvremenih integralnih sustava za upravljanje odnosima s potrošačima. No, virtualne društvene mreže obuhvaćaju velik broj sastavnica koje okupljaju ogroman broj ljudi i djeluju bez vremenskoga i prostornoga ograničenja. Da bi se razriješio problem složenosti holističkoga pristupa implementaciji upravljanja odnosima s potrošačima na virtualnim društvenim mrežama, kao racionalna alternativa nameće se gerilski pristup rješavanju ovoga problema. Radi kvalitetnijega rješavanja problema, istraženo je što je to marketing odnosa, odnosno koncept upravljanja odnosima s potrošačima, te su sagledana načela njegova djelovanja. Također, istražen je koncept Weba 2.0 te mjesto i uloga društvenih mreža u njemu, kao i njihova popularnost. Konačno, anketiranjem je istraženo sudjelovanje ispitanika u društvenim mrežama, njihova mišljenja o potencijalima društvenih mreža i na temelju toga predložena su načela gerilskoga pristupa implementaciji koncepta CRM-a 2.0. Ona podrazumijevaju prije svega prihvaćanje koncepta CRM-a 2.0 zbog njegove sveobuhvatnosti i važnosti, ali i koncentraciju prilikom implementacije na najpopularnije društvene mreže među ispitanicima.Social networks represent some kind of virtual squares or markets where modern social and economic life takes place. Social networks, as contact point between supply and demand in virtual environment, are suitable for implementation of collaborative part of system for consumer relationship management and thus become foundation for building modern integral systems for consumer relationship management. But, virtual social networks cover many of constituent parts which gather huge number of people and which function without time and space limitation. In order to solve the complex problem of holistic approach to implementation of consumer relationship management in virtual social networks, “guerilla” approach is imposed as rational alternative. For the purpose of solving this problem it was explored what the relationship marketing was, or concept of consumer relationship management, and principles of their functioning were observed. Web 2.0. concept, place and role of social networks in it, as well as their popularity, were also explored. Finally, polling was used for exploring participation of examinees in social networks and their opinions on social networks potentials. Principles of “guerilla” approach to implementation of CRM 2.0. concept were suggested on the basis of that. ey imply accepting CRM 2.0. concept because of its wideness and significance, as well as concentration during implementation on the most popular networks among examinees

PROBLEMS REGARDING THE ASSESSMENT OF THE BOOK VALUE OF A BUSINESS IN THE KNOWLEDGE ECONOMY

Significant changes in the society starting from the end of last century, have transformed the industrial age into the new post industrial age, which could colloquially be denominated as information age. One of vital characteristics of that economy is the transition from matter management to data management. Data is, at the same time, a basis for business processes management, a means for completing business processes, as well as a product of business processes. Thus, data is simultaneously a raw material, as well as semi-finished goods and finished goods, but also a management resource and company equity. The thesis that data resources are the key to a successful business of a modern business entity is today accepted in an axiomatic manner, in theory. Therefore, a question whether the power of a business entity in contemporary circumstances of doing business should be measured by the value of its tangible assets as it was done in the industrial age should be rightfully raised, or is its value a product of its intangible assets, i.e. its organized repositories of data, information and knowledge. In the bookkeeping assessment of the economic value of a business, material assets are still the key factor, and accounting is the only activity oriented towards maintaining the material essence of a business. Such accounting is not updated, therefore it is necessary to implement new ways of bookkeeping assessment of the economic value of a business, which shall accept the value of data, information and knowledge that the business possesses

A model for establishing and developing relationships with visitors of the Kopački rit Nature Park based on mobile technologies

Kopački rit as a nature park is a great tourist attractor in northeastern Croatia. Its flora and fauna used to attract people for economic reasons, whereas today people mostly visit it for educational and tourism purposes. Visitor loyalty is increasingly important in tourism development today. One-time visitors cannot be the basis of tourist demand. Such guests often visit a particular destination motivated by global political trends, and not by the need to visit the destination itself. For example, the increased number of guests in Croatia in the past few years is a result of political events in Greece and North Africa. Once the political situation in their primary choice is stabilised, such guests will be lost. Therefore, among many guests of Kopački rit one must recognise those, for whom it was their primary destination, and establish a relationship with them. To achieve a targeted tourist offer, the Nature Park must implement relationship marketing by means of Customer Relationship Management (CRM). The aim of this research is to explore and define an optimum model of the CRM system that would offer a long-term solution to the problem of customer relationship development with visitors to Kopački rit. The research will be carried out deductively, and the methods used to realize the research aim are to be systematic analysis, causal reasoning, descriptive modelling, and logical experiment. The result is a framework model of a marketing database and a descriptive conceptual model of the CRM system for Kopački rit, both of which will use the potentials of mobile and information and communication technologies

Model analitičkog CRM-a u funkciji optimizacije maloprodajnih zaliha

Upravljanje odnosima s potrošačima predstavlja aplikaciju suvremene poslovne filozofije izrasle iz marketinga odnosa koji u svoj fokus postavlja potrošača kao jedinku, odnosno zadovoljavanje njegovih potreba radi poticanja vjernosti potrošača i njegovu transformaciju u klijenta. Iako je primarna zadaća upravljanja odnosima s potrošačima osigurati stabilnost prihoda iz dugoročnih partnerskih odnosa koji ostvaruju ponuđač i potrošač, to je i filozofija koja racionalizira poslovanje primarno kroz smanjenje troškova za osvajanje novih potrošača te kroz racionalizaciju proizvodnje i optimizaciju zaliha. Optimizacija zaliha podrazumijeva prilagodbu procesa proizvodnje potrebama potrošača. U suvremenoj maloprodaji, koja egzistira u uvjetima visoke konkurencije, držanje nekurentnih zaliha može biti prevaga u odnosu opstati ili propasti. Stoga suvremeni maloprodajni sustavi teže optimiziranju zaliha roba. Danas je to nemoguće postići bez potencijala koje pružaju CRM sustavi, posebice podsustav analitičkog CRM-a. Praćenje ponašanja potrošača u maloprodaji u domeni je CRM sustava. Podatci dobiveni iz takvih sustava osnova su za gospodarenje zalihama. No, da bi se moglo gospodariti zalihama, nužno je sagledati koji se, posebice stohastički modeli mogu koristiti u optimizaciji zaliha. Potom je potrebno aplicirati takve modele u analitičkom podsustavu CRM sustava. Da bi takvi modeli imali upotrebnu vrijednost, potrebno je prilagoditi transakcijski dio CRM sustava u smislu prikupljanja onih podataka koji su potrebni odabranim modelima optimizacije zaliha u maloprodaji. Odgovori na ova pitanja, kao i druga pitanja iz domene upotrebe analitičkog CRM-a u optimizaciji maloprodajnih zaliha rezultat su ovog istraživanja

Possible Applications of Industry 4.0 Based on Customer Relationship Management in Bakery

Production of bakery products went through a long and gradual transformation from individual, craft to modern industrial production. Today, the production of bakery products has been developed by mass high-automated industrial production. Although production plants that find their economic justification mostly on the expenditure side of reduction of production costs and production processes, the modern business requires a change of the income side, where development of relations with consumers has more important role. Production of bakery products had all the features of mass production until recently. Due to the importance of bakery products in the nutrition of people, particularly in developed parts of the world, demand for bakery products could be considered as non-elastic, since the price, quality and range of bakery products were basically irrelevant to the volume of demand for these products. However, at the end of the twentieth century the purchasing power of the population, as well as the level of information, knowledge and self-awareness, significantly influenced the con-sumption of bakery products. The modern consumer changes the structure of food in the nutrition and he is no longer satisfied with a mass-produced product, but requires a product that is “tailored” according to his needs. The manufacturing capabilities of modern, numerically controlled machines that make Industry 4.0, allow the production of “tailored” products according to the needs of individual consumers. Consequently, transformation and transition from mass to individualized bakery product production requires a scientific and systematic approach