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master's thesis
Strateški aspekti privatnih maraka na primjeru tvrtke Lidl Hrvatska d.o.o. k.d.
2023. urn:nbn:hr:162:251048
Rozić, Marija
University of Zadar
Department of Economics

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Rozić, M. (2023). Strateški aspekti privatnih maraka na primjeru tvrtke Lidl Hrvatska d.o.o. k.d. (Master's thesis). Zadar: University of Zadar. Retrieved from https://urn.nsk.hr/urn:nbn:hr:162:251048

Rozić, Marija. "Strateški aspekti privatnih maraka na primjeru tvrtke Lidl Hrvatska d.o.o. k.d.." Master's thesis, University of Zadar, 2023. https://urn.nsk.hr/urn:nbn:hr:162:251048

Rozić, Marija. "Strateški aspekti privatnih maraka na primjeru tvrtke Lidl Hrvatska d.o.o. k.d.." Master's thesis, University of Zadar, 2023. https://urn.nsk.hr/urn:nbn:hr:162:251048

Rozić, M. (2023). 'Strateški aspekti privatnih maraka na primjeru tvrtke Lidl Hrvatska d.o.o. k.d.', Master's thesis, University of Zadar, accessed 15 May 2024, https://urn.nsk.hr/urn:nbn:hr:162:251048

Rozić M. Strateški aspekti privatnih maraka na primjeru tvrtke Lidl Hrvatska d.o.o. k.d. [Master's thesis]. Zadar: University of Zadar; 2023 [cited 2024 May 15] Available at: https://urn.nsk.hr/urn:nbn:hr:162:251048

M. Rozić, "Strateški aspekti privatnih maraka na primjeru tvrtke Lidl Hrvatska d.o.o. k.d.", Master's thesis, University of Zadar, Zadar, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:162:251048

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Metadata
TitleStrateški aspekti privatnih maraka na primjeru tvrtke Lidl Hrvatska d.o.o. k.d.
Title (english)Strategic Aspects of Private Labels Based on the Example of Lidl Hrvatska D.o.o. k.d.
AuthorMarija Rozić
MentorAleksandra Krajnović (mentor)
Committee memberIvica Zdrilić (predsjednik povjerenstva)
Committee memberAleksandra Krajnović (član povjerenstva)
Committee memberMladen Rajko (član povjerenstva)
GranterUniversity of Zadar
(Department of Economics)
Zadar
Defense date and country2023-10-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj rad bavi se istraživanjem strateških aspekata privatnih maraka na primjeru tvrtke Lidl Hrvatska d.o.o. k.d. Radom se nastoji predočiti teoretski okvir koji posrednici poput trgovaca na malo moraju poznavati kako bi razumjeli strateške implikacije posjedovanja privatnih maraka zbog ostvarivanja konkurentske prednosti nad konkurentima. Nadalje, u radu je na primjeru tvrtke Lidl izvršeno primarno istraživanje putem anketiranja prilikom kojeg su ispitani stavovi i navike kupaca prema Lidlovim privatnim markama i privatnim markama općenito. Cilj istraživanja bio je povećati spoznaju o strateškim aspektima privatnih maraka. Istražen je značaj strateškog pristupa tom konceptu, implikacije koje nastaju zbog potrebe njegova integriranja u temeljno poslovanje poduzeća, njegova veza s mogućnošću ostvarivanja konkurentske prednosti te mogući rizici. Svrha istraživanja jest ukazati na važnost poznavanja strateških aspekata privatnih maraka u maloprodajnom sektoru.
Abstract (english)
The purpose of this thesis was to investigate the strategic aspects of private labels based on the example of Lidl Hrvatska d.o.o. k.d. The thesis aims to present the theoretical framework which needs to be familiar to agents such as retailers in order for them to understand the strategic implications of owning private labels to gain competitive leverage over the rivals. Furthermore, based on the example of Lidl company the thesis conducted a primary research by the means of a questionnaire about customers' views and habits regarding Lidl's private labels as well as private labels in general. The aim of the research was to increase the knowledge about strategic aspects of private labels. The thesis examined the significance of strategic approach to the concept, the implications arising due to the need for its integration into the fundamental business operations of the company, its connection with the opportunities to obtain competitive leverage and potential risks. The intention of the research was to indicate the importance of understanding the strategic aspects of private labels in the retail sector.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:162:251048
Study programmeTitle: Management
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra ekonomije (sveučilišni/a magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-11-17 12:31:12