Professional Documents
Culture Documents
Argreab
Argreab
Izdavač / Published by
Libertas međunarodno sveučilište / Libertas International University
Trg J. F. Kennedyja 6 b, 10000 Zagreb, Croatia
Tel: 385-1-5493-841
Fax: 385-1-5493-840
E-mail: ajurkovic@libertas.hr
Web: www.sveucilistelibertas.hr
Vol 1 (2016), No
Pomoćnik glavnog urednika / Assistent Editor-in-chief
Doc. dr. sc. Ivor Altaras Penda
Kaye Chon, The Hong Kong Polytechnic University, School of Hotel and Tourism Management, Hong Kong, China
Radovi objavljeni u časopisu referiraju se u sekundarnim publikacijama: Hrčak, Zagreb i De Gruyter, Poljska.
PRETHODNO PRIOPĆENJE PRELIMINARY COMMUNICATION
pronalaženje novih ideja, kreativnosti, continuous search for new ideas, creativity,
Struč. spec. oec. Martina Gujić, Libertas međunarodno sveučilište adresa: Trg J. F. Kennedyja 6b, Zagreb e-mail: martina@vps-libertas.hr
Doc. dr. sc. Radojka Kraljević, psihologinja, Libertas međunarodno sveučilište adresa: Trg J. F.
Kennedyja 6b, Zagreb e-mail: radojka.kraljevic@zg.htnet.hr
Univ. spec. oec. Toni Milun, Sveučilišni odjel za stručne studije, Sveučilište u Splitu, Nastavni centar Zagreb adresa:
Heinzelova 55, Zagreb e-mail: tonimilun@gmail.com
Gujić, Kraljević, Milun PODUZETNICI I NOVA KOMUNIKACIJSKA TEHNOLOGIJA: ZAPREKE ILI IZAZOVI
Gujić, Kraljević, Milun ENTREPRENEURS AND NEW COMMUNICATION TECHNOLOGY: OBSTACLE OR CHALLENGE?
UVOD INTRODUCTION
Poznato je da je gospodarski rast neke zemlje i It is a known fact that entrepreneurial society and
smanjenje nezaposlenosti moguće temeljiti na innovation can be the basis of a country’s economic
poduzetničkom društvu i inovacijama. Ekonomski growth and reduction of unemployment. Economic
teoretičari poduzetništvo smatraju pogonskom theorists see entrepreneurship as an economic driving
snagom koja pokreće ekonomije mnogih zemalja, force of a large number of companies, through
Vol 1 (2016), No
stvarajući nova poduzeća, radna mjesta i creation of new companies, work places and
bogatstvo (Keats i Abercrombie, 1991; O’Gorman wealth (Keats and Abercrombie, 1991; O’Gorman
i sur, 1997; Hisrich i Peters, 1998; Bruyat i Julien, et al, 1997; Hisrich and Peters, 1998; Bruyat and
2001; Škrtić, 2002; Casson, 2003; Gibb, 2005). Julien, 2001; Škrtić, 2002; Casson, 2003; Gibb,
.2, Suvremene teorije poduzetništvo razumiju kao 2005). Contemporary theories see entrepreneurship
160pp.113 sveukupnu društvenu djelatnost, a ne samo kao as an overall social activity, not merely as an
-212
jedno od područja ekonomije. Otac poduzetništva economic field. Joseph Schumpeter (1964), father
Joseph Schumpeter (1964) definira poduzetništvo of entrepreneurship, defines it as creation of
Acta Economica Et Turistica,
kao stvaranje inovacija, naglašavajući njihovu innovation, and stresses their importance in
važnost u gospodarskom rastu i razvoju. Prema economic growth and development. According to
Peteru Druckeru (1999) poduzetništvo predstavlja Peter Drucker (1999), entrepreneurship represents a
maksimizaciju mogućnosti da se u željenom maximisation
pravcu usmjeri tok poslovanja, onemogućavajući of opportunities to direct the business flow in a
inertnost i osrednjost kroz novu energiju. On smatra da desired direction, unable sluggishness and
poduzetništvo ima tri osnovna zadatka. Prvi je da mediocrity by using new energy. He believes there
pridonese podizanju uspješnosti postojećeg are three basic tasks of entrepreneurship. The first
poslovanja, drugi da otkrije i aktivira nove one is contributing to success of current business
mogućnosti i potencijale, a treći se odnosi na activities, the second one is discovering and
osiguranje budućnosti poslovanja. Osnovni activating new possibilities and potentials, and
instrument za postizanje navedenih ciljeva jesu the third one is securing future activities. The basic
sustavne tehnološke inovacije, inovacije u društvu instruments in achieving these goals are constant
i ekonomiji kao ključni činitelji promjena resursa i technologic, social and economic innovations,
njihove djelotvornosti u stvaranju novih dobara. as key factors in changing resources and their
effectiveness in creating new goods.
Poduzetništvo predstavlja način razmišljanja
i ponašanja, kontinuirano pronalaženje novih Entrepreneurship represents a certain way of thinking
ideja, kreativnosti, proaktivnosti i inicijative u and type of behaviour; it’s a continuous search for
ostvarenju ciljeva. Može se reći da djeluje new ideas, creativity, proactivity and initiative in
kroz proces prepoznavanja prilika i ostvarivanja achieving goals. It could be said that it works as a
inovativnih ideja donoseći promjene u okruženju. process of recognising opportunities and realisation of
Od poduzetnika se traži raspolaganje određenom innovative ideas, by bringing changes to an
razinom kompetencija, osobina, znanja i vještina environment. An entrepreneur should posses a
u poslovnom postupanju. Neke od traženih certain level of competence, personality, knowledge
kvaliteta poduzetnika jesu želja za postignućem i and skills while doing business activity. Some
pripadnošću, sklonost preuzimanju rizika, potreba of the desired characteristics of an entrepreneur include
za autonomijom, sustavnost i kreativnost u striving for achievement and belonging, propensity to
pristupanju problemima, odlučnost, fleksibilnost, take risks, need for autonomy, dealing with problems
upornost, ali i poznavanje komunikacije s creatively and systematically,
Gujić, Kraljević, Milun PODUZETNICI I NOVA KOMUNIKACIJSKA TEHNOLOGIJA: ZAPREKE ILI IZAZOVI
Gujić, Kraljević, Milun ENTREPRENEURS AND NEW COMMUNICATION TECHNOLOGY: OBSTACLE OR CHALLENGE?
potrošačima (McClelland, 1961; McCarthy, determination, flexibility and perseverance, but also
2000; Watkins, 1976; Schumpeter, 1934; knowing how to communicate with the customers
Drucker, 1985; Hatch i Zweig, 2000; Cromie i (McClelland, 1961; McCarthy, 2000; Watkins,
Johns, 1983; Carson i suradnici, 1995). 1976; Schumpeter, 1934; Drucker, 1985; Hatch
and Zweig, 2000; Cromie and Johns, 1983;
Informacijsko-komunikacijska tehnologija (ICT)
Carson et al, 1995).
izmijenila je način poslovanja i otvorila novi
Vol 1 (2016), No
kreativni prostor za poduzetničke ideje. Michel Information and communication technology (ICT)
Porter je još 2001. godine izjavio da nije has changed the way of doing business and opened a
ključno pitanje konkurentnosti poduzeća new creative space for entrepreneurial ideas. In
primijeniti ili ne primijeniti internet tehnologiju 2001, Michel Porter stated that the crucial question
već na koji način to učiniti. of a company’s competitiveness is not whether to .2,
poslovanju poduzetnika
Communication models
PORUKA
MESSAGE
Vol 1 (2016), No
Pošiljatelj Primatelj
Source Receiver
MEDIJ – KANAL
.2, CHANNEL
Pošiljatelj
162pp.113
Primatelj
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Receiver Source
Acta Economica Et Turistica,
PORUKA
MESSAGE
A
e
b
e
n
n
g
o
č
s
r
t
f
f
t
j
KOMUNIKACIJSKI KANAL
čimbenic
iUtječući
COMMUNICATION CHANNEL
TVRTKA KORISNIK
COMPANY CUSTOMER
DRUŠTVENE MREŽE
SOCIAL NETWORKS
internetske stranice sa svrhom informiranja o it is not enough to create a simple webpage with
proizvodima i uslugama, odnosno sama prisutnost the purpose of informing about products and
na nekoj od društvenih mreža. Potrebno je services, or simply to be present on a social
sudjelovanje u komunikaciji i razumijevanje potreba network. It is necessary to participate in
samih potrošača. Društvene mreže novi su oblik communication and understand the very needs of a
marketinškog komunikacijskog alata za ostvarivanje consumer. Social networks are a new model of
konkurentske prednosti u poduzetništvu. Na Slici 2 marketing communication tools for achieving
Vol 1 (2016), No
prikazan je model interaktivne komunikacije putem entrepreneurial competitive advantage. Figure
društvenih mreža. 2 shows an interactive communication model
through social networks.
Kao što je prikazano na Slici 1, u tradicionalnom
komunikacijskom modelu postoji pošiljatelj poruke As Figure 1 shows, in the traditional communication .2,
s jedne strane, a primatelj poruke s druge, model there is a source on the on side, and a receiver
163pp.113
dok je u modelu interaktivne komunikacije on the other, while in the interactive communication
(Slika 2) to promijenjeno u dva komunikatora koja model (Figure 2) this figure changes into two -212
Najveći broj korisnika društvene mreže Facebook The largest number of Facebook users comes from
ima Amerika, slijede Indija, Brazil, Indonezija i USA, followed by India, Brasil, Indonesia and
th
Meksiko, dok se Republika Hrvatska nalazi na 75. Mexico, with Croatia holding the 75 position
mjestu (Socialbakers, 2014). Svjetski brendovi (Socialbakers, 2014). The world brands consider
smatraju važnim angažman na društvenim engagement on social networks as a very important
mrežama, što je prikazano u Tablici 1. part of their activity, which is shown in
Table 1.
Vol 1 (2016), No
društvenim mrežama, 54% njih na web stranici their webpage. Out of those, 18% is present on
navode informacije o tvrtki, 5% koristi Twitter social networks, 54% offers company information
kako bi korisnike informirali o novim on their webpage, 5% uses Twitter in order to
događanjima, 13% prisutno je na kanalima inform users on the latest events, 13% is present
društvenih mreža, a samo 28% ima web on social network channels, and only 28% of
stranicu s interaktivnim značajkama, pri čemu je them have a webpage with interactive
najčešće riječ o stranim brendovima koji posluju characteristics, which are mostly foreign brands
na području Republike Hrvatske. Istraživanje that do business in Croatia. A 2011 GfK research
GfK provedeno u prosincu 2011. godine o on using the internet in Croatia shows that information
korištenju interneta u Hrvatskoj pokazuje da je and communication technology
informacijska i komunikacijska tehnologija is present in 70% of households, with almost
zastupljena u 70% kućanstva te da gotovo dvije two thirds of population over the age of 15
trećine građana starijih od 15 godina koristi using the internet. 74% of respondents use the
internet. Internetom se koristi 74% ispitanika u internet in order to search for information on
svrhu traženja informacija o proizvodima/ products/services, 58% in the age range of 15-
uslugama, 58% njih u dobi od 15 do 24 godina 24 uses social networks, while 20% does
koristi društvene mreže, dok 20% ostvaruje online shopping. According to 2012 research
kupnju na taj način. Prema podacima Državnog by the Croatian Bureau of Statistics on a
Vol 1 (2016), No
zavoda za statistiku (2012) na uzorku od 2.966 sample of 2966 companies, 61% stated their
uključenih tvrtki, 61% njih navelo je prisutnost presence on the internet through a webpage,
putem internetske stranice.
Some previously conducted surveys have confirmed
U nekim već provedenim istraživanjima that using the information technology benefits
potvrđeno je da prisutnost informacijske business (Dutta, Biren, 2001; Ranchhod, 2004; .2,
tehnologije pridonosi poslovanju (Dutta, Biren, Pagon and Quigley, 2007), with some of them 165pp.113
2001; Ranchhod, 2004; Pagon i Quigley, 2007), specifically focused on using social networks for
pri čemu se dio tih istraživanja odnosi na
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METODOLOGIJA METHODOLOGY
Instrument istraživanja
166113
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Research instrument
Acta Economica Et Turistica,
Za potrebe istraživanja konstruiran je poseban Research has been carried out by using a specifically
online upitnik, putem kojeg su prikupljeni osnovni designed online questionnaire, which collected
podaci o korištenju društvenih mreža. Upitnik je information on the use of social networks.
imao 24 pitanja, od kojih se na neka pitanja The questionnaire was consisted of 24 questions.
odgovaralo s DA/NE (primjeri pitanja: “Je li vaše Some questions were yes/no questions (examples:
poduzeće prisutno na društvenim mrežama?”, “Is your company present on social networks?”,
“Smatrate li da društvene mreže otvaraju prostor “Do you believe that social networks open space for
poduzećima u svrhu marketinške komunikacije?”, entrepreneurs with the purpose of marketing
“Imate li zaposlenike educirane za provedbu communication?”, “Are your employees educated
komunikacije putem društvenih mreža?”). Na neka to use social networks?). Other questions were
pitanja ponuđen je odabir odgovora, npr. pitanje: multiple choice questions, for example: “Which
“Kojim se uslugama putem interneta koristi vaše internet services does your company use?”, which
poduzeće?” ima ponuđene odgovore: elektronička offered following choices: email, marketing,
pošta, oglašavanje, internet bankasrtvo, online internet banking, online orders, online offers,
narudžba, online ponuda, pretraživanje, research, communication with customers. It took 5
komunikacija s kupcima. Za popunjavanje upitnika to 10 minutes to complete the questionnaire.
treba prosječno od 5 do 10 minuta.
Survey
Postupak ispitivanja
The survey was conducted during March 2013.
Ispitivanje je provedeno tijekom mjeseca ožujka Questionnaires have been sent to the association
2013. godine. Upitnik je odaslan udruzi Hrvatska Croatian Entrepreneurial Initiative, with a note
poduzetnička inicijativa, s uputom o provođenju informing the companies that scientific research being
znanstvenog istraživanja vezanog uz korištenje carried out on the use of social networks (Facebook,
društvenih mreža (Facebooka, Twittera, LinkedIna, Twitter, LinkedIn, Flickr, etc.), with the purpose of
Flickra i drugih), kojim se želi ispitati u kojoj se mjeri finding out the rate at which companies use social
tvrtke u svom poslovanju služe društvenim mrežama. networks in their business activities. Out of 4000
Od 4 000 odaslanih upitnika odazvale su se 172 questionnaires sent, 172 companies have responded,
tvrtke, što ne ukazuje na dobar odaziv, međutim to je which indicates a low response rate. However, such
u ovakvoj vrsti istraživanja očekivano. low response can be expected in this type of research.
Gujić, Kraljević, Milun PODUZETNICI I NOVA KOMUNIKACIJSKA TEHNOLOGIJA: ZAPREKE ILI IZAZOVI
Gujić, Kraljević, Milun ENTREPRENEURS AND NEW COMMUNICATION TECHNOLOGY: OBSTACLE OR CHALLENGE?
Dobiveni rezultati razmatrani su s obzirom na The results have been analysed based on the
karakteristike sudionika istraživanja i postavljene characteristics of participants and research problems.
probleme istraživanja. U Tablici 2 prikazani su Table 2 shows the participants’ descriptive data.
deskriptivni podaci sudionika istraživanja. 123 domestic and 49 foreign owned companies have
Vol 1 (2016), No
U istraživanje su uključene 123 tvrtke u domaćem taken part in the survey. Out of 172 employees, 64%
(72%) i 49 tvrtki u stranom vlasništvu. Od ukupno were women and 36% were men. The most represented
172 zaposlenika, 64% je žena, dok je muškaraca education levels were undergraduate university degree
36%. Najzastupljenija razina obrazovanja with 58% and high school degree with 39%, while
zaposlenika je visoka stručna sprema s 58% te those with elementary school education, as well as
.2,
srednja stručna sprema s 39%, dok je obrazovanje those with graduate and postgraduate degrees were
na razini osnovne škole, magistra znanosti i doktora represented in only 1% of cases respectively. When
167pp.113
znanosti zastupljeno u samo 1%. Što se tiče razine it comes to education of company owners, 59% hold -212
obrazovanja vlasnika tvrtke, 59% njih ima visoku an undergraduate degree, 24% have a high school
168pp.113
SŠ / high school 67 39%
Obrazovanje zaposlenika (N=172)
-212 VSS (VŠS) / undergraduate degree 100 58%
Education level of employees (N=172)
magistar znanosti / graduate degree 2 1%
Acta Economica Et Turistica,
Vol 1 (2016), No
Twitter 7% 18% -2,14*
LinkedIn 9% 27% -3,00*
Ostalo / Other 11% 12% -0,16
Ukupno koriste / Total use 45% 59% -1,71 .2,
169pp.113
-212
Acta
Facebook vjerojatno najprepoznatljivija društvena are not surprising, as Facebook is most probably the
Economica Et Turistica,
mreža na nacionalnoj razini. most recognised social network on the national level.
Što se tiče mišljenja sudionika istraživanja o When it comes to attitudes towards the
važnosti informacijske tehnologije za unaprjeđenje importance of internet technology in improving
poslovnog procesa (N=172), visok postotak njih iz the business process (N=172), a high percentage
domaćih (97,6%) i stranih (98%) tvrtki smatra da of participants from domestic (97,6%) and foreign
informacijska tehnologija može unaprijediti (98%) companies considers that information
poslovne procese, pri čemu ne postoji statistički technology can improve the business processes,
značajna razlika među zaposlenicima, with no statistically significant difference among
sudionicima istraživanja u domaćim i stranim participating employees in domestic and foreign
tvrtkama (z=0,16; p>0,05). I jedni i drugi (98% companies (z=0,16; p>0,05). Both groups (98%
sudionika u stranim tvrtkama i 97,6% u domaćim in foreign and 97,6% in domestic) believe that
tvrtkama) mišljenja su da korištenje društvenih use of social networks opens up marketing space.
mreža otvara prostor u marketinške svrhe. Responding to whether they have a company
Na pitanje imaju li kreiranu internetsku stranicu webpage, 81,5% of participants from domestic
poduzeća 81,5% sudionika domaćih tvrtki companies responded positively, in comparison
odgovorilo je afirmativno, dok je na isto pitanje to 95,9% positive answers from participants from
afirmativan odgovor dalo 95,9% sudionika stranih foreign companies. The registered difference has
tvrtki. Registrirana razlika pokazala se statistički proven to be statistically significant (z =2,43;
značajnom (z =2,43; p<0,05). Ovaj podatak govori p<0,05). This information shows that domestic
nam da se na razini domaćih tvrtki još uvijek ne company levela still do not recognise and do not take
prepoznaju i ne koriste mogućnosti koje pruža advantage of the possibilities offered by the
informacijska tehnologija. Drugim riječima, postoji information technology. In other words, there is
svijest o njezinim mogućnostima i prednostima u an awareness of its possibilities and advantages in
poslovanju, ali s druge strane na planu ponašanja doing business, but not enough is being done
još uvijek se ne čini dovoljno. in terms of behaving accordingly.
Što se tiče prepoznavanja važnosti i uloge značajki When it comes to recognizing the importance and
interaktivnosti u komunikaciji s korisnicima, the role of interactivity in communicating with
Gujić, Kraljević, Milun PODUZETNICI I NOVA KOMUNIKACIJSKA TEHNOLOGIJA: ZAPREKE ILI IZAZOVI
Gujić, Kraljević, Milun ENTREPRENEURS AND NEW COMMUNICATION TECHNOLOGY: OBSTACLE OR CHALLENGE?
poput mogućnosti praćenja stanja narudžbe putem users, such as the possibility of following the rate
interneta, internetske stranice stranih tvrtki ove of online orders, websites of foreign companies
interaktivne značajke statistički značajno češće use these interactive characteristics significantly more
koriste u odnosu na domaće tvrtke (z=1,88 p<0,10). frequently in comparison to domestic ones
(z=1,88 p<0,10).
Rezultati pokazuju da čak 56,3% stranih tvrtki
ima zaposlenike educirane za provedbu Results show that 56,3% of foreign companies
Vol 1 (2016), No
komunikacije putem društvenih medija, a samo employ staff educated for communicating via social
31,4% domaćih tvrtki, što je također statistički media, with only 31,4% of domestic ones, which
značajno (z=2,99; p<0,05). Pritom 68,8% is also statistically significant (z=2,99; p<0,05).
sudionika iz stranih tvrtki i 64,5% sudionika iz 68,8% of foreign company participants and
.2,
domaćih tvrtki smatra da je najbolje angažirati 64,5% of domestic company participants
agenciju koja bi se bavila društvenim medijima. consider it is best to hire an agency to handle the
No i u angažiranju agencija postoje razlike company’s social media. However, there are
170pp.113
usluge profesionalnih agencija za društvene medije, participants from domestic companies actually
što je statistički značajno manje od 58,3% stranih hiring the agencies, which is statistically
tvrtki koje to čine (z=4,62; p<0,05). significantly lower in comparison to 58,3% of
Iako su mišljenja sudionika istraživanja o potrebi foreign companies doing it (z=4,62; p<0,05).
ulaganja u informacijske tehnologije slična, Although participants have similar opinions on the
rezultati pokazuju da sudionici iz domaćih tvrtki u need to invest in information technologies, results
značajno manjem postotku (81,0%) ulažu u show that participants from domestic companies
informacijsku tehnologiju nego što to čine invest in a significantly lower percentage (81,0%)
sudionici istraživanja iz stranih tvrtki (93%). Ova than the participants from foreign companies
razlika statistički je značajna (z=2,07; p<0,05) i (93%). This is a statistically significant
možemo reći da u našem slučaju tvrtke u stranom difference (z=2,07; p<0,05) and it can be said
vlasništvu više ulažu u informacijske tehnologije. that in our case foreign owned companies invest
Na nacionalnoj razini ovom se problemu očito i more in information technologies. This problem
dalje ne posvećuje dovoljno pozornosti. has obviously not been given sufficient amount of
attention at the national level.
Dob vlasnika tvrtke i
korištenje društvenih mreža Age of company owners
Općenito se za mlađe i obrazovanije osobe smatra and use of social networks
da su sklonije korištenju društvenih mreža, pa nam It is generally considered that younger and more
se činilo opravdanim ispitati postoje li razlike s educated individuals are more prone to using
obzirom na dob i stručnu spremu vlasnika tvrtke u social networks, so we considered it justified
korištenju društvenih mreža između vlasnika tvrtki to question whether there are differences in using
koji koriste društvene mreže u marketinške svrhe i social networks in relation to age and education
onih koji ih ne koriste. U Tablici 4 prikazani levels among company owners who use social
su rezultati s obzirom na dob vlasnika tvrtke i networks for marketing purposes and those who
mišljenje o pojedinim relevantnim pitanjima. do not. Table 4 shows the results based on
Povezanost starosne dobi vlasnika i korištenja company owners’ age and their opinion on certain
relevant questions.
društvenih mreža procijenjena je point-biserijalnim
Gujić, Kraljević, Milun PODUZETNICI I NOVA KOMUNIKACIJSKA TEHNOLOGIJA: ZAPREKE ILI IZAZOVI
Gujić, Kraljević, Milun ENTREPRENEURS AND NEW COMMUNICATION TECHNOLOGY: OBSTACLE OR CHALLENGE?
koeficijentom korelacije. Dobivena vrijednost je Relation of owners’ age and their use of social
neznatna (r=0,05) i nije statistički značajna networks has been estimated with a point biserial
(t=0,53; p>0,05). Dakle, naša polazna hipoteza da correlation coefficient. The resulting value has proven
postoje statistički značajne razlike u korištenju as negligible (r=0,05) and statistically insignificant
društvenih mreža sudionika s obzirom na dob u (t=0,53; p>0,05). Therefore, our initial hypothesis
ovom istraživanju nije potvrđena. Dobiveni rezultat on the statistical significance in relation to age has not
najvjerojatnije je povezan s činjenicom da su i
Vol 1 (2016), No
been confirmed in this research. The given result is
sudionici ispitivanja iz domaćih (66,7%) i oni iz most probably connected to the fact that participants
stranih tvrtki (75,5%) odgovorili da tvrtke potiču from both domestic (66.7%) and foreign (75,5%)
zaposlenike na edukaciju iz područja companies responded that their companies
informacijske tehnologije. Na razini signifikantnosti encourage employees to educate themselves in the field
od α=0,05 ne postoji statistički značajna razlika u of information technology. On the level of significance .2,
-212
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Economica Et Turistica,
Tablica 4. Korelacije između starosti vlasnika tvrtke i njihova mišljenja o informacijskoj i
komunikacijskoj tehnologiji
Table 4. Correlations between age of company owners and their opinions on information and
communication technology
PITANJA / QUESTIONS rpb empirijska t-vrijednost
empirical t-value
stručne spreme vlasnika tvrtki i mišljenja o With the purpose of establishing whether there is a
informacijskoj i komunikacijskoj tehnologiji, connection between education levels of company
izračunata je korelacija, također korištenjem owners and their opinions on the information and
point-biserijalnog koeficijenta korelacije. Dobiveni communication technology, a correlation has
.2,
rezultati prikazani su u sljedećoj tablici. been calculated by using point biserial correlation
172pp.113 U Tablici 5 uočavamo da se korelacija pokazala
coefficient.
-212 neznatnom za sljedeća pitanja: Ulaže li Vaše Table 5 shows that correlation has proven as
poduzeće u informacijsku tehnologiju? Potičete li negligible for the following questions: Does your
Acta Economica Et Turistica,
Vol 1 (2016), No
Does your company invest in information technology?
Potičete li zaposlenike na edukaciju iz područja informacijske tehnologije?
Do you encourage your employees to receive education in the 0,19 2,46*
field of information technology?
Imate li kreiranu internetsku stranicu poduzeća? .2,
0,11 1,41
Does your company have a webpage? 173pp.113
Ako da, ima li Vaša internetska stranica interaktivne značajke (npr. -212
zaposlenike na informatičku edukaciju. Ovako owners with higher levels of education encourage
dobiveni rezultati sukladni su našim očekivanjima. their employees to be more informatically educated.
Naime, iako se radi o slaboj povezanosti između These results are in line with our expectations. The
ispitivanih fenomena, realno je za očekivati da fact is that even though the connection between the
osobe s višim stupnjem obrazovanja imaju više studied phenomena is weak, it can be
spoznaja o prednostima informatičkih znanja za realistically expected that persons with higher
ostvarivanje konkurentske prednosti u poslovanju. education levels have better comprehension of the
advantages of IT knowledge for achieving the
competitive value in doing business.
ZAKLJUČAK
društvenih mreža. Međutim, potvrđeno je da between domestic and foreign owned companies. Age
stručna sprema sudionika ima utjecaj na of participants was not crucial for the use of social
korištenje i prihvaćanje informacijsko- networks. However, it has been statistically
komunikacijske tehnologije, što je i statistički confirmed that education levels of participants do have
potvrđeno. Tako dobiveni i analizirani rezultati an effect on the use and acceptance of information and
ankete govore da tvrtke u stranom vlasništvu više communication technology. The received and analysed
ulažu u informacijsko-komunikacijsku tehnologiju te survey results show that foreign owned companies
Vol 1 (2016), No
više potiču svoje zaposlenike na informatičku invest more in the information technology and
edukaciju. S druge strane, kod tvrtki u domaćem encourage their employees more to be informatically
vlasništvu postoji svijest o mogućnostima educated. On the other hand, there is awareness
primjene informacijske i komunikacijske tehnologije among domestic companies on the possibilities of
.2,
u poslovanju, ali ih nedovoljno koriste. Kao i kod applying the information and communication
174pp.113 svakog istraživanja ovog tipa, postoje određena technology in doing business, but it has not been
-212 ograničenja pri izvođenju zaključaka iz dobivenih not sufficiently used. As in every research of this
rezultata, a odnose se na vrijednost prikupljenih type, there are certain limitations in drawing
Acta Economica Et Turistica,
podataka. Prvo, odaziv sudionika je manji od conclusions based on the given results, and they
očekivanog. Zatim, vrijednost prikupljenih are related to the value of the received results.
podataka ovisi o stupnju u kojem su odgovori Firstly, the companies’ response to research was
sudionika odraz njihove motivacije za pružanje lower than expected.
iskrenih odgovora. Ipak, dobiveni rezultati Secondly, the value of results depends on the level
istraživanja pokazuju da su potrebne i moguće at which the participants’ responses reflect their
nove aktivnosti u strategiji približavanja novih motivation in giving sincere answers. However,
tehnologija domaćim poduzetnicima, koji će ih the research results show the need and possibility for
znati iskoristiti za jačanje svoje konkurentske new activities in strategically approaching domestic
sposobnosti na tržištu. entrepreneurs with the new technologies, who
would then know how to use them in order to
strengthen their competitive capacity on the market.
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