Upravljanje strateškim marketingom poslovnog subjekta na tržištu energije urbanih sredina : doktorska disertacija

Radulović, Duško

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doctoral thesis

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Upravljanje strateškim marketingom poslovnog subjekta na tržištu energije urbanih sredina

Duško Radulović (2012)

University of Rijeka
Faculty of Economics

Cite this item: https://urn.nsk.hr/urn:nbn:hr:188:504872

Metadata


Title	Upravljanje strateškim marketingom poslovnog subjekta na tržištu energije urbanih sredina : doktorska disertacija
Author	Duško Radulović
Mentor(s)	Bruno Grbac
Abstract	Važnost energetike u strateškom razvoju urbane sredine čini kariku stabilnosti gospodarskog sustava te pokazatelj neovisnosti i sposobnosti upravljanja vlastitim energetskim potrebama i resursima. Globalna nestabilnost na tržištima energetskih sirovina uzrokuje dodatne oscilacije na tržištu energije koje istovremeno utječu na gospodarstvo svake pojedine države, a time i na strateški razvoj urbane sredine. Primjena Kyoto protokola predstavlja začetak nove ekonomije energetike i poslovnog sustava koji se temelji na znanju, tehnološkom napretku i održivosti. Istovremeno, liberalizacija tržišta energije predstavlja izazov energetskom poslovnom subjektu, korisnicima energije i urbanoj sredini. Problematika ovog istraživanja odnosi se na utvrđivanje utjecaja strateškog upravljanja marketingom energetskog poslovnog subjekta na liberaliziranom tržištu energije urbanih sredina i uloge marketinga u funkciji usklađivanja razvoja urbanih sredina i njenih energetskih potreba. Temeljem navedene problematike postavljeno je pet pomoćnih hipoteza i temeljna hipoteza H0 koja glasi: znanstveno utemeljenim spoznajama o funkcioniranju novog energetskog tržišta, koje nastaje kao posljedica transformacije i liberalizacije trgovanja energijom i emisijama štetnih plinova, moguće je predložiti model upravljanja marketingom na tržištu energije urbanih sredina. Takva načela potiču konkurentnost i razvoj energetskih tržišta uvažavajući pritom ekonomsko-ekološku održivost urbane sredine. Dobiveni rezultati istraživanja za stolom i na terenu sintetiziraju se kroz devet zasebnih cjelina u kojima se iznose zaključci i determiniraju postavljene pomoćne hipoteze. U konačnici, predstavljeni model pridonosi prihvaćanju pretpostavke da upravljanje marketingom donosi strateške prednosti u poslovanju energetskog poslovnog subjekta na tržištu urbane sredine, čime se značajno podupire strateška uloga marketinga.
Keywords	energy market marketing management urban environment liberalization
Committee Members	Nela Vlahinić Dizdarević (committee chairperson) Bruno Grbac (committee member) Mladen Črnjar (committee member)
Granter	University of Rijeka Faculty of Economics
Place	Rijeka
State	Croatia
Scientific field, discipline, subdiscipline	SOCIAL SCIENCES Economics
UDK	658 APPLIED SCIENCES. MEDICINE. TECHNOLOGY Business management, administration. Commercial organization
Study programme type	university
Study level	postgraduate
Study programme	Economics and Business Economics
Academic title abbreviation	dr.sc.
Genre	doctoral thesis
Language	Croatian
Defense date	2012-05-24
Parallel abstract (English)	Strategic importance of energy sector in urban development represents stability link for municipal economic system. It is also an indicator of independence and competence for energy needs and resources management. Energy resources instability in the global market causes additional fluctuations that have impact in economy of each country, and consequently in the strategic development of the urban environment. Kyoto protocol application is a foundation of a new energy economics and business system based on knowledge, technological progress and sustainability. At the same time, the liberalization of the global energy market represents challenge for Energy business entity, customer and urban government. Problem of this research is to identify the impact of strategic marketing management in the Energy business entity functioning on liberal urban energy market. Together with the role of marketing in terms of urban energy needs adjustment. Based on the above issues there are five auxiliary hypotheses and fundamental hypothesis H0 which states: scientific knowledge of new energy market functioning occurs as a result of transformation and liberalization of energy market and greenhouse gas emissions market trading, and makes possible to propose a model of marketing management in the urban energy market. Those principles encourage competitiveness and development of energy markets to take into account economic and environmental sustainability of urban areas. Research results obtained at the desk and in the field are synthesized through nine separate chapters which express conclusions and determine an auxiliary hypothesis. Ultimately, the presented model contributes the acceptance of the assumption that marketing management provides strategically advantages for the Energy business entity in the urban energy market, which significantly supports the strategic role of marketing.
Parallel keywords (Croatian)	tržište energije marketing upravljanje urbane sredine liberalizacija
Extent	219 str.
Version	accepted version
Resource type	text
Access condition	No public access
Note	accepted version
URN:NBN	https://urn.nsk.hr/urn:nbn:hr:188:504872
Committer	Branka Pemper