| Title | MARKETINŠKA PERSPEKTIVA UKLJUČIVANJA PRIVATNOG SEKTORA U FUNKCIJI UNAPREĐENJA PERFORMANSI INSTITUCIJA JAVNOG SEKTORA : doktorska disertacija |
| Title (english) | The marketing perspective of involving the private sector in the function of improving the performance of public sector institutions |
| Author | Žarko Dobrić |
| Mentor | Zoran Mihanović (mentor)
MBZ: 267146 |
| Committee member | Jurica Pavičić (predsjednik povjerenstva)
MBZ: 226275 |
| Granter | University of Split
Faculty of economics Split
Split |
| Defense date and country | 2023-06-10, Croatia |
Scientific / art field,
discipline and subdiscipline | SOCIAL SCIENCES
Economics
Marketing |
Universal decimal classification
(UDC) | 330 - Economics. Economic science |
| Abstract | U okviru ove doktorske disertacije širokom teorijskom obradom definirani su koncepti društvene
marketinške orijentacije, javno-privatnog partnerstva i performansi te su isti analizirani u
kontekstu Republike Hrvatske i hrvatskog obrazovnog sustava. U tom smislu različitim mjernim
modelima izvršena je empirijska analiza institucija realiziranih po modelu javno-privatnog
partnerstva te tradicionalno realiziranih institucija, a u kontekstu mjerenja društvene marketinške
orijentacije i performansi od strane krajnjih korisnika i ravnatelja. Mjerenje društvene marketinške
orijentacije i performansi te utvrđivanje njihovog međudjelovanja na dvije razine – na razini
menadžmenta (ravnatelja) i na razini krajnjih korisnika (učenika) – te na dva različita modela
institucija, a koje je izvršeno u okviru ove doktorske disertacije jedinstveno je u svijetu. Naime, u
dosadašnjim istraživanjima društvene marketinške orijentacije nije pronađeno da je netko mjerio
društvenu marketinšku orijentaciju od strane maloljetnih krajnjih korisnika u neprofitnom i javnom
sektoru. Glavne pretpostavke teorijskog dijela istraživanja o uzročno-posljedičnim vezama
društvene marketinške orijentacije i performansi potvrđene su istraživanjem na terenu čime se
dokazuje kako se performanse javnog sektora mogu povećati ako se kvalitetno izvrši
implementacija marketinškog koncepta odnosno prihvati društvena marketinška orijentacija. Iako
je istraživanjem u sklopu ove disertacije dokazano kako je utjecaj društvene marketinške
orijentacije na performanse evidentan kod obaju tipova institucija te da bi oba tipa institucija
trebala djelovati i razvijati se u tom smjeru, dokazuje se kako korištenje marketinških alata i
društvena marketinška orijentiranost ipak rezultiraju boljim performansama institucija nastalih po
principu suradnje javnog i privatnog sektora nego je to slučaj kod tradicionalnih obrazovnih
institucija. U konačnici, kao sinteza cjelokupne disertacije, predstavljene su teorijske i praktične
implikacije provedenog istraživanja, utvrđena ograničenja, te preporuke za buduća istraživanja. |
| Abstract (english) | Within the framework of this doctoral dissertation, the concepts of social marketing orientation,
public-private partnership and performance were defined with a broad theoretical treatment and
analyzed in the context of the Republic of Croatia and the Croatian education system. In this sense,
an empirical analysis of institutions realized according to the model of public-private partnership
and traditionally realized institutions, in the context of measuring social marketing orientation and
performance by end users and managers, was carried out by using different measurement models.
The measurement of social marketing orientation and performance, determination of their
interaction at two levels - at the level of management (principals) and at the level of end users
(students) - and at two different models of institutions, which was carried out within the framework
of this doctoral dissertation, is unique in the world. Namely, in previous research on social
marketing orientation, it was not found that anyone measured the social marketing orientation of
minor end-users in the non-profit and public sector. The main assumptions of the theoretical part
of the research on the cause-and-effect relationships of social marketing orientation and
performance were confirmed by research in the field, which proves that the performance of the
public sector can be increased if the implementation of the marketing concept is carried out well,
that is, social marketing orientation is accepted. Although the research within this dissertation has
proven that the impact of social marketing orientation on performance is evident in both types of
institutions and that both types of institutions should act and develop in this direction, it is proven
that the use of marketing tools and social marketing orientation still result in better performance
by institutions created on the principle of cooperation between the public and private sectors than
is the case with traditional educational institutions. Finally, as a synthesis of the entire dissertation,
the theoretical and practical implications of the conducted research, identified limitations, and
recommendations for future research are presented. |
| Keywords |
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| Keywords (english) |
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| Language | croatian |
| URN:NBN | urn:nbn:hr:124:096457 |
| Promotion | 2023 |
| Study programme | Title: Postgraduate doctoral study programme in Economics and Business
Study programme type: university
Study level: postgraduate
Academic / professional title: doktor/doktorica znanosti, područje društvenih znanosti, polje ekonomija (doktor/doktorica znanosti, područje društvenih znanosti, polje ekonomija) |
| Type of resource | Text |
| File origin | Born digital |
| Access conditions | Access restricted to students and staff of home institution |
| Terms of use |  |
| Created on | 2023-06-29 10:18:50 |
