Analiza korporativne komunikacije "INA"d.d.

master's thesis

• Title (english): Analyse of corporate communication, case study "INA" d. d.
• Author: Katarina Stišćak
• Mentor: Danijel Labaš (mentor)
• Mentor: Zdeslav Milas (mentor)
• Committee member: Vine Mihaljević
• Committee member: Zdeslav Milas
• Committee member: Danijel Labaš
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2015-06-09, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Rad se bavi definiranjem korporativnih komunikacija te istovremeno analizom kako korporativne komunikacije funkcioniraju u praksi na primjeru naftne kompanije INA d.d. Korporativna komunikacija obuhvaća cjelokupnu komunikaciju neke organizacije, a sektor korporativnih komunikacija svojim poloţajem u organizacijskoj strukturi te funkcijama i zadaćama upravlja komunikacijom sa svim dionicima kako bi ona postala što uspješnija i učinkovitija. Korporativne komunikacije obuhvaćaju internu komunikaciju, korporativne odnose s javnošću, trţišnu komunikaciju te odnose s investitorima. Danas je od značajne vaţnosti za svaku organizaciju i neizostavan je element za uspješno poslovanje. Kao vaţan aspekt trţišne komunikacije, pojavljuju se korporativne publikacije (Godišnja izvješća, Izvješća o odrţivom razvoju) koje su danas i zakonski propisane, a pridonose transparentnosti poslovanja i učinkovitoj komunikaciji na trţištu. Korporativne komunikacije su većim dijelom zasluţne za to kako će i po čemu organizacija biti prepoznata od strane svojih javnosti, a time i za izgradnju korporativne reputacije.

Abstract (english)

This thesis deals with the corporate communication in theory and practice. The term of corporate communications is defined here and is also analyzed how it can be applied in practice, taking Croatian petroleum company INA as an example. Corporate communication includes entire communication of any organization. Because of the position in organizational structure, sector of corporate communication manages the relationships with every stakeholder and aims to provide effective and successful public relations. It also includes internal communication, corporate public relations, market communication and investor relations. The corporate communication is very significant and necessary for success of any company. As the part of market communication, corporate publications (annual reports, sustainable development reports) are dealt with here as well. They are regulated through the legal system of the capital market and shareholders company. It is regarded as a way of transparent and effective market communication in both theory and practice. Because of all communication activities, corporate communications are responsible for the creation of corporate reputation.

• Keywords: korporativne komunikacije; odnosi s javnošću; INA d. d.; organizacijska struktura; dionici; tržišna komunikacija; interna komunikacija; odnosi s investitorima; korporativna reputacija; korporativne publikacije
• Keywords (english): corporate communications; public relations; organization structure; INA d. d.; stakeholders; organization structure; market communication; internal communication; investor relations; corporate reputation; corporate publications
• Language: croatian
• URN:NBN: urn:nbn:hr:111:745836
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2015-11-06 09:59:09