engleski

Students` perception on the role of high education in improving image of retailing as a career

Despite its important role in the economy, retailing has been generally neglected, even by many of the high education institutions. It is not in accordance with the transformation of retailing into dynamic and more competitive industry which seeks for motivated and high educated human resources. This paper, using the results of a study conducted among students attending undergraduate trade study in Croatia, examines students` perception of retailing as a destination career, the role of high education in forming that perception, and in improving the image of retailing as a career, as well. Results of the study reveal that similar to previous researches overall negative perception prevails and that partnerships between retail companies and higher educational institutions are needed in order to promote and encourage young people regarding a future career in retailing.

career ; Croatia ; high education ; retailing ; students

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