Naslov
Adjustment determinants on the market of visual content

Autori
Grbac, Bruno ; Vukoja, Vedran

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
24th CROMAR congress: Marketing Theory and Practice - Building Bridges and Fostering Collaboration - Proceedings / Mihić, Mirela - Split : Ekonomski fakultet Sveučilišta u Splitu, 2015, 37-53

ISBN
978-953-281-067-7

Skup
24th CROMAR congress: Marketing Theory and Practice - Building Bridges and Fostering Collaboration

Mjesto i datum
Split, Hrvatska, 22.10.2015. - 24.10.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
market of visual contents; adjustment determinants; B2B marketing

Sažetak
The purpose of this paper is to define adjustment determinants on the market of visual content by setting out a premise that the environment, which is closely connected to the market of visual content, changes rapidly. To adapt to these changes, as the true makers of visual content, the new approaches to the market and development of enterprises are needed. Concerning the methodology, after a wide analysis of the past research and for the purpose of seeking an answer to our question of interest, several methods which are characterized as qualitative methods were used, such as observation, interview and case study. Research results show that the dynamics of the market of visual content are influenced by technological changes, competitor influence, and increasingly discerning B2B customers. To adjust to these changes, enterprises operating on the market of visual content are finding an answer in redefining their visions and business goals and in modifying their product- visual content, based on the situation analysis and market research, as well as on the continuous monitoring of business performance. This paper contributes to the scarce literature about market orientation as a starting point of success on the market of visual content. Several adjustment determinants, that contribute to the faster development of small enterprises as creators, present on the market of visual content, are defined. Based on the qualitative considerations, more formal models could be applied as useful complements in the further analysis of some of the raised issues. Research results can be helpful to enterprises, which create visual content, and indirectly to other firms that are also a part of the market of visual content.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA