Naslov
Digital transformation of domestic agricultural products sales as a result of COVID-19 pandemic

Autori
Mihajlović, Iris ; Djevojić, Cvijeta

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

Izvornik
9th International OFEL Conference on Governance, Management and Entrepreneurship "Building Resilient Boards: Facing Emerging Challenges in Corporate Governance" - book of proceedings / Tipurić, Darko ; Cindrić, Lana - Dubrovnik : CIRU ; Sveučilište u Dubrovniku, Odjel za ekonomiju i poslovnu ekonomiju, 2021, 1-17

Skup
9th International OFEL Conference on Governance, Management & Entrepreneurship: Building Resilient Boards: Facing Emerging Challenges in Corporate Governance

Mjesto i datum
Dubrovnik, Hrvatska, 23.04.2021. - 24.04.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
COVID-19 pandemic ; digitalization ; domestic products ; manufacturers ; virtual market

Sažetak
The Covid-19 pandemic changed the world almost instantly. It has affected the lives of all the World's population, encouraged new ways of thinking, adapting and acting, and set new challenges in business. The most affected were education, catering and tourism, and trade. This paper seeks to mention one of the simplest digital transformations that has affected sellers and producers of domestic agricultural products. For them, the digital transformation is a big step. They are elderly population, which has always been based on the traditional way of producing and selling products, and which would probably remain the same. This paper seeks to emphasize the importance of digital transformation in terms of sales transformation through digital platforms that has helped farmers survive in lockdown times in the market by adapting and changing the current way of functioning, thus changing their standard "traditional" way of doing business, with "more modern". Digital technology has made it much easier for small sellers of domestic products to place their products on the market in these times. In order to gain a better insight into the thinking about the new way of selling primarily of manufacturers, and at the same time buyers, the primary research was conducted to highlight radical changes in communication, distribution and promotion driven by dynamic market changes and the need for digitization due to the Covid-19 pandemic. Sellers and buyers expressed their views, between which parallels were drawn, but differences in views on some topics were also seen, which was to be expected. The results speak in favor of the fact that digitalization has influenced more efficient communication, reduced sales and promotion costs, and that the reviews have helped highlight the quality of retailer products, while at the same time making products more accessible to a wider range of customers.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA